Abstract
A comparative analysis was performed of customer response to online traffic information in the Los Angeles, California, and Seattle, Washington, regions. A voluntary, online survey was administered to users of the Travel Advisory News Network and SmarTraveler websites in Los Angeles, and a similar survey was performed on the Washington State Department of Transportation Traffic Conditions website. This comparative study finds that the demographic profile of users is similar in the two regions: users tend to be male, well educated, upper income, employed, and 26 to 45 years of age. Users in both samples were also more technologically savvy than the general population. Despite these similarities, the data also reveal that location matters, as customers in Los Angeles experience significantly longer commutes and greater congestion and volatility in traffic conditions. While customers in both regions gave positive assessments of the traffic websites, Seattle respondents were more enthusiastic. On several dimensions, Seattle respondents expressed more intense support for their site. Moreover, Seattle customers were more likely to benefit from the service, with greater numbers agreeing that online traffic information saved them time and reduced the stress of traveling. An analysis of the data indicates that underlying traffic conditions in the two regions bear greatly on customers' response to the service. The greater congestion and volatility in Los Angeles increase customer demand for up-to-the-minute information and undermine customers' expectation that any information service can provide much relief.
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