Synthesis of Information Related to Transit Practices. Topic SB-35. Customer Education and Awareness of On-Demand Mobility

Transit agencies engaging in pilots or continuing on-demand mobility services have frequently cited challenges in slow adoption of their new services. Reasons for slow adoption and low ridership can include customer unawareness about the service, unfamiliarity on how to use the new service compared to traditional transit, safety concerns about non-bus drivers (for services with transportation network companies or TNCs or microtransit services), or discomfort in using newer technologies. Slow adoption can lead to lower-than-estimated ridership and cause services to under-perform operationally and financially. Previous research on transit agency partnerships with TNCs or microtransit services shows that agencies should have a robust marketing and outreach campaign to make targeted ridership groups are aware of the service and understand how to use it (Feigon and Murphy, 2016). Transit agencies need the ability to effectively market new on-demand services and provide tools to educate customers about how to use the service in order to facilitate greater awareness and service utilization. This synthesis will document current practices in how on-demand services with transit agencies are marketed to various rider groups, with a particular focus on outreach to persons with disabilities, older adults, and marginalized populations. Information To Be Gathered will include specific items as determined by the panel during the first panel meeting. These might include (among others): (1) Examine the state of the industry in transit agencies with on-demand pilots or services engage in customer outreach and marketing. (2) Learn how transit agencies may assess the effectiveness of outreach through metrics or other determining factors.


  • English


  • Status: Active
  • Funding: $45000
  • Contract Numbers:

    Project J-07, Topic SB-35

  • Sponsor Organizations:

    Transit Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC    20001

    Federal Transit Administration

    1200 New Jersey Avenue, SE
    Washington, DC  United States  20590
  • Project Managers:

    Garcia-Colberg, Mariela

  • Performing Organizations:

    Texas A&M Transportation Institute

    Texas A&M University System
    3135 TAMU
    College Station, TX  United States  77843-3135
  • Principal Investigators:

    Hansen, Todd

  • Start Date: 20211201
  • Expected Completion Date: 20230609
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01773422
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project J-07, Topic SB-35
  • Files: TRB, RIP
  • Created Date: May 28 2021 7:20PM