All Current Station Locations

The current station locations are shown below

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Due to the higher concentration of stations in the middle and lower half of the city, a zoomed-in version of map, that highlights these areas, is shown below

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Top-Performing Station Locations

The locations of top-performing (dark red) and all other (light green) stations are shown below

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Again, a zoomed-in version of map, highlighting the middle and lower half of the city, is shown below

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  1. The top-performing stations (in dark red) are only located south of the green (East West) subway line. The initial footprint of the service was primarily in downtown Toronto and was more heavily used by working professionals as part of a daily commute than for leisurely uses such as grocery shopping, attending social gatherings, exercising, etc. The first map (of all station locations) showed that downtown neighborhoods continue to have a high concentration of stations. So, it is not surprising to see the majority of top-performing stations are also found in downtown neighborhoods on the map. This was also seen in bar charts during temporal analysis earlier.
  2. Looking beyond the boundaries of downtown, as seen from the chart exploring station attributes, the majority of top-performers are located in neighborhoods within and immediately to the west of downtown.
  3. Stations that are top-performers on weekdays only (shown in dark orange) are restricted to Downtown neighborhoods. Based on observations from temporal insights, these stations are likely to be used as part of commuter-driven bike share ridership by hybrid workers, who are also bike share users, during the workweek (Monday to Friday). During 2018 and 2019, these patterns were characteristic of Annual bike share users only. Currently, hybrid workers likely account for the majority of ridership at these stations.
  4. 12 out of the 15 top-performing stations on weekends only (shown in light blue) are located in neighborhoods immediately to the west of downtown. Besides hybrid workers, temporal analysis showed increased ridership by Casual users on weekends during 2022. These stations are mostly located along a paved bicycle trail along the city’s lakefront and away from the city’s downtown core. So, ridership at these stations is likely dominated by Casual users on weekends. From temporal trends, these users showed a preference for leisurely bike share usage patterns supported by the lakefront location as opposed to the commuter-driven patterns seen in Annual users.

✏️ Recommendation

<aside> 💡 The campaign should target bike share stations in Downtown Toronto and in neighborhoods immediately to its west in order to capture nearly 95% of all top-performing stations. Ridership at these stations is likely dominated by the Casual users and hybrid workers who are also bike share users, who were shown to dominate bike share ridership based on temporal insights into ridership across the network. Targeting stations in this combination of neighborhoods gives the campaign the best chance of maximizing exposure to the target audience (bike share users) while also minimizing advertising costs.

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