Awareness, Consideration and Usage Frequency of On-demand Transport Services in the Indian Context

App-based transport services (ABTS) are transforming both individual travel behaviour and transport systems in cities around the world. In this context, this study investigates three inter-related choice dimensions pertaining to ABTS, namely: (1) awareness, (2) consideration for work commute and (3) the overall usage frequency, in an Indian city. The role of demographic characteristics, workplace and work commute patterns, contextual influences, usage of other modes for commute and the quality of service of existing transit and IPT (Intermediate Public Transport) modes in these three choice dimensions are investigated. The results show that awareness is not endogenous with either consideration or usage frequency. However, consideration for work is endogenous with the frequency of use of ABTS. The impact of endogeneity is seen in the form of heterogeneity in responsiveness to independent variables. There are significant differences in the sensitivities to exogenous influences between those who consider ABTS for work trips and those who do not. Factors that influence the consideration of ABTS for work such as trip chaining and commuting at early hours have contrasting effects on the usage frequencies of the two user segments. Workers considering ABTS for work are more sensitive to the comfort of personal vehicle use and easy access to shared modes while the other segment is more sensitive to issues of traffic congestion and loss of productivity during travel. Some variables are also found to have contrasting effects on awareness and usage frequency.