Citizens and mobility in Barcelona

CURRENT SITUATION AND
FUTURE PROSPECTS
CITIZENS AND
IN BARCELONA

Created by:
With the contribution of:
Authors : Charlotte Bouchet, Martí Jofre, Víctor Moyano, Sergi Paniagua and Alba Riera
Advisor: Josep Sala

1
Contents
02 Preface
03 Objectives
04 Current situation:
figures and citizens’ perception
Figures on daily mobility
The arrival of new mobility services
Measures to restrict traffic in Barcelona
Businesses and employees’ mobility
Citizens’ profiles
14 Future prospects
The tie between users and vehicles persists
New mobility services: a complement to
public transport?
What impact could restrictions on the
private vehicle have?
The role of businesses in resolving mobility issues
22 Key learnings
24 Methodology
Acknowledgements

2 Creafutur 2017
Citizens and mobility in Barcelona
Current situation and future prospects
We are all aware that we are standing at the threshold of an important change in the
way we move in our cities. The serious problems related to pollution and congestion
that affect the major European cities (including Barcelona) have led public authorities
to take measures to favour sustainable mobility.
Such measures are expected to continue during the next few years and, in particular,
measures taken to limit the impact of road traffic 1
. Passenger transport in the
Metropolitan Area of Barcelona (whether by private vehicle or public transport) is
responsible for 62% of CO2
emissions generated by road traffic. In fact, last February,
the European Commission issued an ultimatum to Spain due to its continuous
failure to comply with atmospheric pollution limits in Madrid and Barcelona and
its metropolitan area. The community executive warned Spain that the measures
implemented so far are insufficient, and that a much greater effort is needed on
a local, regional and national level to comply with the obligations set by the EU
legislation and to protect public health.
On the other hand, the mass use of smartphones and connected devices has given
rise to the development of a series of shared mobility services. Such new services
offer an alternative to the mobility pattern consolidated in recent decades, based on
private vehicles (mainly cars) and public transport.
In view of the above context, the present study aims to analyse the extent to
which citizens’ attitudes and behaviour will evolve in the future in relation to their
everyday trips in Barcelona and its metropolitan area. Three change factors have
been analysed: new shared mobility services; the imposing of measures by public
authorities to limit the number of cars; and the role of businesses in relation to the
mobility of their employees.
The study was conducted by Creafutur Foundation and funded and co-created by
11 private and public entities: Abertis Foundation, Barcelona City Council, Barcelona
Metropolitan Area (AMB), Metropolitan Transport Authority (ATM), Municipal
Services of Barcelona (BSM), Clear Channel, Ferrocarrils de la Generalitat de
Catalunya (FGC), SABA, RACC, Repsol and SEAT.
Preface
1
Source: “Seguiment de l’evolució de la mobilitat i les emissions de gasos d’efecte hivernacle i contaminants
a la Regió Metropolitana de Barcelona el 2014” (“Monitoring of the evolution of mobility and the pollutant
greenhouse gas emission effect in the Metropolitan Area of Barcelona in 2014”), ATM (July 2016)

3
The main objective of the study was to analyse the extent to which attitudes and
behaviour of citizens will evolve in the future in relation to their everyday trips on
weekdays. More specifically, the study objectives were the following:
1. To segment citizens according to their attitudes and perceptions regarding
mobility, technology and sustainability.
2. To identify and quantify the key indicators that define the mobility pattern
and behaviour of each citizen.
3. To evaluate the expectations related to changes in behaviour in each
segment by responding to the following questions:
How will the private ownership of vehicles evolve?
How interested are they in new shared mobility services?
What influence can dissuasive measures on the use of private vehicles
have? For instance, restrictions on more contaminating vehicles in the
event of episodes of environmental pollution.
What impact can teleworking and other measures implemented by
businesses have on their working day mobility?
The study focused on analysing mobility on weekdays in the metropolitan area and
its evolution over the next 10-15 years. Its scope of analysis does not include the
impact of autonomous vehicles on our cities, as the experts interviewed consider
their mass implementation extremely unlikely within these terms.
Objectives

4 Creafutur 2017

5
Current situation :
figures and citizens’ perception
Following the worst years of the economic
crash, the use of all means of transport has
recovered: the use of bicycles and public
transport has grown at a fast pace, the latter
reachingrecordnumbers,andtheuseofprivate
vehicles is also growing again. This situation
combines with the appearance of new mobility
services that can serve as a complement
to current transport alternatives and the
implementationofmeasurestorestricttheuse
of private vehicles in the city. In front of this
picture, we have observed different attitudinal
profiles among citizens in terms of their vision
of mobility and their mobility behaviour.

6 Creafutur 2017
2
Source: “Dades bàsiques de mobilitat 2015” (“Basic mobility data 2015”, Barcelona City Council)
3
Source: IDESCAT (2016) - City of Barcelona
4
Source: Barcelona City Council Statistics Department
EVOLUTION OF THE NUMBER OF STAGES OF
TRIPS WITHIN THE CITY OF BARCELONA AND IN
CONNECTION WITH OTHER MUNICIPALITIES
2
Almost 5 million trips are made within the city of Barcelona every day, most of them
on foot or bicycle (56%), 30% on public transport and 14% on private transport.
Connection trips (from or to other municipalities of the metropolitan area) stands
at 1.83 million. Of these, private transport becomes much more relevant than within
the premises of the city, reaching 47% of all trips, but public transport still accounts for
most of the trips (50%) 2
.
Transport is the third most important category in terms of household expenditure,
after food and housing, representing around 10% of the total expenditure. During the
economic crisis, people’s expenditure on transport decreased more than on the rest
of categories 3
.
Trips on public and private transport have fallen during the crash, reaching minimum
valuesin2012andin2014,respectively.Thiscoincideswiththeperiodwiththehighest
unemployment figures 4
. This shows the important correlation between employment
and mobility levels. In fact, all means of transport evolved positively in 2015.
3.200.00
2.875.000
2.550.000
2.225.000
1.900.000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Public transport Walking and cycling Private transport
Note: the use of any of the above considered means of transport for over 5 minutes is accounted for as a stage of the trip, so one trip
can add more than one stage to the total.
METHODOLOGICAL NOTE
The figures for which no source is referenced
come from the research produced by this study
Figures on daily mobility

7
Car
In Barcelona, the ratio of passenger cars for every 1,000 inhabitants was 350.3 in
2014, lower than in most European cities of a similar size. However, the number of
passenger cars with respect to the total surface area of the city is the highest of all
these, standing at 5,500 passenger cars/km2
. 2
On the other hand, the cost of owning a car (taking into consideration the purchase,
insurance, maintenance, petrol and parking costs, among others) in Barcelona is 16.62
euros per hour of use, i.e., 3,284.67 euros per year, which is similar to that of other
European cities 5
.
In respect of the possession of a driving licence, over the past few years a fall has been
observed in the number of driving licences issued in developed countries, thus giving
rise to a constant decrease in the number of young people with driving licences. This
trend is also observed in Spain, where the number of new drivers in 2013 was the
lowest in decades. Nonetheless, said indicator rose again in 2014 and 2015, with an
increase in the number of new drivers of 5.2% between 2013 and 2015 6
. This could lead
us to think that the reduction in the number of driving licences issued during such years
is related to the economic crash, and not to a change in the behaviour pattern.
In this study we observed a lower possession of driving licences among young people
(18-29 age group). 75.1% of them hold a licence, while this percentage increases
to 89.6% for the other age groups studied. We have also detected a significantly
lower car ownership among young people (18-29 age group): 44.5% of them do not
have a car, while this percentage falls to 24.6% in the rest of age groups. The “future
prospects” section of this report gives an idea of how young people envisage their
relationship with vehicles today and within 10 years.
2
5
Source: study conducted by Avancar in 2016
6
Source: DGT (General Traffic Directorate)
CAR FLEET WITH RESPECT TO POPULATION
AND SURFACE IN EUROPEAN CITIES, 2014
2
Passenger cars/1,000 inh. Passenger cars (thousands)/km2
700 6
525 4,5
350 3
175 1,5
0 0
Warsaw Prague Milan Munich Hamburg Vienna Barcelona Budapest
2,1
614,1
1,5
574,2
3,8
513,3
2,2
454
1
421,1
1,6386,8
5,5
350,3
1,1
334,6

8 Creafutur 2017
The distance I have to travel is
too long
There are no bike lanes on my way
I think they are not safe
It takes me too long
I sweat a lot when I use it
I get wet if it rains
Public transport
Public transport has recovered to the point that its use throughout the Metropolitan
Area of Barcelona exceeds the levels existing prior to the crash. 2016 represented
an absolute record in the number of passengers in the integrated fare zone, with
954.63 million passengers.2
Theresultsofthisstudyshowahighgenerallevelofsatisfactionwithpublictransport
(64% of passengers say they are very or quite satisfied), but differs depending on
the type of user: the opinion of FGC users increases to 77.6%, whereas that of
RENFE users stands at only 42.7%.
The bicycle
Since the launch of Bicing in 2007 the number of trips on bicycle has continuously
increased in Barcelona. In 2015 145,022 trips on bicycle were made, representing
an increase of 6.3% as compared to the previous year, increase that rises to 36%
between 2010 and 20152. Given that the number of Bicing users and trips made
using this system has been falling for the past years, the increase of the number of
trips on bicycle is led by the growing use of private bicycles.
When asking the interviewees why they do not use a bicycle, the main reasons
given were the distance of the trip, the lack of bike lanes and safety.
REASONS FOR NOT USING A BICYCLE
44,3 %
21,6 %
20,5 %
18,7 %
17,7 %
16,5 %
Sample (do not use bike): 2,832
2
Multi-response

9
Carsharing Fleet of cars distributed throughout the city and available
24/7 for being used by the minute, hour or day.
E.g. Avancar, Car2Go
When the vehicle is owned by an individual and rented out
to another individual it’s called P2P Carsharing.
E.g. Socialcar
There are two schemes: round-trip carsharing (the car
needs to be returned to the same spot) and one-way
carsharing (the car can be returned at a different
location).
Motosharing Fleet of scooters distributed throughout the city and
available 24/7. The scooters can be found and unlocked
through a mobile app. They are usually electric scooters.
E.g. eCooltra, Motit
Bikesharing Fleet of bikes usually available for users at on-street
stations. The user usually pays an annual fee and a price per
minute/trip. The service is frequently subsidized by a public
authority.
E.g. Bicing
Carpooling Drivers with available seats for trips planned in advance
share the trip and the costs with strangers. The connection
is set up through an online platform.
E.g. BlaBlaCar
Ride-hailing Drivers (individuals or professional drivers with a license)
registered on a platform offer on-demand transportation
services for individuals who request rides. They can also
offer the option of sharing the trip and costs with other
passengers.
E.g. Uber, Cabify
On-demand
bus
Service that allows to request a trip on a vehicle with more
capacity for passengers than a car and share the trip with
other users that the vehicle picks up along the journey,
which changes dynamically according to the requests
received.
E.g. Shotl, Via
The massive adoption of smartphones, the creation of platforms connecting
supply and demand and the possibility of monitoring vehicles using remote
technologies have led to the development of shared mobility services, in the
form of different models.
Despite the considerable increase in the roll-out
of such services on an international level in
recent years, some are still non-existent or not
widely implemented in Barcelona. In fact, the
study reveals that such services are not very
often used.
BICING
13,6%
BLA BLA CAR
11,1%
UBER
5,5%
AVANCAR
5,0%
e-COOLTRA
1,5%
CABIFY
1,3%
SOCIAL CAR
1,1%
NONE OF THEM
74,4%
Sample:3.004interviews.
USE OF MOBILITY
SERVICES
The arrival of new mobility services
Multi-response

10 Creafutur 2017
Measures to restrict traffic in Barcelona
Due to the problems of congestion, pollution and occupation of public space,
Barcelona and its metropolitan area have been implementing several measures
over the past decades to try to reduce the use of private vehicles and to promote
a more sustainable mobility. For instance, investments in public transport, the
reduction in the number of parking spots on city streets (5.1% less between 2012
and 2015)2
, the conversion of streets into pedestrian areas or the promotion of the
bicycle as a mean of transport. Some of these measures are set out below.
The bicycle
The bike lane network increased by 28.2% between 2011 and 2015, reaching a total
of 120 kilometres, and it continues to grow thanks to the strategies for encouraging
the use of the bicycle as part of the urban mobility plan of Barcelona7
. Moreover,
the implementation of 30 km/h zones, in which the bicycle has priority, has also
increased. The city had 442 of these in 2015, representing an increase of 5.1% as
compared to 2012 2
.
Street pacification
The measures for encouraging the use of the bicycle and converting streets into
pedestrian areas is part of the street pacification strategy set up by Barcelona. Its
most relevant aspect is the transformation of certain areas of the city into what is
known as “Super block” (Superilla in Catalan), where the use of private vehicles is
restricted to residents and a one-way traffic system with only right turns allowed,
and pedestrians and bikes have priority. Starting last year, this concept has been
tested in some neighbourhoods of Barcelona to evaluate its effects on accident
rates, environmental noise and pollution.
Less-pollutant vehicles
In addition to measures to reduce congestion and the number of cars in the city,
public authorities are currently designing and implementing measures to promote
more sustainable vehicles and restrict the use of those more pollutants. In this regard,
the DGT (Directorate General of Traffic) is currently distributing labels that classify
vehicles in accordance with their greenhouse gas emissions.
Such labels have been designed to enable the application of restrictive measures
on the vehicles generating the highest pollution levels in forthcoming years. In
fact, 36 municipalities in the Metropolitan Area of Barcelona (AMB) have recently
approved a package of 33 measures to reduce air pollution which, depending on the
municipality, include limiting the entry of pollutant vehicles to certain areas of city. In
the case of Barcelona, the city council has given the go-ahead to prohibiting access to
the inner area of the city (surrounded by ring roads) for those vehicles with no DGT
label (gasoline vehicles manufactured before 2000 and diesel vehicles manufactured
before 2006, accounting both for 58% of all vehicles in Catalonia)8
. The prohibition
will take effect starting the end of this year, during episodes of high pollution. From
the end of 2019, the prohibition will be implemented permanently.
2
7
Source: Pla de mobilitat urbana de Barcelona PMU (Barcelona Urban Mobility Plan) 2013-2018
8
Source: DGT (General Traffic Directorate)

11
Multi-response
Businesses and employees’ mobility
Given the impact of work-related mobility on the traffic and congestion that occur
on the streets and roads used to enter Barcelona, businesses play an important role
in contributing to a more sustainability mobility.
Measures such as teleworking could have an important impact. For example,
according to Accenture, which allocates 2 or 3 teleworking days per week to certain
employees in its headquarters in Madrid, 99% of the trips saved by implementing
this measure were made by car. In addition, the company observed an increase in
employees’ productivity, given that 50% of the time previously spent travelling is
now used for working.
According to a study by Adecco and the National Statistics Institute from 2015,
only 6.5% of employees in Spain spent part of their working day at home and 22%
of businesses said they provided this option9
. Based on our study, in 2017 15.2% of
interviewees in the Metropolitan Area of Barcelona say they work at home at least
one day a week.
When asked about what aid in terms of mobility they were provided by the
companies they work for, most of them declare to not receive any aid and, among
those who were provided some sort of aid for mobility, the most mentioned
measure was targeted at users of private vehicles (provide parking spaces: 18.2%).
The company I work for does not provide
any aid for my mobility
Free or subsidized parking near
my working place
Subsidized public transport tickets
Bicycle parking near my working place
Company car
Reimbursement of my gas expenses
Company bus
Others
67,2 %
18,2 %
8,2 %
5,9 %
5,6 %
4,6 %
1,9 %
0,2 %
Sample: 2.450
9
Source: Adecco, National Statistics Institute

12 Creafutur 2017
4 profiles have been identified, based on attitudes and behaviours related to
mobility, sustainability and use of technology.
Older population segment,
consisting of people who mainly
use public transport and are very
satisfied with its performance.
They do not normally have their
own vehicle nor do they intend
to purchase one.
They have internalized the
sustainability concept and are
therefore willing to change their
mobility habits.
They are in favour of public
authorities taking action to
improve mobility in Barcelona.
New mobility services do not suit
their travel needs.
A younger profile that
is accustomed to using
technological tools.
They use public transport very
often and are satisfied with its
performance.
They do not have their own
vehicle and, if they do, they only
use it from time to time.
They are in favour of restricting
the use of vehicles in the city and
prefer to use public transport
and bicycle.
They are really environmentally
aware and are willing to change
their mobility habits and pay more
for a non-pollutant vehicle.
They are receptive to new
mobility services and have even
used some of them.
A profile with a higher number
of users who only use private
vehicles.
They enjoy driving and use their
cars every day.
They are very dissatisfied with
public transport.
They are the ones who least value
sustainability as a relevant factor
for choosing a mean of transport.
They are not in favour of public
authorities restricting the use of
private cars in the city and they
do not consider it necessary.
They have no intention of
changing the way in which they
travel.
They have a negative opinion of
the alternatives offered by new
mobility services.
They are mostly car users, but
they consider public transport
to be a good way to get around
Barcelona.
They have doubts about the
suitability of restricting the use of
cars in Barcelona and of public
intervention for that matter.
They would consider reducing
the use of their car if public
transport was improved.
This profile includes the highest
number of commuters (people
who live in Barcelona and work
outside the city, or vice versa).
After the Eco-Tech group, it is
the group where people are
most receptive to using new
mobility services.
Citizens’ profiles
Aware Adults Eco-Tech Car Lovers Undecided

13
15,2%
Sample of 3.004 interviews*. The percentages shown represent the addition of “Totally agree” and “Quite agree” answers.
TOTAL
More access roads and parking lots for
the city of Barcelona should be built. 55% 52% 45% 54% 60%
Public transport is the best way to get
around Barcelona. 71% 89% 88% 50% 76%
I am willing to change my mobility habits
in order to contribute to a better city. 46% 75% 89% 16% 48%
Use of cars in Barcelona should be lower,
even if they are electric. 37% 70% 79% 13% 35%
I think it is good that the public administration limits
or prohibits certain mobility behaviours. 44% 75% 84% 14% 47%
I am willing to pay more for purchasing a
non-pollutant car. 41% 56% 71% 17% 45%
More bike lanes should be built. 44% 62% 81% 19% 47%
I like trying new services that make
my mobility easier. 39% 22% 75% 17% 45%
Attitudes and behaviours related to mobility,
sustainability and use of technology.
46%
7,2%
31,7%

14 Creafutur 2017
Future
prospects
The far-reaching changes that are taking place
and will continue to do so in the next few years
in relation to the mobility outlook give rise to
many uncertainties about the adaptation by
citizens to the new scenario, such as whether
there will be a reduction of the dependence
on private vehicles; what impact the future
traffic restrictions will have on the mobility
patterns of citizens; to what extent new
mobilityserviceswillbeaccepted,andwhether
businesses will implement measures regarding
conciliation of working life and family life
in order to help reduce traffic congestion.

15
WILL YOU HAVE A CAR IN 2027?
As we have seen, despite the fall in the number of car owners and driving licences
holders in the years following the start of the economic crash, both variables have
increased since 2014. This fact leads us to associate a great share of the evolution of
these variables to the effect of the economic crash. This argument is strengthened
by the observation in this study of the tie between citizens and private vehicles
(and, in particular, cars) that still exists, even among the young population segment.
Generally speaking, there is no decrease in the intention to buy a car and citizens
do not see themselves without a private vehicle in the future. If we observe the
responses of the 18-29 age group compared to the other age groups on the sample,
it has the highest number of people who are certain about having a car within 10
years (80%). It is also the age group in which people show the greatest attachment
to their private car when asked whether they would lend it to another person or not.
As regards the profiles identified in this study, there was no apparent reduction in
the intention of owning a car among the two most important segments: Car Lovers
and Undecided. 74.1% and 70.9%, respectively, say they will certainly or probably
have their own car in 2027.
Sample: Aware Adults (216); Eco-tech (456); Car Lovers (952); Undecided (1,381)
Certainly
Probably
I don’t know
Probably not
Certainly not
100 %
75%
50%
25%
0%
21,5%
21,7%
21,4%
12,9%
22,6%
37,3%
29,9%
15,8%
10,5%
6,6%
47%
27,1%
13,3%
6,1%
6,5%
41,3% 41,1%
TOTAL
29,6% 28,3%
16,1% 15,6%
8,2% 8,2%
4,8% 6,9%
The tie between users and vehicles persists

16 Creafutur 2017
0% 25% 50% 75% 100%
RELATIONSHIP WITH YOUR CAR
Neither there was any change observed in the intention of using the car. 81.8% of
interviewees consider that the extent to which they use their private car will be equal
or greater within 10 years than what it is now. By profiles, Car Lovers are the ones who
for the most part say they will maintain or increase their use of the car (84%), while if
we only look at those who will increase it, the Eco-Techs show the highest percentage.
This may be due to the fact that it is the group with the lowest number of people who
have a car and in which more people expect to have one in the future.
16%
13,4%
17,8%
26,8% 22,8% 20,4%
63,9% 51,7% 61,2% 61,8%
22,7% 21,4%
I will use it more
My use of car will
be the same as
currently
I will use it less
1,7%
1,7%
4,2%
I really like my car, I do not lend it to anyone. I enjoy so much driving; I love it.
I only use the car when I need it. I would never use a car; I’m afraid.
10,3%
22,3%
35%
30%
20,3%
11,4%
8,9%8,6%
8,3%
67,7%
64,6%
47,5%
57,5%
Aware Adults and Eco-Techs are those with the weakest emotional bond with their
private car. In each of these segments, almost 7 out of every 10 use their car only
due to necessity.
Aware Adults1
Eco-Tech2
Car lovers3
Undecided4
TOTAL
Sample:
1
Aware adults 216
2
Eco-Tech 456
3
Car lovers 952
4
Undecided 1.381
18,1%
21,6%
60,2%

17
Multi-response
An improvement in public transport is the reason most often given for ceasing the
use of a private car (59.6% of interviewees). It is remarkable that the cost of using
a private car ranks as low as the eighth position as a reason for no longer using it.
Sample (use car often): 803
REASONS THAT WOULD MOTIVATE YOU
TO STOP USING THE CAR
60+40J
27+73J
17+83J
4+96J
50+50J
22+78J
13+87J
9+91J
28+72J
21+79J
10+90J
A significant improvement of
public transport in my area
Incentives from my company
to use public transport
An increase of air pollution
in the city
Others
Incentives from the public
administration to use public transport
A cheaper taxi service
An increase of the cost of
purchasing and maintaining a car
I would not consider using a car
Imposed difficulties to use
the car in the city
An increase of congestion
An increase of the cost
of parking
59,6 %
27,2 %
17,4 %
3,7 %
49,6 %
21,4 %
13,2 %
8,9 %
28,3 %
21 %
9,9 %

18 Creafutur 2017
Multi-response
AwareAd
ults
U
ndecided
E
co-Tech
Ca
rlovers
Due to their relatively recent implementation, there is insufficient data to evaluate
their impact on urban mobility in the mid to long term, which remains still uncertain.
Some studies mention their potential for reducing the use of private vehicles and
favouring a more sustainable mobility10
; others refer to the increase of traffic that
some of these new services generate 11
. Most experts consulted consider that,
although they may attract users of other more sustainable methods and generate
more congestion in the short term, they serve as a complement to the exiting
mobility offer, thus contributing to make ownership of private vehicles less necessary.
In relation to the citizens that were part of the study, 55.3% of them say they are
interested in using some of these new services. It is seen that the carpooling service
(as driver and passenger) is the most appreciated, and that P2P carsharing (renting
out your own vehicle to an individual) is the least desired service of all of them.
The Eco-Tech segment, the one that is most interested in these services, could act
as an early adopter and induce the undecided group to try these services.
New mobility services: a complement
to public transport?
INTEREST IN USING MOBILITY SERVICES
Carpooling as a driver *
Carpooling as a passenger
Taxi service with
non-profesional driver
One-way carsharing
Carsharing as the owner of the
car (P2P carsharing)
72,4%
27,2%
44,1%
35,3%
47,3%
30%
37,6%
23,2%
42%
22,4%
30,9%
25,6%
41,5%
19,9%
28,4%
12,7%
20,6%
4,8%
9%
* These results are not
shown for Aware Adults
because the sample is
too small.
10
Sources: “Shared Mobility and the transformation of Public Transit”, American Public Transport Association (2016);
“The Impacts of Car2go on Vehicle Ownership, Modal Shift, Vehicle Miles Traveled, and Greenhouse Gas Emissions:
An Analysis of Five North American Cities”, Transportation Sustainability Research Center (2016)
11
Source: “The Downside of Ride-Hailing: More New York City Gridlock”, Schaeller Consult (2017)
Sample:
Aware adults 216
Eco-Tech 456
Car lovers 952
Undecided 1.381

19
Multi-response
Multi-response
The one-way carsharing service, along with carpooling, appear to be the services
with the highest potential to replace private vehicles (only 44% of car owners say
they need the car to travel every day), or as a complement to public transport
(mostly in the Eco-Tech segment, followed by the Undecided).
It is worth mentioning that 24% of those who use their private car today think that a
combination of these services would make them reconsider how they use their cars.
SERVICES THAT WOULD REPLACE THE CAR
FOR REGULAR TRIPS
SERVICES THAT WOULD COMPLEMENT PUBLIC
TRANSPORTATION FOR REGULAR TRIPS
One-way carsharing*
Carpooling*
One-way carsharing
Carpooling
55,3%
39%
50,4%
69,1%
31,5%
45,1%
21,3%
52,3%
30,4%
43,2%
35%
56,1%
20,3%
40,1%

20 Creafutur 2017
Multi-response
Multi-response
The alternatives most often choosen by citizens entering Barcelona from the
metropolitan area in the event of restrictions due to pollution episodes include the
use of a private car, which arises as an essential element of mobility, in combination
with public transport.
What impact could restrictions on the private
vehicle have?
In the case of a temporary ban, 67.5% would consider using parking lots located at
public transport stations (park & ride), whether it is driving to the nearest station or to
the entrance to the city. In the case of a permanent ban, this percentage would fall to
55%, and the purchase of a non-pollutant vehicle, not affected by these restrictions,
would be the second preferred option (45.2%).
I would drive to the nearest public transport station, park my car there and use
public transport to get to the city centre.
I would drive to the entrance to the city, park my car there and use public
transport to get to the city centre.
I would walk or cycle to the nearest public transport station and use public
transport to get to the city centre.
I would ask permission to work from home.
I would try to carpool with a colleague who has a non-pollutant car
(hybrid or electric).
I would use a non-pollutant taxi.
I would stay home studying.
I would purchase a non-pollutant (hybrid or electric) vehicle
(motorbike or car).
I would drive to the nearest public transport station, park my car there
and use public transport to get to the city centre.
I would drive to the entrance to the city, park my car there and use
I would use a non-pollutant shuttle bus service that adapts the route
to my needs (picks me up and drops me off as close to my origin and
destination as possible, with no need of transfers).
I would walk or cycle to the nearest public transport station and use
I would be willing to look for another job or place to live.
I would try to carpool with a colleague who has a non-pollutant car
(hybrid or electric).
I would use a non-pollutant taxi.
TEMPORARY BAN
PERMANENT BAN
19,6%
19,1%
15,9%
2,7%
0,9%
Sample: 435
41,8%
38,7%
Any of
these two
55%
Any of
these two
67,5%
45,2%
37,3%
34,6%
18,5%
13,0%
9,4%
6,5%
2,4%

21
Multi-response
As seen previously in the above section, most citizens say they receive no aid for
mobility from their companies and, if they do, the most common aid is targeted at
userswithprivatevehicles(provisionofparkingspace).Themeasuresthatcompanies
could implement to promote a more sustainable mobility and prevent congestion
during rush hours are of different types:
Reconsider the aid they provide to employees who use private cars:
reimbursement of gas expenses, free parking or subsidised parking at the
workplace, …
Promote alternative means of transport: corporate carsharing, subsidized
public transport tickets, safe bicycle parking, company buses, carpooling, …
Flexible work schedules or teleworking, which avoid traveling during rush hours.
When being asked about measures for conciliating working life and family life,
54.1% of interviewees say that such measures are currently not implemented in their
company, and 54.7% do not consider that such measures will be implemented in the
future. On the contrary, almost all of them say they are in favour of such measures
and the most preferred one is reducing the number of working days per week while
maintaining the number of worked hours (34.3%).
The role of businesses in resolving
mobility issues
16+37+47I47,5%
36,9%
15,6%
• My productivity would not be affected
• It would boost my productivity
• My productivity would decrease *Sample: 2.450
EXPECTED IMPACT ON PRODUCTIVITY
Likewise, employees have a positive perception of
the impact working from home would have on their
productivity (but only 22.5% think this measure will be
implemented by their company in the future).
The company I work for doesn’t help
me reconcile my working and family
Flexible schedules for entering and
leaving work
Work from home for one or more
days a week
Compact the work week in less
days (but working the same amount of hours)
None of them
Flexible schedules for entering
and leaving work
Work from home for one or
more days a week
None; I’ve got what I need
Flexible schedules for entering
and leaving work
Work from home for one or
more days a week
Others
MEASURES TO HELP RECONCILE WORKING AND FAMILY LIFE
54,1%
40,2%
15,2% 4,9%
54,7%
31,3%
22,5%
10,3%
2,0%
34,3%
2,5%
29,3% 30,7%
Current measures Measures expected to be
implemented in the future
Most desired measures to be
implemented

22 Creafutur 2017
Key Learnings
Car use and ownership
In general, no change in tendency is detected with
respect to the willingness to own a car:
69.4% of interviewees believe they will own a
car within 10 years, the same percentage of
people as those who own one now.
Neither is any change in awareness observed in relation
to the need of reducing the use of the car in the city:
55% are in favour of building more access
roads and car parks in Barcelona.
81.8% think that they will use private cars to
the same or a greater extent within 10 years.
69%of people in
Barcelona still think
they will have a car
within 10 years
55%support building
more access roads
to Barcelona
41%of divers would use
carpooling services

23
Mobility alternatives
Public transport.
Improvement in public transport is positioned as the reason
most often chosen for ceasing the use of the private car
(59.6% of interviewees).
Bicycle.
Following the distance travelled, the main barrier for using
the bicycle for everyday trips is the lack of bike lanes
(according to 21.6% of interviewees).
New mobility services.
One-way carsharing and carpooling are clearly positioned
as the services that best complement current mobility:
39.7% of public transport users agree that
one-way carsharing would complement their
everyday mobility and 37.5% say the same
about carpooling..
46.1% of regular drivers agree that one-
way carsharing could replace the use of
private cars for their daily mobility and
41.4% say the same about carpooling.
Park & ride.
In the case of implementing restrictions on the use of private
vehicles due to episodes of high pollution, the “park & ride”
scheme is the preferred alternative for citizens entering
Barcelona every day:
In the event of temporary bans, 67.5% of
them would drive to the nearest station with
parking or to a parking lot at the entrance to
the city, from where they would travel using
public transport.
In the event of a permanent ban, this
percentage would fall to 55%, and the
purchase of a non-pollutant vehicle would
be the second preferred option (45.2%).
Role of businesses
At present, 54.1% of interviewees say their company
implements no measures for the conciliation of working life
and family life such as teleworking, flexible work schedules
or compacting the work week. Such measures would have a
clear impact on reducing traffic congestion..
Most employees (84.4%) think teleworking would increase or
would not affect their productivity, but only 22.5% think their
company will consider that option in the future.
22 %
think they would
move around on a
bike if there were
more bike lanes
68 % would
park & ride in the event
of traffic restrictions
84%of workers think
they would be as
or more productive
teleworking

24 Creafutur 2017
50+50J 26+17+21+36J
The study was conducted between
June 2016 and May 2017.
Preparatory phase:
- Desk research.
- Interviews with experts from 28 local
and international entities in the fields
of mobility, city planning, society,
e-commerce and employment.
- Benchmark trip to Göteborg (Sweden)
Qualitative research:
- 20 in-depth interviews.
- Target: individuals over the age of 18 from
Barcelona and from the Metropolitan
Region of Barcelona (RMB), everyday
users of public or private transport.
- Fieldwork: carried out between
December the 13th and the 21st of 2016.
Quantitative research:
- 3,004 on-line interviews through the
CAWI system, on individuals over
the age of 18 from Barcelona and the
Metropolitan Region of Barcelona.
- Fieldwork: carried out between February
the 9th and March the 7th of 2017.
- Sample error: +/- 1.82% for global results
for p=q=50% with a confidence level
of 95%.
- Interviewees profiles: see charts.
Methodology
TYPE OF USER*
AGE*
17%
26%36%
21%
•18-29 years •30-44 years
•45-55 years •Over 55 years
•Live and work in Barcelona
•Commuters**
50+50J
GENDER*
49,8%
50,2%
49,9%
50,1%
25+37+38J
MEAN OF TRANSPORT
USED REGULARLY
•Exclusively Public Transport
•Exclusively Private Transport
•Mixed
37,9%
37,6% 24,4%
* Predefined quote
** Live in Barcelona and work or study
outside the city or vice versa
•Working •Retired
•Studying (and not working)
5+82+13J
5,1%
13,4%
81,5%
EMPLOYMENT SITUATION

Acknowledgements
Experts interviewed
Klaus Bamberger
Wiener Linien Gmbh & Co KG
Ignasi Gómez-Belinchón Railgrup
Oscar Puigdollers
Barcelona Serveis Municipals
Jordi Fuster Barcelona Regiona
Antonio Cantalapiedra MyTaxi
Jaume Gomà Ulabox
Jose Manuel Jurado Villena CCOO
Joaquina Garrido Accenture
Mercedes Alonso Accenture
Carles Lloret Uber
Ildefonso Pastor Uber
Arnau Vilardell Som Mobilitat
Ricard Jornet Som Mobilitat
Orazio Corva Car2Go
Ángel Hernández Wazypark
Carlos Rodriguez Wazypark
Adrià Ramírez SHOTL
Manuel Molés Moovit
Yovav Meydad Moovit
Oriol Serra Nektria
Víctor Tejedo Nektria
Adam Cohen TSRC Berkeley
Gunnar Nehrke
Bundesverband Carsharing EV
Philipp Rode LSE Cities
Gabriele Grea Universitta L. Bocconi
Sampo Hietanen Whim
Judit Batayé OuiShare
Carlo Ratti MIT Senseable City Lab
Martin Kruse
Copenhaguen Institute for Future Studies
Vincent Rosso Investor
Hans Arby Ubigo
Christian Seiberlich Ubigo
Jan Hellaker Drive Sweeden
Malin Andersson City of Gothenburg
Jana Sochor Chalmers University
Helena Stromberg Chalmers University
Per-erik Holmberg Viktoria ICT
Steven Sarasini Viktoria ICT
Partners’collaborators
Guillem Alsina AMB
Carles Conill AMB
Daniel Illa AMB
Carlos López Ajuntament de Barcelona
Oscar Puigdollers
About Creafutur
Fundación Creafutur, an entity promoted by Generalitat de Catalunya
(the Government of Catalonia) and by ESADE business school, acts as a bridge
between the public and the private sectors. Its mission is to detect opportunities
for innovation with a social and/or environmental impact, based on an analysis
of the needs of consumers/citizens and economic, social and cultural trends.
Its fields of specialisation are sustainable mobility, circular economy and
social innovation.
Published: June 2017
Carlos Murillo
Ricard Fornesa Fundación Abertis
Josep Maria Mirmi Fundación Abertis
Diana Mesa SEAT
Arantxa Alonso SEAT
Carmen Tejedor SEAT
Josep Martínez Vila Saba
Joan Viaplana Saba
Pere Baulenas Clearchannel
Pedro Muntaner Clearchannel
Oriol Juncadella FGC
Jordi Quintana FGC
Lluís Puerto RACC
Martí Massot RACC
Miquel Roca RACC
Lluís Alegre ATM
Xavier Sanyer ATM
Cristina Pou ATM
Fernando Muñoz Repsol
Joan Ramirez Petrocat (Repsol)
Graphic Design
Aída de Miguel Alió Atypicas

@creafuturcom | info@creafutur.com
t. (+34) 93.206.17.50
www.creafutur.com

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