Market Research Results for East Devon AONB 4 th June 2018

Transcription

1 Market Research Results for East Devon AONB 4 th June 2018

2 Research Methodology Face to face field interviews with 400 respondents conducted in 4 key locations v Budleigh Salterton v Colyton v Honiton v Sidmouth Interviews were conducted with respondents aged 16 and over Interviews were conducted between April 10 th and May 23 rd 2018

3 Research Aims and Objectives To gauge unprompted awareness of the term Area of Outstanding Natural Beauty (AONB) To measure unprompted awareness of any projects being undertaken by the East Devon AONB and to seek public opinion as to which villages are already AONB To understand what support and actions the public understand are involved when classifying an area as an AONB To assess, from a prompted list, perceived benefits and problems for those areas classified as AONB, and whether East Devon AONB is a positive or negative thing

4 Classification A quota sample was set to represent the population of Devon and consistency with the previous surveys. Therefore there is a bias towards those aged over 55 and females. Sample Size = 400 Age Group Gender % % % Female 59% Male 41%

5 Awareness of AONB

6 Have You Heard of the Term AONB? Awareness of the term AONB shows an improvement since 2008 with 97.5% being definitely aware of the term Definitely 'yes' 97.5% 94% 90% Possibly 'yes' Unsure Possibly 'no' Definitely 'no' 0.5% 2% 4% 1% 0% 1% 0% 1% 1% 1% 4% 5% 0% 20% 40% 60% 80% 100% 120%

7 Have You Heard of the Term AONB? by age % 95% 98% 91% 98% 100% 3% 1.5% 0.5% 2% 1% 0% Possibly 'yes' Definitely 'yes' Definitely 'yes' Possibly 'yes'

8 Have You Heard of the following.? Yes Unsure No World Heritage Coast 92% 3% 5% Blackdown Hills AONB 84% 5% 11% East Devon AONB 88% 6% 6% 75% 80% 85% 90% 95% 100%

9 Have You Heard of the following.? % yes by year World Heritage Coast 92% 96% 95% Blackdown Hills AONB 62% 84% 81% East Devon AONB 70% 88% 91%

10 Do You Recognise, or Can You Identify these Logos? Yes Unsure No 11% 32% 57% 17% 18% 65% 18% 21% 61% 16% 27% 57% 15% 35% 50%

11 Identification of Logos? Breakdown of yes responses to whose is it or where have you seen it? Identification of Logo as: EDDC 84 EA 21 DCC 27 AONB 51 DWT 79 Where Seen Signs 27 Signs 8 Vehicles 9 Road Signs 32 Signs 13 Vehicles 16 Wetlands 3 Signs 7 East Devon Way 2 Leaflets 6 Letters 6 Leaflets 2 Online 6 East Devon? 2 Letters 3 Website 5 Letters 2 Letters 5 Leaflets 1 Badger Trust 3 Adverts 2 Green Tourism 1 Road Signs 3 Adverts 1 Wildlife Protection 2 Bus Stops 2 Online 1 Leaflets 3 Online 1 Exeter Races 2 Planning App 2 Forest 1 Adverts 3 Shows 1 Hembury Fort 2 Brochures 1 Exeter Races 2 Birds 1 Adverts 1 Parking Signs 1 Footpaths 1 Footpaths 1 Online 1 Public Places 1 Shows 1 Wetlands 1 Shows 1 Shows 1 Bus Route 1 RSPCA 1 Footpaths 1 Badges 1 Nature 1 Badges (Taxi) 1 Badger Crossing 1 On Common 1 Wetlands 1

12 Are any of the following villages in East Devon AONB? Yes Unsure No Branscombe 85% 13% 2% Farway 47% 44% 9% Otterton 70% 25% 5% Raymonds Hill 23% 52% 25% West Hill 45% 34% 21% Woodbury 70% 21% 9% Uplyme 40% 41% 19%

13 Do you think classifying an area as an AONB involves? 2013 Yes Unsure No 2018 Wildlife Conservation 85% 9% 6% 88% 9% 3% Landscape Conservation Support for Agriculture 58% 94% 28% 3% 3% 14% 63% 96% 23% 3% 1% 14% Grants for Small Businesses 38% 33% 29% 44% 32% 24% Support for Local Communities 63% 23% 14% 68% 21% 11% Attracting More Visitors 89% Stricter Controls on New Building 82% 6% 5% 12% 6% 91% 87% 6% 3% 9% 4%

14 Benefits that might result for an area classified as an AONB? 2013 Yes Unsure No 2018 More Jobs for Local People 52% 22% 26% 53% 23% 24% More Funding from Outside Area Higher Profile among Tourists Protection for Landscape & Scenery Protection for Wildlife 69% 92% 97% 93% 21% 10% 4% 4% 2% 1% 5% 2% 74% 93% 98% 92% 18% 8% 5% 2% 1% 1% 6% 2% Safeguarding for the Future of Area 94% 4% 2% 95% 4% 1%

15 Problems that might result for an area classified as an AONB? 2013 Yes Unsure No 2018 Less Jobs for Local People 25% 28% 47% 24% 26% 50% Higher House Prices 82% 8% 10% 85% 10% 5% More Congestion on Roads 64% 14% 22% 64% 17% 19% More Restrictions on Farmers 57% 28% 15% 64% 23% 13% More Red Tape for Business 62% 24% 14% 67% 20% 13%

16 Are you aware of the following? Yes Unsure No South West Coast Path 94% 0.5% 5.5% East Devon Way 78% 6% 16%

17 Are you aware of any other footpaths in the South West? These are the actual responses and number of times each was mentioned. Footpath Mentions Footpath Mentions Footpath Mentions Tarka Trail 34 McMillan Way 2 Exmouth Estuary 1 Two Moors Way 16 Orcombe 2 Foye Way 1 River Otter 9 Plymbridge 2 Granite Way 1 Jurassic Coast Path 7 Ridgeway 2 Hartland Way 1 Camel Trail 6 South Devon Coast 2 His Majestys Way 1 Heritage Trail 5 Stoplyme Way 2 Mollyx 1 Coleridge Way 4 Undercliff 2 Monmouth Trail 1 Pilgrims Way 4 Wessex Way 2 National Trust 1 Saints Way 4 Blackbury Hill 1 Otterhead 1 Dartmoor 3 Blackdown Hills 1 Plymouth to Lynmouth 1 Monarchs Way 3 Brid Valley 1 Quantocks 1 Two Coast Walk 3 Coly River 1 Seaton Golf Course 1 Bridleways 2 Cotleigh 1 Templar Way 1 Byers Walk 2 Cotswolds Walk 1 The Landslip 1 Devon Heartland 2 Cullompton 1 Two Castles Way 1 Grand Union Canal 2 Drovers 1 Uffculme-Culmstock 1 John Hudson Way 2 Exe Valley Way 1 Wetlands 1 Exmoor 1

18 Are you aware of any particular wildlife associated with East Devon? A wide variety of wildlife was mentioned here they are arranged in order of popularity Species Mentions Species Mentions Species Mentions Otters 162 Water Voles 5 Osprey 2 Badgers 124 Adders 5 Ravens 2 Beavers 117 Kestrels 5 Skylark 2 Deer 83 Peregrine Falcon 5 Woodpeckers 2 Birds (general) 51 Mink 3 Wild Cats 1 Foxes 50 Avocets 3 Boar 1 Wetland Birds 23 Buntings 3 Stags 1 Buzzards 22 Canada Geese 3 Moles 1 Rabbits 20 Ducks 3 Basking Sharks 1 Bats 16 Wolves 2 Minke Whales 1 Seagulls 16 Ponies 2 Lizards 1 Squirrels 15 Seals 2 Glow Worms 1 Hedgehogs 11 Dolphins 2 Cranes 1 Dartford Warbler 9 Newts 2 Hawfinch 1 Kingfisher 9 Brown Trout 2 Herring Gull 1 Butterfly 8 Caspain Gull 2 Heron 1 Nightjar 8 Cormorant 2 Lapwings 1 Kite 8 Dippers 2 Puffins 1 Dormice 7 Egret 2 Sparrowhawks 1 Barn Owls 6 Game Birds 2 Swans 1 Pheasants 6 Meadow Pippits 2 Wildfowl 1

19 Do you have a favourite place in East Devon? Where Number Where Number Where Number Where Number Sidmouth 73 Budleigh Beach 2 Beer to Branscombe 1 Knightshayes 1 All 63 Coastal Paths 2 Bicton Park 1 Luppitt 1 Budleigh Salterton 36 East Hill Strips 2 Branscombe Valley 1 Lympstone 1 Colyton 32 Escot 2 Burrow Farm Gardens 1 Musbury 1 Branscombe 25 Exe Estuary 2 Castle Hill 1 Muttersmoor 1 Beer 13 Hembury Fort Hill 2 Colaton Raleigh 1 Offwell Brook 1 Otterton 12 Holyford Woods 2 Colyford 1 Otterhead 1 Coast 11 Offwell Woods 2 Colyford Marshes 1 Otterton Coast 1 River Otter Walk 9 Otter Valley 2 Combe Raleigh Woods 1 Otterton Mill 1 Blackbury Camp 7 Salcombe Regis 2 Commons 1 River Coly 1 Seaton 6 Seaton Hole 2 Cotleigh 1 Roundball Cover 1 Honiton 5 Seaton Wetlands 2 Countryside 1 Salcombe Hill 1 East Budleigh 4 Sidford 2 Dartmoor 1 Seaton Beach 1 Topsham 4 The Byes 2 Dunscombe Farm 1 Sidbury 1 Exmouth 3 The Landslip 2 Exeter Quay 1 Sidmouth Coast 1 Weston 3 Upottery 2 Farway 1 Southleigh 1 Woodbury Common 3 Axminster 1 Gittisham Vale 1 Undercliffs 1 Blackbury Camp 2 Axmouth Harbour 1 Hartford 1 Uplyme to M5 1 Axe Valley 2 Beacon Hill Northleigh 1 Home in AONB 1 Weston Gap 1 Axmouth Estuary 2 Beer Head 1 Honiton Charity Shop 1 Weston Mouth Beach 1 Blackdown Hills 2 Beer Hill 1 Jurassic Coast 1 Whitford 1

20 Overall do you think that having East Devon AONB is positive or negative? Definitely positive Possible positive Unsure Possibly negative Definitely negative 1.75% 0.25% 0% 10% 88%

21 How long do you think East Devon AONB has been in existence? Unsure Longer 55 Years Years Years Years Years 0-9 Years

22 Summary Awareness of the term AONB has increased significantly since There has been a slight reduction in awareness amongst people aged There has been a slight increase in the awareness of East Devon AONB. There appears to be a slightly better understanding of AONBs Visual recognition of the various logos was highest among people aged A higher proportion of people thought that having an East Devon AONB was positive.