mobile app results summary - city of sydney...demographic profile 9 sensor data insights 11 precinct...
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1 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Mobile App Results Summary
Prepared by ntropy data, Inc.
2 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Table of Contents
Consultation Overview 3
Engagement Summary 6
Key Engagement Statistics 7
Most Engaged Suburbs 8
Demographic Profile 9
Sensor Data Insights 11
Precinct Snapshots 12
King Street, Newtown 13
Erskineville Rd, Erskineville 14
Botany Rd, Green Square 15
Redfern 16
Elizabeth Street, Central Station 17
Glebe 18
Broadway 19
Darling Harbour & Pyrmont 20
Surry Hills 21
Oxford Street & Taylor Square 22
Oxford Street & Paddington 23
Sydney CBD 24
Haymarket 25
Circular Quay & The Rocks 26
East Sydney 27
Kings Cross & Potts Point 28
Woolloomooloo 29
3 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Consultation Overview
In 2007, the Late-Night Trading Premises Development Control Plan (DCP) was
adopted to encourage late night trading premises whilst managing potential
adverse impacts on the amenity of residential and other sensitive land uses.
In the 10 years since this DCP was adopted there have been significant changes to
the City. These changes have included:
● Higher population density across the City. New areas such as Green Square
have had a 50% increase in population from the 2001 census to the 2016
census.
● Census data shows that between 2011 and 2016, approximately half of the
respondents in Sydney’s local government area were new residents in the
City.
● Legislative framework changes including the State Government lock-out
laws.
Given the extent of change within the City since the 2007 DCP was adopted,
Council passed a motion in October 2017 to review the late-night trading areas and
hours. They called for an extensive consultation to allow the community to provide
feedback on new areas of the City that should be considered for late night trading,
so as to allow for sustainable growth.
OBJECTIVES
The main objective of this project was to engage City of Sydney residents and
visitors in the “late night precinct boundaries and operating hours” conversation,
and get their feedback on new areas, desired changes and initiatives. This
feedback will shape the City’s ongoing response and planning prioritisation.
Key requirements included:
● Ability to accurately capture the community’s satisfaction or dissatisfaction
with existing late-night precinct boundaries (areas) and operating hours
(times).
● Ability to test the community’s appetite for new boundaries or changes to
existing boundaries (both extensions and contractions).
● Ability to discover what types of late night trading the community wants,
where, and until what time.
● Ability to educate the community on planning, and what’s involved in
keeping businesses open late, so that the community understood the
processes involved and the extent to which Council has the ability to control
and act.
4 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
MOBILE APPROACH
As a part of the consultation, the community was encouraged to download the
Sydney Your Say app and provide their feedback to formulated “yes/no” survey
questions developed by the City. Users were incentivised to answer these
questions and leave freeform feedback by being rewarded with vouchers to local
retailers and the knowledge that their voices were being heard. Users were also
able to opt-in to share anonymized sensor data alongside survey responses, to
enrich their feedback. Sensor data included location and WiFi usage, and sharing
could be turned off/on at any time in the app settings.
The ntropy app sat alongside a suite of other consultation methods that the City of
Sydney developed and delivered outside of ntropy. These methods included a
random phone survey of residents, pop-up events at late night precincts, an online
survey and the development of discussion guides to enable community hosted
conversations and the gathering of feedback.
RESULTS
Over the course of 3-weeks, 422 users downloaded the Sydney Your Say app,
answering more than 50,000 questions through the use of a “yes/no” swipe
interface and freeform text input. Of these users, 58% were male and 42% were
5 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
female, with 65% of all responses coming from users aged between 18 and 34. This
engagement method proved to be successful in engaging a younger demographic
who are typically difficult to reach. Sensor data captured throughout the
consultation showed that most users either lived, worked or frequently visited the
Sydney CBD and surrounding areas, indicating that the response pool was made
up of community members likely to be affected by changes to late-night trading
rules. 21% of users were visitors from other parts of Australia or overseas.
Common themes were identified across all precincts, with an overwhelming level of
support shown for businesses and areas staying open later. Most users were keen
for late-night trading areas to be larger, and to include a wider variety of venues
including restaurants, small bars and performance venues. Demand for additional
businesses and later hours was particularly high for those areas where a larger
percentage of users voted it as safe.
Feedback also showed that a primary motivator for visiting certain precincts over
others was the distance to a user’s home. A high number of users stated that they
chose to visit areas close to home out of convenience. Of the precincts asked
about in the consultation, Newtown, Surry Hills and Darlinghurst were the most
popular areas to go out in. Freeform answers indicated that Marrickville and
Annandale were areas that the community wanted to also focus on. Note that these
are outside of the City’s local government area so not included in this consultation.
6 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Key Engagement Statistics
7 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Key Engagement Statistics
*Users were able to pick and choose which areas they wanted to provide feedback on. Some areas
received more feedback than others.
5,000,000 data points collected
52,110 questions answered*
13,095 unique WiFi hotspots
422 users engaged
107 unique postcodes surveyed
Where did the feedback come from?
Postcode data gathered during signup showed engagement across Australia and
beyond, however the clear majority of engagement came from suburbs in the inner-
Sydney region. Coloured dots on the maps below indicate unique postcodes and
their location.
8 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
The Sydney Your Say Mobile Application captured over 52,000 question responses from 107 different
suburbs across Australia. Shown above is a visualization
of each suburb, with size representing the amount of
feedback gathered from each.
9 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Demographic Profile
58% Male
42% Female
Application Users – Likes and Interests
Demographic data provided by Google and Apple shows the key interests of
respondents. This showed the Sydney Your Say mobile app users were mostly tech
savvy people who enjoy media, entertainment, travel and shopping.
65% aged between 18-34
25% aged between 35-44
10% aged between 45-54
Application Users – What best describes you?
Users were asked to provide additional information about themselves using
“yes/no” responses. Of the 1,727 responses provided, most users lived in the inner
city, with 78% of them Sydney residents.
10 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
TABLE 1: What are users doing in Sydney?
Live in the inner city 75%
Study in the inner city 23%
Own a business in the inner city 12%
Visitor from other parts of Australia 10%
Visitor from overseas 11%
TABLE 2: What are the user behaviors?
Go out in inner city areas 84%
Go to pubs and nightclubs 82%
Go to cafes and restaurants 94%
Go to small bars 87%
Go to venues for live music and cultural events 83%
Go to shops that are open late 87%
Stay out after 10pm 90%
Stay out after midnight 71%
Stay out after 2am 47%
Stay out all night 32%
Application Users – Behaviors
11 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Sensor data showed that a large majority of survey
respondents worked, lived or spent time in the inner
city. The vast majority spent time in popular inner-city
nightlife areas as well as popular areas in surrounding
suburbs.
12 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
High Level Responses & Insights
13 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
King Street, Newtown
Key Findings
Newtown received the highest number of responses from users. There is a clear desire for
more music and cultural venues (89%) than pubs and clubs (60%).
Sample Comments from Freeform Responses
215
users
❖ 215 users provided feedback on Newtown
❖ 3,413 swipes / questions answered
❖ 31% of responses came from Newtown residents
❖ 96% of users think that Newtown should stay open later
14 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Erskineville Rd, Erskineville
Key Findings
Most users see Erskineville as a safe neighbourhood (88%) and would like to see more
cafes and restaurants in the area (88%).
Sample Comments from Freeform Responses
128
users
❖ 128 users provided feedback on Erskineville
❖ 1,971 swipes / questions answered
❖ 14% of responses came from Erskineville residents
❖ 76% of users think that Erskineville should stay open later
15 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Botany Road, Green Square
Key Findings
A large number of users feel that Green Square isn’t vibrant (74%) or diverse (74%). 91% of
users voted for more cafes and restaurants in the area.
Sample Comments from Freeform Responses
93
users
❖ 93 users provided feedback on Green Square
❖ 1,436 swipes / questions answered
❖ 28% of responses came from Green Square residents
❖ 75% of users think that Green Square should stay open later
16 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Redfern
Key Findings
There is a high level of support for more live music and cultural venues in Redfern (86%),
compared to pubs and clubs (66%). Just under 60% of users think Redfern is diverse.
Sample Comments from Freeform Responses
130
users
❖ 130 users provided feedback on Redfern
❖ 2,005 swipes / questions answered
❖ 32% of responses came from Redfern residents
❖ 86% of users think that Redfern should stay open later
17 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Devonshire Street / Elizabeth Street, Central Station
Key Findings
Over 50% of users deem Central Station to be unsafe, with 88% of users classifying it as
busy. There is a clear call for more shops and services in this area (80%).
Sample Comments from Freeform Responses
122
users
❖ 122 users provided feedback on Central Station
❖ 1,906 swipes / questions answered
❖ 24% of responses came from Central Station residents
❖ 85% of users think that Central Station should stay open later
18 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Glebe Point Road, Glebe
Key Findings
A high number of users live in the Glebe area (38%), with 90% voting “yes” when asked if
the neighbourhood is safe. 90% of users also voted for more small bars.
Sample Comments from Freeform Responses
66
users
❖ 66 users provided feedback on Glebe
❖ 1,053 swipes / questions answered
❖ 38% of responses came from Glebe residents
❖ 91% of users think that Glebe should stay open later
19 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Broadway
Key Findings
Compared to other suburbs, votes on the mix of late night businesses being “about right” is
fairly evenly split at 52% ‘no’ and 48% ‘yes’.
Sample Comments from Freeform Responses
75
users
❖ 75 users provided feedback on Broadway
❖ 1,197 swipes / questions answered
❖ 32% of responses came from Broadway residents
❖ 92% of users think that Broadway should stay open later
20 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Darling Harbour & Union Street, Pyrmont
Key Findings
Most users consider Pyrmont to be lively and fun (71%), however there is a clear desire for
more live music and performances in pubs, bars and restaurants (91%).
Sample Comments from Freeform Responses
78
users
❖ 78 users provided feedback on Pyrmont
❖ 1,234 swipes / questions answered
❖ 19% of responses came from Pyrmont residents
❖ 86% of users think that Pyrmont should stay open later
21 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Crown Street, Surry Hills
Key Findings
Surry Hills is a popular area to go out in, with most users agreeing that it’s diverse (86%),
safe (86%) and vibrant (89%). Users would like to see more small bars and live music.
Sample Comments from Freeform Responses
189
users
❖ 189 users provided feedback on Surry Hills
❖ 2,924 swipes / questions answered
❖ 22% of responses came from Surry Hills residents
❖ 93% of users think that Surry Hills should stay open later
22 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Oxford Street & Taylor Square
Key Findings
There is less demand for more pubs and clubs in Oxford Street when compared to other
areas, however 92% of users would like to see more live music and performances.
Sample Comments from Freeform Responses
178
users
❖ 178 users provided feedback on Taylor Square
❖ 2,724 swipes / questions answered
❖ 23% of responses came from Taylor Square residents
❖ 93% of users think that Taylor Square should stay open later
23 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Oxford Street, Paddington
Key Findings
Few users live in the Paddington area, however 75% go out in this neighbourhood and 94%
consider it to be safe. 88% of users would like to see more small bars established.
Sample Comments from Freeform Responses
125
users
❖ 125 users provided feedback on Paddington
❖ 2,031 swipes / questions answered
❖ 17% of responses came from Paddington residents
❖ 86% of users think that Paddington should stay open later
24 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Sydney CBD
Key Findings
An overwhelming majority of users voted for businesses to stay open later in the Sydney
CBD (98%), with strong support for more small bars, live music and cultural events.
Sample Comments from Freeform Responses
116
users
❖ 116 users provided feedback on the CBD
❖ 1,854 swipes / questions answered
❖ 25% of responses came from Sydney CBD residents
❖ 98% of users think that the CBD should stay open later
25 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Haymarket
Key Findings
Unlike most other areas, 59% of users voted “yes” when asked if the mix of late-night
businesses is about right in Haymarket.
Sample Comments from Freeform Responses
72
users
❖ 72 users provided feedback on Haymarket
❖ 1,148 swipes / questions answered
❖ 21% of responses came from Haymarket residents
❖ 94% of users think that Haymarket should stay open later
26 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Circular Quay & The Rocks
Key Findings
Most users deem Circular Quay and The Rocks to be safe and vibrant areas. There is more
support for small bars (95%) than pubs and clubs (64%).
Sample Comments from Freeform Responses
95
users
❖ 95 users provided feedback on Circular Quay & The Rocks
❖ 1,465 swipes / questions answered
❖ 15% of responses came from Circular Quay & The Rocks residents
❖ 86% of users think that Circular Quay & The Rocks should stay open later
27 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
East Sydney
Key Findings
A high proportion of users live in East Sydney (38%), with high levels of support given
across the board for more cafes, bars, restaurants, live music and cultural events.
Sample Comments from Freeform Responses
95
users
❖ 95 users provided feedback on East Sydney
❖ 1,462 swipes / questions answered
❖ 38% of responses came from East Sydney residents
❖ 95% of users think that East Sydney should stay open later
28 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Kings Cross, Potts Point & Darlinghurst
Key Findings
Compared to other areas surveyed, there is less support for businesses to stay open later
in Kings Cross and Potts Point (77%).
Sample Comments from Freeform Responses
128
users
❖ 128 users provided feedback on Kings Cross, Potts Point & Darlinghurst
❖ 1,929 swipes / questions answered
❖ 26% of responses came from residents
❖ 83% of users think that Kings Cross, Potts Point & Darlinghurst should
stay open later
29 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.
Woolloomooloo
Key Findings
A smaller number of users chose to provide feedback on Woolloomooloo. 25% of users
who responded live in the area, with calls for more transportation in freeform responses.
Sample Comments from Freeform Responses
71
users
❖ 71 users provided feedback on Woolloomooloo
❖ 1,126 swipes / questions answered
❖ 25% of responses came from Woolloomooloo residents
❖ 83% of users think that Woolloomooloo should stay open later