Independent report

Transport choices segmentation: final report

This report outlines a segmentation of public attitudes to climate change and transport choices, as commissioned by the Department for Transport.

Documents

Transport choices segmentation: final report

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Climate change and transport choices: segmentation study - summary report

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Climate change and transport choices: segmentation study - annex

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Climate change and transport choices: segmentation study - cross-tabulations

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Detail

This is the Department for Transport’s final report from the climate change and transport choices segmentation study. As highlighted by the interim report, an evidence base review (PDF, 2.29MB) and deliberative research, attitudes to climate change and transport behaviour vary across the adult population. This final report therefore sets out a segmentation model, based on analysis of the survey data and subsequent qualitative (focus group) research. In total, 9 distinct segments or groups have been defined according to:

  • their transport behaviour
  • attitudes to transport
  • attitudes to climate change
  • the environment, characteristics and circumstances

The segmentation model provides a useful framework for policy makers, local authorities and other bodies in delivering evidence based sustainable transport initiatives. In particular, the model identifies:

  • which policy options practitioners could consider as potentially effective with each segment, and which may be seen as less effective
  • how practitioners could see particular motivators and barriers to more sustainable transport behaviours as more or less relevant for work with each segment
  • how practitioners could see particular segments as priorities in relation to reducing the overall emissions of carbon dioxide and other greenhouse gases from transport in their local area

The report includes advice on replicating the segments using a small set of ‘golden questions’. Local authorities and others may wish to use these as part of further research to identify which segments predominate in their local areas. This may help identify which initiatives are more likely to be effective at enabling more sustainable transport behaviour in their local areas.

Download poster

Download underlying data (SPSS)

Download underlying data (CSV)

Update to this segmentation study

This document was updated in 2015.

Background to this study

The climate change and transport choices study included a robust large-scale survey of the adult (age 16 and over) population of England. The findings from this survey were published in December 2010 in an interim report. The report set out the overall findings from the study, including:

  • how attitudes to climate change relate to travel behaviour
  • how attitudes and behaviour vary across the adult population