Deeply rooted in behaviour change methodology, Love to Ride is the online platform and encouragement tool that gets more people riding. We have run our programs in hundreds of cities in over 12 countries and to date we’ve engaged more than 393,000 people, including a staggering 91,000 ‘new riders’. We work with cities, communities and businesses and target those people who are ‘interested but concerned’ about riding and provide them the information and encouragement they need to help them address those barriers and get on a bike!
The month of September 2018 was a career highlight for me as we brought the inaugural Love to Ride challenge to Brisbane, my birth town! I had no doubt that a city as progressive as Brisbane (no bias here!) would embrace the challenge and do me proud! Of course, I was right! (When am I not?)
A roaring success, this workplace based cycling challenge saw 2,327 participants take part from over 220 organisations. One of the key features of the Love to Ride platform is the ability for our partners to access crucial data which helps them understand the drivers and barriers of people living in their city, ultimately culminating in better planning and communications.
Let’s jump in and take a look at some of the key results for Brisbane:
|Headline Results||Brisbane 2018|
|% trips for transport purposes||49%|
|CO2 saved (kg)||34,459|
Great to see over 49% of people logging using their bikes for commuting!
A MAFIL* if you will?
We often hear about the MAMIL* but the data consistently shows us that increasingly women love to be on their bikes too. Over 40% of registrants in Brisbane were female.
A closer look as to how that breaks down into rider level…
Public transport was the most frequent method of travel amongst new riders (43%) followed closely by driving alone (36%). The opposite was true for occasional riders, with driving alone at 38% and public transport close behind at 34%.
3 WEEK SURVEY FINDINGS
After we run a challenge, we look at how people’s attitudes and behaviours have shifted when compared to the baseline survey they completed at sign up.
72% of new riders and 46% of occasional riders reported an intention to increase how often they ride compared to 12 months before the challenge. These ‘interested by concerned’ people had experienced a definite shift in behaviour.
85% of new riders and 66% of occasional riders noted that the Love to Ride Brisbane challenge encouraged them to ride more often.
WHAT MOTIVATES BRISBANE FOLKS TO RIDE? Is it the Jacarandas?
Not just the Jacarandas! Those Brisbanites sure are a healthy bunch!
WHAT ABOUT THE BARRIERS PEOPLE FACE? Does it differ by city?
Giving new riders the confidence and knowledge they need to get out on a bike is crucial and universal to Aussie cities.
Certainly the type of rider influences the perceived barriers, however, weather is consistently the biggest factor for regular riders.
DO BARRIERS DIFFER GLOBALLY?
In fact, regardless of rider type, weather is a huge factor right across the globe too. Just check it out!
Our partners can access all this information and communicate with both existing and new riders in their area. Targeting in this way ensures the message is specific and relevant. So, all the good stuff our partners are doing to get more people riding… bike courses, infrastructure building, route planning services… is being received by the right audience segment making it more useful and effective to recipients.
Want to take the temperature of your city and get more people on bikes? Send me a message and let’s chat.
– Christina Sorbello
Love to Ride, Australia Country Manager