Cyclistic Bike Share User Analysis
PROJECT
Title: Cyclistic Bike Share Usage Analysis
By: Fanny Guan
Updated: February 22nd, 2024
SCENARIO
We are acting as junior data analyst working in the marketing analyst team at Cyclistic, a bike-share company in Chicago. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, we want understand how casual riders and annual members use Cyclistic bikes differently. From these insights, the team will design a new marketing strategy to convert casual riders into annual members.
TOOLS
RStudio
Google Sheets
Google Slides
Purpose Statement
Objective
We aim to find useful information for the development of targeted marketing strategies aimed at converting casual riders into annual members.
What information are we looking for?
We are looking for divergent usage patterns between casual riders and annual members through the analysis of 6 months of Cyclistic’s historical bike trip data.
Classic Bike vs Electric Bike
Casual members make more trips with electrics bikes at 7.8% more than with classic bikes.
​
Annual members make more trips with classic bikes but only at a small margin of 1.4% more than with electric bikes.
However, casual members take longer trips on classic bikes by 17.52 minutes on average, over double the average time on electric bikes.
​
Meanwhile, annual members also take longer trips on classic bikes but at a smaller margin of 2.82 minutes.
Ridership by Day of Week
Casual members ridership peak on weekends...
...while annual members ridership peak on weekdays.
Conclusion
What can we incentivize?
Long Bike Rides
Casual members are taking longer trips than annual members. We can offer deals based on longer duration rides.
Weekends
Casual members are riding more on the weekends than the weekdays. We can offer deals on weekend bike rides.
Classic Bikes
Even though casual members take slightly more electric bike rides, they ride classic bikes for double the duration. We can offer deals on choosing classic bikes.