geography of time social cities

Posterscope UK

11/04/2023

Geography of Time

“Social Cities”

The Geography of Time

“The primary purpose of this project is to develop a better understanding of life in Britain’s conurbations. We aim to capture an array of indicators as to the quality, texture and variety of contemporary life .... with a view to anticipating future developments”

Partners: Kellogg’s, Metro, Nokia, Posterscope

Consultancy: The Trajectory Partnership

Conurbations: Birmingham, Cardiff, Glasgow, London, Manchester

Project methodologyA quick recap

Stage 1

Desk research

Review of all publicly available social, cultural and economic analyses with a specific focus on time use analysis

Stage 2

Quant survey

Robust 30 minute survey of 3500 adults across five cities: London, Manchester, Birmingham, Glasgow, Cardiff

Stage 3

Granular time use analysis

University of Oxford Centre for Time Use Studies

Urbanisation over the last 70 years

The Importance of cities is growing

1950

1955

1960

1965

1970

1975

1980

1985

1990

1995

2000

2005

2010

2015

2020

2025

2030

30

40

50

60

70

80

90

100United Kingdom United States Brazil Germany France

Source: World Resources Institute

National Well Being – Social is Paramount

INDIVIDUAL WELL-BEING

People’s own assessment of their own wellbeing

FACTORS EFFECTING INDIVIDUAL WELL-BEING

Our Relationships

Personal Finance

Education/Skills

What we do

Where we live

Health (Physical/Mental)

CONTEXTUAL DOMAINS

GovernanceNatural

Environment

The Economy

What we do – Work & Leisure balance

Where we live – Homes, local environment, community, facilities

Our Relationships – With family, friends and community

Source: Office of National Statistics “Measuring National well Being” Oct 2011

“Social Cities”

What We Do – Work Life Balance

Where we Live – Our Cities and Facilities

Our Relationships – Community, Friends & Family

What we do- Work Life Balance

Our time is split between Work, Household and Leisure ...

0

10

20

30

40

50

60

70

80

90

Have you done any of the following in the last month?

%

Source: Geography of Time 2011

In 1974 the separation between work & leisure was distinct ... Today, the boundaries are more blurred

Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )

In 1974, 1 in 4 people were eating lunch at 12:30

In 2011, no more than 11% of people were having lunch at the same time

For example ... Official mealtimes at lunch are increasingly a thing of the past


And we don’t stop for lunch anymore ...


We’re also more likely to work throughout the day at the weekend now ...


But ... Time-saving devices mean people have more time to spare

Source: Jonathan Gershuny, BBC, ESRC, ONS

Minutes per day spent on various activities

Cooking Cleaning, laundry0

20

40

60

80

100

120

100

87

59

71

41

57

2622

3023

3225

Women 1961 Women 2001 Women 2011 Series4 Men 1961 Men 2001 Men 2011 Series8

And we utilise our time by multi-tasking ... Mobiles being perceived as very useful when commuting

4555

66

788

910

1111

1319

0 2 4 6 8 10 12 14 16 18 20

Library

Theatre

Cinema

Eat in a restaurant

Played Sport

Gallery/Museum

Grocery Shopping

Household shopping

Drink in a pub/bar

Clothes Shopping

Drink in a Coffe Shop

Going to Sporting …

Going to a Nightclub

Walking around sight …

Travel to work

Having my mobile with me was useful during this activity

Which, if any, of the following statements would you use to describe the last time you ... ?


Enjoyment is directly linked to speed of life

Often felt rushed even to do the things you had to do

Sometimes felt rushed Almost never felt rushed4.6

4.8

5.0

5.2

5.4

5.6

5.8

6.0

Whether rushed on day

Whether generally rushed

ENJOYMENT

En

joym

en

t

The less rushed people feel, the more they enjoy the day


2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

6.5

7.0

Mean

And as “Social beings” .... Leisure and Communication are the most enjoyed activities

En

joym

en

t


Functional activities are predominantly done alone, whilst social activities by their very nature with others

0

20

40

60

80

100

120

140 Alone My partner/spouse/boyfriend/girlfriend Close friends Close family Work colleagues/acquaintance

Thinking of the last time you did the above which of the following best describes your relationship to the person/people you were with while doing this activity?


Travel to work is habitual and easy

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

London

Manchester

Birmingham

Glasgow

Cardiff

Total

It was an enjoyable experience It was an easy experienceIt was an unpleasant experience It was a challenging/difficult experienceHaving my mobile with me was useful during this activity


Which, if any, of the following statements would you use to describe the last time you travelled to work?

Enjoyment increases as the day progresses and is highest at weekends

7:00 AM 8:20 AM 9:40 AM 11:00 AM12:20 PM 1:40 PM 3:00 PM 4:20 PM 5:40 PM 7:00 PM 8:20 PM 9:40 PM 11:00 PM4.5

4.7

4.9

5.1

5.3

5.5

5.7

5.9

6.1

6.3

Weekday Saturday Sunday

En

joym

en

t

As expected enjoyment is highest at weekends and evenings


Where we Live - Our Cities and Facilities

A cities Identity is unique

0

10

20

30

40

50

60

70

London Manchester Birmingham Glasgow Cardiff Total

Which of the following makes the greatest contribution to your city’s identity? (Choose up to 3 answers)


0

10

20

30

40

50

60

70

80

90

100

It's more of a pleasure to visit

It's become more safe &

secure

It's more suitable for a

pleasant day out

There are more opportunities for

leisure

There's a better range of shops

There are more pedestrian

areas

Transport facilities are

better

London Manchester Birmingham Glasgow Cardiff Total

And generally the perception of city centres is improving ...

In terms of visiting the city centre, how much do you agree or disagree about how it might have changed in the last 5 years ...


And there are opportunities for brands in the provision of public spaces

54

50

43

34

27

27

8

0 10 20 30 40 50 60

Provision and maintenance of public spaces

Provision and maintenance of leisure facilities

Promoting community activism and volunteering

Live entertainment

Provision of information/enquiry/customer service points

Providing out of home internet connectivity for all

Temporary interactive brand experiences

Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or through sponsorship as a way of giving something back to the community: (MC)


Consumers are particularly satisfied with the shopping facilities in each of their respective cities

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Schools

Medical Services

Public Transport

Local media

Leisure Facilities

Public Spaces

Nightlife

Global transport links

UK Transport links

Universities/Colleges

Pubs/Bars/Restaurants

Arts/Cultural Facilities

Shopping Facilities

Excellent Good Fair Poor

Please state whether you consider TOTAL services to be...


0

10

20

30

40

50

60

70

80 London Manchester Birmingham Glasgow Cardiff Total

Leisure facilities are considered to be the best features of most cities

58% go ‘shopping for pleasure’ at least 1-3 times per month

88% agree that their last clothes shopping trip was enjoyable or easy

Please state which is the BEST feature of YOUR city* (3 answers from list)


But the cost of Leisure is increasing ... providing both challenges to consumers and opportunities for brands

Source: HBOS report

= 2-1 Leisure Tickets= Subsidised Travel

85% say reason to Interact with poster is to download vouchers/special offers

% Agree Mar 2002£

Mar 2011£

Mar 2012£

1 year % change

10 year % change

Football Tickets £17.22 £44.05 £48.90 11% 184%

Car Fuel £51.31 £93.03 £96.95 4.2% 89%

Train Ticket £14.55 £22.24 £23.38 5.1% 61%

Gym £24.94 £35.65 £36.65 3.3% 48%

Theme Parks £27.20 £38.66 £39.64 2.5% 46%

Cinema £4.29 £6.06 £6.24 3% 46%

Eating Out £14.12 £19.35 £20 3.4% 42%

TV (e.g. Virgin, Sky) £32.88 £44.91 £45.75 1.9% 39%

Take away £8.15 £10.80 £11.12£ 3% 36%

Gardening £15.35 £15.90 £17.90 12.6% 17%

CPI INFLATION 3.5% 29%

People would particularly like to see companies involved in the provision of Leisure

54

50

43

34

27

27

8

0 10 20 30 40 50 60

Provision and maintenance of public spaces

Provision and maintenance of leisure facilities

Promoting community activism and volunteering

Live entertainment

Provision of information/enquiry/customer service points

Providing out of home internet connectivity for all

Temporary interactive brand experiences

Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or through sponsorship as a way of giving something back to the community: (MC)


And we travel various distances for different leisure activities ...

Our Relationships – Community, Friends & Family

Community Spirit could be better but 2012 has helped ...

RATE NEIGHBOURHOOD AS GOOD/EXCELLENT FOR ...

Total London Manchester Birmingham Glasgow Cardiff

COMMUNITY SPIRIT 37% 35% 40% 35% 41% 38%

AS A CLOSELY KNIT COMMUNITY 31% 27% 30% 30% 35% 37%

BEING FRIENDLY 56% 49% 60% 55% 61% 66%

GOOD FOR MEETING PEOPLE MAKING FRIENDS

33% 30% 34% 34% 38% 34%

LOTS OF THINGS TO DO 31% 34% 28% 30% 32% 30%


And Locality and Neighbourhoods are important to people ...

% Agree Total London Manchester Birmingham Glasgow Cardiff

Feel like they belong to this neighbourhood

53% 51% 57% 48% 56% 57%

The friendships /associations with other

people in neighbourhood mean a lot

44% 43% 45% 41% 44% 45%

If needed advice about something could go to

someone in neighbourhood for help

43% 41% 45% 44% 41% 46%

Would be willing to work together with others on something to improve

neighbourhood67% 69% 64% 69% 64% 70%

Think of myself as similar to the people who live in

this neighbourhood 50% 46% 52% 48% 52% 58%


6 in 10 of us talk to our neighbours once a week ... Yet the relationships are often superficial

The average number of neighbours for the following:

• Know to say hello to – 8

• Know by name – 6

• Could help when you are away – 2

• Socialise with - 1


Therefore we often travel to meet up with friends and family


Despite Online Social Networking ... Social is still local with technology enabling us to meet up more often

60% people have a significant proportion

(all/most/some) of their online friends living ‘locally’

57% see their online friends that live ‘locally’ on

a weekly basis


And Technology is a Real World Social Enabler

0-50 51-250 251-500 500+0%

10%

20%

30%

40%

50%

60%

31% 33%43%

49%

% R

ea

ch

of

So

cia

lisin

g O

OH

Socialising OOH = Socialising & (Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)

Source: Touchpoints 2012

geography of time social cities

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