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Capital Bikeshare 2011 Survey Executive Summary

Capital Bikeshare 2011 Survey Executive Summary

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Published by: Martin Austermuhle on Jun 18, 2012
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Capital Bikeshare2011 Member Survey
Executive Summary
Prepared by:LDA ConsultingWashington, DC 20015(202) 548-0205
June 14, 2012
 
Capital Bikeshare 2011 Member Survey Report June 14, 2012
i
E
XECUTIVE
S
UMMARY
 
Overview
This report presents the results of the 2012 Capital Bikeshare Customer Use and Satisfaction Surveyconducted for the Capital Bikeshare program (Capital Bikeshare). Capital Bikeshare, a program jointlyowned and sponsored by the District of Columbia and Arlington County, VA and operated by Alta BicycleShare, Inc., offers short-term use of more than 1,500 bicycles to registered members and day-pass usersat more than 165 stations in the District of Columbia and Arlington County. Users register for an annualor 30-day membership and receive a Capital Bikeshare key that allows them to unlock a bike at any sta-tion. Users can return the bike to the same station or to any other station in the network, facilitatingboth return and one way trips.Capital Bikeshare’s management were interested in users’ experience with the program and exploringbikeshare’s impact on users’ travel patterns. The survey was conducted for four primary purposes:
 
Examine demographic characteristics of Capital Bikeshare users
 
Examine use characteristics of Capital Bikeshare trips
 
Examine travel changes made in response to Capital Bikeshare availability
 
Examine users’ satisfaction with Capital Bikeshare featuresThe survey was administered online to registered Capital Bikeshare members. Capital Bikeshare staff sent an email to its approximately 18,000 members that informed them of the online survey and provid-ed the link to the survey website. During the approximately one-month period that the survey websitewas active, 5,464 members completed the survey, for a total response rate of 31%.
Key Conclusions
Several overall conclusions related to the travel impacts and personal travel benefits of bikesharing riseto the top of importance.
 
Capital Bikeshare members benefit through easier,faster access to destinations and access to a widerrange of destinations
– Almost half of respondentshad made a trip in the past month that they wouldnot have made without bikeshare. Of these re-spondents, 64% said they would not have made thetrip because it was too far to walk, so bikesharebroadened their travel destination options. Otherrespondents reported reasons related to character-istics of the destination or time of travel: no trans-it/inconvenient transit to the destination or at that
 
time of day, limited/expensive parking at the desti-nation, too much traffic at destination, or don’t liketo drive at that time of day. For these members,bikeshare expanded their easy and convenient trav-el options.
 
 
More than half (56%) of recent bikeshare trips were for non-work purposes
– About 22% of respondentsused bikeshare most recently for a social/entertainment trip and 13% made an errand/personal ap-pointment trip. About four in ten recent trips were to go to work (19%) or go from work (19%).
 
Capital Bikeshare 2011 Member Survey Report June 14, 2012
ii
 
A large share of Capital Bikeshare members increased their use of bicycling
 
 – Eighty percent of surveyrespondents said they bicycled more often now than they did before joining Capital Bikeshare and70% of respondents who increased bicycle use said Capital Bikeshare had been important in helpingor encouraging them to ride more often.
 
 
Capital Bikeshare availability influenced net reductions in auto use by program members
 
 – Four in tensurvey respondents drove a car less often and 94% of respondents who reduced driving indicatedthat Capital Bikeshare had been at least somewhat of a factor contributing to the reduction in driv-ing. Thirty-eight percent of respondents who had access to a personal vehicle reduced their annualdriving miles – by an average of 523 miles annually. Based on this individual reduction, the 18,000bikeshare members (in November 2011) reduce nearly 5 million driving miles per year.
 
Bikeshare members appear to have shifted some trips to bicycle from taxi, transit, and walking
 
 – Morethan half (56%) of respondents reduced their use of taxi, 47% ride Metrorail less often, and 39% re-duced their use of bus since joining Capital Bikeshare.
 
 
Bikeshare members who used Capital Bikeshare frequently reported the greatest reduction in use ofnon-bicycle modes
– A net 44% of respondents who said they bike more often reduced use of a carcompared to a net 26% of those who had no change in bike use, a gap of 18 percentage points. Thegap in percentage reduction was similar for use of taxi (16 percentage points) and Metrorail (17%points), and only slightly smaller for bus (13 points).
 
 
On average, each Capital Bikeshare member saves $819 per year on personal travel cost
– Respondentsreported saving an average of $15.75 per week on personal transportation costs as a result of theirbikeshare use, about $819 over the course of the year. Across the estimated 18,000 CapitalBikeshare members in November 2011, the collective saving is almost $15 million each year.
 
 
Respondents gave high marks to most bikeshare features
– More than three-quarters gave ratings of 4 or 5 (Excellent) to the Capital Bikeshare website, safety of stations, map at stations, and mechani-cal repair of bikes. Seventy-three percent rated the call center as a 4 or 5. Respondents were lesssatisfied with the nighttime lighting at stations; 58% gave a rating of 4 or 5 to this feature.
Bikeshare Users Demographic and Membership Characteristics
Bikeshare users do not mirror the adult population of the Washington metropolitan
region
– More than ninein ten survey respondents were employed, while the U.S. Census reportes only about seven in ten adultsin the Washington region are employed. But bikeshare survey respondents also differ from the generalemployed population. Compared to all commutersin the region, they are, on average, considerablyyounger, more likely to be male and Caucasian,highly educated, and slightly less affluent.
Bikeshare visibility and referrals are important market-ing tools for Capital
Bikeshare
– Respondents weremost likely to have heard about Capital Bikeshare byseeing a Capital Bikeshare station (39%), seeingsomeone riding a Capital Bikeshare bike (22%), orthrough a referral from a friend or family member(26%). The other important source was the “LivingSocial deal." It was named by 15% of respondentsoverall, but 25% of those who joined between Apriland June 2011.

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