Southern California Walking/Biking Research And Creative Evaluation Quantitative Research Topline Report December 7, 2015
Background & Objectives The Southern California Association of Governments (SCAG) has launched the Go Human campaign to promote traffic safety and encourage more people to walk and bike in Southern California. SCAG and their creative partner Sherry Matthews wanted to understand current walking and biking behaviors, barriers and motivators to walking and biking, as well as measure current awareness of pedestrian and bicycling safety laws among residents of the Southern California region. Additional research objectives included measuring awareness and evaluating creative for a new safety campaign. 2
Research Design Methodology A 15-minute online survey was be conducted among resident drivers in the 6-county, Southern California area. The questionnaire was developed in consultation with Sherry Matthews and SCAG. After screening, participants were first asked their barriers and motivations when considering biking/walking to a specific destination or for exercise. Participants were exposed to four campaign creative pieces and asked their reaction in terms of awareness, motivational impact and relevance. Other demographic and behavioral questions were be also asked. All surveys were conducted via Decision Analyst s secure web server. 3
Sampling The sampling universe was composed of resident drivers in a 6-county area. Specific screening criteria included: Adults, aged 25-54 years Licensed drivers who own/drive an automobile Able to walk ½ mile (5 blocks) A total of 615 completed interviews were collected. San Bernardino (n=68) Ventura (n=33) Los Angeles (n=309) Orange (n=124) Riverside (n=70) Imperial (n=11) 4
Walking & Biking Behaviors & Attitudes 5
Travel Methods Around Community Ever Used and Most-Often Methods Over half of participants indicated they walk in their community at least occasionally. One in five ride a bicycle. Travel Methods Most-Often Travel Method Car 96% Car 88% Walk 56% Bicycle 20% Walk Higher in LA (13%) Public transit 1 Higher in LA (20%) and Ventura (21%) Shared vehicle 6% Public transit 2% Motorcycle/Scooter 2% Other <1% Bicycle 1% Base: Total Respondents (n=615) Q2) How do you travel around your community, at least occasionally? (Multiple-Response) Q3) Please select the most often, 2 nd most often, and 3 rd most often ways you travel around your community. 6
Walking Destinations Of those who walk to destinations, at least occasionally, grocery/convenience stores and parks/recreation areas are the most popular destinations. There is some deviation by county, with LA residents walking to grocery/convenience store locations more often. Grocery or convenience store Park or sports/rec. area 53% 5 Highest in LA (62%) Highest in Riverside/Imperial (63%) Friend's, family's, or neighbor's house Retail store or shopping mall/area 3 42% Lower in Ventura (23%) & Riverside/Imperial (2) School Work 12% Other Base: Walk For Transportation (n=527) Q5) To which locations are you most likely to walk (walking as primary mode or main leg of your trip)? (Multiple-Response) 7
Walking Improvements Improved sidewalks, better street lighting, and safer crossings/improved intersections were cited most often as suggested improvements to make the neighborhood better for walking. Lower vehicle speeds were mentioned by close to one in four participants much less frequently than improvement aspects. Improved sidewalks 21% 12% 13% 4 Better street lighting 1 1 13% 4 Safer crossings/improved intersections 14% 1 12% 41% More shade trees and green space 10% 11% 10% 31% Better policing/more patrols 2 More popular destinations 8% 10% 10% 2 Lower vehicle speeds More public space/parks 6% 23% 22% Those who don t walk were more likely to select better street lighting as a 1 st priority compared to those who do walk. Open street events 4% 1 More bike lanes 3% 4% 8% Art 3% 10% 1st Priority 2nd Priority 3rd Priority Base: Total Respondents (n=615) Q7) What are the top three things that would make your neighborhood and community better for walking? 8
Barriers To Walking More Distance and time were cited as the biggest barriers to walking more. About a third also mentioned unsafe drivers, a fairly large portion, which indicates a need for messaging and communication around safe driving. Distances are too far/ Places are too spread out 40% Time 36% Higher in Orange (4) Concerned about unsafe drivers 32% Concerned about crime 28% Lower in Ventura (12%) I just don t think about it much 16% Other 6% Base: Total Respondents (n=615) Q8) What keeps you from walking more in your community or neighborhood? 9
Walking Motivation Levels Overwhelmingly, exercise and improving health are seen as the biggest motivators to walking somewhere instead of driving. Highlighting these benefits in messaging is strongly recommended. There was some deviation by county on these aspects, with LA county residents motivated more by traffic, parking, and air quality benefits. Exercise/Improving health 5 2 11% 2% 1% Saving money on gas 3 28% 22% 8% For fun, recreation, enjoyment 3 36% 20% 6% 3% Avoiding the hassle of traffic Avoiding the hassle of parking Improving air quality 31% 28% 28% 28% 2 10% 12% 6% 8% 8% Traffic, parking, and improving air quality appear to be relatively more motivating to LA county residents. Connecting w/ friends and the neighborhood 20% 2 28% 13% 12% Extremely Motivating-5 4 3 2 Not At All Motivating-1 Base: Total Respondents (n=615) Q9) How motivating is each of these when considering walking to a destination instead of driving? 10
Biking Destinations Among those riding a bike at least occasionally, parks/recreation areas, someone s house, and grocery/convenience stores were mentioned most often as destinations. Park or sports/rec. area 6 Friend's, family's, or neighbor's house Grocery or convenience store 51% 5 Higher in Orange (66%) Retail store or shopping mall/area 30% Highest in LA (33%) and San Bernardino (3 Work School 21% No mentions in San Bernardino Other 6% Base: Ride Bike For Transportation (n=272) Q12) To which locations are you most likely to bike? 11
Biking Improvements More residents in all counties selected protected bike lanes as the top priority than any other improvement. More bike lanes and connection to bike paths are strong second and third priorities, especially in Riverside/Imperial counties. Protected bike lanes 33% 1 13% 51% More bike lanes 18% 1 13% 30% Connection to a bicycle path 13% 1 13% 21% Lower vehicle speed 8% 10% 1 Traffic enforcement Bicyclist education Driver education 4% 10% 10% 11% 6% 11% 8% No large differences in top priority among those who travel by bike and those who don t. Bicycle parking 4% 8% 8% 8% Open street events 4% 4% Bike share 4% 4% Group rides 2% 4% 2% 1st Priority 2nd Priority 3rd Priority Base: Total Respondents (n=615) Q14) What are the top three things that would make your neighborhood and community better for biking? 12
Barriers To Biking More Not surprisingly, unsafe drivers are a barrier to biking among more people (46%) compared to walking (32%). This was the top-rated concern for biking by a wide margin. Concerned about unsafe drivers 46% Higher in LA (52%) and lower in Ventura (2) Time Distances are too far/ Places are too spread out 23% 28% I just don t think about it much 20% Concerned about crime 1 Other 16% Base: Total Respondents (n=615) Q15) What keeps you from biking more in your community or neighborhood? 13
Biking Motivation Levels As with walking, exercise and improving health is the top motivator for biking to a destination instead of driving, and should be highlighted in messaging. Saving money on gas and fun, recreation, enjoyment are also key motivators to bike more. Exercise/Improving health 48% 34% 11% 3% Saving money on gas 40% 18% 8% For fun, recreation, enjoyment 36% 36% 18% 4% 6% Improving air quality 2 24% 10% 10% Avoiding the hassle of traffic 32% 22% 11% Avoiding the hassle of parking 24% 30% 24% 13% Connecting with friends and the neighborhood 1 2 30% 13% 16% Extremely Motivating-5 4 3 2 Not At All Motivating-1 Base: Total Respondents (n=615) Q16) How motivating is each of these when considering biking to a destination instead of driving? 14
Funding Support Close to 8 in 10 Southern Californians would support more funding to make it easier to walk or bike. This was higher among those currently walking and biking to destinations, as well as those who have seen one of the ads recently. Would support additional funding on improvements that make it easier and safer to walk or bike No, 21% Yes, 7 Support skews higher among walkers, bikers, and those who have seen any of the ads. Base: Total Respondents (n=615) Q18) Would you support additional funding to be spent on improvements in your community that make it easier and safer to walk or bike? 15
Pedestrian & Bike Safety Law Awareness 16
Pedestrian/Bicyclist Statement Agreement Pedestrian safety is perceived as better than bicycle safety. There are higher levels of agreement on pedestrians knowing the laws, it being a safe activity, and obeying the laws. Less than half agree that pedestrians, bicyclists, and drivers obey the safety laws, even though the laws aren t seen as particularly confusing. Agree I know the laws regarding pedestrian safety 33% 44% 1 6% 2% 7 I know the laws regarding bicycle safety 24% 40% 20% 12% 64% Walking is relatively safe in my community 43% 1 10% 2% 6 Riding a bicycle is relatively safe in community 1 3 24% 18% 4% 54% Pedestrians generally obey pedestrian safety laws 11% 38% 22% 22% 4 Bicyclists generally obey bicycle safety laws 3 20% 2 11% 44% Drivers generally obey laws to keep pedestrians safe 10% 3 22% 24% 46% Drivers generally obey laws to keep bicyclists safe 2 2 2 3 Pedestrian and bicycle laws are confusing 1 2 24% 24% Completely Agree Somewhat Agree Neither Somewhat Disagree Complete Disagree Base: Total Respondents (n=615) Q19) How much do you agree or disagree with each of these statements? 17
Specific Law Awareness About 1 in 5 are not aware of several of the laws. Walkers and bikers generally had higher stated awareness of the laws than non-walkers and non-bikers. Vehicle drivers must yield to pedestrians in marked and unmarked crosswalks 88% 10% 3% Bicyclists have the same rights and responsibilities as motor vehicle drivers 70% 22% Drivers must allow 3 feet when passing a bicyclist 60% 23% 1 Every intersection is a crosswalk, even if the crosswalk is not marked 54% 2 21% Whenever a lane is too narrow for a bicycle and vehicle to safely share the lane, the bicycle may use the full lane 52% 23% Aware Somewhat Aware Not Aware Base: Total Respondents (n=615) Q20) How aware are you of the following laws? 18
Ad Evaluation 19
General Ad Awareness Of Topic On a general, unaided basis, few participants recalled advertising around pedestrian, driver, or bicyclist safety. However, almost a quarter recalled news stories indicating a fair amount of general topic awareness. Yes, advertising 6% Higher ad awareness among bicyclists Yes, news stories 23% No, neither 60% Highest in Riverside/Imperial Not sure 13% Base: Total (n=615) Q21) In the past 3 months or so, have you seen or heard any advertising or news stories that talk about pedestrian, driver, or bicyclist safety? 20
Aided Ad Awareness When shown the ads, just under 1 in 5 residents had seen any of the ads. Overall awareness was highest in LA county and lowest in Orange county. 18% Aware of any 10% 10% Ad 1 Ad 2 Ad 3 Ad 4 Base: Total (n=615) Q24, Q24a, Q24b, Q24c) Have you seen this ad before today? 21
Motivation Rating Of Ads The most motivating ad is the watch for pedestrian ad. Go with the flow is somewhat less motivating than the others, likely due to the lower incidence of bicyclists. Extremely motivating Very motivating 21% 33% 54% 18% 4 18% 46% 16% 41% 2 28% 2 Somewhat motivating 34% 3 34% 40% Not very motivating 11% 1 1 Not at all motivating 3% Base: Total (n=615) Q27) How motivating do you think this ad is for drivers to be more cautious? Q27A) How motivating do you think this ad is for drivers to be more cautious? Q27B) How motivating do you think this ad is for people walking to be more cautious? Q27C) How motivating do you think this ad is for bicyclists to be more cautious? 22
Relevance Rating Of Ads The two pedestrian-focused ads are seen as more relevant than the biking signs. Extremely relevant Very relevant 28% 3 63% 21% 4 24% 56% 1 43% 28% 32% 24% Somewhat relevant 30% 28% Not very relevant 8% 14% 11% 20% Not at all relevant 3% 11% Base: Total (n=615) Q28, Q28a, Q28b, Q28c) How relevant is this ad's message to you, personally? 23