The Gap Between Intentions and Actions: Improving Public Transport Ticketing
Effortless transit: strategies for streamlining ticket acquisition
Unveiling the discrepancies between what individuals say they'll do and what they actually do in terms of purchasing public transport tickets was the objective of the MobiObserver survey. The survey aimed to shed light on the preferences and habits of public transport users, especially when it comes to ticket purchasing methods, and to determine the distinctness of these trends compared to other sectors. It also aimed to assess the level of awareness and usage of various channels for ticket purchases, to pinpoint critical moments in a traveler's journey, and to discover ways to improve the process.
Inclusion of individuals eligible for reduced fares was essential, as employer and social aid schemes help facilitate their use of public transport.
Our findings indicate that these aforementioned forms of aid are widely recognized by public transport users and potentially eligible individuals. However, while benefiting from employer aids appears relatively straightforward for active subscribers, the procedures for some eligible individuals regarding social aids (such as young people, seniors, and those meeting specific social criteria) can sometimes serve as obstacles in purchasing tickets. This group might encounter a complex and challenging customer journey, with steps deemed difficult or overly restrictive.
The MobiObserver survey ultimately refines ticketing data with the sentiments of travelers as they navigate their purchasing journey, identifies elements that either facilitate or hinder it, and measures their impact on public transport usage. This information enables the development of user-centered action plans and the optimization of ticket purchasing solutions.
Delving Deeper into the MobiObserver Survey
Download our brochure
Contents at a Glance
- Evolving the digital landscape for purchasing transport tickets
- Streamlining the ticket acquisition process
- Enhancing digital options
- Raising awareness of public transport aids (employer and social aids)
- Enhancing the customer journey for eligible individuals
- Transdev's commitment to simplifying the acquisition of transport tickets
Insights
While specific details about the MobiObserver Survey aren't explicitly referred to in our search results, observations regarding improvement levers and challenges in public transport ticketing practices can be gleaned from industry best practices and recurring themes in public transport access and digital payment systems.
Implementation Strategies
- Data-Driven Decisions: Offering a variety of digital payment options, such as credit or debit cards on mobile apps or onboard buses, heightens convenience and accessibility [4].
- Convenience and Utility: Multiple points of ticket purchase, such as kiosks, mobile apps, and onboard payment systems, diminish wait times and enhance user experience [4].
- Users at the Forefront: Providing information and instructions in several languages assists diverse populations in overcoming language barriers.
- Timely Information: Real-time updates and explicit signage regarding ticketing options and prices empower users to make educated decisions [4].
- Integration and Simplicity: By incorporating ticket purchases into user-friendly smartphone apps, the ticket-buying process is simplified, helping reduce the need for cash.
Potential Obstacles
- Digital Dichotomy: Not all eligible individuals will have access to smartphones or digital payment methods, limiting their options for convenient ticket purchasing [4].
- Cash Reliance: Dependence on cash-only payments can pose a barrier, particularly in instances where onboard options are unavailable or unreliable [4].
- Communication Gaps: A lack of clear, easily understandable information in local languages can create confusion for users [4].
- Technical Hurdles: Problems with mobile apps, ticket vending machines, or onboard payment systems can generate frustration and delay users [4].
- Access Barriers: Physical or virtual accessibility obstacles, such as a lack of ramps or non-intuitive app interfaces, can make it difficult for some individuals to purchase tickets independently.
Synthesis
These themes represent commonly recognized factors shaping public transport ticket purchasing, and would likely align with survey-based insights such as those presented within the MobiObserver context.
| Improvement Strategy | Challenges and Barriers ||----------------------------|-------------------------|| Diverse digital payment options | Digital divide || Multiple purchase points | Cash dependence || Multilingual support | Language and information gaps || Reliable real-time information | Technical issues || Integration with smartphone apps | Accessibility barriers |
- The utilization of diverse digital payment options, such as credit or debit cards on mobile apps or onboard buses, can heighten convenience and accessibility for public transport users, but it also highlights the digital divide, as not all eligible individuals may have access to these technologies.
- Offering multiple points of ticket purchase, such as kiosks, mobile apps, and onboard payment systems, can diminish wait times and enhance user experience, but it might still present challenges for specific groups, like those who rely on cash-only payments or face language barriers, or encounter technical issues or accessibility barriers.
