Systemhopping - a Question of Age?
BAUMER D and MULLER G, Research Institute for Urban and Regional Development of North Rhine-Westphalia, Germany
Target group orientation in the development end marketing of products is growing in importence in the transport sector as well. As a target group for mobility services end mobility management youth end adolescents are of special importenee. This is being
Target group orientation in the development end marketing of products is growing in importence in the transport sector as well. As a target group for mobility services end mobility management youth end adolescents are of special importenee. This is being acknowledged in the work of Transport Research of the Research Institute for Urban end Regional Development of the Federal State of North Rhine-Westphalia (ILS) fix completed and on-going mobility management projects, where youth end adolescents (age 12 to 26) are the focus of attention (MOMENTUM, PROSITrens, U.MOVE, JUHu!). The Institute in general is carrying out applied research in urban end regional planning, urban development end transport with a multi-disciplinary staff of about 90. A close co-eperation with local end regional authorities end policy makers is a guaran- tee for a strong praxis orientation of the project work. ILS has been among the first in Germany to actively promote mobility management.
Mobility management represents a shift in the focus of trensport policies towards measures based mainly on information end organization end heavily relying on new partnerships. All is done with the aim to influence attitude end behaviour towards a greater use of the sustainable modes. MOMENTUM has been a three-year project (1996-1998) under the ELI Fourth Framework RTD-Programme breaking the ground for a European mobility management ~amework. One of the demonstration sites has been Essen, DE, where ILS has worked with the local public trensport provider on youth orientation. This work is being followed within tile SAVE I/-projeet PROSI- Trens (1998-1999), which deals explicitly with mobility management for non-regular trips (leisure, shopping, business). The strategies end measures developed in Essen will be descn'bed in detail in Chapter 4.
Young people's attitudes end behaviour towards mobility are shaped by the society's ear orientation, but their mobility patterns are still not fixed (c£ TULLY 1998, VC0 1999). This highly dynamic phase in life requires a constant examination of new life situations (chenge of school, job training, higher education, mil/tary or civil service, own household, etc.). New life situations posm'bly call for new mobility decisions. With birthday 18 the available options are potentially, end often actually, widened. Besides with mopeds, youngsters are well acquainted with the different sustainable modes, i.e. walking, cycling, public end collective trensport. Additionally, they are seldom re- stricted by physical hendieaps or strong time constraints. These characteristics, among others, have to be considered for the development of new mobility services Especially for their marketing, sound knowledge of the target group's demands are a prerequisite for a successful strategy in the light of a growing pluralism of lifestyles. As experts of the marketing sector do know very well, this age group is one of the most diMeult target groups. Whether yon want to sell ice cream, a special ticket in the public transport sector or in the end an inter-modal/multi-modal mobility concept: it is very important to be informed about the differanees between the diverse youth or peer groups.
To find out the connection between lifestyles and mobility styles of young people, is one of the goals of the three-year project 'U.MOVE. Youth and Mobility. Research on mob'flity styles to develop target group oriented, inter-modal mobility services for youth' (mid 1998- mid 2001). It is carried out by a German consortium of researeli institutes, private consultants and public transport providers, co-ordinated by ILS and is funded by the Federal Mini~y of Educatiun and Research under the Research Pro- gramme 'Understanding Mobility'. The two themes of the project are dem,nd and supply. The de+round side contains an analysis of mobility attitudes and behaviour of young people aged 15-26, including general lifestyle issues, via survey in four German regions and ronndtable discussions. On the supply side, after a survey on the current offers for youngsters by transport providers, special emphasis wtql be put on the devel- opmant of youth-specific mobility services and implementation strategies.
Association for European Transport