WalthamstowCustomer Perception Survey

March 2001

Pedestrian Market Research Services LtdSopwell Mill, 61 Cottonmill Lane, St Albans, AL1 2ES

Telephone 01727 867 100 Fax 01727 867 188 pmrs@idnet.co.uk

Table of contentsObjectives 3

Background 4

Methodology 5

Limitations 6

Conclusions 7

Demographics 10

Results 11

Objectives

Who uses the Town Centre?

How and why do they shop here?

Are they satisfied with their centre?

Prioritise areas for improvement

Attitudes towards events & entertainment

Background

Relevant, up-to-date data on town centre users was minimal

In April 2000, the ‘Urban Design Framework’ questionnaire, with 200 respondents, identified several areas of concern e.g.. safety & cleanliness. These needed to be explored with a wider audience and in more depth.

Due to interview length constraints, only priority elements of the town centre mix were explored

Methodology

500 street interviews

Random sample - every third person approached

Survey: Monday 26th February - Saturday 3rd March 2001

5 interviewers covered all days between 10am and 6pm

Highly structured questionnaire, 3 open-ended questions

Locations: Library, Selborne Walk, High St. & Hoe St.

Limitations

Only town centre users were interviewed. Those who may

wish to use the centre but were unable / unwilling to do so

were not included in the survey.

Small % withheld postcode information

Small % had no strong opinions regarding improvements

Small % didn’t know the name of the car-park they used

Conclusions - Shopping & Shoppers

The town centre attracts a significant number of non-residents - 48% in this survey

This sample indicated a high proportion of frequent, repeat town-centre visitors

There is a demand for increased evening & Sunday shop opening

A cinema, a coffee shop & a wine bar were the three outlets most people wanted to see, both in structured questions and in open-ended

Walthamstow is perceived as a value-for-money centre, with a popular market. There is significant demand for more quality outlets and multiples.

Conclusions - Safety, Litter & Cars

Most people feel safe during the day, but almost half of all respondents wouldn’t feel safe in the centre at night. Extra police, CCTV cameras & improved lighting would make people feel safer.

Improvement to litter clearing in the High Street particularly and the town centre in general is indicated.

Car is one of the least popular transport methods to the centre (20%). Car users are generally happy with parking provision & charges, but a quarter expressed dissatisfaction with safety in car parks.

Conclusions - Events/Entertainment

Most people have noticed events & entertainment in the town centre at least once a month.

Respondents would like to see more events & entertainment in this area.

Most people would like to be told about forthcoming events in their local paper.

Demographics

Gender

Female 64%

Male 36%

Main reason for being in Walthamstow

Live 58%

Visiting28%

Study 6%

Work 5%

Other 3%

Age

Under 24 34%

25 - 44 43%

45 - 64 17%

Over 65 6%

Q1. How often do you visit the Town Centre?

The majority of respondents (54%) visited Walthamstow Town Centre several times a week

87% visited the town centre once a week or more

54%33%

11% 2%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Q3. How often do you visit the Market?

The market was the most popular destination, with 82% of all respondents visiting at least once a week compared to other shops (77%) & services (69%)

41% visited the market several times a week - also higher than shops (32%) or services (19%)

41%

41%

3%

13%

1%1%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often n/a

Q4. How often do you visit Services?

Most people (69%) visited a service (e.g.. restaurant, bank, hairdresser) at least once a week

Only 19% visited services several times a week.

19%

50%

16%

4%5% 6%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often n/a

Q5. How often do you visit the Shops?

Most people (77%) visited the shops at least once a week

A significant subset (32%) visited the shops several times a week

32%

45%

17%

3%

2% 1%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often n/a

Q6. How often do you shop outside of Walthamstow?

Over half of all respondents (56%) shopped outside of Walthamstow at least once a week

Almost all respondents (89%) shopped outside of Walthamstow at least once a month

16%

40%

33%

4%

5%2%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often n/a

Q7. How satisfied are you that Walthamstow provides the shops & services that you need?

42% were at least fairly satisfied with the provision of necessary shops & services

25% were dissatisfied

Note that the wording of the question “that you need” does not necessarily include luxury or ‘nice-to-have’ outlets.

35%

33%

19%

7%6%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q8. How satisfied are you that enough shops are open in the evening?

This question did not apply to 190 respondents who have been excluded from the chart.

Of those to whom it did apply, (310 respondents) 59% were dissatisfied with the number of shops open in the evening.

3%

22%

16%49%

10%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q9. How satisfied are you that enough shops are open on a Sunday?

This question did not apply to 224 respondents who have been excluded from the chart.

Of those to whom it did apply, (276 respondents) 61% were dissatisfied with current Sunday shop opening practices.

3%18%

18%

50%

11%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q10. How satisfied are you with information about how to find shops & services?

The majority of respondents had no strong views on this matter.

More respondents were satisfied (29%) than dissatisfied (19%).

2%

27%

41%

16%

3%11%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied n/a

Q11. What best describes why you shop in Walthamstow?

Of the options given, the most popular was ‘value-for-money’, with 44%. The next factor was ‘variety’ with 17%..

Of the 29% n/a answers, many said they shopped here for ‘convenience’. We had deliberately removed this option to determine secondary motivators.

44%

17%

7%

3%29%

Quality Value for Money

Variety Good atmosphere

n/a

Q12. What would you most like to see during the day?

The most popular choice during the day, from the list provided, was a cinema (35%)

Next was a coffee shop with 19%

Third was a quality sandwich shop with 14%.

13%

11%35%

19%14% 8%

Coffe Shop Gym

Restaurant Cinema

Qual S/wich Shop n/a

Q13. What would you most like to see in the evening?

The most popular choice in the evening, from the list provided, was a cinema (40%)

Next was a wine bar with 16%

Only 18% of respondents replied n/a. Non-residents were also interested in visiting Walthamstow in the evening.

8%

13%

40%

5%

16%

18%

Coffee Shop Gym Restaurant

Cinema Wine bar None n/a

Q14. How satisfied are you that you are safe in the town centre during the day?

64% of respondents felt safe in the town centre during the day

10% felt unsafe

13%

51%

24%

9%1% 2%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied n/a

Q15. How satisfied are you that you are safe in the town centre at night?

This question didn’t apply to 133 respondents who have been excluded from the chart.

Of those to whom the question applied (367 respondents), 46% didn’t feel safe at night.

7%

28%

19%

36%

10%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q16. Which safety measure would make you feel safest at night?

More police patrols were requested by 32% of all respondents.

CCTV cameras were the second most popular option (27%)

Better lighting was a significant third (19%)

27%

10%

19%

32%

8%4%

CCV cameras Security Guards

Better Lighting More police patrols

More shops open n/a

Q17. How satisfied are you with litter clearing in the High Street?

42% were dissatisfied with litter clearing in the High Street

30% were satisfied

28%

27%

20%

2%

22%

1%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied n/a

Q18. How satisfied are you with litter clearing elsewhere?

38% of respondents were dissatisfied with litter clearing in the rest of the town centre .

26% were satisfied.

24%

35%

19%

2%19%

1%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied n/a

Q19. How often have you noticed events or entertainment in the Town Square?

36% of respondents had noticed entertainment or events at least once a month

32% of respondents had not seen events or entertainment there

12%

24%

17%15%

32%

At least once / wk At least once a month

At least once / 6 months Less often

n/a

Q20. Do you think there should be more, less or the same amount of entertainment there?

Mot respondents would like to see more entertainment (42%)

Only 3% wanted to see less entertainment.

31% n/a 24%

3%

31%

42%

More The same amount Less n/a

Q21.What improvement to the town centre would you most like to see?

19%

17%

14%10%

8%

7%

6%

6%

5%4% 4%

Better Quality Shops

Cleaner Centre

Cinema

More Variety Shops

More Multiples

Facilities for Kids

Better Security

Evening Opening

Nightclubs

More Restaurants

Improved Toilets

Q21. What improvement to the town centre would you most like to see?

Of the 346 respondents who responded to this open-ended question, the top 3 requests were:

– A cleaner centre (19%)

– Better quality shops (17%)

– A cinema (14%)

Q22. How do you usually travel to the town centre?

The majority of respondents travelled by public transport (40%)

37% walked

20% came by car 32%

20%

5%

1%

37%

3%2%

Foot Bus Car

Train Tube Bike/m/bike

Cab

Q23. How often do you travel in by car?

357 responded n/a - they have been excluded from the chart.

Of those who travelled in by car, most did so at least once a week (69%)

24%

45%

21%

5%5%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often

Q24. Where do you park most often?

368 responded n/a - they have been excluded from the chart.

60% used the Selborne car parks (Selborne Road & Selborne Walk)

12% were unsure of the name of the car park in which they usually parked

60%12%

10%

8%

2%5%

3%

Selborne Car Park Sainsbury Off-street

Other Work Station

Q25. How satisfied are you with being able to find a parking space?

369 responded n/a - they have been excluded from the chart.

The majority found it easy to find a parking space (64%)

25% were not satisfied 56%

11%

15%

8%10%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q26. How satisfied are you with car park charges?

372 responded n/a - they have been excluded from the chart.

The majority were happy with car park charges (73%)

14% were dissatisfied67%

13%

9%6%5%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q27. How satisfied are you that you are safe in car parks?

371 responded n/a - they have been excluded from the chart.

44% were satisfied with their safety in car parks

24% were concerned for their safety

39%

32%

19%

5%5%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q28. How satisfied are you that your car is safe in car parks?

371 responded n/a - they have been excluded from the chart.

35% were satisfied with the safety of their cars in car parks

26% were concerned for the safety of their cars

29%

39%

16%

6%10%

Very satisfied Fairly satisfied

Neither / nor Fairly dissatisfied

Very dissatisfied

Q29. How often do you listen to Heart Radio?

28% of respondents listened to Heart Radio at least once a week.

The majority (57%), did not listen to Heart Radio at all.

15%

13%

5%

3%

7%

57%

Several times / wk At least once / wk

At least once a month At least once / 6 months

Less often n/a

Q30. What would be the best way to tell you about local events?

Most people would like to read about forthcoming events in the local papers (61%).

8%

61%

11%

7%

4% 9%

Heart Radio Local Paper Library

Posters Other Not interested

Q33. What is your post-code?

The majority (51%) lived in the E17 area.

5% refused to give their post-code. 51%

13%

8%

8%

5%

5%

5%5%

E17 E10 Other Other Es

E4 Refused IG E11