Derbyshire Customer Segmentation Model : Erewash Social Capital Survey

Survey response 717 respondents, 649 providing full demographics 58% men, 42% women Majority of respondents over 30, high proportion of 65-74 year olds 76% of respondents married, in civil partnership or living with partner The survey was conducted online Although paper copies were available, no hard copy responses were received.

Customer segmentation in Erewash

Customer segmentation in Erewash Low percentage of areas in super cluster 1 (rural areas) compared to Derbyshire High percentage of super cluster 2 areas (suburban areas) particularly sub cluster 201. Full descriptions of sub clusters at: http://observatory.derbyshire.gov.uk/IAS/Custom/Pages/DerbyshireCommunities/CustomerSegmentation.aspx 649 responses could be analysed using customer segmentation. Results are shown where responses varied notably by sub cluster, otherwise overall results are shown. Some sub clusters had few respondents, so low numbers are noted in any segmentation analysis.

Local Friends

Staying in my neighbourhood

Similar to my neighbourhood

Talking to my neighbours

Working in my neighbourhood

Working in my neighbourhood (customer segmentation) Super cluster 1 has a higher percentage of people willing to work on local projects – these are rural areas. Sub cluster 301 has 100% agreement, but based on low number of responses so is not reliable.

Belonging in this neighbourhood

Advice in the neighbourhood

Borrowing in the neighbourhood

Borrowing in this neighbourhood

Relying on your family

Relying on your spouse or partner NB Only responses from people with a partner

Relying on your friends

Satisfaction ratings

Feelings of loneliness The percentage of people who are lonely most or all of the time goes up to 3% when all respondents (i.e. including those who did not supply all information) is included. However, only 6% are lonely most/all/more than half of the time compared to 14% in the last European quality of life survey (2011/12)

Providing care

Informal care: hours per week

Service use

Volunteering

How often?

Types of volunteering A wide range of organisations were named in the ‘other’ section, including the University of the Third Age, local arts and walking groups, and some respondents who listed multiple organisations they volunteered for.

Finding out about volunteering These are the top answers to this question. Other ways to find out included notices in libraries and surgeries (24 volunteers) and local events (26 volunteers)

Social Media

Social Media NB 301 is based on a low number of users. A similar group of question was asked to the DCC Citizen’s Panel, but a far lower percentage of users were on social media. However, the Erewash survey was conducted entirely online and so was likely to attract a higher percentage of users. In both cases super cluster 4 had a higher than average proportion of users.

Summary and next steps Responses show a higher level of social capital in Erewash than nationally by most measures. The survey response had an over representation of older people and limited younger people. Next step is to run the same questions in other areas in Derbyshire to provide comparison data