27-12-TAP Attachment C - Rider Growth.xlsx

This file is a rider growth report attachment for the Massachusetts Transportation Access Program (TAP) On-Demand Rideshare Service contract, covering the period from August 1, 2025 through July 31, 2026. The report presents comprehensive metrics on rideshare service adoption and utilization across the program's service area. Key performance indicators tracked include accounts created (38,126 total, with non-referral and referral account creation trends), active riders (ranging from 994 to 1,815 monthly returning riders), completed rides (averaging approximately 7.2 to 7.5 million rides monthly), and rider engagement progression through a multi-tier completion funnel. The data reveals account creation peaked in October 2025 with 1,879 non-referral accounts, while active returning riders remained relatively stable between 1,395 and 1,815 throughout the monitoring period. The report segments rider classifications by acquisition source, request origin and destination zones, service type, and rider creation source, providing detailed filters for program analysis.

The rider growth funnel analysis demonstrates program penetration and engagement levels, with 79.4% of created accounts resulting in ride requests, approximately 47.9% completing at least one ride, and approximately 3.3% of unique riders achieving 100 or more completed rides. The data indicates varying levels of rider retention and repeat usage, with declining active rider numbers evident in June and July 2026. These metrics serve as performance benchmarks for evaluating the on-demand rideshare service's effectiveness in achieving program objectives for the Transportation Access Program's ADA-compliant, statewide eligible participant population.