Transport choices of car users in rural and urban areas

A Research Study for DETR by:
URS Thorburn Colquhoun, Jill Watkinson Research and Marketing Services, Business and Market Research

Executive Summary

Research Background

Government Policy, heralded by the Integrated Transport White Paper, seeks to extend travel choices across all areas, both urban and rural. It aims to achieve this by reducing car dependency through the provision of a realistic set of alternative transport choices to the car. The success of this policy is dependent upon a rejuvenated public transport system, as well as improvements to walking and cycling, which will help to encourage a greater range of choices for shorter distance journeys.

Although there are many factors which determine individual transport choices, the relatively low cost of motoring is clearly a key factor. According to the Office of National Statistics (Retail Prices Index), since 1980 the average cost of motoring has increased by slightly less than the rate of inflation, taking into account purchase and fuel costs. By contrast, rail and bus fares increased by more than a quarter in real terms over the same period. Little is known however, about the extent to which cost is the predominant factor in transport choices, or whether other factors such as convenience or reliability are of greater relevance.

The study set out to give a greater understanding of the factors that influence the travel behaviour of by car drivers in the light of policies to promote alternatives.

Research Aims and Methodology

Six specific aims were identified as defined below:

1.to establish the travel patterns of car users

2.to assess the extent to which cost influences these travel patterns

3.to assess the extent to which other factors influence travel patterns, and their effect on individual travel choices

4.to establish the extent to which car users are willing to consider using alternatives

5.to establish levels of awareness and understanding of Government transport policy

6.to identify differences by location, socio-economic group, 'life-stage' and mobility

This study adopted a qualitative approach to go beyond superficial responses and facilitate in-depth understanding of attitudes and motivation. The information required to meet the above objectives was obtained by means of focus groups and in-home interviews.

The sample was selected and stratified according to "life-stage" and income and settlement type based upon a range of urban and rural locations (Greater Manchester, Bedford and settlements in north Suffolk and to the east of Hull).

Summary of main findings

A series of 'high level consumer needs' were a consistently emerging theme in the research these provided an understanding of the travel choices made by respondents and a consistent way of assessing transport alternatives. For most types of journey respondents felt that the car met these consumer needs while alternatives did not.

• Social and land-use changes underpin the perception of respondents that their lives are busier, less structured and less predictable than for earlier generations.
• These trends shape the factors influencing behaviour, which can be described in terms of high-level consumer needs which transport has to meet. The key elements of these consumer needs are:
• • Individualism ~ Reassurance ~ Flexibility ~ Convenience ~ Immediacy
• Without question, the car was perceived by respondents as the optimum mode of transport to meet these needs. Consequently, amongst the respondents across all life-stages and needs surveyed, it was the default option with little consideration given to using other modes of transport.
  The car ..
• • offered personal comfort and individualism
  • was the most convenient form of transport, lending reassurance in terms of both time and quality of the travel experience
  • provided complete journey flexibility
  • could be put to immediate use
• Perceptions of the car were highly positive whilst in stark contrast there was a pervading negative image of the alternative public transport options. Indeed, despite fuel price increases, respondents indicated a stubborn resistance to public transport.
• Of all the alternatives to the car, the most ubiquitous and accessible to motorists is the bus. However, the bus was perceived as falling substantially short of meeting the needs of respondents. Buses were seen as undesirable and low status; an opinion based both on hearsay and past experience.

Cost, defined in pure monetary terms, did not emerge as a strong factor in the respondents' choice of how to travel. Fuel costs tended to be considered as part of the household budget, while insurance and the other "one-off costs" were disregarded.

• Accordingly, car-running costs did not emerge as a problematic issue amongst the vast majority of respondents. Convenience and flexibility clearly outweighed the impact of cost.
• When forced to consider cost, motorists considered their weekly fuel purchases as a regular household purchase on a par with essential commodities such as food, heat and lighting. Thus fuel costs were subsumed as part of the household budget.
• Additional car-running expenditure such as insurance and road tax were regarded as 'one-offs'. As such, motorists did not include them as part of their general transport costs.
• It was clearly the perception that the more the car was used, the better the value it represented.
• It was only when respondents were forced to consider an extreme projection (doubling or more in fuel prices) that they would consider adapting to a new set of circumstances.
• With regards to public transport, cost was a secondary issue, with the negative factors associated with public transport emerging as the primary concern.
• However, once significant tangible improvements are made and clearly witnessed by the travelling public, the cost of travel will, in turn, be elevated to a primary issue.
• Nonetheless, in this context, fare subsidies and special offers may encourage use but only if the old negative perceptions are well and truly diminished.

Lessons can be learnt from respondents' perceptions of alternatives to the car in situations where they were seen in a more positive light, particularly where high level needs were seen to be met and where travel habits begin to change.

• Of the public transport options appraised in the survey, light rail was regarded as an acceptable and convenient alternative to the car and generally considered to be frequent, quick, clean and safe.
• As a means of furthering the perceived success of light rail, many respondents called for an enlarged and improved network along with adequate and safe parking facilities at the outlying stations.
• In the areas researched, the train was largely used for long distance travel with additional use unlikely unless the network extended further into rural areas. The train was widely seen as offering comfort but low connectivity in comparison with the car and certain other transport means. In terms of the model of consumer needs, the train offered convenience on longer distance journeys, and hence became a more attractive alternative to driving.
• Park and Ride, running in tandem with an associated car journey was a more desirable option than sole bus use. In this situation the negative factors of bus usage are heavily diluted by the shortness of the bus journey. Once experienced, good Park and Ride facilities can and do promote continued usage, especially where safe, secure parking is available.
• In terms of a complete journey, both cycling and walking were generally only considered as modes of transport for leisure and recreation journeys and for keeping healthy. In meeting some of the high level consumer needs, cycling in particular, was considered as an alternative to the car in response to extreme future projections of reduced car availability and/or increases in cost.
• As well as identifying high level consumer needs, the importance of 'habit' was an important factor in explaining travel choices. The research findings were placed into a model of travel logic (below), which helps to explain the evaluation process of meeting transport needs.

Habit and Mental Convenience are an underlying theme across all needs

With regard to transport policy, the view that the government is attempting to force people out of their cars without dramatically improving the public transport alternative, is widely held and strongly voiced.

• Transport policy, whether at a central government or local level, was often seen as divorced from the needs of the motorist and sometimes considered muddled and ineffective. Respondents, in particular, called for better communication with a clearly differentiated strategy for the needs of rural and urban areas. Furthermore, greater evidence of the constructive use of funds generated from taxes paid by the motorist would be strongly appreciated.

Differences between the urban and rural areas were not as great as anticipated at the start of the study. The influence of consumer needs was so pervasive that this study found little in the way of differences in travel making behaviour.

• Although respondents living in the different geographical locations portrayed varying travel characteristics, the needs of respondents across all areas were consistent within each of the individual's life-stage and other groupings.

However some key differences in attitudes did emerge and these are significant in thinking about the development and presentation of policies.

• In the deep rural area, respondents displayed little understanding of the local policies and felt isolated from government policy. Many respondents clearly felt that policies were not applicable and equated policy with getting people 'out of their cars' and 'into public transport'. Park and ride was identified in a number of cases.
• In the rural 'commuter' settlements, respondents had a slightly greater awareness. However they generally felt that car ownership made matters of public transport irrelevant and the view that policy was aimed at getting 'motorists off the road' was still prevalent. Respondents were very cynical about rural transport policy.
• In the urban free-standing town, respondents had some understanding. They were generally more aware transport issues though key local policies still dominated. Some were notably confused and 'angry' because of the perceived 'chaos' caused by lack of on-street parking enforcement in the town centre in advance of introduction of a Controlled Parking Zone.
• In the uban connurbation, respondents were more aware and concerned about transport, the environment and congestion. They were more willing than respondents in the other areas to take ownership of the problems and saw themselves more as partners with government in arriving at solutions.

The focus groups were conducted in April and May 2000, whilst the home interviews followed soon afterwards in May and June. The findings represent a snap-shot of views, attitudes and opinions given which are relevant for this time both in terms of local and national policy and media coverage. Since June major elements of the Government's agenda for transport have been published, and these address many of the concerns identified by respondents.

• Since its publication, key elements of the Integrated Transport White Paper are now in place, and the policies it sets out have been reinforced through the Transport Act. Local transport plans in particular strengthen the link between funding and strategic local decision making.
• Transport 2010: the 10 Year Plan, another major part of the Government's transport policy, was published in July 2000. The Plan sets out the resources and the Governments priorities for transport over the next ten years, in total making £180 billion available. The extent to which the Plan can facilitate investment in modern fleets of buses, providing the services that people want will be vital in reversing the perceptions of car users identified during this study. Similarly the 10 Year Plan has the potential to make a significant impact on light rail, with resources to establish up to 25 new light rail lines and a target of doubling patronage.
• The call for policies taking account of rural areas came through strongly in the research. The Rural White Paper, published in November 2000, is based on the principle of recognising the special characteristics of the countryside and will see an additional £239 million to support rural transport.
• Fuel costs and safety and reliability on the railways have also hit the headlines. It is unlikely that many people responding today would fail to be influenced by the media coverage these issues received. Nevertheless the findings of the research remain constant with the impact that these issues have had on attitudes to public transport and perceptions of the costs of motoring.
• Attitudes and behaviour evolve continuously and are shaped by changing events. Qualitative research such as that undertaken for this 'Travel Choices' study provide a snap shot in time and can help to make sense of underlying trends. Many of these issues raised by this research reflect the themes and content of major policy initiatives yet in developing policies further, and in identifying future research needs, there is much that the Department of Environment, Transport and the Regions will wish to consider.

The authors of this report are employed by Thorburn Colquhoun. The work herein was carried out under a Contract placed on 16 February 2000 by the Secretary of State for the Environment, Transport and the Regions. Any views expressed are not necessarily those of the Secretary of State for the Environment, Transport and the Regions.