Public preferences for mobility as a service: Insights from stated preference surveys

As mobility as a service (MaaS) continues to evolve with increasing interest throughout many countries, a key driver of its success will be the take up by the community of users seeking an alternative way of accessing individual modal options. Whether a packaging of modal services into a mobility bundle will appeal to the travelling population will depend on what appeal such packages can offer compared to purchasing travel via mode-specific outlets. This paper is one of a growing number exploring the role that everyday travel needs and socio-economic setting might play in defining mobility plans that gather significant appeal from the community. Building on our research in Sydney, Australia, we undertake a stated choice analysis in Tyneside, UK to see the extent to which differences in preferences and possible similarities exist in the demand for different subscription models and willingness to pay for mobility services in the two settings. Barriers to a widespread adoption of MaaS are also analysed, as are the potential impacts of MaaS adoption on public transport use and the way people access public transport services. A decision supporting system was developed to translate the modelling results into a practical and user-friendly tool for MaaS developers/innovators to assess market potential based on customer willingness to pay.