Knowing about a public bicycle share program in Montreal, Canada: Are diffusion of innovation and proximity enough for equitable awareness?

Researchers and practitioners are increasingly interested in public bicycle share programs (PBSP). Greater PBSP use promotes health benefits through increased physical activity yet financial costs and distant location of docking stations are barriers to PBSP uptake and reach of health promoting amenities is poorer among lesser educated individuals. However, lack of awareness of PBSP is the first barrier to overcome. This study examined 2-year changes in lack of awareness of a transport-related innovation implemented in Spring 2009 in Montreal, Canada, namely a PBSP called BIXI© as a function of proximity to bicycle docking stations and educational attainment As part of a larger investigation, a repeated cross-sectional design was used. A sample of 7011 adults was recruited through random-digit dialling to landline telephones in three population surveys: prior to implementation (n=2000), after season 1 (n=2502), and after season 2 (n=2509). Multivariable logistic regression analyses examined associations of survey periods, proximity to docking stations, and education with lack of awareness while controlling for socio-demographic and health characteristics. At baseline, lower education and absence of docking stations within walking distance were associated with lower likelihood of awareness of the PBSP. There was a greater likelihood of being PBSP-unaware among those with lower education after season 1 implementation in comparison to those with higher education (OR=1.60, 95%CI: 1.18, 2.19). Those with lower education after season 2 implementation in neighbourhoods where PBSP was available were more likely to be PBSP-unaware in comparison to those with higher education in neighbourhoods without PBSP docking stations (OR=1.63, 95%CI: 1.01, 2.64). Although lack of awareness decreased over time, greater percentages of being PBSP-unaware were observed among those with lower education and living in neighbourhoods both with and without PBSP docking stations. Despite accessibility of the PBSP docking stations in neighbourhoods, inequalities in awareness persist.