Late last week Auckland Transport announced that they sold their millionth HOP card.
Thanks a million Auckland – the millionth AT HOP card has just been sold.
AT HOP is the smart card which can be used for bus, rail and ferry travel throughout Auckland. https://www.youtube.com/watch?v=891uUQSa2gk
Group Manager AT HOP, Denise Verrall, says as of June 2016, surveys indicated that 42% of Auckland adults have a HOP card. “We’re very happy with the numbers using AT HOP, the same time last year 33% of Aucklanders surveyed said they had a card so that’s a great improvement.”
The AT HOP card was rolled out on trains in late 2012 and then extended to ferry and bus services.
Four out of five customers now choose to pay for their public transport trip with the card. “The card gives a discount of at least 20% off single trip cash fares, excluding SkyBus and Waiheke ferry services. When you tag-on with your AT HOP card it is read in a 300th of a milli-second.
“Using public transport is now so much easier with the AT HOP card and Simpler Fares. Paying with an AT HOP card allows customers to pay just once for a single journey, that can involve up to five bus or train trips over four hours, with a maximum transfer time of 30 minutes between each trip.”
Denise Verrall says the uptake of the card has been very strong in Auckland. “In 2013, Oyster the London travel smartcard, was used in over 85% of trips vs cash tickets, after 10 years in the market. In comparison, HOP has now reached 85.5% after 4 years in the market, so we are very pleased with the uptake of HOP by Aucklanders.”
One million cards and achieving an 85% use is a good result – although the latter is a little bit false as it turns out that it excludes trips made using operator products (i.e. the special passes on the ferries). They say that now 42% of adults in Auckland have a HOP card, up from 33% a year ago.
With the Simplified fares now rolled out and the new bus network coming I suspect it will only further encourage people to use HOP and one day hopefully it’s use will supplant the separate systems used on some ferry routes.
A few days before this announcement, AT sent out an email to HOP users stating that prizes could be won just for using your card.
This September, the millionth AT HOP card will be sold in Auckland.
We think that’s worth celebrating with you, so every time you use your registered AT HOP card during September, you’ll go in the draw to win $100 HOP Money on your AT HOP card*. We’ll draw 2 winners every Friday in September 2016 … 10 prizes in all!
Thanks for getting on board with one of a million AT HOP cards. Thanks a million!
My first thought on reading this was one I’ve had many times before, why isn’t this a regular and ongoing feature of HOP. It seems like the kind of simple thing that they could do encourage both PT and HOP use and one that doesn’t cost all that much in the grand scheme of things. In a similar vein, I also think AT should be looking include elements of gamification to the HOP system to encourage use.
Other than changing fares, what would you do to encourage more people to use HOP?