I am using generate service areas for areas in North Carolina and noticed that the drive times seem too low in city areas. Is there any information about accuracy of this tool or ways to include traffic considerations?
are speed limits incorporated? turn restrictions? or other impedances? If not, I suspect that simple distance is being used. There are network analyst tutorials listed in the help files and a variety of other resources available from esri
Are you using the online service to solve the service areas? If yes, you can specify a start time/day of week and get drive times based on historical travel times. Or you can use current time/date and use real time traffic values.