Research and analysis

Increasing bus patronage through an audience strategy

Research to support developing strategies and policies to encourage greater bus usage.

From:
Department for Transport
Published
7 June 2023

Documents

Increasing bus patronage through an audience strategy

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Details

皇冠体育app Department for Transport (DfT) commissioned Yonder Consulting Ltd to undertake an audience segmentation of England in relation to what would encourage greater usage of the bus.

皇冠体育app overall objective of the research was to increase bus usage by being able to develop strategies and policies that would drive behaviour change. 皇冠体育app research objectives were:

  1. segment current and potential bus users based on attitudes and behaviours relating to bus travel
  2. understand segments鈥� propensity to use the bus
  3. bring segments to life via personas illustrating their differing attitudes towards the bus
  4. allow the DfT and stakeholders to understand what drives behaviour by segment to develop policy to influence behaviour

This report is a summary of the findings from this research. It aims to provide an overview of the areas that drive bus patronage for each segment for relevant stakeholders such as policy makers and bus operators, as well as for members of the interested public.

Updates to this page

Published 7 June 2023

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