With the right infrastructure but even more importantly with bespoke information through the right media, over 50% of the Austrian population could relatively easily be moved to use bicycles (more). This was shown in the project “pro:motion” sponsored by the Austrian transport ministry (bmvit) and the research promotion agency (FFG). Among the supporters are the Cycle Competence members AIT and Herry.
By “using social scientific concepts homogenous groups were identified which need specific information specific to mobility or which are responding to specific arguments (e.g. health, environment, costs, image, experience)”, noted the ministry.
Eventually six information types were identified:
- Spontaneous – On the Go (urban, mobile type with high affinity to smartphones)
- Well-informed sustainability (well-educated environmentally focussed with increased need for information)
- Efficiency-oriented information user (mobile with affinity to cars and few routine drives)
- Interested conservative (experienced middle-aged with low need for information)
- Low requirements (experienced with affinity to cars and low usage of internet or smartphones)
- Digital illiterates (lower class/lower middle-class stuck in routines without interest in technology)
The information types “Well-informed sustainability”, “Spontaneous – On the Go” and “Interested conservative” are very motivated to break their own routines. Together they make up more than 50% of the population.
Overall it was found that “49% of the Austrian population are willing in principle to change their mode of transportation”. Also, “10% of the car drivers can see themselves using the bicycle more often in the future”.
For the project, on the one hand, qualitative-interpretative surveys among 12 focus groups with 96 participants were conducted. On the other hand, quantitative-statistic online and telephone surveys were done among 1000 Austrians above the age of 14. INTEGRAL’s Sinus Milieus served as a basic reference.
The presentation of the final results can be downloaded here (in German): 20160531_pro:motion