Transportation leadership you can trust. presented to ITS Georgia Annual Meeting presented by Kenny Voorhies Cambridge Systematics, Inc. October 5, 2009 ITS Program Customer Satisfaction Surveys: Surprises and Common Themes

1 Co-Author Alex R. Trouteaud, PhD, The Schapiro Group

2 Background Cambridge Systematics and The Schapiro Group have conducted six customer satisfaction surveys: Georgia DOT Atlanta Metro – 2002 (managed by URS and PB Farradyne) Florida DOT – District 5 (Orlando) for the iFlorida program in 2005 Georgia DOT Atlanta Metro – 2005 (managed by URS) Florida DOT Statewide ITS Program – 2006 Florida DOT Statewide ITS Program – 2008 Indiana DOT Statewide ITS Program – 2008

3 Survey Methodology Schapiro Group conducted phone interviews of randomly selected freeway drivers 500 drivers in Atlanta region 400 drivers in Orlando region 400 drivers in each of seven Districts in Florida Statewide 400 drivers in each of three regions in Indiana Interviews addressed Service Patrols Traveler Information −DMS −Web Site −HAR −511

4 Georgia DOT Atlanta Metro – 2002 Traffic Information Source Usage - 57% radio, 35% TV, 5% GDOT 81% had a cell phone in vehicle, 18% would use cell for traffic information. 73% had not heard of *DOT 80% had not heard of NaviGAtor website, only 5% use it 84% were aware of HERO service, 93% believed it useful 94% use DMS messages, 91% find DMS easy to read, 82% likely to change route based on DMS message 95% believe GDOT traveler information useful

5 Florida DOT – District 5 (Orlando) Primary sources of traffic information are radio and TV 511 not well known, but users like it DMS is best known FDOT traffic information, messages are useful, easy to read and drivers are willing to change routes based on DMS information Road Rangers are well known and liked. Drivers don’t know how to contact for service Most desired future information is alternate routes

6 Georgia DOT Atlanta Metro – 2005 Public views GDOT traffic services positively Awareness of specific services increased slightly More drivers using cell phone to obtain traveler information DMS and HERO service continue to be well known and viewed very positively Drivers want GDOT to expand DMS and HERO coverage area

7 Florida DOT Statewide ITS Program – 2006 Radio is the primary source of traveler information for 74% of respondents More drivers aware of 511 DMS and Road Rangers are highly regarded 31% of 511 users responded to DMS message and wanted more detail. 30% of 511 users called pre-trip, 64% en-route 60% men and 43% women are aware of Road Rangers, age group most likely to be assisted by Road Rangers Women and drivers over 30 are more likely to trust 511 and DMS information

8 Florida DOT Statewide ITS Program – 2008 DMS and Road Rangers continue to be the most well known and highly regarded services Radio is still dominant source of traffic information, however younger drivers increasingly use web and phone/PDA services Private information services and GPS devices are growing but currently only 2% use Public awareness of 511 is growing slowly, FDOT should market the service, suggest using DMS Drivers will not seek out traveler information services but will use them when available, consider electronic alerts

9 Indiana DOT Statewide ITS Program – 2008 Radio and TV are dominant traveler information sources, younger drivers rely more on web and phone based services 511 is planned, drivers are interested in 511 Awareness of Hoosier Helpers is lower than GA/FL, few know how to request service, users like the service TrafficWise web site is not well known, users appreciate it and see potential for improvements, truckers highly desire improved web services Drivers view ITS as a way to help save gas

10 Common Themes Drivers are overwhelmingly aware of service patrols and DMS, drivers find these services very helpful. The DMS messages are trusted and drivers are willing to change routes based on information provided. Radio, and to a lesser extent television, are still the predominant sources to obtain traveler information. 511 and traffic websites are generally unknown to the driving public. Younger users desire more web, text and based traveler information services.

11 Surprising Results Service patrols are very popular, however a significant number of drivers do not know how to request service Only 20-25% of drivers say that they are aware of 511 and traveler information websites. At the same time, those who use these services find them useful and trustworthy. Only a small percentage (1-2%) of drivers use or are aware of subscription based, GPS enabled traveler information services.

12 Recommendations for DOT ITS Programs DOTs should use the popular services, DMS and service patrols, to promote awareness of the other ITS services, 511 and websites. It appears that many drivers will not seek out these services but if they are aware of them, they will use ITS services. As the market penetration for vehicles having navigation systems and GPS devices increases, DOTs should either create information or partner with private traveler information providers to provide real time traffic information to these in-vehicle devices. Another potential mechanism for providing traveler information is the use of and text messaging. This media will reach the young driver market better than more traditional media.