IF YOU PROVIDE, WILL THEY RIDE? MOTIVATORS AND DETERRENTS TO SHARED MICRO-MOBILITY

Abstract

Bike share, e-bike share, and e-scooter systems (shared micro-mobility) are gaining popularity throughout the United States and internationally, but the optimal system design has not been determined. This study investigated motivators for and deterrents to the use of such systems in the Pacific Northwest by using a research framework from consumer behavior theory with secondary data, participant observations, in-depth interviews, and an on-line survey of users and non-users. The survey was administered in all cities in Washington, Oregon, and Idaho that have shared micro-mobility systems. Convenience and social good were found to be major motivators, but the strongest motivators reported were exercise and enjoyment. The strongest deterrents were weather, danger from automobile traffic, and insufficient bike lanes and paths. The latter two deterrents might be alleviated through continued improvements to infrastructure; however weather cannot be changed and neither can hills. Nevertheless, the survey suggested that those issues might be addressed by promoting the popular motivators of exercise and enjoyment. Once riders have become accustomed to using and enjoying the shared services in favorable conditions, they may be more likely to figure out ways to deal with weather and hills. Any promotional activities should be targeted to the “interested but concerned” segment of the four types of cyclists, as it represents the greatest potential for increased ridership, and should emphasize personal benefits more than social appearances.