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Examining market segmentation to increase bike-share use and enhance equity: The case of the greater Sacramento region

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  • Mohiuddin, Hossain
  • Fitch-Polse, Dillon T.
  • Handy, Susan L.

Abstract

As bike-share systems proliferate across the US, a deeper understanding of current bike-share users could enable an expansion of these services and their benefits to a larger population. To grow bike-share demand sustainably and equitably, cities must understand how different segments of the population use this service. Understanding the different segments within a market enable operators to develop strategies that are tailored toward the needs of each segment. This study uses data from bike-share user surveys in the Sacramento region to perform market segmentation based on perceptions of the bike-share service, mode use patterns, and bike-share use. We focus on the market segments with more limited means of transportation: low-income individuals, zero-car households, students, and transit and car-share users. The results show that individuals with low incomes, those without cars, and students use the service frequently for commuting and a variety of non-commuting purposes. Bike-share is generally adopted by all mode user groups but is used at a higher rate by the super multimodal and active multimodal groups. The occasional users of the bike-share service are mainly those with higher incomes and individuals who have access to a personal car. The segments consisting of non- and infrequent-personal bike users use the bike-share service at a greater rate for different purposes than regular bicyclists, suggesting that bike-share may act as a lever for increasing bike travel for some users. Results from data mining suggest that bike-share operators should target low-income and zero-car owners for new recruitment as these groups are more likely to use bike-share frequently. The results provide insights that may be helpful to cities as they consider strategies to increase bike-share demand in a way that enhances social equity.

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  • Mohiuddin, Hossain & Fitch-Polse, Dillon T. & Handy, Susan L., 2024. "Examining market segmentation to increase bike-share use and enhance equity: The case of the greater Sacramento region," Transport Policy, Elsevier, vol. 145(C), pages 279-290.
    • Handle: RePEc:eee:trapol:v:145:y:2024:i:c:p:279-290
    DOI: 10.1016/j.tranpol.2023.10.021
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