Western Minnesota Contactless Payment Project

Summary

Ridership for rural transit agencies dropped drastically during the pandemic and has not recovered to pre-pandemic level. Safety concerns around COVID-19 risk and reduced ridership increased the need for the adoption of a contactless fare payment. Both reloadable tap-on-board smart cards and mobile app payment contactless technologies were implemented by six rural transit agencies in Western Minnesota (Central Community Transit, Prairie Five Rides, United Community Action Partnership, Morris Transit, Tri-Cap Transit, and Transit Alternatives). This study assessed transit riders' attitudes toward contactless fare payment pre- and post-implementation periods, as well as operators' experiences with their new system. The pre-implementation survey revealed respondents' dissatisfaction with current fare payment while reporting discomfort with the idea of contactless fare payment partly due to a lack of knowledge or experience with contactless payment. Post-implementation rider and operator interviews identified contactless fare payments as more convenient than cash payments. However, a reduced risk of disease spread was not seen as a benefit of the adoption of contactless fare payment. Concerns were raised among seniors, less tech-savvy people, and those without bank cards or a reliable internet connection. Additional concerns related to personal information and data security. Riders seemed more interested in extended hours, improved bus availability during busier times, and weekend service than contactless fare payment options. Even with anticipated improved mobility options and increased efficiency in fare collection, implementing the contactless fare payment was still a challenge for operators, from dealing with back-end software issues to limited staff capacity to innovate solutions. These initial findings offer insights for a more successful implementation of contactless fare payment in rural communities.