To gain a better understanding of the usage of shared micro-mobility services in Gothenburg, Point has conducted a user study on behalf of Gothenburg municipality. The aim was to map out who uses the bike-sharing system "Styr & Ställ" and shared electric scooters and for what type of trips. The study also aimed to increase understanding of why users choose shared micro-mobility services and what mode of transportation they would use if the current micro-mobility service was not available.
To best meet the purpose of the assignment, Point conducted a study that combined three different methods. The study involved quantitative and qualitative interviews with users of shared electric scooters and the bike-sharing service Styr & Ställ in Gothenburg. Point also conducted a mapping of pre-existing knowledge and secondary data related to shared micromobility, both within Sweden and beyond its borders.
Quantitative and qualitative methods have been used in combination to generate a more comprehensive result and contribute to as realistic insights as possible. The qualitative interview study was conducted during the spring of 2022 and consisted of two different interview methods. Firstly, interviews were conducted in different locations around the city with a total of 50 users. Of the 50 respondents, 22 used electric scooters and 28 used Styr & Ställ.
In addition to the interviews on site, 27 qualitative in-depth interviews were conducted with the aim of deepening the insights from the interviews on site and gaining a better understanding of users’ motivation patterns, needs and driving forces. The quantitative interview study was conducted during the autumn of 2022 and is based on 369 interviews on site. The interviews were conducted in 10 different locations in September 2022. Of the 369 respondents, 150 used electric scooters and 219 used Styr & Ställ.
The quantitative insights in the study were used to generalize the result on the usage of shared micro-mobility services, while the qualitative insights have resulted in a deeper understanding of users’ motivations and driving forces related to the choice of mode of transportation. Based on the collected insight material, Point developed four behavioral groups that can be used to better understand users’ needs. The collected insights were compiled in a final report and delivered together with raw data to the traffic office in early November 2022.
The combination of a qualitative and quantitative user study has resulted in a better and deeper understanding of users’ travel behaviors. The result will be used to strategically develop and adapt shared micro-mobility services in Gothenburg to better meet users’ needs and conditions.