PUBLIC OPINION SURVEY

PUBLIC OPINION SURVEY

SEPTEMBER 2009

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

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

One-in-three people in Staffordshire neither drive a car nor ride a motorbike

Base: All respondents

One-in-two drivers have been in an accident at some time

Base: Drivers/motorcyclists

One-in-three Staffs drivers have been caught by speed camera at least once


The great majority think speeding is selfish


Majority are also aware of dangers of even slightly exceeding limit


Two-in-three people are worried about the speed of vehicles where they live


And yet great majority of people think ‘almost everyone speeds’


Mixed opinions on whether speeding is only dangerous in certain circumstances


One-in-two motorists say they often don’t realise they’re speeding


One-in-four drivers say they only look at their speedo if they see a camera


And one-in-two say speed cameras have made them slow down


Especially those who’ve been flashed!


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


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


Low awareness of where money from speeding tickets goes


On average, people think enforcement should begin at 34mph in a 30 zone – with no real demographic variations


Split opinions about safety on Staffordshire’s roads


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


Only one-in-ten people have heard of the Partnership


And few know what the Partnership does!

What do you think the Staffordshire Casualty Reduction Partnership does? %

Aiming to improve road safety 17

Raise road safety awareness 7

Involved with speed cameras 5

Aiming to stop accidents by reducing speed 4

Educates/using education 4

Helps/works with police 3

Monitors roads/speed limits 2

Enforces speed limits 1

Negative comments (makes money from motorists etc.) 1

Other 4

Don’t know/no idea 59

Even after prompting, only small minority aware of Partnership’s specific responsibilities


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


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 speed 15

Haven’t heard of it/not well publicised – so can’t be very effective 7

Making money out of motorists/out to fleece motorists 4

Cameras not always effective/in wrong place etc. 2

Not sure of effectiveness 3

Base: all who don’t have confidence/don’t know if do or don’t (367)

Conclusions

Just 64% of Staffordshire residents drive a car. Generally relatively low mileage, and primarily on local roads

The exceptions:Higher social grades and educationMenMiddle 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

Conclusions

One-in-three drivers have been caught at least once by a camera. Most likely to be caught:MenThose who’ve been in an accidentHigh mileage drivers35+ (including the low mileage over 65s)

These people are much less likely than others to think speeding is…SelfishDangerous

And more likely to…Think that speeding is only dangerous in certain circumstancesOnly look at their speedo if they see a cameraOften not realise they’re speeding

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

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

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.

Documents

PUBLIC OPINION SURVEY