Market-Segmentation Study of Future and Potential Users of the New Réseau Express Métropolitain Light Rail in Montreal, Canada

Abstract

Goals for public transit agencies and new public transport infrastructure projects include attracting new riders and retaining existing system users. An understanding of the public transport market and its preferences, habits, and attitudes can help public transit agencies reach these goals by shedding light on how to increase customer satisfaction. To understand potential users of one of Montreal’s most recent major transport projects, the Réseau express métropolitain (REM), we conducted a survey in Fall 2019 while the light-rail system was under construction. Drawing on vetted transport market-segmentation frameworks, this study employs an exploratory factor analysis to reveal factors that affect respondents’ propensity to use the REM. A k-means cluster test is applied to the factors to articulate market segments. The analysis returned four clusters that form a clear spectrum of least likely to most likely REM users: car-friendly non-users, urban core potential users, transit-friendly users, and leisure and airport users. Positive opinion, proximity, and desire to use the REM for leisure or non-work trips are three key characteristics of likely users. There is a visible relationship between clusters who are likely to use the REM and clusters who agree that the REM will benefit their neighborhood. Improving people’s perception of the potential benefit of the REM to their neighborhood, better accommodating leisure use, emphasizing and communicating appealing destinations, and highlighting transit connections are four core ways that planners could work to potentially increase the number of people who are likely to use the REM.

Will you ride the train? A combined home-work spatial segmentation approach

“…A study by Villafuerte-Diaz et al (2023), further nuanced this finding, noting that the increased intent to use the REM for leisure purposes was significantly higher for men than for women. Dent et al (2021) also observed a clear relationship between the proximity of the station, whether on foot or by public transport, and the likelihood to use the REM. They concluded that the main reason for not intending to use the REM was either that it did not go where needed or that it was too far away from their origin.…”

“…The study revealed that the people who were the most likely to use the REM were the "Leisure and Airport User" who saw in the REM a great way to avoid parking problems. The "transitfriendly user" were the second more enthusiastic group (Dent et al, 2021). A study by Villafuerte-Diaz et al (2023), further nuanced this finding, noting that the increased intent to use the REM for leisure purposes was significantly higher for men than for women.…”

“…Prior study about the REM A recent study showed that the REM will be used for a variety of motives and on different days of the week in the Greater Montreal area (Dent et al, 2021). The study revealed that the people who were the most likely to use the REM were the "Leisure and Airport User" who saw in the REM a great way to avoid parking problems.…”

Who Does Light Rail Serve? Examining Gendered Mobilities and Light-Rail Transit in Montreal, Canada

“…The Réseau express métropolitain (REM), a C$7 billion, 67 km LRT system currently under construction in Montreal, Canada, is one of the largest infrastructural interventions currently being built in North America. As a monumental public-transit investment, the REM aims to significantly alter the way that people move within the metropolitan area by reducing car dependency and increasing public-transit ridership ( 2 ). In addition to delivering environmental benefits, transport-infrastructure projects of this scale also promise to significantly enhance local neighborhoods and provide substantial economic benefits to residents through increased access to opportunities ( 3 ).…”

Stated Preference Analysis With Latent Variables for Higher Speed Rail

“…The cross rail of London increases London’s rail capacity by 10% and transports approximately 1500 passengers per train; furthermore, it can be accessed by 1.5 million people in central London within 45 min ( 6 , 7 ). Meanwhile, Canada’s REM, which was once used as a car or taxi, aims to provide access to the Montreal International Airport ( 8 ). Therefore, the GTX can enhance people’s life quality by improving the transportation systems in Seoul, thereby solving chronic traffic problems and reducing travel time.…”