Using incentives to encourage mobility changes: exploring the impacts

Transcription

1 Using incentives to encourage mobility changes: exploring the impacts Presented by Marcel Meeuwissen, written by Frances Hodgson. Based on material from Tineke Hof, Tiago Fioreze, Remco Wijn and Tom Thomas, to the FLOW_TRACE project Conference March 2018 Session: 3C Understanding behaviour and engaging communities By Rosie Samuel 1

2 EMPOWER is Commute Greener *Zwitch SMART 2

3 What, how and why Incentives rewarding change away from use of conventionally fuelled vehicles Opportunity: using mobility apps to deliver incentives Primary research: trials, surveys, reviews Living Labs = 5 Take-Up City Community = 7 Key Performance Indicators Conventionally-fuelled vehicles (CFV) use: 15%-50% reduction in the use of conventionally fuelled vehicles in cities, (Vehicle Kilometers). Urban accessibility and attractiveness: 30% increase in travellers' self-reported positive evaluation of urban accessibility and attractiveness Duration of 6 months Customer/user satisfaction: 75% Customer/user satisfaction with the Embedded primary ongoing EMPOWER mobility service research to investigate how well incentives can work and insights Vulnerable groups: 10% response rate for application development to for vulnerable travel groups deliver more sustainable travel 3

4 Problem: All in all literature is inconclusive. Many things appear to work, but no one-to-one comparison to conclude what works best under which circumstances. City Authorities Travel behaviour alists, policy practitioners: Give us an app to test what is best Operators transport systems, and IT developers : give us the best incentives 4

5 Stakeholders : Whose perspective? : What impact? End Users City Authorities Incentive Services providers Incentive providers Application Developers Scientific Community EU and international policy makers Local businesses and property developers Transport Service Providers 5

6 Types of impact Instrumental Conceptual Capacity Building Influencing development of policy Contributing to the understanding of policy issues Technical development Influencing practice Influencing service provision Reframing debates Skill development End users Shaping legislation Altering behaviour Introduction of new concepts Partnership building Instrumental Conceptual Capacity Building Influencing development of policy Influencing practice Contributing to the understanding of policy issues Technical development Influencing service provision Reframing debates Skill development Shaping legislation Altering behaviour Introduction of new concepts Partnership building 6

7 Rewards, points and discount Applications Training and social support Summary of findings Can have strong positive effects on travel behaviour. Often short term effects. Often strong with first-time users Significant travel behavior changes observed when travelers acquired personalized information feedback or instructions. Confidence in results is not strong due to methodology Create awareness No strong evidence on effect, theorize effects exist Free travel cards Information on consequences Strong effects on changing travel behaviour, and thereby suggest that providing free transport cards to employees is a successful intervention that can be implemented by other employers, such as universities. Few studies: Seem to be appropriate for decision making process whereby range of factors can be optimised 8

8 Primary empirical research Living Labs Enschede Gothenburg Helsinki Manchester Milton Keynes Scotland Take-Up Cities Antwerp Bologna Budapest Milan Newcastle Odense Reading Over 70 followers 9

9 Indicative findings UK Survey work Rewards, Points and discount on public transport use Sweden Multiple including altruism and gifts on all alternative modes NL experimental trials social support coupled with monetary on cycling NL experimental trials Gifts: in-kind, challenges and personal recognitions, monetary rewards on cycling 10

10 Survey: UK Nationally representative study of student population: preferences By Rosie Samuel 11

11 Explore the potential of five positive incentive schemes 12

12 Concluding remarks Demonstrates clearly that incentives that change the value proposition for travellers have potential to be preferred and encourage modal shift to public transport Not possible without development of personalisation and integration functionality into mobility apps Provides evidence for the commercial justification of introduction of this kind of technology: the technology itself has the potential to change commercial success in public transport industry Further analysis to determine the influence of incentives on those who are occasional bus users 13

13 Trial: NL/UT: User preference regarding incentives comparing different mock-ups/schemes intended to stimulate cycling By Rosie Samuel 14

14 Analysis & Results: highlights 15

15 What the results show so far About commuting behavior Less than 30 minutes away from work and good weather conditions are the the best ingredients for a cycling recipe. About mock ups In-kind gifts mock up seems to score the best. About cycling challenges Personal recognition seems to show the least amount of intended improvement of cycling frequency. About rewarding schemes Based on the respondents cycling frequency: Money seems to be the most preferable rewarding scheme, independent of the respondents cycling frequency. In-kind gifts seems to come second for respondents who always or sometimes cycle. Respondents who never cycle seems to choose no rewarding scheme. Respondents presented with a certain rewarding scheme tend to change it for another when offered to do so. 16

16 Trial: NL/TNO: User preference regarding monetary rewards rewarding increased cycling with money payments to stimulate cycling By Rosie Samuel 17

17 Results so far 57 participants Significant main effect: while the reward scheme is active, the challenges + rewards persuade individuals to use their bicycles more No interaction effect: when the reward scheme had come to an end, individuals whose attitudes toward cycling have been bolstered did not maintain their behaviour change more than individuals whose attitudes have not been bolstered. * p <.01 18

18 Experiment: Sw: Various rewards including competitions and altruism By Rosie Samuel 19

19 Summary Range of impacts across different stakeholders still lots to analyse! Beginning to see reduction in Conventionally-fuelled vehicles (CFV) use in favour of other modes: 15% Incentives effects vary interacting with bundle of rewards, and people type across time Requires more on circular self-sustaining incentive schemes Early indications that improve Urban accessibility Customer/user satisfaction: variable but for overall met the target Vulnerable groups: 10% response rate for vulnerable travel groups 20

20 Way more to come!! Living Labs Enschede Gothenburg Helsinki Manchester Milton Keynes Scotland Take-Up Cities Antwerp Bologna Budapest Milan Newcastle Odense Reading Over 70 followers 21

21 EMPOWER Using ICT and positive incentives to shape the future of mobility WHAT? - EMPOWER final event WHEN? - Wednesday 18th of April, WHERE? - Vienna, alongside the TRA2018, room Gallery 5+6 Getting users, getting data Incentives and evidence Evaluation and Impact The future of positive incentives Operating an incentive scheme Creating the business case The EMPOWER present Shaping the Future EMPOWER is organizing it s final event alongside the TRA In 3 hours, we will have 6 high density sessions on the EMPOWER work and results, combined with a look into the future! Do you want to come to this open event and help us Shaping the Future?!

22 Thanks!! Frances Hodgson Marcel Meeuwissen