MarketResearchResultsfor

EastDevonAONB4thJune2018

ResearchMethodology

• Facetofacefieldinterviewswith400respondentsconductedin4keylocations

v BudleighSaltertonv Colytonv Honitonv Sidmouth

• Interviewswereconductedwithrespondentsaged16andover • InterviewswereconductedbetweenApril10

thandMay23rd2018

ResearchAimsandObjectives

• TogaugeunpromptedawarenessofthetermAreaof OutstandingNaturalBeauty(AONB)

• TomeasureunpromptedawarenessofanyprojectsbeingundertakenbytheEastDevonAONBandtoseekpublicopinionastowhichvillagesare

alreadyAONB

• TounderstandwhatsupportandactionsthepublicunderstandareinvolvedwhenclassifyinganareaasanAONB

• Toassess,fromapromptedlist,perceivedbenefitsandproblemsfor

thoseareasclassifiedasAONB,andwhetherEastDevonAONBisapositiveornegativething

ClassificationAquotasamplewassettorepresentthepopulationofDevonandconsistencywiththeprevioussurveys.Therefore

thereisabiastowardsthoseagedover55andfemales.SampleSize=400

55+52%

35-5429%

16-3419%

AgeGroup

Male41%

Female59%

Gender

AwarenessofAONB

HaveYouHeardoftheTermAONB?Awarenessoftheterm‘AONB’showsanimprovementsince2008with97.5%being

definitelyawareoftheterm

5%

1%

1%

4%

90%

4%

1%

0%

2%

94%

1%

0%

1%

0.5%

97.5%

0% 20% 40% 60% 80% 100% 120%

Definitely'no'

Possibly'no'

Unsure

Possibly'yes'

Definitely'yes'

2018 2013 2008

HaveYouHeardoftheTermAONB?byage

Possibly'yes' Definitely'yes'

Definitely'yes'

Possibly'yes'

3%

86%

1.5%

95%

0.5%

98%

2013

16-34 35-54 55+

91%

2%

98%

1%

100%

0%

2018

16-34 35-54 55+

HaveYouHeardofthefollowing….?

88%

84%

92%

6%

5%

3%

6%

11%

5%

75% 80% 85% 90% 95% 100%

EastDevonAONB

BlackdownHillsAONB

WorldHeritageCoast

Yes Unsure No

HaveYouHeardofthefollowing….?%yesbyyear

70%

62%

95%

91%

81%

96%

88%

84%

92%

EastDevonAONB

BlackdownHillsAONB

WorldHeritageCoast

2018 2013 2008

DoYouRecognise,orCanYouIdentifytheseLogos?

50%

57%

61%

65%

57%

15%

16%

21%

18%

11%

35%

27%

18%

17%

32%

Yes Unsure No

IdentificationofLogos?Breakdownof‘yes’responsesto‘whoseisitorwherehaveyouseenit’?

IdentificationofLogoas:

EDDC 84 EA 21 DCC 27 AONB 51 DWT 79

WhereSeenSigns 27 Signs 8 Vehicles 9 RoadSigns 32 Signs 13Vehicles 16 Wetlands 3 Signs 7 EastDevonWay 2 Leaflets 6Letters 6 Leaflets 2 Online 6 EastDevon? 2 Letters 3Website 5 Letters 2 Letters 5 Leaflets 1 BadgerTrust 3Adverts 2 GreenTourism 1 RoadSigns 3 Adverts 1 WildlifeProtection 2BusStops 2 Online 1 Leaflets 3 Online 1 ExeterRaces 2PlanningApp 2 Forest 1 Adverts 3 Shows 1 HemburyFort 2Brochures 1 ExeterRaces 2 Birds 1 Adverts 1ParkingSigns 1 Footpaths 1 Footpaths 1 Online 1PublicPlaces 1 Shows 1 Wetlands 1 Shows 1Shows 1 BusRoute 1 RSPCA 1Footpaths 1 Badges 1 Nature 1Badges(Taxi) 1 BadgerCrossing 1 OnCommon 1 Wetlands 1

AreanyofthefollowingvillagesinEastDevonAONB?

40%

70%

45%

23%

70%

47%

85%

41%

21%

34%

52%

25%

44%

13%

19%

9%

21%

25%

5%

9%

2%

Uplyme

Woodbury

WestHill

RaymondsHill

Otterton

Farway

Branscombe

Yes Unsure No

DoyouthinkclassifyinganareaasanAONBinvolves?

WildlifeConservation

LandscapeConservation

SupportforAgriculture

GrantsforSmallBusinesses

SupportforLocalCommunities

AttractingMoreVisitorsStricterControlsonNewBuilding

82%

89%

63%

38%

58%

94%

85%

12%

6%

23%

33%

28%

3%

9%

6%

5%

14%

29%

14%

3%

6%

87%

91%

68%

44%

63%

96%

88%

9%

6%

21%

32%

23%

3%

9%

4%

3%

11%

24%

14%

1%

3%

2013 YesUnsureNo 2018

BenefitsthatmightresultforanareaclassifiedasanAONB?

MoreJobsforLocalPeople

MoreFundingfromOutsideArea

HigherProfileamongTouristsProtectionforLandscape&SceneryProtectionforWildlife

SafeguardingfortheFutureofArea

94%

93%

97%

92%

69%

52%

4%

5%

2%

4%

21%

22%

2%

2%

1%

4%

10%

26%

95%

92%

98%

93%

74%

53%

4%

6%

1%

5%

18%

23%

1%

2%

1%

2%

8%

24%

2013 YesUnsureNo 2018

ProblemsthatmightresultforanareaclassifiedasanAONB?

LessJobsforLocalPeople

HigherHousePrices

MoreCongestiononRoads

MoreRestrictionsonFarmers

MoreRedTapeforBusiness

62%

57%

64%

82%

25%

24%

28%

14%

8%

28%

14%

15%

22%

10%

47%

67%

64%

64%

85%

24%

20%

23%

17%

10%

26%

13%

13%

19%

5%

50%

2013 YesUnsureNo 2018

Areyouawareofthefollowing?

78%

94%

6%

0.5%

16%

5.5%

EastDevonWay

SouthWestCoastPath

Yes Unsure No

AreyouawareofanyotherfootpathsintheSouthWest?

Thesearetheactualresponsesandnumberoftimeseachwasmentioned.

Footpath

Mentions

Footpath

Mentions

Footpath

Mentions

TarkaTrail 34 McMillanWay 2 ExmouthEstuary 1TwoMoorsWay 16 Orcombe 2 FoyeWay 1

RiverOtter 9 Plymbridge 2 GraniteWay 1JurassicCoastPath 7 Ridgeway 2 HartlandWay 1

CamelTrail 6 SouthDevonCoast 2 HisMajestysWay 1HeritageTrail 5 StoplymeWay 2 Mollyx 1ColeridgeWay 4 Undercliff 2 MonmouthTrail 1PilgrimsWay 4 WessexWay 2 NationalTrust 1SaintsWay 4 BlackburyHill 1 Otterhead 1Dartmoor 3 BlackdownHills 1 PlymouthtoLynmouth 1

MonarchsWay 3 BridValley 1 Quantocks 1TwoCoastWalk 3 ColyRiver 1 SeatonGolfCourse 1

Bridleways 2 Cotleigh 1 TemplarWay 1ByersWalk 2 CotswoldsWalk 1 TheLandslip 1

DevonHeartland 2 Cullompton 1 TwoCastlesWay 1GrandUnionCanal 2 Drovers 1 Uffculme-Culmstock 1JohnHudsonWay 2 ExeValleyWay 1 Wetlands 1

Exmoor 1

AreyouawareofanyparticularwildlifeassociatedwithEastDevon?

Awidevarietyofwildlifewasmentioned–heretheyarearrangedinorderofpopularity

Species Mentions Species Mentions Species MentionsOtters 162 WaterVoles 5 Osprey 2Badgers 124 Adders 5 Ravens 2Beavers 117 Kestrels 5 Skylark 2Deer 83 PeregrineFalcon 5 Woodpeckers 2

Birds(general) 51 Mink 3 WildCats 1Foxes 50 Avocets 3 Boar 1

WetlandBirds 23 Buntings 3 Stags 1Buzzards 22 CanadaGeese 3 Moles 1Rabbits 20 Ducks 3 BaskingSharks 1Bats 16 Wolves 2 MinkeWhales 1

Seagulls 16 Ponies 2 Lizards 1Squirrels 15 Seals 2 GlowWorms 1Hedgehogs 11 Dolphins 2 Cranes 1

DartfordWarbler 9 Newts 2 Hawfinch 1Kingfisher 9 BrownTrout 2 HerringGull 1Butterfly 8 CaspainGull 2 Heron 1Nightjar 8 Cormorant 2 Lapwings 1Kite 8 Dippers 2 Puffins 1

Dormice 7 Egret 2 Sparrowhawks 1BarnOwls 6 GameBirds 2 Swans 1Pheasants 6 MeadowPippits 2 Wildfowl 1

DoyouhaveafavouriteplaceinEastDevon?

Where Number Where Number Where Number Where NumberSidmouth 73 BudleighBeach 2 BeertoBranscombe 1 Knightshayes 1

All 63 CoastalPaths 2 BictonPark 1 Luppitt 1BudleighSalterton 36 EastHillStrips 2 BranscombeValley 1 Lympstone 1

Colyton 32 Escot 2 BurrowFarmGardens 1 Musbury 1Branscombe 25 ExeEstuary 2 CastleHill 1 Muttersmoor 1

Beer 13 HemburyFortHill 2 ColatonRaleigh 1 OffwellBrook 1Otterton 12 HolyfordWoods 2 Colyford 1 Otterhead 1Coast 11 OffwellWoods 2 ColyfordMarshes 1 OttertonCoast 1

RiverOtterWalk 9 OtterValley 2 CombeRaleighWoods 1 OttertonMill 1BlackburyCamp 7 SalcombeRegis 2 Commons 1 RiverColy 1

Seaton 6 SeatonHole 2 Cotleigh 1 RoundballCover 1Honiton 5 SeatonWetlands 2 Countryside 1 SalcombeHill 1

EastBudleigh 4 Sidford 2 Dartmoor 1 SeatonBeach 1Topsham 4 TheByes 2 DunscombeFarm 1 Sidbury 1Exmouth 3 TheLandslip 2 ExeterQuay 1 SidmouthCoast 1Weston 3 Upottery 2 Farway 1 Southleigh 1

WoodburyCommon 3 Axminster 1 GittishamVale 1 Undercliffs 1BlackburyCamp 2 AxmouthHarbour 1 Hartford 1 UplymetoM5 1

AxeValley 2 BeaconHillNorthleigh 1 HomeinAONB 1 WestonGap 1AxmouthEstuary 2 BeerHead 1 HonitonCharityShop 1 WestonMouthBeach 1BlackdownHills 2 BeerHill 1 JurassicCoast 1 Whitford 1

OveralldoyouthinkthathavingEastDevonAONBispositiveornegative?

88%

10%

1.75% 0.25%0%

Definitelypositive Possiblepositive Unsure Possiblynegative Definitelynegative

HowlongdoyouthinkEastDevonAONBhasbeeninexistence?

209

36

38

22

57

4817

Unsure Longer 55Years 40-54Years

30-39Years 20-29Years 10-19Years 0-9Years

Summary

• AwarenessofthetermAONBhasincreasedsignificantly since2008.

• Therehasbeenaslightreductioninawarenessamongstpeopleaged16-34.

• TherehasbeenaslightincreaseintheawarenessofEastDevonAONB.

• ThereappearstobeaslightlybetterunderstandingofAONBs

• Visualrecognitionofthevariouslogoswashighestamongpeopleaged16-34.

• AhigherproportionofpeoplethoughtthathavinganEastDevonAONBwaspositive.