Giovanni Circella, Kailai Wang
In this study we will develop an understanding of the market adoption of micromobility services. Specifically, we will examine in six aspects of micromobility adoptions: 1) What are the socio-economic and other characteristics of current micromobility users, as a subset of the general population? (e.g., can we identify micromobility users according to socio-demographic or other characteristics)? 2) Are we able to identify any changes in the characteristics of user groups over time, such as innovators, early adopters, later adopters, laggards, "superusers," etc.? 3) What factors influence the initial acquisition of micromobility technology or first-time use? 4) What factors influence micromobility use as a mode choice (e.g., journey purpose, level of encumbrance, departure time, environmental, etc.)? 5) Are we able to develop an empirically derived typology of micromobility users based on their characteristics (e.g., demographic, behavioral, psychographic, and geographic characteristics) and their motivation to acquire micromobility technology? 6) What policies or actions (e.g., use of positive incentives, tailored incentives, marketing methods, or communication strategies) can nudge and encourage the use of micromobility, according to different population segments and their starting position on the behavioral change model? This study will focus on research questions 1-5 and begin exploration of question 6, which is a larger topic for further research. There are benefits in keeping #6 at the periphery, so that we can define appropriate design, data collection, and modelling/analysis plan to eventually support #6.
This project is a collaboration with NUMO and the World Resources Institute