How transit agencies are trying to attract millennial riders

[thelakelander]

Millennials — defined as people between the ages of 18 and 34 — are members of the largest and most diverse generation in American history. Their adroitness at using technology and their predisposition for living in urban neighborhoods and taking a train or bus to get around is already influencing trends in the transportation field. That's what the American Public Transportation Association (APTA) concluded in its 2014 report, "Millennials & Mobility: Understanding the Millennial Mindset." The study examined what is driving the millennial generation's transportation choices, what will drive those choices in the future, and the opportunities for the transit industry to capitalize on those choices.

The reasons behind millennials' transportation decisions are pragmatic: They ride trains and buses primarily for convenience and to save money. At the same time, they have high expectations for the transit services they use: 61 percent want to see more reliable systems; 55 percent expect real-time updates and wireless Internet service wherever they go; and 44 percent want a more user-friendly travel experience over the next decade.

Other studies have reached similar conclusions. In October 2014, the U.S. Public Interest Research Group (U.S. PIRG) Education Fund concluded in its "Millennials in Motion" report that millennials' shift away from driving cars over the past 10 years is likely to continue. Census data indicate that the share of 16- to 24-year-olds who drive to work declined by 1.5 percentage points between 2006 and 2013, while the percentage of young people getting to work by public transportation, foot or bicycle increased.

A love affair with cars? Not so much

Also last year, Transportation for America — a division of the nonprofit Smart Growth America coalition — and The Rockefeller Foundation sponsored a survey that found a majority of millennials want access to public transportation options so they don't have to rely so much on owning and driving a car. More than half — 54 percent — of those surveyed said they would consider moving to another city if it offered better options for transit; 66 percent said having access to high-quality transportation is one of their top three criteria when deciding where to live.

The results spoke to the incentive for cities to invest in transit networks as a way to attract and retain a younger workforce, says David Goldberg, communications director for Transportation for America and vice president of strategy for Smart Growth America.

Employers are starting to act on millennials' preferences, Goldberg says, noting recent announcements by major corporations such as Marriott International and State Farm Insurance that are moving major operations to vibrant urban locations that offer easy access to transit systems.

"Employers are looking to set up in places where the talented millennials want to be," he says. "The millennials are a great target market for transit agencies. They actually see transit as part of a bundle of services that are tied up with hip, urban living."

Given the under-35 generation's tendency to feel positive about using transit, it might be natural for some urban planners to presume that if you build a light-rail or bus line, the millennial riders will come. However, transit agency executives shouldn't take those attitudes for granted, says Goldberg.

"Transit agencies right now have a really good opportunity that I'm not sure they're capitalizing on to the degree that they could," he says. "To attract and keep these riders, it's really about patron services. It's thinking in a more agile way about the change that's underfoot and the incredible energy that could support the growth for transit." Agencies need to be nimble at adapting to new technology. They should structure their systems to take full advantage of smartphone technology that provides real-time information and other data about what's going on with their system, Goldberg says. They also should employ technology that helps riders connect with last-mile services such as bike share, Uber or Zipcar, he believes.

Marketing to a younger audience

Transit-industry executives whose agencies are aiming to attract millennial-age riders observe that the generation presents different challenges than previous generations when it comes to marketing and communications.

"They're the most tech-savvy generation, and they're the most cynical when it comes to traditional advertising versus word of mouth, recommendations from friends and social networks," says Nevin Grinnell, chief marketing officer and vice president of marketing communications for Dallas Area Rapid Transit (DART).

Moreover, millennials grew up in tough economic times and are getting their driver's license later in life. Those two things bode well for public transportation, Grinnell says. Consequently, DART is using technology in new ways to reach millennial-age customers. One example is the "GoPass," which DART launched in September 2013. The mobile ticketing application allows purchasers to use smartphones to buy a regional pass that's good for rides on DART light-rail trains and buses, as well as at neighboring transit agencies in Fort Worth and Denton County, Texas.

"So far the response has been phenomenal," Grinnell says. "We have over 350,000 downloads to date, and we've solicited over a million transactions."

Social media helps raise awareness

In addition to buying a ticket to ride, the app features tools that enable users to plan their trips around North Texas. The idea is to give public transit riders all the information they need in the palm of their hand.

DART created a Facebook page specifically to encourage DART riders to use the GoPass app.

"With the Facebook page, we found that people started asking questions about how to use the app, and instead of DART getting involved to answer the questions, we saw a lot of our potential riders and tech-savvy people in the community answering their questions," says Grinnell. "That told us that we can put the app out there and drive the awareness, but we need to make sure we are encouraging the community to get involved and drive that information."

DART has relied on other social media tools such as Twitter to drive information about the agency.

"We want to be the first source of what's happening on DART," explains Grinnell.

Full article: http://www.progressiverailroading.com/passenger_rail/article/How-transit-agencies-are-trying-to-attract-millennial-riders--44402?source=pr_digital05/11/2015&email=edavis@metrojacksonville.com

[ProjectMaximus]

Cool stuff. I like DART even more now.

[mtraininjax]

You'll be long gone before we see that in Jax. Maybe your grandkids will see it though....