1. Increasing Ridership: Different Approaches for Different Generations
CalACT Spring Conference & Expo
Increasing Ridership:
Different Approaches for
Different Generations
April 5, 2018

2. Hello, I am Teague Kirkpatrick Director of Sales
at Routematch. I’m a technology
enthusiast & a real Transit Nerd!
#livewhatyoulove

3. Agenda Ridership Trends Different Approaches for Different Generations
Can technology make a difference?
Technology Examples
Results & Considerations

4. Ridership Trends – The Bad News
Between 1995 and 2015, American transit ridership rose from 7.8 billion trips to 10.6 billion
Now, trends are reversing and ridership is on the decline
Recent APTA Report (March 3, 2017)
Why?

5. Ridership Trends – The Good News
Many Examples that Technology can, indeed, help to Increase ridership!
NYC Subway to Be Transformed With New Tech-Focused Upgrades (link)
Boston has launched a beta version of a new citywide open data platform (link)
Los Angeles addressed some public transit issues by partnering with Uber for the “guaranteed ride home program,” which offers four free Uber rides a year to public transit pass holders (link)
New Jersey Transit is developing a new mobile app that is turning smartphones into reporting tools to document incidents (link)

6. The Generations: The Tech Effect
Generation X
The “latch-key kids” grew up street-smart but isolated
Entrepreneurial / Individualistic
Government and big business mean little to them
Want to save the neighborhood, not the world
Cynical of many major institutions
Raised in the transition phase of written based knowledge to digital knowledge archives
Desire a chance to learn, explore and make a contribution
Tend to commit to self rather than an organization or specific career
Beginning obsession of individual rights prevailing over the common good
Want what they want and want it now but struggling to buy, and most are deeply in credit card debt.
Short on loyalty & wary of commitment; all values are relative
Self-absorbed and suspicious of all organization
Cautious, skeptical, unimpressed with authority, self-reliant
Generational Tag
Born between
G.I. Generations
Mature / Silent
Baby Boomers
Generation X
Generation Y / Millennial
Generation Z / Boomlets
After 2001
Reference: Dr. Jill Novak (2015).
The Six Living Generations In America. MarketingTeacher.com

7. The Generations: The Tech Effect
Generation Y / Millennial
They are nurtured by omnipresent parents, optimistic, and focused
Respect authority
Falling crime rates, falling teen pregnancy rates, but with school safety problems
They feel enormous academic pressure
They feel like a generation and have great expectations for themselves
Prefer digital literacy as they grew up in a digital environment. Have never known a world without computers!
Get all their information and most of their socialization from the Internet
Prefer to work in teams
With unlimited access to information tend to be assertive with strong views
Envision the world as a 24/7 place; want fast and immediate processing
They have been told over and over again that they are special
They do not live to work
Generational Tag
Born between
G.I. Generations
Mature / Silent
Baby Boomers
Generation X
Generation Y / Millennial
Generation Z / Boomlets
After 2001
Reference: Dr. Jill Novak (2015).
The Six Living Generations In America. MarketingTeacher.com

8. The Generations: The Tech Effect
Generation Z / Boomlets
In 2006 there were a record number of births in the US and 49%.
The number of births in 2006 far outnumbered the start of the baby boom generation, and they will easily be a larger generation.
There will be an estimated 29 million tweens by 2009.
61% of children 8-17 have televisions in their rooms.
35% have video games / 14% have a DVD player
4 million will have their own cell phones. They have never known a world without computers and cell phones.
Have Eco-fatigue: they are actually tired of hearing about the environment and the many ways we have to save it.
With the advent of computers and web based learning, children leave behind toys at younger and younger age
They are Savvy consumers and they know what they want and how to get it and they are over saturated with brands
Generational Tag
Born between
G.I. Generations
Mature / Silent
Baby Boomers
Generation X
Generation Y / Millennial
Generation Z / Boomlets
After 2001
Reference: Dr. Jill Novak (2015).
The Six Living Generations In America. MarketingTeacher.com

9. 5 Major Forces Shaping Mobility Technology

10. Technology: Where to Start?
Open Data
Beacons
Wayside Signage
Depot Monitors
Public Wifi
SMS Text Messaging
Microtransit
&
Mobility-on-Demand
Rider Engagement
Interactive Voice Response
Loyalty Programs
Live Maps
GTFS-rt
Trip Planning
Voice Annunciators
USB Charging Stations
Automated Fare Collection
Mobile Ticketing
Gamification
Mobile Apps
Headsign Integration

11. Technology: Where to Start?
Beacons
Microtransit
&
Mobility-on-Demand
Rider Engagement
Loyalty Programs
Automated Fare Collection
Gamification
Mobile Apps

12. Rider Engagement

13. RM Pay (Fare Collection)
Modern Cashless Solution
Agency Portal
Rider Management
Fare Management
Report / Dashboards
Rider Portal
Payment Options
Smartcard
Smartphone App
In-vehicle Technology
Tablet-based Driver Device
NFC Validator
Payment Service Provider

14. Gamification & Loyalty Programs
Beacon Tracking: Blue-tooth tracking of Mobile Devices
Gamification: application of typical elements of game playing (e.g., point scoring, competition with others, rules of play)
Customer Loyalty Programs
Reward Schemes
Social Impact Calculators
Social Media Engagement

15. Mobility on Demand

16. 5 Major Forces Shaping Mobility Technology

17. Thank You Teague Kirkpatrick|