Lessons learned from the winter cycling survey

Martin Loidl

Department of Geoinformatics, Z_GIS

University of Salzburg

martin.loidl@sbg.ac.at | http://gicycle.wordpress.com

Overview

Background Project context for winter cycling survey Information as part of cycling promotion strategies

Methodological/technical aspects, study design Aim Design & sampling Acquisition of respondents

Results

Lessons learned

Project context

www.radlkarte.info Information as building block

of comprehensive, integrated bicycle promotion strategy

Information

Winter cycling

Increasing number of cyclists during winter months Support existing cyclists & attract new cyclists

Infrastructure Maintenance Campaigning

Safety, comfort, fun, flexibility, health Information

Project context

Information provision for winter cyclists Road maintenance (snow removal) priority map Live status road condition Live tracking maintenance vehicles Communication tool Weather push service Graphical elements in web portal

What’s the return of investment? What do cyclists actually need?

Survey

Lesson learned (1)

Ask your prospective community! Their experience might be completely different from your reasoning.

http://theconversation.com/do-accountants-act-in-the-public-interest-not-always-4698

https://www.finanzamt.bayern.de/Bad-Neustadt/Images/Ueber_uns/Zustaendigkeiten/bad-

neustadt-beamte.gif

AdministrationAcademia

Community

Aim of the Survey

Attitudes and requirements of (winter-) cyclists Role of information

Design Content

Evidence for future information services

„Pedal – Breath - Pedal“

Not another useless app!

Study Design

Online questionnaire (survey monkey) Closed questions, partly multiple answers

36 obligatory questions + 1 remark question 4 sections

Demographic details General mobility habits Winter cycling and safety threats Information requirements

Note: number of questions and obligation to answer = potential limiting factor!

Dissemination

Social media (Facebook, Twitter) E-Mail lists (university employees & students, Green

Campus newsletter, newsletter Land Salzburg) Print media Approx. 25,000 people reached

http://www.fertig-reisen.de/cms/upload/Fotolia_Bilder/sonstige/Pusteblume_2.jpg

Dissemination

Lesson learned (2)

Social media as optimal channel to reach communities. Response in local newspaper and social media

Survey

February 17th – March 6th

1,165 respondents, 1,069 completed (92%) February 18th: 447 responses

731 (68%) respondents from city of Salzburg

Survey

Lesson learned (3)

Community ready to share if topic is interesting and relevant to them.

Hardly any communication channel potential!

Social Media

Academia

Planners

Administration

Cyclists

Results

Primary mode of transport: bicycle (≠ modal split!) Results only representative for cyclists!

Lesson learned (4)

It‘s much easier to reach the affected community, than the general public (representative sample).

Results

Seasonal shift in number of trips Those who cycle very much in summer, still cycle a lot in

winter months etc.

Results

Relevance of weather and road conditions in mode decision

Results

Relevant information content for winter cyclists

1) Road conditions2) Snow removal

3) Weather conditions

Results

Preferred information channel

Lesson learned (5)

Investment only in online information provision – but be aware of age discrimination!

Results

Relevance of information provision for mode choice and mobility habits

Lesson learned (6)Role of information potentially overestimated. Information offers can only be additional building blocks of winter cycling promotion strategy!

Conclusion

Launching survey benefitial in several regards: Engage with affected community and relevant stake

holders „Research PR“ Relevant insights for current and future R & D work Lessons learned:

1) Ask your prospective community.2) Social media as optimal channel

to reach communities.3) Community ready to share if

topic is interesting and relevant to them.

4) It‘s much easier to reach the affected community, than the general public.

5) Investment only in online information provision

6) Role of information potentially overestimated.

@gicycle_

gicycle.wordpress.com

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Lessons learned from the winter cycling survey

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