1. PUBLIC OPINION SURVEY SEPTEMBER 2009

2. Research Objective Provide an independent, objective, representative and robust picture of public attitudes in Staffordshire towards… Staffordshire Casualty Reduction Partnership/Safer Roads Partnership Speeding Speed cameras

3. Research Method 781 face-to-face interviews in town centres throughout Staffs Locations broadly proportionate to population distribution: Leek, Biddulph, Cheadle Newcastle, Kidsgrove Hanley, Longton, Tunstall Stafford, Stone Cannock, Rugeley Burton, Uttoxeter Tamworth Lichfield Wombourne, Great Wyrley Representative quotas placed on age and gender Fieldwork: 11-30 June 2009

4. One-in-three people in Staffordshire neither drive a car nor ride a motorbike Base: All respondents

5. One-in-two drivers have been in an accident at some time Base: Drivers/motorcyclists

6. One-in-three Staffs drivers have been caught by speed camera at least once Base: Drivers/motorcyclists

7. The great majority think speeding is selfish Base: All respondents

8. Majority are also aware of dangers of even slightly exceeding limit Base: All respondents

9. Two-in-three people are worried about the speed of vehicles where they live Base: All respondents

10. And yet great majority of people think ‘almost everyone speeds’ Base: All respondents

11. Mixed opinions on whether speeding is only dangerous in certain circumstances Base: All respondents

12. One-in-two motorists say they often don’t realise they’re speeding Base: Drivers/motorcyclists

13. One-in-four drivers say they only look at their speedo if they see a camera Base: Drivers/motorcyclists

14. And one-in-two say speed cameras have made them slow down Base: Drivers/motorcyclists

15. Especially those who’ve been flashed! Base: Drivers/motorcyclists

16. People are more positive about fixed than mobile cameras. But overall far more people support speed cameras than don’t support them. Base: All respondents

17. Just one-in-three people think camera sites are chosen to catch most motorists. Primarily middle-aged men and medium-high mileage motorists, but no difference by whether caught Base: All respondents

18. Low awareness of where money from speeding tickets goes Base: All respondents

19. On average, people think enforcement should begin at 34mph in a 30 zone – with no real demographic variations Base: All respondents

20. Split opinions about safety on Staffordshire’s roads Base: All respondents

21. Primarily dependent on age group: young people think our roads are safer, older people think they’re more dangerous. Base: All respondents

22. Only one-in-ten people have heard of the Partnership Base: All respondents

23. And few know what the Partnership does! What do you think the Staffordshire Casualty Reduction Partnership does?% Aiming to improve road safety17 Raise road safety awareness7 Involved with speed cameras5 Aiming to stop accidents by reducing speed4 Educates/using education4 Helps/works with police3 Monitors roads/speed limits2 Enforces speed limits1 Negative comments (makes money from motorists etc.)1 Other4 Don’t know/no idea59

24. Even after prompting, only small minority aware of Partnership’s specific responsibilities Base: All respondents

25. Once they know what it does, one-in-two have confidence in the Partnership. But somewhat muted and 27% aren’t sure either way Base: All respondents

26. Primarily though due to lack of awareness – plus some scepticism Reasons for not having confidence in Partnership/not knowing whether do or don’t % Don’t know (because haven’t heard of it)58 Hasn’t made much/any difference/people take no notice/still speed15 Haven’t heard of it/not well publicised – so can’t be very effective7 Making money out of motorists/out to fleece motorists4 Cameras not always effective/in wrong place etc.2 Not sure of effectiveness3 Base: all who don’t have confidence/don’t know if do or don’t(367)

27. Conclusions Just 64% of Staffordshire residents drive a car. Generally relatively low mileage, and primarily on local roads The exceptions: Higher social grades and education Men Middle age groups: 35-54 These do higher mileage – often for work. One-in-two drivers have had an accident. Men are significantly more likely to have had an accident than women – whatever their mileage

28. Conclusions One-in-three drivers have been caught at least once by a camera. Most likely to be caught: Men Those who’ve been in an accident High mileage drivers 35+ (including the low mileage over 65s) These people are much less likely than others to think speeding is… Selfish Dangerous And more likely to… Think that speeding is only dangerous in certain circumstances Only look at their speedo if they see a camera Often not realise they’re speeding

29. Conclusions This research strongly suggests that cameras (especially mobile ones) are keeping these drivers in check, but undoubtedly are not popular with them. They do not however represent the majority of the Staffordshire population. Detailed analysis reveals that males, who’ve been caught speeding, and don’t support speed cameras constitute 12% of the Staffordshire population

30. Conclusions The majority of Staffs residents… Support speed cameras Know that cameras are sited at accident black spots Think that enforcement should begin at 34mph in a 30 zone (but beware; this will be for other drivers, not themselves) Have (muted) confidence in the Partnership – once they know what it does

31. Conclusions The majority of Staffs residents do not know… About the Casualty Reduction Partnership (its existence and responsibilities) Where the money from speeding fines goes That our roads are becoming safer What we don’t know however is whether knowing these facts would make them any safer drivers Hence we’d suggest it be communicated externally through (free) PR, rather than (costly) marketing campaigns.