Figures in response to a question which I put to the Mayor just before the christmas break, reveal that the usage of the hire bikes tails off significantly over the weekends in comparison to weekdays ,by almost half. This trend grew over September, October and November of 2010 and suggests to me we need to be encouraging local residents in central London to use the bikes more over the weekends. (Not withstanding seasonal considerations, of course)
The highest concentration of subscribers for the bike hire scheme are in Central London boroughs like the City of Westminster with 13,632 followed by Kensington & Chelsea with 8,537. The merits of the bike scheme have already been sold to the young professional (predominently male) commuters, so it is now time to bring on board the more casual weekend user for leisure and moving around the neighbourhood. A good way of doing this , is by dropping the annual subscription fee which currently stands at £45.00. There is a fundamental difference between those who select bike travel during the working week as the most expedient mode of travel during the busiest commuter time, and casual weekend users, who can take or leave the scheme because they are less time constrained or because they may choose not to make a particular journey at all.