DRAFT
Hampton Roads
Electronic Tolling / E-ZPass Study
March 17, 2008
Objectives
and
Methodology
2
Study Objectives
• An electronic tolling/E-ZPass
information campaign is being planned
for the Hampton Roads’ area
• This campaign is designed to:
– Accelerate the sales of electronic tolling /
E-ZPass subscriptions
– Increase the frequency of use of
electronic tolling / E-ZPass among existing
subscribers
– Help lay the groundwork for potential
congestion priced tolling
3
Study Objectives
• This research is designed to:
– Provide information and related insights to help
support VDOT’s upcoming electronic tolling /
E-ZPass public education and information campaign
in Hampton Roads
– Establish performance benchmark measures (such
as awareness, perceptions, attitudes, and intent to
purchase) from which to assess the impact of
VDOT’s electronic tolling / E-ZPass marketing
campaign
– Provide information and insights on the extent to
which residents of Hampton Roads understand and
know about “electronic tolling”
4
Study Methodology
•
A telephone survey was designed and conducted
in order to meet the objectives of this research.
•
The sample for this research consists of three
key audiences:
Current E-ZPass Users
Adult drivers in Hampton Roads, ages 21-59,
who have and use E-ZPass on tolled facilities
in Hampton Roads
Prospective E-ZPass Users
Adult drivers in Hampton Roads, ages 21-59,
who use any of the tolled facilities in
Hampton Roads at least one day a week and
could use E-ZPass, but do not
Residents
Adult residents of Hampton Roads, ages 2159, who do not use any of the tolled
facilities in the Hampton Roads’ area
5
Study Methodology
• A sample size quota of 200 was targeted for
each audience.
• Sample sizes of 200 have a margin of error of
+/- 6.9 percentage points at the 95% level of
confidence.
• 606 interviews were completed, distributed
as follows:
6
E-ZPass Users
200
E-ZPass Prospects
201
Residents
205
Study Methodology
•
The survey topics guide and survey
instrument were developed with input from
project team members.
•
The survey was programmed in CATI and
tested prior to launch. The survey
questionnaire included elaborate skip
patterns to accommodate the three key
audiences being studied.
•
The interview averaged 18 minutes.
•
Residents who work for VDOT, DRPT,
Transcore, and the media were excluded.
7
Detailed Findings
8
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
9
Awareness of E-ZPass Is High – Even among
Those Who Do Not Use E-ZPass
E-ZPass User
100%
E-ZPass Prospect
79%
82%
Resident
0%
10
20%
40%
60%
Q9. Are you aware of the service called E-ZPass, sometimes referred to
as SmartTag?
80%
100%
Top-2-box score
refers to the total
proportion
answering “4” or
“5” on a 5-point
scale.
Not Just E-ZPass Users Are Familiar with It; About Twothirds of Prospects and Residents Who Are Aware of E-ZPass
Also Say They Are Familiar with E-ZPass
5 - Very familiar
8%
4
3%
3
2
1 - Not at all
familiar
89%
45%
43%
0%
97%
E-ZPass Users
Top-2-Box
25%
19%
70%
15%
20%
E-ZPass Prospects
Top-2-Box
11%
8%
1%
5%
62%
Residents
Top-2-Box
10%
E-ZPass User
E-ZPass User
n = 200
E-ZPass
Prospect
n = 158
Resident
n = 175
E-ZPass Prospect 0%
20%
40%
60%
Resident
Q10. Overall, how familiar are you with E-ZPass, sometimes referred to
as SmartTag? ASKED ONLY OF THOSE AWARE
11
80%
100%
Generally,
motorists seem
to have learned
about E-ZPass
through a
variety of
sources – or may
have forgotten
exactly where
they first
learned about
E-ZPass.
Q12. How did
you first learn
about E-ZPass?
ASKED ONLY OF
THOSE AWARE
Of Advertising Media, “Sign” Is Mentioned Most Frequently as
the Source of First Learning about E-ZPass – But, Most Often,
Motorists First Learn about E-ZPass by Word of Mouth
E-ZPass Users
E-ZPass Prospects
Residents
Word of mouth
19%
36%
26%
Sign
16%
14%
15%
Newspaper ad
9%
6%
6%
Toll booth flier
7%
3%
7%
Other ad
3%
8%
5%
Billboard
4%
4%
5%
TV ad
3%
4%
5%
Driving by/toll booth
4%
2%
3%
News report
3%
3%
2%
Employer
2%
2%
2%
Radio ad
2%
1%
2%
Regular mail
3%
-
1%
Gas station ad
1%
-
1%
Retailer display
1%
-
1%
Magazine/online article
1%
1%
-
Other
10%
11%
10%
12
18% of Residents Who Are Aware of E-ZPass Have
an E-ZPass Even Though They Do Not Travel the
Tolled Facilities in Hampton Roads
Yes, 18%
By definition,
100% of Users
and 0% of
Prospects
have an
account.
E-ZPass User
n = 200
E-ZPass
Prospect
n = 158
Resident
n = 175
No, 82%
13
Q11. Do you currently have an E-ZPass account? ASKED ONLY OF THOSE
AWARE
This equates to
approximately
15% of
Residents who
do not currently
travel tolled
facilities in
Hampton Roads
and indicates
that residents
already have
some understanding and
appreciation of
E-ZPass
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
14
The Majority of E-ZPass Users Have Had
Their Pass for More Than a Year
64%
More than 5 years
30%
1 to 5 years
3%
About a year
Only 5% have had their
pass a year or less.
Several months
2%
Don't know
2%
0%
20%
40%
60%
Q13. How long have you had your E-ZPass? ASKED ONLY OF E-ZPASS
USERS
15
80%
100%
Almost Two-thirds Use Their Pass
At Least Several Times A Week –
Nearly a Third Use It Every Day
31%
Every day
65%
Several times a
week
34%
About once a
week
12%
Several times a
month/not weekly
15%
Less than once a
month
9%
0%
20%
40%
60%
Q14. How often do you use E-ZPass? ASKED ONLY OF E-ZPASS USERS
16
80%
100%
“It Is Cheaper” Is the Most Frequently
Mentioned Reason for Using an E-ZPass
Some
respondents
gave more
than one
answer.
Thus,
proportions
total to more
than 100%.
It is cheaper
44%
Convenience
29%
Don’t have to stop at toll
21%
Saves time / faster
14%
Use it for work
9%
Don’t have to carry cash
7%
Other
E-ZPass
Prospect
n = 200
Q15. What is the most important reason that you use E-ZPass? ASKED
ONLY OF E-ZPASS USERS
17
10%
Saving Time Is The Most Important
Reason to Have an E-ZPass – But, Not
Having to Carry Cash Is Also an
Important Reason to Have an E-ZPass
Saves time
11%
Don't have to carry
10%
cash
Reduces stress
65%
52%
11%
0%
70%
51%
13%
Keep accurate
records
84%
74%
19%
Don't have to roll
down window
90%
79%
29%
20%
40%
40%
4
60%
Q16a-e. I would like to know how important each of these statements
is as a reason that you use E-ZPass. ASKED ONLY OF E-ZPASS USERS
18
5 - Very important
80%
100%
The Majority of Users
Are Satisfied with E-ZPass
74%
5 - Very satisfied
92%
18%
4
E-ZPass Users
Top-2-Box
6%
3
2
1%
1 - Not at all
satisfied
2%
0%
20%
40%
60%
80%
Q17. Overall, how satisfied are you with E-ZPass? ASKED ONLY OF E-ZPASS
USERS
19
100%
Most Users Would Recommend E-ZPass
81%
5 - Very likely
93%
12%
4
E-ZPass Users
Top-2-Box
4%
3
2
1%
1 - Not at all likely
2%
0%
20%
40%
60%
Q18. How likely would you be to recommend E-ZPass to your friends or
family members who drive on a roadway or bridge or through a tunnel
20 that has a toll? ASKED ONLY OF E-ZPASS USERS
80%
100%
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
21
Of the Prospects, Less Than 1 in 10
Had an E-ZPass Account in the Past
Had an E-ZPass, no
8%
longer do
91%
Never had an E-Zpass
1%
Other
0%
E-ZPass
Prospect
n = 158
20%
40%
60%
Q19. Which of the following phrases best describes you? ASKED ONLY
OF THOSE AWARE
22
80%
100%
The Reason Cited by Prospects Most Often for
Not Having an E-ZPass: Don’t Feel They Drive
Far on Tolled Facilities
Lack of use
does not
seem to
reflect
negative
perceptions
of E-ZPass.
E-ZPass
Prospect
n = 153
23
Don’t drive that far
57%
Don’t need it/have use for it
14%
Haven’t gotten around to it
5%
Not convenient
5%
Not familiar
5%
Does not save any/enough time
3%
Don’t like paying in advance/giving out credit card
3%
Too expensive/can’t afford it
3%
Other family member has one/I get one at work
2%
Cannot expense it without receipt
1%
Don’t trust it
1%
Don’t like it
1%
Other
7%
Don’t know
3%
Q20. Why do you not use E-ZPass? ASKED ONLY OF THOSE AWARE
10% of Prospects Are Likely To Obtain An
E-ZPass In the Next Year; But, Likelihood
Diminishes As the Time Period Decreases
7%
6%
4%
5 - Very likely
3%
3%
2%
4
3
6%
4%
4%
2
6%
6%
3%
10%
9%
6%
12 month
Top-2-Box
6 month
Top-2-Box
3 month
Top-2-Box
Next 12 months
Next 6 months
Next 3 months
78%
81%
86%
1 - Not very likely
Don't know
1%
1%
0%
E-ZPass
Prospect
n = 158
20%
40%
60%
Q21, 23, 24. How likely is it that you will obtain an E-ZPass within the
next [12, 6, 3] months? ASKED ONLY OF THOSE AWARE
24
80%
100%
Prospects Familiar with E-ZPass
Are More Likely to Say they
Will Obtain a Pass in the Next Year
Familiarity
does not have
an effect on
likelihood of
purchase in
the next 3 or
6 months.
5 - Very likely
4
3
E-ZPass
Prospects who
gave a 4 or 5
to familiarity
with E-ZPass
n = 110
E-ZPass
Prospects who
gave a 1, 2, or
3 to familiarity
with E-ZPass
n = 48
9%
2%
4%
0%
0%
4%
2
Familiar with E-Zpass (4 - 5)
8%
Not familiar with E-ZPass (1 - 3)
10%
75%
1 - Not very likely
0%
20%
40%
60%
Q21. How likely is it that you will obtain an E-ZPass within the next 12
months? ASKED ONLY OF THOSE AWARE
25
80%
88%
100%
Prospects Familiar with E-ZPass
Are More Likely to Say they
Will Obtain a Pass in the Next Year
60%
Score "5" ("very likely")
Score "4"
40%
Familiarity
“lifts”
likelihood of
obtaining an
E-ZPass
20%
0%
13%
2%
9%
2%
4%
Not familiar with E-Zpass (scores 1-3)
Familiar with E-Zpass (score 4-5)
Q21. How likely is it that you will obtain an E-ZPass within the next 12
months? ASKED ONLY OF THOSE AWARE
26
Prospects Not Planning to Obtain an E-ZPass Most
Often Believe They Have No Need for One
Reasons for not
likely to obtain an
E-ZPass tend not to
be “negative”
views of E-ZPass.
Have no need for it
40%
Wouldn’t use it enough
12%
Don’t travel much
8%
Not familiar with E-ZPass
5%
Obtaining E-ZPass is not convenient
1%
Prefer to pay cash
1%
Use company E-ZPass if I need one
1%
Safety/trust issues
1%
Other
Don’t know
E-ZPass
Prospect
n = 158
27
Q22. Why is that (you will not obtain an E-ZPass)? ASKED ONLY OF
THOSE WHO SAID THEY WOULD NOT BE LIKELY TO OBTAIN E-ZPASS IN
NEXT 12 MONTHS
12%
1%
“Online” Is the Single Most Popular Channel to
Obtain an E-ZPass Among Prospects
E-ZPass
Prospect
n = 113
28
Online
27%
At the Coleman Bridge
12%
DMV
6%
VDOT
4%
Specific facilities (other than Coleman Bridge)
4%
Grocery store/store (nonspecific)
2%
Farm Fresh
2%
Post Office
2%
Wal-Mart
1%
Gas station
1%
Mail
1%
City Hall
1%
Other
14%
Not getting one
12%
Don’t know
15%
Q22. If you were to get an E-ZPass, where would you prefer to get one? ASKED ONLY
OF THOSE WHO SAID THEY WOULD BE LIKELY TO OBTAIN E-ZPASS IN NEXT 12 MONTHS
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
29
Prospects Are Less Likely than Users to Believe that the EZPass Lanes Move More Quickly or That the Facilities are
24/7; But, Most Prospects Believe the E-ZPass Lanes Move
More Quickly and that E-ZPass Is In Effect 24/7
E-ZPass lanes move more quickly
86%
8%
8%
78%
E-ZPass facilities are 24/7 3%
6%
3% 8% 11%
0%
E-ZPass User
n = 200
E-ZPass
Prospect
n = 158
E-ZPass User - 4
E-ZPass Prospect - 4
97%
82%
E-ZPass can only be used at certain times 6%
4% 9%
86%
94%
8%
E-ZPass can only be used by frequent users 4% 10%
94%
Prospects do not
have these
incorrect
perceptions of
E-ZPass.
14%
13%
20%
90%
40%
60%
100%
E-ZPass User - 5 Agree strongly
E-ZPass Prospect - 5 Agree strongly
Q26a-h. I would like to know the extent to which you agree or disagree
with each statement. ASKED ONLY OF THOSE AWARE
30
80%
Prospects and Users Have Different Views on the
Costs Associated with E-ZPass; E-ZPass Users Are
More Likely to Think It Is Cheaper with E-ZPass
73%
67%
E-ZPass cost not prohibitive 6%
5%
60%
55%
Average Incomes
E-ZPass User –
15%
Toll cost is same for booth and E-ZPass 2%13%
$74K
24%
3% 21%
E-ZPass Prospect -
$67K
13%
Resident –
82%
78%
E-ZPass is cheaper than booth 4%
37%
50%
$70K
E-ZPass is more expensive than booth
9%
12%
0%
E-ZPass User
n = 200
E-ZPass
Prospect
n = 158
E-ZPass User - 4
E-ZPass Prospect - 4
10%
13%
20%
40%
60%
100%
E-ZPass User - 5 Agree strongly
E-ZPass Prospect - 5 Agree strongly
Q26a-h. I would like to know the extent to which you agree or disagree
with each statement. ASKED ONLY OF THOSE AWARE
31
80%
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
32
E-ZPass Users Are Slightly But Not
Significantly More Likely to Have Heard or
Read about E-ZPass in the Past Year
Residents who
are aware of
E-ZPass
communication/
promotion are
more likely than
Residents who
are not to have
an E-ZPass.
E-ZPass User
36%
E-ZPass Prospect
25%
30%
Resident
0%
20%
40%
60%
80%
Q32. Have you heard or seen any communication or promotion about E-ZPass in
the past year?
33
100%
Prospects Aware of E-ZPass Communication
Are More Likely to Say They
Will Obtain a Pass in the Next Six Months
60%
Score "5" ("very likely")
This
relationship
does not hold
for likelihood
of obtaining
in next year
or next 3
months.
Score "4"
Communication
awareness
“lifts”
likelihood of
obtaining an
E-ZPass
40%
20%
16%
6%
8%
4%
8%
Not aware of E-ZPass communication
Aware of E-ZPass communication
0%
Q21. How likely is it that you will obtain an E-ZPass within the next 6
months? ASKED ONLY OF THOSE AWARE
34
E-ZPass Communication Is Most Frequently
Associated with Television, Radio,
Billboard and Newspaper
Q33. Where did
you hear or see
this
communication?
ASKED ONLY OF
THOSE WHO
INDICATED THEY
SAW OR HEARD
SOMETHING
E-ZPass User
n = 72
E-ZPass
Prospect
n = 51
Resident
n = 61
E-ZPass Users
E-ZPass Prospects
Residents
TV ad
31%
25%
48%
Radio ad
22%
16%
20%
Billboard
14%
22%
10%
Newspaper ad
19%
10%
15%
Highway sign
6%
6%
10%
Word of mouth
1%
10%
7%
Regular mail
7%
2%
3%
Toll booth flier
7%
4%
-
Gas station ad
-
6%
-
News report
-
4%
2%
Brochure
-
2%
3%
Web/internet
1%
2%
2%
Statement/comm. from E-ZPass
4%
-
-
Magazine ad
1%
-
-
Other responses
7%
8%
3%
Don’t know
8%
6%
5%
35
Advertising Awareness/Recall Is
Measured in 3 Ways
1. Unaided recall: without interviewer
prompting
2. Aided recall: with interviewer
prompting
3. Total recall: the sum of unaided and
aided
36
Unaided Ad Recall Is about
5% or Lower for All Messages
It's easier with E-ZPass
E-ZPass is faster
People save time with
Stop stopping, get going
Save miles, time, gas
Stress free/no hassle
Coins slow you down
5%
4%
4%
2%
5%
3%
2%
3%
2%
3%
2%
1%
E-ZPass User
E-ZPass Propsect
3%
2%
1%
3%
2%
1%
Resident
1%
2%
1%
11%
5%
8%
12%
9%10%
Other
Don't know
0%
20%
Unaided awareness tends to
be lowest for “coins slow
you down.”
40%
Q34. What specifically did you hear? (UNAIDED)
37
60%
80%
100%
Aided Ad Recall Is Strongest for “E-ZPass Is
Faster” and “People Save Time with E-ZPass”
– Especially among Current E-ZPass Users
25%
22%
19%
It's easier with E-ZPass
E-ZPass is faster
32%
27%
28%
People save time with E-Zpass
32%
28%
26%
E-ZPass User
E-ZPass Propsect
15%
14%
20%
Stop stopping, get going
Save miles, time, gas
Resident
17%
15%
Stress free/no hassle
24%
26%
22%
20%
Coins slow you down
18%
16%
18%
0%
20%
40%
60%
Q35a-g. Do you recall hearing or seeing an ad that said . . . (AIDED)
38
80%
100%
Total Recall Is Highest for “E-ZPass Is Faster”
and “People Save Time with E-ZPass” –
Across All Three Groups
It's easier with E-ZPass
30%
26%
23%
34%
32%
31%
E-ZPass is faster
34%
31%
28%
People save time with E-Zpass
Stop stopping, get going
18%
16%
21%
20%
26%
16%
29%
24%
21%
Save miles, time, gas
Q34. What
specifically did
you hear?
(UNAIDED)
Stress free/no hassle
Coins slow you down
Q35a-g. Do you
recall hearing or
seeing an ad that
said . . .
(UNAIDED)
19%
18%
19%
0%
39
20%
40%
60%
E-ZPass User - unaided
E-ZPass User - aided
E-ZPass Prospect - unaided
E-ZPass Prospect - aided
Resident - unaided
Resident - aided
80%
100%
Television, Radio, and Daily Newspaper
Are the Most Typical Sources of
Transportation and Traffic Information
26%
Television
Radio
34%
32%
27%
28%
36%
And, they reach
all three groups
about equally.
22%
17%
17%
Daily newspaper
5%
7%
9%
Internet
4%
2%
3%
Weekly newspaper
E-ZPass User
E-ZPass Prospect
2%
3%
3%
Word of mouth
Resident
7%
9%
7%
Other, don't know, no answer
0%
20%
40%
60%
Q53. Where do you typically get information about transportation and
traffic issues?
40
80%
100%
Motorists Prefer to Receive Information
about Tolling and E-ZPass from Television,
Radio, and the Daily Newspaper –
Regardless of Their Status as E-ZPass Users
21%
Television
30%
27%
23%
18%
21%
Radio
17%
17%
19%
Daily newspaper
7%
Internet
Regular mail
5%
5%
11%
13%
E-ZPass User
13%
E-ZPass Prospect
Resident
6%
4%
4%
Weekly newspaper
7%
2%
4%
Email
3%
2%
3%
Word of mouth
6%
10%
3%
Other, don't know, no answer
0%
20%
40%
60%
Q54. Which of these channels of communication do you most prefer to
receive information about tolling and E-ZPass?
41
80%
100%
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
42
All Three Groups Are Most Likely to Say They Would
Make No Changes To Their Commute if New Tolls Were
Instituted; This Is Especially True for E-ZPass Users
Make no changes
Change route
9%
10%
11%
31%
22%
33%
33%
Change job/work site 3% 6% 9%
3% 9% 12%
5% 5% 10%
Change residence 3%
5%
5%
E-ZPass User
n = 140
E-ZPass
Prospect
n = 154
Resident
n = 152
0%
4%
6%
6%
74%
63%
50%
49%
11%
13%
18%
63%
67%
Both Prospects and
43% Residents are more likely
44% than current E-ZPass Users
to say they would change
their route if new tolls
were instituted.
E-ZPass User - 4
E-ZPass User - 5 Very likely
E-ZPass Prospect - 4
E-ZPass Prospect - 5 Very likely
Resident - 4
Resident - 5 Very likely
20%
40%
60%
Q27a-h. How likely would you be to adopt each of the following in
response to that new toll? ASKED ONLY OF THOSE WHO WORK 3+ DAYS
43 OUTSIDE OF THE HOME
80%
100%
Some Commuters Would Switch Modes in Response to
Possible New Toll; They Say They Would Most Likely
Try Carpooling, Vanpooling and Teleworking
Commute in carpool
African-American
Prospects and
Users with
incomes under
$50K are more
likely than their
counterparts to
respond by
commuting by
bus.
10% 8% 18%
26%
11%
15%
7% 11% 18%
Commute in vanpool 6% 8% 14%
5% 16%
21%
5% 9% 14%
While differences across the
groups are fairly small,
Prospects tend to express
the greatest likelihood of
changing modes.
Residents are less likely
than E-ZPass Users or
prospects to say they would
telework.
Telework 1-2 days or more 4% 14% 18%
4% 16%
20%
5% 6% 11%
Commute by bus 3%4% 7%
3% 8% 11%
4%5% 9%
E-ZPass User - 4
E-ZPass User
n = 140
E-ZPass
Prospect
n = 154
Resident
n = 152
E-ZPass Prospect - 4
Resident - 4
0%
E-ZPass User - 5 Very likely
20%
40%
E-ZPass Prospect - 5 Very likely
60%
Resident - 5 Very likely
Q27a-h. How likely would you be to adopt each of the following in
response to that new toll? ASKED ONLY OF THOSE WHO WORK 3+ DAYS
44 OUTSIDE OF THE HOME
80%
100%
More Are Aware of Advanced Electronic
Tolling Than Congestion Pricing
Prospects who are
familiar with E-ZPass
are more likely than
Prospects who are
not to be aware of
advanced electronic
tolling.
20%
Aware of
congestion pricing
19%
Users and Residents who are
aware of advanced electronic
tolling are more likely to also
be aware of congestion
pricing, and vice versa.
16%
E-ZPass User
E-ZPass Prospect
53%
Aware of advanced
electronic tolling
Resident
47%
51%
0%
20%
40%
60%
80%
Q28. Prior to this survey, had you ever heard or read anything about a concept
called “variable priced tolling,” sometimes called “congestion pricing”?
Q30. Prior to this survey, had you heard or read anything about this advanced
45 type of electronic tolling?
100%
Of Those Aware of Congestion
Pricing, Prospects Are Most Likely
to Say They Are Familiar with It
Base sizes
small.
Interpret with
caution.
5 - Very familiar
23%
26%
18%
4
21%
26%
21%
3
16%
E-ZPass Prospect
52%
36%
E-ZPass Prospects
Top-2-Box
30%
39%
Residents
Top-2-Box
10%
16%
12%
1 - Not at all
familiar
E-ZPass User
n = 39
E-ZPass
Prospect
n = 38
Resident
n = 33
E-ZPass Users
Top-2-Box
10%
16%
18%
2
E-ZPass User
44%
0%
20%
40%
60%
Resident
Q29. How familiar would you say you are with variable priced tolling or
congestion pricing? ASKED ONLY OF THOSE AWARE
46
80%
100%
Of Those Aware of Advanced Electronic
Tolling, Most Are Familiar with It
5 - Very familiar
12%
4
67%
E-ZPass Prospects
Top-2-Box
66%
6%
10%
8%
1 - Not at all
familiar
E-ZPass Prospect
E-ZPass Users
Top-2-Box
3%
5%
7%
2
E-ZPass User
n = 105
E-ZPass
Prospect
n = 94
Resident
n = 104
76%
22%
26%
15%
18%
18%
3
E-ZPass User
64%
45%
40%
0%
20%
Residents
Top-2-Box
40%
60%
Resident
Q31. How familiar would you say you are with this type of electronic
tolling? ASKED ONLY OF THOSE AWARE
47
80%
100%
Outline of Report
I. E-ZPass Awareness and Familiarity
II. E-ZPass Usage
III. Propsective Users
IV. E-ZPass Perceptions
V. Communications
VI. Electronic Tolling: The Future
VII. HOV Lanes Use and HOT Lanes Perceptions
48
The Three Groups Are Equally Likely to Be
Aware of the HOV Lanes on I-64; Prospects Are
More Likely than Other Audiences to Be Aware
of the HOV Lanes on I-264
97%
96%
HOV lanes on I-64
96%
73%
89%
HOV lanes on I-264
72%
E-ZPass User
E-ZPass Prospect
0%
20%
40%
60%
Resident
49
Q36. Prior to this survey, were you aware of the HOV lanes on I-64?
Q41. Prior to this survey, were you aware of the HOV lanes on I-264?
80%
100%
Prospects Are More Likely
to Be Familiar with the I-64 HOV Lanes
53%
5 - Very familiar
Prospects who
are aware of
E-ZPass are
more likely
than Prospects
who are not to
be familiar
with the I-64
HOV lanes.
58%
78%
E-ZPass Prospects
Top-2-Box
10%
4%
6%
2
E-ZPass Prospect
E-ZPass Users
Top-2-Box
14%
9%
13%
3
75%
9%
8%
6%
1 - Not at all
familiar
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
67%
14%
10%
17%
4
E-ZPass User
68%
0%
Residents
Top-2-Box
20%
40%
60%
Resident
Q37. How familiar are you with the HOV lanes on I-64? ASKED ONLY OF
THOSE AWARE
50
80%
100%
Prospects Are also More Likely to Use
the HOV Lanes on I-64
Users,
Prospects, and
Residents who
use the I-64
HOV lanes at
least once a
week are
more likely
than Users,
Prospects, and
Residents who
do not to also
use the I-264
HOV lanes at
least once a
week and vice
versa.
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
8%
More than 3 times a
week
9%
19%
4%
8%
2%
3 times a week
29%
32%
28%
1 to 2 times a week
E-ZPass Prospect
Resident
41%
Never
Don't know
E-ZPass User
57%
61%
1%
1%
1%
0%
20%
40%
60%
Q38. In a typical week, how often, if ever, do you use the HOV lanes on
I-64? ASKED ONLY OF THOSE AWARE
51
80%
100%
Opinion
Leaders are
community and
civic leaders
who have the
power &
potential to
influence
others. Some
support for
HOT lanes
already exists
among Opinion
Leaders. For
example, 43%
of E-ZPass
Prospects who
are Opinion
Leaders
support HOT
Lanes on I-64.
Without Prior Information about HOT Lanes,
Roughly a Third Are Supportive of HOT Lanes
on I-64; Residents Are Most Supportive
19%
23%
23%
5 - Very supportive
8%
12%
14%
4
E-ZPass Prospects
Top-2-Box
37%
42%
41%
37%
1 - Not at all suppportive
E-ZPass Prospect
35%
6%
6%
7%
2
Residents
Top-2-Box
2%
2%
2%
Don't know
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
E-ZPass Users
Top-2-Box
24%
17%
16%
3
E-ZPass User
27%
0%
20%
40%
60%
Resident
Q39. Based on this description, how supportive would you be of
converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy
52 Toll lanes? ASKED ONLY OF THOSE AWARE
80%
100%
Supporters of HOT Lanes on I-64 Do Not Seem to Have
Clearly Defined Reasons for Supporting HOT Lanes,
Although a Few Mention that the Lanes Would Ease
Congestion and Encourage People to Carpool
Reasons for
supporting
HOT lanes
on I-64
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
E-ZPass Users
E-ZPass Prospects
Residents
Supportive of HOT lanes
16%
23%
22%
Would help ease congestion
5%
6%
6%
Encourage people to carpool
1%
3%
1%
Q45. Why do you say that (support or not support HOT lanes on I-64)?
53
Most Often, Non-supporters of HOT Lanes on I-64
Say That They Don’t Want to Pay for It, They’ve
Already Paid Taxes, or It’s a Waste of Money
Reasons for
not
supporting
HOT lanes
on I-64
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
E-ZPass Users
E-ZPass Prospects
Residents
Don’t want to pay for it/don’t
want any more tolls
12%
13%
9%
Not supportive of HOT lanes
20%
11%
11%
Already paid taxes, shouldn’t
have to pay tolls
8%
10%
9%
It doesn’t support single drivers
4%
6%
7%
Would make traffic worse
4%
4%
4%
Fine the way it is
5%
3%
4%
It’s waste of money
2%
2%
3%
Q45. Why do you say that (support or not support HOT lanes on I-64)?
54
Those with Neutral Views of HOT Lanes on I-64
Believe the Lanes Would Have No Impact on
Them or that They Need More Information to
Come to a Decision
Reasons for
neutral
view of
HOT lanes
on I-64
E-ZPass User
n = 194
E-ZPass
Prospect
n = 192
Resident
n = 196
E-ZPass Users
E-ZPass Prospects
Residents
Does not impact me
13%
10%
11%
Need more information
3%
4%
7%
Q40. Why do you say that (support or not support HOT lanes on I-64)?
55
Prospects Are Also Slightly More
Familiar with the I-264 HOV Lanes
45%
5 - Very familiar
49%
3
E-ZPass Prospect
E-ZPass Prospects
Top-2-Box
18%
8%
9%
60%
13%
Residents
Top-2-Box
17%
12%
13%
1 - Not at all
familiar
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
67%
17%
8%
2
E-ZPass User
E-ZPass Users
Top-2-Box
13%
12%
11%
4
58%
55%
0%
20%
40%
60%
Resident
Q42. How familiar are you with the HOV lanes on I-264? ASKED ONLY OF
THOSE AWARE
56
80%
100%
Prospects Are Also More Likely
to Use the I-264 HOV Lanes
6%
More than 3 times a
week
5%
15%
3%
6%
3%
3 times a week
E-ZPass User
19%
1 to 2 times a week
21%
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
Resident
71%
45%
Never
Don't know
E-ZPass Prospect
31%
70%
1%
3%
1%
0%
20%
40%
60%
Q43. In a typical week, how often, if ever, do you use the HOV lanes on
I-264? ASKED ONLY OF THOSE AWARE
57
80%
100%
Similar to Support for the I-64 HOT Lanes,
About a Third Support I-264 HOT Lanes
Those in all
three groups
who are
supportive of
the HOT lanes
on I-64 are
more likely
than those
who are not to
be supportive
of HOT lanes
on I-264.
34%
E-ZPass Prospects
Top-2-Box
5%
4%
8%
2
37%
45%
45%
39%
1 - Not at all suppportive
E-ZPass Prospect
E-ZPass Users
Top-2-Box
21%
16%
16%
3
E-ZPass User
28%
8%
13%
15%
4
Don't know
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
20%
21%
22%
5 - Very supportive
Residents
Top-2-Box
1%
1%
1%
0%
20%
40%
60%
Resident
Q44. Based on this description, how supportive would you be of
converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy
58 Toll lanes? ASKED ONLY OF THOSE AWARE
80%
100%
Most Often, Supporters of HOT Lanes on I-264 Mention an
Improvement in Traffic Congestion and Encouraging
Carpooling – But, for the Most Part, Supporters Do Not Have
Clearly Defined Reasons for Supporting the HOT Lanes
Reasons for
supporting
HOT lanes
on I-264
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
E-ZPass Users
E-ZPass Prospects
Residents
Supportive of HOT lanes
16%
20%
23%
Would help ease congestion
6%
7%
4%
Encourage people to carpool
3%
2%
1%
Q45. Why do you say that (support or not support HOT lanes on I-264)?
59
Most Often Criticism of HOT Lanes on I-264
Relate to Money: Not Wanting to Pay for It,
Already Paid Taxes, It’s a Waste of Money
Reasons for
not
supporting
HOT lanes
on I-264
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
E-ZPass Users
E-ZPass Prospects
Residents
Don’t want to pay for it/don’t
want any more tolls
14%
18%
13%
Not supportive of HOT lanes
11%
6%
7%
Already paid taxes, shouldn’t
have to pay tolls
6%
7%
5%
It doesn’t support single drivers
2%
4%
5%
Would make traffic worse
10%
7%
5%
Fine the way it is
3%
2%
3%
It’s waste of money
1%
2%
1%
Q45. Why do you say that (support or not support HOT lanes on I-264)?
60
Those Who Adopt a Neutral View Regarding HOT Lanes on I-264
Do Not Envision Potential HOT Lanes on this Corridor Impacting
Them or They Say That They Need More Information
Reasons for
neutral
view of
HOT lanes
on I-264
E-ZPass User
n = 146
E-ZPass
Prospect
n = 179
Resident
n = 148
E-ZPass Users
E-ZPass Prospects
Residents
Does not impact me
13%
9%
14%
Need more information
3%
6%
3%
Q45. Why do you say that (support or not support HOT lanes on I-64)?
61
Support for HOT Lanes on I-64 Is Fairly Consistent
across Gender, Race and Level of Education
Gender
Race
Education
Male
Female
White
Other
Less than
college
grad
Support HOT lanes on I-64
36%
31%
36%
25%
29%
36%
Do not support HOT lanes
on I-64
62%
68%
63%
73%
69%
62%
Q39. Based on this description, how supportive would you be of
converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy
62 Toll lanes? ASKED ONLY OF THOSE AWARE
College
grad
Support for HOT Lanes on I-64 Is Fairly Consistent
among Those Working and Not Working and Voters
and Non-Voters; Support Increases with Income
Employment
Registered
Voter
Income
Employed
Not
employed
Under
$35K
$35$79K
$80$99K
$100K
or
higher
Yes
No
Support HOT lanes
on I-64
34%
27%
27%
31%
35%
42%
33%
28%
Do not support HOT
lanes on I-64
64%
70%
72%
68%
61%
57%
65%
72%
Q39. Based on this description, how supportive would you be of
converting the HOV lanes on I-64 to HOT lanes, that is High Occupancy
63 Toll lanes? ASKED ONLY OF THOSE AWARE
Similar to I-64, Support for HOT Lanes on
I-264 Is Fairly Consistent across Gender,
Race and Level of Education
Gender
Race
Education
Male
Female
White
Other
Less than
college
grad
Support HOT lanes on I-264
34%
32%
35%
26%
29%
37%
Do not support HOT lanes
on I-264
64%
67%
64%
72%
70%
62%
Q39. Based on this description, how supportive would you be of
converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy
64 Toll lanes? ASKED ONLY OF THOSE AWARE
College
grad
Support for HOT Lanes on I-264 Lanes Is Slightly
Higher among those Employed and those with
Higher Incomes ($80,000 and Higher)
Employment
Registered
Voter
Income
Employed
Not
employed
Under
$35K
$35$79K
$80$99K
$100K
or
higher
Yes
No
Support HOT lanes
on I-264
36%
23%
28%
29%
41%
39%
33%
34%
Do not support HOT
lanes on I-264
64%
76%
72%
70%
56%
61%
66%
66%
Q39. Based on this description, how supportive would you be of
converting the HOV lanes on I-264 to HOT lanes, that is High Occupancy
65 Toll lanes? ASKED ONLY OF THOSE AWARE
Conclusions
and Implications
66
Conclusion & Implication: E-ZPass
Conclusion: Levels of awareness and familiarity with
E-ZPass are high among motorists in Hampton Roads, even
among those who do not currently use E-ZPass in Hampton
Roads. More than three-fourths of E-ZPass Prospects and
Residents are aware of E-ZPass; and, about two-thirds of
Prospects and Residents who are aware of E-ZPass also
say they are familiar with it.
Implication: Significantly growing awareness of E-ZPass
among Prospects may not increase their adoption of
E-ZPass. Converting Prospects to Users by overcoming
their concerns or persuading them of the benefits, ease of
usage, and affordability may be more effective than
growing awareness.
67
Conclusion & Implication: E-ZPass
Conclusion: Current Users are especially satisfied with
E-ZPass. More than 9 out of 10 current Users say they are
satisfied with E-ZPass; and, more than 9 out of 10 would
recommend it to family and friends.
Implication: Satisfied users may be good “marketers” for
E-ZPass. In fact, they may already be “marketing” EZpass through “word of mouth.” Explore the use of
“testimonials” or “usage scenarios” with satisfied users to
market E-ZPass. In the development of key messages
explore the effectiveness of benefits Users most value:
saving time and not having to carry cash. But, don’t
forget the lower income levels of Prospects and the
potential appeal of “cost” messages.
68
Conclusion & Implication: E-ZPass
Conclusion: “Familiarity” increases the likelihood of
usage of E-ZPass. E-ZPass prospects are more likely to
say they will obtain an E-ZPass in the next year if they are
already familiar with it.
Implication: Use marketing and communications as a way
to increase familiarity of E-ZPass, not just grow
awareness. Use marketing to educate and inform
motorists about E-ZPass, not just attract their attention.
69
Conclusion & Implication: E-ZPass
Conclusion: Both current Users (80%) and Prospects (50%) tend
to think the cost is cheaper with E-ZPass than paying at the
booth. But, Prospects are much less likely to hold this view. In
fact, half of Prospects do not think it is cheaper with E-ZPass.
Thus, because they do not have strong reasons to use E-ZPass,
have lower incomes than Users, and may not save any money
with E-ZPass, they have not obtained an E-ZPass.
Implication: For some Prospects, cost may be a factor in not
obtaining an E-ZPass. While they may believe E-ZPass could
save them time and is convenient, it also costs money. Explore
the development of messages and promotions that educate
Prospects about the cost of E-ZPass and any cost savings.
Consider the implementation of promotions that offer a cost
savings with E-ZPass, e.g., every fifth trip with E-ZPass is free.
70
Conclusion & Implication: E-ZPass
Conclusion: Marketing messages about time and ease tend to
post the strongest levels of recall: “It’s easier with E-ZPass,”
“E-ZPass is faster,” “People save time with E-ZPass.” This holds
true for both current Users and Prospects.
Implication: Messages recalled and an important reason for
using E-ZPass (saving time) are consistent. Continue to
communicate “saving time” as a benefit of E-ZPass, but don’t
overlook other message components or promotions that may be
persuasive, i.e., cost.
71
Conclusion & Implication: New Tolls
Conclusion: While many commuters say that they would make
no changes in their commute in the event of new tolls, about
one-fifth would try commuting in a carpool or vanpool or they
would telework.
Implication: Other research has indicated that ridesharing
awareness and usage is low and underdeveloped in the Hampton
Roads’ area. Instituting new tolls in the Hampton Roads’ area
may have an impact on mode choices and provide an
opportunity to educate commuters about their commute
options. Take advantage of the opportunity to grow the use of
ridesharing in Hampton Roads that would be provided by
instituting new tolls.
72
Conclusion & Implication: Advanced
Electronic Tolling and Congestion Pricing
Conclusion: Motorists in Hampton Roads are more likely to be
aware of and familiar with advanced electronic tolling than
congestion pricing.
Implication: Introduction of congestion pricing in Hampton
Roads will be more challenging than introduction of advanced
electronic support. Advanced electronic tolling would start in a
more favorable position simply because a greater level of
awareness and familiarity already exist.
73
Conclusion & Implication: HOT Lanes
Conclusion: Support for possible HOT lanes on I-64 and I-264 is
surprisingly high. Without prior information about HOT Lanes on
these routes, about a third of respondents said that they
supported making the HOV lanes on these routes into HOT lanes.
Some Opinion Leaders are even more supportive. More than 4
out of 10, or 43%, of Prospects who are also Opinion Leaders
support HOT lanes on I-64.
Implication: Explore the possibility of implementing HOT lanes
on I-64/I-264. HOT lanes could be a way of implementing new
tolls in a way that is “acceptable” to residents and introduces
them to advanced electronic tolling and congestion pricing. Put
in place a strong marketing/communications plan to build on
the support that already exists. Explore the potential of
utilizing Opinion Leader support by transforming Opinion
Leaders into Apostles for HOT lanes.
74
One Final
Observation
75
Nearly Half of Respondents Agreed to Participate
in Future Transportation Research
E-ZPass User
47%
E-ZPass Prospect
48%
This level of
interest is
slightly higher
than is typical
in other areas
in Virginia,
suggesting a
fairly high level
of interest in
this and other
transportation
topics in
Hampton
Roads.
40%
Resident
0%
20%
40%
60%
Q57. Would you be interested in participating in future research, such
as focus groups, telephone interviews, or internet surveys, related to
76 transportation issues in your area?
80%
100%
Summary of
Key Findings
77
Summary of Key Findings
•
Awareness of E-ZPass is fairly high among motorists in Hampton
Roads. It will be difficult to grow awareness higher, and increased
awareness will not generate much new usage.
•
New usage will come about by persuading Prospects of the benefits
and ease of usage and overcoming their concerns about cost.
•
Current users are quite satisfied with E-ZPass. Explore utilizing this
satisfaction to market E-ZPass to Prospects through testimonials or
usage scenarios.
•
“Familiarity” increases the likelihood of usage of E-ZPass. Use
marketing and communications as a way to educate motorists about
E-ZPass and increase familiarity – not just to grow awareness.
78
Summary of Key Findings
•
Concerns about cost seem to be preventing some Prospects from
obtaining an E-ZPass. Confront issues of cost directly by developing
messages and promotions about cost and cost savings.
•
Don’t forget benefits that matter to current Users, e.g., saving time
and easy payment of tolls. Use marketing messages to reinforce
recognition of these benefits among satisfied customers – and,
potentially, convert Prospects to Users.
•
Introduction of new tolls in Hampton Roads would prompt some
commuters to try alternate modes, e.g., carpooling. If new tolls are
introduced in Hampton Roads, take advantage of this opportunity to
grow ridesharing through a strong marketing and communications
program.
79
Summary of Key Findings
•
Awareness of advanced electronic tolling is much higher than
awareness of congestion pricing. In fact, only about 20% have heard
or read anything about congestion pricing. Strong communications
will be necessary to introduce congestion pricing in Hampton Roads.
•
Support for possible HOT lanes on I-64 and I-264 is surprisingly high.
Implementation of HOT lanes on I-64 and I-264 may be an important
way to introduce new tolls and congestion pricing in Hampton
Roads. Explore the possibility of implementing HOT lanes on I-64/
I-264.
80
Appendix
81
Demographic
Profile of E-ZPass
Users, Prospects,
and Residents
82
E-ZPass Users Skew Slightly Older
and Prospects Slightly Younger
E-ZPass User mean –
9%
Ages 29 and
younger
9%
45
18%
42
19%
23%
21%
Ages 30 to 39
Resident mean –
30%
30%
Ages 40 to 49
44
38%
28%
32%
Ages 50 plus
0%
20%
Q2. In what year were you born?
83
E-ZPass Prospect mean -
40%
E-ZPass User
43%
E-ZPass Prospect
Resident
60%
80%
100%
E-ZPass Users, Prospects and Residents
Are Equally Likely to Be Male; A Similar
Pattern Holds True for Females
43%
45%
Male
43%
E-ZPass User
E-ZPass Prospect
58%
Resident
55%
Female
57%
0%
20%
Q56. Gender (interviewer recorded)
84
40%
60%
80%
100%
Prospects Are More Likely than Users
to Be African-American
White, non-Hispanic
64%
9%
African-American, Black
American Indian, Alaska Native
16%
Asian
Hispanic, Latino
1%
2%
2%
E-ZPass User
E-ZPass Prospect
Resident
4%
4%
3%
Other
Don't know, no answer
24%
4%
1%
2%
1%
2%
2%
2%
1%
0%
0%
20%
40%
60%
Q47. Which one of the following best describes your racial background?
85
82%
75%
80%
100%
Users and Prospects Have Slightly Lower
Levels of Education than Other Residents
Some high school or
less
3%
2%
1%
Some college or
technical school
44%
35%
35%
E-ZPass Prospects
College degree
30%
24%
36%
59%
Residents
College degree
19%
20%
23%
Post-grad studies or
degree
E-ZPass Prospect
E-ZPass Users
College degree
26%
College graduate
E-ZPass User
49%
15%
17%
14%
High school
graduate
0%
20%
40%
60%
Resident
Q46. Which of the following categories includes the last year or grade
of school you have completed?
86
80%
100%
While All Three Groups Tend to Be
Employed, A Greater Proportion of
E-ZPass Users Is Retired
62%
Employed full time
10%
10%
9%
Employed part time
7%
5%
6%
Not currently employed
2%
2%
Retired
E-ZPass User
10%
E-ZPass Prospect
Resident
5%
3%
5%
Stay at home parent
6%
7%
5%
Other
Don't know, no answer
1%
2%
0%
0%
20%
40%
Q50. What is your employment status? Are you:
87
70%
73%
60%
80%
100%
E-ZPass Users, Prospects and
Residents Are Equally Likely to Work
Three or More Days Outside the Home
92%
90%
90%
Three or more
One or two
E-ZPass Prospect
Resident
3%
6%
4%
None
E-ZPass User
n = 152
E-ZPass
Prospect
n = 171
Resident
n = 168
E-ZPass User
5%
4%
5%
0%
20%
40%
60%
Q6b. How many days a week do you work outside your home? ASKED OF
THOSE WHO CURRENTLY WORK FULL OR PART TIME
88
80%
100%
No Distinct Occupational Differences Are
Apparent Across the Three Groups
16%
14%
Professional
Executive
Administratrive
Service
Building
Military
Retail
Real Estate
Agriculture
18%
12%
16%
9%
13%
13%
7%
9%
5%
7%
8%
3%
5%
6%
4%
3%
6%
5%
1%
2%
1%
1%
1%
1%
E-ZPass User
E-ZPass Prospect
Resident
33%
29%
29%
Other, don't know, no answer
E-ZPass User
n = 147
E-ZPass
Prospect
n = 164
Resident
n = 167
25%
0%
20%
40%
60%
Q51. Which of the following best describes your work or occupation?
ASKED OF THOSE EMPLOYED
89
80%
100%
E-ZPass Users Have
Slightly Higher Incomes
5%
Under $25,000
E-ZPass User mean –
$74K
10%
9%
11%
15%
10%
$25,000 to $34,999
E-ZPass Prospect mean -
$67K
13%
16%
15%
$35,000 to $49,999
Resident mean –
30%
23%
26%
$50,000 to $74,999
$70K
21%
15%
22%
$75,000 to $99,999
7%
8%
6%
$100,000 to $124,999
E-ZPass User
15%
11%
11%
$125,000 and higher
0%
20%
E-ZPass Prospect
Resident
40%
60%
Q5. Which of the following best represents your total annual household
income?
90
80%
100%
Not Surprisingly, The Majority Commute Alone
– And, All Three Groups Are Equally Likely to
Use This Commute Mode
90%
85%
89%
Drive alone
6%
4%
5%
Carpool
Vanpool
1%
1%
1%
Bus
0%
1%
1%
E-ZPass User
n = 147
E-ZPass
Prospect
n = 164
Resident
n = 167
E-ZPass Prospect
Resident
2%
7%
2%
Other
Do not commute
E-ZPass User
1%
2%
1%
0%
20%
40%
60%
Q52. Which of the following transportation modes do you use most
often when commuting to work? ASKED OF THOSE EMPLOYED
91
80%
100%
Thank You!
For additional information on
this report,
please contact
Dr. Karen Smith
Southeastern Institute of Research
804-358-8981
92