Accent Marketing & Research – MAPS AND TIMETABLES AT BUS STOPS 1999

Description

This May 1999 London Transport study combined 510 hours of covert video and 553 face‑to‑face interviews at seven sheltered bus stops (including two Countdown displays and one night stop) to assess use of maps and timetables. Video recorded 3,506 people viewing 4,457 information items (1.3 items per person); average scrutiny was about 30 seconds (maps 35s, timetables 26s). Interviews showed timetables were the most consulted source (present and used by ~78% of information users), while large shelter maps were used less but still judged useful by many. Main information sought: which bus to catch (47%), when the next bus is due (30%), where the bus goes/route/destination (24–22%). Most respondents found maps (72%) and timetables (83%) easy to read; reported difficulties related to complexity or small print. Non‑use was usually due to route familiarity (81%). Use varied by stop, time and traveller type: busier stops and frequent users consulted posted information less, while Countdown displays and weekends increased use. Overall, stop information is widely used and generally effective.