Cyclistic bike share analysis

Dr. Irtwange N.B

2025-03-01

About Cyclistic
Business task
Analysis
Conclusion
Recommendations

About Cyclistic

Founded in 2016, Cyclistic offers a bike-share program in Chicago with 5,824 geotracked bikes across 692 stations.
Riders can unlock bikes from one station and return them to another anytime.
Pricing plans: Single-ride, full-day passes (casual riders) & annual memberships (Cyclistic members).

Business tasks

How do annual members and casual riders use Cyclistic bikes differently?
Why would casual riders buy Cyclistic annual memberships?
How can Cyclistic use digital media to influence casual riders to become members?

Analysis

General distribution

Population of Cyclistic bike customers and bike types

General trip duration

Average ride durations for all Cyclistic bike users

Weekly Customers trend

Analysis of Cyclistic users weekly rides 1

Weekly Customer’s Durations

Analysis of Cyclistic user weekly ride durations 1

Weekly bike trend

Analysis of Cyclistic users weekly rides 2

Weekly bike’s durations

Analysis of Cyclistic user's weekly ride durations 2

Chicago’s seasonal pattern

Seasonal Customers Trends

Seasonal Customer’s Durations

Analysis of Cyclistic user monthly ride durations 1

Seasonal Bike Trends

Seasonal Bike Duration

Analysis of Cyclistic user's monthly ride durations 2

Seasonal Ride Trends by Week

Analysis of the Week of each month Cyclistic user's ride 1

Seasonal Ride Duration by Week

Analysis of Cyclistic user's Week of each month ride durations 1

Seasonal Bike Trends by Week

Analysis of the Week of each month Cyclistic user's ride 2

Classic Bikes: Most popular, peak in warmer months (Jul–Aug, weekends) for leisure & recreation.
- Highest ride count: August (Saturday), July (Saturday).
- Weekdays (Wed–Thu): Moderate usage, likely for commutes.
Electric Bikes: Moderate, higher in warm months (Jun–Oct) for commuting.
- Peak days: August (Friday, Saturday).
- Weekdays (Wed–Thu): Steady use, likely commuter-driven.
Electric Scooters: Least used, seen only in August & September, possibly seasonal or promotional.
- Peak: September (Thursday), lowest in August (Saturday).

User Behavior:

Casual Riders:
- Prefer Classic Bikes (weekends, summer).
- Highest ridership: August (Saturday).
- Electric bikes used mainly in spring/summer weekends.
- Scooters used in fall (September, Sunday).
Member Riders:
- Use Classic Bikes mainly on weekdays, peak in July (Wednesday), May (Wednesday).
- Electric Bikes popular for commuting, peak in October (Wednesday).
- Minimal scooter use, peak in September (Thursday).
- Year-round riders, slightly more in warm months.

Seasonal Bike Duration by Week

Analysis of Cyclistic user's Week of each month ride durations 2

Hourly Trends in Ridership & Ride Duration

Analysis of Cyclistic rides and ride duration based on hourly usage patterns

Peak Hours & Ridership Trends

Morning Peak (6-8AM): High ridership, short trip duration (commutes).
Evening Peak (4-6PM): Highest ridership at 5PM, indicating commutes & leisure.
Lowest Ridership (4AM): Likely rest period, minimal activity.

Ride Duration Trends

Longest rides (10-11AM): Leisure or errands during off-peak hours.
Shortest rides (6-8AM & 5-7PM): Work commutes, time-sensitive trips.
Evening (8-11PM): Declining ridership, steady trip duration (social, leisure).
Late Night (12-5AM): Low ridership, longer trips (leisure or planned travel).

Customer Patterns

Casual Riders: Longer rides, peak at 10AM (leisure-focused). Lower ridership with long duration at 11PM-3AM (late-night outings).
Member Riders: Higher ridership, peak at 5PM. Shorter, efficient trips (commuting).

Key Insight: Inverse relationship between ridership & trip duration - high ride counts coincide with short duration (e.g., rush hours), while low ride counts align with longer duration (e.g., leisure hours).

Hourly Trends in weekly Ridership

Analysis of Cyclistic users weekly rides

Hourly Trends in weekly Durations

Analysis of Cyclistic users weekly rides durations

Hourly Trends in Monthly Ridership

Analysis of Cyclistic user monthly rides by time

Peak: July 5PM, Lowest: January 3AM
Seasonal Patterns:
- High ridership: Late spring (May), summer (June-August), autumn (September-October) (4-6PM)
- Low ridership: Winter (December-February), early spring (March-April), late autumn (November) (2-4AM)
Hourly Trends:
- All months peak at 8AM, 12PM, 5PM
- Winter: Lower ridership due to harsh weather
- Spring: Gradual increase, peak in May
- Summer: Highest activity, especially midday and evenings
- Autumn: Declining but still high in September-October

Customer Type Ridership

Casual Riders:
- Highest: Saturday 3PM, Lowest: Tuesday 3AM
- Dominate midday (10AM-3PM) in summer, use bikes for leisure
- Low winter ridership but dominates late-night rides
Member Riders:
- Highest: Wednesday 5PM, Lowest: Tuesday 3AM
- Dominate year-round, especially commuting hours (8AM, 5PM)
- Core commuting base remains stable despite weather changes

Hourly Trends in Monthly Durations

Analysis of Cyclistic user average monthly ride duration by time

Weekly and Hourly Trends in Monthly Ridership

Analysis of Cyclistic user week_of_month rides by time

Peak Ridership:
- Highest in summer (June–August) and autumn (September–October).
- Most rides occur on weekdays, especially Wednesdays at 5 PM.
- Member customers dominate weekday ridership, while casual riders peak on weekends.
- Weekend ridership is higher in warmer months but drops in winter.
Lowest Ridership:
- Lowest in winter (December–February) and early spring (March–April).
- Least activity during early mornings (1–4 AM), especially on weekdays.
- Casual customers have the lowest ridership in colder months.
Weekly Patterns:
- Weekdays: Strong commuter patterns (7–9 AM & 4–6 PM).
- Weekends: More balanced activity, with midday peaks (10 AM–4 PM).
Seasonal Impact:
- Winter: Sharp decline, mostly necessity-driven trips.
- Spring: Gradual rise, reflecting increased commuting & leisure.
- Summer: Peak ridership due to longer days & warm weather.
- Autumn: Gradual decline, recreational weekend rides tapering off.

Weekly and Hourly Trends in Monthly Durations

Analysis of Cyclistic user week_of_month Average ride durations by time

Popular Cyclistic Stations by Total Rides, Member Type, and Usage Differences

Analysis of Cyclistic popular stations total rides, member type rides and difference in member type usage

Popular Cyclistic Stations by Bike Type and Member Type

Analysis of Cyclistic popular stations by bike type and customer type

Conclusion

How do annual members and casual riders use Cyclistic bikes differently?

Annual Members: They use the bikes primarily as a reliable transportation option. Their usage is concentrated during peak commuting hours—typically in the early mornings and late afternoons on weekdays—with short, purpose-driven trips. Members exhibit consistent year-round usage regardless of season, reflecting a routine, work-oriented pattern.

Casual Riders: They tend to use the bikes for recreational or leisure purposes. Their usage peaks during warmer months and on weekends, with rides often occurring during midday and evenings. Casual riders generally take longer trips, suggesting exploration or recreational outings rather than efficient, goal-oriented commutes.

Why would casual riders buy Cyclistic annual memberships?

Cost Savings: If a casual rider begins to use the bikes more frequently—especially during the favorable warmer months—an annual membership can offer significant cost savings over pay-per-ride pricing.

Convenience & Flexibility: Memberships provide hassle-free access to bikes without the need for repeated transactions, making spontaneous or planned rides easier and more convenient.

Enhanced Experience: Becoming a member might come with added perks like access to better-maintained bikes, priority during high-demand periods, or member-only promotions and events, which can enhance their overall riding experience.

Transition Opportunity: As casual riders experience the convenience and benefits firsthand during peak seasons, they may find the membership a worthwhile investment even during off-peak periods.

How can Cyclistic use digital media to influence casual riders to become members?

Targeted Campaigns: Use digital advertising and social media platforms to highlight the benefits of membership, such as cost savings, convenience, and exclusive perks. Tailor messaging to showcase real-life stories of riders who have transitioned from casual to member status and enjoy improved experiences.

Engaging Content: Develop engaging content—like videos, info-graphics, and interactive posts—that illustrates how membership fits into an active, urban lifestyle. Feature scenic rides, community events, and testimonials to create an emotional connection with potential members.

Promotions & Trials: Offer data-driven digital-exclusive promotions, limited-time discounts, or trial memberships through email campaigns and social media channels. These initiatives can encourage casual riders to try membership benefits risk-free, ultimately converting them to long-term users.

Influencer Partnerships: Collaborate with local influencers and cycling enthusiasts who can authentically demonstrate how a Cyclistic membership enhances both daily commutes and leisurely rides, thereby building trust and aspirational appeal among casual users.

Recommendation

Seasonal Strategy & Winter Adaptation
Customer-Specific Engagement
Bike Type Optimization
Time-Based Pricing & Accessibility
Weekend & Leisure Growth
Data-Driven Expansion

1. Seasonal Strategy & Winter Adaptation

Winter Promotions: Offer discounts or incentives for winter riding to maintain engagement, especially for casual riders.
Cold-Weather Infrastructure: Improve bike availability at key commuter hubs with heated docking stations or better-maintained bike lanes.
Seasonal Fleet Adjustments: Reduce fleet size in winter to cut costs and optimize bike maintenance.

2. Customer-Specific Engagement

Member Retention: Introduce loyalty rewards, faster checkout processes, and subscription perks to encourage continued commuter use.
Casual Rider Attraction: Promote leisure packages, guided bike tours, or event-based rentals during peak tourist seasons.

3. Bike Type Optimization

Expand Electric Bike Availability: Since e-bikes are gaining traction, increasing their availability can appeal to both commuters and leisure riders.
Improve Scooter Marketing & Accessibility: Address adoption barriers (pricing, parking spots, or awareness) to boost scooter utilization.

4. Time-Based Pricing & Accessibility

Dynamic Pricing Model: Implement peak-hour pricing to manage high demand and offer discounts during off-peak hours to encourage longer trips.
Workforce Partnerships: Collaborate with companies to provide subsidized memberships for daily commuters.

5. Weekend & Leisure Growth

Weekend Events & Packages: Create recreational riding incentives like bundled pricing for groups, scenic ride routes, or themed bike rides.
Enhanced Midday Availability: Ensure ample bikes are stationed at parks, tourist spots, and weekend hotspots to meet demand.

6. Data-Driven Expansion

Strategic Docking Stations: Expand docking stations near key commuter hubs, tourist areas, and recreational zones.
Real-Time Ride Insights: Use mobile app notifications to guide users toward high-availability stations and suggest alternative bike options.

Enhance Bike Redistribution and Availability
Optimize Pricing Strategies to Drive Membership Growth
Strengthen Targeted Marketing and Membership Conversion Strategies
Improve Infrastructure Planning Based on Usage Patterns

1. Enhance Bike Redistribution and Availability

Ensure classic bikes are stocked at commuter-heavy stations during peak hours to meet the demand from annual members.
Place more e-bikes and scooters at tourist and recreational areas where casual riders are more likely to rent.
Implement real-time bike tracking and dynamic redistribution strategies to balance bike availability across high-demand stations.

2. Optimize Pricing Strategies to Drive Membership Growth

Introduce tiered pricing models that offer discounts for frequent casual riders who may benefit from membership.
Offer seasonal promotions (e.g., summer discounts) when casual ridership is highest, encouraging conversions.
Adjust e-bike pricing to incentivize members to upgrade plans, ensuring revenue growth while catering to rider preferences.

3. Strengthen Targeted Marketing and Membership Conversion Strategies

Use personalized app notifications and email campaigns to encourage frequent casual riders to switch to membership (e.g., “You’ve taken 5 rides this month—save more with a membership!”).
Place physical and digital advertisements at high-casual-rider stations, promoting the benefits of annual membership.
Offer limited-time trial memberships to casual riders through the app and social media to increase conversions.

4. Improve Infrastructure Planning Based on Usage Patterns

Expand docking stations in high-traffic leisure areas to accommodate casual riders who take longer trips.
Ensure key commuter hubs are well-stocked during rush hours to maintain efficiency for annual members.
Use seasonal data to predict demand fluctuations and allocate resources accordingly, preventing bike shortages or surpluses.