California Consumer Perceptions of Potential Intelligent Transportation System Innovations

Abstract

The purpose of the present research was to gain insight into the public perception of existing transportation options and to then explore consumers' needs and wants of those systems and the likely acceptance of possible intelligent transportation system (ITS) initiatives. The selected ITS concepts were based on nationally defined user needs for ITSs. Focus groups were selected as the means of gathering this primary research conducted throughout the state of California. Two perspectives were studied: statewide, to gain broad insights, and smart card specific, for focused insight. There was conspicuous agreement throughout the state as to the feelings about existing transportation systems. Californians are angry that they have not been consulted about their transportation system and that its current state does not reflect their wishes and does not meet their needs. Consumers are open to ITS concepts, including information systems, alternative fuel-powered vehicles, and other high-technology improvements. They support improvements in the automobile system and useful public transportation. Convenience, safety, freedom, flexibility, and control in planning and executing their travel are what they expect within an integrated transportation system. Much is written about the cost-effectiveness of buses. The reality is that the majority of the people will never use public transit in its current state. Electronic fare payment systems were seen as the ultimate in convenience for current users. Integrated fare systems were considered a tool for beginning the improvement of public transportation for existing users and for breaking down barriers of confusion and the lack of connectivity to attract new users.