Three questions guide the future marketing program:

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

  2. Why would casual riders buy Cyclistic annual memberships?

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

Members show clear peaks during commuting hours (around 7-9 AM and 4-6 PM) as they use bikes to travel to and from work.

Casual riders use bikes more around midday or early afternoon (11 AM to 4 PM), indicating recreational use rather than commuting.

Casual riders ride more on the weekend then the weekdays.

Casual riders take fewer rides but the rides are longer.

Key findings

Casual riders use Cyclistic for recreation while members use them to commute.

Adding a new tailored membership tier, increasing the price based on trip duration, or convincing casual members to take a bike to work may entice casuals to become annuals.

Digital media highlighting benefits of annual membership or the benefits of riding a bike to work are likely to be successful.