When faced with a proliferation of transport options by 2030, consumers will dictate the popularity of transport modes. Their preferences will force service providers to consider offering experiential factors to their journeys. Journey aspects that are secondary to today’s basic need for transportation will become much more important, and in many cases, will have a noteworthy influence on a consumer’s chosen mode of transport.
In this paper, we present Ricardo’s approach to understanding consumer attitudes towards various transport options, and to assess the impact that these attitudes have on the popularity of future, smart and connected mobility options. Our findings suggest that future leading mobility service providers will consider a holistic view of the market and technology, and have a thorough understanding of consumers and their journey preferences.