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Maru/vcr&c proposal

Cycling Poll, 2016 MARU/VCR&C via the Measuring Torontonians' interest in a Safer Cycling Network This research was commissioned by Evergreen in partnership with Cycle Toronto, Toronto Centre for Active Transportation, and the Metcalf Foundation.
• Background & Methodology• Support for the "Safer Cycling Network"• Needs assessment: urgency for cycle infrastructure• Perceived Benefits: — Safety— Enablement of cycling— Diversification of transportation options

Objectively measure interest in a Toronto-wide cycling network among a representative cross section of Toronto.
Torontonians, 18+/ Representative by age, gender and region according to Statistics Canada.
Data weighted to age, gender, and borough by 2011 census. Sample Size
Torontonians were surveyed between April 22nd and May 2nd, 2016Survey fielded on the Angus Reid Forum. The survey results are accurate within 2.4% 19 times out of 20. Steps taken to ensure utmost data integrity:• Representative: — The results are representative of age, gender, and population size by borough according to census. Sample was both balanced at invitation outgo, as well as weighted upon completion. — The survey invitation was sent blinded. There was no mention of cycling or anything related in the subject line, invitation, or prior to introducing the subject matter. • Industry Leading Sample Quality: — The Angus Reid Forum panel was used to field the study. It is known for in-depth profiling and rigorous quality control with minimal panel pollution and fatigue.
— Angus Reid Forum uses a multi-pronged recruit strategy to gather a diverse and engaged cross-section of the population with a focus on quality rather than quantity. Angus Reid is a household name in Canada so many of our panelists (about 11%) simply — Our Panelists remain engaged both during and in-between surveys. We send monthly newsletters featuring recent poll highlights and news results as well as offering incentives to build interest and maintain participation.
— We have a tighter definition of what constitutes an ‘active' member than the industry standard. An ‘active' member for our Voice of Market communities is defined as a someone that has participated in at least one survey or updated his/her profile, or registered to join the panel within the last 5 months (the proposed ISO standard suggests 12 months).
— We have correctly predicted the results of 17 consecutive Canadian and US regional and national elections with a higher level of accuracy than all our competitors. Elections are one of the few occasions in which research findings are tested against real outcomes. The Canadian panel specifically was vetted by the Grand Mean test through MKTG. Inc and proven to be of the highest quality, — The research was conducted by MARU/VCR&C's Public Affairs consulting division which is a global company headquartered in Toronto. MARU/VCR&C, formerly the Research & Consulting division of Vision Critical, is a professional services firm that helps its clients improve business outcomes by being more empathetic to their customers. We deliver our services through teams of sector-specific research consultants that have technology in their DNA, specializing in the use of Insight Community technology.
Our research drives decision making across all aspects of customer experience, including innovation, product, branding, commercialization and communications.
— The research was led by Lucas Melbye, Research Director, and Yasmin Omidvar, Sr. Research Manager. Sample Profiling* Old Toronto
North York
East York
(Weekly to Daily) 50% of Torontonians have ridden a bicycle at least once in the past year. These (Bimonthly to Monthly) are defined as ‘cyclists' for the sake of this report. *Sample weighted to age, gender, and borough of Toronto. Outgo balanced.
TRANSPORTATION_MODES. In good weather, how frequently do you use each of the fol owing modes of transportation: Cycling? CYCLIST. Have you ridden a bicycle at least once in the last year? Support for the "Safer Cycling Network" What is the "Safer Cycling Network"? Safer Cycling Network: An inter-connected series of bike lanes, cycle tracks, multi-
use trails, and shared roadways in Toronto which would provide seamless access to different parts of the city. It is not limited to just the downtown core and would also include North York, Etobicoke, and Scarborough. This network was started in 2001 but is far from complete, especially outside of downtown. The goal of the City of Toronto's new Cycling Network Plan is to fill in the gaps, add more routes, and enhance existing routes.

of Torontonians are "strongly" or "mostly" in favour of the idea of the safer cycling network Base: All Respondents (n=1603) QSUPPORT. Based on the description provided, which of the following best describes your support for the idea of a "Safer Cycling Network".

90% "Even though I bicycle, I recognize the role they can play in reducing car 81% traffic on our roads." Strongly/mostly in favour of the idea… Among Non-Cyclists Base: All Respondents (n=1603) Cyclists (n=778), Non-cyclists (n=825). QSUPPORT. Based on the description provided, which of the following best describes your support for the idea of a "Safer Cycling Network".

86% Scarborough 88% Strongly/mostly in favour of the idea… Base: All Respondents (n=1603) East York (n=97), Etobicoke (n=172), North York (n=281), Scarborough (n=245), Toronto (n=703), York (n=105) QSUPPORT. Based on the description provided, which of the following best describes your support for the idea of a "Safer Cycling Network".
The reasons for support / opposition are multi- dimensional. Easing congestion is key for both. Reasons for Supporting or Opposing "Why I Support the Network" "Why I Oppose the Network" "Takes too much of the "If there were safer cycling Improving safety will road which will cause routes, a lot more people more traffic congestion would cycle, getting more because the cars have cars off the road." "Half the year is cold. it "More bikes = fewer cars = takes up car lanes and The weather does better traffic movement." wouldn't be used half the "Cycling is environmentally "It is dangerous to have friendly; let's make it safe Unsafe for cyclists cyclist on the road with the and encourage more people to cycle." "Toronto needs more ways "ALL cyclists need to be licensed and insured. If they want to be on the roads, they Torontonians need "It fills the transit gaps" need to follow they same rules that I have to, by law. " Base: Al Respondents (n=1603) QSUPPORT_WHY. What makes you ["favour" or "oppose"] the idea of a Safer Cycling Network? Open ended.

The need for infrastructure is urgent and felt by non- 68% Etobicoke 61% (Strongly Agree/Agree) The City of Toronto needs to create better Among Non-Cyclists bike infrastructure urgently Base: Al Respondents – Total (n=1603); Cyclist (n=778), Non-Cyclist (n=825), East York (n=97), Etobicoke (n=172), North York (n=281), Scarborough (n=245), Toronto (n=703), York (n=105) QCYCLE_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements in the context of cycling in Toronto.
There is an immediacy underlying the demand 64% "I see this as something that may move swiftly towards safe biking for the city. The delay in everything, all the time, I (Strongly Agree/Agree) find frustrating, so tend to (A Safer Cycling Network…) is something I want to become disengaged." see built immediately Base: Al Respondents – Total (n=1603) QSUPPORT_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements. A "Safer Cycling Network" .
What level of funding is most appropriate? The City of Toronto currently spends $336 Million dollars per year on Transportation. Out of that budget, which do you feel is the most appropriate level of spending per year for the "Safer Cycling Network"? The majority of Torontonians want increased investment in cycling Most Appropriate Investment: Safer Cycling Network 2.4% the current level per year. Wil complete the network in 19 years 67% of Torontonians feel an investment of 4.8% or more 3.6% to complete the network in 13 years in a timeframe of 9 years or less is appropriate 4.8% to complete the network in 9 years 7.5% to complete the network in 6 years to complete the network in 3 years or less Base: Al Respondents (n=1603) QINVESTMENT_LEVEL_NETWORK. The City of Toronto currently spends $336 Mil ion dol ars per year on Transportation. Out of that budget, which do you feel is the most appropriate level of spending per year for the "Safer Cycling Network"? Alleviating safety concerns It is widely acknowledged that cyclists need better protection from vehicles transportation is entitled to a safe (Strongly Agree/Agree) Cyclists need better protection from motor vehicle traffic in Toronto Base: Al Respondents – Total (n=1603) QCYCLE_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements in the context of cycling in Toronto.
Torontonians perceive the Network as a way to That a Safer Cycling Network would reduce fatalities from car/bicycle collisions.
That a Safer Cycling Network would make Toronto's roads safer for all Base: Al Respondents – Total (n=1603) QSUPPORT_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements. A "Safer Cycling Network" .
There is near unanimous support for the idea of Support for Ending Traffic Fatalities Somewhat support% Support* Cycling is a great environmental y friendly way of getting around town, but it's currently very unsafe in a lot of areas. There are always cyclists getting seriously injured or kil ed by vehicles. " Significantly higher Base: Al Respondents – Total (n=1603); Cyclist (n=778), Non-Cyclist (n=825); East York (n=97), Etobicoke (n=172), North York (n=281), Scarborough (n=245), Toronto (n=703), York QTRAFFIC_FATALITIES. Which of the fol owing describes your feelings towards a City of Toronto decision to adopt the goal of eliminating traffic fatalities and serious injuries? Reducing barriers to enable cycling There is an opportunity to enable Torontonians to seamless route limits my wil ingness to cycle more often. I do (Strongly Agree/Agree) not want to be fighting I wish I could ride my bicycle more often for space and right of than I currently do way with vehicles" Base: Al Respondents – Total (n=1603) QCYCLE_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements in the context of cycling in Toronto.
More than half of cyclists do not like riding in traffic and will only do so separated from traffic or on low Riding Comfort Levels I don't like riding in " ersonally don't traffic and will only ride on low speed ride on the streets roads, or separated I'm comfortable in traffic but prefer Base: Cyclist – Total (n=778) QCYCLE_PATH_PERSONA. Which of the fol owing best describes you as a cyclist? Cycling as a means of transportation Getting Toronto moving is about leveraging all four modes of transportation, especially transit How much do you agree or disagree that the following are ways to get Toronto moving? % Strongly Agree/Agree Base: Al Respondents (n=1603) Q_MOVING. How much do you agree or disagree that the fol owing are ways to get Toronto moving? Cycling is a means of diversifying transportation options for Torontonians That more bicycle lanes physically separated from motor-vehicles would make traffic move better That a Safer Cycling Network is an important way to get Toronto moving faster 61% (Strongly Agree/Agree) That a Safer Cycling Network would alleviate crowding on the TTC Base: Al Respondents – Total (n=1603) QCYCLE_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements in the context of cycling in Toronto. QSUPPORT_ATTITUDES. Please indicate how much you agree or disagree with the fol owing statements. A "Safer Cycling Network" .
• There is broad support for the idea of the "Safer Cycling Network": — 86% in favour— Support for the Network is consistently high across boroughs (the lowest level of support being Etobicoke at 79%) • Accelerated funding feels appropriate for a majority of Torontonians: — 67% of Torontonians feel an investment of 4.8% or more per year in a timeframe of 9 years or less is appropriate. • The benefits are multi-dimensional: — Increased safety— Enabling Torontonians to cycle more— Diversification of transportation options Research Director MARU/VCR&C direct +1.416.642.2085 / mobile +1.647.209.1626 Most Torontonians use more than one mode of transportation to get around Transportation Mode Used (in good weather) Frequently = Almost weekly to daily frequently use transit Base: Al Respondents (n=1603); QTRANSPORTATION_MODES. In good weather, how frequently do you use each of the fol owing modes of transportation?

Source: https://www.cycleto.ca/sites/default/files/Angus-Reid-Forum-Cycling-Poll-May-2016.pdf