Travel Demand Management Customer Insight - Qualitative insights - Auckland 14 March 2019 - NZ Transport Agency
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Travel Demand Management Customer Insight Qualitative insights – Auckland 14 March 2019
Contents
1 Who we spoke with
2 The Auckland context – how it might be different from other regions
3 The decision-making variables for choosing peak hour transport modes
4 Attitudes towards transport modes in peak hour
5 Tackling SOV peak hour journeys
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 2
Who we spoke with
1 Young, single living alone
Route origin & destination 5 carpooling
15 SOVs
(across motorways and main urban routes) and mode: 2 Young couple, no kids
Young adult living with
North x8 3 bus 11 in Pre-Contemplation (I drive by 4
parents/extended family
myself/solo for most of my peak time
trips, and I don’t intend to make any 4 Group flatting
changes)
2 ferry 4 in Contemplation (I drive solo for 2 Single parent
most of my peak time trips. I am
3 SOV | 5 non-SOV HH - mainly pre-school kids
considering driving less often, but I’m not 3
sure how to do it)
4 into the city 3 cycling 5 HH - mainly school age kids
7 on motorways
West x12 Recent migrants from a city with
traffic congestion x3 3 HH - mainly older kids
1 e-scooter
Age 5 Older couple no kids at home
4 8 12 6 1 Older single
6 SOV | 7 non-SOV South x10
Journey purpose:
18-24 25-35 36-49 50-70 Ethnicity:
6 into the city 6 SOV | 4 non-SOV
7 on motorways 23 for work 16 NZ Euro / Pākeha
3 into the city 4 NZ Māori
7 on motorways
HH Income: 3 Pacific
3 for education
< $39k 5 (people) 7 Asian (Indian, Chinese, Filipino)
$40 - 70k 5 2 able to choose
2 for leisure/social
$71-100k 5 flexible working
Gender: 16 14 hours/work from
2 multi-purpose < $100k 15
home
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 3
2 THE AUCKLAND CONTEXT How Auckland may differ from other regions
Regular peak hour journeys can be long
People can have long journeys to get to work and education because of Auckland’s:
• Geography (long, skinny)
• Population size and spread
• Cost of housing
• Diverse locations of employment
The rapid growth in population and increase in housing costs expose the lack of
integrated planning across housing, employment and transport
• Employment ‘hubs’ are in a variety of locations across the region, not just the CBD
• E.g. the Airport and Manukau (south), the North Shore (Rosedale, Smales Farm),
Ellerslie, Highbrook (south/east), Rosebank (west)
Many people are living far from the CBD and other areas of employment due to a lack of
housing density and the high cost of centrally located housing
Photo by Veri Ivanova on Unsplash
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 5
Traffic congestion is noticeably worsening
People have noticed their road journeys take longer now than they did a
few years ago
• Perceptions and experiences are reinforced by reports in the media
of “an 800 extra cars a week”
• ‘Peak hour’ is getting longer and occurs on weekends too
• The non-main routes / alternatives to motorways are also congested
Increased congestion has triggered some people to re-evaluate
their options
Three years ago, this road didn’t have a
problem with congestion.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 6
Travel times, most notably on roads, are variable and unpredictable
The variability in travel times on roads are typically caused by factors beyond an
individual’s control
• Weather, accidents, road works, time of day, day of the week, events, holidays,
other drivers (speed/competence/etiquette) and the number of cars on the
roads
Over long distances (20km to 40km journeys), the impact of one or two delays
makes a considerable difference to travel time
The unpredictability makes it difficult to plan and creates stress
Especially when there are deadlines
• Getting to work on time, meeting clients, picking up kids
• Bosses can get angry, some people’s pay is docked if they are late, childcare
centres close and have steep late pick up fees
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 7
The long and unpredictable journeys increase time pressures and stress
• People are very aware of how much time they spend in transit each day
• This takes away from leisure, social and family time
• And creates stress, a sense of rushing, and worrying about being late
In Auckland, people are often contemplating their travel
journey, trying to figure out better ways.
They are receptive to messaging (both good and bad) and
open to initiatives and ideas.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 8
Long journeys impact people’s choices of work and housing
The time, cost and associated stress of long commutes can influence where people choose to live and work (when they have a
choice), e.g.
• Paying more to live closer to work
• Choosing homes that are close to public transport
• Not taking a job that is far away and hard to get to
• Changing jobs to avoid a lengthy, stressful and difficult commute
Unskilled workers, younger people, renters and those on lower incomes are more heavily disadvantaged as they have fewer choices
of employment and housing
Employers are also suffering
• In other research we have conducted business owners report people are asking for more money, or are having difficulty finding
workers because it is harder (takes longer) for people to travel to them
– E.g. a company near the Airport used to have many staff from the North Shore
• An employer survey found workplace morale was being undermined as frustrated employees arrived at work stressed, having
negotiated traffic delays
• The survey also cited the increased dependence on public transport was a concern for employers as many employees were late
to work (Source: NZ Herald, “Auckland's housing crisis creating brain drain”, 5 July 2016)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 9
Examples of the impact of travel on work and housing
Jonathan is aware of job
opportunities in Ellerslie (finance
sector) or the Airport (logistics) but
is ruling them out because
getting there via public transport
from the North Shore is difficult
and would add another 40 or more
minutes to his journey (he has built
a house in Hillcrest on the back
section of his parents-in-law’s
house and has a young family, so
moving is not an option). In the video he talks about the additional
salary he would need to justify the
additional time spent travelling.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 10Examples of the impact of travel on work and housing
Dana is in her last week at work
Michelle lives in Onehunga and
after 14 years.
works in East Tamaki, but visits
A major contributor to the gym daily in the CBD before
changing jobs is the work.
opportunity to work a lot
She is thinking quite actively
closer to home - her new job
about either getting a new job
will be 7km away.
to cut down on the amount of
She lives in Papakura and time driving (which she hates
currently works in East Tamaki. with a passion) or moving out of
Auckland altogether.
She values her sleep and will
relish the chance to get up a bit She did look at buying a place in
later and feel like she has more Maraetai to avoid congestion,
control over how long it takes but the bank wouldn’t lend her
her to get to work. the money.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 11Examples of the impact of travel on work and housing
Harini, came from India 4 yrs ago, she
Mike is an IT contractor, living in
doesn’t feel confident driving in
Henderson Valley. He only
Auckland. She lives out west and
accepts roles that are within
works near the train station in Ellerslie.
easy (under an hour) access
They recently bought a house - the
of public transport. He
key criteria was that it was close to
carpools with his neighbour to
public transport. Their new home is
Sunnyvale, takes a train then
right over the fence from Sturges Rd
walks to the CBD.
train station and there’s a bus stop out
the front.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 12Long journeys influence how people make trade-offs
The length of the journey impacts on cost, time, stress levels
and ‘use of time’ / productivity
Longer journeys can make some public transport alternatives
work out to be cheaper because of the savings in petrol
People spending 50 minutes in the car can see the additional
10 minutes via public transport as a reasonable trade-off
whereas an additional 10 minutes on a 15 minute journey can
be too big a barrier
The driving time for a long journey can seem like ‘dead’ or
‘lost’ time, whereas on public transport this time can seem
more useful - ‘found time’
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 13Rhea talks about how the bus journey provides valued relaxation time
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 14The length and complexity of journeys takes time to figure out and
make PT connectivity difficult
In weighing up alternatives, some people go through range of
PT connectivity is difficult with long, complex routes
calculations and factors including one or more of these
variables: Travel that is not into the CBD is challenging
• Cost, duration, predictability, use of time, the purpose of the
journey and the experience of the travel mode Some areas of high / growing employment lack PT nodes
and/or connectivity, e.g. the Airport, East Tamaki / Highbrook
Key variables they are trying to make headway on are:
Some journeys require a fairly complex mix of modes
• Saving time door to door, saving money, alleviating stress,
or improving their use of time, being or feeling safe • John drives from Waterview to park his car for free near
Ponsonby, where he leaves his motorised scooter overnight,
There is a real sense of satisfaction when they’ve cracked it ‘I and he then rides his scooter to work where parking is free. It’s
bought myself an extra 5 minutes doing this’ too dangerous to ride his scooter from Waterview to
Kiwis like to apply a bit of ingenuity to their commute challenge Ponsonby.
- trying to outsmart the traffic and find a shortcut or better way Electric scooters and bikes are starting to be used
• In the car, there is a heavy dependence if not addiction to • “On the train the other day I saw a guy in a suit with a fold-up
Google Maps to find the fastest routes electric scooter. That was pretty inspired, way easier than
• “I always like to think through a cunning shortcut, the trouble is taking a bike on the train.”
there’s always about 100 people having the same brilliant idea
and we’re no better off.”
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 15People have lots of conversations about getting around Auckland
A lot of conversational air time is given to traffic and congestion
• On social media (e.g. Neighbourly and neighbourhood Facebook pages), at work and when socialising
Amongst SOV’s there can be a focus on the problem, a sense of powerlessness and who’s to blame.
• Extreme travel times, congestion issues and the negative flow on effects for the individual
But there can also be discussions about alternatives, tips and ideas
• Routes - different ones to try
• Parking - where and the cost
• What time Park and Rides get full
• How long it takes to get from their suburb to a transport node or destination during peak hour
• How good/bad services and experiences are
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 16Changes to the bus routes in 2018
The changes in routes have increased the frequency of
‘feeder’ buses to the Northern Express busway
• Some people are now taking the bus rather than
driving to a station on the Northern Express
But some journeys are now longer with more changes
required
• Ben, from Massey (West Auckland), used to have a bus
stop outside his door and a direct route into CBD. With the
new system he has to change buses and it’s a more
roundabout route. The old trip used to take 1 hour 10, now
it’s 1 hour 40 min
Image from NZTA Website
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 17Parking can be expensive and is becoming more scarce
The cost of parking in the CBD is high
• AT increased the Downtown carpark rates to $40 per day in 2019 and had
already removed early bird rates in 2015
• All day rates across AT and private car parks range from $18 early bird to $60
per day
If it hits a personal threshold, it can force SOV’s to consider alternate options
• Fiona lost her car park in the city so now takes the train - she drives from Titirangi
to the Fruitvale station where there is free parking on the streets. It takes about
the same amount of time as driving door to door, and she’s really enjoying the
books she’s been reading.
However the cost and availability of parking as part of a PT solution is a detractor
for PT
• Finding a park can be a challenge, adding time and stress to a journey
• This is factored into decision making and seems to have more impact on PT
options where finding a park in time puts a connection at risk
• Park and Ride car parks are becoming full earlier and earlier
• People seem to be more sensitive to the cost of parking as part of a PT
journey than SOV journeys
– Probably due to the other trade-offs made for using PT (i.e. less convenient)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 18Impact of the regional fuel tax and price increases
Within this research sample no one had switched to non-SOV
travel due to the increase in fuel
“Petrol is much more expensive now so we cut
• Their alternative options were not easy
our weekend drive, we just don’t go…
The high cost of fuel is influencing other behaviour, e.g. nowadays we seldom go to Piha [even from
• Driving less for leisure on the weekends West Auckland]”
• Filling up daily with just enough to get to and from work “I put $15-20 in a day - it stops me from
making unnecessary trips like visiting friends,
otherwise I won’t be able to get to work by the
end of the week.”
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 19What do people believe are the causes of congestion?
• Increased population, particularly immigration
“It’s not me, it’s you”
• Number of cars on the roads
Typically SOV drivers do not
• Poor driving skills - speeding up and slowing down rather
than driving at a consistent speed shoulder any of the blame
• Poor driving etiquette - stressed, frustrated, angry drivers • Often because they do not consider there are viable
taking risks or “being idiots” alternatives
• Accidents as a result of the above • They tend not to recognise themselves as part of the
problem.
• Motorway on-ramp traffic lights
• If they do they are quick to justify or get defensive
• Traffic lights in general (instead of roundabouts)
A few do feel guilty and would like an alternative “
• Not enough lanes
• Not enough or ineffective public transport
• Poor image of public transport “If I could car pool I’d be saving money and saving space on
• Road works the road, I’d be thinking ‘I can do something to help this
problem’.” (Joseph, SOV)
• Poor planning of the city, lack of infrastructure
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 20Aloyes talks about congestion
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 21The climate is increasingly ‘ripe’ for alternatives to driving
People are becoming more open to
alternatives due to the increase in congestion,
longer travel times and the cost of parking
Some public transport journeys are quicker,
more consistent, cheaper or a better use
of time
1 2 3 4 5
But we expect most SOV drivers are stuck in
‘Contemplation’: Pre-
Contemplation Contemplation Preparation Action Maintenance
• Have not really investigated an alternative
Thinking about Occasionally and
• Feel cynical or apprehensive about PT No intention to
reducing SOV use
Commitment and
tentatively trying
Habitual and
reduce SOV use or intention to make confident use of a
• Have tried an alternative but it was not use alternatives
or using
alternatives
the change
out a new
behaviour
new mode
good enough to make a regular change
(relapsed back from ‘Action’)
• Looked at (but not tried) an alternative and
decided it was ‘too hard’
RELAPSE
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 22The current climate also feels quite punitive
The way SOV drivers talk about transport is mostly negative
It feels like there is “too much stick and not enough carrot”, more of the “People started using Parnell because
‘push’ to get out of the car and not a lot of ‘pull’ towards taking an there’s a big car park next to the train
alternative station but then they started charging for
While SOV travel is problematic, SOV travellers can feel like they have no it. It’s like they’re punishing you for taking
choice or perceive the alternatives as being difficult or unworkable the train. This is the whole stupid thing of
it - they restrict things, so you take public
• Stuck between a rock and a hard place, it’s difficult to see a way forward
transport and they piss people off, make
When people talk about non-SOV travel in other cities, they probably pick it harder for people… they think about
out the highlights and downplay the realities, e.g. income revenue as opposed to enabling
• Trains are fast and frequent in Japan but you have to get pushed on people to take the train or the bus… The
during peak hours carrot isn’t there, it’s a big stick.”
(Luke, drives SOV 2-3 times a week and the
• There are lots of tubes and trains in London but they do get full and train twice a week from Takanini to Britomart)
suffer delays
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 233 The decision-making variables for choosing peak hour transport modes
The decision-making trade-offs
Cost
Experience on Predictability
People use one or more of these the journey
factors in choosing their peak
hour mode of transport:
Use of time Duration of
Journey
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 25Cost
People endeavour to weigh up the cost of: Driving costs are typically limited to parking and a rough
• Parking estimate of petrol (how much they spend weekly or daily at the
gas station)
• Petrol
• PT fares Other running costs and depreciation are seldom taken into
consideration
But price comparisons can be inaccurate -
overestimating PT and underestimating SOV costs An easy journey calculator like ‘What’s my number’ for
electricity might help (including depreciation, parking, fuel
From previous research, we know a large segment of consumption for your vehicle, maintenance/wear and tear)
NZers have a tendency to do faulty maths - maths that is
inaccurate and favours their existing or preferred
behaviour (rather than facts and reality)
SOVs who have done no or very limited research on fares “If I use public transport it’s
tend to overestimate the cost of PT fares and may go by going to cost an arm and a
experiences from many years ago leg” (Aloyes, SOV)
• May look at the cash fares rather than the HOP card
fares (can be a big difference, e.g. $3.45 vs $12.50)
• Unlikely to invest in a HOP card until they’re
convinced PT will work for them
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 26Examples of how people weigh up cost
• When Brian had no WOF he looked at taking the bus from
Whangaparoa to work in Greenhithe
• Even though he used the AT app, he only saw that it would mean three
buses and assumed that would be at a high cost based on the previous
fare regime where you were charged for each stage
• We looked at the app together and he was amazed that it was only
$3.45 each way
• However, he has no internet access at home and topping up his HOP
card requires a bus to the dairy, so he pays cash for his fares. The cash
fare is $12.50
• (Even though the HOP card fare is significantly less than his daily petrol
of $15-20, the cost saving is not quite enough to outweigh the
downsides of the time and hassle of 3 bus trips)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 27Examples of how people weigh up cost
• Petra thinks the fare for the train from West Auckland to Newmarket is
$4.75 each way, which is basically $5, or $50 a week
• She believes this is more than the amount of petrol she uses each week
• The actual fare is $3.45 – or $34.50 a week
• She is eligible for the tertiary fare of $2.60 but she hasn’t re-loaded her
student concession as she has to go to a station in person to do that
which is a hassle
• She’s continuing to drive…
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 28Examples of how people weigh up cost
• In contrast, Mike, who’s strong in maths, did the cold hard
calculations of the cost of owning and running his car
• He decided it made no financial sense to be a two car family
• He sold his car 18 months ago and now carpools, trains and
walks to work - from Henderson Valley to the CBD
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 29Duration
For most people, time is their most precious commodity - it is finite and feels scarce. Travel
time takes away from personal time, and people are protective of this
In general, people think about the duration of the trip as the time it takes from door to door
“You don’t get paid to
travel, it’s your time not
However, just like with the cost comparison, the duration time calculation tends to be your employer’s time.”
flawed - with maths errors leaning toward the preferred mode
“It’s all about time efficiency.
Drive times tend to rely on the SOV’s estimated average (despite huge variability) or on
You never get that time back.”
Google Maps or iMaps - these numbers can be lean and typically do not factor in the time it
takes to circle a parking building or the block to find a park, or the walking time to the
destination from the car park
“I can’t wait for the CRL, that’s
going to shave 15 minutes off my
In contrast, public transport duration times are: trip. That’s half an hour a day,
• Based on the AT app which includes walking times door to door two and a half hours a week.
That’s weeks of extra time a year -
• ‘Imagined’ or inflated based on a perception that PT will be slow/difficult/unpleasant -
time for my family, I could go for
especially if there is one or more connections involved
a jog, take the dog for a walk, be
A ‘What’s my number?’ type of calculator may be of value to enable SOV’s to more home before it’s dark. I’d have
objectively assess and compare the duration of trips based on different modes more time for me.”
While a short ‘saving’ per trip may not seem like much, when it’s put in context of per
week/per month/per year it can sway decisions
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 30Predictability
People want the confidence of knowing how long a journey is Being on time for work can be a big stress
going to take • Especially for people with unforgiving bosses, shift workers,
• Being able to plan accurately for the time, they feel in control people whose pay is docked for starting late or leaving early,
of their journey, and less stressed those who have patients waiting
But the increase in congestion has made some journeys quite Some people have shifted modes to one that is more
inconsistent predictable to minimise the risk of being late
• Times can vary by up to an additional 30 minutes • The new mode can be PT, driving or a combination
The AT app is not always accurate in predicting / monitoring • E.g. the Northern Express buses, trains and ferries
journey times generally have consistent journey times although trains can
be late, and ferries are affected by weather
• E.g. a customer was on a bus stuck traffic and the app said
they had arrived at 7.52 but at 8.03 they were still on the bus • Other buses can be late, full and not stop
• For PT users, particularly ‘rookies’, this fuels doubt about When driving people have the same doubt, but there’s a greater
when you’re going to arrive sense of being in control - you might get frustrated with the
traffic but don’t blame PT, the bus driver, or the app
Some committed SOV drivers allow the largest amount of time
they think they will need. If they get there early it is a bonus. This Typically there is heavy reliance on Google Maps for gauging live
makes the journey more predictable and less stressful. travel time and helping with predictability of the trip
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 31Example of an SOV switching to the train because it’s predictable
Iain is an osteopath who lives in Avondale and works in the city.
He walks to the train station from home which takes about 10-15 minutes, drops his child at school
on the way, takes the train to Britomart then walks to Beach Rd.
In the morning if his child is dragging their feet he will take the scooter and use it from the school to
the station to save five minutes, but he doesn’t like having to take the scooter as it is quite heavy to
carry around (and there is nowhere safe to leave it at the Avondale station).
“I did have the option of a carpark at Britomart, I tried it a few times but my hands were just
clammy because it takes to long to get there and when you have a fixed appointment with a new
person you can’t even be two minutes late.”
Iain’s moment of change was the stress of the unpredictability of driving, and his wife suggested he
start taking the train. He was surprised at how easy it was – easy to get a seat, punctual, fairly
regular and predictable travel time, and easy to use the HOP card.
He would like to cycle but feels it would be too hard to do every day.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 32Use of time
For those with longer journeys, how they spend their time can Even so, for SOV’s there is often a sense that driving time is
be a key factor in decision-making ‘lost’, ‘dead’ or ‘wasted’ time, especially when they are ‘stuck’ in
traffic or ‘crawling’ making little progress on their journey
Because travel time is personal time, people typically try
to reclaim this time by making it more productive or have In contrast, there are some SOV drivers (who love driving,
some value accept congestion and the duration of the trip) who simply relax
and enjoy the drive
SOV drivers may multi-task by eating (meals or snacks),
drinking, making personal or work calls/txts, listening to PT users, especially those who have transitioned from SOV, may
music/news/podcasts, applying make-up/shaving, doing hair, notice the exciting phenomenon of ‘found time’
getting dressed/changed
• For relaxing, socialising or being
This enables them to: productive - catching up on
• Leave later in the morning work or personal reading /
• Make time in the car more productive/useful listening / viewing
• Feel less bored or frustrated on their journey • The PT trip needs to be of a
decent length and fairly direct
(not broken up with
connections) to enable this
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 33Examples of how people use ‘found’ time
Jonathan values how he can spend the 30 min each way on the bus to and
from work - he’s close to the beginning of each route so always gets a seat.
“On the bus I don’t need to focus on the road. I can do something or do
nothing. Sometimes I’m still working on the way home doing emails on my
phone when I leave early to pick up my son from daycare.
JONATHAN
It’s good - if I’ve had a stressful day I can listen to music, or play a game.
I can also study for half an hour each way - it would be hard to find an hour a
day to study. I feel pretty good making the best use of that time. (I would still
prefer to live across the road from work though!)”
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 34Examples of how people use ‘found’ time
Ash makes a 30 min SOV journey from home in West Auckland to the city where he picks up his business
partner (who lives there) and they drive to their factory in South Auckland.
He uses the time productively, but differently in both trips:
• SOV: “I can finish my sandwich in the car or if my wife is in a good mood she makes me a protein
shake that I can take in the car. I have bluetooth in the car too, I was talking to a client taking orders,
so many things you can do … I can talk at my own volume in the car, my wife and I talk about more
important things when I’m in the car, she’s at ease, I’m at ease, nobody is listening. And the other
thing, I love music so I can listen to my favourite music at my volume.”
“I love my car. I’m still mindful • Carpooling is used for working on the business, and if they haven’t finished talking on the way
though, I’ll never let it happen home, they will stop to carry on: “We stopped for 5 minutes just off K Road to finish and then we
that we’ll take two cars and came to the Civic and I dropped him. We talk business all the time, that’s all we do.”
waste gas and have one more car
on the road. I’m quite aware of
that.”
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 35Experience on the journey
People’s actual experience or expected experience can be one Physical experience
or more of the following: • Am I going to be sweaty, wet, tired?
Personal safety
• Feeling safe at every point in the journey Pleasantness or otherwise of the surroundings
• Is the walkway to the train/bus well lit, clean and cleared of • Level of cleanliness on bus / train
vegetation?
• Having a comfortable seat vs standing room only
• Are there cameras and security people (that take action!) at
• Other travellers - being around “strangers” on PT
train stations and in the trains?
– Personal space, odours, catching viruses, annoying voices /
• Is there a dedicated cycle/walkway that’s free of traffic? Or a noises
low traffic route?
Level of stress (and related state of mind when arriving)
• How difficult/easy is this journey?
• How reliable/predictable is it?
• How many connections are there to negotiate?
• How long does it take?
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 364 Transport Modes – Attitudes and Behaviour
SOV driving is a hard habit to break
Control and freedom are big motivations that keep Those in Contemplation have experienced some change that
people driving has triggered consideration of alternatives
Those in Pre-Contemplation may: The driving/parking experience may have hit a personal
• Love their car or need their car (e.g. to ‘get out’ of a work threshold in terms of:
location that has nothing on offer at lunch time) • Cost (generally parking)
• Have no desire or need to explore alternatives or have • Duration of trip
assumed the alternatives are too hard or don’t suit their • Experience in terms of stress levels, use of time
image of themselves
• Have done little or no research And/or their personal circumstances have changed requiring a
different commute and a conscious review of their route and
• Have experienced no triggers to re-assess
possibly their mode, e.g.:
• There can be huge defensiveness (combined with lack of
• New job/study location
awareness) around alternative options, so they justify driving
• New home
But they may get stuck in Chronic Contemplation - having
1 2 3 4 5 explored and even tried alternatives and are convinced that they
Pre- are truly terrible (mode/s, duration of trip and number of
Contemplation Contemplation Preparation Action Maintenance
connections)
No intention to Thinking about Commitment Occasionally
Habitual and
reduce SOV use
or use
reducing SOV
use or using
and intention to
make the
and tentatively
trying out a new
confident use of • These people will be very difficult to shift
a new mode
alternatives alternatives change behaviour
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 38SOV driving is a hard habit to break cont’d
Contemplators tend to fall into different groups:
Only five of our 15 SOV drivers took up the challenge to try
1. Don’t yet know their options beyond SOV
an alternative:
• May not be aware of AT’s Journey Planner, or where/how to
find out about alternatives for their specific A to B commute • Petra who took the train from West to Newmarket (but got
a lift to and from the train station)
2. Know of an alternative but haven’t yet tried it • Aloyes who "car pooled" but really got his brother to take
• Have explored their options – generally using AT Journey him from West to Onehunga on a day when he started late
Planner, found out about cycling/cycle-ways or carpooling at his job in Epsom
• May still have reservations about the feasibility of the • Tania who bravely tackled the St Heliers to Manurewa route
alternative with a bus and two trains
• Have concerns/fears about changing behaviour – most • Faith who took the train and bus from South to the city
notably their maiden voyage! • Lisa who carpooled from New Lynn to Freemans Bay with
3. Know the current alternatives and are convinced they are her partner and then took a long bus ride home
not viable Everyone else decided it was not feasible or too hard
• But are willing to keep an open mind about other possibilities • Even with a $20 incentive, and the option of having a
researcher accompany them
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 39The experience of SOV driving can vary greatly
Some find it incredibly stressful and frustrating
• Many rely heavily on Google / iMaps to plan
and monitor their journey - when to leave, “I was feeling frustrated, angry
what route etc to give them predictability and annoyed at drivers and
around arrival time or whether it’s best to traffic and the amount of traffic
leave work straight away or wait till later in lights. Wishing for a helicopter.”
the evening (Aloyes)
• They may actively try ways to distract or calm
themselves for the commute – music, radio, “I quite enjoy the ‘me’ time, the
calls, ‘positive affirmations’! lack of noise, you can think to
yourself… waking up,
Others are quite zen about it and really enjoy the collecting your thoughts,
time in the car internally motivating yourself
• Regardless of the traffic for the day.” (Brian)
• It can be time to think, listen to music, listen
to talkback radio, make phone calls, eat
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 40Carpooling
‘Use of time’ is an unanticipated benefit for those who aren’t doing the driving
Saving money is seen as a key benefit for potential carpoolers
But organising a carpool is not easy
• Finding people who will share the same route at the same times
• Coordinating people can be difficult and lead to unpredictable travel times
• Joseph’s brother used to carpool from Te Atatu to the city with his three flatmates who would also
share the cost of the parking
Workplaces could potentially help
• Fisher & Paykel’s 2000 staff can look on a map, see where everyone lives, organise ride sharing
and take turns driving
• Ella and her colleague What’sApp each other about the times they plan to leave and it typically
works three times a week
• But Farmers informed staff they can’t offer organised carpooling due to Health & Safety
Some people are open to carpooling with strangers via an App
• Ella tried the AT app but found it too hard
NB: There are people who claim they are carpooling when it’s really a taxi service - e.g. Adrianne takes
the kids with her to drop off her husband to work so they can use the T2/T3 lanes, and then returns home
against the traffic to have breakfast.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 41Ella talks about how productive carpooling is
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 42Making carpooling more attractive
• Popularising the idea and increasing the behaviour will make it easier to find
suitable ride sharers
• Emphasising the benefits of saving money on petrol (and parking) and the
wear and tear on your vehicle
• Focusing on people who can use the T2 or T3 lanes to cut commute times
• Recommending carpooling with only one or two others as it’s more flexible
and reliable
• Priority parking in the city or in Park & Rides
• Employer benefits
An App that:
• Helps you find people
• And ‘suitable’ people – so it’s social as well as functional
• Profiles so you can find someone you ‘want/like’ to travel with
• Uber-style rating system to ensure the ride sharers are trustworthy/safe and not annoying
• Shows the cost of journeys so you don’t have to negotiate, ‘this is what you would expect to pay for this journey’
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 43Joseph describes how a carpooling app would work
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 44Public transport - ‘natives’ vs ‘rookies’
PT ‘natives’ PT ‘regular users’ PT ‘rookies’
• Resistance, fear, anxiety and
• Public transport use is part of their • Typically just use PT for their embarrassment is high
DNA - typically started as high school regular work commute • Even with the AT app it is hard to
students • Some may use it a few days a work out what to catch from where,
• Use the AT app week, i.e. if not needing to do when to get off the bus, how to pay
• And use PT off peak as well anything else on way to/ from • People don’t want to look like an idiot,
work, or on Thursday / Fridays miss a connection, get off at the
if wanting to have a drink after wrong stop
work • Multiple connections create a big
• Some enjoy the social aspect, psychological barrier - connections
e.g. meeting regulars at the mean risk and potential delay
bus stop • Rookies are easily spooked - one bad
“I have taken public transport experience can put them off trying it
more times than I’ve eaten • Outside of peak hours, PT can
also be used to avoid paying again for a very long time
breakfast.”
for parking • Off peak travel can be less stressful,
less deadline pressure to be at work
by a certain time (friends will wait for
you whereas the boss won’t)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 45Greg is very positive about public transport
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 46Public transport - taking the bus
Some ‘rookies’ do have negative perceptions about buses being crowded, dirty and smelly and unreliable
• And easily find evidence to back this up - e.g. high profile media coverage of the woman peeing in the bus on the way to
the recent Six60 concert
• After a bad experience it can take a long time to recover confidence
Regular users have obviously made the trade offs so have more positive perceptions
But people are quick to talk about buses being late, full and not stopping, not turning up or coming through early
• Not getting a seat means it’s harder to use the time productively
• Double decker buses – even though the views are good and there’s novelty value, they can be considered slower because
they take more people, stop more often and seem cumbersome in some streets/traffic
On bus lanes (i.e. the Northern Expressway)
• There’s satisfaction and validation in your choice as you whizz past the cars crawling along the motorway
• And much greater consistency / reliability in the journey times
Frequency of every 10 minutes during peak times takes the ‘appointment anxiety’ out of the equation
• You know if you miss one there will be another along soon
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 47Brian (SOV) talks about needing to catch 3 buses and the cost of the fares
Vivian (SOV) talks about the bus connections in China being much easier
and less confusing
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 48Public transport - taking the train
Trains are generally seen as a good option because they don’t get stuck in
traffic – can save time and be more predictable than driving or busing “There’s no security on the southern train …
I’ve been taking the train on and off for years
But some trains can be full and I think the experience is getting worse, the
clientele on it, it’s not very nice, you get some
• Shannon would rather wait another 10 minutes on the platform for the next
real riff raff on there - troublemakers, free-
train to get a seat so she can sit and meditate or read on the way to work –
loaders … if you want people like me on there
usually arriving 10 minutes later is not a big deal
you need security or train conductors to
Some South and West users and trialists have concerns/issues with safety manage that kind of thing … Negative, like do I
want to go on this again? It makes me feel
Getting to/from the stations can be a barrier (hard to get a park, nowhere to anxious and annoyed … I used to enjoy taking
store bike safely, unsafe access ways) the train but now I’m like do I take the train or
The halo effect of positive experiences overseas increases the desirability of the car? Nah, I’ll take the car because in my
trains (particularly over buses) experience it’s not a pleasure anymore.”
(Luke, SOV)
• Daniel is actively contemplating that when he moves out of his parents’
home, he will move further out west and near a train station so that he can “I wouldn’t get on or off at Manurewa, it’s not
travel into the CBD for work and socialising safe. I have to get off one stop earlier at Homai
and drive home from there.” (Tania)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 49Public transport – taking the ferry
The most aspirational - and expensive - form of PT
• Can be very relaxing, sociable, scenic, and productive
• No traffic hindrances
• Tables to work on, free Wifi at the terminal (especially useful if you miss a ferry and
have to wait 30 minutes for the next one)
But there are issues with parking, frequency, space for bikes and reliability
• Parking is a problem – gets full very early
• E.g. more problematic at Birkenhead now as the Northcote service has been closed
so more people are driving to Birkenhead – people are having to park further and
further away
• The frequency of some services is limited
• Increasing number of bikes is problematic for both cyclists and passengers – there is
limited room for storage. Some vessels are particularly bad
• Fullers is getting an increasingly bad reputation; the last 12 months has been
particularly bad
• Ferries break down, are cancelled, run late due to harbour master restrictions, and
are increasingly full (some have been refused passage due to overcrowding)
Devonport Facebook page 12 March 2019
Image from NZTA Website
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 50Sarah talks about parking and use of time on the ferry
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 51Getting to the PT nodes is a key barrier
When there are limited options for getting to and from a Some are using e-scooters and bikes to make connections to
main PT node (bus stop / train station / ferry) people tend buses (seen but not spoken to anyone doing this)
to drive
• Lime scooters are likely too expensive for regular commuting
Driving is preferable because it’s faster, more predictable /
reliable, not weather dependent, more convenient and • Costs $1 to hire and 30 cents a minute, which equals about
usually shortens the overall journey time compared to $18 an hour. One user reported spending $11 for 32 min.
other options
Lack of secure storage at stations is a barrier to some
But it is becoming increasingly difficult to get a car park in • Bikes are notorious for being stolen from the Devonport ferry
some areas
• CCTV cameras are desirable
• Faith has ‘stalked’ the train line trying to find somewhere
to park What’s the threshold for walking?
• When Jonathan can’t get a park near the bus stop he drives • A 15 min or even 20 min walk is okay for some people
to the next one, and the next, and the next - which he • Others will drive to save the 15 min walk “that’s half an hour a
recognises as counterproductive as he’s getting stuck in day or 2½ hours a week”
traffic (although his journey home is quicker as its faster to
drive from where he parked) • Concerns can include the need to wear the right shoes,
getting sweaty, getting wet in the rain, using up energy (for
Unless there’s a handy bus stop, taking a bus typically adds those with physical jobs)
too much time and complexity to a trip (due to infrequent
feeder bus services)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 52Devonport Ferry - e-shuttle trial
At the end of 2018 AT began a 12 month trial of three e-shuttles in
Devonport aiming to get people within a 3km radius to the ferry (there is
one road into Devonport which is heavily congested)
Customers can book using the AT Local app, pay $2.50 (or double for a
destination other than the ferry)
The service appears to lack awareness and there are some problems
reported with how easy the app is to use
It is used regularly for some, while others book it when running late or when
the bus doesn’t show up. Some said they will use it more in poor weather.
Potential user questions include:
• How long does it take to get to the ferry when ride sharing? Greater Auckland make a case for Albany being
a better area to trial such a service (see here
• What if there are lots of people to pick up on the way? https://www.greaterauckland.org.nz/2018/0
• How much does it cost? 1/11/devonport-ferry-shuttle-trial/)
• What is in zone?
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 53Public transport - image vs usability
The overall image of public transport is typically not the major
barrier to using it Aloyes would need to buy a bike to get to the
Henderson train station, change at Newmarket for a
• Even though SOV’s would prefer to drive, there’s growing
train to Onehunga, then bike to his workplace
recognition more people need to, and are, using PT (not just
(walking would take 25 min) instead of the 40-50 min
‘poor people’)
drive he does now.
• Perceptions are generally more positive about trains, buses He sees the advantage of the bike ride as being a good
on the Northern Express and ferries – as they don’t get stuck way to get fit, but he would be concerned it would tire
in traffic him out as he has a physical job.
As mentioned previously, typically the barriers are around He’s open to the idea of taking the train – it’s just not
usability - poor connectivity, multiple connections, duration of convenient enough.
the journey
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 54Barriers to PT
Awareness of PT options Experience
• Don’t know HOW to commute A to B without their car Loss of freedom - can’t leave whenever you want to
Cost Lack of control - relying on someone else being on time
• Lack of accurate cost comparisons Fear and anxiety
• Barriers to getting/topping up a HOP card • About the maiden voyage
• Safety/security (on PT, at stops/stations, accessways)
Duration
• Duration
• Lack of accurate time comparisons
• Predictability
• Long journey times
Need to allow extra time ‘just in case’
• Poor connectivity “too hard, takes too long”
Need to do more planning and organisation
• Lack of frequency
• The right shoes, clothes, bag, umbrella
Predictability
Limitations on what you can take with you
• Uncertainty around reliability of services
• Need one hand free to hold on
• Multiple connections - adds risk to trip
• No safe place to store bags
Use of Time Lack of comfort – not getting a seat
• Lack of awareness of the potential benefit of ‘found time’ Poor reputation/image
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 55Barriers to PT
“Time on the bus drags out, I’m not using my motor skills, I “More people would take buses if they were free. It’s hard to
can’t collect my thoughts. It’s not hard for me to get a seat but get a HOP card, set it up, put money on it. Ten dollars is a
later on other people don’t, so I feel I should give up mine. It good way to make money. Because you need it, it’s a bit on
gets packed and the noisy schoolkids are screaming and the nose.” (Jonathan, bus user)
yelling” (Brian, SOV)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 56Cycling
Commuter cyclists are very committed and typically see Drivers do not like cyclists or do not understand how to treat
themselves as ‘cyclists’ (i.e. cycle for leisure/sport as well) them
• Often need an employer with facilities to shower, change, • Simply do not see them despite high visibility gear and lights
store personal items ‘up the wazoo’
Safety is a concern for regular cyclists but more so for those • In some areas there is a need to ride in the middle of the road
who don’t cycle or the footpath because it is simply not safe
• Traffic can be intimidating, especially when not used to it • Drivers deliberately run them off the road, turn in front of
them, shout abuse
• Need to be alert, all the time
• Cycle paths are not connected, so the trip is not safe or
• Get knocked off, run off the road, victim of poor road streamlined all the way
conditions
• Some routes work for some people, e.g. Herne Bay into the
• Worse in bad weather and Fridays on holiday weekends city along Westhaven
Requires a lot of organisation Can be difficult getting the bike on/off ferries and trains,
• Battery charging for lights especially as the number of bikes is increasing
• Gear for all weather & safety gear • Intimidating for ‘rookies’
• Leaving shoes/clothes/shower gear at work
• Puncture repair kits, some buy kevlar tyres to reduce
punctures
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 57Experiences of cyclists
Iain feels it’s a big deal to bike because Duncan cycles every day: “I’ve been Ella tried taking the e-bike that she
he doesn’t do it regularly. He has to knocked off four times, hit by a bus won to complete her commute. It was
prepare the night before to safety check once, I’ve got lights up the wazoo but difficult getting it on/off the train at
everything and make sure he has extra they just don’t see me. I’ve had New Lynn , Newmarket and
gear to put on at work - the one shirt pneumonia from cycling in winter... Onehunga. Then there was no
that won’t crease etc. Also, with not But we are stretched and I can’t afford cycleway to Highbrook. It didn’t feel
riding regularly, his fitness level is not to drive. And I’d be upset if I had to sit safe or at all enjoyable, even though
good enough to not make it an ordeal in rush hour for a long time. It’s been she was guided by a seasoned cyclist
(he once thought he was going to have March madness, everything was colleague. She went back to
a heart attack!) He feels as if he is backed up and I just flew by. It really carpooling.
putting his neck on the line every time makes it worth all the hassle.”
he cycles as it feels so dangerous.
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 585 Tackling SOV Peak Hour Journeys
The power of habit
Habitual usage makes any mode of transport easier
• Even cyclists can get into a routine with all their gear ‘ready for action’
A new mode needs support to overcome fears around the maiden voyage and to be adopted as a new habit
• There will always be a ‘bedding in’ period
• Rookies need lots of support to stick with the new behaviour
Trials are more likely to be successful in summer so people get used to a new mode during fine weather, so rain and cold don’t deter
people before they’ve established a new habit
Image from NZTA Website
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 60‘Moments of change’ trigger consideration of a different mode
Personal factors External factors
Change of job or location of A new service (e.g. more frequent bus
work or study service, cycle lanes) “It’s boring and tedious sitting here, there’s
only so much music you can listen to. I’m
Moving house A change in PT service that changes
starting to feel guilty about wasting my
duration, predictability, costs, ease
Loss of the use of the car time when I could be studying on the train,
Introduction of new modes of transport, I’m a big advocate of productivity. I might
• Repairs / maintenance
e.g. Lime scooters, e-bikes think about taking the train when I get
• Loss of licence, WOF or busy at uni…”
registration Increase in the cost of parking (Petra, SOV)
Gaining/losing a carpark Increase in driving time due to
congestion
These might be stronger triggers – according
to behavioural economics people are more
motivated to avoid pain
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 61A recent ‘moment of change’ example: introduction of parking fees at Albany
In February 2019, AT introduced parking charges of $1 an hour on the streets surrounding
the Albany Park ‘n Ride in a bid to help control bad or illegal parking in Albany town
centre, where parking is close to capacity
This ‘moment of change’ could result in a range of different behaviours:
• Leaving earlier to get a free park at the Park ‘n Ride
• Driving to the destination
• Driving to another station on the Northern Express route to find a park
• Trying the feeder bus (where one exists)
• Getting an e-bike to ride to the station
• Trying carpooling to share the costs of parking
When the charges were first mooted in 2017, the North Harbour Business Association had
proposed a shuttle bus around Albany, to help bridge the gap until the new bus network
was in place. But this was "stymied" by AT, which would not let its bus stops be used
according to the Association. (North Shore Times, ‘Too many cars? Well where are the buses, asks North Shore
business group’, 5 May 2017)
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 62Enablers - what helps people change to a non-SOV mode?
PT needs to seem cheaper and/or faster or at least take the More direct routes
same time, and/or be more consistent • Fewer connections = greater confidence in
• More accurate time and cost comparisons would help level duration/predictability and better use of time/experience
the playing field, e.g. a ‘What’s my number’ • Express services with fewer stops
Easier connectivity to nodes Friends and allies
• Cheaper e-scooters (buy or hire) • Having someone else to travel with - at least for the first time
• More secure storage for scooters and bikes - help ease the anxiety (Mobility Ambassadors)
• More Park and Ride parks • Faith switched to the train because her sister said they should
• Frequent feeder services save money (she switched back after her sister got pregnant and
stopped working, and when her parking got cheaper)
• Car pooling
• Ella tried using her new e-bike to get to the train with a friend
• Shuttle services
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 63Opportunities - what initiatives could encourage non-SOV travel in peak hour?
Work with employers to facilitate:
• Carpooling
• Pick ups / drop offs to PT nodes
• Subsidised van pooling, shuttles
• Review provision of car parking
– Consider cash out parking
• Shared work vehicles vs using personal vehicles for work trips
• Showers/lockers for walkers/cyclists
• Secure bike/scooter parking/gear storage
• Subsidies for PT
– Lion Nathan employees in Freeman’s Bay (central Auckland) move their cars every two hours due to street parking limits - point out the loss of
productivity
• Emergency ride home options (when working beyond PT schedule)
• Reward sustainable commuting (with time off!)
• Use of technology to enable people to work from home more often (e.g. free and simple Google hang outs for video calling,
Google docs for collaborating in real time)
• Flexible hours/remote working policy and culture
© SOLUTIONDIRECTOR FEBRUARY 2019 | Page: 64You can also read
