This study analyses the structure of transit demand in Atlanta’s transit system to understand why different elements of the network appeal to bus and rail riders. By estimating direct demand models of work trip use between pairs of traffic analysis zones, the authors find that self-identified bus riders come from poorer areas having fewer autos per household and seek to reach jobs scattered throughout the metropolitan area. Their demand is highly elastic with respect to travel time. They care not about the presence of transit-oriented development (TOD) attributes at either origins or destinations. Self-identified rail riders primarily access transit by automobile and value fast service to within convenient walking distance of employment, such as in the central business district (CBD) and some but not all TODs. The results suggest that an agency could increase ridership by both groups using a core network of higher speed lines that provide access to decentralised employment centres.