1. Hampton Roads Electronic Tolling / E-ZPass Study March 17, 2008 DRAFT

2. 2 Objectives and Methodology

3. 3 Study Objectives An electronic tolling/E-ZPass information campaign is being planned for the Hampton Roads’ area This campaign is designed to: –Accelerate the sales of electronic tolling / E-ZPass subscriptions –Increase the frequency of use of electronic tolling / E-ZPass among existing subscribers –Help lay the groundwork for potential congestion priced tolling

4. 4 Study Objectives This research is designed to: –Provide information and related insights to help support VDOT’s upcoming electronic tolling / E-ZPass public education and information campaign in Hampton Roads –Establish performance benchmark measures (such as awareness, perceptions, attitudes, and intent to purchase) from which to assess the impact of VDOT’s electronic tolling / E-ZPass marketing campaign –Provide information and insights on the extent to which residents of Hampton Roads understand and know about “electronic tolling”

5. 5 Study Methodology A telephone survey was designed and conducted in order to meet the objectives of this research. The sample for this research consists of three key audiences: Current E-ZPass UsersAdult drivers in Hampton Roads, ages 21-59, who have and use E-ZPass on tolled facilities in Hampton Roads Prospective E-ZPass UsersAdult drivers in Hampton Roads, ages 21-59, who use any of the tolled facilities in Hampton Roads at least one day a week and could use E-ZPass, but do not ResidentsAdult residents of Hampton Roads, ages 21- 59, who do not use any of the tolled facilities in the Hampton Roads’ area

6. 6 Study Methodology A sample size quota of 200 was targeted for each audience. Sample sizes of 200 have a margin of error of +/- 6.9 percentage points at the 95% level of confidence. 606 interviews were completed, distributed as follows: E-ZPass Users200 E-ZPass Prospects201 Residents205

7. 7 Study Methodology The survey topics guide and survey instrument were developed with input from project team members. The survey was programmed in CATI and tested prior to launch. The survey questionnaire included elaborate skip patterns to accommodate the three key audiences being studied. The interview averaged 18 minutes. Residents who work for VDOT, DRPT, Transcore, and the media were excluded.

8. 8 Detailed Findings

9. 9 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

10. 10 Awareness of E-ZPass Is High – Even among Those Who Do Not Use E-ZPass Q9. Are you aware of the service called E-ZPass, sometimes referred to as SmartTag?

11. 11 Not Just E-ZPass Users Are Familiar with It; About Two- thirds of Prospects and Residents Who Are Aware of E-ZPass Also Say They Are Familiar with E-ZPass Q10. Overall, how familiar are you with E-ZPass, sometimes referred to as SmartTag? ASKED ONLY OF THOSE AWARE E-ZPass User n = 200 E-ZPass Prospect n = 158 Resident n = 175 70% E-ZPass Prospects Top-2-Box 97% E-ZPass Users Top-2-Box 62% Residents Top-2-Box Top-2-box score refers to the total proportion answering “4” or “5” on a 5-point scale.

12. 12 Of Advertising Media, “Sign” Is Mentioned Most Frequently as the Source of First Learning about E-ZPass – But, Most Often, Motorists First Learn about E-ZPass by Word of Mouth E-ZPass UsersE-ZPass ProspectsResidents Word of mouth19%36%26% Sign16%14%15% Newspaper ad9%6% Toll booth flier7%3%7% Other ad3%8%5% Billboard4% 5% TV ad3%4%5% Driving by/toll booth4%2%3% News report3% 2% Employer2% Radio ad2%1%2% Regular mail3%-1% Gas station ad1%- Retailer display1%- Magazine/online article1% - Other10%11%10% Q12. How did you first learn about E-ZPass? ASKED ONLY OF THOSE AWARE Generally, motorists seem to have learned about E-ZPass through a variety of sources – or may have forgotten exactly where they first learned about E-ZPass.

13. 13 18% of Residents Who Are Aware of E-ZPass Have an E-ZPass Even Though They Do Not Travel the Tolled Facilities in Hampton Roads Q11. Do you currently have an E-ZPass account? ASKED ONLY OF THOSE AWARE E-ZPass User n = 200 E-ZPass Prospect n = 158 Resident n = 175 By definition, 100% of Users and 0% of Prospects have an account. This equates to approximately 15% of Residents who do not currently travel tolled facilities in Hampton Roads and indicates that residents already have some under- standing and appreciation of E-ZPass

14. 14 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

15. 15 The Majority of E-ZPass Users Have Had Their Pass for More Than a Year Q13. How long have you had your E-ZPass? ASKED ONLY OF E-ZPASS USERS Only 5% have had their pass a year or less.

16. 16 Almost Two-thirds Use Their Pass At Least Several Times A Week – Nearly a Third Use It Every Day Q14. How often do you use E-ZPass? ASKED ONLY OF E-ZPASS USERS 65%

17. 17 “It Is Cheaper” Is the Most Frequently Mentioned Reason for Using an E-ZPass It is cheaper44% Convenience29% Don’t have to stop at toll21% Saves time / faster14% Use it for work9% Don’t have to carry cash7% Other10% Q15. What is the most important reason that you use E-ZPass? ASKED ONLY OF E-ZPASS USERS E-ZPass Prospect n = 200 Some respondents gave more than one answer. Thus, proportions total to more than 100%.

18. 18 Saving Time Is The Most Important Reason to Have an E-ZPass – But, Not Having to Carry Cash Is Also an Important Reason to Have an E-ZPass Q16a-e. I would like to know how important each of these statements is as a reason that you use E-ZPass. ASKED ONLY OF E-ZPASS USERS 90% 84% 70% 65% 40%

19. 19 The Majority of Users Are Satisfied with E-ZPass Q17. Overall, how satisfied are you with E-ZPass? ASKED ONLY OF E-ZPASS USERS 92% E-ZPass Users Top-2-Box

20. 20 Most Users Would Recommend E-ZPass Q18. How likely would you be to recommend E-ZPass to your friends or family members who drive on a roadway or bridge or through a tunnel that has a toll? ASKED ONLY OF E-ZPASS USERS 93% E-ZPass Users Top-2-Box

21. 21 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

22. 22 Of the Prospects, Less Than 1 in 10 Had an E-ZPass Account in the Past Q19. Which of the following phrases best describes you? ASKED ONLY OF THOSE AWARE E-ZPass Prospect n = 158

23. 23 The Reason Cited by Prospects Most Often for Not Having an E-ZPass: Don’t Feel They Drive Far on Tolled Facilities Don’t drive that far57% Don’t need it/have use for it14% Haven’t gotten around to it5% Not convenient5% Not familiar5% Does not save any/enough time3% Don’t like paying in advance/giving out credit card3% Too expensive/can’t afford it3% Other family member has one/I get one at work2% Cannot expense it without receipt1% Don’t trust it1% Don’t like it1% Other7% Don’t know3% Q20. Why do you not use E-ZPass? ASKED ONLY OF THOSE AWARE E-ZPass Prospect n = 153 Lack of use does not seem to reflect negative perceptions of E-ZPass.

24. 24 10% of Prospects Are Likely To Obtain An E-ZPass In the Next Year; But, Likelihood Diminishes As the Time Period Decreases E-ZPass Prospect n = 158 10% 12 month Top-2-Box 9% 6 month Top-2-Box Q21, 23, 24. How likely is it that you will obtain an E-ZPass within the next [12, 6, 3] months? ASKED ONLY OF THOSE AWARE 6% 3 month Top-2-Box

25. 25 Prospects Familiar with E-ZPass Are More Likely to Say they Will Obtain a Pass in the Next Year E-ZPass Prospects who gave a 4 or 5 to familiarity with E-ZPass n = 110 E-ZPass Prospects who gave a 1, 2, or 3 to familiarity with E-ZPass n = 48 Q21. How likely is it that you will obtain an E-ZPass within the next 12 months? ASKED ONLY OF THOSE AWARE Familiarity does not have an effect on likelihood of purchase in the next 3 or 6 months.

26. 26 Prospects Familiar with E-ZPass Are More Likely to Say they Will Obtain a Pass in the Next Year Q21. How likely is it that you will obtain an E-ZPass within the next 12 months? ASKED ONLY OF THOSE AWARE 2% 13% Familiarity “lifts” likelihood of obtaining an E-ZPass

27. 27 Prospects Not Planning to Obtain an E-ZPass Most Often Believe They Have No Need for One Have no need for it40% Wouldn’t use it enough12% Don’t travel much8% Not familiar with E-ZPass5% Obtaining E-ZPass is not convenient1% Prefer to pay cash1% Use company E-ZPass if I need one1% Safety/trust issues1% Other12% Don’t know1% Q22. Why is that (you will not obtain an E-ZPass)? ASKED ONLY OF THOSE WHO SAID THEY WOULD NOT BE LIKELY TO OBTAIN E-ZPASS IN NEXT 12 MONTHS E-ZPass Prospect n = 158 Reasons for not likely to obtain an E-ZPass tend not to be “negative” views of E-ZPass.

28. 28 “Online” Is the Single Most Popular Channel to Obtain an E-ZPass Among Prospects Online27% At the Coleman Bridge12% DMV6% VDOT4% Specific facilities (other than Coleman Bridge)4% Grocery store/store (nonspecific)2% Farm Fresh2% Post Office2% Wal-Mart1% Gas station1% Mail1% City Hall1% Other14% Not getting one12% Don’t know15% Q22. If you were to get an E-ZPass, where would you prefer to get one? ASKED ONLY OF THOSE WHO SAID THEY WOULD BE LIKELY TO OBTAIN E-ZPASS IN NEXT 12 MONTHS E-ZPass Prospect n = 113

29. 29 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

30. 30 Prospects Are Less Likely than Users to Believe that the E- ZPass Lanes Move More Quickly or That the Facilities are 24/7; But, Most Prospects Believe the E-ZPass Lanes Move More Quickly and that E-ZPass Is In Effect 24/7 E-ZPass User n = 200 E-ZPass Prospect n = 158 Q26a-h. I would like to know the extent to which you agree or disagree with each statement. ASKED ONLY OF THOSE AWARE 94% 86% 97% 90% 6% 11% 14% 13% Prospects do not have these incorrect perceptions of E-ZPass.

31. 31 Prospects and Users Have Different Views on the Costs Associated with E-ZPass; E-ZPass Users Are More Likely to Think It Is Cheaper with E-ZPass E-ZPass User n = 200 E-ZPass Prospect n = 158 Q26a-h. I would like to know the extent to which you agree or disagree with each statement. ASKED ONLY OF THOSE AWARE 73% 60% 15% 24% 82% 50% 10% 13% Average Incomes E-ZPass User – $74K E-ZPass Prospect - $67K Resident – $70K

32. 32 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

33. 33 E-ZPass Users Are Slightly But Not Significantly More Likely to Have Heard or Read about E-ZPass in the Past Year Q32. Have you heard or seen any communication or promotion about E-ZPass in the past year? Residents who are aware of E-ZPass communication/ promotion are more likely than Residents who are not to have an E-ZPass.

34. 34 Prospects Aware of E-ZPass Communication Are More Likely to Say They Will Obtain a Pass in the Next Six Months Q21. How likely is it that you will obtain an E-ZPass within the next 6 months? ASKED ONLY OF THOSE AWARE 6% 16% Communication awareness “lifts” likelihood of obtaining an E-ZPass This relationship does not hold for likelihood of obtaining in next year or next 3 months.

35. 35 E-ZPass Communication Is Most Frequently Associated with Television, Radio, Billboard and Newspaper E-ZPass UsersE-ZPass ProspectsResidents TV ad31%25%48% Radio ad22%16%20% Billboard14%22%10% Newspaper ad19%10%15% Highway sign6% 10% Word of mouth1%10%7% Regular mail7%2%3% Toll booth flier7%4%- Gas station ad-6%- News report-4%2% Brochure-2%3% Web/internet1%2% Statement/comm. from E-ZPass4%-- Magazine ad1%-- Other responses7%8%3% Don’t know8%6%5% Q33. Where did you hear or see this communication? ASKED ONLY OF THOSE WHO INDICATED THEY SAW OR HEARD SOMETHING E-ZPass User n = 72 E-ZPass Prospect n = 51 Resident n = 61

36. 36 Advertising Awareness/Recall Is Measured in 3 Ways 1.Unaided recall: without interviewer prompting 2.Aided recall: with interviewer prompting 3.Total recall: the sum of unaided and aided

37. 37 Unaided Ad Recall Is about 5% or Lower for All Messages Q34. What specifically did you hear? (UNAIDED) Unaided awareness tends to be lowest for “coins slow you down.”

38. 38 Aided Ad Recall Is Strongest for “E-ZPass Is Faster” and “People Save Time with E-ZPass” – Especially among Current E-ZPass Users Q35a-g. Do you recall hearing or seeing an ad that said... (AIDED)

39. 39 Total Recall Is Highest for “E-ZPass Is Faster” and “People Save Time with E-ZPass” – Across All Three Groups 30% 26% 23% 34% 32% 31% 16% 18% 21% 16% 29% 21% 20% 26% 24% 19% 18% 34% 31% 28% 19% Q34. What specifically did you hear? (UNAIDED) Q35a-g. Do you recall hearing or seeing an ad that said... (UNAIDED)

40. 40 Television, Radio, and Daily Newspaper Are the Most Typical Sources of Transportation and Traffic Information Q53. Where do you typically get information about transportation and traffic issues? And, they reach all three groups about equally.

41. 41 Motorists Prefer to Receive Information about Tolling and E-ZPass from Television, Radio, and the Daily Newspaper – Regardless of Their Status as E-ZPass Users Q54. Which of these channels of communication do you most prefer to receive information about tolling and E-ZPass?

42. 42 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

43. 43 All Three Groups Are Most Likely to Say They Would Make No Changes To Their Commute if New Tolls Were Instituted; This Is Especially True for E-ZPass Users Q27a-h. How likely would you be to adopt each of the following in response to that new toll? ASKED ONLY OF THOSE WHO WORK 3+ DAYS OUTSIDE OF THE HOME 74% 63% 67% E-ZPass User n = 140 E-ZPass Prospect n = 154 Resident n = 152 31% 43% 44% 9% 12% 10% 4% 6% Both Prospects and Residents are more likely than current E-ZPass Users to say they would change their route if new tolls were instituted.

44. 44 Some Commuters Would Switch Modes in Response to Possible New Toll; They Say They Would Most Likely Try Carpooling, Vanpooling and Teleworking Q27a-h. How likely would you be to adopt each of the following in response to that new toll? ASKED ONLY OF THOSE WHO WORK 3+ DAYS OUTSIDE OF THE HOME 18% 26% 18% E-ZPass User n = 140 E-ZPass Prospect n = 154 Resident n = 152 14% 21% 14% 18% 20% 11% 7% 9% African-American Prospects and Users with incomes under $50K are more likely than their counterparts to respond by commuting by bus. While differences across the groups are fairly small, Prospects tend to express the greatest likelihood of changing modes. Residents are less likely than E-ZPass Users or prospects to say they would telework.

45. 45 More Are Aware of Advanced Electronic Tolling Than Congestion Pricing Q28. Prior to this survey, had you ever heard or read anything about a concept called “variable priced tolling,” sometimes called “congestion pricing”? Q30. Prior to this survey, had you heard or read anything about this advanced type of electronic tolling? Users and Residents who are aware of advanced electronic tolling are more likely to also be aware of congestion pricing, and vice versa. Prospects who are familiar with E-ZPass are more likely than Prospects who are not to be aware of advanced electronic tolling.

46. 46 Of Those Aware of Congestion Pricing, Prospects Are Most Likely to Say They Are Familiar with It Q29. How familiar would you say you are with variable priced tolling or congestion pricing? ASKED ONLY OF THOSE AWARE E-ZPass User n = 39 E-ZPass Prospect n = 38 Resident n = 33 52% E-ZPass Prospects Top-2-Box 44% E-ZPass Users Top-2-Box 39% Residents Top-2-Box Base sizes small. Interpret with caution.

47. 47 Of Those Aware of Advanced Electronic Tolling, Most Are Familiar with It Q31. How familiar would you say you are with this type of electronic tolling? ASKED ONLY OF THOSE AWARE E-ZPass User n = 105 E-ZPass Prospect n = 94 Resident n = 104 67% E-ZPass Prospects Top-2-Box 76% E-ZPass Users Top-2-Box 66% Residents Top-2-Box

48. 48 I. E-ZPass Awareness and Familiarity II. E-ZPass Usage III. Propsective Users Outline of Report IV. E-ZPass Perceptions V. Communications VI. Electronic Tolling: The Future VII. HOV Lanes Use and HOT Lanes Perceptions

49. 49 The Three Groups Are Equally Likely to Be Aware of the HOV Lanes on I-64; Prospects Are More Likely than Other Audiences to Be Aware of the HOV Lanes on I-264 Q36. Prior to this survey, were you aware of the HOV lanes on I-64? Q41. Prior to this survey, were you aware of the HOV lanes on I-264?

50. 50 Prospects Are More Likely to Be Familiar with the I-64 HOV Lanes Q37. How familiar are you with the HOV lanes on I-64? ASKED ONLY OF THOSE AWARE E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 78% E-ZPass Prospects Top-2-Box 67% E-ZPass Users Top-2-Box 75% Residents Top-2-Box Prospects who are aware of E-ZPass are more likely than Prospects who are not to be familiar with the I-64 HOV lanes.

51. 51 Prospects Are also More Likely to Use the HOV Lanes on I-64 Q38. In a typical week, how often, if ever, do you use the HOV lanes on I-64? ASKED ONLY OF THOSE AWARE E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 Users, Prospects, and Residents who use the I-64 HOV lanes at least once a week are more likely than Users, Prospects, and Residents who do not to also use the I-264 HOV lanes at least once a week and vice versa.

52. 52 Without Prior Information about HOT Lanes, Roughly a Third Are Supportive of HOT Lanes on I-64; Residents Are Most Supportive Q39. Based on this description, how supportive would you be of converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 35% E-ZPass Prospects Top-2-Box 27% E-ZPass Users Top-2-Box 37% Residents Top-2-Box Opinion Leaders are community and civic leaders who have the power & potential to influence others. Some support for HOT lanes already exists among Opinion Leaders. For example, 43% of E-ZPass Prospects who are Opinion Leaders support HOT Lanes on I-64.

53. 53 Supporters of HOT Lanes on I-64 Do Not Seem to Have Clearly Defined Reasons for Supporting HOT Lanes, Although a Few Mention that the Lanes Would Ease Congestion and Encourage People to Carpool E-ZPass UsersE-ZPass ProspectsResidents Supportive of HOT lanes16%23%22% Would help ease congestion5%6% Encourage people to carpool1%3%1% E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 Reasons for supporting HOT lanes on I-64 Q45. Why do you say that (support or not support HOT lanes on I-64)?

54. 54 Most Often, Non-supporters of HOT Lanes on I-64 Say That They Don’t Want to Pay for It, They’ve Already Paid Taxes, or It’s a Waste of Money E-ZPass UsersE-ZPass ProspectsResidents Don’t want to pay for it/don’t want any more tolls 12%13%9% Not supportive of HOT lanes20%11% Already paid taxes, shouldn’t have to pay tolls 8%10%9% It doesn’t support single drivers4%6%7% Would make traffic worse4% Fine the way it is5%3%4% It’s waste of money2% 3% E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 Q45. Why do you say that (support or not support HOT lanes on I-64)? Reasons for not supporting HOT lanes on I-64

55. 55 Those with Neutral Views of HOT Lanes on I-64 Believe the Lanes Would Have No Impact on Them or that They Need More Information to Come to a Decision E-ZPass UsersE-ZPass ProspectsResidents Does not impact me13%10%11% Need more information3%4%7% E-ZPass User n = 194 E-ZPass Prospect n = 192 Resident n = 196 Q40. Why do you say that (support or not support HOT lanes on I-64)? Reasons for neutral view of HOT lanes on I-64

56. 56 Prospects Are Also Slightly More Familiar with the I-264 HOV Lanes Q42. How familiar are you with the HOV lanes on I-264? ASKED ONLY OF THOSE AWARE E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148 67% E-ZPass Prospects Top-2-Box 58% E-ZPass Users Top-2-Box 60% Residents Top-2-Box

57. 57 Prospects Are Also More Likely to Use the I-264 HOV Lanes Q43. In a typical week, how often, if ever, do you use the HOV lanes on I-264? ASKED ONLY OF THOSE AWARE E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148

58. 58 Similar to Support for the I-64 HOT Lanes, About a Third Support I-264 HOT Lanes Q44. Based on this description, how supportive would you be of converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE 34% E-ZPass Prospects Top-2-Box 28% E-ZPass Users Top-2-Box 37% Residents Top-2-Box E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148 Those in all three groups who are supportive of the HOT lanes on I-64 are more likely than those who are not to be supportive of HOT lanes on I-264.

59. 59 Most Often, Supporters of HOT Lanes on I-264 Mention an Improvement in Traffic Congestion and Encouraging Carpooling – But, for the Most Part, Supporters Do Not Have Clearly Defined Reasons for Supporting the HOT Lanes E-ZPass UsersE-ZPass ProspectsResidents Supportive of HOT lanes16%20%23% Would help ease congestion6%7%4% Encourage people to carpool3%2%1% E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148 Reasons for supporting HOT lanes on I-264 Q45. Why do you say that (support or not support HOT lanes on I-264)?

60. 60 Most Often Criticism of HOT Lanes on I-264 Relate to Money: Not Wanting to Pay for It, Already Paid Taxes, It’s a Waste of Money E-ZPass UsersE-ZPass ProspectsResidents Don’t want to pay for it/don’t want any more tolls 14%18%13% Not supportive of HOT lanes11%6%7% Already paid taxes, shouldn’t have to pay tolls 6%7%5% It doesn’t support single drivers2%4%5% Would make traffic worse10%7%5% Fine the way it is3%2%3% It’s waste of money1%2%1% E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148 Q45. Why do you say that (support or not support HOT lanes on I-264)? Reasons for not supporting HOT lanes on I-264

61. 61 Those Who Adopt a Neutral View Regarding HOT Lanes on I-264 Do Not Envision Potential HOT Lanes on this Corridor Impacting Them or They Say That They Need More Information E-ZPass UsersE-ZPass ProspectsResidents Does not impact me13%9%14% Need more information3%6%3% Q45. Why do you say that (support or not support HOT lanes on I-64)? E-ZPass User n = 146 E-ZPass Prospect n = 179 Resident n = 148 Reasons for neutral view of HOT lanes on I-264

62. 62 Support for HOT Lanes on I-64 Is Fairly Consistent across Gender, Race and Level of Education GenderRaceEducation Male Female White Other Less than college grad College grad Support HOT lanes on I-6436%31%36%25%29%36% Do not support HOT lanes on I-64 62%68%63%73%69%62% Q39. Based on this description, how supportive would you be of converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE

63. 63 Support for HOT Lanes on I-64 Is Fairly Consistent among Those Working and Not Working and Voters and Non-Voters; Support Increases with Income Employment Income Registered Voter Employed Not employed Under $35K $35- $79K $80- $99K $100K or higher Yes No Support HOT lanes on I-64 34%27% 31%35%42%33%28% Do not support HOT lanes on I-64 64%70%72%68%61%57%65%72% Q39. Based on this description, how supportive would you be of converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE

64. 64 Similar to I-64, Support for HOT Lanes on I-264 Is Fairly Consistent across Gender, Race and Level of Education GenderRaceEducation Male Female White Other Less than college grad College grad Support HOT lanes on I-26434%32%35%26%29%37% Do not support HOT lanes on I-264 64%67%64%72%70%62% Q39. Based on this description, how supportive would you be of converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE

65. 65 Support for HOT Lanes on I-264 Lanes Is Slightly Higher among those Employed and those with Higher Incomes ($80,000 and Higher) Employment Income Registered Voter Employed Not employed Under $35K $35- $79K $80- $99K $100K or higher Yes No Support HOT lanes on I-264 36%23%28%29%41%39%33%34% Do not support HOT lanes on I-264 64%76%72%70%56%61%66% Q39. Based on this description, how supportive would you be of converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy Toll lanes? ASKED ONLY OF THOSE AWARE

66. 66 Conclusions and Implications

67. 67 Conclusion: Levels of awareness and familiarity with E-ZPass are high among motorists in Hampton Roads, even among those who do not currently use E-ZPass in Hampton Roads. More than three-fourths of E-ZPass Prospects and Residents are aware of E-ZPass; and, about two-thirds of Prospects and Residents who are aware of E-ZPass also say they are familiar with it. Implication: Significantly growing awareness of E-ZPass among Prospects may not increase their adoption of E-ZPass. Converting Prospects to Users by overcoming their concerns or persuading them of the benefits, ease of usage, and affordability may be more effective than growing awareness. Conclusion & Implication: E-ZPass

68. 68 Conclusion: Current Users are especially satisfied with E-ZPass. More than 9 out of 10 current Users say they are satisfied with E-ZPass; and, more than 9 out of 10 would recommend it to family and friends. Implication: Satisfied users may be good “marketers” for E-ZPass. In fact, they may already be “marketing” E- Zpass through “word of mouth.” Explore the use of “testimonials” or “usage scenarios” with satisfied users to market E-ZPass. In the development of key messages explore the effectiveness of benefits Users most value: saving time and not having to carry cash. But, don’t forget the lower income levels of Prospects and the potential appeal of “cost” messages. Conclusion & Implication: E-ZPass

69. 69 Conclusion: “Familiarity” increases the likelihood of usage of E-ZPass. E-ZPass prospects are more likely to say they will obtain an E-ZPass in the next year if they are already familiar with it. Implication: Use marketing and communications as a way to increase familiarity of E-ZPass, not just grow awareness. Use marketing to educate and inform motorists about E-ZPass, not just attract their attention. Conclusion & Implication: E-ZPass

70. 70 Conclusion: Both current Users (80%) and Prospects (50%) tend to think the cost is cheaper with E-ZPass than paying at the booth. But, Prospects are much less likely to hold this view. In fact, half of Prospects do not think it is cheaper with E-ZPass. Thus, because they do not have strong reasons to use E-ZPass, have lower incomes than Users, and may not save any money with E-ZPass, they have not obtained an E-ZPass. Implication: For some Prospects, cost may be a factor in not obtaining an E-ZPass. While they may believe E-ZPass could save them time and is convenient, it also costs money. Explore the development of messages and promotions that educate Prospects about the cost of E-ZPass and any cost savings. Consider the implementation of promotions that offer a cost savings with E-ZPass, e.g., every fifth trip with E-ZPass is free. Conclusion & Implication: E-ZPass

71. 71 Conclusion: Marketing messages about time and ease tend to post the strongest levels of recall: “It’s easier with E-ZPass,” “E-ZPass is faster,” “People save time with E-ZPass.” This holds true for both current Users and Prospects. Implication: Messages recalled and an important reason for using E-ZPass (saving time) are consistent. Continue to communicate “saving time” as a benefit of E-ZPass, but don’t overlook other message components or promotions that may be persuasive, i.e., cost. Conclusion & Implication: E-ZPass

72. 72 Conclusion: While many commuters say that they would make no changes in their commute in the event of new tolls, about one-fifth would try commuting in a carpool or vanpool or they would telework. Implication: Other research has indicated that ridesharing awareness and usage is low and underdeveloped in the Hampton Roads’ area. Instituting new tolls in the Hampton Roads’ area may have an impact on mode choices and provide an opportunity to educate commuters about their commute options. Take advantage of the opportunity to grow the use of ridesharing in Hampton Roads that would be provided by instituting new tolls. Conclusion & Implication: New Tolls

73. 73 Conclusion: Motorists in Hampton Roads are more likely to be aware of and familiar with advanced electronic tolling than congestion pricing. Implication: Introduction of congestion pricing in Hampton Roads will be more challenging than introduction of advanced electronic support. Advanced electronic tolling would start in a more favorable position simply because a greater level of awareness and familiarity already exist. Conclusion & Implication: Advanced Electronic Tolling and Congestion Pricing

74. 74 Conclusion: Support for possible HOT lanes on I-64 and I-264 is surprisingly high. Without prior information about HOT Lanes on these routes, about a third of respondents said that they supported making the HOV lanes on these routes into HOT lanes. Some Opinion Leaders are even more supportive. More than 4 out of 10, or 43%, of Prospects who are also Opinion Leaders support HOT lanes on I-64. Implication: Explore the possibility of implementing HOT lanes on I-64/I-264. HOT lanes could be a way of implementing new tolls in a way that is “acceptable” to residents and introduces them to advanced electronic tolling and congestion pricing. Put in place a strong marketing/communications plan to build on the support that already exists. Explore the potential of utilizing Opinion Leader support by transforming Opinion Leaders into Apostles for HOT lanes. Conclusion & Implication: HOT Lanes

75. 75 One Final Observation

76. 76 Nearly Half of Respondents Agreed to Participate in Future Transportation Research Q57. Would you be interested in participating in future research, such as focus groups, telephone interviews, or internet surveys, related to transportation issues in your area? This level of interest is slightly higher than is typical in other areas in Virginia, suggesting a fairly high level of interest in this and other transportation topics in Hampton Roads.

77. 77 Summary of Key Findings

78. 78 Summary of Key Findings Awareness of E-ZPass is fairly high among motorists in Hampton Roads. It will be difficult to grow awareness higher, and increased awareness will not generate much new usage. New usage will come about by persuading Prospects of the benefits and ease of usage and overcoming their concerns about cost. Current users are quite satisfied with E-ZPass. Explore utilizing this satisfaction to market E-ZPass to Prospects through testimonials or usage scenarios. “Familiarity” increases the likelihood of usage of E-ZPass. Use marketing and communications as a way to educate motorists about E-ZPass and increase familiarity – not just to grow awareness.

79. 79 Summary of Key Findings Concerns about cost seem to be preventing some Prospects from obtaining an E-ZPass. Confront issues of cost directly by developing messages and promotions about cost and cost savings. Don’t forget benefits that matter to current Users, e.g., saving time and easy payment of tolls. Use marketing messages to reinforce recognition of these benefits among satisfied customers – and, potentially, convert Prospects to Users. Introduction of new tolls in Hampton Roads would prompt some commuters to try alternate modes, e.g., carpooling. If new tolls are introduced in Hampton Roads, take advantage of this opportunity to grow ridesharing through a strong marketing and communications program.

80. 80 Summary of Key Findings Awareness of advanced electronic tolling is much higher than awareness of congestion pricing. In fact, only about 20% have heard or read anything about congestion pricing. Strong communications will be necessary to introduce congestion pricing in Hampton Roads. Support for possible HOT lanes on I-64 and I-264 is surprisingly high. Implementation of HOT lanes on I-64 and I-264 may be an important way to introduce new tolls and congestion pricing in Hampton Roads. Explore the possibility of implementing HOT lanes on I-64/ I-264.

81. 81 Appendix

82. 82 Demographic Profile of E-ZPass Users, Prospects, and Residents

83. 83 E-ZPass Users Skew Slightly Older and Prospects Slightly Younger Q2. In what year were you born? E-ZPass User mean – 45 E-ZPass Prospect mean - 42 Resident mean – 44

84. 84 E-ZPass Users, Prospects and Residents Are Equally Likely to Be Male; A Similar Pattern Holds True for Females Q56. Gender (interviewer recorded)

85. 85 Prospects Are More Likely than Users to Be African-American Q47. Which one of the following best describes your racial background?

86. 86 Users and Prospects Have Slightly Lower Levels of Education than Other Residents Q46. Which of the following categories includes the last year or grade of school you have completed? 44% E-ZPass Prospects College degree 49% E-ZPass Users College degree 59% Residents College degree

87. 87 While All Three Groups Tend to Be Employed, A Greater Proportion of E-ZPass Users Is Retired Q50. What is your employment status? Are you:

88. 88 E-ZPass Users, Prospects and Residents Are Equally Likely to Work Three or More Days Outside the Home Q6b. How many days a week do you work outside your home? ASKED OF THOSE WHO CURRENTLY WORK FULL OR PART TIME E-ZPass User n = 152 E-ZPass Prospect n = 171 Resident n = 168

89. 89 No Distinct Occupational Differences Are Apparent Across the Three Groups Q51. Which of the following best describes your work or occupation? ASKED OF THOSE EMPLOYED E-ZPass User n = 147 E-ZPass Prospect n = 164 Resident n = 167

90. 90 E-ZPass Users Have Slightly Higher Incomes Q5. Which of the following best represents your total annual household income? E-ZPass User mean – $74K E-ZPass Prospect mean - $67K Resident mean – $70K

91. 91 Not Surprisingly, The Majority Commute Alone – And, All Three Groups Are Equally Likely to Use This Commute Mode Q52. Which of the following transportation modes do you use most often when commuting to work? ASKED OF THOSE EMPLOYED E-ZPass User n = 147 E-ZPass Prospect n = 164 Resident n = 167

92. 92 Thank You! For additional information on this report, please contact Dr. Karen Smith Southeastern Institute of Research 804-358-8981