Ad Personam transport direct marketing survey

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Purpose The aim of the project is to look at ways of encouraging greater bus use for travel to and from work by providing better information and access to services. The purpose of the questionnaire was to obtain a group of willing respondents, meeting certain criteria, to draw a sample from to take part in the next phase of the project. This next phase is an individually tailored travel plan for home to work travel and a free bus pass trial for a week.

Subject Public transport
Commissioned by Transport Policy Information and Marketing Group
Geographic area Lancaster
Method Questionnaire - online
Questionnaire - postal
Consultation with General public
Date 20/02/2009 - 31/03/2009
Undertaken by Corporate Research and Intelligence Team, Policy Unit


Number in sample 58000
Number of responses 2793
Response rate 4%
Key findings Respondents to the survey aren't representative of the general population in the district of Lancaster because they were only asked to complete the survey if they met the project criteria (i.e. workers who currently use their own transport for travelling to work). The profile of the respondents is as follows.

Most respondents do work full-time, though men and people without a disability are more likely to work full-time. Nine in ten respondents who work full-time usually travel to work in a car as a driver, only 8% travel as a car passenger. It is 18 to 24 year olds and BME respondents who are more likely to travel to work as a passenger in a car, and more people tend to car share when they live in urban areas.

People who work full-time are more likely to travel further to work (mean 3.8 miles) compared with people who don't work full-time (mean 3 miles). Respondents from a BME background were more likely to live closer to their workplace (mean 2.1 miles). Most respondents work the same hours each day, although full-time workers are more likely to have standardised hours than people who don't work full-time.

Full-time workers tended to start earlier than people who don't work full-time. The same pattern follows for finish times with full-time workers more likely to finish later. Fewer full-time workers have additional stops on their journey to or from work than people who don't work full-time. Less than one in ten respondents return home at lunch.

Respondents were also asked to rate on a scale of 1 to 10 (where 1 is would definitely use, and 10 is would definitely not use) if they would use a bus if it met their journey to work needs. The mean score for all types of worker (full-time and other) is 6. People who don't work full-time were significantly more likely to say they would definitely use a bus than people who work full-time. At least a quarter of respondents say they definitely wouldn't use the bus. The likelihood of respondents to say they would use a bus if there was a service that met their journey to work needs is higher among respondents aged 18 to 24 and BME respondents.

Project document(s)


Contact information

For more information about this research contact:

Rebecca Robinson
01772 537787

Mick Edwardson
01772 530290