THINK! Cycling evaluation
© TNS January 2014THINK! Cycling evaluation
January 2014
THINK! Cycling evaluation
© TNS January 2014Contents
2
1
Campaign aims and background
2
Overview of key findings
3
Campaign awareness and take out
4
Cause and responsibility for cycling
accidents
5
Driver knowledge and behaviour
6
Cyclist knowledge and behaviour
7
THINK! Cycling evaluation
© TNS January 20141
THINK! Cycling evaluation
© TNS January 2014Context
Cycling KSIs have increased year on year for the last 8 years, at a rate higher than traffic
increases - as such, the first adult cycle safety campaign launched in September 2012
In 2013 DfT worked with TfL to scale up cycling safety activity, with the objectives of
encouraging drivers and cyclists to re-appraise their behaviours and increase awareness for
other road users by providing tips:
encouraging drivers to look out for cyclists
THINK! Cycling evaluation
© TNS January 2014Campaign activity
The key messages developed for the campaign were:
Drivers, look out for cyclists when getting out
Cyclists, ride a door’s width from parked cars
Cyclists, ride central on narrow roads
Drivers, look out for cyclists at junctions
Poster advertising ran in Cambridge, Bristol, Leeds, Manchester and Birmingham (the 5 cities
with highest cycling KSIs outside of London)
Activity ran from 21
st
October to 17
th
November 2013
To evaluate the campaign, TNS BMRB conducted pre and post research online amongst drivers
and cyclists in the 5 cities: the pre stage was conducted 21
st
- 23
rd
October 2013 and the post
THINK! Cycling evaluation
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THINK! Cycling evaluation
© TNS January 2014Overview of key findings
1
Following the campaign there was increased reflection of behaviours
2
There was a lot of media coverage around cyclist deaths at the post stage
but this appeared to help amplify the THINK! campaign rather than dilute it
3
Recognition of the campaign was good relative to spend and TNS norms
4
The campaign works well amongst cyclists, less so amongst drivers
5
The posters with specific tips work better than those with broader
information
THINK! Cycling evaluation
© TNS January 20143
THINK! Cycling evaluation
© TNS January 2014Much more external noise around cycling at the post stage
Q12/Q17: Can I just check, have you seen or heard anything about cycling in any of these ways recently?
Base: All drivers/all cyclists (Pre stage 548/260; Post stage 556/300)
16
12
37
9
7
19
4
4
29
15
10
9
8
6
6
4
2
54
Road signs
Local newspaper article
TV news
TV advert
On backs of lorries
National newspaper article
Magazine
Poster hoarding
None of these
Post
Pre
19
15
37
10
8
21
6
5
23
18
13
14
9
10
8
8
4
48
Road signs
Local newspaper article
TV news
TV advert
On backs of lorries
National newspaper article
Magazine
Poster hoarding
None of these
THINK! Cycling evaluation
© TNS January 2014 10
Q23: Have you seen this poster ad recently?/ Have you seen these ads in a pub recently? (Prompted recognition) Base: Post stage; Drivers (556) Cyclists (300)
Cyclists more likely to recognise posters – recognition good
relative to spend and TNS norms
% Yes - Have seen poster ad
Seen
any
Seen but not
sure which
18
5
5
5
5
5
24
7
7
6
7
7
Drivers
Cyclists
TNS norms
Posters
Excellent
25% +
Good
15-24%
Reasonable
8-14%
Poor
0-7%
THINK! Cycling evaluation
© TNS January 2014 11
Q24: What do you think is the main message of the ads just shown to you? Base: Post stage; Drivers (556); Cyclists (300)
Main message communicated is that both cyclists and drivers need
to be more careful/ aware
%
31
16
8
6
6
4
2
3
15
19
14
11
4
6
5
4
Be more aware of cyclists
Both cyclists and drivers need to be more careful/ aware
Safe cycling/ safety of cyclists/ ride carefully
Safe/ Keep safe
Give cyclists (more) room/ space
Take care on the road
Be aware of other road users
Cyclists do not ride too close
Drivers
Cyclists
THINK! Cycling evaluation
© TNS January 2014Q25. How much do you agree or disagree with the following statements about this ad? Base: All drivers – post stage (556)
0
10
20
30
40
50
60
70
80
It reminds me of the importance of looking out for cyclists
It made me think about my own driving
It is aimed at people like me
I found it confusing It sticks in my mind
It is the sort of ad I would talk about with other people
It told me something new
Ad A
Ad B
Ad C
Ad D
Agreement with statements....
%
12
Posters with specific messages work best amongst drivers
Ad A
Ad B
THINK! Cycling evaluation
© TNS January 2014Q25. How much do you agree or disagree with the following statements about this ad? Base: All cyclists – post stage (300)
0
10
20
30
40
50
60
70
80
It made me think about how I cycle
It is aimed at people like me
I found it confusing
It sticks in my mind It is the sort of ad I would talk about
with other people
It told me something new
Ad A
Ad B
Ad C
Ad D
Agreement with statements....
%
13
Specific message ads work even better amongst cyclists
Ad A
Ad B
THINK! Cycling evaluation
© TNS January 20144
THINK! Cycling evaluation
© TNS January 2014Little change in perceptions of the main causes of cycling
accidents between pre and post stages
Q15: What would you say is the most common cause of cycling accidents? Base: All drivers/all cyclists (Pre stage 475/260; Post stage 556/300)
12
8
6
6
6
5
5
4
9
8
8
7
7
7
3
6
Drivers not looking/ paying
attention
Not being seen by drivers
Going through red lights
Cars passing too closely
Cyclists not observing rules
of the road
Not being seen
No lights
Cyclists weaving in and out
Post
Pre
8
8
6
5
5
5
4
3
8
8
5
4
3
3
7
6
Drivers not looking/ paying
attention
Not being seen by drivers
Careless driving
Going through red lights
No lights
Drivers not being aware of
cyclists
Not being seen
Cars passing too closely
Post
Pre
THINK! Cycling evaluation
© TNS January 2014Three quarters feel there is equal responsibility for road accidents
that involve cyclists – no change between pre and post
Q16: A number of road accidents involve cyclists. Who do you think is responsible for preventing these accidents? Base: All drivers / all cyclists (Pre stage 548/301; Post stage 556/300)
2 2 2 3 7 8 76 76 5 4 5 4 2 3
Pre
Post
7 (Completely
responsibility of
cyclist)
6
5
4 (Equal
responsibility)
3
2
1 (Completely
responsibility of
car driver)
2 3 3 4 8 8 77 74 4 4 4 3 1 4Pre
Post
7 (Completely
responsibility of
cyclist)
6
5
4 (Equal
responsibility)
3
2
1 (Completely
responsibility of
car driver)
THINK! Cycling evaluation
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THINK! Cycling evaluation
© TNS January 2014 1 1 5 5 34 30 59 63Pre
Post
Always
Regularly
Sometimes
Rarely
Never
1 1 6 5 17 18 33 33 44 42Pre
Post
1 0 1 1 10 10 33 34 55 54Pre
Post
No change pre to post on claimed driving behaviours for
drivers
Q7: How frequently, if at all, do you do each of the following when driving? Base: All drivers (Pre stage 548; Post stage 556)
I give cyclists room to ride
I look out for cyclists when
opening my car door
I look out for cyclists at
THINK! Cycling evaluation
© TNS January 2014 1 1 3 2 13 15 42 41 41 42Pre
Post
Always
Regularly
Sometimes
Rarely
Never
2 2 3 2 16 18 43 40 37 37Pre
Post
1 1 5 4 26 26 35 37 32 32Pre
Post
No change pre to post on claimed driving behaviours for
drivers
Q7: How frequently, if at all, do you do each of the following when driving? Base: All drivers (Pre stage 548; Post stage 556)
I think about how my behaviour
on the road might affect others
I change the way I drive on the road
to ensure I do not pose a danger to
others
I use safety tips that I have
heard/learned to improve the
THINK! Cycling evaluation
© TNS January 2014Take actions consciously or
automatically
Safety and awareness of accidents/deaths increased pre to
post on reasons for conscious behaviour
Q8: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of driving?/ Q9: What, if anything specifically, prompted you to think about doing these things?
Base: All drivers (Pre stage 548; Post stage 556)
Drivers who consciously think about driving behaviour on the road (Pre stage 181; Post stage 204) (only showing answers over 5%)
33
67
37
63
Conscious
Automatic
Pre
Post
19
5
6
2
3
4
3
14
14
15
4
0
6
6
6
6
8
4
7
Nothing Cyclists riding dangerously Witnessing bad driving Careful/ cautiousdriving Cyclist deaths Heard about accidents Media coverage/ news Safety General awareness/common sense
Being a cyclist myself
Post
Pre
THINK! Cycling evaluation
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THINK! Cycling evaluation
© TNS January 2014Improvement in cyclists knowledge of recommended cycling
behaviour at post stage
Q10: When cycling behind a truck or lorry, where is the best place to position yourself?/ Q11 When cycling, how much space should you leave when passing parked cars?/ Q21 When cycling, where should you position yourself when riding on a narrow road?
Base: All cyclists (Pre stage 301; Post stage 300)
11
8
4
6
5
7
21
14
22
18
38
48
Pre
Post
Behind
On the
outside
On the
inside
In front
Other
Don't
know
Where cyclist should be
positioned near a truck or lorry
3
6
1
2
4
4
18
13
21
19
53
56
Pre
Post
A door's
width
One metre
A car's width
60
centimetres
Other
Don't know
How much space should leave
when passing parked cars
3
3
2
1
78
74
18
22
Pre
Post
Centre of
lane
Left of lane
Other
Don't know
Where should position self on
narrow roads
THINK! Cycling evaluation
© TNS January 2014 1 0 6 5 21 22 29 36 43 37Pre
Post
2 2 4 6 22 20 30 29 43 44Pre
Post
Slight increase in the proportion of cyclists who claim to
always cycle in the middle of narrow roads
23 19 22 29 31 23 16 15 9 14
Pre
Post
I ride in the middle of the
lane when cycling on
narrow roads
I stay behind lorries
and trucks
I give at least a car door’s
width when passing
parked cars
Q12:How frequently, if at all, do you do each of the following when cycling?Base: All cyclists (Pre stage 301; Post stage 300)
2 2 4 6 22 20 30 29 43 44
Pre
Post
Always
Regularly
Sometimes
Rarely
Never
THINK! Cycling evaluation
© TNS January 2014 2 2 3 6 19 13 35 42 42 37Pre
Post
2 1 2 4 15 14 34 37 47 44Pre
Post
Always
Regularly
Sometimes
Rarely
Never
Decrease in those always using safety tips learnt to improve
cycling – different tips being considered?
Q12:How frequently, if at all, do you do each of the following when cycling? Base: All cyclists (Pre stage 301; Post stage 300)
2 2 3 7 25 19 30 40 41 32
Pre
Post
I think about how my behaviour
on the road might affect others
I change the way I drive on the road
to ensure I do not pose a danger to
others
I use safety tips that I have
heard/learned to improve the
THINK! Cycling evaluation
© TNS January 2014Post stage increase in the proportion of cyclists who claim to
consciously think about their cycling behaviour – again
influenced by cyclist deaths
Q13: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of cycling? Q14: What, if anything specifically, prompted you to think about doing these things?
Base: All cyclists (Pre stage 301; Post stage 300)
Cyclists who consciously think about their behaviour on the road (Pre stage 102; Post stage 128) (only showing answers over 5%)
34
66
43
57
Conscious
Automatic
Pre
Post
19
18
7
6
22
20
13
5
8
5
8
9
17
None
Other
Road awareness
Accidents/
hearing about accidents
Poor/ bad/
careless driving
Cyclists being killed
News/ Media
coverage
Safety
Post
Pre
THINK! Cycling evaluation
© TNS January 2014No movement in use of safety equipment at the post stage
Q20: Which of the following safety equipment do you use when you cycle? Base: All cyclists (Pre stage 301; Post stage 300)
78
79
70
67
56
21
3
2
79
79
68
65
55
20
2
3
Front light
Back light
Helmet
Reflectors elsewhere on bike
High vis clothing
Any additional light
Other
None
Post
Pre
THINK! Cycling evaluation
© TNS January 20147
THINK! Cycling evaluation
© TNS January 2014Insight and recommendations
28
