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Accenture Survey 2013: What travelers want from public transport providers

Accenture’s public transport survey of 4,500 urban travelers in nine major cities of the world reveals that travelers are keen on ticketless travel.


Public transportation is essential to urban communities as 90 percent of citizens use it on a regular basis. Additionally, today’s travelers are always “connected” and their behaviors are changing rapidly. The usage of smartphones and social media is heightening the demand for more efficient transport services.

Our survey reveals that travelers want public transport providers to use technology to provide ticketless travel options, embrace social media and use it to communicate with them, and enhance the overall station experience.

Public transport providers must listen to the consumer voice by providing them with transit options that meet their increasing needs anytime, anywhere. By becoming more customer centric, they can maximize the demand for their services, ensure sustainable city development and uncover additional revenue streams.


Click here to download the full report. Travelers  Recognize Role  of Technology  in Delivering  Better Service— and are Willing  to Pay. This opens a new window.View the infographic for in-depth insights and key statistics from the survey. [ PDF, 2.75 MB ]

View in-depth insights and key statistics from the survey. 

The world’s population is increasingly based in cities. The mobility of citizens around as well as in and out of the urban areas is one of the toughest challenges cities face.

Public transportation providers have been underinvesting in infrastructure, and are under immense pressure to be the traveler’s “gateway” to the city.

Despite the opportunity that changing demands of travelers offer to unlock unused revenue streams, Public transport providers have shown limited ability to enhance services and expand revenue base.

Key Findings

Public transport providers need to deal with customers on their terms—when, where and how they want, and an interaction that is relevant to the situation and their needs.

  • Travelers are willing to pay more for technology improvements and ticketless travel.

  • 52 percent are willing to pay 10 percent more for travel if they can use a smartphone as a ticket or if there were other ticketless travel options.
  • 84 percent believe they will be purchasing travel tickets via mobile devices by 2014.
  • Travelers want public transportation providers to embrace social media and use it to communicate with them.

  • 90 percent are interested in receiving the latest transport prices and promotions, and information on late running trains, changes in timetables and new technology via social media..
  • Connected travelers expect an enhanced station experience: Station development offers an opportunity to respond to the new demands from travelers. Improving station design, optimizing usable station space and developing new services targeted at the connected consumer can help drive profitable revenue growth.

    Take for example that the European travelers are dissatisfied with station waiting areas.

  • Rail passengers rarely shop at stations as they do not find the process convenient.

  • 22 percent do not shop at all.
  • 77 percent only make purchases related to their trip.
  • European rail passengers would buy more in stations if:

  • Clear directions and information on shops available was given (68 percent).
  • Information on the time needed to process purchase was given (53 percent).