We have identified 3 segments of potential bus users based on participants’ responses to the 19 drivers of the multiple-choice questionnaire

Flexible Commuters (28%):

• Tend to know their bus services and find using them only slightly less convenient than going by car
• Tentatively able to make use of their time on the bus (e.g. resting, communicating, reading)
• Might be receptive to promoting the bus as an environment-friendly travel option
• Have often some flexibility on when to show up for work/education
• Typically travel alone and just to one location a day
• Often prefer to cycle or walk instead of using the bus where possible
• Mostly don’t have children under 18

• Generally open to use the bus though judging it as a slightly less favourable alternative than the Flexible Commuters
• Able to make use of their time on the bus
• Less open to walking/cycling instead of going by bus
• Less likely to travel alone, often travel to more than one location a day and are usually home in the evening
• Typically caring for one or two children under 18
• Tend to have a lower household income

Working Parents (34%):

• See using the car as far more convenient, feel very dependent on owning a car, and are less informed about their local bus options
• Are very concerned about coming to work/education on time
• Usually travel to more than one location a day and are more likely to travel in the evening
• Don’t see bus fares as value for money
• Mind lack of privacy on the bus

Car Lovers (38%):

36 participants above sixty (“Bus Pass Holders”) and 15 participants older than twenty-four who cannot drive (“Bus-dependent Users”) are excluded.

Statistical cluster analysis allowed grouping survey participants into 3 market segments by searching for commonalities

in participants survey responses.

Target group

because Flexible Commuters have the most favourable attitude and lifestyle for growth in patronage