PUBLIC OPINION SURVEY
SEPTEMBER 2009
Research Objective
Provide an independent, objective, representative and robust picture of public attitudes in Staffordshire towards…
• Staffordshire Casualty Reduction Partnership/Safer Roads Partnership• Speeding• Speed cameras
Research Method
781 face-to-face interviews in town centres throughout Staffs
Locations broadly proportionate to population distribution: • Leek, Biddulph, Cheadle• Newcastle, Kidsgrove• Hanley, Longton, Tunstall• Stafford, Stone• Cannock, Rugeley• Burton, Uttoxeter• Tamworth• Lichfield• Wombourne, Great Wyrley
Representative quotas placed on age and gender
Fieldwork: 11-30 June 2009
One-in-three people in Staffordshire neither drive a car nor ride a motorbike
Base: All respondents
One-in-two drivers have been in an accident at some time
Base: Drivers/motorcyclists
One-in-three Staffs drivers have been caught by speed camera at least once
Base: Drivers/motorcyclists
The great majority think speeding is selfish
Base: All respondents
Majority are also aware of dangers of even slightly exceeding limit
Base: All respondents
Two-in-three people are worried about the speed of vehicles where they live
Base: All respondents
And yet great majority of people think ‘almost everyone speeds’
Base: All respondents
Mixed opinions on whether speeding is only dangerous in certain circumstances
Base: All respondents
One-in-two motorists say they often don’t realise they’re speeding
Base: Drivers/motorcyclists
One-in-four drivers say they only look at their speedo if they see a camera
Base: Drivers/motorcyclists
And one-in-two say speed cameras have made them slow down
Base: Drivers/motorcyclists
Especially those who’ve been flashed!
Base: Drivers/motorcyclists
People are more positive about fixed than mobile cameras. But overall far more people support speed cameras than don’t support them.
Base: All respondents
Just one-in-three people think camera sites are chosen to catch most motorists. Primarily middle-aged men and medium-high mileage motorists, but no difference by whether caught
Base: All respondents
Low awareness of where money from speeding tickets goes
Base: All respondents
On average, people think enforcement should begin at 34mph in a 30 zone – with no real demographic variations
Base: All respondents
Split opinions about safety on Staffordshire’s roads
Base: All respondents
Primarily dependent on age group: young people think our roads are safer, older people think they’re more dangerous.
Base: All respondents
Only one-in-ten people have heard of the Partnership
Base: All respondents
And few know what the Partnership does!
What do you think the Staffordshire Casualty Reduction Partnership does? %
Aiming to improve road safety 17
Raise road safety awareness 7
Involved with speed cameras 5
Aiming to stop accidents by reducing speed 4
Educates/using education 4
Helps/works with police 3
Monitors roads/speed limits 2
Enforces speed limits 1
Negative comments (makes money from motorists etc.) 1
Other 4
Don’t know/no idea 59
Even after prompting, only small minority aware of Partnership’s specific responsibilities
Base: All respondents
Once they know what it does, one-in-two have confidence in the Partnership. But somewhat muted and 27% aren’t sure either way
Base: All respondents
Primarily though due to lack of awareness – plus some scepticism
Reasons for not having confidence in Partnership/not knowing whether do or don’t
%
Don’t know (because haven’t heard of it) 58
Hasn’t made much/any difference/people take no notice/still speed 15
Haven’t heard of it/not well publicised – so can’t be very effective 7
Making money out of motorists/out to fleece motorists 4
Cameras not always effective/in wrong place etc. 2
Not sure of effectiveness 3
Base: all who don’t have confidence/don’t know if do or don’t (367)
Conclusions
Just 64% of Staffordshire residents drive a car. Generally relatively low mileage, and primarily on local roads
The exceptions:Higher social grades and educationMenMiddle age groups: 35-54
These do higher mileage – often for work.
One-in-two drivers have had an accident. Men are significantly more likely to have had an accident than women – whatever their mileage
Conclusions
One-in-three drivers have been caught at least once by a camera. Most likely to be caught:MenThose who’ve been in an accidentHigh mileage drivers35+ (including the low mileage over 65s)
These people are much less likely than others to think speeding is…SelfishDangerous
And more likely to…Think that speeding is only dangerous in certain circumstancesOnly look at their speedo if they see a cameraOften not realise they’re speeding
Conclusions
This research strongly suggests that cameras (especially mobile ones) are keeping these drivers in check, but undoubtedly are not popular with them.
They do not however represent the majority of the Staffordshire population.
Detailed analysis reveals that males, who’ve been caught speeding, and don’t support speed cameras constitute 12% of the Staffordshire population
Conclusions
The majority of Staffs residents…
Support speed cameras
Know that cameras are sited at accident black spots
Think that enforcement should begin at 34mph in a 30 zone (but beware; this will be for other drivers, not themselves)
Have (muted) confidence in the Partnership – once they know what it does
Conclusions
The majority of Staffs residents do not know…
About the Casualty Reduction Partnership (its existence and responsibilities)
Where the money from speeding fines goes
That our roads are becoming safer
What we don’t know however is whether knowing these facts would make them any safer drivers
Hence we’d suggest it be communicated externally through (free) PR, rather than (costly) marketing campaigns.
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