Consumer preferences for Mobility-as-a-Service (MaaS) in Australia

Document Type

Journal Article

Publication Date


Subject Area

place - australasia, mode - demand responsive transit, economics - willingness to pay, ridership - demand


Mobility-as-a-service, Mobility-on-demand, Consumer demand, Consumer preferences


Mobility-as-a-Service, or MaaS, offers potential consumers access to multiple transport modes and services, owned and operated by different mobility service providers, through an integrated digital platform for planning, booking and payment. We surveyed 3985 geographically and demographically representative Australians nationwide, to understand consumer demand and willingness to pay for MaaS in Australia. Our analysis reveals that there is definitely a market for MaaS in Australia. Depending on the service offering, we find that up to 46 per cent of the Australian population would be willing to adopt MaaS. On average, consumers prefer pay-as-you-go schemes to bundled schemes that offer unlimited access to one or more transport modes and services at fixed monthly costs. Local public transport, taxis and long-distance public transport are the most popular transport services; bikeshare is the least popular. Willingness to use MaaS is strongly correlated with age and lifecycle stage: young individuals who are employed full-time are most likely to use MaaS; older adults who have retired from the workforce and whose children have left home are least likely to use MaaS. Our analysis identifies Melbourne, Canberra and Sydney as good markets for MaaS trials and early launches.


Permission to publish the abstract has been given by Elsevier, copyright remains with them.


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