Heavy car user, frequent flyer persona: Oliver
Helping DfT understand the transport needs of people living with their families in affluent small towns or rural areas.
Applies to England
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Oliver is a fictional character that provides us with one illustration of a transport user who belongs to the heavy car users, frequent flyers segment.
People in this segment are aged between 30 and 50, in employment, and live with their family (partner and children) in affluent small towns or rural areas.
This persona pack outlines:
- enablers and barriers to different transport modes
- general transport habits
- frequent and less frequent journeys
- use of technology and media
- shopping behaviours
- access to transport
- understanding travel choices
These personas are evidence-based and were developed using new survey evidence and ethnographic research to allow us to better understand the transport choices and potential areas of improvement for this user group.
Oliver is just one of the Department for Transport’s 12 transport user personas. For more information, see Transport user personas: understanding different users and their needs.