Improved convenience or a cyber security threat? Public acceptance of mobility-as-a-service in Great Britain

Abstract

This study examines public perceptions of Mobility-as-a-Service (MaaS)—an emerging transport model that integrates multiple services such as public transit, ridesharing, and cycling into a single, user-friendly digital platform, offering travellers a comprehensive multimodal transportation solution. While MaaS is gaining traction, it remains a relatively new concept, and public understanding and acceptance are still developing. To explore this, we conducted four online focus groups in January 2024 with 24 participants from both urban and rural areas across Great Britain, including London, Greater Manchester, rural Exeter, and rural Norwich. Using the Technology Acceptance Model as a framework, we investigated factors influencing willingness to adopt MaaS, including practical concerns and digital trust. Our findings indicate that adoption is influenced by location, technological familiarity, cost, and socio-demographic factors such as age. Participants in rural areas questioned the feasibility of MaaS in their local contexts. While concerns about data privacy and cyber security were not initially raised, once prompted, they emerged as important factors shaping trust and adoption. Based on these findings, we recommend that MaaS providers prioritise data security, transparency, and effective communication to support broader adoption. Incorporating security features into the core service design is also essential for building user trust and encouraging wider acceptance.