Investigating heterogeneity in preferences for Mobility-as-a-Service plans through a latent class choice model

The past decade has seen the introduction and widespread availability of a number of new mobility services. These have created a transport environment that is complex to navigate for passengers. The Mobility as a Service (MaaS) concept aims to provide a solution, by offering a single digital interface through which users can plan journeys, pay for and access a variety of transport modes. MaaS can also provide users with various products, including pay-per-use access to transport modes as well as MaaS packages. The latter are bundled mobility services that combine a variety of transport modes and are offered to customers in a one-stop-shop manner. The objective of this paper is to examine individual preferences for MaaS packages, specifically addressing the question of preference heterogeneity. In doing so, a Latent Class Choice Model (LCCM) is developed, allowing us to reveal variations in individuals’ preferences. The LCCM is estimated using data from a MaaS-related market research carried out in Greater Manchester. The results imply significant heterogeneity with regards to preferences. Three latent classes emerged through the analysis, all with different MaaS package preferences and individual characteristics. Age, gender, income, education and current travel behaviour all play an important role in determining an individual’s propensity to purchase MaaS packages. The results can provide valuable insights into the types of people that should and should not be initially targeted with MaaS packages to maximise uptake.