Description of San Diego Market Segments

1
Description of San Diego Market Segments
2
Easy-Goers Care About
Low
Medium
High
3
Easy-Goer Time Sensitivity
Low
Medium
High
Easy-Goers are the all segment insensitive to
walk time
4
Easy-Goers Generally

• Have lower income
• 55 percent in households with income less than
  35,000
• Have a high proportion of older people
• 40 percent over 60 years old
• Have a higher proportion of retired and
  unemployed people
• 35 percent retired and unemployed
• Have lower vehicle availability
• 15 percent do not have regular access to a vehicle

5
Road Runners Care About
Medium
High
Low
6
Road Runner Time Sensitivity
Low
Medium
High
Road Runners are sensitive to all aspects of
travel time
7
Road Runners Generally

• Have high income
• 60 percent in households with income over
  100,000
• Have high vehicle availability

8
Cautious Runabouts Care About
Low
Medium
High
9
Cautious Runabout Time Sensitivity
Low
Medium
High
Cautious Runabouts are particularly sensitive to
wait and walk time
10
Cautious Runabouts Generally

• Are almost all women
• Have high vehicle availability

11
Intrepid Trekkers Care About
Low
Medium
High
12
Intrepid Trekker Time Sensitivity
Low
Medium
High
13
Intrepid Trekkers Generally

• Have relatively high income
• 45 percent in households with income over 75,000
• Are almost all men
• Are mostly younger
• Almost all younger than 45
• Have high vehicle availability

14
Flexible Flyers Care About
Low
Medium
High
15
Flexible Flyer Time Sensitivity
Low
Medium
High
16
Flexible Flyers Generally

• Have lower income
• 60 percent in households with income less than
  35,000
• Are mostly women
• Have a higher proportion of unemployed
• 10 percent are unemployed
• Have lower vehicle availability
• 10 percent do not have regular access to a vehicle

17
Conventional Cruisers Care About
Low
Medium
High
18
Conventional Cruiser Time Sensitivity
Low
Medium
High
Conventional Cruisers are insensitive to
in-vehicle travel time
19
Conventional Cruisers Generally

• Have relatively high income
• 45 percent in households with income over 75,000
• Are mostly men
• Are mostly older
• 65 percent over 60 years old
• Have a high proportion of retired people
• 50 percent retired

20
Six San Diego Customer Types
High
Sensitivity to Personal Travel Experience
Medium
Low
Low
High
Medium
Need for Flexibility and Speed
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Six San Diego Customer Types
Road Runners
High
Sensitivity to Personal Travel Experience
Intrepid Trekkers
Conventional Cruisers
Medium
Cautious Runabouts
Low
Flexible Flyers
Easy Goers
Low
High
Medium
Compared to Average
Need for Flexibility and Speed
22
Six San Diego Customer Types
Cautious Runabouts
High
Easy Goers
Flexible Flyers
Road Runners
Sensitivity to Personal Safety
Medium
Conventional Cruisers
Intrepid Trekkers
Low
Low
High
Medium
Compared to Average
Need for Flexibility and Speed
23
Six San Diego Customer Types
Flexible Flyers
High
Easy Goers
Concern for Natural Environ-ment
Intrepid Trekkers
Medium
Cautious Runabouts
Road Runners
Conventional Cruisers
Low
Low
High
Medium
Compared to Average
Need for Flexibility and Speed
24
Six San Diego Customer Types
High
Easy Goers
Sensitivity to Transporta-tion Cost
Medium
Conventional Cruisers
Cautious Runabouts
Road Runners
Flexible Flyers
Low
Intrepid Trekkers
Low
High
Medium
Compared to Average
Need for Flexibility and Speed
25
Six San Diego Customer Types
Cautious Runabouts
High
Road Runners
Conventional Cruisers
Sensitivity to Crowds
Medium
Easy Goers
Flexible Flyers
Intrepid Trekkers
Low
Low
High
Medium
Compared to Average
Need for Flexibility and Speed
26
Six San Diego Customer Types
Cautious Runabouts
Flexible Flyers
High
Road Runners
Sensitivity to Personal Safety
Medium
Conventional Cruisers
Easy Goers
Intrepid Trekkers
Low
Low
High
Medium
Compared to Average
Sensitivity to Personal Travel Experience
27
Six San Diego Customer Types
Flexible Flyers
High
Concern for Natural Environ-ment
Intrepid Trekkers
Medium
Easy Goers
Conventional Cruisers
Road Runners
Cautious Runabouts
Low
Low
High
Medium
Compared to Average
Sensitivity to Personal Travel Experience
28
Six San Diego Customer Types
High
Easy Goers
Sensitivity to Transporta-tion Cost
Medium
Cautious Runabouts
Conventional Cruisers
Road Runners
Flexible Flyers
Low
Intrepid Trekkers
Low
High
Medium
Compared to Average
Sensitivity to Personal Travel Experience
29
Six San Diego Customer Types
Cautious Runabouts
High
Easy Goers
Sensitivity to Crowds
Conventional Cruisers
Medium
Road Runners
Flexible Flyers
Intrepid Trekkers
Low
Low
High
Medium
Compared to Average
Sensitivity to Personal Travel Experience
30
Six San Diego Customer Types
Flexible Flyers
High
Concern for Natural Environ-ment
Easy Goers
Intrepid Trekkers
Medium
Conventional Cruisers
Cautious Runabouts
Road Runners
Low
Low
High
Medium
Compared to Average
Sensitivity to Personal Safety
31
Six San Diego Customer Types
High
Easy Goers
Sensitivity to Transporta-tion Cost
Medium
Conventional Cruisers
Cautious Runabouts
Road Runners
Intrepid Trekkers
Low
Flexible Flyers
Low
High
Medium
Compared to Average
Sensitivity to Personal Safety
32
Six San Diego Customer Types
Cautious Runabouts
High
Conventional Cruisers
Sensitivity to Crowds
Medium
Easy Goers
Road Runners
Intrepid Trekkers
Low
Flexible Flyers
Low
High
Medium
Compared to Average
Sensitivity to Personal Safety
33
Six San Diego Customer Types
Easy Goers
High
Sensitivity to Transporta-tion Cost
Medium
Conventional Cruisers
Road Runners
Cautious Runabouts
Flexible Flyers
Low
Intrepid Trekkers
Low
High
Medium
Compared to Average
Concern for Natural Environment
34
Six San Diego Customer Types
Cautious Runabouts
High
Easy Goers
Sensitivity to Crowds
Conventional Cruisers
Medium
Road Runners
Intrepid Trekkers
Flexible Flyers
Low
Low
High
Medium
Compared to Average
Concern for Natural Environment
35
Six San Diego Customer Types
Cautious Runabouts
High
Conventional Cruisers
Sensitivity to Crowds
Medium
Road Runners
Easy Goers
Flexible Flyers
Low
Intrepid Trekkers
Low
High
Medium
Compared to Average
Sensitivity to Transportation Costs
36
Relative Size of Each Segment
RoadRunners
CautiousRunabouts
IntrepidTrekkers
Flexible Flyers
ConventionalCruisers
Easy-Goers