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New chances in mobility management by apps and social media
– What potential can be achieved?
ECOMM 2013 Gävle
Block C5: IT and Gamification
Gävle, May 29th – May 31st 2013
Dipl.-Ing. Mechtild Stiewe
Nina Alsdorf
Dr.-Ing. Dirk Wittowsky
www.3-loewen-takt.de www.koreainformationsociety.com www.handelsblatt.com, foto: peter zschunke
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Definition of New Media
Social Media
Digital Media and Technologies
- Communication
- Sozial interactions
- Dialogue instead of Monologue / Group discussion
- Intimacy
- Affiliation to a network
Potentials of Mobility Management and Social Media
New target groups
Loyalty of customers and travel socialisation or rather mobility education (Marketing)
modern medium of communication
Influencing mobility behaviour / showing new options
Giving planning realiability
Information and Communication Technologies
Radio, Television, Phones
Today focus on Smartphones, Tablet PCs, that allow the use of Internet regardless of location
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
What target groups can be reached?
Use of ICT devices
78%
58% 58%
24% 5%
68% 58%
50%
37%
13%
0%
20%
40%
60%
80%
100%
Mobile Phones(without
Smartphones)
Notebook / Laptop Tower PC Smartphone Tablet-PC
Percentage of Internet users in Germany that own following devices
2012
2013
http://de.statista.com/statistik/daten/studie/161914/umfrage/ausstattung-mobiler-endgeraete-durch-internetnutzer-in-deutschland/
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
What target groups can be reached?
Use of social media
Age pattern of Smartphone-Users in Europe in December 2012
Portion of Smartphone Users in %
8,00
14,00
21,00 20,00
17,00
20,00
0
5
10
15
20
25
13-17 Jahre 18-24 Jahre 25-34 Jahre 35-44 Jahre 45-54 Jahre 55 Jahre oder älter
http://de.statista.com/statistik/daten/studie/183517/umfrage/Altersverteilung-bei-Smartphone-Nutzern-in-Europa-
years years years years years years and older
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
What target groups can be reached?
Use of social media
5
Users of social Media
Source: Allensbacher Computer- und Technik-Analyse 2012
March 2009 – March 2012
Source: Statista GmbH
Amount of Daily Active Users (DAU)
of Facebook in Europe
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Possible Influence of ICT and Social Media on Mobility Management
Social Media
(Facebook, Twitter)
Apps (Moovel)
Other Services
(Google, Skype)
IT affects every level of
the model
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Examples of integrated systems
7
7
http://mymobilitymap.appspot.com/
https://www.moovel.com/de/
http://www.google.de/intl/de/landing/transit/#dmy http://www.mvg-mobil.de/
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
8
Specialised cycling apps allow cyclists to find
safe and comfortable cycling routes,
locate the nearest cycle hire point or show them
where to fix their bikes in case of a break-down
Examples of integrated systems
Special Facebook apps can be designed to run
within the Facebook platform, like recently the “Do
the Right Mix” Facebook game that intends to
increase the awareness of all pros and cons of
each means of transport
http://www.ridethecity.com/nyc
https://www.facebook.com/DoTheRightMix
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Facebook, twitter, etc.
How do traffic companies use social networks?
• Marketing
• Price competitions
• Actions
• Dialog with customers
• Questions
• Criticism
• Traffic information
https://www.facebook.com/dbbahn
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Possible effects of ICT on mobility
• Substitution: Replacement or reduction of physical trips
• Complementarity: Generation of additional trips
• Modification: Transformation of spatial and temporal trip patterns
• Neutrality: No Effects between ICT use and traffic behaviour
• Effects through transmission of information regarding present traffic situation
• Current congestion information or delays in train traffic can be accessed pre-trip or on-trip
• Choice of mode of transport or route can be adapted
IT EFFECTS
• Direct effects on the trip by using navigation software, online booking systems
and electronic journey planners
• Indirect effects on mobility behaviour and planning of trips by spatial
and temporal shifting of activities
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Social Media and ICT use in traffic
A survey among young people
• Two target groups
Teenager (14 – 17 years old)
Young adults (18 – 29 years old)
How can the target groups be reached?
Inclusion of new media: Spreading the web survey link through facebook and
University-mailing lists to reach young people
• 296 participants
• Questions on four topics
Requirements of mobility, Traffic socialisation, Choice and use of means of
transport, Use of ICT and social media
• Key question: Does ICT have an influence on young people‘s mobility behaviour?
• Aim is to highlight potentials, how especially young people can be reached by the use
of social media and ICT to enhance a change in mobility behaviour
https://www.bmelv.de
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
for the majority of participants all requirements of mobility are available
the most participants can choose on their own which means of transport they want to
use + when+ why
84,4%
72,1%
81,6% 76,1%
68,5%
85,9%
0%
20%
40%
60%
80%
100%
Bike Driving License Ticket for publictransport
Which of the following vehicles or items do you own?
Women
Men
Results of the survey
Requirements of mobility
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
depending on trip purpose (work, leisure, shopping) the choice of means of transport
changes by young adults and adolescents
(it seems that) the region in which the participants grew up has no influence of the
mobility nowadays
Results of the survey
Use of means of transport
70
11
63
17 18
19
19
15
32 18
7
18
9
25
11
4
20
6
14
13
32
7 12
40
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Foot Bike PublicTransport
Car(Passenger)
Car (Driver)
How often do you use the following means of transport?
(Almost) Never
Less than monthly
1 to 3 times a month
1 to 3 times a week
(Almost) Daily
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Women own more often a laptop than men, whereas men more often use a tower PC,
tablet PC or smartphone than women
almost all participants are able to use these devices regularly
The requirements to access the internet and new media are fulfiled by the majority
Results of the survey
96%
32%
12%
80% 83%
53%
17%
84%
0%
20%
40%
60%
80%
100%
Laptop Tower PC Tablet PC Smartphone
Which one of the following devices do you own?
Women
Men
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Facebook is the most popular social network among young people
It is used most frequently by women and men (stationary and mobile), high proportion of
daily users
Facebook provides potential for transport companies to reach young people facebook on a
large scale
Results of the survey
Use of new media
93% 92%
10% 14%
24%
6% 2%
92% 90%
15%
24% 29%
13%
3%
0%
20%
40%
60%
80%
100%
Member of atleast one
SocialNetwork
Facebook Twitter Google+ VZ-Networks XING My Space
Which Social Networks do you use?
Women
Men
Other:
Ask.fm
diaspora
You Tube
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Results of the survey
Use of traffic information services
Main results
Great amount of young people uses social networks: mobility education and
information is possible
Integrated journey planning systems and applications including all possible means of transport are needed
Focus on rental and sharing systems: especially young people are potential users
66% 61%
52%
5% 4% 2% 1%
76%
68% 66%
15% 11% 11%
5%
0%
20%
40%
60%
80%
Use of at leastone service
Electronicjourney planner
Navigation,Onlinemaps
Location basedservices
Onlinepurchase of
tickets
Comparision ofmodes oftransport
Booking of carsharing
vehicles orrental bikes
Mobile use of internet based mobility services
Women
Men
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Example: Rental bikes for students (1)
Cooperation of Ruhr University Bochum and Metropolradruhr
Located all over the campus are
six stations, with up to 125 rental
bikes
Students of Ruhr University may
rent the bikes for cheaper rates
than regular customers
(1 hour free, every other 30 min
for 50 Cents but at a daily max.
of 5 Euros)
http://www.metropolradruhr.de/
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Example: Rental bikes for students (2)
Cooperation of Ruhr University Bochum and Metropolradruhr
An App or the website
shows on which station
there are currently bikes
available
The University‘s social
media team provides
information about the rental
system on their facebook
page
https://www.facebook.com/RuhrUniBochum
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Conclusion and forecast
One App for all means of
transport
Integrated systems
Who can be the initiator/
integrator?
Mobility counselling
(virtual or real?)
Mobility Management for
specific target groups by using
social media
Mobility
Management
Platform
Social Media
Profile
Websites
The future of mobility management?
etc.
Digital public
information
terminals in cities
Smartphone
Applications
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Forecast
New research project at ILS (and FH Dortmund): U.Move 2.0
• Mobility behaviour and IT-use of young people
• 180 participants younger/older than 18 from 3 different social milieus
• Of special interest for mobility research the interaction of spatial and virtual mobility
• Methods:
• Interview regarding attitude and behaviour
• Focus group
• Travel diaries - 3 days (Tue/Wen/Thu + Sat + Sun)
• IT-protocoll - 3 days (Tue/Wen/Thu + Sat + Sun)
• Additional survey mobility behaviour
• GPS-Logger
More about the results of this project at next year‘s ECOMM
ECOMM 2013
Gävle, May 29th – May 31st 2013 Dipl.-Ing. Mechtild Stiewe
Thank you for your attention
Dipl.-Ing. Mechtild Stiewe
www.mobilitaetsmanagement.nrw.de
http://www.koreainformationsociety.com/2011_08_04_archive.html
http://www.handelsblatt.com/images, foto: peter-zschunke
