01658484

Component

This paper uses a survey of residents in three cities (Philadelphia, Chicago, and New York) to understand what messages and channels may be effective in a social marketing effort aimed at increasing bike share use among people of color. While very few of the people of color (POC) surveyed had used bike share, over 30% were in the contemplation stage, revealing a large potential target market. The POC contemplators know less about bike share than white contemplators, indicating that an outreach effort is necessary to increase use. The POC contemplators have positive attitudes towards bicycling and bike share, though they may view it more as a form of recreation or exercise than for transportation, relative to white contemplators. Answers to questions about barriers to bicycling and bike share revealed that most contemplators do not face big barriers, which is also encouraging, though the responses point to some potential marketing messages. Perhaps most importantly, a marketing effort needs to address the many aspects of bike share where many contemplators, and particularly POC, have a misunderstanding of how bike share works or do not know how it works.

This paper was sponsored by TRB committee AP020 Standing Committee on Emerging and Innovative Public Transport and Technologies.

18-06252

English

16p

2018

Transportation Research Board 97th Annual Meeting

Digital/other

References; Tables

Attitudes; Bicycles; Blacks; Marketing; Outreach; Race; Surveys; Vehicle sharing

Chicago (Illinois); New York (New York); Philadelphia (Pennsylvania)

Administration and Management; Operations and Traffic Management; Pedestrians and Bicyclists; Planning and Forecasting; Society

Transportation Research Board Annual Meeting 2018 Paper #18-06252

TRIS, TRB, ATRI

Jan 8 2018 11:37AM