Browning and Linn – BUS INFORMATION PUBLICITY 1979

Description

The National Bus Company Research Department reviewed timetable publicity after concerns that standard 1964 formats no longer served passengers. Two-stage surveys (Stage 1: 690 interviews in Peterborough, Southend and Kidderminster; Stage 2: 380 interviews in Holbeach and Kidderminster) examined use and comprehension of timetables, 12‑ vs 24‑hour clocks, two‑dimensional formats and presentation of frequent services. Key findings: fewer than half of respondents kept timetables; many struggled with the 24‑hour clock (less than about 40% at ease) and a substantial share could not interpret two‑dimensional timetables; the 12‑hour clock and one‑dimensional “read‑down” lists were preferred; grid (“MAP style”) timetables ranked least popular; full timetables were favored over shorthand headway descriptions. An Ontario study corroborated that users understand network maps but not timetable timing. Conclusions recommend separating operational timetables from public promotional material, producing system guides with maps, and issuing several area one‑dimensional 12‑hour leaflets (with mini‑maps) to improve accessibility.