Decarbonizing urban mobility through data-driven services: How to achieve modal shift?

Due to still relying heavily on motorized private vehicles, mobility hinders the sustainable functioning of societies. This has led to an increasing pressure to direct individuals towards sustainable mobility options, mostly in-cluding active mobility (i.e., walking, cycling) and public transport. During the recent years, mobility has become increasingly datafied, providing new ways to increase the attractiveness of sustainable options. In this manuscript, we provide a framework to capture the different ways in which data and information can aid in making sustainable modes of mobility more appealing, serving future ef-forts in the domain. It is noteworthy that, while the technology that enables da-ta-driven mobility is maturing, the main hurdles to overcome relate to organiza-tional, regulatory, and data-related issues.