30,000 4 - 19 20,000 2 - 3 wsf customer and household ...leg.wa.gov/jtc/documents/studies/fare...
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DISCUSSION DRAFT October 12, 2011
WSF CUSTOMER AND HOUSEHOLD DEMOGRAPHICS DRAFT: October 12, 2011
CUSTOMER INFORMATION
This analysis uses the trip frequency and demographic data in WSTC 2008 winter and summer onboard
surveys. There were over 5,400 responses to the winter survey (conducted in March 2008) and over 7,500
responses to the summer survey (conducted in July 2008).
Frequency of Travel
Exhibit 1
Frequency of Travel by Route – Number of Total Customers (2008)
Even on routes with a higher number of commuters, infrequent riders make up a large proportion of the
customer base. On Bainbridge, Approximately 50% of customers take 3 round trips per month or less.
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
20 +
4 - 19
2 - 3
1 or less
Number of Round Trips per Month
JTC WSF Fare Media Study WSF Customer Demographics
October 12, 2011 DISCUSSION DRAFT Page 2
Exhibit 2
Frequency of Travel by Route – Proportion of Total Customers (2008)
Exhibit 3
Frequency of Travel by Route – Proportion of Total Trips (2008)
Although infrequent riders make up a large portion of customers on many routes, they account for a
small portion of the trips. On Edmonds-Kingston, for example, infrequent customers account for 63% of
the total customers but only 16% of the average monthly tips.
32% 30%
42%
25% 29%23% 27%
69% 71%
17%15%
21%
16% 11% 23% 16%
18%20%
28%
25%
23%
36% 38%
37%38%
10%8%
23%30%
14%23% 22%
17% 19%
3% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20 or more
4 - 19
2 - 3
1 or less
Number of Round Trips per Month
3% 3% 6% 5% 3% 3% 2%
27% 30%
6% 4%
10% 10%6% 5% 4%
26%
34%
41%
35%
44% 49%52%
35%
54%
29%
30%50%
59%
39% 37% 38%
57%
41%
18%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20 or more
4 - 19
2 - 3
1 or less
Number of Round Trips per Month
JTC WSF Fare Media Study WSF Customer Demographics
October 12, 2011 DISCUSSION DRAFT Page 3
Trip Purpose
Exhibit 4 TRIP PURPOSE: Proportion of Customers by Route and Frequency of Travel (2008)
Infrequent Customers (0 – 3 Round Trips per Month)
Moderately Frequent Customers (4 – 19 Round Trips per Month)
Daily Commuters (20+ Round Trips per Month)
Of the customers who travel an
average of 4 – 19 round trips
per month, approximately half
cite a commute as their trip
purpose. This is less frequent
than 5 days per week and
might indicate a greater
proportion of customers who
telecommute or work part time
schedules.
On Port Townsend-Coupeville,
and Anacortes-San Juan
Islands, a significant portion of
customers who travel daily do
so for reasons other than work.
4% 5% 3%11%
4% 3% 2% 1%
31% 27%22%
46%
20% 28%31%
18%31%
32%25%
20%
15%
23%
44%20%
24%
37%
21%
21% 42%
17%
36%
25%
36%
34%
21%
13%20%
13% 11% 16%3%
11%21%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Other
Social
Personal/ Shopping
Recreation
Commute Trips
n= 691 259 590 46 94 32 419 94 312
46%60%
41% 47%54%
41%26% 27% 32%
25%
21%
23%25%
19%31%
40%
15%
29%
6%
4%
5%
9%
4%
8%
5%
9%8%
16%4% 16%
9% 17%
15%
26%
14% 8%15% 15% 10%
19% 13%
35%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Other
Social
Personal/ Shopping
Recreation
Commute Trips
n= 431 131 265 100 105 32 378 26 38
94% 96%86%
95% 90% 91%85%
71%
4%7%
33%
4%2%
29%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Other
Social
Personal/ Shopping
Recreation
Commute Trips
n= 443 233 211 95 62 23 188 14 9
JTC WSF Fare Media Study WSF Customer Demographics
October 12, 2011 DISCUSSION DRAFT Page 4
Mode of Travel
Exhibit 5 MODE OF TRAVEL: Proportion of Customers by Route and Frequency of Travel (2008)
Infrequent Customers (0 – 3 Round Trips per Month)
Moderately Frequent Customers (4 – 19 Round Trips per Month)
Daily Commuters (20+ Round Trips per Month)
As frequency of travel increases,
there is a greater likelihood that
customers will walk on
Amongst daily commuter
customers, Bainbridge,
Bremerton, and Port Townsend
have the highest proportion of
walk-on customers
Customers who travel an
average of 4 – 19 round trips per
month are more likely to drive
their vehicles on than both
infrequent customers and daily
commuters.
The share of daily commuters
that walk on is high, even on
routes that are typically thought
of as more vehicle-centric (i.e.
Mukilteo, Pt. Defiance,
Southworth, Vashon, and
Edmonds)
31% 30%44%
54% 48% 52%46% 47% 46%
33%
15%
30% 8% 20%
40%
35%43%
33%
37%
55%
26%38%
32%
8%19%
10%21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Walk-on
Vehicle Passenger
Vehicle Driver
n= 653 253 532 39 66 25 380 89 285
36% 33%
58%66% 63%
70%
51% 46% 49%
16%
4%
18%12%
8%
19%
30%
19%3%
48%
64%
24% 22%29%
11%19%
35%49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Walk-on
Vehicle Passenger
Vehicle Driver
n= 414 137 251 86 89 27 348 26 35
20% 16%
43% 45% 39%48% 51%
15%25%
9%
3%
18% 11%
6%
13% 11%
23%
75%70%81%
39% 45%56%
39% 39%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Walk-on
Vehicle Passenger
Vehicle Driver
n= 434 230 195 74 54 23 176 13 8
JTC WSF Fare Media Study WSF Customer Demographics
October 12, 2011 DISCUSSION DRAFT Page 5
FERRY RIDING HOUSEHOLDS
In September 2011, the Commission did a quick poll of a subset of the Ferry Riders Opinion Group (FROG)
panel to test possible questions and responses around household use of the ferry system. The following
analysis is based on 273 responses to that poll.
Exhibit 6
Number of Ferry Riders per Household
27% of respondents said
there was only 1 person in
the household who rides
ferries
51% of respondents said
there were 2 people in the
household who ride ferries
22% of respondents said
there were 3 or more
people in the household
who ride ferries
Exhibit 7
Frequency of Travel by Household Member (Trips per Month)
Most households that
responded have only one
very frequent ferry rider (15
round trips per month or
more).
5% of the households have
2 very frequent ferry riders;
2% of households have 3
very frequent riders.
27%
51%
11%
6%4%
Only 1 Ferry Rider
2 Ferry Riders
3 Ferry Riders
4 Ferry Riders
5 or More Ferry Riders
29%
5% 2%
43%
41%37%
28%
10%
20%
38%
33%
36%
30%
9%15%
27%36%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PrimaryRider
2ndPerson
3rdPerson
4thPerson
5thPerson
1 Roundtrip or less
2 - 3 Roundtrips
4 - 15 Roundtrips
More than 15 Roundtrips
JTC WSF Fare Media Study WSF Customer Demographics
October 12, 2011 DISCUSSION DRAFT Page 6
Exhibit 8
Number of Fare Products Used by Household
The poll asked about the following 8 fare products: (1) passenger full fare tickets, (2) passenger
youth discount tickets, (3) passenger senior discount tickets, (4) passenger multi-ride cards, (5)
passenger monthly passes, (6) vehicle full fare tickets, (7) vehicle senior discount tickets, and (8)
vehicle multi-ride cards.
73% percent of households responding to the poll use one or 2 fare products, with those using two
typically citing a passenger and vehicle product.
27% percent of households use 3 or more different fare products, with 7% responding that they use
eight different fare products in a month.
When the fare products used are analyzed by the household member who uses them, it shows that
the primary riders are more likely to use products that include discounts for frequency of travel
(multi-ride cards and passes). 83% of the trips taken by the primary riders used these products.
The 3rd and 4th ferry riders in a household are more likely to use passenger fare products, particularly
youth passenger tickets.
32%
41%
13%
5%
7%
1
2
3
4
5
6
7
8
Number of Fare Products Used Per Household