Behavioural change measures (‘Smarter Choices’) - Transport Policy and Planning in Great Britain - page 261

Table 16.2 Impact of soft factors on future traffic levels (source: Cairns et al . 2004 Table 7)
Impact on…. Low-intensity scenario High-intensity scenario

National traffic:
All time periods

2% 11%

Peak time 4% 17%

Off-peak 2% 10%

Urban traffic:
All time periods

3% 14%

Peak time 5% 21%

Off-peak 3% 13%

Non-urban traffic:
All time periods

2% 8%

Peak time 3% 14%

Off-peak 1% 7%

Table 16.3 Impact (car travel reduction) of different types of soft measure (source: Cairns et al. 2004)
Journey purpose

Soft measure Impact*

Non-urban Urban

Low High Low High

Journey to work Workplace travel plans 2% 4% 2% 4%

Car sharing 0.6% 11% 0.6% 11%

Teleworking 3% 12% 3% 12%

Combination of the above allowing for double-
counting

5% 24% 8% 26%

Journey to school School travel plans 4% 20% 4% 20%

Business journeys Teleconferencing 2.5% 18% 2.5% 18%

Shopping trips Home shopping for

groceries

1% 4% 1% 4%

Personal business trips Local collection points 1.5% 1.5% 1.5% 1.5%

Multiple purposes Personalised travel

planning

< 1% < 1% 1% 3%

PT information and
marketing

0.1% 0.3% 0.3% 1.1%

Travel awareness
campaigns

0.1% 1% 0.1% 1%

Car clubs 0.03% 0.06%**

Notes
* For measures affecting multiple journey purposes the impact is expressed relative to all car travel; for
single purposes it is relative to car travel for that purpose. For car clubs, car sharing, home shopping
and local collection the impact is expressed as a percentage reduction in car kilometres, otherwise as
a percentage of car trips
** Up to 3% longer term