1. Derbyshire Customer Segmentation Model : Erewash Social Capital Survey

2. Survey response 717 respondents, 649 providing full demographics
58% men, 42% women
Majority of respondents over 30, high proportion of 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.

3. Customer segmentation in Erewash

4. 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:
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.

5. Local Friends

6. Staying in my neighbourhood

7. Similar to my neighbourhood

8. Talking to my neighbours

9. Working in my neighbourhood

10. 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.

11. Belonging in this neighbourhood

12. Advice in the neighbourhood

13. Borrowing in the neighbourhood

14. Borrowing in this neighbourhood

15. Relying on your family

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

17. Relying on your friends

18. Satisfaction ratings

19. 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)

20. Providing care

21. Informal care: hours per week

22. Service use

23. Volunteering

24. How often?

25. 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.

26. 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)

27. Social Media

28. 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.

29. 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