Rethinking urban mobility: A latent class analysis of Mobility-as-a-Service (MaaS) adoption tendencies

As cities confront rapid urbanisation and rising motorisation, MaaS is gaining traction as a potential solution to urban mobility challenges. However, existing research often treats adopters as a homogeneous group, overlooking the diversity in preferences and adoption tendencies across different populations. This study applies Latent Class Analysis (LCA) to segment potential MaaS adopters based on preference heterogeneity, highlighting distinct service expectations and adoption tendencies. Drawing on survey data from over 1000 respondents in Ghana, including private car users who also use public transport, as well as regular public transport users, the analysis reveals how nuanced preferences, socio-demographic, contextual, and informational factors shape MaaS receptiveness. A four-class solution emerged within each user group. Among private car users, the largest segment, comprising three-fifths of respondents (60%), emerged as ideal early adopters, demonstrating support for fully integrated and responsive MaaS services. Conversely, the smallest segment among public transport users (14.7%) prioritises inclusivity and flexible mobility, positioning them as a strategic niche for MaaS initiatives focused on accessibility and multimodal integration. The study concludes with policy recommendations to support future MaaS implementation in emerging urban contexts. • MaaS adoption tendencies analysed using Latent Class Analysis. • Public transport reliability plays a key role in shaping MaaS receptiveness. • Scepticism is observed among public transport users in most classes. • Socio-demographic and contextual factors influence adoption tendencies.