+ All Categories
Home > Documents > Swindon Smarter Travelstyle

Swindon Smarter Travelstyle

Date post: 03-Jan-2016
Category:
Upload: george-allison
View: 35 times
Download: 0 times
Share this document with a friend
Description:
Swindon Smarter Travelstyle. A tool for profiling an area in terms of the population’s receptiveness to travel behaviour change projects. Using Smarter TravelStyle to identify target locations. What is Smarter TravelStyle? A geo-demographic profiling and targeting system - PowerPoint PPT Presentation
8
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
Transcript
Page 1: Swindon Smarter Travelstyle

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

Page 2: 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

Page 3: Swindon Smarter Travelstyle

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

Page 4: Swindon Smarter Travelstyle

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

Page 5: Swindon Smarter Travelstyle

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%

Page 6: Swindon Smarter Travelstyle

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

Page 7: Swindon Smarter Travelstyle

Smarter TravelStyle - Swindon

Swindon Urban Area - Smarter TravelStyle profile

Page 8: Swindon Smarter Travelstyle

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


Recommended