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Segmenting Preferences and Habits of Transit Users and Non-Users



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Segmenting Preferences and Habits of Transit Users and Non Users Segmenting Preferences and Habits of Transit Users and Non Users Kevin J Krizek University of Colorado Boulder Denver CO Ahmed El Geneidy University of Minnesota Minneapolis MN Abstract Ridership is a key goal in the transit industry Conventional transit analysis focuses on two types of users captive and choice riders but rarely aims to understand the preferences of non transit riders This research aims to better understand habits and preferences for both users and non users of the transit system as they relate to the transit market in the Twin Cities metropolitan area Our research first articulates different broad market segments commonly considered in transit research and follows by describing how specific features of transit service characteristics may play out in influencing demand We describe the source of two surveys analyzed in this application one for existing transit users and a separate one for non users Our analysis approach employs factor and cluster analysis to shed light on preference and other characteristics for eight different segments of transit users or potential transit users The discussion section and conclusions highlight the findings and prescribe relevant policy recommendations Introduction In 2000 Metro Transit the largest local transit provider for the Twin Cities metropolitan area served more than 73 000 000 unlinked passenger trips Three years later this number dwindled to 67 000 000 unlinked passenger trips representing 71 Journal of Public Transportation Vol 10 No 3 2007 a decline in demand for public transit use unique among major transit agencies across the country From the perspective of the Metro Transit matters turned upward in 2005 with the opening of the Hiawatha Light Rail Overall transit ridership increased 30 percent relative to 2004 due in large part to the light rail The question remains however whether such fluctuations were merely a reflection of new service



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