Background & Methodology
The six segments of community cohesion Family and Social Interaction
Leisure and Entertainment
Sport
Community Cohesion
Finance
Environment
Government and Public Services
Significant events...
Recession
Social Media
Government
Methodology Research carried out by 4,971 adults (16+) interviewed Telephone & online Fieldwork March 20th to April 18th 2011 Vox pops April & May 2011 – Cardiff – Glasgow – Leeds – Kent
Recession has increased community spirit…
81%
“The recession has made supporting your local community more important”
85% 81%
90%
80% 84% 83%
83% 71%
79%
78% 90% Base: All respondents 2011 who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
83%
What we discovered‌ People are loving local more than before They continue to spend most of their time and money locally Local media is the best way for brands to take advantage of the new rise of local It works. People act on it
People are
more than before
People feel safer…
82
78
%
“I feel safe when I’m out and about” 2008
%
“My area is a good place to bring up children”
69%
2008
Cardiff Female 16-35 Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
72%
People know more people…
73
%
“I know a lot of people in my local area” 2008
% 71
82 %
Urban
Rural
67%
versham Male 55+ Fa
Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
People feel better integrated into their community…
74
%
“I feel I am part of/ well integrated into the local community” 2008
70% 82% Urban
Rural
63%
L ee Male 35-54 Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
ds
People are proud of the area they live in…
82
%
“I am proud of the area in which I live” 2008
71%
Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
People are more positive about local… “The country “O v e rall Iw o uld s ay is im p ro v ing ” that my local area is im p ro v ing ”
2011
32%
31% 2008
Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
70%
57%
Issues are more positive at a local level‌ This country is improving The standard of public institutions, services and facilities at a national level is really good This country is doing well economically
32%
62%
17%
70%
71 %
29 %
Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
My local area is improving
The standard of public institutions, services and facilities at a local level is really good
The local economy in my area is really strong
People spend most of their time and money close to home‌
People continue to live their lives locally... “I spend half or more time...�
Base: All respondents (4,971) Source: NS/Loving Local Survey
80
%
93
%
93
81
%
%
“I try to buy local produce whenever I can”
“I like companies that involve themselves in the local community”
84
%
“I am more likely to buy brands that give something back to the local community” Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
And they spend most of their money locally… “I spend half or more of my money...”
Base: All respondents (4,971) Source: NS/Loving Local Survey
76
%
92
%
Local media provides the most trusted environment… “Which of these contains content that you trust?”
45% 37% 33%
32% 17% 15%
Television National newspapers
Online
Magazines
Commercial Radio Base: All respondents (4,971) used media in past week Source: NS/Loving Local Survey 2011
Local media
Local pride is fuelled by local media… “Which of these are relevant to having a sense of pride in the area you live?”
73% 19% 12%
9% TV
6% 6% 6% Outdoor
Magazines
Commercial Radio
National newspapers
Base: All respondents (4,971) Source: NS/Loving Local Survey 2011
Internet
Local media
Local media informs the community… “Which of these are relevant to knowing whether the area is improving?”
74% 32% 12% Internet
9%
5%
7% Commercial Radio 6% National newspapers
Magazines Outdoor Base: All respondents (4,971) Source: NS/Loving Local Survey 2011
TV
Local media
Local media engenders a real sense of belonging... “Which of these are relevant to feeling part of your community?�
73% 22% 11%
11% 7% 6% 5%
Outdoor
Commercial Radio
Magazines National newspapers Base: All respondents (4,971) Source: NS/Loving Local Survey 2011
TV
Internet
Local media
Local media informs people about their local facilities… “Which of these are relevant to knowing about institutions, services and facilities in your area?”
72% 43% 12%
11% 9% 6% 6%
TV Outdoor
Magazines National newspapers Base: All respondents (4,971) Source: NS/Loving Local Survey 2011
Commercial Radio
Internet
Local media
Local media informs people about products and services… “Which of these are relevant for knowing about products and services offered by companies in your area?”
67% 45% 19% 15%
11% Commercial Radio
9% Outdoor
9% Magazines National newspapers
Base: All respondents (4,971) Source: NS/Loving Local Survey 2011
TV
Internet
Local media
Involvement in community and the relevance of local media follows through to action on advertising‌
Real action on advertising‌
45
%
Used a product/ service due to ad
51
%
Used coupon/ money-off voucher Base: All respondents (4,971) Source: NS/Loving Local Survey
50
%
Visited a store/ outlet due to ad
60
%
Net any action
Advertising in local media works across all demographics…
63
56
%
59
ABC1
%
16–34
%
61
C2DE
%
35–54
Base: All respondents (4,971) Source: NS/Loving Local Survey
61% 55+
And national advertisers are welcomed…
64
%-
“I like to see national brands advertising in my local paper”
Le Male 16-34
eds
Glasgow Female 35-54 Base: All respondents who gave an opinion Sample; 4,971 Source: NS/Loving Local Survey 2011
ACTION
A reminder‌
72
%
93
%
92
%
Local area improving
Spend half or more time locally
Spend half or more money locally
73
73
60
%
Local media relevant to sense of pride
%
Local media relevant to feeling part of the community
%
Take action as a result
In summary‌
www.lovinglocal.co.uk