Awareness of users of urban public transport in the metropolis

The subject of the study is the segmentation of urban transport users based on transport behavior, which makes it possible to clarify the strengths and weaknesses of user awareness work. The main hypothesis of the study is that users are underinformed due to the well–established practice of informing the public, namely, with a predominant focus on the mass media as an intermediary in the transmission of information. However, mass media can help convey information to as many people as possible, make the fact known to many, but their capabilities are limited in order to take into account the specifics of individual groups or categories of consumers of transport services in the process of informing. To solve the problem, it is proposed to explore options for segmentation of consumers based on the characteristics of the transport behavior of citizens, highlighting the frequency of transport use and the purpose of the trip as signs of segmentation that have the greatest similarity.The study uses sociological methods – expert interviews, focus groups and a questionnaire survey of users. The results of the study were obtained explaining the shortcomings of the traditional information policy – informing without taking into account the specifics of the target groups of users of public transport and road transport infrastructure, the lack of discussion of problems in information messages. The strengths and weaknesses of the information work of the Moscow Department of Transport have been identified. The management of the Deptrans information unit is recommended to provide, along with general information to all residents of the capital (by transmitting messages to all media), information messages prepared for individual target groups, having previously identified such groups based on an analysis of the transport behavior of residents of Moscow and the Moscow region. Areas of work to eliminate deficits: 1. The official website of Deptrans, its Telegram channels and chatbot "Alexandra", which are not popular among residents of the capital. 2. The formality of information ("reporting") instead of considering problems taking into account the opinions of various groups of users of urban transport. 3. Using the experience of the world's megacities: • User surveys by independent organizations •Regular interviewing of experts, both individual and institutional, i.e. from independent, non-profit organizations•Attitude to planned projects 4. Proactive informing – both of a positive and preventive nature – in which news that is interesting to specific groups of users of OT and DTIM will be distributed by them (through word of mouth channels).