Segmenting the target audience for transportation demand management programs: An investigation between mode shift and individual characteristics

Understanding the characteristics of travelers and situations that are more likely to switch from single occupancy vehicles (SOV) to more sustainable mobility options can help transportation agencies develop better behavior change strategies. Existing mode shift programs, however, rarely identify their target audience, which could make the programs less effective. To investigate the demographics and trip characteristics of those who are more likely to shift from SOV to carpooling, public transit, and micromobility (e.g. walking, biking), a matrix decomposition audience segmentation method is proposed and applied on travel survey data. The results of this research show that for short-distance leisure or social trips, young and middle-income people are more likely to shift to these mobility options from SOV. This study provides a comprehensive and profound understanding of the characteristics of the target audience that can inform policies to create more targeted behavior change strategies to reach their sustainability goals.