North Carolina’s On-Demand Microtransit Service Increased Ridership by 58 Percent.
State Study Assessed a Year-Long Demonstration of Microtransit Service in Wilson, North Carolina.
Wilson
Transforming Public Transit with a Rural On-Demand Microtransit Project
Summary Information
In 2020, the City of Wilson, North Carolina, replaced its existing fixed route transit system with an on-demand microtransit service called RIDE. The change aimed to expand service coverage and reduce wait times for its users, thus increasing access to jobs, healthcare, and other services in a rural area. Microtransit allows riders to request a trip at any time during hours of operation, with a vehicle meeting them at a pickup location and transporting them to their destination. This study summarized the development, evolution, and evaluation of the RIDE service comparing ridership in March 2021 (the beginning of an expanded service hours demonstration) to that in February 2022 (the end of demonstration).
METHODOLOGY
At the time of its opening, RIDE provided service between 7:00 a.m. and 6:00 p.m., Monday through Saturday, with each ride costing a $1.50 flat fare for a single, one-way ride. In March 2021, RIDE’s weekday service hours expanded (5:30 a.m. to 7:00 p.m.). The study analyzed RIDE’s performance during the expanded hours demonstration, including key metrics of completed rides, average utilization, percent of demand met, average estimated time of arrival in minutes, and unique riders. Numerous public engagement and outreach campaigns were also conducted. An online rider survey from November 21 to December 21, 2021, received 91 responses about riders’ demographic data and their experience with RIDE.
FINDINGS
- Results from the ridership data showed a 58 percent increase in monthly completed rides from 9,000 rides (March 2021) to 14,200 rides (February 2022).
- In addition, RIDE’s capability of meeting demand increased from 94 percent (March 2021) to 99 percent (February 2022).
- Of 91 survey respondents, 94 percent noted that they would be disappointed if they could no longer use RIDE services.
- When asked about benefits they had experienced due to the RIDE service, 74 percent of respondents noted saving money, 40 percent noted reduced commute/travel time, and 23 percent noted better access to employment opportunities.
