Behaviour change in cycling
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Behaviour change in cycling

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Presentation by Kevin Mayne at Veloforum 2012, Yevpatoria (Ukraine)

Presentation by Kevin Mayne at Veloforum 2012, Yevpatoria (Ukraine)

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  • This work has been extensively presented at other Velo-cities and in the cycling community so I will not return to the details here – but we can show that safety in numbers is now validated with countries, over time, across borders and is almost independent of issues such as infrastructure. I should perhaps mention that our French members have reported less fatalities and more km cycled, and also UK is top of the road safety charts hence the lower numbers of cyclists but also lower fatalities (though of course as a percentage compared to other modes the UK is pretty poor). If you take these two into account the curve is even smoother.

Behaviour change in cycling Behaviour change in cycling Presentation Transcript

  • More cycling is behaviour change! Kevin Mayne Development Director ECF
  • Contents• Why behaviour change matters• Getting to “change”
  • Why behaviour change matters 3
  • Our objective• More people cycling, more often 4
  • More people, more often =• City X• 100,000 population• 200,000 daily trips – 1% mode share = 2000 trips – 1% switch to cycling • 500 people start cycling daily • 3000 people start cycling regularly – Who are these people? Where do they travel? Why? 5
  • People?
  • Purpose?Journey type Share Average Trip characteristics favouring Trip characteristics hindering of all trip (m) cycling cycling tripsCommuting 15.3% 8.6 • Routine journey enabling route to be planned • Well established routines in advance • Dress requirements, • Status considerations, • Car needed for workBusiness 3.4% 21.0 • May include regular trips between local sites • Time-bound journey at uncertain times and to unfamiliar destinations • Dress requirements • Status considerationsEducation 6.6% 3.2 • Routine journey enabling route to be planned • Need for adults to escort very young in advance children • Strong demand among young people • Perception of road traffic dangerEscort to 4.6% 2.5 • As above • Need for trip-chaining among parents oneducation the way to workOther escort 8.0% 5.0 • Need for person escorted to cycleShopping 21.0% 4.4 • Many shopping trips still light and local e.g. • Increasing reliance on weekly supermarket newsagents, store • Need to carry heavy loadsPersonal 10.3% 4.6 • Destinations (e.g. hairdressers, dentists/ • May be unfamiliar, time-constrained tripsbusiness doctors) tend to be localVisiting 17.5% 8.3 • Leisure trip with few time constraints, mostly to • More likely to involve group travelfriends/family well-known destinationsSport / 6.1% 7.4 • Leisure trip with few time constraints • More likely to involve group travelentertainment • May be for personal health/fitnessHoliday / day 7.2% 12.5 • Strong appeal of recreational cycling • Less routine trip to unfamiliar destinationstrip/ other • Opportunity to cycle at destinations 7
  • 10,000 Place?Middle class University homes School 3000 1000 students pupils School Business 1000 district pupils 10,000 jobsPopular Station park 5,000 School users 1000 8
  • How to find out? 9
  • Cycling behaviour change lesson 1• More people cycling, more often means knowing which trips we will change: – People – Purpose – Place 10
  • Other useful knowledge• Critical mass effect• Attitudes to cycling• Tipping point• Safety in numbers effect 11
  • Critical mass effect• The point at which cycling is not “unusual” – I know someone who cycles – People like me cycle – My family cycles – Cyclists are not weird, crazy, mad or dead 12
  • Critical Mass = Tipping point 14
  • 15
  • Our behaviour change picture is building 16
  • Behaviour change lesson 2• We invest • Increased potential – In specific people for critical mass – In a place • Reach a tipping point – For a trip purpose quickly• Get a 1% mode share – Realistic prospect of change change – 5% mode share in one – Increased potential for place more effective safety in numbers than 1% mode share – Return on investment everywhere – financial and political 17
  • Now to change!• You have selected – People – Purpose (s) – Place (s) 18
  • Prepare• Routes• Environment• Infrastructure• Cycle parking & storage• Test & hire bicycles• Human resources – leaders, trainers, mechanics, events 19
  • Behaviour change – make the incentives outweigh the barriersIncentives Barriers Status Fear Money Isolation Sex Ridicule Health Cost Time Time
  • Thinking about cycling? ExerciseSchool Travel 2009
  • Parents onlySchool Travel 2009
  • Kids onlySchool Travel 2009
  • Teenagers onlySchool Travel 2009
  • Cycling PromoterSchool Travel 2009
  • Type s of Bike Club a ctivity Training, off-road, BMX, expedition, maintenance, etc. Examples with photosSchool Travel 2009
  • Proven successes• “Bike to” campaigns: – Work • Sample/try out – School • Training – Station • Women only• Champions/leaders • Medical referral – School • Ciclovia/car free days – Community – Workplace • Holiday schemes• Community/work/school • Public bike share/ hire – Competition /lend – Challenge – Volunteering 57
  • Behaviour change: Timing• Triggers for change: – New job/school – Higher education start & end – Social situations/group events – Illness/poor health – Financial crisis – Relationship change – Holiday 58
  • Time to change!• The right interventions• For the right audience• At the right time 59
  • Summary• Behaviour change is the science of human change• It is the science that should guide every cycling strategy, plan and intervention – People – Purpose – Place• More people cycling more often
  • Thank you for your attention! For more information k.mayne@ecf.com www.ecf.com