Measuring and capturing mind share APTA 2013 Marketing & Communications Workshop

Research goal 2 1.Measure public transit’s market share 2.Measure levels of awareness of Sound Transit among general commuters 3.Determine demographics of riders and non-riders among regular commuters 4.Determine the size of the potential ridership market

4,001 telephone surveys of residents age 16+ in King, Pierce, Snohomish, and Kitsap counties; April 23 – May 16, 2012 Respondents were screened for regular commuters, (defined as 16+ years old and commuting to a regular activity two days or more a week). 3 Methodology

4 Commuting population Total regional population: 3,700,868 Non-regular commuters 570,730 19% Regular commuters 2,375,579 81%

No Transit 1,880,314 79% Regular commuters: 2,375,579 Transit users 495, % Transit Use How do you usually commute – do you drive alone, drive or ride with someone else, take public transit, or commute some other way? Do you take a bus or train for any part of your commute? (Q6F) How do you usually commute – do you drive alone, drive or ride with someone else, take public transit, or commute some other way? Do you take a bus or train for any part of your commute? (Q6F)

Mind Share (Considered transit) Have you ever considered riding Sound Transit express bus, Sounder commuter rail or light rail for your current commute instead of driving? Have you ever considered riding Sound Transit express bus, Sounder commuter rail or light rail for your current commute instead of driving? Not considered ST 1,523,054 81% Non-transit commuters: 1,880,314 (79%) Considered ST 357,260 19%

Active Mind Share (Looked into using transit) Have you ever looked into Sound Transit schedules or routes for your current commute? Looked into ST 239,571 (13%) Non-transit commuters: 1,880,314 (79%) Considered transit 357,260 (19%) Not looked into ST 117,689 (6%)

Former users (Taken transit in past) Have you ever taken Sound Transit Express Bus, Commuter Rail, or Light Rail for a regular commute in the past? Never taken ST 1,475,890 (78%) Taken ST in past 404,424 (22%)

Open to ST (No Transit) Q23-32 Please tell me if you strongly agree, somewhat agree, somewhat disagree or strongly disagree with each of the following statements. If it were available for my commute, I could see myself riding an express bus one or two days a week. If it were available for my commute, I could see myself riding a train one or two days a week. Strongly agree Somewhat agree Strongly disagree Somewhat agree 35% 36% 12% 29% 25% 24% 27%

Target Market Percentage of the region’s regular commuters who do not take transit, are between ages 16 and 64, have commutes 10 miles or longer and are not opposed to riding on of Sound Transit’s services Target Market of 38% of regular commuters (902,720) Taken ST in past 8% (190,046) Not considered & not taken - 24% (570,139) Considered & not taken 6% (142,535)

The mind share spectrum 11

Barriers to using transit…Flexibility….TIME.FREEDOM

Perceptions of public transit It’s scary …and confusing

Break down information barriers Communicate the “how to” aspects of using transit Reach out at points of transition (new job, relocating) Communicate convenience/ease of use

16 Tim E. Healy, Marketing & Creative Services Director