Mass Transit Usage According to IBISWorld, the public transportation industry increased 14.3%, from $63 billion during 2013 to $72 billion for 2017, and is expected to continue its growth because of federal and local governments’ additional investments and subsidies. Data from the American Public Transportation Association (APTA) indicates 10.59 billion trips occurred during 2015, a 1.4% decrease from 10.75 billion during 2014. Passenger fares collected during 2015 amounted to $15.866 billion. Transit spending in the private sector increased 29.7%, from $27.6 billion during 2005 to $35.8 billion during 2015. The US Bureau of Labor Statistics reported the number of private mass transit establishments has remained approximately 20,597 during 2017.

Good Intentions According to the APTA’s 2017 Fact Book, public transportation conserves 4.16 billion gallons of gas annually and commuting to work by subway reduced carbon dioxide emissions by 73% compared to driving private vehicles. Almost all fixed-route bus (99%), demand response (88%), light rail (94%) and heavy rail (100%) are handicap-accessible. Many low-income workers rely on public transit. New York City had the largest total of heavy rail trips during 2014-2015, or 2.66 billion, and bus trips, or 743.8 million. Long Island had the largest number of commuter rail trips, or 98.7 million, and Los Angeles had the largest total of light rail trips, or 62.8 million.

Demographics of Transit Riders The Who’s on Board 2016 Report from the TransitCenter found there were three types of transit users: occasional (53% of riders, 13% of trips); commuters (14% of riders, 32% of trips); and all- purpose (32% of riders, 56% of trips). Those who earned $35,000–$74,999 (44%) and less than $35,000 were more likely to be all-purpose riders who were discontented. In the other categories, 31–32% earned $35K–$75K; 31–32%, $75K–$125K; and 23%–29%, more than $125K. Most transit riders were women: occasional (53%), commuter (61%) and all-purpose (58%–59%). Seven of ten occasional (72%) and commuters (70%) owned cars and 32% of contented all- purpose, but 0% of discontented all-purpose riders.

How to Increase Transit Ridership The primary mass-transit factors important to riders are frequency, coverage and speed. A lack of one or more leads to reduced use, even among non-vehicle owners. Cities with excellent transit systems have more all-purpose riders and many more trips. Most riders (80%), especially all-purpose riders walk to the transit point. Riders who can walk safely and easily to transit points use transit more often, so stations should be placed in high foot-traffic areas and have multiple pedestrian doors and visible crosswalks. All-purpose riders are more likely than other groups to use taxis, ride-hailing services, carsharing and bicycles, in addition to transit. Transit authorities can partner with ride-hailing and carsharing companies, as some already have with Lyft.

What Riders Want from Transit The top factors that contribute to dissatisfaction are infrequent, slow and unreliable transit modes and transit stops that lack shelter and/or information. When asked to rank improvements to transit services, riders ranked a shorter travel time #1, more frequency of pickups #2 and reduced fare #3. Number 4 was the use of a shelter rather than waiting in the open. Transit systems can increase speed with designated lanes for buses and tracks for trains, a prepaid fare program to speed boarding, optimizing routes and stops and traffic signals that prioritize transit.

Responding to the Ride-Hailing Effect The rapid increase of ride-hailing companies, such as Uber and Lyft, has shifted ridership from public transit, reducing bus use by 6% and light rail use by 3%. Ride hailing, however, complements commuter rail use, increasing it by 3%. The biggest reason transit users cited for using ride hailing instead of public transit was “services are too slow,” followed by “I travel at times when no transit services are available.” Other top reasons are “not enough stops” and “services are unreliable.” When ride hailing is available, more trips are made and more miles are traveled. Respondents said that if ride hailing was not available, 27% would drive; 22%, make fewer trips; 18%, carpool; 17%, walk; 15%, use transit; and 7%, bike.

Advertising Strategies Highlight the number of convenient stops/stations, especially near pedestrian-friendly areas. Feature and promote the integration of traditional mass transit with new services, such as ride-hailing and bicycle and scooter rental, to help reduce inner- city vehicle traffic further and advocating cleaner air. Publicize events in city centers and offer reduced fares to entice new riders. Emphasize the short travel times and the comfort and ease of travel.

New Media Strategies Since 78.9% of transit riders used transit authorities’ Websites and/or mobile apps to view schedules compared to 10.5% who used printed schedules, offer advertising opportunities and promotions from complementary businesses on your Website or app. Advertise on the appropriate social media platforms to reach different age groups who live outside the city center, emphasizing the ease of using transit for shopping, visiting, commuting and cultural events. Ask transit riders to post videos on social media explaining why they choose public/private transit for commuting and other citywide travel, emphasizing the time and money they save and the avoidance of traffic jams.