1999 Marine Transportation Survey

Executive Summary

Summary of Findings

Few residents of eastern Massachusetts and Cape Cod have taken any of the ferries that run between Provincetown and Boston, Plymouth, and Gloucester. However, given an effective marketing campaign, there is the potential for a significant increase in ridership, particularly among residents of the Boston area that are looking for day trips away from the city. In addition, there is much interest in a ferry that would between the Hyannis area and Boston, as well as a ferry running directly from Logan Airport to the Cape.

These are the primary results of a survey conducted in August 1999. Opinion Dynamics interviewed 300 people on Cape Cod and 201 residents of the rest of Massachusetts by telephone. In addition, surveys were handed out to ferry riders, referred to as intercepts; 623 intercepts were completed on 16 different ferries. More information on the methodology is provided in this document.

• Top of mind awareness of the ferry service is low. The ferries must become more visible to increase ridership

• While most people initially say that they are unlikely to use the ferry, interest increases as more information is provided, also pointing to the need for an effective marketing campaign.

• The ferry is rarely used to travel to or from Cape locations other than Provincetown. However, many people feel that a ferry to and from the Hyannis area would be more convenient.

• Many people who ride the ferry from Boston take public transportation to the ferry. Some ferry riders complain that it is too difficult to get to the Pier in Boston from public transportation.

• There is significant interest in a ferry that runs in the spring or fall, but little interest in a winter ferry.

• The Internet has become the primary source of travel information for many people, especially in eastern Massachusetts. People rely on the Internet to provide complete, reliable, and easy to find information on transportation alternatives.

• Cape residents in particular support efforts to encourage ferry ridership, regardless of whether they personally intend to ride the ferry.

A remarkable number of people now get their travel information primarily from the Internet. One-third of the residents of eastern Massachusetts, and about one quarter of Cape Cod residents get their travel information from the Internet. Other people use newspapers and magazines, or travel agents. Other sources, such as tourist bureaus, brochures, and the phone book are much less utilized. Among current riders of the ferry, about one-third receive their information from the Internet, more than any other source.

When asked to name transportation options to the Cape, only about one-quarter (23%) mentioned a boat, although more than one-third of residents of the Outer Cape (37%), along with 35% of residents of eastern Massachusetts mentioned the boat option. When asked directly whether they were aware of the boat between Provincetown and other locations, two-thirds (68%) respondents indicated awareness, including 66% of Cape residents and 70% of off-Cape residents. This indicates that while many people say they are aware of the ferry, people do not normally think of the ferry as a means to get to Cape Cod.

Ferries are most often utilized by people living in the Boston, Plymouth, and Gloucester areas, looking to take short vacations in Provincetown. The only Cape residents who use the ferries live in the Provincetown area. Few ferry riders take the ferry on a regular basis, or own property on the Cape.

There are significant differences between riders of the different boats. People riding the ferries from Boston tend to be young, male, and single. Most people riding the Boston ferries own only one car or no car at all. It is likely that most people riding the Boston ferry take public transportation to the ferry. Many of the Boston ferry riders either ride alone or with only one companion.

People riding the Plymouth and Gloucester ferries are more likely to be traveling in large groups. The majority of riders on these ferries are women, of varying ages. They tend to own two or three cars.

According to the ferry intercepts, most people (92%) ride the ferry for pleasure, not business. The most common reasons for taking the ferry include getting to Provincetown (17%), pleasure/fun (17%), avoiding traffic (15%). Seventeen percent of people who take the Gloucester ferry do so because of the advertised whale watch.

Approximately one-third of the residents of eastern Massachusetts who visit Cape Cod, and about one-third of the residents of the Outer Cape say that they are at least somewhat likely to consider taking a ferry to and from Provincetown. Few residents of the Mid Cape or Upper Cape express an interest in the ferry. However, many Cape residents are willing to suggest it to their guests, even if they are not willing to take the ferry themselves.

After providing information about the ferry, interest in the ferry increases. Over half (56%) of the residents of the Outer Cape say that the are somewhat likely to consider taking the ferry at the end of the survey. Interest among eastern Massachusetts residents increases from 34% to 52%. Over the course of the survey, people under the age of 30 and single were the most likely to be persuaded to try the ferry, although people in all demographic groups were at least somewhat likely to increase their likelihood of taking the ferry.

People who say that they may take the ferry provide four reasons. First some people feel that the ferry is more convenient and quicker than driving. Second, some people have heard favorable things about the ferry from others. A few people said that they simply like ferries, and may take them for fun. Finally, a few residents are tired of traffic, crazy drivers, and parking problems.

People unlikely to take the ferry generally fit into three categories. Some people find the ferry too inconvenient, and feel that the total trip would take too long with the ferry. Others are uninterested in the locations to which the ferry travels. Finally, many people simply prefer to drive.

While many people are initially reluctant to consider the ferry, many people say that they would be more likely to take the ferry if it can be made more reliable and convenient. In fact, 60% of eastern Massachusetts residents who visit the Cape may be willing to take a ferry even if it took more time than driving. Similarly, current ferry riders say that they would take the ferry more often if it was made more reliable and convenient.

People are divided as to whether it is always faster and more convenient to drive than to use a ferry. Forty-four percent of the public agree with this statement, and 43% disagree. In general, convenience is more of an obstacle to using the ferry than are concerns over rough seas. Only 33% of the public agree that concerns over rough seas prevent them from using boats.

There is significant interest in a ferry that would go to or from the Hyannis area; nearly half of the residents living in the Mid Cape, Upper Cape, and eastern Massachusetts say that they would be at least somewhat likely to consider a Hyannis ferry. Barnstable, Sandwich, and Woods Hole, while slightly less popular, are still attractive options to many people. Even people who currently ride the ferry express a strong interest in a ferry running to Hyannis.

There is also clear support for a ferry between Provincetown and Logan Airport. Sixty-three percent of the residents of the Outer Cape and 39% of residents of other parts of the Cape would be at least somewhat likely to take a ferry to Logan Airport. There is less interest among people living in other areas of Massachusetts. People in the Upper and Mid Cape would be particularly interested in a ferry between Logan and Barnstable or Sandwich; 63% say that they are at least somewhat interested in such a ferry.

We asked the relative importance of 12 factors in deciding whether to take a ferry to or from Cape Cod. Most of the factors we tested are very important to many people; there are few issues that can be ignored. Nevertheless, a hierarchy of factors does emerge. The issue of concern to the most people is safety; on a scale of one to five, safety received an average score of 4.53. Second to safety is the reliability of the ferry (4.34). Other important factors include the convenience of the ferry (4.06) and the parking situation by the ferry (4.03).

To a lesser extent, people are also concerned with the efficiency of the ferry (3.94), the cost (3.84), the frequency that it runs (3.77), the comfort level (3.70), the total commuting time (3.68), and the existence of reliable and frequent public transportation to or from the final destination on the Cape (3.67). People are less concerned with the ability to take a car on the ferry (3.06) and the ability to take a bicycle on the ferry (2.61). However, it should be noted that even the last two factors are important to some people.

Ferry riders also rated safety and reliability as the most important factors. Convenience also proved to be very important to many ferry riders. Other factors, such as cost, time of the ride, frequency, and comfort are slightly less important to ferry riders. Parking is important to people taking the ferry from Gloucester and Plymouth, but not to Boston riders, many of whom take public transportation.

People are generally more likely to ride the ferry when told that a Boston to Provincetown ferry costs $18 per trip, even though the trip takes 3 hours. However, when told of the $39 two-hour ferry, people tend to be less interested. Many people riding the express ferry complained of the price, saying that they would take the boat more often if it was less expensive.

The current parking price structure is generally an incentive; 39% of the public are more likely to take the ferry based on the parking information, and 18% are less likely to take the ferry. A few ferry riders complained that parking is inconvenient and confusing, particularly in Boston.

The most effective message on behalf of the ferry is "a ferry can travel from Provincetown to Boston in two hours, and is never delayed by traffic problems." Forty percent of the public is much more likely to take the ferry based on this information, and 23% are somewhat more likely. Other effective messages deal with the safety record of the ferry and the new technology leading to a smoother ride.

The fact that the ferries run to and from Provincetown about 96% of the time is slightly less effective; 27% of the public is much more likely to take the ferry based on this argument. The fact that bicycles are allowed on the ferry makes 18% of the public more likely to take the ferry.

One of the most interesting findings of the survey is the preference of people to take the ferry in the spring and fall rather than the summer. Among people living off-Cape, 35% say that they would be at least somewhat likely to take the ferry in the summer, and 38% say that they would be at least somewhat likely to take the ferry in the spring or fall. Similarly, among residents of the Outer Cape, interest in the ferry increases from 49% to 52% from the summer to the spring or fall. Among people living in other areas of the Cape, interest increases greatly from 16% in the summer to 42% in the spring or fall. It is possible that people are reluctant to take the ferry during peak times, and prefer to take the ferry when there are fewer tourists.

There is less interest in ferry service over the winter. Only 18% of the public are even somewhat likely to take a ferry in the wintertime; only 6% are very likely. When told that ferry service in the winter may not run one day out of six, but that alternative transportation would be available, interest in the service increases from 18% to 23%. Apparently, the availability of the alternative transportation outweighs concerns over the lack of reliability of the ferry itself in the winter. Nevertheless, based on this survey it is unlikely that there will ever be a large demand for year-round service.

About half of the public would be interested in package deals that would include ferry, bus, and hotel. Interest in package deals is higher among current ferry riders; 61% of ferry riders expressed interest in package deals. A few riders suggested that discounts in hotel rates for people taking the ferry would greatly encourage usage.

Having someone to help with luggage is not important to most people; only 25% of the public are even somewhat more likely to take the ferry based on this factor. This is partly a result of the fact that most people who take the ferry do so for a day trip, rather than an extended stay. Similarly, the ability to take pets is also not particularly important; only 22% of the public are at least somewhat more likely to ride the ferry based on this factor.

Most people support increased use of alternative modes of transportation to cars. Seventy percent of the public and 82% of Outer Cape residents strongly agree that "Traffic to the Cape is getting worse, we should encourage people to take other forms of transportation." However, while people favor alternative modes of transportation, over half of the public (53%) also agree that ferry service will never significantly reduce car traffic. Nevertheless, 84% of the public agree that encouraging ferry service will make life better for everyone, because it will reduce traffic.

Finally, we asked ferry riders for suggestions for encouraging people to take the ferry service. Three suggestions stood out. First, 42 people suggested changing the times of the ferries, or offering more ferries each day. Many of them claimed that they might use the ferry on a regular basis if it was offered more frequently or at more convenient intervals, although no consensus emerged as to a single more convenient time.

Second, many riders said that the ferry would be more attractive if the cost was lower. Thirty-one people simply suggested lowering the price. Other people suggested offering discounts at non-peak times, coupons for frequent travel, reduced fares for children, and group fees.

Third, many people suggested better advertising. They said that they heard about the ferry through word of mouth. They claim that when they tell people about the ferry, it creates interest; people would not have heard about the ferry any other way. A few riders suggested advertising in particular areas, such as New York City.

In addition, many people complained about the location and lack of public transportation to the pier in Boston. They also complain that the existing directions are not adequate to the pier; some people described situations where people missed the ferry because they could not find the ticket office, parking, or the pier.

This section provides recommendations for increasing ferry usage, based on findings from the telephone survey and ferry intercepts. The findings indicate a lack of awareness about ferry service, and a desire for expanded service. It should be noted that these recommendations are based on these results alone, rather than on public policy, financial, or political considerations. Nevertheless, the recommendations contained in this section should be realistic and feasible enough to consider further action.

Suggested links/comments should be sent to trans@capecodcommission.org or to Transportation Staff, Cape Cod Commission, PO BOX 226, Barnstable, Massachusetts 02630-0226.

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