August/September page 12.
Bicycle Victoria RiderLog IPhone App
"RiderLog is the IPhone app that turns every ride into a vote for better bicycle facilities, by recording the basic details of your trips and anonymously uploading them onto the Bicycle Network. All travel logs are them cumulated to show when, where and why we are riding."
I don't have an IPhone so that lets me out ATM.
Not sure that they can extrapolate the "why" part with total accuracy.