Findings from the 2021 Transit Rider Survey were released by EMBARK for the agency’s fixed-route bus and OKC Streetcar services.
More than 1,400 responses were compiled among Oklahoma City and Norman bus and OKC Streetcar customers to yield findings in rider frequency of use, satisfaction, preferences and demographic information. The survey results were presented to the Oklahoma City Council at its July 19, meeting and to the Central Oklahoma Transportation and Parking Authority board of Trustees in May.
Since 2016, satisfaction with EMBARK’s fixed-route bus service has increased by nine percent, with 78 percent of customers reporting to be satisfied or very satisfied with the service. Satisfaction with EMBARK Norman bus services increased two percent since 2020 to 90 percent. OKC Streetcar customer satisfaction rose to 97 percent, a 17 percent increase since 2020.
“It is very clear from the results of this latest customer satisfaction survey that EMBARK is leading the nation in providing quality bus and streetcar service,” said Chris Tatham, CEO, ETC Institute. “Overall customer satisfaction with EMBARK’s services is well above the national average and has continued to improve, even in the face of challenges from the COVID-19 pandemic.”
Overall, EMBARK and EMBARK Norman riders care most about on-time arrivals, availability of accessible bus stops and frequency of service.
“Our customer surveys get to the heart of how we’re serving those who rely on EMBARK services in their everyday lives,” said Suzanne Wickenkamp, assistant director of administration, EMBARK. “It is a critical aspect of our service planning and helps ensure that our short and long-term plans align with our customers’ needs and expectations.”
Results from the Oklahoma City Transit Rider Survey include:
- 76 percent ride their route three or more days per week.
- 40 percent stated the purpose of their trip was to get to work.
- 70 percent make one to two transfers to reach their destination.
- 52 percent walk six minutes or more to reach a bus stop.
- 74 percent rated "Ease of getting service information" as satisfied or very satisfied.
- 77 percent reported the bus was operated safely.
- 79 percent rated “Ease of paying your fare” as satisfied or very satisfied.
Riders were asked to indicate one improvement they would like to see in the transit service area. Nearly 20 percent of respondents indicated they would like to see more hourly routes from 7:00 p.m. to midnight, a sentiment echoed in the OKC Moves Final Report.
Results from the Norman Transit Rider Survey include:
- 64 percent ride their route five or more days per week.
- 30 percent stated the purpose of their trip was to get to school.
- 70 percent make zero to one transfer to reach their destination.
- 87 percent rated "Ease of getting service information" as excellent or good.
- 95 percent reported the bus was operated safely.
- 93 percent rate “Courtesy of drivers” as satisfied or very satisfied.
Riders were asked to indicate one improvement they would like to see in the transit service area. Nearly 22 percent indicated more frequent service on weekends and 22 percent indicated later service on weekends.
Wickenkamp says that technology and its ease of use has been a priority for EMBARK in recent years, and that focus was evident in a 15 percent increase in riders’ use of EMBARKOK.com and a 24 percent increase in riders’ use of EMBARKNorman.com for trip planning. Use of the EMBARK Connect App also increased by three percent and 19 percent, respectively. In early 2023, EMBARK will launch a new family of websites that will further enhance the customer transit experience and make its service information even easier to access.
Results from the EMBARK Streetcar survey
EMBARK has high satisfaction ratings for the services it provides through the OKC Streetcar. The OKC Streetcar received satisfaction ratings (sum of very satisfied/satisfied responses) of 90 percent or higher in 13 of 14 Streetcar service items analyzed. The top four items were: cleanliness of stop/platform (98 percent), cleanliness of the Streetcar (98 percent), safety while riding on the Streetcar (97 percent), Streetcar arriving on time (97 percent).
A total of 68 percent of Streetcar riders indicated they were visiting downtown; an increase of four percent since 2020 and an increase of six percent since 2019. Average daily passenger count for the OKC Streetcar increased 21 percent from 2021 to 2022. And 61 percent of Streetcar riders indicated the main purpose of their trip was for groceries, getting necessities and/or dining out.
What was interestingly higher, compared to 2020 results, 13 percent indicated they typically travel around the downtown area via rideshare (Uber, taxi, Lyft). This is an increase of 10 percent since 2020.
Streetcar riders were asked if the Streetcar could be extended, which area would they like to see it extended to:
- 38 percent would like it to be extended to Uptown,
- 23 percent would like to see it extended to the Plaza District,
- 18 percent would like to see it extended to Capitol Hill, and
- 10 percent would like to see it extended to OUHSC.
Conducted by ETC Institute, a market research firm specializing in gathering survey data for governmental organizations, the bus customer survey was conducted in March 2022 and the OKC Streetcar survey was conducted in December 2021.
