User profiles and adoption attributes of innovative bike-sharing systems: the case of BiciMAD (Madrid)

Bike-sharing nowadays is a must-have element of the urban transport system that is changing mobility patterns in cities worldwide. BiciMAD, introduced in Madrid in June 2014, is an example of the latest generation (demand responsive multimodal systems), a unique technology at the moment of implementation and a new element in the urban mobility of Madrid. It is also a relatively new topic of academic research, thus many issues have not yet been analysed in detail. Accordingly, the introduction of BiciMAD may be considered relevant in at least two aspects: locally, as a new (active and eco-friendly) mode of transport in the specific context of Madrid, and universally, as one of the first large fleets of bicycles with electric pedal assistance (pedelecs) and as a unique smart service configuration, including advanced mobility management measures. The present dissertation aims to respond to these research gaps. It comprises three main parts that follow the conceptual line of (1) reviewing the circumstances that influence the transition towards the massive use of bicycles and exploring the evolution of bike-sharing schemes in cities, (2) analysing a recently introduced pedelec-sharing system through user and non-user surveys and statistical methods, as well as (3) making conclusions to extend knowledge about potential user profiles, the bike-sharing adoption process and impacts on mobility in order to better understand the bike-sharing phenomenon and related travel behaviour. A combination of personal intercepts and online questionnaires has been employed to study user (and some non-user) characteristics in three survey phases (2014: 1859 responses; 2015: 584; 2016: 534), including a before-and-after panel survey (205 responses). Statistical methods (factor analysis, cluster analysis, measures of correlation) have been applied to identify and typify groups of (non-)users, as well as reveal the determinants and evolution of their willingness to use the service. For the analysis of bike-sharing as a new element in the urban transport system, the Innovation Diffusion Theory has been applied and amended by the employment of cycling familiarity as a potential adoption attribute. Outcomes indicate that the diffusion of bike-sharing is different from typical innovation adoption processes. One of the main conclusions is that those who report an experience of riding a bicycle in the city centre mostly are among the first and last adopters. Impacts of BiciMAD on individual travel behaviour (mode choice, bicycle use, etc.) and urban mobility patterns (modal shift, number of trips, etc.) have also been examined. Findings indicate that it has contributed to promote active travel and improve cycling culture. It has also increased mobility (total number and distance of trips) and decreased perceived travel time, which may be considered a key impact of bike-sharing