Rider who lacks consistency in their usage of the service. This might mean they use the service irregularly, with gaps of several weeks or months between rides, regardless of the total number of rides they take within a year.

Trip purpose

Rider who predominantly uses the service for non-regular activities, such as leisure outings, special events, or errands that are not part of a daily or weekly routine

Baseline Metrics

Using Q4 trip count of users that joined rewards before Q4 (10/01/2023) to exclude new users from this data

⁠

Ride Frequency

Count of infrequent rewards riders: 6631 (77% of all riders)*

Majority of TG rewards users

Ride Consistency

Within the segment of low volume riders, only 13% were taking transit consistently over Q4

In comparison hi volume riders are more likely to have more consecutive active months

Success Metrics

increase in avg # of trips within segment

% of riders that sustain ridership levels post campaigns

action items: - count of riders weekly

Campaign Plan

Month 1:

Research

Month 2:

Experiment with campaign

Month 3:

Iterate/adjust campaign needs

⁠

Month 4:

Research

Goal: Understand reason for behaviors and needs of infrequent riders

Needs/Motivations for using transit

Cause of decreased transit usage

What would help encourage them to use transit more often

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