taxi and minicab customer satisfaction survey quarter 3 ... · the time taken to hail a taxi has...
TRANSCRIPT
©TNS 2014
Taxi and minicab Customer Satisfaction Survey Quarter 3 2014/15
Taxi and Minicab Customer Satisfaction Survey
©TNS 2014
Contents
2
1 Key findings
2 Satisfaction with the service
3 Satisfaction with ranks, hailing and booking
4 Mobile apps
5 Fares and Payment
6 Green/Low Emission vehicles
7 Frequency of use
©TNS 2014
TfL has carried out customer satisfaction research over many years and has developed an understanding of how to interpret these scores, albeit semi-subjective and open to different interpretation by different people. TfL’s interpretation, as shown in the table below, should therefore be regarded as indicative only. The main interest lies in assessing trends in the scores over time, and in comparing scores for one aspect against another.
3
Guide to interpreting satisfaction scores
Score Interpretation
Under 50 Very poor
50 to 54 Poor
55 to 64 Fairly poor
65 to 69 Fair
70 to 79 Fairly good
80 to 84 Good
85 to 89 Very good
90 or more Excellent
Source: TfL Modal Customer Satisfaction surveys.
Statistical significance Analysis is applied to the results to determine whether they are statistically significant – marked in red or green throughout the report. Statistical significance indicates that we can be confident differences in the results reflect actual differences (e.g. change in the quality of service since previous year, different attitudes Londoners vs non-Londoners) rather than random fluctuation. The smaller the number of responses on which a result is based, the more pronounced a difference must be to be deemed statistically significant.
©TNS 2014
Key Findings
1
4
©TNS 2014
5
Overall satisfaction with taxis (83) and minicabs (80) is similar to 2013, in line with stable satisfaction for value for money, the most important driver of customer satisfaction.
The time taken to hail a taxi has improved (from 81 to 84) and is now more in line with 2012 (85). However, there were no changes in any other aspects of the taxi or minicab experience (driver, safety, length of journey and ease of journey).
Although the average fare reported by customers for both taxi and minicab journeys remains similar to last year, the perception of minicab fares has improved (i.e. fewer said that minicab fares are much too expensive).
In line with the improving perception of minicab fares, minicab users reported that minicab services had improved generally, they were using minicabs more frequently and they were more likely to book them through smartphone/tablet apps.
There is widespread agreement among taxi and minicab users that taxi customers should be able to pay by credit / debit card. The majority of taxi passengers (85%) claim they would use this service if it were available.
Executive Summary
Taxi and minicab Customer Satisfaction Survey
©TNS 2014
Overall satisfaction with taxis remains at 83 in 2014.
6
Trends in satisfaction: Overall satisfaction Taxi
Satisfaction score
Significant increase year on year Significant decrease year on year
Results are based on a combined sample of Londoners and non-Londoners. In 2011, the Londoners survey switched from a phone to an online method. The Non-Londoners survey is unchanged (face-to-face interviews on streets in central London).
82 84 83 84
82 82 85 85 84 85
83 83
60
65
70
75
80
85
90
95
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Taxi
©TNS 2014
Overall satisfaction with minicabs stands at 80 in 2014, two points below the previous year but the change was not significant.
7
Trends in satisfaction: Overall satisfaction Minicab
Satisfaction score
Significant increase year on year Significant decrease year on year
80 81 81 80 81 81 81 84
79 81 82
80
60
65
70
75
80
85
90
95
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Minicab
Results are based on a combined sample of Londoners and non-Londoners. In 2011, the Londoners survey switched from a phone to an online method. The Non-Londoners survey is unchanged (face-to-face interviews on streets in central London).
©TNS 2014
Satisfaction with the service
2
8
©TNS 2014
Satisfaction with vehicle and driver Taxi
9
= significant increase/decrease year on year
2011 2012 2013 2014
Vehicle Average 86 88 86 86 State of repair of the vehicle 86 88 86 86
Ease of getting in and out of the vehicle 86 88 86 86 Vehicle interior cleanliness 86 88 86 86 Comfort inside the vehicle 85 88 86 85
Driver Average 86 87 85 85
Overall appearance and hygiene of the driver 85 87 86 85
Standard of driving 86 87 86 85
The driver was approachable and helpful - - 85 85
The driver was professional and gave me confidence - - 86 85
The driver taking the best route for that journey - - 85 84
The smoothness and comfort of the ride - - 85 84
Personal Safety 88 89 88 87 Time to complete journey 83 85 83 83
Ease of making journey - - 86 85 Value for Money 73 75 75 76
There has been little change in satisfaction with the service among taxi passengers since 2013.
©TNS 2014
Satisfaction with the service among minicab passengers remains similar to 2013.
10
Satisfaction with vehicle and driver Minicab
2011 2012 2013 2014
Vehicle Average 81 83 83 84 State of repair of the vehicle 81 83 84 83
Ease of getting in and out of the vehicle 83 83 85 85
Vehicle interior cleanliness 81 82 83 83
Comfort inside the vehicle 81 82 83 84
Driver Average 80 81 82 81 Overall appearance and hygiene of the driver 80 81 81 82
Standard of driving 79 81 82 82
The driver was approachable and helpful 82 81
The driver was professional and gave me confidence 81 80
The driver taking the best route for that journey 82 81
The smoothness and comfort of the ride 82 82
Personal Safety 82 82 84 83
Time to complete journey 81 82 83 82
Ease of making journey 84 84
Value for Money 72 76 78 78
= significant increase/decrease year on year
©TNS 2014
Most taxi and minicab users perceived no change in service, but a quarter of minicab users thought they had improved this year (compared to 21% last year).
11
Level of service change (in the last 12 months)
Black cabs
Minicabs
25%
21%
19%
21%
61%
62%
68%
65%
9%
9%
4%
4%
6%
8%
9%
11%
2014
2013
2014
2013
Improved Stayed the same Declined Don't know
©TNS 2014
Satisfaction with ranks, hailing and booking
3
12
©TNS 2014
In 2014, satisfaction with the time taken to hail a taxi has increased. However, satisfaction among those who used a taxi rank remains stable.
13
Trends in satisfaction: Taxi booking at a rank or hailing on street summary
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Taxi rank Average 87 90 87 87 89 87 89 89 83 86 86 86
The length of time it took to get a taxi from a rank 88 91 88 85 89 86 92 89 84 87 85 84
Personal safety at the taxi rank 90 93 88 89 90 88 91 91 84 86 86 86
Ease of boarding from rank 83 88 86 87
Hailed a taxi
The length of time to hail a taxi 81 87 81 80 80 78 86 85 81 85 81 84
Personal safety while waiting to hail a taxi 86 89 85 86 86 85 88 89 85 88 85 87
= significant increase/decrease year-on-year
©TNS 2014
The proportion waiting more than 10 minutes at a taxi rank has returned to 6%, bringing the average wait time down to just over 4 minutes. Time taken to hail a taxi has remained similar to last year.
14
Waiting time (Taxi)
Significant increase/decrease year-on-year /
21%
53%
15%
6%
4.19
17%
59%
7%
14%
5.95
18%
62%
9%
6%
4.15
<1 min
1-5 (Net)
6-10 (Net)
More than 10 (Net)
Mean
Time in minutes
Waiting time for taxi at a rank
2012
2013
2014
2%
76%
11%
8%
5.46
1%
75%
14%
10%
5.70
2%
76%
9%
9%
5.34
<1 min
1-5 (Net)
6-10 (Net)
More than 10 (Net)
Mean
Time in minutes
Time it took to hail a taxi
2012
2013
2014
©TNS 2014
There were slightly lower scores for satisfaction with booking among those who used a minicab office, but the change was not significant.
15
Trends in satisfaction: Minicab office booking summary
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Minicab Office Average 68 67 70 74 72 75 80 79 71 75 81 77
Length of time to find your minicab 84 87 79 84 84 79 91 86 77 77 82 78
Helpfulness and efficiency of the staff at the minicab office 74 76 76 81 78 75 82 87 72 75 81 75
General condition of the minicab office 63 61 62 68 67 72 77 73 66 72 80 75
Personal safety at the minicab office 75 74 76 80 77 83 86 82 74 76 81 79
= significant increase/decrease year-on-year
Caution: Small base size (72 in 2014)
©TNS 2014
The average time waited for a minicab booked in person in an office continues to improve, down to just under 8 minutes this year.
16
Waiting time for Minicab in office
Significant increase/decrease year-on-year /
Please note: Data for 2012 / 2013 includes waiting time for both minicabs and executive cars. The 2014 data is for minicabs only.
4%
52%
16%
27%
9.86
5%
45%
27%
18%
8.12
7%
46%
24%
17%
7.64
<1 min
1-5 (Net)
6-10 (Net)
More than 10 (Net)
Mean
Time in minutes
Waiting time for minicab booked in the office
2012
2013
2014
©TNS 2014
Only a small proportion of taxi passengers booked by telephone. Satisfaction with telephone bookings among minicab passengers remains in line with 2013.
Trends in satisfaction: Telephone booking summary Taxi and Minicab phone bookers
Caution: Low base – Taxi (56)
Taxi Minicab
2011 2012 2013 2014 2011 2012 2013 2014
Telephone booking average 84 83 85 81 83 83 84 84
Ease of getting through on the booking number 82 82 85 82 85 85 85 86
Availability of a vehicle at the time required 81 84 85 81 84 84 85 84
The actual car arrival time compared to the expected car arrival time 85 84 85 81 82 83 83 82
Helpfulness and efficiency of the telephone operator 86 82 86 79 81 82 82 82
17
= significant increase/decrease year-on-year
©TNS 2014
Two passengers who waited at a taxi rank were refused service
19 passengers (2%) were refused service by a driver.
18
Don’t know / no reason (2)
Driver refusals (x) = number of mentions
Payment - did not accept card
(1)
Driver finishing their shift (1)
The taxi was going in the
other direction (8)
Don’t know / no reason (2)
Seventeen respondents who hailed a taxi were
refused service
Location / time of day
(3)
Distance was too short (2)
©TNS 2014
Mobile apps
4
19
©TNS 2014 20
Demographics – Minicab users booked via mobile app (2014)
Demographics - Minicab via mobile phone app (2014) Caution: Small base size (76)
2
22
47
17
11
Telephone/ Office
Younger passengers are more likely to book a minicab via mobile phone app than by telephone/office.
Just under 20% of passengers who booked a minicab via an app were using black cabs less often over the last year, switching to using minicab services more often instead.
3%
8%
2013 2014
Last journey - Minicab via mobile app
This year has seen an increase in the use of mobile apps to book minicab services.
Significant increase/decrease year-on-year / Significant increase/decrease booked via mobile app vs telephone/office
/
©TNS 2014
21
Passengers who booked via an app were more likely to be commuting / travelling for work than those who booked by telephone or through an office.
Journey purpose- Minicab via mobile phone app (2014) Caution: Small base size (76)
13
15
28
4
8
4
8
12
29
24
25
11
6
4
26
28
28
16
18
4
Minicab viatelephone
Minicab viaoffice
Minicab viamobile app
Commuting/ travelling for work To/from education To/from shopping
Visiting friends\relatives To/from personal business Leisure/holiday
Other
Significant difference minicab booked via mobile app vs office/telephone
/
©TNS 2014
Among Londoners, Addison Lee was the best known app.
Awareness of Mobile apps Londoners only
22
8%
21%
22%
28%
36%
54%
Climate Cars
Radio Taxis
GetTaxi
Hailo
Uber
Addison Lee
©TNS 2014
Fares and payment
4
23
©TNS 2014
The majority of passengers pay for their own journeys.
24
Fares: Who paid for the journey
77%
6% 5% 5% 5% 1%
I paid A family member Company Friend/ partner A colleague Taxicard/ Capital call
Taxis
80%
7% 6% 4% 2% 1%
I paid Friend/ partner A family member Company Someone else A colleague
Minicabs
©TNS 2014
A higher proportion of taxi passengers were given an estimate of the fare this year; the accuracy of the actual cost v. the estimate was similar to previous years.
Taxi fares: Advance cost information and actual costs Taxi
Significant increase/decrease year-on-year /
25
10%
13%
12%
17%
17%
22%
1%
3%
3%
14%
12%
9%
56%
55%
52%
2012
2013
2014
Cost information requested in advance
Yes, exactfare
Yes, givenestimate
Yes, butnot provided
Not requested(already know fare)
Not requested
57%
63%
56%
9%
8%
9%
23%
21%
28%
7%
5%
7%
2012
2013
2014
Actual costs matched estimated costs
Yes No - fare wasa lot more
No - fare wasa little more
No - fare wasa little less
No - fare wasa lot less
1%
28%
24%
14%
21%
12%
17.83
3%
21%
24%
12%
27%
13%
18.90
3%
19%
22%
15%
29%
12%
19.58
Up to £4.99
£5 - 9.99
£10 - 14.99
£15 - 19.99
£20+
Don't know/ prefer notto say
Mean
Actual payment
2012
2013
2014
©TNS 2014
75%
73%
79%
4%
6%
5%
15%
15%
11%
4%
4%
4%
2012
2013
2014
Actual costs matched estimated costs
Yes No, fare wasa lot more
No, fare wasa little more
No, fare wasa little less
No, fare wasa lot less
2%
24%
16%
13%
34%
11%
22.01
7%
24%
18%
11%
30%
12%
20.23
3%
21%
19%
10%
36%
11%
20.11
Up to £4.99
£5 - 9.99
£10 - 14.99
£15 - 19.99
£20 +
Don't know/ prefernot to say
Mean
Actual payment
2012
2013
2014
There was no real change in proportion given advance fare information or the accuracy of the information. The average minicab fare remained stable (in contrast to the average taxi fare which increased).
Minicab fares: Advance cost information and actual costs Minicab
Significant increase/decrease year-on-year /
26
41%
39%
44%
27%
24%
24%
3%
2%
2%
12%
19%
14%
17%
16%
14%
2012
2013
2014
Cost information requested in advance
Yes, givenexact fare
Yes, givenestimate
Yes, butnot provided
Not requested- already know fare
Not requested
©TNS 2014
Taxi passengers are significantly more likely to tip their drivers. Of those who do tip, minicab customers are likely to give slightly more than taxi users.
Do passengers tip their drivers? 27
44%
45%
5% 6%
60%
27%
6% 7%
Left a tip Did not tip driver
Prefer not to say Can't remember
Outer circle: Black cabs
2014
Inner circle: Minicabs
2014
82%
11%
2%
1%
3%
77%
13%
4%
0%
2%
Up to £4.99
£5 - 9.99
£10 - 14.99
£15 - 19.99
£20 - £24.99
Value of tip
Taxi
Minicabs
©TNS 2014
28
A higher proportion of minicab customers believe that taxi fares are about right this year. There was no significant difference in opinions between those who paid / did not pay for their own fare.
Fares: General opinion of fares Significant increase/decrease year-on-year /
General opinion of taxi fares
18
20
16
41
45
41
47
48
51
46
43
41
35
30
31
12
11
18
2012 black cab users
2013 black cab users
2014 black cab users
2012 minicab users
2013 minicab users
2014 minicab users
Much too expensive A little too expensive About right A little too low Much too low
©TNS 2014 29
This year, the proportion of taxi customers who believe minicab fares were much too expensive has decreased to just over 1 in 10.
Fares: General opinion of fares Significant increase/decrease year-on-year /
General opinion of minicab fares
15
20
14
12
13
12
47
42
46
43
45
44
38
37
39
43
41
43
2012 black cab users
2013 black cab users
2014 black cab users
2012 minicab users
2013 minicab users
2014 minicab users
Much too expensive A little too expensive About right A little too low Much too low
©TNS 2014
30
Over half of Londoners are aware that black cab fares vary by time of day. Of those aware, the majority know that black cab fares are charged at a higher rate between 10pm and 6am.
Fares: Awareness of fares
% yes
% Aware
Significant difference Londoner vs. Non-Londoner
/
48
59
52
42
Non-Londoners
Londoners
Aware black cab fares vary by time of day
Aware Not aware
39
51
61
49
Non-Londoners
Londoners
Aware black cab fares are charged at a higher rate for travel between 10pm and 6am
Aware Not aware
©TNS 2014
31
This year has seen a decrease in the proportion of taxi users who say that taxi passengers should be able to pay by card, although the majority still feel that they should be able to. The main concerns raised by those who disagreed were security and taking more time to pay.
Fares: Opinions on card payments
% yes
% very / quite likely
Significant increase/decrease year-on-year /
Taxi users Minicab users
Taxi users Minicab users
86 88 83 84 85 81
2012 2013 2014 2012 2013 2014
Should taxi customers be able to pay by card?
78 83 85 82 78 82
2012 2013 2014 2012 2013 2014
How likely would you be to pay for a taxi by card?
©TNS 2014 32
From a separate survey among taxi drivers, the main reason taxi drivers do not accept card payments were they believed passengers would be concerned about safety and security and find it easier to pay by cash.
16%
16%
12%
9%
7%
7%
5%
0%
37%
Don't feel it's safe/security mentions abouthaving card payment facility
P refer/eas ier to payed by cash
F ee for process ing credit/debit cards toohigh
P assengers are happy to pay cash
D ifficult/cos tly to ins tall machine/facility
P assengers should have the option
Machine ins talled in front seat
D rivers would be less likely to get tip
O ther Answer
P refer/ eas ier to pay by cas h
“They can order a credit card taxi if they want one.”
“I'm not against it but I don't think anybody should be forced, some of
us are a bit old fashioned like that.”
“…it is not worth taking card payments and having
to wait days for the money.”
“Takes too long to process.”
Reasons why taxi drivers think passengers should not be able to pay by card (AMONG TAXI DRIVERS)
Reasons why taxi drivers think passengers should not be able to pay by card Source: Taxi driver results CSS Taxi Licensee Survey 2013/14 Base: Taxi drivers (43)
© TNS 2014
Among Londoners as a whole, reasons why they believe they should be able to pay by card for black cab journeys are shown below:
34
82% think taxi users should be able to pay by card
Easier / Easier way to pay
Convenience
Don’t always have (enough) cash
Safety
29%
18%
14%
17%
Saves carrying cash
No need to find cash machine 8%
7%
NB: Comments below 5% not shown on slide
Q58 Do you think black cab customers should be able to pay by credit/debit card in all black cabs in London? (Londoners only)
© TNS 2014
Examples of why Londoners believe they should be able to pay by card are shown below:
33
82% think taxi users should be able to pay by card
It helps both the customer and the cab driver […] drivers don’t have to turn down fares
Everywhere else accepts cards, it just seems to go with the times
Because it's easier, more convenient and safer than carrying cash.
I like to know that if I am out late I can get into any black cab without having to find a cash machine
More convenient for both driver and passenger - saves trying to find a cash machine!
It is a faster way to pay and avoids delays
Opinions on card payments (Londoners only)
There is a 50:50 split between taxi drivers currently accepting vs. not accepting card payments. Among taxi passengers, the vast majority believe that they should be able to pay by card and claim they would be likely to use this method.
35
Views on card payments Source: Taxi driver results from CSS Taxi Licensee Survey 2013/14 Base: Taxi drivers (150); Taxi passengers (582)
Whether accept card payments (AMONG TAXI DRIVERS) Views on taxis accepting card payments
AMONG TAXI PASSENGERS 2014
30%
21%
49%
Accept card payments
Do not accept card paymentsbut think passengers should beable to pay by card
Do not accept card paymentsand do not think passengersshould be able to pay by card
83% 85%
Think customersshould be able to pay
by card
Likely to pay for a taxiby card
©TNS 2014
Green/ Low Emission Vehicles
5
36
©TNS 2014
37
Taxi and minicab users equally endorsed the importance of green/low emission vehicles, but minicab customers are less willing to pay higher fares for green vehicles.
Green / low emission vehicles
%Very/Somewhat important
% Yes
Taxi users Minicab users
Taxi users Minicab users
69% 69%
2014 2014
How important is it that the vehicle you are travelling in is green/low emission?
24% 15%
2014 2014
Would you be willing to pay a higher fare to travel in a green/low emission vehicle?
Over a quarter (26%) of PHV operators and just under 10% of PHV drivers were using hybrid/full-electric vehicles in 2013. Likelihood of purchase reflects current usage; a slightly higher percentage of operators expressing an interest in buying hybrid vehicles in 2013, compared to drivers.
38
Likelihood of private hire operators and drivers to purchase hybrid electric or full electric vehicle in the next 12 months
Likelihood to purchase hybrid / full electric vehicle in the next 12 months Source: Data from CSS Taxi Licensee Survey 2013/14 Base: PHV Drivers (150), PHV Operators (100)
2% 5%
55% 38%
10% 20%
17% 17%
16% 20%
PHV Drivers PHV Operators
Very likely
Somewhat likely
Somewhat unlikely
Very unlikely
Don't know
©TNS 2014
Frequency of use
6
39
©TNS 2014
There was very little change in frequency of use of taxis or minicabs compared to last year; taxi use is still below 2012 levels. Two in five said they had used an un-booked minicab in the last 12 months.
Frequency of usage in general
4
2
3
2
3
2
3
3
3
11
8
7
7
7
8
8
7
8
10
11
11
8
9
9
8
8
9
14
14
11
16
15
16
12
10
11
9
11
11
14
18
16
8
9
10
12
12
14
16
15
16
9
8
9
11
11
12
13
12
12
9
9
7
8
6
7
6
6
6
5
5
5
8
8
7
6
4
4
8
5
7
12
16
16
12
11
11
32
35
31
Taxi (2012)
Taxi (2013)
Taxi (2014)
Booked minicab (2012)
Booked minicab (2013)
Booked minicab (2014)
Unbooked minicab (2012)
Unbooked minicab (2013)
Unbooked minicab (2014)
5+ days a week 3-4 days a week Two days a weekOnce a week About once a fortnight About once a monthOnce every 2-3 months Once every 4-6 months Once every 7-12 monthsLess often / never
%
Significant increase/decrease year-on-year /
40
©TNS 2014
This year has seen an increase in the percentage of minicab customers who reported that they were using the service more often.
Behaviour change (last 12 months)
%
Significant increase/decrease year-on-year /
41
17
19
21
19
22
28
16
16
16
57
57
56
60
57
56
60
60
56
26
24
23
22
21
17
25
24
28
Taxi (2012)
Taxi (2013)
Taxi (2014)
Booked minicab (2012)
Booked minicab (2013)
Booked minicab (2014)
Unbooked minicab (2012)
Unbooked minicab (2013)
Unbooked minicab (2014)
More often About the same Less often
© TNS 2014
Why are minicab passengers using the service more often?
43
28% Of Minicab users have used the service more often in the last year
Q7c2 Why have you used minicabs more often than 12 months ago?
Occasion – Going out more/Used for work/Hospital visits/Shopping
Cost – Competitive rates/fare is fixed/Cheaper
Convenience –easier to book/quicker/efficient
Apps
Service – Reliable, safe, Good service
36%
19%
19%
19%
3%
© TNS 2014
Examples of why minicab passengers are using the service more often are shown below:
42
28% Of Minicab users have used the service more often in the last year
The ease of booking them makes it much easier. Also, the additional security of
using an app & getting driver details in advance
I have been using Uber cabs, they are cheaper than a black
cab and I like that I can check the amount before I
decide to get a cab.
Convenient, good rates and quick service
Booked through apps such as minicabster so you can
compare prices of different cab firms - keeps the prices
competitive
Very reliable and helpful. Charge a set fee and do not charge for waiting in traffic
Easier to book and can use a credit card as I never have
cash
Q7c2 Why have you used minicabs more often than 12 months ago?
©TNS 2014
Appendix A: Sample profile
A
44
©TNS 2014
45
The taxi and minicab Customer Satisfaction Survey has been conducted yearly since 2002. GfK NOP conducted the survey from November 2004. In June 2010, the TfL Customer Satisfaction Survey Programme was transferred from GfK to TNS. The taxi and minicab CSS was not conducted in 2010/11. 2011/12 was the first year the survey was carried out by TNS. The methodology used was changed from previous waves; previously, residents were surveyed by telephone. Today, the survey is conducted using two data collection methods: online (using panel) and face-to-face CAPI. The methodology is split to enable the collection of data from Londoners (online) and non-Londoners (CAPI). Respondents in both groups had to have used a taxi or minicab in the preceding fortnight. In Q3 2014/15 all fieldwork took place between 21st September and 22nd October.
Taxis and minicabs are allowed to be distributed naturally from the sample, based on the last trip made. Results have not been weighted. A number of satisfaction ratings are collected, with a score from 0-10, these have been multiplied by a factor of 10 to provide an index out of 100. Significance testing is only carried out on individual measures, not on composites/ averages
Interviews Achieved
Non-Londoners (face-to-face) 257
Londoners (online) 751
TOTAL 1008
Background and Methodology
©TNS 2014
There was little demographic variation in taxi users between 2013 and 2014.
46
Demographics Taxi
Demographics – Taxi
46
45
48
54
55
52
2012
2013
2014
Gender
Male
Female
11
14
11
88
85
88
2012
2013
2014
Disability
Any
None
3
2
3
19
18
21
56
58
54
13
13
13
8
10
9
2012
2013
2014
Age
16-19
20-29
30-54
55-64
65+
©TNS 2014
The demographic profile of minicab passengers has shifted away from 30-54yr olds towards younger and older users in 2014.
47
Demographics – Minicab
Demographics Minicab
Significant increase/decrease year-on-year /
39
38
34
61
62
66
2012
2013
2014
Gender
Male
Female
16
19
16
81
80
81
2012
2013
2014
Disability
Any
None
Prefer notto say
4
2
3
24
21
26
55
57
49
12
12
14
5
8
9
2012
2013
2014
Age
16-19
20-29
30-54
55-64
65+
©TNS 2014
Over half of the sample had used a taxi (rather than a minicab) for their most recent journey. This year has seen an increase in the use of both the internet and mobile apps to book services. NOTE: This question was used to define ‘taxi users’ and ‘minicab users’ in this report.
Type of taxi/ minicab most recently used – Sample profile
56%
44%
Taxi
Minicab
Significant increase/decrease year-on-year /
48
35%
14%
6%
2%
2%
27%
5%
2%
3%
33%
12%
6%
3%
3%
26%
7%
3%
8%
Taxi hailed on the street
Taxi from a taxi rank
Taxi via a telephone booking
Taxi via internet
Taxi via mobile phone app
Minicab through a telephone booking
Minicab from a cab office or kiosk
Minicab via internet booking
Minicab via mobile phone app
Most recently used
2013
2014
©TNS 2014
Journey routes – Taxi
49
London boroughs – Journey routes Taxi
Taxi 2013 Where did you end your journey?
Base: 569 Inner London Outer London Outside of London
Where did you start your journey?
Inner London 74% 8% 2%
Outer London 7% 7% 1%
Outside of London 1% * *
Taxi 2014 Where did you end your journey?
Base: 569 Inner London Outer London Outside of London
Where did you start your journey?
Inner London 68% 11% 1%
Outer London 7% 10% *
Outside of London * * 1%
©TNS 2014
Journey routes – Minicabs
50
London boroughs – Journey routes Minicabs
Minicab 2014 Where did you end your journey?
Base: 439 Inner London Outer London Outside of London
Where did you start your journey?
Inner London 36% 10% 2% Outer London 14% 31% 4%
Outside of London 1% 2% 1%
Minicab 2013 Where did you end your journey?
Base: 439 Inner London Outer London Outside of London
Where did you start your journey?
Inner London 33% 11% 2% Outer London 15% 32% 4%
Outside of London 0% 0% 2%
©TNS 2014
16%
17%
2%
6%
17%
6%
0%
27%
7%
14%
16%
2%
8%
13%
8%
1%
29%
9%
15%
18%
2%
11%
11%
6%
0%
29%
7%
Commuting to/from work
To/from employers business
To/from education
To/from shopping
To/from visiting friends or relatives
To/from personal business (e.g. bank/doctor)
Taking or collecting a child
To/from leisure or holiday
Other
Journey purpose
2012
2013
2014
Journey purpose - Taxi
51
Journey purpose Taxi
©TNS 2014
Journey purpose - Minicab
52
Journey purpose Minicab
10%
8%
2%
8%
24%
6%
1%
25%
16%
12%
8%
1%
9%
22%
6%
0%
24%
17%
10%
6%
2%
6%
27%
8%
1%
26%
15%
Commuting to/from work
To/from employers business
To/from education
To/from shopping
To/from visiting friends or relatives
To/from personal business (e.g. bank/doctor)
Taking or collecting a child
To/from leisure or holiday
Other
Journey purpose
2012
2013
2014
©TNS 2014
Appendix B
B
53
©TNS 2014
Nearly one quarter of Londoners (24%) were spontaneously aware that Transport for London is responsible for licensing taxis (black cabs) in London.
54
Awareness of taxi operator licensing by TfL (Londoners) Base (751)
1%
1%
1%
1%
1%
2%
2%
2%
3%
5%
24%
45%
DVLA
City of London
Westminster
London boroughs
London transport
Hackney carriage
Public Carriage Office
Government
Local / London council
The Mayor's office
Transport for London
Don't know
©TNS 2014
…a slightly lower percentage (22%) of Londoners knew Transport for London was responsible for licensing minicabs in London.
55
Awareness of minicab operator licensing by TfL (Londoners) Base (751)
1%
1%
1%
1%
1%
1%
3%
3%
5%
22%
49%
London boroughs
DVLA
City of London
London transport
Public Carriage Office
Hackney carriage
Government
The Mayor's office
Local / London council
Transport for London
Don't know
©TNS 2014
56
Comparison of overall satisfaction across modes Overall satisfaction for the majority of modes improved in Q2 2014/15, with Tramlink, DLR, Bus Services and London Overground achieving new high scores.
Comparison of overall satisfaction across different TfL modes over time
*DLR Q2 2012/13 satisfaction not shown due to reduced fieldwork because of The 2012 Games.
= significant increase/decrease since the previous quarter
84
90
86
82 85 85
84 85
83 83
81 81
84
79 81 82
80
65
70
75
80
85
90
95
Q107/08
Q2 Q3 Q4 Q108/09
Q2 Q3 Q4 Q109/10
Q2 Q3 Q4 Q110/11
Q2 Q3 Q4 Q111/12
Q2 Q3 Q4 Q112/13
Q2 Q3 Q4 Q113/14
Q2 Q3 Q4 Q114/15
Q2 Q3
Overall Satisfaction Q2/3 14/15
London Underground London Overground Tramlink DLR* Bus Service Taxi Minicab
©TNS 2014
57
Comparison of value for money across modes Satisfaction with value for money peaked in Q2 2014/15, with all modes except London Overground experiencing increases in this measure. Taxis and Minicabs have historically performed relatively well on this measure and continue to improve over time.
Comparison of value for money across different TfL modes over time
*DLR Q2 2012/13 not shown due to reduced fieldwork during The 2012 Games.
= significant increase/decrease since the previous quarter
80
73
70
74
79
73
75 75
76
72
76 77
78
55
60
65
70
75
80
85
90
Q12011/12
Q2 Q3 Q4 Q12012/13
Q2 Q3 Q4 Q12013/14
Q2 Q3 Q4 Q12014/15
Q2 Q3
Tramlink London Overground London Underground Bus Services DLR Black Cabs Minicabs
©TNS 2014
Appendix C: Drivers of satisfaction (2013)
C
58
©TNS 2014
In 2013 analysis was carried out to identify which measures are most important to customers, in terms of driving overall satisfaction. For Londoners, value for money and behaviour of the driver (helpfulness and professionalism) are relatively more important than all the other measures.
More important to customers
Less important to customers
Londoners
Based on Shapley regression analysis of satisfaction data from taxi and minicab users in 2013
19%
8%
8%
8%
7%
6%
6%
6%
6%
6%
6%
5%
5%
4%
Value for money
The driver was approachable and helpful
The ease of making the journey
The driver was professional and gave me confidence
The driver taking the best route for that journey
The overall appearance and hygiene of the driver
Your feeling of personal safety during the journey
The standard of driving
The smoothness and comfort of the ride
The time taken to complete your journey compared with what youexpected
Your comfort inside the vehicle (seating, temperature etc.)
The interior cleanliness of the vehicle
The ease of getting in and out of the vehicle
The state of repair of the vehicle
©TNS 2014
Based on data from taxi and minicab users in 2013
Londoners
Value for money is shown to be important to Londoners who use taxis and minicabs, but has relatively low satisfaction. Conversely driver’s professionalism and ease of making the journey are relative strengths as they have been shown to be both important and an area where taxis and minicabs perform relatively well.
Performance
Imp
orta
nce
Value for money
Driver was approachable and
helpful
Ease of making the journey
Driver was professional Driver taking the best route
Overall appearance and hygiene of the driver
Personal safety during the journey
Standard of driving
Smoothness and comfort of the ride
Journey duration
Comfort inside the vehicle
Interior cleanliness of the vehicle
Ease of getting in and out
State of repair of the vehicle
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
76 78 80 82 84 86 88 90 92 94
©TNS 2014
A similar analysis was carried out to identify which measures are most important to Non- Londoner customers, in terms of driving overall satisfaction. For Non-Londoners, attributes to do with the driver’s attitude are the most important, particularly the driver being approachable, helpful and professional. This is notably more important than value.
More important to customers
Less important to customers
Non Londoners
Based on data from taxi and minicab users in 2013
25%
17%
11%
8%
7%
6%
4%
4%
4%
3%
3%
2%
2%
2%
The driver was approachable and helpful
The driver was professional and gave me confidence
The standard of driving
The ease of making the journey
The ease of getting in and out of the vehicle
The time taken to complete your journey compared with whatyou expected
The smoothness and comfort of the ride
Your feeling of personal safety during the journey
The driver taking the best route for that journey
Value for money
The overall appearance and hygiene of the driver
The interior cleanliness of the vehicle
Your comfort inside the vehicle (seating, temperature etc.)
The state of repair of the vehicle
©TNS 2014
Non Londoners
For Non Londoners, the driver being approachable and professional are relative strengths for taxis and minicabs, these are both areas that are shown to be important as well as areas where performance is good.
Performance
Imp
orta
nce
Based on data from taxi and minicab users in 2013
Driver was approachable and
helpful
Driver was professional and gave me confidence
Standard of driving
Ease of making the journey
Ease of getting in and out Journey duration
Smoothness and comfort of the ride
Personal safety during the journey Rriver taking the best
route Value for money Overall appearance and
hygiene of the driver
Interior cleanliness of the vehicle
Your comfort inside the vehicle
State of repair of the vehicle
0%
5%
10%
15%
20%
25%
30%
75 76 77 78 79 80 81 82 83 84 85