Taxi is a unique public transportation because it has no certain route in its operation. Taxi also offers the service that similar with private vehicles. This research is aimed to identify the characteristics of taxi users and its selection model in Malang region. Descriptive-quantitative analysis and multiple regression analysis are used as data analysis method. The results shows that 55% of taxi users in Malang are female 51% in age range of 16-25 years old 56% are undergraduate degree holders 39% are students 37% have salary range of more than Rp 500 00.00 54% are permanent residences 43% have at least one private vehicle 45% have bus or train station as taxi base 38% use taxi to get home 57% use taxi at least once a month 31% use taxi in distance range of 5-10 km 50% use taxi charge as bargained-package 48% are Rp 15 000.00 - Rp 20 000.00 of fare and 45% use taxi as a rapid transport. The model of first choice of mode is represented as U (Tk - Al) -0.507 - 0.0667 T - 0.00282 C (R2 0.904) and the second as U (Tk - Al) -0.508 - 0.0691 T (R2 0.904).