communication target groups for mobility information
Promoting active mobility of people is of paramount importance when it comes to tackling societal challenges such as health and quality of life issues and increasing sustainability in general. However, in many cases these goals cannot be achieved due to the inefficient implementation of solutions and developments, as they do not meet the expectations of the people who refuse to accept them. Exploiting unused potentials of active mobility and making it more attractive to people requires devising both adequate information offers and services, but also appropriate incentives and motivations to arouse interest and actually change mobility behaviour.
pro:motion focuses on the investigation and categorisation of diverse patterns of mobility-related behaviour and attitudes of users of mobility-related information, in order to identify classes of homogeneous information needs, which are to be used for the development of user-oriented information services and measures for promoting active forms of mobility. The approach does not follow common habits of partitioning user groups (based on e.g. sex, age), but uses actual everyday life conditions, attitudes, preferences, aversions, habits and constraints by incorporating qualitative-interpretative and quantitative-statistical methods from established approaches of combining social milieu research and mobility research. pro:motion identifies target groups who show homogeneous mobility behaviour patterns and require the same content of mobility-related information, or can be addressed via particular arguments for promoting sustainable mobility behaviour (e.g. health, environment, costs, image, adventure). The resulting groups have additionally been quantified and comprehensively described in order to allow the incorporation of these groups in coming research and development projects. The analysis resulted in six different types of attitudinal patterns and information habits. The groups are defined by dominant attitudes towards different modes of transport and related images of transport options as well as principle information sources being used by the groups. In addition, major mobility behaviour patterns of the groups are described. The results of pro:motion are well-defined homogeneous target groups and tailor-made concepts for specifically addressing each target group (arguments, information needs, preferred information channels), thus providing a solid based for implementing measures promoting active mobility forms, which allows the incorporation of these groups in coming research and development projects to foster human-centred mobility research and successful realisation of research results in the future.