“Understanding the attitude of generation Y towards transport apps: THE CASE OF DUBAI”, Rengi Kachora and Ghassan Abu-Lebdeh
Rengi Kachora Urban Planning Graduate Program College of Architecture, Arts and Design American University of Sharjah, UAE E-mail: firstname.lastname@example.org
Ghassan Abu-Lebdeh Department of Civil Engineering American University of Sharjah, UAE E-mail: email@example.com
Purpose: This research aims to understand the attitudes and use patterns of the abundant, government supported transport-related mobile apps by Generation Y in the City of Dubai. The research question is whether the travel/transport service mobile apps have improved or brought about a change in travel behaviour of Generation Y in Dubai.
Design/Methodology/Approach: Data for this research were collected from the targeted audience via an online survey questionnaire. Suitable statistical hypotheses were formulated and tested. Findings: Results show that market penetration and use of the apps is still limited, despite the multitude and customisation of apps and high access to mobile devices in the City. Less than 50% of targeted users are aware of the apps and the service available through them, but the majority of them use only some of the apps only rarely. The formal results of the hypotheses tests further helped ascertain that the observations and patterns were systemic and not random patterns. The research identified some of the factors contributing to the findings.
Originality: The research and results confirm that simple availability of incentives, including mobile device apps, to promote more sustainable transport options among generation Y in the City of Dubai, necessary as it may be, is not producing the desired outcome.
Practical Implications: Carefully designed and implemented disincentives to using traditional transport choices may be necessary in parallel with the incentives and tools (including mobile apps) to attain transport sustainability goals.
Keywords: Generation Y; sustainable transport; transport apps; travel behaviour