Comparison of the willingness to adopt MaaS in Madrid (Spain) and Randstad (The Netherlands) metropolitan areas

Mobility as a Service (MaaS) is expected to reorganise how we travel. To date, it is still unclear who will embrace these new mobility strategies, and how they will transform travellers’ behaviours. This study identifies the key drivers determining the adoption of MaaS in two European metropolitan areas, based on a survey taken in Madrid (Spain) and Randstad (The Netherlands). Overall, we found strong positive attitudes towards MaaS. The results highlight the role played by a set of demographic, socioeconomic, and travel-related variables, after their validation with a generalized ordered logit (gologit) model. The willingness to adopt MaaS appeared to be related to personal characteristics such as gender, age, education level, occupation, and household structure. Unexpectedly, the place of residence (city versus outskirts) was not found to be significant. The acceptance of MaaS was also influenced by individuals’ mobility patterns. We detected that private car users were not significantly attracted by MaaS, while individuals engaged with public transport and shared mobility services did intend to adopt it. Our final findings will help urban authorities and transport planners to predict the population segments with a higher (and lower) probability of using MaaS. Policy efforts could stimulate MaaS acceptability in the coming years by taking these insights into account.