Transcript The Strengths and Weaknesses of PTP John Geelan & Kirsty Davison

Swindon Smarter Travelstyle
A tool for profiling an area in terms of the population’s
receptiveness to travel behaviour change projects
Smarter TravelStyle - Swindon
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Using Smarter TravelStyle to identify target locations
Ι What is Smarter TravelStyle?
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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?
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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 Professionals
Young Minded
Family Focus
Highest participation
Car users
ABC1
Employed
High income
Married
Younger
Single or co-habiting
Students
Have car
C1C2D
Large households
Married with children
Middle aged
Motorised Lifestyles
Urban Challenge
Traditional Values
ABC1C2
25-44 years old
2+ cars
Short time at address
Lowest participation
Single
Divorced
18-29 years old
Poor health
No car
DE Social grade
Small household
1 car
Married
C2D Social grade
Independent Elders
State Support
Rural
Small household
Married
Widowed
60+ years old
1 car
Poor health
All age groups
No car
DE Social grade
Poor health
ABC1C2
Married
45+ years old
2+ cars
Smarter TravelStyle - Swindon
Index of Participation in Smarter Travel Initiatives
This chart shows how likely people in each group are likely to participate compared to the average for
all households involved.
160
143
140
135
131
120
114
111
110
Average
participation
100
80
75
72
63
60
40
20
0
Affluent
professionals
Motorised
Lifestyles
Family Focus
Smarter TravelStyle - Swindon
Rural
Young minded
Traditional
values
State support
Independent
Elders
Urban challenge
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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
60%
52%
51%
50%
48%
44%
42%
Average 43%
40%
40%
35%
32%
30%
20%
10%
0%
Affluent
professionals
Motorised
Lifestyles
Family Focus
Smarter TravelStyle - Swindon
Traditional values
Young minded
Independent
Elders
State support
Urban challenge
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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
Total
24,900 (30%)
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
Total
4,430 (41%)
10,900
Smarter TravelStyle - Swindon