Keolis observatory of mobility trends

Keoscopie: a unique observatory of lifestyle and mobility trends in France and beyond
Keolis strives to meet passengers’ expectations, in all their diversity. For the past several years, the Group has carried out Keoscopie surveys to investigate the impact of national and regional socio-demographic changes on mobility trends. This innovative approach helps Keolis develop a customised mobility strategy, in line with citizens’ needs.

Understanding today’s trends to imagine tomorrow's mobility

Working patterns, urban sprawl, increased life-expectancies, new communication technologies... These are just a few of the developments that have transformed the lifestyles of French people and their transport habits, over the last few decades. Keolis created Keoscopie in 2007 to better understand these changes. This mobility observatory pools data from external studies (INSEE...), research conducted by Keolis, and analysis of ticketing systems. The data is analysed and updated continuously, providing a broad and objective overview of current mobility trends in France.

Listening and observing to improve decision making

The Keoscopie approach is implemented locally through complementary passenger surveys, helping the Group gain insight into a given region and decode the increasingly complex lifestyles and transport habits of its inhabitants. The results of this “sample of the local community” are shared with elected representatives, helping Keolis build, develop, and restructure its service offering. This in turn helps it provide local authorities with efficient, tailor-made public transport solutions, adapted to the challenges specific to their jurisdiction.

3 key findings of Keoscopie

  • Each passenger is unique
    There is no such thing as an "average customer". Students, senior citizens, full-time parents, schoolchildren, senior executives, the list goes on. Everyone has different needs or desires, even within the same customer segment. Senior citizens, for example, have a wide variety of profiles, ranging from independent, restricted independence to dependent.
     
  • One journey doesn’t mean just one passenger
    In densely populated areas, 100 validations per day can represent 500 different people per month, and up to 1,800 validations at a stop near an ice rink, shopping centre or hospital. Detailed analysis enables Keolis to move from a journey-based approach to a patronage-based approach, and to consequently better align the service offering with actual mobility needs.
     
  • Regions with multiple attractions
    It's not just city centres that matter. The proof? 80% of citizens visit both city-centre shops, and shopping malls. And between 1990 and 2008, eight thousand new jobs were created in the centre of Bordeaux, compared to sixty-four thousand across the rest of the agglomeration.

Keoscopie is an educational tool that we use to highlight the relevance of our recommendations and encourage network change or redesign.

 

Eric Chareyron, Keolis Market Research, Lifestyles and Mobility Director
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