With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249 1 By Rosie Samuel Using incentives to encourage mobility changes: exploring the impacts Presented by Marcel Meeuwissen, written by Frances Hodgson. Based on material from Tineke Hof, Tiago Fioreze, Remco Wijn and Tom Thomas, to the FLOW_TRACE project Conference March 2018 Session: 3C Understanding behaviour and engaging communities
Transcript
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
1
By Rosie Samuel
Using incentives to encourage mobility changes: exploring the impacts Presented by Marcel Meeuwissen, written by Frances Hodgson. Based on material from Tineke Hof, Tiago Fioreze, Remco Wijn and Tom Thomas, to the FLOW_TRACE project Conference March 2018 Session: 3C Understanding behaviour and engaging communities
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
EMPOWER is
2
Commute Greener
*Zwitch SMART
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
What, how and whyIncentives – rewarding changeaway from use of conventionally fuelled vehicles
• Opportunity: using mobility apps to deliver incentives
• Primary research: trials, surveys, reviews
• Living Labs = 5
• Take-Up City Community = 7
• Duration of 6 months
• Embedded primary ongoing research to investigate how well incentives can work and insights for application development to deliver more sustainable travel 3
Key Performance Indicators
• Conventionally-fuelled vehicles (CFV)use: 15%-50% reduction in the use ofconventionally fuelled vehicles in cities,(Vehicle Kilometers).
• Urban accessibility and attractiveness:30% increase in travellers' self-reportedpositive evaluation of urbanaccessibility and attractiveness
• Customer/user satisfaction: 75%Customer/user satisfaction with theEMPOWER mobility service
• Vulnerable groups: 10% response ratefor vulnerable travel groups
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
All in all… literature is inconclusive. Many things appear to work, but no one-to-one comparison to conclude what works best under which circumstances.
Operators transport systems, and IT
developers :
“give us the best incentives”
Travel behaviour alists, policy
practitioners:
“Give us an app to test what is best”
4
Problem:
City Authorities
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Stakeholders : Whose perspective?: What impact?
End Users City AuthoritiesIncentive Services
providersIncentive providers
Application Developers
Scientific CommunityEU and international
policy makersLocal businesses and property developers
Transport Service Providers
5
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Types of impact
Instrumental
Influencing development of policy
Influencing practice
Influencing service provision
Shaping legislation
Altering behaviour
Conceptual
Contributing to the understanding of policy issues
Reframing debates
Introduction of new concepts
Capacity Building
Technical development
Skill development
Partnership building6
End users
Instrumental
Influencing development of policy
Influencing practice
Influencing service provision
Shaping legislation
Altering behaviour
Conceptual
Contributing to the understanding of policy issues
Reframing debates
Introduction of new concepts
Capacity Building
Technical development
Skill development
Partnership building
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Summary of findings
8
• Can have strong positive effects on travel behaviour.
• Often short term effects.
• Often strong with first-time users
Rewards, points and discount
• Significant travel behavior changes observed when travelers acquired personalized information feedback or instructions.
• Confidence in results is not strong due to methodology
Applications
• Create awareness
• No strong evidence on effect, theorize effects existTraining and
social support
• Strong effects on changing travel behaviour, and thereby suggest that providing free transport cards to employees is a successful intervention that can be implemented by other employers, such as universities.
Free travel cards
• Few studies:
• Seem to be appropriate for decision making process whereby range of factors can be optimised
Information on consequences
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Primary empirical research
9
• Living Labs• Enschede• Gothenburg• Helsinki• Manchester• Milton Keynes• Scotland
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Indicative findings
10
• Rewards, Points and discount – on public transport useUK Survey
work
• Multiple including altruism and gifts – on all alternative modesSweden
• social support – coupled with monetary – on cyclingNL experimental
trials
• Gifts: in-kind, challenges and personal recognitions, monetary rewards – on cycling
NL experimental
trials
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
11
By Rosie Samuel
Survey: UK Nationally representative study of student population: preferences
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Explore the potential offive positive incentive schemes
12
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Concluding remarks
• Demonstrates clearly that incentives that change the value proposition for travellers have potential to be preferred and encourage modal shift to public transport
• Not possible without development of personalisation and integration functionality into mobility apps
• Provides evidence for the commercial justification of introduction of this kind of technology: the technology itself has the potential to change commercial success in public transport industry
• Further analysis to determine the influence of incentives on those who are occasional bus users
13
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
14
By Rosie Samuel
Trial: NL/UT: User preference regarding incentives comparing different mock-ups/schemes intended to stimulate cycling
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Analysis & Results: highlights
15
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
What the results show so far…
• About commuting behavior…• Less than 30 minutes away from work and good weather conditions are the ‘the
best ingredients’ for a cycling ‘recipe’.
• About mock ups…• In-kind gifts mock up seems to score “the best”.
• About cycling challenges… • Personal recognition seems to show the least amount of intended improvement of
cycling frequency.
• About rewarding schemes…• Based on the respondents’ cycling frequency:
• Money seems to be the most preferable rewarding scheme, independent of the respondents’ cycling frequency.
• In-kind gifts seems to come second for respondents who always or sometimes cycle.
• Respondents who never cycle seems to choose no rewarding scheme.
• Respondents presented with a certain rewarding scheme tend to change it for another when offered to do so.
16
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
17
By Rosie Samuel
Trial: NL/TNO: User preference regarding monetary rewards rewarding increased cycling with money payments to stimulate
cycling
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Results so far
• 57 participants
• Significant main effect: while the reward scheme is active, the challenges + rewards persuade individuals to use their bicycles more
• No interaction effect: when the reward scheme had come to an end, individuals whose attitudes toward cycling have been bolstered did not maintain their behaviour change more than individuals whose attitudes have not been bolstered. 18
* p < .01
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
19
By Rosie Samuel
Experiment: Sw: Various rewards including competitions and altruism
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Summary
• Range of impacts across different stakeholders – still lots to analyse!
• Beginning to see reduction in Conventionally-fuelled vehicles (CFV) use in favour of other modes: ≥15%• Incentives effects vary interacting with bundle of rewards, and people type –
across time• Requires more on ‘circular – self-sustaining incentive schemes’
• Early indications that improve Urban accessibility• Customer/user satisfaction: variable but for overall met the target• Vulnerable groups: 10% response rate for vulnerable travel groups
20
With funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement no 636249
Way more to come!!
21
• Living Labs• Enschede• Gothenburg• Helsinki• Manchester• Milton Keynes• Scotland
