(23 Nov 2013, 4:04 pm)citaro5284 wrote How do you know that bus operators do not identify trends with smartcard usage - not everyone who shops in Tesco has a clubcard either.
You are right, not everyone has a clubcard.
I would put a bet that the uptake of clubcards compared to key cards is greater though (based on a sample percentage).
Even if key card holders do have their travel patterns analysed, I am guessing the uptake compared to actual passenger numbers carried, that any analysis would be distorted, vague or at the very least not suitable for purpose.