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3/11/2013 Communities Travel Behaviour Change Project Component 2 – Evaluation.

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Presentation on theme: "3/11/2013 Communities Travel Behaviour Change Project Component 2 – Evaluation."— Presentation transcript:

1 3/11/2013 Communities Travel Behaviour Change Project Component 2 – Evaluation

2 3/11/2013 Corporate Overview 37 countries 114 offices 37,200 employees Leading global provider of professional services to resource & energy sectors Capabilities cover all aspects of transportation sector including rail, maritime (ports/harbours), roads, highways and intermodal transport Master Planning, infrastructure engineering, policies, strategies and behaviour change

3 3/11/2013 Partnership Working Consortium working to deliver complete solutions that meet customer needs Local knowledge Qualitative and quantitative survey design and implementation Monitoring and evaluation International perspective

4 National Context 3/11/2013 $21bn estimated cost per year of road congestion on the Australian economy 34% of household greenhouse gas emissions from transport (lighting contributes 5%) 33% proportion of urban land in Australia given over to roads and car parking Sydney 69% of journeys by private car 10% by PT 18% Walking 1% Cycling Melbourne 75% of journeys by private car 9% by PT 13% Walking 2% cycling

5 TravelSmart in Australia 3/11/ projects in Western Australia 143,000 hh 10% reduction in car trips Townsville (Queensland) 10,000 hh 8% reduction in car trips Brisbane North (Queensland) 74,500 hh 13% VKT reduction 1995 first TravelSmart project in Perth, WA following Metropolitan Transport Strategy 450,000 households in Perth now treated through TravelSmart process 8 all Australian States / Territories licensed under TravelSmart brand

6 3/11/2013 Project Objectives Behavioural Outcomes 10% reduction in VKT Reduction in greenhouse gas emissions Increase in sustainable travel Reduction in car trips on journey to work Reduction in peak time travel Attitudinal Outcomes Understanding of alternatives Improved perception of public transport Increased acceptance of sustainable transport as viable alternative to car use Recognition of TravelSmart brand Project Outputs Number of households contacted Number / type of material delivered Number of reports / meetings with stakeholders 1 st SEQ is Australias fastest growing region 1.6m Estimated population increase in SEQ by 2031 (from 2.8m in 2006) 60% of men and 40% of women in Queensland overweight or obese

7 Project Areas 3/11/2013 Brisbane South / Ipswich Social Data (180,000 households) Gold Coast SKM (72,000 households) Sunshine Coast / Caboolture UrbanTrans (72,000 households)

8 Client TMR Sunshine Coast UrbanTrans Brisbane South SocialData Gold Coast SKM External Evaluation WorleyParsons 3/11/2013 Project Overview 324,000 households targeted in South East Queensland 10% targeted reduction in vehicle kilometres travelled (VKT) 3 different implementation methodologies

9 3/11/2013 Implementation Methodologies Brisbane SouthGold CoastSunshine Coast Delivery TeamSocialDataSKMUrbanTrans MethodologyIndiMark Conversational / Travel Blending TravelSmart Plus Features Traditional IM approach Focus on those most likely to change behaviour Onus on identifying individual journeys that could change Personalised journey plans / visits Hi-tech contact / delivery process Complementary awareness raising / events Start DatesOctober 2009April 2010 End DatesDecember 2010 Progress by May ,000+ contacted households 8,000 – 10,000 target

10 Government Policy / Existing Transport 3/11/2013 TravelSmart contributes to: Toward Q2 South East Queensland Regional Plan Transport Coordination Plan TransLink Network Plan Principal Cycle Network Plan ClimateQ, toward a greener Queensland Service Provision Additional bus services in Brisbane area – 385 additional services providing 20,000 extra seats 750,000 go cards issued – 400 sales outlets and 1,000 top-up outlets in SEQ $7bn investment in transport infrastructure this year for SEQ Coastal Issues Coast creates long transport corridor New rail station on Gold Coast Sunshine Coast rail services inland, reliant on bus links to coastal towns Improved bus services, but still poor and infrequent

11 3/11/2013 Key Stages of Evaluation Benchmarking Identify & map travel behaviour and attitudes Services and Infrastructure External influencers Implementation / Monitoring Ongoing assessment of outputs and methodologies Evaluation Final Outcomes Reporting and Presentations 3 distinct work stages 5 thematic pillars 11 phases of delivery

12 Work Program Overview 3/11/2013 Surveys Existing Transport Implementation Methodologies Government Policy Best Practice Post- implementation Evaluation Mid-wave implementation Monitoring Pre- implementation Benchmarking Report Pre-Survey Identify existing & future transport Identify Methodology Identify current & proposed govt policy Identify local & International Best Practice Benchmark Monitor Report Post-Survey Report Mid-wave Review and Monitoring Evaluation – Final Report and Presentation

13 3/11/2013 Types of Survey Focus Groups 8 in Brisbane South / Ipswich Pre-Implementation Benchmark Survey Travel Diary & Quant Survey for 2,200 hh Travel Diary placement (SEQTS) & CATI survey Periodic Measurements 1 wave (1 more optional) Quant Survey, online / mail, CATI follow-up Post-Implementation Survey Travel Diary & Quant Survey for 1,500 hh Travel Diary placement (SEQTS) & CATI survey Focus Groups 3 per study area Longitudinal research – qualitative and quantitative South East Queensland Household Travel Survey

14 Focus Groups 3/11/2013 We need to get more public transport and get the cars off the roads Can do more things in one day with a car. Cycling is not a feasible form of transport due to climate and terrain 16 focus groups across Brisbane South, Gold Coast and Sunshine Coast 8 groups with regular car users 8 with regular PT users Mixture of age, gender and locations in each group Key findings: PT and congestion are top of mind issues Driving is the most preferred form of transport Availability of services, reliability, frequency and safety among the main barriers to using PT Walking/cycling seen mainly as leisure/sport activities coupled with poor perceptions of infrastructure, climate and safety

15 SEQ Household Travel Survey 3/11/ % of all trips in Brisbane taken by car, rising to 87% on Gold Coast 92% of all work trips in Gold / Sunshine Coast taken by car (76% in Brisbane) 9.7km average distance per trip in Brisbane South A survey including over 9,000 households Including a stratified random sample of all occupied households within Brisbane, Gold Coast and Sunshine Coast Collecting detailed data on travel patterns and behaviours Using a one-day travel diary Key findings: Majority of trips taken by car (82% or more) PT accounts for just 8% of trips in Brisbane and 3% on the Coasts Walking and cycling account for 10% or less of trips in SEQ

16 Benchmarking 3/11/2013 Benchmarking Implementation Methodologies Current Travel Habits Government Policy Existing Transport Provision Local Demographics Current Attitudes Barriers to Sustainable Travel Opportunities for Change Best Practice

17 3/11/2013 Current Travel Habits Mode BrisbaneGold CoastSunshine Coast Trips per day Mode Share Trips per day Mode Share Trips per day Mode Share Car 4,544,00082%1,332,00087%863,00085% PT 429,0007.7%51,0003.4%33,0003.3% Walking 509,0009%113,0007%86,0008.6% Bicycle 64,0001.2%23,0001.5%19,0001.9% Other 45,0000.8%9,0000.6%4,0000.4% High level of car use across SEQ 82% of all trips in Brisbane taken by car, rising to 87% and 85% on the Gold Coast and Sunshine Coast, respectively PT use very low on the Coasts – predominantly due to limited bus services / lack of rail infrastructure as well as poor perception of service provision Walking / cycling seen as leisure pursuits more than transport modes

18 Socio Economic / Demographic Factors 3/11/2013 Car Ownership and Usage More households own 3+ cars than none Definite car culture Low density with de-centralised services Australia has 2 nd highest car ownership in the world, after USA Demographic Trends Increasing population across SEQ Young demographic in Inner Brisbane, family orientated in suburbs Coastal areas have high proportion of rental properties / holiday makers / backpackers Large population of retired persons on the coast (particularly Sunshine Coast) SEQ

19 3/11/2013 Current Attitudes Freedom & Control Congestion Relaxing / Low Cost / Environment Frequency / Routes Relaxing / Health / Social Weather / Distance / Routes 42% of car drivers stated there was no other way to get to work 68% thought driving their car was an important part of daily life 46% classified PT as a convenient way of getting around

20 3/11/2013 Barriers to Sustainable Travel Cycle No bike (24%) Too dangerous (20%) Too far to ride (16%) Walk Journey too far (56%) Too lazy (10%) Dont have time (9%) PT No train service (23%) Bus takes too long (19%) No bus service (17%) Car Pool No one to share with (60%) Too inflexible (17%) Prefer to drive alone (8%)

21 Opportunities for Change Potential for Change Overcome Barriers Challenge Perceptions Identify and respond to motivators Convenience Cost Environment Health Ability to engage Householders Contact details Origin vs Destination Provide Information and Incentives Perception & awareness Service provision & infra- structure 3/11/2013

22 Summary Qualitative / Quantitative research suggests: Poor perception and knowledge of local transport provision Potential for modal transfer away from single occupancy car use Case studies suggest: Effective implementation program can achieve positive modal shift Travel Behaviour Change projects can be a low-cost solution to congestion and mobility issues Key outputs will be: Analysis of change in attitudes / perceptions regarding transport modes Shift in travel patterns – by mode, frequency, time and distance Interpretation of how external factors impact on travel choice Recommendations on effective implementation methodologies 3/11/2013

23 Contact Us David FreerKatherine Evans WorleyParsons Steer Davies Gleave Brisbane, AustraliaLondon, United Kingdom

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