Market Research Resultsfor

East Devon AONB8th March 2013

Research Methodology

• Face to face field interviews with 400 respondents conducted in 4 key locationsBeerBudleigh SaltertonHonitonSidmouth

• Interviews were conducted with respondents aged 16 and over

• Interviews were conducted between January 4th and February 16th 2013

Research Aims and Objectives

• To gauge unprompted awareness of the term Area of Outstanding Natural Beauty (AONB)

• To measure unprompted awareness of any projects being undertaken by the East Devon AONB and to seek public opinion as to which villages are already AONB

• To understand what support and actions the public understand are involved when classifying an area as an AONB

• To assess, from a prompted list, perceived benefits and problems for those areas classified as AONB, and whether East Devon AONB is a positive or negative thing

ClassificationA quota sample was set to represent the population of Devon and consistency with the

2003 survey. Therefore there is a marginal bias towards those aged over 55 and females.Sample Size = 400

Male46%Female

54%

Gender

16-3426%

35-5435%

55+40%

Age Group

Awareness of AONB

Have You Heard of the Term AONB?Awareness of the term ‘AONB’ shows a small improvement since 2008 with 94% being definitely aware of the term

Definitely 'no'

Possibly 'no'

Unsure

Possibly 'yes'

Definitely 'yes'

4%

1%

0%

2%

94%

5%

1%

1%

4%

90%

0.07

0.03

0.04

0.87

2003 2008 2013

Have You Heard of the Term AONB?by age

2003

Possibly 'yes'Definitely 'yes'

5%

91%

3%

93%

5%

74%

55+ 35-54 16-34

2013

Possibly 'yes'Definitely 'yes'

1%

98%

2%

95%

3%

86%

55+ 35-54 16-34

Have You Heard of the following ….?

East Devon AONB

Blackdown Hills AONB

World Heritage Coast

91%

81%

96%

3%

4%

2%

6%

15%

2%

Yes Unsure No

Have You Heard of the Following ….?% yes by year

East Devon AONB

Blackdown Hills AONB

World Heritage Coast

91%

81%

96%

70%

62%

95%

48%

69%

84%

2003 2008 2013

Are any of the following villages in East Devon AONB?

Woodbury

West Hill

Raymonds Hill

Otterton

Farway

Branscombe

68%

42%

22%

70%

35%

85%

19%

34%

48%

24%

45%

12%

13%

24%

30%

6%

20%

3%

Yes Unsure No

Do you think classifying an area as an AONB involves any of the following?

2003 2013

Stricter Controls on New Building

Attracting More Visitors

Support for Local Communities

Grants for Small Businesses

Support for Agriculture

Landscape Conservation

Wildlife Conservation

96%

66%

89%

48%

66%

99%

94%

3%

12%

4%

20%

16%

1%

3%

1%

23%

6%

32%

18%

1%

3%

Yes Unsure No

82%

89%

63%

38%

58%

94%

85%

12%

6%

23%

33%

28%

3%

9%

6%

5%

14%

29%

14%

3%

6%

Benefits that might result for an area classified as an AONB?

2003 2013

Safeguarding for Future of Area

Protection for Wildlife

Protection for Landscape & Scenery

Higher Profile among Tourists

More Funding from Outside Area

More Jobs for Local People

93%

92%

98%

84%

77%

47%

4%

6%

2%

9%

14%

18%

3%

2%

1%

7%

9%

35%

Yes Unsure No

94%

93%

97%

92%

69%

52%

4%

5%

2%

4%

21%

22%

2%

2%

1%

4%

10%

26%

Problems that might result for an area classified as an AONB?

2003 2013

More Red Tape for Business

More Restrictions on Farmers

More Congestion on Roads

Higher House Prices

Less Jobs for Local People

66%

64%

67%

83%

31%

18%

19%

9%

7%

19%

17%

17%

24%

10%

50%

Yes Unsure No

62%

57%

64%

82%

25%

24%

28%

14%

8%

28%

14%

15%

22%

10%

47%

Who do you think are the main funding partners of East Devon AONB?

169

5050

139

11

Unsure Mentioned DEFRA (GOV)Mentioned DDC Mentioned EDDCEDDC / DCC / DEFRA (GOV)

Who do you think is in charge of looking after East Devon AONB?

95

20

38

215

2

Unsure Mentioned DEFRA (GOV)Mentioned DDC Mentioned EDDCEAST DEVON AONB

Do you think that having an East Devon AONB is ….?

1%2%

13%

84%

Definitely or Possibly negative UnsurePossibly positive Definitely positive

How long do you think East Devon AONB has been in existence?

32

80

78

27202211

130

0-9 Years 10-19 Years 20-29 Years 30-39 Years40-49 Years 50 Years Longer Unsure

Summary

• Awareness of the term AONB has increased slightly since 2008.

• There has been an significant advance in awareness amongst people aged 16-34.

• There has been a significant increase in the awareness of East Devon AONB.

• Whilst most people are aware of the term and the locations, very few have any idea how an AONB is administered.