Post on 09-May-2015
description
Posterscope UK
11/04/2023
Geography of Time
“Social Cities”
The Geography of Time
“The primary purpose of this project is to develop a better understanding of life in Britain’s conurbations. We aim to capture an array of indicators as to the quality, texture and variety of contemporary life .... with a view to anticipating future developments”
Partners: Kellogg’s, Metro, Nokia, Posterscope
Consultancy: The Trajectory Partnership
Conurbations: Birmingham, Cardiff, Glasgow, London, Manchester
Project methodologyA quick recap
Stage 1
Desk research
Review of all publicly available social, cultural and economic analyses with a specific focus on time use analysis
Stage 2
Quant survey
Robust 30 minute survey of 3500 adults across five cities: London, Manchester, Birmingham, Glasgow, Cardiff
Stage 3
Granular time use analysis
University of Oxford Centre for Time Use Studies
Urbanisation over the last 70 years
The Importance of cities is growing
1950
1955
1960
1965
1970
1975
1980
1985
1990
1995
2000
2005
2010
2015
2020
2025
2030
30
40
50
60
70
80
90
100United Kingdom United States Brazil Germany France
Source: World Resources Institute
National Well Being – Social is Paramount
INDIVIDUAL WELL-BEING
People’s own assessment of their own wellbeing
FACTORS EFFECTING INDIVIDUAL WELL-BEING
Our Relationships
Personal Finance
Education/Skills
What we do
Where we live
Health (Physical/Mental)
CONTEXTUAL DOMAINS
GovernanceNatural
Environment
The Economy
What we do – Work & Leisure balance
Where we live – Homes, local environment, community, facilities
Our Relationships – With family, friends and community
Source: Office of National Statistics “Measuring National well Being” Oct 2011
“Social Cities”
What We Do – Work Life Balance
Where we Live – Our Cities and Facilities
Our Relationships – Community, Friends & Family
What we do- Work Life Balance
Our time is split between Work, Household and Leisure ...
0
10
20
30
40
50
60
70
80
90
Have you done any of the following in the last month?
%
Source: Geography of Time 2011
In 1974 the separation between work & leisure was distinct ... Today, the boundaries are more blurred
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )
In 1974, 1 in 4 people were eating lunch at 12:30
In 2011, no more than 11% of people were having lunch at the same time
For example ... Official mealtimes at lunch are increasingly a thing of the past
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )
And we don’t stop for lunch anymore ...
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )
We’re also more likely to work throughout the day at the weekend now ...
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )
But ... Time-saving devices mean people have more time to spare
Source: Jonathan Gershuny, BBC, ESRC, ONS
Minutes per day spent on various activities
Cooking Cleaning, laundry0
20
40
60
80
100
120
100
87
59
71
41
57
2622
3023
3225
Women 1961 Women 2001 Women 2011 Series4 Men 1961 Men 2001 Men 2011 Series8
And we utilise our time by multi-tasking ... Mobiles being perceived as very useful when commuting
4555
66
788
910
1111
1319
0 2 4 6 8 10 12 14 16 18 20
Library
Theatre
Cinema
Eat in a restaurant
Played Sport
Gallery/Museum
Grocery Shopping
Household shopping
Drink in a pub/bar
Clothes Shopping
Drink in a Coffe Shop
Going to Sporting …
Going to a Nightclub
Walking around sight …
Travel to work
Having my mobile with me was useful during this activity
Which, if any, of the following statements would you use to describe the last time you ... ?
Source: Geography of Time 2011
Enjoyment is directly linked to speed of life
Often felt rushed even to do the things you had to do
Sometimes felt rushed Almost never felt rushed4.6
4.8
5.0
5.2
5.4
5.6
5.8
6.0
Whether rushed on day
Whether generally rushed
ENJOYMENT
En
joym
en
t
The less rushed people feel, the more they enjoy the day
Source: Geography of Time 2011
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
7.0
Mean
And as “Social beings” .... Leisure and Communication are the most enjoyed activities
En
joym
en
t
Source: Geography of Time 2011
Functional activities are predominantly done alone, whilst social activities by their very nature with others
0
20
40
60
80
100
120
140 Alone My partner/spouse/boyfriend/girlfriend Close friends Close family Work colleagues/acquaintance
Thinking of the last time you did the above which of the following best describes your relationship to the person/people you were with while doing this activity?
Source: Geography of Time 2011
Travel to work is habitual and easy
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
London
Manchester
Birmingham
Glasgow
Cardiff
Total
It was an enjoyable experience It was an easy experienceIt was an unpleasant experience It was a challenging/difficult experienceHaving my mobile with me was useful during this activity
Source: Geography of Time 2011
Which, if any, of the following statements would you use to describe the last time you travelled to work?
Enjoyment increases as the day progresses and is highest at weekends
7:00 AM 8:20 AM 9:40 AM 11:00 AM12:20 PM 1:40 PM 3:00 PM 4:20 PM 5:40 PM 7:00 PM 8:20 PM 9:40 PM 11:00 PM4.5
4.7
4.9
5.1
5.3
5.5
5.7
5.9
6.1
6.3
Weekday Saturday Sunday
En
joym
en
t
As expected enjoyment is highest at weekends and evenings
Source: Geography of Time 2011
Where we Live - Our Cities and Facilities
A cities Identity is unique
0
10
20
30
40
50
60
70
London Manchester Birmingham Glasgow Cardiff Total
Which of the following makes the greatest contribution to your city’s identity? (Choose up to 3 answers)
Source: Geography of Time 2011
0
10
20
30
40
50
60
70
80
90
100
It's more of a pleasure to visit
It's become more safe &
secure
It's more suitable for a
pleasant day out
There are more opportunities for
leisure
There's a better range of shops
There are more pedestrian
areas
Transport facilities are
better
London Manchester Birmingham Glasgow Cardiff Total
And generally the perception of city centres is improving ...
In terms of visiting the city centre, how much do you agree or disagree about how it might have changed in the last 5 years ...
Source: Geography of Time 2011
And there are opportunities for brands in the provision of public spaces
54
50
43
34
27
27
8
0 10 20 30 40 50 60
Provision and maintenance of public spaces
Provision and maintenance of leisure facilities
Promoting community activism and volunteering
Live entertainment
Provision of information/enquiry/customer service points
Providing out of home internet connectivity for all
Temporary interactive brand experiences
Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or through sponsorship as a way of giving something back to the community: (MC)
Source: Geography of Time 2011
Consumers are particularly satisfied with the shopping facilities in each of their respective cities
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Schools
Medical Services
Public Transport
Local media
Leisure Facilities
Public Spaces
Nightlife
Global transport links
UK Transport links
Universities/Colleges
Pubs/Bars/Restaurants
Arts/Cultural Facilities
Shopping Facilities
Excellent Good Fair Poor
Please state whether you consider TOTAL services to be...
Source: Geography of Time 2011
0
10
20
30
40
50
60
70
80 London Manchester Birmingham Glasgow Cardiff Total
Leisure facilities are considered to be the best features of most cities
58% go ‘shopping for pleasure’ at least 1-3 times per month
88% agree that their last clothes shopping trip was enjoyable or easy
Please state which is the BEST feature of YOUR city* (3 answers from list)
Source: Geography of Time 2011
But the cost of Leisure is increasing ... providing both challenges to consumers and opportunities for brands
Source: HBOS report
= 2-1 Leisure Tickets= Subsidised Travel
85% say reason to Interact with poster is to download vouchers/special offers
% Agree Mar 2002£
Mar 2011£
Mar 2012£
1 year % change
10 year % change
Football Tickets £17.22 £44.05 £48.90 11% 184%
Car Fuel £51.31 £93.03 £96.95 4.2% 89%
Train Ticket £14.55 £22.24 £23.38 5.1% 61%
Gym £24.94 £35.65 £36.65 3.3% 48%
Theme Parks £27.20 £38.66 £39.64 2.5% 46%
Cinema £4.29 £6.06 £6.24 3% 46%
Eating Out £14.12 £19.35 £20 3.4% 42%
TV (e.g. Virgin, Sky) £32.88 £44.91 £45.75 1.9% 39%
Take away £8.15 £10.80 £11.12£ 3% 36%
Gardening £15.35 £15.90 £17.90 12.6% 17%
CPI INFLATION 3.5% 29%
People would particularly like to see companies involved in the provision of Leisure
54
50
43
34
27
27
8
0 10 20 30 40 50 60
Provision and maintenance of public spaces
Provision and maintenance of leisure facilities
Promoting community activism and volunteering
Live entertainment
Provision of information/enquiry/customer service points
Providing out of home internet connectivity for all
Temporary interactive brand experiences
Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or through sponsorship as a way of giving something back to the community: (MC)
Source: Geography of Time 2011
And we travel various distances for different leisure activities ...
Our Relationships – Community, Friends & Family
Community Spirit could be better but 2012 has helped ...
RATE NEIGHBOURHOOD AS GOOD/EXCELLENT FOR ...
Total London Manchester Birmingham Glasgow Cardiff
COMMUNITY SPIRIT 37% 35% 40% 35% 41% 38%
AS A CLOSELY KNIT COMMUNITY 31% 27% 30% 30% 35% 37%
BEING FRIENDLY 56% 49% 60% 55% 61% 66%
GOOD FOR MEETING PEOPLE MAKING FRIENDS
33% 30% 34% 34% 38% 34%
LOTS OF THINGS TO DO 31% 34% 28% 30% 32% 30%
Source: Geography of Time 2011
And Locality and Neighbourhoods are important to people ...
% Agree Total London Manchester Birmingham Glasgow Cardiff
Feel like they belong to this neighbourhood
53% 51% 57% 48% 56% 57%
The friendships /associations with other
people in neighbourhood mean a lot
44% 43% 45% 41% 44% 45%
If needed advice about something could go to
someone in neighbourhood for help
43% 41% 45% 44% 41% 46%
Would be willing to work together with others on something to improve
neighbourhood67% 69% 64% 69% 64% 70%
Think of myself as similar to the people who live in
this neighbourhood 50% 46% 52% 48% 52% 58%
Source: Geography of Time 2011
6 in 10 of us talk to our neighbours once a week ... Yet the relationships are often superficial
The average number of neighbours for the following:
• Know to say hello to – 8
• Know by name – 6
• Could help when you are away – 2
• Socialise with - 1
Source: Geography of Time 2011
Therefore we often travel to meet up with friends and family
Source: Geography of Time 2011
Despite Online Social Networking ... Social is still local with technology enabling us to meet up more often
60% people have a significant proportion
(all/most/some) of their online friends living ‘locally’
57% see their online friends that live ‘locally’ on
a weekly basis
Source: Geography of Time 2011
And Technology is a Real World Social Enabler
0-50 51-250 251-500 500+0%
10%
20%
30%
40%
50%
60%
31% 33%43%
49%
% R
ea
ch
of
So
cia
lisin
g O
OH
Socialising OOH = Socialising & (Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
Source: Touchpoints 2012