Santa Monica’s Big Blue Blus has a pending RFP out for a re-design of their site, and they divide the web audience into four categories (in order of importance):
1. Current riders
2. Disabled riders
3. “Transit curious”
4. Civic/government/press
I like the term “transit curious” quite a bit, but I think “potential riders” strikes a better tone for agencies that are looking to sell the service. Those “transit curious potential riders” (to mash it all up) are fares waiting to be collected, if only the agency can make it easy for them to figure out what bus takes them where they want to go and how they can catch it.
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