Better use of technology is key to boosting bus patronage, a new report has claimed.
According to the research from technology solutions provider Getronics, 69% of survey respondents believed that bus operators could make technological changes that would encourage them to use the transport mode or would improve the journey experience.
The survey of 2,500 people across the country found that 54% of Brits took the bus less than once per week and 28% did so once every six months or less.
When those surveyed were asked what is preventing them using the bus more, delayed services and the journey being too long were the top reasons, both cited by 30%.
Overcrowded buses (24%) and high fares (22%) were the next most commonly quoted.
Getronics claims that seven of the top 10 barriers to bus travel cited in the survey could be improved by better technology: delays, lengthy journeys, overcrowding, lack of reliable route or timetable information, poor connectivity with other transport modes, feeling unsafe and lack of onboard features such as wi-fi or USB charging.
The survey also reveals that 55% of people would be more likely to use the bus with better live route information. It says 53% would be encouraged to use the transport mode if they could see ahead of time how busy the bus was and that 52% would be more likely to get on board if there was better communication within the fleet to ensure service regularity.
The business believes that improving technology is the single biggest thing operators can do to boost bus patronage.
Laurence Kresnyak, Getronics UK Travel and Transport Sector Lead, says: “Nearly half of Brits with access to local routes don’t use the bus even once a week, often opting for less sustainable modes of transport.
“That’s a lot of empty seats and an even bigger opportunity for operators. When we look at the three biggest barriers to bus usage, every single one could be solved with tech innovation.”
In the week that Department for Transport statistics revealed bus patronage had flatlined, Mr Kresnyak adds: “We work with transport operators every day, so we know the industry is undergoing major changes. However, there is still a significant gap between the digital experience passengers have in other parts of their lives and the one they find while travelling by bus.
“As it stands there are simply not enough people using the bus to hit the UK’s net-zero targets. Our data shows to get people using the bus more, they need a service they can rely on. Bus operators need to focus on utilising technology to deliver the connected and reliable travel experience passengers demand.”
