11

Portland Metro Area Residents and the

Travel Options Marketing Campaign

September 2005

22

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

33

Public Mood

44

Portland Metro Area Residents are Optimistic for the First Time

Since 2001

63%

22%

69%

15%18%

70%

29%

56%

48%

36%

0%

20%

40%

60%

80%

J an. 2000 Oct. 2001 J an. 2003 May 2005 Sept. 2005

Right direction

Wrong track

“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)

55

Mood: Key Subgroups

More optimistic Less optimisticAge 18-34 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

66

Rating the Portland Metro Area Transportation System

77

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)

19%

42%

21%

9% 8%3%

0%

20%

40%

60%

80%

Excellent Good Average Belowaverage

Poor Don'tknow

88

Comparing Area Transportation Systems: Central Puget Sound vs.

Portland Metro Area

10%

31%

58% 61%

21%16%

0%

20%

40%

60%

80%

Central Puget Sound Area Voters Portland Metro Area Residents

Excellent/ good

Average

Below average/ poor

June 2002 September 2005

99

Portland Metro Area Transportation System Rating:

Highest in Multnomah County

60%

20%

14%

70%

16%13%

47%

28%23%

0%

20%

40%

60%

80%

Clackamas Co. Multnomah Co. Washington Co.

Excellent/ goodAverageBelow average/ poor

1010

Portland Metro Area Transportation System Rating: Key Subgroups

More positive about transportation system

Less positive about transportation system

Age 18-34 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

1111

Leading Transportation Issues

1212

“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)

16%

6%

5%

5%

4%

4%

4%

4%

19%

0% 5% 10% 15% 20% 25%

Expand/ add/ improve light rail/ MAX lines

Road repair/ paving/ upkeep

Expand/ add/ improve bus lines

More frequent/ later service/ schedule improvements

Widen freeways/ add lanes

MAX south/ to Clackamas/ Gladstone/ Oregon City

Build more freeways

Ease congestion/ improve traffic coordination

Widen roads/ add lanes

1313

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

42%

38%

19%

0% 10% 20% 30% 40% 50%

TOTAL need transit-related

improvements

TOTAL needroad/ highway-

relatedimprovements

Don’t know

1414

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”

1515

A Plurality Do Not Have Any Specific Transportation Improvements In Mind

“Now what specific projects come to mind?” (Q4)

41%

7%

7%

7%

4%

3%

3%

0% 10% 20% 30% 40% 50%

Don't know

Expanding light rail/ MAX

Roadrepair/ paving/ upkeep

MAX south to OregonCity/ Clackamas/ Wilsonville

Improvement/ expansionof buses/ hours

MAX north/ MAX toVancouver

Build more freeways

1616

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

1717

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 45th and Schools Ferry Road– Work on Olson Road– Bridge across 99E

1818

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)

43%

14%

9%

9%

7%

4%

3%

4%

7%

0% 10% 20% 30% 40% 50%

Congestion

Lack of certainty about how long it will take toget there by car

Road construction

Lack of certainty about how long it will take toget there by bus, light rail or street car service

Lack of bus, light rail, or street car service

Lack of sidewalks

Lack of bike ways

Other

Don’t know

1919

Congestion Leading Problem:County, Age and

Transportation Projects Needed% Congestion

County

Clackamas 36% Multnomah 43% Washington 48%Age

18-34 31% 35-44 43% 45-64 51% 65+ 37%Transportation projects needed

Transit 40% Roads 51%

2020

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)

27%

26%

16%

14%

12%

10%

7%

4%

3%

2%

0% 5% 10% 15% 20% 25% 30%

Total transit suggestions

Widen or improve existing roads and highways

More or different MAX lines*

More people riding with others in carpools or vanpools

More people using their cars less often

More or different bus routes*

More people driving during non-rush hours

More bike ways

More sidewalks

More street car service*

* Transit-related suggestion

2121

Fixing the Transportation Problem: Income and Biggest Problem

% Widen/improve roads % Transit

Income

Less than $50k 17% 30% $50-$74k 24% 32% $75-$99k 33% 22% $100k or more 48% 15%Biggest problem

Congestion 35% 17% Other 19% 34%

2222

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)

52%

3%

45%

0%

20%

40%

60%

80%

Very/ somewhattolerable

Don't know Somewhatintolerable/ nottolerable at all

2323

Rush Hour Traffic Congestion: Less Tolerable in Washington County

55%

42%

55%

43%46%

50%

0%

20%

40%

60%

80%

Clackamas Co. Multnomah Co. Washington Co.

Total tolerable

Total intolerable

2424

Rush Hour Traffic Congestion:Age and Mood

Tolerable Intolerable

Age

18-44 58% 41%

45-64 45% 53%

65+ 56% 32%

Mood

Right direction 56% 42%

Wrong track 41% 57%

2525

Reducing Single Person Car Trips

2626

Two-in-Three Have Considered Taking Fewer Single Person Car Trips

“Have you ever thought about taking fewer single person car trips?” (Q8)

66%

6%

29%

0%

20%

40%

60%

80%

Yes Don't know No

2727

Reducing Single Person Car Trips: Age

71%

23%

58%

36%

52%

41%

0%

20%

40%

60%

80%

18-54 55-64 65+

Yes

No

2828

Reasons for Considering Fewer Single Person Car Trips

IF YES IN Q8: “Why do you say that?” (Q9, N=262)

22%

16%

8%

6%

6%

5%

3%

10%

0% 10% 20% 30% 40%

Gas prices/ save money/ save money on gas

Less congestion/ fewer cars on road

Pre-plan/ combine trips

Save/ conserve gas

Carpool/ have carpooled/ like to drive withothers

Use bus/ MAX/ mass transit

Better air quality/ global warming

Don’t know

2929

Reasons for Not Considering Fewer Single Person Car Trips

IF NO IN Q8: “Why do you say that?” (Q10, N=115)

34%

23%

5%

4%

4%

4%

3%

3%

3%

0% 10% 20% 30% 40%

Don't drive/ use car much/ rely on others forrides/ only drive when necessary

Drive to work/ need car for work/ work oddhours/ rural location/ self-employed

No one to carpool with/ ride with

No bus service/ public transportation here/ todestination

Inconvenience/ hassle

Go to various locations/ destinations

Never thought about it

Work from home

Have children/ family

3030

More than 8-in-10 Believe It’s 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)

43%

41%

84%

15%

10%

5%

0% 20% 40% 60% 80% 100%

Very important

Fairly important

TOTAL important

TOTAL not important

Not too important

Not important at all

3131

Importance of Reducing Single Person Car Trips: Key Subgroups

% Very Important

All

Income Less than $75k $75k or more

% Very important43%

50%31%

Transportation system rating Excellent/good Average Below average/poor

47%43%28%

3232

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)

45%

24%

9%

7%

6%

10%

0% 10% 20% 30% 40% 50%

Less congestion/ fewer cars on road

Less pollution/ cleaner air/ helpenvironment/ ecology

Save/ conserve gas/ reduce dependence onfossil fuels

Save money/ save money on gas/ lower gasprices

All other responses

Don't know

3333

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)

16% 16%

32%

63%

25%

38%

0%

20%

40%

60%

80%

Verydifficult

Fairlydifficult

TOTALdifficult

TOTALnot

difficult

Not toodifficult

Notdifficultat all

“How difficult would it be for you to take one less single person car trip a day?”

(Q14)

30%

17%

47% 46%

19%

27%

0%

20%

40%

60%

80%

Verydifficult

Fairlydifficult

TOTALdifficult

TOTALnot

difficult

Not toodifficult

Notdifficultat all

3434

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)

34%

10%

7%

6%

5%

5%

4%

3%

0% 10% 20% 30% 40%

Need car to get towork/ work schedule

Use car very little/ havecut back

Trips arenecessary/ important

Have children/ family

Busy/ time

Hard/ difficult toarrange carpool

Rural/ isolated area

Single/ live alone

3535

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)

42%

23%

10%

9%

6%

1%

4%

5%

0% 10% 20% 30% 40% 50%

Combining errands to reduce car trips or tripchaining

Public transit such as bus, MAX or street carservice

Walk

Carpool with others

Bicycle

Vanpool with others

Other

Don't know

3636

Reducing Single Person Car Trips – 1: Trip Chaining vs. Transit

% Trip chaining % Transit

County

Clackamas 50% 18% Multnomah 35% 28% Washington 47% 19%Gender/age

Men 42% 21% Women 18-44 33% 33% Women 45+ 47% 22%

3737

Reducing Single Person Car Trips – 2: Trip Chaining vs. Transit

% Trip chaining % Transit

Income

Less than $100k 38% 25% $100k or more 57% 15%

Marital status

Single 32% 30% Married 46% 20%

Importance of reducing car trips Very important 32% 31% Fairly important 50% 16% Not too/not important 52% 20%

3838

Current Perceptions About Reducing Single Person

Car Trips

3939

Current Perceptions About the Benefits of Reducing Single Person Car Trips

“Now please tell me if you agree or disagree with the following statements.”

89%

82%

67%

61%

9%

14%

27%

31%

0% 20% 40% 60% 80% 100%

Reducing several single person car trips a weekby combining errands is easy. I just have to

think about where I need to go and planaccordingly (Q19)

Reducing several single person car trips a weekby combining errands gives me more time off theroad for doing other things I want to do (Q20)

Reducing several single person car trips a weekwould give you more peace of mind (Q18)

Reducing several single person car trips a weekwould give you more quality time with your

family (Q17)

Agree

Disagree

4040

Message Testing

4141

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.”

84%

83%

81%

81%

9%

10%

10%

10%

0% 20% 40% 60% 80% 100%

Gas prices could go up to more than four dollarsper gallon. Reducing several single person car

trips a week could save you money (Q26)

Reducing several single person car trips a weekcould save you money in gas, car maintenance

and parking (Q24)

Oregonians drive 31 billion miles a year. That is27 percent of Oregon's energy use. By reducing

single person car trips, we could saveconsiderable gasoline and oil (Q22)

Reducing single person car trips will require lessgasoline and reduce the nation's dependence on

foreign oil (Q23)

More likely

Less likely

4242

Reducing Single Person Car Trips: Message Testing - 2

79%

74%

65%

59%

10%

14%

24%

26%

0% 20% 40% 60% 80% 100%

If everyone in the Portland metro area made one lesssingle person car trip a week it could reduce pollution by

up to 10 percent (Q21)

A 15 minute walk each way to a bus stop, restaurant, storeor school will increase your level of physical activity, helpprevent obesity, heart disease, diabetes and keep most

Americans healthy (Q27)

If 10 percent of drivers in the Portland metro area reducedseveral single person car trips a week, especially during

commute rush hours, we would not have to build andexpand as many roads in the future (Q25)

A 20 minute bicycle trip can burn up to 200 calories,increase your level of physical activity and help prevent

obesity, heart disease, diabetes and keep most Americanshealthy (Q28)

More likely

Less likely

4343

Information Sources

4444

Information Sources:Transportation Issues

56%

55%

53%

49%

48%

43%

41%

37%

36%

32%

26%

22%

0% 20% 40% 60% 80% 100%

Firefighter (Q31)

Police officer (Q33)

Ambulance driver (Q37)

Transportation engineer (Q36)

Personal doctor (Q29)

University professor of environmental studies (Q35)

A mother (Q30)

Environmental organization (Q34)

A father (Q32)

Commuter (Q38)

Nutritionist/ dietician (Q39)

Local, small business owner (Q40)

% A great deal/ quite a bit

“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.”

4545

Summary & Highlights

4646

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

4747

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%)

4848

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”

4949

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 country’s dependence on

foreign oil