Transport and Travel Research Ltd – PASSENGER INFORMATION – SEGMENTING THE MARKET 1992

Description

Doncaster group discussions identified multiple ways to improve passenger information: clearer route displays on destination blinds, inside vehicles and at stops; on-vehicle route maps and town-centre maps; prominent service numbers; real-time arrival displays; and better-distributed timetables, leaflets and newspaper notices. Passengers want reassurance about timings, seat availability and route changes—especially for unfamiliar journeys or off-peak travel—while many find timetables hard to access or interpret and phone services limited. Too many choices without guidance can confuse users. The report proposes a six-segment market based on frequency of bus use and familiarity (from regular commuters to those who’ve never travelled locally), each with distinct needs ranging from simple reassurance to promotional, teaching and operational information. Current information provision (largely timetables) is inadequate to meet these varied needs. The authors recommend further research, audits, cost–benefit evaluation of new technologies, and a targeted information strategy to ensure cost-effective improvements and increased public transport use.