What we know about Smart Tag in Northern Virginia:

Ž Commuters must recognize the benefits of Smart Tag before they will adopt and use Smart Tag.

What attracts commuters to Smart Tag:

Ž Commuters who use Smart Tag are more likely than non-users to recognize the benefits of using Smart Tag. Smart Tag users recognize two key benefits of using Smart Tag: not having to worry about having the right change and saving time.

· Nearly all (97%) of Smart Tag users believe that a benefit of using Smart Tag is not having to worry about having change for the tolls. In contrast, only 55% of non-users recognize this benefit of using Smart Tag.

· Similarly, 94% of Smart Tag users believe that Smart Tag saves time. Only 53% of non-users believe that using Smart Tag saves time. Related to this, Smart Tag users are more likely than non-users to believe the Smart Tag only lanes move faster. Eighty-five percent (85%) of Smart Tag users believe that Smart Tag only lanes move faster. Only 68% of non-users agree.

Ž Negative concerns about Smart Tag do not differentiate Smart Tag users from non-users. Users and non-users of Smart Tag share some negative concerns about Smart Tag.

· For example, 44% of Smart Tag users believe that authorities can track travel routes of drivers using Smart Tag. The same proportion (44%) of non-users believes authorities can track travel routes with Smart Tag.

· One-fourth (24%) of Smart Tag users believe that authorities can identify speeders with Smart Tag. Similarly, 23% of non-Smart Tag users believe that Smart Tags can be used to identify speeders.

Ž Not knowing how to purchase Smart Tag is an impediment to using Smart Tag. One-third (34%) of non-Smart Tag users are not sure how to purchase it.

Ž Some incentives can influence non-users to adopt Smart Tag. About two-thirds of non-users could be convinced to use Smart Tag with monetary incentives, such as reductions in the cost of tolls with Smart Tag. Other incentives – such as use of the Smart Tag transponder to park at Metro – have little power in attracting new Smart Tag users.

Related Studies/Documents:

2001: “Smart Tag Focus Groups”

2001: “Smart Tag Commuter Survey”