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Theory + cycling + people + data = Measurable changes in people ’ s cycling behaviour Thomas Stokell Managing Director Challenge for Change. Everyone can cycle. …even Gaz. The amazing 39 stone cyclist. Cycling is for everyone…. But how do we get more people cycling?. Today. - PowerPoint PPT Presentation
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Theory + cycling + people + data =
Measurable changes in people’s cycling behaviour
Thomas Stokell
Managing Director
Challenge for Change
1. Applying behaviour change theory
2. Case-study
3. Research with 16,000 new and existing cyclists.
Today
Survey Data - former 'non-cyclists'
3 Months post Challenge
37% now cycle at least once a week
21% now cycle regularly (2-3 days or more each week)
19% now cycle to work at least once a week
N = 1,664
Measurable change is possible
Assist people to become confident and capable commuter cyclists
Give people a positive cycling experience
Break down old perceptions. E.g. hard, scary
Greatly increases their likelihood of taking up cycling
Create new perceptions. E.g. easy and fun
More people cycling
Self Perception Theory
What people say...
“The Cycle Challenge reminded me that I can do it, and not only that, enjoy it!”
“I enjoyed it more than I thought I would, it was easier than I thought and I like
the idea of keeping fit and travelling to work at the same time.”
“Up until July of this year I hadn't rode a bike in 15 - 20 years! So I'm really pleased that I have kept to cycling 2-3 times a week ever since.”
Self-Efficacy
Our belief in our ability to achieve certain goals.
Similar to self confidence but focuses on the beliefs people hold towards one behaviour specifically.
Recreational Cycling (off road/quite roads)
Confidently and competently cycling for transport
Trial cycling for work
Cycle Skills Training
Cycling Event
Positive Cycling Experience
Self Efficacy
Online Questionnaires
Short, focussed = high response rate
Surveys at:
• Baseline• 2 weeks post Challenge• 3 months post Challenge
Evaluation Methodolgy
Data Set
57,000 participants - worldwide
16,100 UK participants
5,217 non-cyclists
32% response rate
1,666 non-cyclist respondents
• Targeted messaging – online and email
• Targeted follow-on interventions
• Further research
- including next 4%
Applications
Female Non-cyclists
Female non-cyclists at baseline
Non Occasional RegularOnce a week
or more
25-34 years
Total N=209 51% 32% 17% 29%
35-44 years
Total N=206 41% 43% 16% 34%
45-54 years
Total N=196 52% 36% 12% 27%
Female Non-cyclists
Female non-cyclists at baseline
Non Occasional RegularOnce a week
or more
25-34 years
Couple living alone n=158 50% 32% 18% 30%
Couple living with children n=51 53% 33% 14% 25%
Total N=209 51% 32% 17% 29%
35-44 years
Couple living alone n=62 40% 44% 16% 27%
Couple living with children n=144 42% 42% 16% 37%
Total N=206 41% 43% 16% 34%
45-54 years
Couple living alone n=68 50% 38% 12% 24%
Couple living with children n=128 53% 35% 12% 29%
Total N=196 52% 36% 12% 27%
Male Non-cyclists
Male non-cyclists at baseline
Non Occasional RegularOnce a week or
more
25-34 years
TotalN=105
34% 38% 28% 43%
35-44 years
TotalN=152
34% 28% 38% 51%
45-54 years
TotalN=112
31% 41% 28% 47%
Male Non-cyclists
Male non-cyclists at baseline
Non Occasional RegularOnce a week or
more
25-34 years
Couple living alonen=64
33% 44% 23% 41%
Couple living with childrenn=41
37% 29% 34% 46%
TotalN=105
34% 38% 28% 43%
35-44 years
Couple living alonen=32
31% 16% 53% 53%
Couple living with childrenn=120
34% 32% 34% 51%
TotalN=152
34% 28% 38% 51%
45-54 years
Couple living alonen=29
34% 48% 17% 52%
Couple living with childrenn=83
30% 39% 31% 46%
TotalN=112
31% 41% 28% 47%
Cycle friendliness and topography of each city that has been analysed
Cycle friendly Neither friendly nor unfriendly UnfriendlyCambridge Chichester AshfordOxford Colchester GMMilton Keynes Darlington LewesSouthampton Edinburgh Isle of Wight
Leicester Travelwise Merseyside
Hilly FlatColchester AshfordEdinburgh CambridgeGM ChichesterIsle of Wight DarlingtonLewes LeicesterTravelwise Merseyside Milton Keynes
OxfordSouthampton
Impact of hills and Infrastructure
Graph to show cycle friendliness of each Challenge site for non-cyclists at baseline who are now cycling once a week or more post-Challenge
Friendly
Graph to show non-cyclists at baseline with their current cycling behaviours, segregated by cycle friendliness
Non-cyclists at baseline who are now cycling once a week or more post-Challenge, segregated by the cycle-friendliness of their town and
gender. (M=602, F=1,039)
Graph to show non-cyclists at baseline now cycling once a week or more, segregated by site and split by topography
Graph to show non-cyclists at baseline now cycling once a week or more segregated by topography and gender (M=602, F=1,039)
Graph to show non-cyclists at baseline who are now cycling once a week or more, segregated by site and
gender
Food for thought
•Hills are not a barrier for some people.
•We can achieve measurable increases in cycling with current levels of cycling infrastructure.
• Give people a positive experience.
• Understand where people are currently at.
• Workplace Cycle Challenges work
www.challengeforchange.com
More Info
Thomas Stokell
Challenge for Change
+44 (0)79 8430 9265
www.challengeforchange.com
Give people a positive experience
Understand where people are currently at
Workplace Cycle Challenges work
Food for thought…
Pick the fruit or
shake the tree?Picking looks like…
Shaking looks like…
Targeted vs Generic? Pros and Cons
Tables to show non-cyclists at baseline who are now cycling once a week or more, segregated by topography and cycle friendliness
Topography
Non cyclists at baseline
Non (n=724) Occ (n=585) Reg (n=357)Once a week or
more (n=605)
% % % %
Hilly 47% 35% 18% 31%
Flat 43% 34% 22% 37%
Total 45% 35% 20% 34%
Non cyclists at baseline
Non Occ RegOnce a week or
more
% % % %
Friendly 39% 36% 26% 40%
Neither friendly nor unfriendly 48% 35% 17% 33%
Unfriendly 48% 35% 17% 33%
Total 43% 35% 21% 36%