One Small Step: Transport Attitudes

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One Small StepTransport Attitudes Behaviour
A Reviewof Findings
11th July 2007
41106902/GP/AS
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Introduction

• The DTO has commissioned the One Small Step
  campaign, the purpose of which is to promote
  change in peoples transport behaviour and
  encourage a reduction on car dependency.
• The objective of the research is to obtain a
  benchmark measure of current attitudes to
  transport and transport behaviour in advance of
  the start of the campaign. A second measure will
  be taken in about one years time to see how
  attitudes and behaviour have changed.

• Dublin is the focus of the campaign, but as there
  is a daily migration to Dublin from surrounding
  counties, the research covered Dublin and the
  Rest of Leinster (ROL).
• The approach used was the MBIMS Omnibus Survey
  (end May/early June fieldwork). The achieved
  sample size was 542 adults aged 15,
  representative of the areas population.

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The Car(Our Target Market)
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Car Access Half of the Dublin/Rest of Leinster
15 population own a car. Usage of the car is
almost universal.
Base All Respondents

Own car myself
Own car jointly
Have company car
Access to a family car
No access to a car
Q. Which one of these statements best describes
your access to a car?
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Who are these car people?
Base All Respondents
Gender
Car Owner
Car Access
All
Male
Female
They are men.
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Who are these car people?
Base All Respondents
Car Owner
Car Access
All
Have kids
No kids
Theyre more likely to have kids
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Transport AlternativesConsideration and Use
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Modes of Transport Considered It is easy to
consider the alternatives, but one in four dont
look beyond the car.
Base All Respondents
All
72 considerthe car at all
Walking
Car as driver
Car as passenger
Dublin Bus
LUAS
DART
Bicycle
Suburban Rail
Private Bus
Motorbike/Scooter
Q. Which of the following modes of transport do
you consider using to travel to work, school,
shopping and other activities?
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Modes of Transport UsedTwo thirds use the car
(at all) for travel.
Base All Respondents

Car as driver
Walking
Car as passenger
Dublin Bus
LUAS
DART
Bicycle
Suburban Rail
Private Bus
Motorbike/Scooter
Q. Which of the following modes of transport do
you to use to travel to work, school, shopping
and other activities?
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Modes of Transport Used Used Most OftenHalf use
the car. 1 in 5 car owners use alternatives.
Base All Respondents

Car as driver
Walking
Dublin Bus
Car as passenger
LUAS
Bicycle
DART
Suburban rail
Private Bus
Q. Which one of the following modes of transport
do you use most often to travel to work, school,
shopping and other activities?
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Whose behaviour do we have to change?
Base All Respondents
52 use the carmost oftenas driver or passenger
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Conversion Consideration ? Use ? Most Often
Base All Respondents
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Attitudes to Transport
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Attitudes (1)
NeitherAgreeNorDisagree
Base All Respondents (Excel. Dk/Not App)
AgreeStrongly
DisagreeStrongly
Agree
Disagree
It is up to the Government to encourage peopleto
use public transport more often
30
48
13
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2

• I am going to read out statements that people
  have made about transport and travel and I
• would like you to tell me to what extent you
  agree or disagree with each statement.

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Attitudes (2)
NeitherAgreeNorDisagree
Base All Respondents (Excel. Dk/Not App)
AgreeStrongly
DisagreeStrongly
Agree
Disagree
I need my car to get around
44
32
13
8
3

• I am going to read out statements that people
  have made about transport and travel and I
• would like you to tell me to what extent you
  agree or disagree with each statement.

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Car Owner Attitudes Vs. No Car Attitudes
Base All Respondents
CAR OWNERS

• People pay to have a car so they have a right to
  use it.
• Public transport is an unrealistic option.
• I need my car to get around.
• I would like to use public transport more often
  but it does not suit my needs.

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Grouping Like with Like
Base All Respondents
Factor One
Factor Two
Factor Three

• People pay tax to have a car so they have a right
  to use it.
• I need my car to get around.
• People are not concerned about the effect of car
  usage on the environment.
• There are journeys where I could walk or cycle
  instead of using the car.
• Drives do not like using public transport.

• If car journey times increased, I would consider
  using public transport.
• Reducing traffic congestion is a personal
  responsibility.
• There are journeys where I could use public
  transport instead of using the car.

• Public transport is an unrealistic option.
• I would like to use public transport more often
  but it does not suit my needs.
• It is up to the Government to encourage people to
  use public transport.

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Cars and Short Journeys
Base All Respondents

Walk
Take the car
It depends
Public transport
Cycle
Q. When making short journeys, of a mile or less,
do you tend to take the car, use public
transport, walk or cycle?
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Walk Not Take the Car? Not Likely!
Base All Use Car on Short Journeys (Excl. DK)
Q. When making these short journeys, how likely,
or not, are you to consider walking or cycling
instead of using the car?
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Majority believe reducing car usage can have a
positive effect on the environment.
Base All Respondents

Yes
No
Dont know
Q. Do you believe that reducing use of the car
can have a positive effect on the environment?
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Only a minority have changed behaviour touse the
car less often.
Base All Respondents (Excl Not App.)

No
Dont know
Yes
Only 14 of those who believe that reducing use
of the car can havea positive effect on the
environment have changed their behaviour.

• Over the past six months, have you changed your
  transport
• behaviour in any way so that you use the car
  less often?

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Working and Commuting
Base All Working

Dont know
No
Notapplicable
Yes

• Would you consider moving jobs to workcloser to
  where you live so thatcommuting time could be
  reduced?

• Would you consider working fromhome so as to
  avoid traffic congestion?

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Car Journeys To From Work.
Base All Working
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Four in ten see some opportunity to reduce the
number of car trips taken. Encouragingly, there
is opportunity among 6 in 10 car owners.
Base All Respondents those with dependent
children

Cannot reduce
Opportunityto reduce
Dont know

• Where could you most likely reduce the number of
  car trips you take?