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Smarter TravelStyle - Swindon
A tool for profiling an area in terms of the population’s receptiveness to travel behaviour
change projects
1
Swindon Smarter Travelstyle
Smarter TravelStyle - Swindon
Using Smarter TravelStyle to identify target locations
Ι What is Smarter TravelStyle?■ A geo-demographic profiling and targeting system■ Developed in-house by Steer Davies Gleave■ Based on the fusion of a commercial geo-demographic system
(MOSAIC) and travel behaviour data including from Darlington and New Malden
■ Segments the population according to a combination of travel behaviour and lifestyle variables
■ Based at an individual postcode level, allowing a fine geographical segmentation of the population
Ι What does this mean for Swindon?■ The following slides introduce Smarter TravelStyle, show where the
different demographic segments reside across Swindon and highlight areas with a greater propensity for Travel behaviour change
Smarter TravelStyle - Swindon
Smarter TravelStyle groups
Affluent ProfessionalsHighest participation
Car usersABC1 Employed
High incomeMarried
Young Minded
YoungerSingle or co-habiting
StudentsHave car
Motorised Lifestyles
ABC1C225-44 years old
2+ carsShort time at address
Urban ChallengeLowest participationSingle Divorced
18-29 years oldPoor health
No car DE Social grade
Independent Elders
Small householdMarried Widowed
60+ years old1 car Poor health
State Support
All age groupsNo car
DE Social gradePoor health
Family Focus
C1C2DLarge households
Married with childrenMiddle aged
Traditional Values
Small household1 car
MarriedC2D Social grade
Rural
ABC1C2Married
45+ years old2+ cars
Smarter TravelStyle - Swindon4
Index of Participation in Smarter Travel Initiatives
114
7275
111
63
135131
110
143
0
20
40
60
80
100
120
140
160
Affluentprofessionals
MotorisedLifestyles
Family Focus Rural Young minded Traditionalvalues
State support IndependentElders
Urban challenge
This chart shows how likely people in each group are likely to participate compared to the average for all households involved.
Average participation
Smarter TravelStyle - Swindon5
Index of Cycle Resource take-up
This chart shows how likely people in each group are likely to request cycling resources, such as cycle maps, maintenance sessions (such as Dr. Bike) and cycle training
52%51%
40%
32%
42%
48%
35%
44%
0%
10%
20%
30%
40%
50%
60%
Affluentprofessionals
MotorisedLifestyles
Family Focus Traditional values Young minded IndependentElders
State support Urban challenge
Average 43%
Smarter TravelStyle - Swindon
Swindon Borough -Smarter TravelStyle profile
Smarter TravelStyle group
Number of households
(%)
Affluent Professionals
5,400 (6%)
Family Focus 7,700 (9%)
Independent Elders
4,000 (5%)
Motorised Lifestyle 9,400 (11%)
Rural 800 (1%)
State Support 9,700 (11%)
Traditional Values 18,800 (22%)
Urban Challenge 3,400 (4%)
Young Minded 24,900 (30%)
Total 84,100
Smarter TravelStyle - Swindon
Swindon Urban Area - Smarter TravelStyle profile
Smarter TravelStyle - Swindon
West Swindon – Smarter TravelStyle profile
Smarter TravelStyle group
Number of households
(%)
Affluent Professionals
1,150 (10%)
Family Focus 240 (2%)
Independent Elders
40 (0%)
Motorised Lifestyle 2,380 (22%)
Rural 0 (0%)
State Support 950 (9%)
Traditional Values 1,250 (11%)
Urban Challenge 500 (5%)
Young Minded 4,430 (41%)
Total 10,900