Survey Research Associates – LOCAL LONDON BUS GUIDES RETENTION SURVEY 1993

Description

Survey Research Associates evaluated London Buses’ 36 local bus guides (distributed to 34 million Greater London households) to measure recall, usage and retention. Face-to-face interviews (main stage Dec 1991; n=1,126) sampled areas by distribution month. Spontaneous recall was 37% and prompted recall 43% (≈1.4 million households). Of those recalling the guide, 69% had looked at it (≈964,000 households) and 43% of those had used it for journey planning (≈414,000 households). Receipt was mainly by letterbox (85%). Use extended beyond frequent bus riders—many infrequent or non-users and car owners also viewed the guide. Most users accessed it “every now and then” or more often; household use typically involved about one other person. Retention was high: 70% still had the guide, with around 60% of those keeping it long term (nearly one million households). Guides were stored accessibly (living room 30%, kitchen 21%). Older adults and women were more likely to recall, use and retain the guide. Recommendation: exploit guides as a promotional tool but avoid changes that alienate current users.