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1 Portland Metro Area Residents and the Travel Options Marketing Campaign September 2005.

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Presentation on theme: "1 Portland Metro Area Residents and the Travel Options Marketing Campaign September 2005."— Presentation transcript:

1 1 Portland Metro Area Residents and the Travel Options Marketing Campaign September 2005

2 2 Survey Methodology Sample – 400 interviews among a representative sample of adult residents in the Portland metro area Method – Telephone interviews September 20-22, 2005 Margin of error – Plus or minus 5% at the 95% confidence level

3 3 Public Mood

4 4 Portland Metro Area Residents are Optimistic for the First Time Since 2001 Generally speaking, would you say things in the Portland metropolitan area are headed in the right direction, or do you think things are pretty much headed off on the wrong track? (Q1)

5 5 Mood: Key Subgroups More optimisticLess optimistic Age Age 35 and older Residents of the area five years or less Residents of the area six years or more College graduates Non-college graduates Rate the transportation system as excellent or good Rate the transportation system as below average or poor Transit improvements needed Road improvements needed

6 6 Rating the Portland Metro Area Transportation System

7 7 Local Transportation System Gets Positive Rating How would you rate the transportation system in the Portland metropolitan area? By that I mean roads, transit, sidewalks, bike ways and transportation services in general. (Q2)

8 8 Comparing Area Transportation Systems: Central Puget Sound vs. Portland Metro Area June 2002September 2005

9 9 Portland Metro Area Transportation System Rating: Highest in Multnomah County

10 10 Portland Metro Area Transportation System Rating: Key Subgroups More positive about transportation system Less positive about transportation system Age Age 35 and older 13 years or more education High school graduate or less education Have lived in the area for five years or less Have lived in the area for six years or more Optimistic about direction of area Pessimistic about direction of area Transit improvements needed Road improvements needed

11 11 Leading Transportation Issues

12 12 Expanding MAX and Road Repair are Leading Transportation Needs In thinking about transportation improvements you feel are needed in the Portland metropolitan area or your community, what types of projects come to mind? (Q3)

13 13 Public is Divided Between Road-Related Improvements and Transit-Related Improvements

14 14 Road-Related Improvements and Transit-Related Improvements: Key Subgroups Transit improvements are necessary Road improvements are necessary Clackamas County Washington County Multnomah County Women Men age 45 and older Postgraduates $100,000+ households Optimists Pessimists Rate transportation system as above average or excellent Rate transportation system as below average or poor

15 15 A Plurality Do Not Have Any Specific Transportation Improvements In Mind Now what specific projects come to mind? (Q4)

16 16 Specific Transit Projects (14%) MAX south to Clackamas MAX north to Vancouver Eastside/southeast MAX Streetcar Bus mall downtown MAX to Salem Barbur light rail/MAX Airport MAX Monorail Bus service to Newberg Elevate MAX Mass transit to St. Helens

17 17 Specific Road Projects (14%) Specific I-5 responses (5%) – Improvements to I-5 and Hwy 26 – Improvement to I-5 and Hwy 217 – Widening of I-5 – Improvements to I-5 bridge – I-5 connector in Sherwood – Additional connections from I-5 to I-405 Specific Sunset/Highway 26 responses (4%) – Widening of/improving/finish Hwy 26/Sunset – Connector between 26 and TV Highway – Finish construction on Hwy 26/Hwy 26 issues – Improvements to Sunset Hwy – Road paralleling Hwy 26 Specific I-205 responses (1%) – Widening of/improving I-205 – Connect Johnson Creek to 205 extension – I-205 bypass Specific I-84 responses (1%) – – Widening of/improving I-84 Other responses – – Widening of/improving 217 – – Additional bridge over Columbia River to Washington – – Sellwood bridge repair/replacement – – Widening/improving Hwy 99 – – Improvement to Sunnyside Road – – Repaving of Amstetter Road – – Widening of/complete Mount Hood Freeway – – Upgrade Ross Island Bridge – – Widening of/improving 405 – – Widening of/improving Powell Boulevard – – Widening of/improving Hwy 18 – – Work on SW 45 th and Schools Ferry Road – – Work on Olson Road – – Bridge across 99E

18 18 Congestion is the Leading Transportation Problem Thinking now from a personal standpoint, which one of the following is the biggest problem for you when getting from one place to another in the Portland metro area? (Q5)

19 19 Congestion Leading Problem: County, Age and Transportation Projects Needed % Congestion County Clackamas36% Multnomah43% Washington48% Age % % % 65+37% Transportation projects needed Transit40% Roads51%

20 20 Fixing the Major Transportation Problem Which one of the following do you believe would be most helpful in addressing the transportation problem you are most concerned about? (Q6) * Transit-related suggestion

21 21 Fixing the Transportation Problem: Income and Biggest Problem % Widen/ improve roads% Transit Income Less than $50k17%30% $50-$74k24%32% $75-$99k33%22% $100k or more48%15% Biggest problem Congestion35%17% Other19%34%

22 22 A Majority Agree Congestion During Rush Hour is Tolerable How tolerable is traffic congestion along the roads you travel in your community during rush hours, very tolerable, somewhat tolerable, somewhat intolerable, or not tolerable at all? (Q7)

23 23 Rush Hour Traffic Congestion: Less Tolerable in Washington County

24 24 Rush Hour Traffic Congestion: Age and Mood TolerableIntolerable Age %41% %53% 65+56%32% Mood Right direction56%42% Wrong track41%57%

25 25 Reducing Single Person Car Trips

26 26 Two-in-Three Have Considered Taking Fewer Single Person Car Trips Have you ever thought about taking fewer single person car trips? (Q8)

27 27 Reducing Single Person Car Trips: Age

28 28 Reasons for Considering Fewer Single Person Car Trips IF YES IN Q8: Why do you say that? (Q9, N=262)

29 29 Reasons for Not Considering Fewer Single Person Car Trips IF NO IN Q8: Why do you say that? (Q10, N=115)

30 30 More than 8-in-10 Believe Its Important to Reduce Single Person Car Trips In your opinion, how important is it for people to reduce the number of single person car trips, very important, fairly important, not too important or not important at all? (Q11)

31 31 Importance of Reducing Single Person Car Trips: Key Subgroups % Very Important All Income Less than $75k $75k or more % Very important 43% 50% 31% Transportation system rating Excellent/good Average Below average/poor 47% 43% 28%

32 32 Major Benefit of Reducing Single Person Car Trips: Less Congestion What, in your opinion, is the major benefit of reducing the number of single person car trips? (Q12)

33 33 Reducing One Single Person Car Trip a Week Less Difficult than Reducing One a Day How difficult would it be for you to take one less single person car trip a week? (Q13) How difficult would it be for you to take one less single person car trip a day? (Q14)

34 34 Work-related Responses Top Reasons for Those Who Believe It is Very or Fairly Difficult to Take One Less Single Person Car Trip a Day IF VERY/FAIRLY DIFFICULT IN Q14: Why do you say that? (Q15, N=188)

35 35 Combining Errands/Trip Chaining Leads Options for Reducing Single Person Car Trips Which of the following options would you be most likely to choose if you took fewer single person car trips? (Q16)

36 36 Reducing Single Person Car Trips – 1: Trip Chaining vs. Transit % Trip chaining% Transit County Clackamas50%18% Multnomah35%28% Washington47%19% Gender/age Men42%21% Women % Women 45+47%22%

37 37 Reducing Single Person Car Trips – 2: Trip Chaining vs. Transit % Trip chaining% Transit Income Less than $100k38%25% $100k or more57%15% Marital status Single32%30% Married46%20% Importance of reducing car trips Very important32%31% Fairly important50%16% Not too/not important52%20%

38 38 Current Perceptions About Reducing Single Person Car Trips

39 39 Current Perceptions About the Benefits of Reducing Single Person Car Trips Now please tell me if you agree or disagree with the following statements.

40 40 Message Testing

41 41 Reducing Single Person Car Trips: Message Testing - 1 Here are some potential benefits of people reducing the number of single person car trips. After hearing each, please tell me if you are more likely or less likely to make one less trip a week in which you are driving alone.

42 42 Reducing Single Person Car Trips: Message Testing - 2

43 43 Information Sources

44 44 Information Sources: Transportation Issues Here are some people and groups who may be commenting on transportation issues in the Portland metro area. Please tell me how much trust you have in each, a great deal, quite a bit, some, a little or none.

45 45 Summary & Highlights

46 46 Summary & Highlights – 1 The transportation system in the Portland metro area gets above average ratings from more than six-in-ten area residents (61%) – Congestion is the leading transportation- related concern today – The public is divided over whether road-related improvements or transit-related improvements would be most helpful in addressing transportation problems

47 47 Summary & Highlights – 2 Roughly two-in-three area residents (66%) have considered taking fewer single person car trips and more than eight-in-ten (84%) believe it is important to take fewer trips – Gas prices and congestion are the leading reasons people are considering fewer single person car trips – Reduced congestion, followed by less pollution are the perceived leading global benefits of fewer single person car trips – Almost half of area residents (46%) say it would not be difficult for them to take one less single person car trip a day – Trip chaining is the most likely alternative to single person car trips (for 42%) followed by transit (23%)

48 48 Summary & Highlights – 3 The key to reducing single person car trips is thinking and planning, – 89% agree that, reducing several single person car trips a week by combining errands is easy. I just have to think about where I need to go and plan accordingly Most believe trip chaining will save them time – 82% agree that, reducing several single person car trips a week by combining errands gives me more time off the road for doing other things I want to do

49 49 Summary & Highlights – 4 With gas prices at an all time high, now is the time for an advertising campaign about reducing single person car trips – More than eight-in-ten residents say they would be more likely to take fewer car trips given, The high cost of fuel, car maintenance and parking, The ability to reduce energy use, and The ability to reduce our countrys dependence on foreign oil


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