Pells, Barnes, Kevill and Drake – SEGMENTING THE MARKET FOR BUS SERVICE INFORMATION 1994

Description

This study examines bus service information needs in South Yorkshire after deregulation reduced patronage and increased reliance on buses among many households. The Passenger Transport Executive (SYPTE) is mandated to provide public information via leaflets, telephone, travel centres and station screens. Researchers used qualitative escorted trips (42) and a structured interview survey (3,492 respondents) to identify information requirements and market segments. Findings show information needs vary by trip phase and user: unfamiliar or first-time trips create the greatest demand (location of stop/station, service number, departure/return times, fares), while regular users rely on experience, drivers and fellow passengers. Young people (16–24), rural residents, those making connections and group travellers show higher demand. Segmentation produced identifiable but not strongly distinct groups, suggesting re-packaging and better targeted distribution of basic information is preferable to many bespoke products. Improved, real-time information could reduce uncertainty, improve perceived reliability and make bus travel more attractive.