royal parks stakeholder research programme 2014 · technical note – visitor research • this...

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Final_Public © Ipsos MORI

Final_Public

Royal Parks Stakeholder Research Programme 2014

January 2015

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Park visitors research

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Technical note – Visitor research

• This slide deck presents findings from three waves of face-to-face surveys of park visitors carried out across the eight Royal Parks.

• Wave 1 took place between 08 and 22 August 2013; Wave 2 between 08 and 22 May 2014; and, Wave 3 between 07 and 19 August 2014.

• Across the three survey waves, Ipsos MORI spoke to 1,699 visitors across the Royal Parks (c.212 per park).

• Interviews were conducted face-to-face, using a 'random stop' technique using pre-defined interview points.

• Data are weighted to ensure equal representation across the parks, but are otherwise unweighted.

• Results are based upon all completed interviews unless otherwise stated. Please treat answers with a base size of less than 100 with caution. Where figures do not add up to 100%, this is the result of computer rounding or multiple responses.

• An asterisk indicates a score less than 0.5%, but greater than zero.

• Please note that findings are subject to sampling tolerances, and not all differences in the data will be statistically significant. Please see the guide to statistical significance appended to this slide deck.

• More detailed results, including results on a 'per wave' basis, are available under separate cover.

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Methodology

Face-to-face interviews with park visitors conducted 8 – 22 August 2013, 8 – 22 May 2014 and 7 – 19 August 2014

‘Random stop’ technique at pre-defined

‘interview points’

Target number of interviews per wave: 480 (60 per park). Actual interview nos. achieved:

W1 = 572 (c.70 per park)

W2 = 567 (c.70 per park)

W3 = 560 (c. 70 per park)

TOTAL = 1,699 (c.212 per park)

Questionnaire length approximately 10 minutes

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60%

37%

3%

How would you rate the quality of the park overall?

64%

34%

2%

Base: All except don’t know/not stated (1,682), 8-22 August 2013, 8-22 May 2014 and 7-19 August / All except no opinion (2,482) 31 July – 24 August and 24 November – 5

December 2009 Source: Ipsos MORI

Excellent

Good

Satisfactory

Poor

2013/14 2009 Very poor

98%

excellent/

good

97%

excellent/

good

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Base: All except don’t know/not stated: Total (1,682), Kensington Gardens (218), Bushy (203), Greenwich (197), Richmond (219), Regent’s/Primrose (195), St James’s

(215), Hyde (215), Green (220), 8-22 August 2013 and 8-22 May 2014. Source: Ipsos MORI

64

74

72

69

68

64

64

59

39

34

25

26

30

29

34

34

37

58

2

1

1

3

1

2

3

3

1

Overall

Richmond

Bushy

Greenwich

Kensington Gardens

Hyde

Regent's/ Primrose Hill

St James's

Green

% Excellent % Good % Satisfactory % Poor % Very poor

Overall ‘Excellent’/

‘Good’

98%

98%

96%

97%

100%

99%

99%

97%

99%

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Base: All except don’t know/not stated (1,682), 8-22 August 2013, 8-22 May 2014 and 7-19 August. Source: Ipsos MORI

Frequent visitors (69%)

Visitors who know a lot/ a

moderate amount about TRP

(69%)

Visitors from London (68%)

Visitors arriving by car (71%)

Visitors staying 3+ hours (70%)

Those more likely to rate parks as ‘excellent’ (compared to 64%

of visitors overall)…

Visitors interviewed in Wave 2 (71%)

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Please could you tell me how you would rate each aspect [of the park] by choosing an answer from this card?

Base sizes in brackets – excludes ‘No opinion’/’not relevant’/’not stated’, 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 / All except no opinion (2,356), 31 July - 24 August and 24 November - 5

December 2009. Where figure is starred (*) this denotes a statistically significant difference between 2013/14 and 2009 surveys. A single asterisk (*) indicates a score less than 0.5%, but greater than zero. Source: Ipsos MORI

96

95

93

92

85

83

79

*

1

*

1

1

4

6

Quality of natural environment (1,676)

Ease of access (1,677)

Upkeep of the park (1,649)

General tidiness and cleanliness (1,671)

Peace and quiet (1,668)

Signposting and maps (1,463)

Facilities for children (910)

% Excellent/ good % Poor/ very poor

-1

0

-3*

-3*

-6*

-3*

-1

%point change

‘excellent’/ ‘good’

since 2009

Ease of access by your chosen method of

transport (1,677)

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Please could you tell me how you would rate each aspect [of the park] by choosing an answer from this card?

Source: Ipsos MORI

79

75

73

73

72

70

48

6

7

7

9

8

7

23

Information on park features (1,368)

Seating (1,598)

Quality of sports facilities available (819)

Friendliness of park staff (453)

Overall quality of toilets (967)

Overall quality of catering facilities (1097)

Visibility of park staff (692)

% Excellent/ good % Poor/ very poor

-4*

N/A

-5*

-5*

+1

N/A

%point change to

‘excellent’/ ‘good’

since 2009

+6*

Base sizes in brackets – excludes ‘No opinion’/’not relevant’/’not stated’, 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 / All except no opinion (2,356), 31 July - 24 August and 24 November -

5 December 2009. Where figure is starred (*) this denotes a statistically significant difference between 2013/14 and 2009 surveys.

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Please could you tell me how you would rate each aspect [of the park]?

Key measure Overall

(1,699)

St James's

(215)

Green

(221)

Hyde

(220)

Kensington

Gardens

(220)

Bushy

(208)

Greenwich

(199)

Richmond

(219)

Regent's/

Primrose Hill

(197)

Quality of the

natural

environment

96% 97% 94% 95% 88% 98% 99% 98% 96%

Ease of access 95% 99% 93% 98% 89% 94% 96% 95% 94%

Upkeep of the

park 93% 93% 88% 93% 90% 97% 99% 96% 91%

Tidiness/

cleanliness 92% 90% 89% 95% 87% 93% 95% 97% 88%

Peace and quiet 85% 76% 81% 86% 82% 95% 92% 86% 82%

Signposting and

maps 83% 86% 87% 83% 87% 76% 82% 75% 88%

Info on park

features 79% 84% 78% 79% 83% 70% 86% 74% 74%

Base sizes in brackets - all except ‘No opinion’/’not relevant’/’not stated’, 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. Source: Ipsos MORI

Rate ‘excellent’/ ‘good’…

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Please could you tell me how you would rate each aspect [of the park]?

Base sizes in brackets - all except ‘No opinion’/’not relevant’/’not stated’, 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. *Caution: low bases: ‘Friendliness of park staff’ and

‘Visibility of park staff’ were asked as separate measures in waves two and three; in wave one the measure was ‘Visibility and friendliness of Park staff’.

Key measure Overall

(1,699)

St James's

(215)

Green

(221)

Hyde

(220)

Kensington

Gardens

(220)

Bushy

(208)

Greenwich

(199)

Richmond

(219)

Regent's/

Primrose Hill

(197)

Facilities for

children 79% 73% 71% 71% 77% 89% 91% 66% 80%

Seating 75% 71% 69% 85% 80% 76% 74% 67% 75%

Quality of sports

facilities 73% 68% 68% 83% 75% 68% 70% 62% 85%

Friendliness of

park staff* 73% 76% 72% 85% 74% 64% 83% 68% 61%

Quality of toilets 72% 63% 71% 75% 76% 69% 67% 74% 76%

Quality of

catering 70% 67% 73% 79% 80% 65% 55% 78% 64%

Visibility of park

staff* 48% 48% 45% 76% 54% 24% 52% 46% 41%

Source: Ipsos MORI

Rate ‘excellent’/ ‘good’…

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Can you tell me where you normally live from this list of regions?

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 Source: Ipsos MORI

from the rest of England, Wales, Scotland

and NI

from outside the UK

from London

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Which of these regions are you from?

Base: All who live outside UK (410), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 Source: Ipsos MORI

European visitors:

Northern (13%)

Western (12%)

Eastern (7%)

Southern (6%)

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International visitors tend to visit ‘central’ parks, spend more than average and visit seasonally…

Base: All who live outside UK (410), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 Source: Ipsos MORI

… walk to the park (52%

compared to an average of 37%)

… or take the tube (25% compared

to an average of 18%)

… spend more (average group

spend £7.16 compared to overall

visitor spend of £5.21)

… visit Kensington Gardens (49% of

park visitors we spoke to were from

outside UK), Green Park (37%), Hyde

Park (37%) and St James’s (32%)

International visitors are more likely to…

… visit in Spring (28% compared to

an average of 19%) and Summer

(62% compared to 44%)

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… meanwhile Londoners tend to visit all year round, spend less and reach the park using private transport…

Base: All who live in London (920), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 Source: Ipsos MORI

… visit Richmond Park (88% of park visitors

we spoke to were from London), Bushy Park

(83%), Greenwich Park (67%) and Regent’s

Park/ Primrose Hill (58%)

… get to the park by car (32%


… spend less (average group spend

£4.03 compared to overall visitor

spend of £5.21)

Londoners are more likely to…

… or by bicycle (10% compared to an

average of 7%)

… visit all year round (62%


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… and those who live locally to the parks spend less still, are more likely to walk to the park and visit all year round

Indicatively speaking, visitors living within one

mile of the park are more likely to…

… visit Bushy Park (14% of park visitors

we spoke to lived locally), and Regent’s

Park/ Primrose Hill (14%)

… walk to the park (62%


… spend less (average group spend

£2.63 compared to overall visitor

spend of £5.21)

… visit all year round (86%


Base: All who live in London and the South East and estimate that they live within one mile of the park , when asked ‘Approximately how close would you say you live to this park ?’

(78), asked in Wave 3 only, 7-19 August 2014. Low base – indicative only Source: Ipsos MORI

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What did you do when you visited this park today? [Unprompted]

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 / All respondents (2,528), 31 July-24 August and 24 November-5 December 2009. A starred

figure (*) denotes a statistically significant difference between 2013/14 and 2009 surveys. NB Unprompted question – comparisons indicative only Source: Ipsos MORI

46%

43%

35%

19%

15%

10%

9%

9%

9%

9%

Walk/ stroll

Peace and quiet/ relax

For fresh air

Picnic/ lunch/ refreshments

Bring the children

Just spent the day in the park

Cycling

Visiting café/ restaurant

See the trees, plants and flowers

Meeting friends/ family

%point difference

since 2009

-8*

+18*

+2

+10*

+5*

+7*

+6*

N/A

-1

N/A

PARK AVERAGE – Top 10

Reasons (combined) Visitors

General 76%

Exercise/ sports/ hobbies 64%

Children’s activities 17%

Nature/ plants/ animals 14%

Planned events/ activities 11%

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Base: (base sizes specified in brackets); 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. Source: Ipsos MORI

Overall

(1,699)

St James's

(215)

Green

(221)

Hyde

(220)

Kensington

Gardens

(220)

Bushy

(208)

Greenwich

(199)

Richmond

(219)

Regent's/

Primrose Hill

(197)

General 76% 85% 93% 86% 82% 67% 63% 54% 79%

Exercise/

sport/ hobbies 64% 47% 54% 80% 63% 62% 51% 85% 73%

Children’s

activities 17% 8% 8% 14% 15% 38% 26% 7% 21%

Nature/

plants/

animals 14% 25% 8% 25% 10% 21% 7% 6% 10%

Planned

events/

activities 11% 8% 24% 13% 14% 2% 15% 2% 12%

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Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. Source: Ipsos MORI

Visitors from London/ the SE living locally to the park are more

likely than overall to walk the dog (26% vs. 7%)

Visitors from London/ the SE living further than one mile away

are more likely than overall to have a picnic/ refreshments (27% vs.

19%) or to meet friends and family (21% vs. 9%)

Visitors from outside the UK are more likely than visitors overall to

see the trees/ plants and flowers (13% vs. 9%), to go bird

watching (7% vs. 4%) or to go as part of a day’s sightseeing (13% vs.

5%)

Visitors from the UK are no more likely than overall to take part

in a specific activity

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Visitors aged 16-24 are more likely than visitors overall to go for peace and quiet/ relaxation (53% vs.

43%)

Visitors aged 35-44 are more likely to go cycling (14% vs. 9%), bring the children (30% vs. 15%) or

visit the playground (15% vs. 9%)

Those aged 45-54 and 65+ are more likely to walk the dog (both 14% vs. 7%), while those aged 65+ are

more likely to visit a café or restaurant (15% vs. 9%)

Male visitors are more likely to go cycling (12% vs. 9%)

Meanwhile, female visitors are more likely to bring the children (21% vs. 15%) or visit the playground

(13% vs. 9%)

Those in a party with children are more likely to go for picnics/ refreshments (31% vs. 19%), to just

spend the day in the park (14% vs. 10%), to bring the children (53% vs. 15%), to visit the playground

(30% vs. 9%) or to feed the animals (7% vs. 3%)

Those in an adult-only party are more likely to go for peace and quiet/ to relax (47% vs. 43%)

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What types of information, activities or facilities, if any, would you like this park to offer? [Unprompted]

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 / All respondents (2,528), 31 July - 24 August and 24 November - 5 December 2009. Comparisons to 2009 indicative only – in

2009 question read ‘What type of information, educational or cultural activities, if any, would you like this park to offer?’ A starred figure (*) denotes a statistically significant difference between 2013/14 and 2009 surveys. NB

Unprompted question

Source: Ipsos MORI

11%

9%

7%

6%

6%

5%

5%

5%

4%

4%

Music events and concerts

Theatre/ open air theatre

Children's events or entertainment

Open air fim screenings

Nature events

Guided walks and talks

More seats/ benches

Sports events

%point difference

since 2009

-19*

-14*

-8*

-9*

-17*

-12*

N/A

N/A

-6*

N/A

PARK AVERAGE – Top 10

Suggestions

(combined)

Visitors

Entertainment 20%

Facilities 13%

Cultural events/ activities 13%

Sports/ exercise 10%

Arts/ crafts/ educational 9%

Food 6%

Children 6%

Natural environment 2%

Rides/ experiences 1%

More adventure playgrounds for

children

More/ better signs/ directions/ maps/

information

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Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. Top six nets shown. At Wave 3 August 2014, ‘nature information’ and ‘plant information’ (formerly separate codes) were merged as

one code - ‘Plant/nature information’ – which comes under the net ‘Arts/crafts/educational’; ‘more bins’ became ‘more bins/dog waste’ under the net ‘Facilities’.

Source: Ipsos MORI

Overall

(1,699)

St James's

(215)

Green

(221)

Hyde

(220)

Kensington

Gardens

(220)

Bushy

(208)

Greenwich

(199)

Richmond

(219)

Regent's/

Primrose

Hill (197)

Entertainment 20% 21% 15% 25% 16% 24% 24% 13% 25%

Facilities 13% 12% 17% 15% 5% 17% 10% 14% 17%

Cultural events/

activities 13% 11% 12% 18% 17% 15% 9% 11% 8%

Sports/ exercise 10% 5% 10% 12% 8% 12% 9% 16% 9%

Arts/ crafts/

educational 9% 5% 6% 14% 10% 14% 7% 9% 6%

Food 6% 8% 6% 3% 4% 10% 5% 4% 9%

Don’t want to

see any 30% 29% 29% 25% 21% 31% 32% 46% 29%

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Visitors from London/ the SE living locally to the park are more likely than

overall to suggest swimming pool/ lido facilities (7% vs. 1%).

Visitors from London/ the SE living further than one mile, UK and non-

UK visitors are no more likely than overall to suggest any further

information/ activities/ facilities

Those in a party with children are more likely than overall to suggest

children’s events or entertainment (16% vs. 7%), adventure

playgrounds/ soft play areas for children (13% vs. 5%) and wet play

area/ paddling pool (7% vs. 2%)

Those in an adult-only party are more likely to say they would like no

further activities (34% vs. 30%)

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Visitors aged 16-24 are more likely than visitors overall to suggest music events

and concerts (17% vs. 11%), open air film screenings (15% vs. 6%), sports

events (9% vs. 4%), cycle hire (7% vs. 3%) and other types of sporting activity

(7% vs. 3%)

Visitors aged 35-44 are more likely to suggest adventure playgrounds/ soft

play areas for children (8% vs. 5%)

Visitors aged 55-64 are more likely to suggest more/ better toilets/ baby

facilities (7% vs. 3%). But, they are also more likely to say they would like no

further activities (38% vs. 30%), as are visitors aged 65+ (43% vs. 30%)

Male visitors are more likely to say they would like no further activities (34%

vs. 30%), while female visitors are more likely to suggest more adventure

playgrounds/ soft play areas for children (7% vs. 5%)

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Thinking about your visit today, how much do you think you and your group will have spent in total on . . . .?


Average spend per group

• Above average group spend in Richmond (£6.56) and

Regent’s/ Primrose Hill (£7.25)

• Visitors to St James’s and Green Park more likely than

average to spend nothing (66%, 65% vs. 53%)

More likely to spend more than average are:

• Groups with children, especially those with children aged 6-10

(£13.30). Adult-only parties spend less (£3.39)

• Infrequent visitors (£6.26). Frequent visitors more likely to

spend less (£4.08)

• Visitors aged 35-44 (£6.62). Those aged 65+ spend the least

(£3.75)

• Visitors from outside UK (£7.16). Londoners (£4.03) and

those from the UK (£4.48) are more likely to spend less

SPEND CALCULATIONS ARE ROUGH ESTIMATES ONLY

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Thinking about your visit today, how much do you think you and your group will have spent in total on . . . .?

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. A single asterisk (*) indicates a score less than 0.5%, but greater than zero. Source: Ipsos MORI

Food and drink

Activities (e.g.

bicycle hire,

rowing boats)

Children’s

Activities

% of groups who

spent money

44% 13% 8%

Nothing 56% 87% 92%

£0-5 17% 5% 2%

£6-20 19% 2% 1%

£21-50 3% 1% *%

£50+ *% *% 0%

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Do you know who is responsible for managing this park? [UNPROMPTED]

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014 / All respondents (2,528), 31 July - 24 August and 24

November - 5 December 2009.

32%

16%

2%

1%

0%

4%

47%

36%

8%

5%

1%

0%

5%

44%

The Royal Parks

Local authority/council

City of London/Corporation

DCMS

Other

Don't know/not stated

2013/14 2009

Visitors more likely than average

to correctly identify TRP:

• Visitors to Bushy and

Richmond Parks (51% and 50%)

• Londoners (42%), English (39%)

and UK visitors (39%)

• Frequent visitors (45%)

• Visitors aged 45+ (41%)

• Visitors arriving by car and

bicycle (49% and 47%)

• Visitors from London/ South East

who live locally to the parks

(58%)

Organisation/ body responsible

for all parks in London

Source: Ipsos MORI

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Source: Ipsos MORI

How much before today would you say you knew about The Royal Parks?

5%

22%

36%

35%

2%

A lot

A moderate

amount

Don’t know

A little

Nothing at all

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014

Visitors more likely than average to know ‘a

lot/ a moderate amount’:

• Visitors to Richmond (46%),

Greenwich (38%) and Bushy (40%) –

so more so in the outer parks

• Londoners (37%), English (35%) and

UK visitors (34%)

• Frequent visitors (39%)

• Visitors aged 55+ (43%)

• Visitors arriving by car (44%) and

bicycle (38%)

• Visitors from London/ South East who

live locally to the parks (42%)

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Before your trip to this park today, did you use any of the following sources to find out information about the park? / And how would you prefer to find out information about the park?


49%

13%

11%

4%

2%

2%

35%

1%

15%

63%

14%

12%

5%

6%

5%

4%

General (e.g. word of mouth)

Online (e.g. TRP website, social networks)

Printed (e.g. leaflet, newsletter)

Media (e.g. newspaper, magazine, TV)

In the community

Somewhere else

None of these

Don't know

Sources used

Preferred sources

TRP website used by just

5% of visitors, but is the top

preferred channel:

36% would prefer to use it to

find out information, including

43% of those aged 35-64

Visitors aged 16-34 are

more likely to prefer

social networking

sites (14% vs. 8%)

‘Net’ sources

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5

5

32

27

8

36

30

20

17

25

38

7

8

23

5

5

6

4

% Strongly agree % Tend to agree % Neither/ nor

% Tend to disagree % Strongly disagree % Don't know

To what extent do you agree or disagree with the following statements?

I would be happy for a limited number of

paid ticketed events to be held in this park

if I knew the money generated would be

used to help maintain the park and other

Royal Parks

32%

13%

68%

I do not support the idea of paid ticketed

events being held in this park

I would like to know more about how The

Royal Parks are funded

Source: Ipsos MORI

Overall

agree


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Visitor counts

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Method

c.140 cameras installed at key exit/ entry points and other key locations in consultation with park managers

Cameras record 12 hours (7.00am to 7.00pm) of footage for one ‘typical’ week and weekend day per quarterly wave

First 20 minutes of footage from each hour counted – pedestrians, horse riders and cyclists exiting the parks. Counts then extrapolated

to provide quarterly and annual estimates

Please note that these counts should only be regarded as minimum estimates. It is

important to take into account the various limitations and considerations of the

method adopted, which are clearly laid out in the count reports

For pedestrians visiting the parks by vehicle: i) vehicles counted using camera footage or transactional car parking data; ii) pedestrians then calculated using an average occupancy figure

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Technical note – Counts estimates

• Estimates presented are from four waves of visitor counts carried out in the eight Royal Parks.

• Wave 1 counts (covering 23 November 2013 to 21 February 2014 ) took place Sunday 24 November and Tuesday 26 November 2013. Wave 2 counts (covering 22 February to 23 May 2014 ) took place Sunday 23 February and Tuesday 25 February 2014. Wave 3 counts (covering 24 May to 22 August 2014 ) took place Sunday 01 June and Tuesday 03 June 2014 except in Hyde Park, Green Park and St. James’s Park, where counts took place on Sunday 15 June and Tuesday 17 June. Wave 4 counts (covering 23 August 2014 to 22 November 2014) took place on Sunday 31 August and Tuesday 02 September 2014.

• The following were counted: pedestrians, cyclists, dogs (counted as their own separate category, with dog walkers counted separately as pedestrians), and equestrians (counted to include rider and horse). Vehicle through traffic was not counted.

• Visitor counts are estimates only. A number of limitations and considerations must be borne in mind when interpreting the data - details of which are provided under separate over. Each quarterly count has been based on data collected using the first 20 minutes of footage for each hour between 7.00am and 7.00pm, on one ‘typical’ week day and one ‘typical’ weekend day within the count period. Data has then been extrapolated to 12 hour projections, then to quarterly estimates, and finally to an annual estimate. Calculations assume that bank holidays count as weekend days.

• For parks where visitors could enter by vehicle, vehicles have been counted using camera footage (at Richmond and Bushy Parks) or transactional car parking data (at Regent’s and Greenwich Parks). A pedestrian count has then been obtained by multiplying the number of vehicles exiting each respective park on count days by a vehicle occupancy average (where dedicated cameras were used in certain parks to count the number of people entering their vehicles having visited the park over a sample period).

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c.77 million+ visitors during Waves 1 – 4 (23 November 2013 - 22 November 2014)

Wave 1

(Nov 2013)

Wave 2

(Feb 2014)

Wave 3

(June 2014)

Wave 4

(Aug/Sept 2014)

W1, W2, W3 &

W4 combined

Bushy Park 451,811 416,127 657,115 854,003 2,379,056

Greenwich Park 838,220 926,000 1,486,461 1,510,021 4,760,702

Hyde Park 3,552,750 1,726,332 3,903,057 3,626,592 12,808,731

Kensington

G’dens 1,772,103 1,978,212 3,263,265 3,363,948 10,377,528

Richmond Park 1,095,672 1,086,782 1,500,397 1,778,470 5,461,321

St James’s Park 3,954,501 3,191,262 4,940,820 4,877,232 16,963,815

Green Park 3,302,757 2,361,678 4,170,039 4,388,868 14,223,342

Regent’s Park 1,342,522 1,479,443 2,302,082 2,901,596 8,025,643

Primrose Hill 510,435 526,974 802,842 844,320 2,684,571

TOTAL 16,820,771 13,692,810 23,026,078 24,145,050 77,684,709

Total pedestrians, cyclists and horse riders…

Wave 1 counts (covering 23 November 2013 to 21 February 2014 ) took place Sunday 24 November and Tuesday 26 November 2013. Wave 2 counts (covering 22 February to 23 May 2014 ) took place

Sunday 23 February and Tuesday 25 February 2014. Wave 3 counts (covering 24 May to 22 August 2014 ) took place Sunday 01 June and Tuesday 03 June 2014 except Hyde Park, Green Park and St.

James’s Park, where counts took place on Sunday 15 June and Tuesday 17 June. Wave 4 counts (covering 23 August 2014 to 22 November 2014) took place on Sunday 31 August and Tuesday 02

September 2014.

Source: Ipsos MORI

35


Visitor counts by visitor type during Waves 1 - 4

Wave 1 counts (covering 23 November 2013 to 21 February 2014 ) took place Sunday 24 November and Tuesday 26 November 2013. Wave 2 counts (covering 22 February to 23 May 2014 ) took place

Sunday 23 February and Tuesday 25 February 2014. Wave 3 counts (covering 24 May to 22 August 2014 ) took place Sunday 01 June and Tuesday 03 June 2014 except Hyde Park, Green Park and St.

James’s Park, where counts took place on Sunday 15 June and Tuesday 17 June. Wave 4 counts (covering 23 August 2014 to 22 November 2014) took place on Sunday 31 August and Tuesday 02

September 2014.

Source: Ipsos MORI

Total across

all parks

Total dogs Total

equestrians

Total

pedestrians

Total

cyclists

Total pedestrians,

cyclists and

equestrians

Wave 1 total 546,555 25,995 15,083,312 1,711,464 16,820,771

Wave 2 total 577,464 15,954 12,130,860 1,545,996 13,692,810

Wave 3 total 507,054 10,527 20,017,036 2,998,515 23,026,078

Wave 4 total 538,464 12,060 21,262,458 2,870,532 24,145,050

Total yearly

estimate 2,169,537 64,536 68,493,666 9,126,507 77,684,709

36


Park visitors research:

Appendices

37


Demographic profile of respondents interviewed: age, gender and disability

13%

25%

22%

15%

12%

9%

4%

1%

47%

51%

1%

4%

95%

1%

16-24

25-34

35-44

45-54

55-64

65-74

75+

Refused/ not stated

Male

Female

Not stated

Yes

No

Prefer not to say/ not stated

*%

1%

1%

Age

Gender

Disability

Weighted % of respondents

interviewed, Waves 1-3 combined

Base: All respondents (1,699), 8-22 August 2013, 8-22 May 2014 and 7-19 August 2014. A single asterisk (*) indicates a score

less than 0.5%, but greater than zero.

38


Demographic profile of respondents interviewed: group size

32%

31%

7%

72%

18%

13%

7%

28%

1%

1 adult, no child(ren)

2 adults, no child(ren)

3-4 adults, no child(ren)

5+ adults, no child(ren)

Adult-only party

With child(ren) 0-5

With child(ren) 6-10

With child(ren) 11-15

With child(ren) party

Not stated

2%

1%

Group size Weighted % of

respondents interviewed,

Waves 1-3 combined


39


Demographic profile of respondents interviewed: group size

4%

4%

6%

5%

13%

1%

68%

8%

24%

Within half a mile

Within 1 mile

Within 2 to 3 miles

Within 4 to 5 miles

Over 5 miles away

Don't know

Not stated

Within 1 mile

*%

Distance from the park: visitors living in

London or the South East Weighted % of

respondents interviewed,

Wave 3 only

Base: All who live in London or the South East (Wave 3 only): 343 respondents. A single asterisk (*) indicates a score less than

0.5%, but greater than zero.

Further than 1 mile

40


Those who took part in the survey are only a sample of the total population of visitors to the parks, so we cannot be certain that the figures obtained are exactly those that would have been reached if everyone had responded (the "true" values). We can, however, predict the variation between the sample results and the "true" values from knowledge of the size of the samples on which the results to each question is based, and the number of times a particular answer is given.

The confidence with which we can make this prediction is usually chosen to be 95% - that is, the chances are 95 in 100 that the "true" value will fall within a specified range. The following illustrates the predicted ranges for different sample sizes and percentage results at the "95% confidence interval":

For example, with a sample size of 1,699 where 70% give a particular answer, the chances are, 19 in 20 that the "true" value (i.e. the one which would

have been obtained if all park visitors had been interviewed) will fall within the range of ±2 percentage points from the survey result (i.e. between 68%

and 72%).

NB: Strictly speaking the tolerances shown here apply only to pure random samples so should be treated as indicative only.

Guide to statistical reliability (1)

Size of sample on which

survey result is based

Approximate sampling tolerances applicable to

percentages at or near these levels

10% or 90%

+

30% or 70%

+

50%

+

100 responses 6 9 10

200 responses 4 6 7

500 responses 3 4 4

1,699 responses 1 2 2

41


Survey of the general public: guide to statistical reliability (2)

Size of sample on which survey result is

based Differences required for significance at or near these percentage levels

10% or 90%

+

30% or 70%

+

50%

+

100 vs. 100 8 13 14

200 vs. 200 6 9 10

500 vs. 500 4 6 6

1,699 vs. 2,400 (2013/14 vs. 2009) 2 3 3

When results are compared between separate groups within a sample (e.g. males versus females), different results may be obtained. The difference may

be "real," or it may occur by chance (because not everyone in the population has been interviewed). To test if the difference is a real one - i.e. if it is

"statistically significant" - we again have to know the size of the samples, the percentage giving a certain answer and the degree of confidence chosen.

If we once again assume a "95% confidence interval", the differences between the results of two separate groups must be greater than the values given

in the following table:

royal parks stakeholder research programme 2014 · technical note – visitor research • this...

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