Research Research Proposal Research Proposal

National Trails Visitor Survey 2014

Research Proposal

Prepared for: Monmouthshire County Council

Prepared by: Beaufort Research

Research Proposal

Benchmarking Information Anglesey

Research Report

Retail Footfall and Consumer Shopping Habits Survey

Contact Details Agency contact: Sarah McDonough Beaufort Research 2 Museum Place

Cardiff

CF10 3BG Tel: (029) 2037 8565

Fax: (029) 2037 0600 E‐mail: [email protected] www.beaufortresearch.co.uk Date: 18th January 2016

Contents Page 1. Executive Summary ..................................................................................... 1 1.1 Retail footfall counts ....................................................................................... 1 1.2 Food shopping behaviour ............................................................................... 2 1.3 Non-food shopping behaviour ......................................................................... 3 1.4 Spend and transport usage for food and non-food shopping .......................... 4 1.5 Usage of towns and cities for leisure .............................................................. 4 1.6 Usage of towns and cities for arts ................................................................... 5 2. Background and Methodology .................................................................... 6 2.1 Background to the project ............................................................................... 6 2.2 Why research was needed ............................................................................. 7 2.3 Methodology ................................................................................................... 8 2.3.1 Overall approach ........................................................................................................ 8 2.3.2 Delivering the research .............................................................................................. 8 3. Main Findings ............................................................................................. 14 3.1 Retail footfall counts ..................................................................................... 14 3.2 Food shopping behaviour ............................................................................. 15 3.2.1 Usual and other shops used for main food shopping ............................................... 15 3.2.2 Frequency of main food shopping ............................................................................ 17 3.2.3 Shops used for top-up food shopping ...................................................................... 18 3.2.4 Shopping for non-food items and food items at the same time ................................ 19 3.3 Non-food shopping behaviour ....................................................................... 20 3.3.1 Shopping for clothes, footwear and other fashion items .......................................... 20 3.3.2 Shopping for other non-food items ........................................................................... 22 3.4 Spend and transport used for food and non-food shopping .......................... 25 3.4.1 Proportion of household spend on food and clothing ............................................... 25 3.4.2 Modes of transport used for food and clothing shopping ......................................... 26 3.5 Usage of towns and cities for leisure ............................................................ 28 3.5.1 Visiting the cinema ................................................................................................... 28 3.5.2 Visiting the gym ........................................................................................................ 30 3.6 Usage of towns and cities for arts ................................................................. 33 4. Profile of the sample .................................................................................. 34 5. Conclusions ................................................................................................ 35

Retail Footfall and Consumer Shopping Habits Survey Research Report

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1. Executive Summary 1.1 Retail footfall counts

The overall counts, across all points, shifts and days are as follows: Abergavenny = 14,915; Caldicot = 2,362; Chepstow = 6,016; Monmouth = 7,525; Usk = 1,766. The busiest count points for each area were as follows: Abergavenny = High Street (Cross Street End) (2,501); Caldicot = Waitrose (967); Chepstow = Welsh Street (1,413); Monmouth = Monnow Street (1,624); Usk = Co-operative (506). The busiest times of the day for each area were as follows: Abergavenny = 12pm – 1pm (3,367); Caldicot = 11am – 12pm (531); Chepstow = 12pm – 1pm (1,391); Monmouth = 12pm – 1pm (1,743); Usk = 12pm – 1pm (426). Detailed analysis of the results has not been carried out as the value of the data is in its comparison with past results and in its ability to establish trends going forward.


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1.2 Food shopping behaviour Amongst the survey sample, 97% of respondents undertook main food shopping for their households. As would be expected, there was considerable variation in the stores visited for food shopping according to area of residence. In each of the six postcode zones included in the research, the most popular stores for food shopping were: Zone 1 (Abergavenny) – Aldi, Monmouth Road, Abergavenny (50%); Zone 2 (Monmouth) – Waitrose, Monnow Street, Monmouth (49%); Zone 3 (Usk) – Waitrose, Merthyr Road, Abergavenny (22%); Zone 4 (Chepstow) – Tesco Superstore, Station Road, Chepstow (55%); Zone 5 (Caldicot 1) – Asda, Woodstock Way, Caldicot (60%); Zone 6 – (Caldicot 2) – Waitrose, Newport Road, Caldicot (30%). Three quarters of the respondents interviewed did their main food shopping once a week or more often (75%), with 54% saying they went main food shopping once a week, and 21% more frequently than this.

In each of the six postcode zones included in the research, the most popular stores for top-up food shopping were: Zone 1 (Abergavenny) – Waitrose, Merthyr Road, Abergavenny and Aldi,

Monmouth Road, Abergavenny (21% for each); Zone 2 (Monmouth) – Waitrose, Monnow Street, Monmouth (26%); Zone 3 (Usk) – Co-operative, Bridge Street, Usk (43%); Zone 4 (Chepstow) – Budgens, Chepstow (17%); Zone 5 (Caldicot 1) – Asda, Woodstock Way, Caldicot (44%); Zone 6 – (Caldicot 2) – Co-operative, The Cross, Magor (49%). Only around a third of the respondents interviewed said that they combined food and non-food shopping trips (36%). The majority of these (29%) said that they shopped for non-food items in the same store where food was purchased, while small proportions used the same retail park or shopping centre (2% for each) or a nearby shopping centre (1%).


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1.3 Non-food shopping behaviour The vast majority of respondents (95%) shopped for clothes, footwear and other fashion items. As was seen with food shopping, there was considerable variation in clothes shopping destinations according to area of residence. Newport Retail Park was the most frequent usual destination for clothes shopping (20%), followed by Cwmbran and Cardiff (14% for each). Bristol Cribbs Causeway was the fourth most popular usual shopping destination for clothes, footwear and other fashion items (12%), with other destinations being used by significantly smaller proportions of respondents. Cardiff and Bristol Cribbs Causeway were most popular for occasional clothes shopping trips (17% and 14% respectively), followed by Newport Retail Park (12%). Just over one in ten respondents (11%) usually bought their clothes, footwear and other fashion items online. The vast majority (ranging from (80% to 99%) claimed to purchase these other types of non-food items and access financial services: Books, music, DVDs and toys = 88%; Chemist goods, toiletries and cosmetics = 99%; Furniture, carpets and soft furnishings = 82%; Computers, TVs, washings machines, cookers etc. = 92%; Household goods, glass, china and tableware = 80%; DIY, hardware and gardening goods = 92%; Banking, other financial and legal services = 98%.

The towns and cities used for other non-food shopping varied according to the types of goods being purchased. Amongst all residents interviewed (across all zones):

Abergavenny was the most popular shopping destination for:

o Chemist goods, toiletries and cosmetics (19%) o DIY, hardware and gardening goods (14%) o Banking, other financial and legal services (19%).

Cardiff was the most popular shopping destination for:

o Furniture, carpets and soft furnishings (12%) o Household goods, glass, china and tableware (13%) o

Bristol Cribbs Causeway was most popular for computers, TVs, washing machines, cookers etc. (13%)

Monmouth was most popular for books, music, DVD’s and toys (8%).


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1.4 Spend and transport usage for food and non-food shopping When asked to estimate how much their household usually spent on food and clothing, around half of the survey sample were able to estimate this (56% for both). An average of 22% of a household’s weekly income was spent on food, although 62% of respondents claimed to spend less than this per week. Around one in five (18%) spent a relatively small 1% to 5% of their weekly household income on food. At the other end of the scale, 7% said that they spent over half of their weekly household income on food. For clothes, the average monthly household spend was 11%, although the majority of the survey sample spent less than this (78%). Just over half (51%) spent between 1% and 5% of their household’s monthly income on clothes, with another 27% spending 6% to 10%. At the other end of the scale, only 1% spent more than half of their household’s monthly income on clothes, footwear and other fashion items. For both food and clothes shopping, three quarters of respondents travelled to the shops by car as a driver (75% for both). Roughly one in ten travelled to the shops by car and a passenger (6% for food, 8% for clothes). Only relatively small proportions of respondents used public transport (bus or train) to travel when food shopping (3%); a slightly higher proportion used public transport to travel on clothes shopping trips (7%). While one in ten walked when shopping for food (11%), only 4% said the same when shopping for clothes.

1.5 Usage of towns and cities for leisure Two thirds of the respondents interviewed said that they visited the cinema (66%); cinema usage was highest in Zone 4 (Chepstow = 74%) and lowest in Zone 5 (Caldicot 1 = 57%). Amongst all cinema-goers, the most frequently visited cinema was Cineworld, Newport Retail Park (36%). This was by far the most popular cinema visited in the overall area. Just over one in ten visited smaller, independent cinemas: Baker Street Cinema, Abergavenny and Savoy Theatre and Cinema, Monmouth (13% for both). Another 4% visited the Riverfront Cinema, Newport and Studio Cinema, Coleford. Around one in ten visited larger Vue Cinemas in Cwmbran (10%) and Bristol Cribbs Causeway (8%).


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Just less than four in ten of the respondents interviewed said they visited a gym or sports centre (38%); there was little variation in this percentage across the postcode different zones, although a slightly higher than average proportion of those living in Zones 3 (Chepstow) and 4 (Caldicot 1) visited the gym (43%) while lower than average proportions said the same in Zones 1 (Abergavenny = 34%) and 6 (Caldicot 2 = 32%). The most popular gyms (across all zones) were the leisure centres in Abergavenny and Monmouth, both visited by 20% of gym-goers. A similar proportion visited Chepstow Leisure Centre (19%) while a slightly smaller proportion of 14% visited Caldicot Leisure Centre. These were by far the four most population destinations for gym-goers.

1.6 Usage of towns and cities for arts While just over half of those interviewed ever visited museums and theatres (53% and 58% respectively), only around a third ever visited art galleries (31%). Cardiff was the most popular location for visiting all three types of art venue, visited by around a third of art patrons (museums = 37%; art galleries = 34%; theatres = 36%). London was also popular, more so for art galleries (32%) compared to museums (22%) and theatres (14%); in fact, slightly more theatre goers tended to visit Bristol (15%) rather than London (14%).


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2. Background and Methodology 2.1 Background to the project

The Welsh Government Technical Advice Note 4 (TAN 4) – Retailing and Town Centres (November 1996), in conjunction with Planning Policy Wales, provides guidance and advice to local planning authorities on the preparation of development plans. It advises that information on the retail industry in a local planning authority's area, together with information on the functioning of their town centres, will assist the preparation of development plans and the consideration of planning applications. It also outlines how baseline information and time series data can provide a picture of change and a guide to future trends. TAN 4 recommends that the following information can be useful when preparing development plans and in the consideration of planning applications: Population change: combined with retail expenditure - this can result in

the identification of shortfalls and opportunities for new retail developments;

Retail provision: the amount and distribution of different forms of retailing across a local authority area can provide a useful profile of the industry and assist in identifying the shopping hierarchy;

Retail expenditure: which can mean the amount of money spent on retail

services in total or per person within the catchment area for a development, a centre, or local authority area. Changing local economic conditions will affect expenditure levels and therefore the retail health of existing centres and businesses.

Other information of value in measuring vitality, attractiveness and viability of town centres includes:

Turnover in relation to floor-space; Commercial yield on non-domestic property; Shopping rents; Retailer representation and change; The diversity of space use (e.g. use for different functions such as offices,

shopping, cultural and entertainment activities, restaurant, hotels etc.).


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Monmouthshire Retail Background Papers Monmouthshire County Council (Monmouthshire CC) began gathering data on annual pedestrian flow in 1993 and consumer shopping habits back in 1997, providing a baseline benchmark data set to compare against subsequent waves of the research. The consumer shopping habits survey has since been repeated twice, in 2006 and 2010, and provides a valuable source of comparable data when looking at the shopping habits of the County’s residents. The data from this research (combined with in-house research conducted by Monmouthshire CC) is used to inform the annual Monmouthshire Retail Background Papers, which provide valuable information on the vitality, attractiveness and viability of the main towns in Monmouthshire (in accordance with the guidance set out in TAN 4).

2.2 Why research was needed

Monmouthshire CC was seeking to appoint consultants to carry out a repeat of the previous pedestrian footfall and consumer shopping habits surveys, to inform the Annual Retail Background Paper and to continue a valuable time series of data which has been collected by the authority for a number of years. The focus of the retail footfall count and telephone survey was on the County’s main towns of Abergavenny, Caldicot, Chepstow, Monmouth and Usk. In order to be able to compare the data gathered from the 2015 survey with that of previous years, it was vital that a consistent approach to the research was adopted. Aims of the research For the pedestrian flow survey: although detailed analysis of the results was not carried out, the value of this data was in its comparison with past results and in its ability to establish trends going forward.


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For the consumer shopping habits survey: it was again important that this was conducted in such a way as to allow for comparison with previous surveys, which were conducted by telephone. The key area for analysis of the outcomes of this survey focussed on the existing shopping patterns of the County’s residents and identified:

the primary catchment areas for the County’s main centres; the proportion of household expenditure by type of goods, making an

allowance for special forms of trading and purchases over the internet; and

the trade-draw patterns for the centres. 2.3 Methodology

2.3.1 Overall approach

The project brief gave a clear indication of how Monmouthshire CC envisaged the research methodology: i. a pedestrian flow count survey at pre-selected shopping areas within the County’s five main population settlements, to establish levels of footfall; ii. a telephone survey amongst residents within Monmouthshire and surrounding catchment areas, to establish consumer shopping habits. This approach was both appropriate to the research requirements and replicated the method used for previous waves of the research to maximise the comparability of findings.

2.3.2 Delivering the research Pedestrian Flow Count

The aim of the pedestrian flow count was to establish levels of footfall in key shopping areas of Monmouthshire’s five main population settlements, and track trend changes in the data.


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Interviewers were located at pre-selected ‘count points’:

Table 1: Location of retail footfall count points

ABERGAVENNY CALDICOT

A. Cross Street B. Flannel Street C. Town Hall and Market D. Town Hall and Market (Brewery Yard

end) E. Nevill Street F. St John’s Street G. High Street (Cross Street end) H. Market Street / Lion Street (Junction) I. Lion Street J. Lewis’ Lane K. Cibi Walk (Frogmore Street end) L. Cibi Walk ((King Street end) M. Frogmore Street (Tesco)

A. Newport Road (Church) B. Newport Road (The Cross) C. Car Park Lane D. Waitrose

CHEPSTOW

A. Bridge Street B. Upper Church Street C. St Mary’s Arcade D. Old Bell Chambers E. Library Arcade F. Welsh Street G. Community Centre H. Thomas Street I. Moor Street

MONMOUTH USK A. Monnow Street B. Cattle Market Access C. Bus Station Access D. Co-operative (Riverside) E. Oldway Centre (Monnow Street) F. Waitrose (Entrance) G. Howells Place H. St Johns Street I. Agincourt Street J. Priory Street K. Church Street

A. Bridge Street B. Police Station (Newmarket Street) C. Co-operative D. Barclays Bank (Maryport Street) E. Three Salmons (Porthycarne

Street) F. Castle Parade G. Four Ash Street (Twyn Square) H. Priory Street (Twyn Square)

All fieldworkers working on the project received a personal briefing, detailing the requirements of the project and the importance of adhering to the specified locations and timings. Fieldwork took place between 10am and 3pm on three selected days across the course of a two-week fieldwork period – each fieldwork day was divided into hourly timeframes, with footfall being recorded twice during the course of the hour:

o 10am – 11am o 11am – 12pm o 12pm – 1pm o 1pm – 2pm o 2pm – 3pm.


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In Abergavenny, Chepstow, Monmouth and Usk, multiple-person teams worked throughout the town during each day. Each fieldworker was allocated a number of adjacent count points to cover. The schedule below outlines the approach taken to the allocation of count points: Table 2: Distribution of count points amongst interviewers

TOWN Points for

Interviewer 1

Points for Interviewer

2


3


Abergavenny A, C, D B, E, F, G H, I, L J, K, M Caldicot A, B, C, D Chepstow A, B, C D, E, G F, H, I Monmouth A, B, C, F D, E, G H, I, J, K Usk A, B, C, D E, F, G, H

Fieldworkers started at their first count point, made the count at the scheduled time, and then moved onto their next point (and so on). All allocated count points were covered in the space of thirty minutes, so that fieldworkers had returned to their starting point in time for the second count of the hour. This pattern was then repeated for each fieldworker throughout the course of the day. Fieldworkers were provided with stopwatches to record count timings, and manual handheld counters with which to record footfall – this provided a more accurate method of recording numbers than through a pen and paper five-bar gate method. The final count for each 5 minute interval within the course of the hourly period was then recorded on the count sheets. There were set predetermined times when fieldworkers recorded footfall, which rotated during the course of the day and moved onwards by increments of 10 minutes. This limited any bias in footfall numbers that may have resulted at specific times of the day (e.g. on the hour, on the half hour), such as the arrival of public transport services, the beginning and end of workday lunch hours etc. The first count took place on the hour, and then at half past the hour. The second took place at 10 past the hour, then 40 minutes past the hour and so on. Fieldwork spanned a two week period: this minimised the risk of any bias in the findings that could have been caused by unusual conditions during a single week such as adverse weather, any special events in the area. It also reduced the likelihood of encountering the same people on each fieldwork day, therefore providing a more accurate count of footfall.


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Footfall counts were conducted in each town on the following days: Table 3: Fieldwork dates for retail footfall counts TOWN Peak Day Non-peak Day WeekendAbergavenny Tues 17 Nov Mon 16 Nov Sat 14 NovCaldicot Tues 10 Nov Mon 16 Nov Sat 21 NovChepstow Fri 20 Nov Thurs 19 Nov Sat 21 NovMonmouth Thurs 19 Nov Mon 16 Nov Sat 14 NovUsk Fri 13 Nov Wed 11 Nov Sat 21 Nov

Consumer Shopping Behaviour Telephone Survey

The main aim of the Consumer Shopping Behaviour Survey was to gather trend data on where people go to shop and how much they are spending on food and non-food items. To be consistent with previous surveys, and therefore produce statistically comparable tracking data, the research was conducted using a telephone methodology. All interviews were conducted using CATI (Computer Assisted Telephone Interviewing) technology. Using this methodology ensured high quality information was obtained by minimising the possibility of interviewer error, since the questionnaire routing was automatic. All CATI interviewers received a personal briefing giving them the background to the survey, explaining the structure of the questionnaire and dealing with any points of clarification. The questionnaire was piloted (approximately 10-15 interviews) prior to the commencement of fieldwork to test the length, flow and comprehension. No changes were required to the questionnaire as a result of the pilot. To identify and interview consumers living in the catchment area, RDD (Random Digit Dialling) landline and probable mobile-only telephone numbers were purchased for residences in Monmouthshire and relevant surrounding areas. The benefit of using RDD numbers (as opposed to those generated from pre-existing lists such as telephone directories and Electoral Register entries) was that ex-directory numbers were also included in the survey sample. In practice, this meant that the sample provided was in no way pre-selected, and that consumers who had opted-out of providing their telephone contact details to directory operators had the opportunity to take part in the research, thereby removing potential bias in the sample.

Probable mobile-only household numbers were included in the survey sample to further increase the inclusivity of the survey, given the increase in the number of mobile-only households amongst certain demographic groups (especially younger people and lower income households).


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Mobile numbers of individuals living in Monmouthshire were generated from a variety of sources, where permission had been given to use such contact information for research and marketing purposes. These were cross referenced against known landline numbers for each address to establish if the household also had a landline – any that did not were deemed ‘mobile only households’. In order to be eligible to take part in the survey, respondents were screened at the beginning of the interview to ensure that they were: Resident at the address; Living within one of the target postcode sectors; Aged 18+ years; Responsible for food and grocery shopping for the household (either solely

or jointly). To be consistent with the previous research, a proportionate sampling strategy was adopted. Quotas were set according to population sizes within each of the postcode sectors included within the remit of the survey, with population data updated from the previous survey to reflect the 2011 Census outcomes: Table 4: Quotas imposed on telephone survey sample Zone Postcode

Sector Population (Census 2011)

Proportionate sample

Target interviews

1

NP7 0 3,899 3.5% 35NP7 5 4,705 4.2% 42NP7 6 5,831 5.2% 52NP7 7 3,030 2.7% 27NP7 8 3,164 2.8% 28NP7 9 5,442 4.9% 49NP8 1 5,547 5.0% 50

2

GL16 8 6,265 5.6% 56HR9 6 4,561 4.1% 41NP25 3 5,329 4.8% 48NP25 4 3,486 3.1% 31NP25 5 6,349 5.7% 57

3 NP15 1 5,410 4.8% 48NP15 2 2,456 2.2% 22

4 NP16 5 11,395 10.2% 102NP16 6 6,907 6.2% 62NP16 7 5,653 5.0% 50

5 NP26 4 7,669 6.9% 69NP26 5 5,547 5.0% 50

6 NP26 3 9,305 8.3% 83 TOTAL 111,950 100% 1,002


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Figure 1 below shows the approximate location of each of the survey zones: Figure 1: Survey postcode zones No quotas were set but the sample was of sufficient size to allow representation of data according to age, gender or social class. These key demographics help the understanding of differences in shopping behaviour amongst different groups. At the analysis stage the data was weighted to reflect the population of Monmouthshire against these key demographics. The questionnaire used for the survey was based on that used for the previous research. However, it was thoroughly updated to ensure accurate and up-to-date information was included on existing stores for food and non-food shopping, retail parks, cinemas, gyms, museums and theatres. Certain questions were also updated to include internet and ‘click and collect’ shopping methods.

Welsh speaking respondents were offered the choice of conducting the interview in either English of Welsh; amongst the 98 Welsh speakers interviewed, none chose to conduct the interview in Welsh. Interviews took around 10 minutes to administer, and fieldwork was conducted between 2nd and 27th November.


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3. Main Findings 3.1 Retail Footfall Counts

The retail footfall counts were conducted in Abergavenny, Caldicot, Chepstow, Monmouth and Usk. The overall counts, across all points, shifts and days are as follows: Abergavenny = 14,915; Caldicot = 2,362; Chepstow = 6,016; Monmouth = 7,525; Usk = 1,766. The busiest count points for each area were as follows: Abergavenny = High Street (Cross Street end) (2,501); Caldicot = Waitrose (967); Chepstow = Welsh Street (1,413); Monmouth = Monnow Street (1,624); Usk = Co-operative (506). The busiest times of the day for each area were as follows: Abergavenny = 12pm – 1pm (3,367); Caldicot = 11am – 12pm (531); Chepstow = 12pm – 1pm (1,391); Monmouth = 12pm – 1pm (1,743); Usk = 12pm – 1pm (426). Detailed analysis of the results has not been carried out as the value of the data is in its comparison with past results and in its ability to establish trends going forward.


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3.2 Food shopping behaviour 3.2.1 Usual and other shops used for main food shopping

Amongst the survey sample, 97% of respondents undertook main food shopping for their households. Across the whole of survey region (all 6 zones), the most popular store for usual main food shopping was the Tesco Superstore, Station Road, Chepstow; 12% of residents across all areas usually shopped at this store for their main food shopping. The next most popular store usually visited for main food shopping was Aldi, Monmouth Road, Abergavenny (9%), followed by the Waitrose stores in Monmouth and Abergavenny (8% for each). Figure 1 below shows details of the top ten most popular stores in the catchment area visited for main food shopping. Just 5% of the survey sample indicated that they usually did their main food shopping online. In terms of other stores that were sometimes used when shopping for food: the Waitrose store in Abergavenny attracted the highest proportion of occasional shoppers (8%), followed by the Waitrose and Lidl stores in Monmouth (7% for each) – see Figure 2 below.

Figure 2: Top 10 stores visited for main food shopping

4

4

4

1

6

7

5

8

7

6

5

3

3

3

4

6

6

7

7

8

9

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Co-operative, Oldway Centre, Monmouth

Tesco Extra, Spytty Road, Newport

Tesco Metro, Frogmore Street, Abergavenny

Tesco Express, Thornwell, Chepstow

Lidl, Bulwark Road, Chepstow

Lidl, Redbrook Road, Monmouth

Asda, Woodstock Way, Caldicot

Waitrose, Merthyr Road, Abergavenny

Waitrose, Monnow Street, Monmouth

Aldi, Monmouth Road, Abergavenny

Tesco Superstore, Station Road, Chepstow

Normally used Sometimes used

Source Q1a and Q1bBase: those respondents who do main food shopping (991)

5% normally buy their food shopping online


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As would be expected, there was considerable variation in the stores visited for food shopping according to area of residence. Table 5 below shows the top 5 stores ever used for food shopping across each of the six postcode zones included within the research: Table 5: Top 5 stores ever visited for main food shopping by zone Zone 1 (Abergavenny) (Base = 282) Weighted %

1 Aldi, Monmouth Road, Abergavenny 502 Waitrose, Merthyr Road, Abergavenny 473 Tesco Metro, Frogmore Street, Abergavenny 254 Iceland, Cibi Walk, Abergavenny 85 Morrisons, Beaufort Road, Ebbw Vale 7

Zone 2 (Monmouth) (Base = 235) Weighted %1 Waitrose, Monnow Street, Monmouth 492 Lidl, Redbrook Road, Monmouth 393 Co-operative, Oldway Centre, Monmouth 254 Marks & Spencer, Monnow Street, Monmouth 105 Morrisons, Station Street, Ross-on-Wye 10

Zone 3 (Usk) (Base = 71) Weighted %1 Waitrose, Merthyr Road, Abergavenny 222 Aldi, Monmouth Road, Abergavenny 223 Lidl, Redbrook Road, Monmouth 204 Waitrose, Monnow Street, Monmouth 185 Co-operative, Bridge Street, Usk 16

Zone 4 (Chepstow) (Base = 216) Weighted %1 Tesco Superstore, Station Road, Chepstow 552 Lidl, Bulwark Road, Chepstow 333 Tesco Express, Thornwell, Chepstow 164 Asda, Woodstock Way, Caldicot 125 Waitrose, Monnow Street, Monmouth 8

Zone 5 (Caldicot 1) (Base = 104) Weighted %1 Asda, Woodstock Way, Caldicot 602 Waitrose, Newport Road, Caldicot 273 Lidl, Bulwark Road, Chepstow 244 Tesco Extra, Spytty Road, Newport 195 Tesco Superstore, Station Road, Chepstow 18

Zone 6 (Caldicot 2) (Base = 83) Weighted %1 Waitrose, Newport Road, Caldicot 302 Tesco Extra, Spytty Road, Newport 293 Aldi, Spytty Road, Newport 244 Asda, Woodstock Way, Caldicot 205 Sainsbury’s, Albany Street, Newport 135 Lidl, Bulwark Road, Chepstow 13


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3.2.2 Frequency of main food shopping

Three quarters of the respondents interviewed did their main food shopping once a week or more often (75%), with 54% saying they went main food shopping once a week, and 21% more frequently than this. One in six (15%) went main food shopping once a fortnight, while 8% went once a month; only a very small proportion went main food shopping less often than once a month (1%) – see Figure 3 below.

Respondents living in Zone 6 (Caldicot 2) and Zone 1 (Abergavenny) were most likely to be frequent food shoppers, with 88% and 81% respectively doing their main food shopping once a week or more often. Those living in Zone 5 (Caldicot 1) were less likely to do weekly main food shopping (61%). Women were more likely to shop once a week or more often for food (79%) compared to men (70%), as were older respondents aged 55+ (84%) compared to younger respondents aged 16-34 (56%). Moreover, those in the higher social classes ABC1 were more likely to be frequent main food shoppers (82%) compared to those in the lower C2DE social classes (68%).

Figure 3: Frequency of main food shopping

13

8

54

15

8

1 2

More thanonce a week

Twice a week Once a week Once afortnight

Once a month Less often Don't know

Source Q2Base: those respondents who do main food shopping (991)


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3.2.3 Shops used for top-up food shopping

When asked whether they ever made top-up food shopping trips, 90% of the survey sample said that they did. Across the whole of the survey region, the Waitrose store in Monmouth was the most popular for top-up shopping (8%), closely followed by Asda at Caldicot and small independent stores across the region (7% for both). Waitrose and Aldi in Abergavenny were used for top-up food shopping by 6% of respondents, while 5% used the Budgens store in Chepstow. A total of 4% each used the Tesco Metro in Abergavenny, Co-operative in Magor and Lidl in Monmouth; the same proportion used various Spa stores throughout the region to conduct their top-up food shopping – see Figure 4 below for more details.

In each of the six postcode zones included in the research, the most popular stores for top-up food shopping were: Zone 1 (Abergavenny) – Waitrose, Merthyr Road, Abergavenny and Aldi,

Monmouth Road, Abergavenny (21% for each); Zone 2 (Monmouth) – Waitrose, Monnow Street, Monmouth (26%); Zone 3 (Usk) – Co-operative, Bridge Street, Usk (43%); Zone 4 (Chepstow) – Budgens, Chepstow (17%); Zone 5 (Caldicot 1) – Asda, Woodstock Way, Caldicot (44%); Zone 6 – (Caldicot 2) – Co-operative, The Cross, Magor (49%).

Figure 4: Top 10 stores visited for top-up food shopping

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4

4

4

5

6

6

7

7

8

Lidl, Redbrook Road, Monmouth

Co-operative, The Cross, Magor

Various Spa stores in area

Tesco Metro, Frogmore Street, Abergavenny

Budgens, Chepstow

Aldi, Monmouth Road, Abergavenny

Waitrose, Merthyr Road, Abergavenny

Asda, Woodstock Way, Caldicot

Independent store / local shop / village shop

Waitrose, Monnow Street, Monmouth

Source Q5Base: all respondents who do top-up shopping (874)

8% buy top-up food shopping online


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3.2.4 Shopping for non-food items and food items at the same time

Only around a third of the respondents interviewed said that they combined food and non-food shopping trips (36%). The majority of these (29%) said that they shopped for non-food items in the same store where food was purchased, while small proportions used the same retail park or shopping centre (2% for each) or a nearby shopping centre (1%) – see Figure 5 below.

Those respondents living in postcode Zone 1 (Abergavenny) were least likely to combine food and non-food shopping (28%), whereas those living in Zone 6 (Caldicot 2) were most likely to combine their shopping trips (52%). Moreover, younger respondents aged 16-34 were significantly more likely to combine their shopping trips (46%) compared to those aged 55+ (29%).

29

2 21

12

64

Same store

Same retail park

Same shopping centre

Nearby shopping centre

Ocassionally

Other

No - don't do food / non-foodshopping at same time

Figure 5: Whether do food / non-food shopping at the same time

Source Q6Base: those respondents who do main food shopping (991)


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3.3 Non-food shopping behaviour 3.3.1 Shopping for clothes, footwear and other fashion items

The vast majority of respondents (95%) shopped for clothes, footwear and other fashion items. Newport Retail Park was the most frequent usual destination for clothes shopping (20%), followed by Cwmbran and Cardiff (14% for each). Bristol Cribbs Causeway was the fourth most popular usual shopping destination for clothes, footwear and other fashion items (12%), with other destinations being used by significantly smaller proportions of respondents. Cardiff and Bristol Cribbs Causeway were most popular for occasional clothes shopping trips (17% and 14% respectively), followed by Newport Retail Park (12%). Just over one in ten respondents (11%) usually bought their clothes, footwear and other fashion items online - see Figure 6 below for more details.

Figure 6: Top 10 cities, shopping centres or retail parks visited for clothes, footwear and fashion items

3

4

1

3

3

6

14

17

9

12

2

3

3

3

5

5

12

14

14

20

Newport

Bristol

Gloucester

Monmouth

Abergavenny

Hereford

Bristol Cribbs Causeway

Cardiff

Cwmbran

Newport Retail Park, Spytty

Normally used Sometimes used

Source Q7a and Q7bBase: those respondents who buy clothes, footwear and other fashion items (959)

11% normally buy their clothes, footwear and other fashion items online


21

As was seen with food shopping, there was considerable variation in clothes shopping destinations according to area of residence. Table 6 below gives details of the five most popular towns, cities and retail parks ever used when shopping for clothes, footwear and other fashion items, according to postcode zones. Cardiff was the most popular location in three of the six zones (Zones 1 [Abergavenny], 3 [Usk] and 6 [Caldicot 2]) while Bristol Cribbs Causeway was most popular in Zones 2 (Monmouth) and 4 (Chepstow). Newport Retail Park was the most frequently used destination for clothes shopping in Zone 5 (Caldicot 1). Table 6: Top 5 cities, towns and retail parks ever visited when shopping for clothes, footwear and other fashion items by zoneZone 1 (Abergavenny) (Base = 269) Weighted %

1 Cardiff 282 Cwmbran 263 Abergavenny 224 Bristol Cribbs Causeway 95 Ebbw Vale 15 Bristol 15 Hereford 15 Raglan 1

Zone 2 (Monmouth) (Base = 223) Weighted %1 Bristol Cribbs Causeway 191 Hereford 192 Cwmbran 133 Cardiff 124 Monmouth 84 Newport Retail Park, Spytty 85 Bristol 6

Zone 3 (Usk) (Base = 69) Weighted %1 Cardiff 262 Bristol Cribbs Causeway 253 Cwmbran 184 Abergavenny 125 Bristol 8

Zone 4 (Chepstow) (Base = 212) Weighted %1 Bristol Cribbs Causeway 462 Bristol 123 Newport Retail Park, Spytty 84 Cardiff 74 Gloucester 75 Cwmbran 4


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Zone 5 (Caldicot 1) (Base = 102) Weighted %1 Newport Retail Park, Spytty 332 Bristol Cribbs Causeway 253 Cardiff 164 Bristol 65 Chepstow 45 Caldicot 4

Zone 6 (Caldicot 2) (Base = 84) Weighted %1 Cardiff 322 Bristol Cribbs Causeway 253 Newport Retail Park, Spytty 164 Bristol 95 Cwmbran 8

3.3.2 Shopping for other non-food items

Respondents were asked where they ever shopped for other non-food items such as books, electricals, household goods and DIY items. They were also asked whether they accessed banking and legal services. The vast majority (ranging from (80% to 99%) claimed to purchase these other types of non-food items and access financial services: Books, music, DVDs and toys = 88%; Chemist goods, toiletries and cosmetics = 99%; Furniture, carpets and soft furnishings = 82%; Computers, TVs, washings machines, cookers etc. = 92%; Household goods, glass, china and tableware = 80%; DIY, hardware and gardening goods = 92%; Banking, other financial and legal services = 98%.

The towns and cities used for other non-food shopping varied according to the types of goods being purchased. Table 7 overleaf provides details of the five most popular shopping locations for each type of non-food shopping. Amongst all residents interviewed (across all zones): Abergavenny was the most popular shopping destination for:

o Chemist goods, toiletries and cosmetics (19%) o DIY, hardware and gardening goods (14%) o Banking, other financial and legal services (19%).

Cardiff was the most popular shopping destination for:

o Furniture, carpets and soft furnishings (12%) o Household goods, glass, china and tableware (13%)


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Bristol Cribbs Causeway was most popular for computers, TVs, washing machines, cookers etc. (13%)

Monmouth was most popular for books, music, DVDs and toys (8%). See Table 7 below for more details.

Table 7: Top 5 cities, towns and retail parks ever visited when shopping for non food items Books, music, DVDs and toys (Base = 846) Weighted %

1 Monmouth 81 Bristol Cribbs Causeway 81 Abergavenny 82 Newport Retail Park, Spytty 73 Cwmbran 54 Chepstow 34 Cardiff 35 Caldicot 25 Newport 2

Chemist goods, toiletries and cosmetics (Base = 988) Weighted %1 Abergavenny 192 Monmouth 183 Chepstow 154 Newport Retail Park, Spytty 85 Caldicot 7

Furniture, carpets and soft furnishings (Base = 795) Weighted %1 Cardiff 121 Bristol Cribbs Causeway 122 Newport Retail Park, Spytty 93 Chepstow 74 Abergavenny 64 Cwmbran 65 Monmouth 5

Computers, TVs, washing machines etc. (Base = 895) Weighted %1 Bristol Cribbs Causeway 132 Cwmbran 123 Newport Retail Park, Spytty 94 Cardiff 75 Abergavenny 4

Household goods, glass, china etc. (Base = 756) Weighted %1 Cardiff 131 Bristol Cribbs Causeway 132 Abergavenny 103 Newport Retail Park, Spytty 94 Cwmbran 64 Chepstow 65 Monmouth 4


24

DIY, hardware and gardening goods (Base = 905) Weighted %1 Abergavenny 141 Chepstow 142 Monmouth 113 Cwmbran 94 Homebase, Thornwell, Chepstow 85 Newport Retail Park, Spytty 7

Banking, other financial and legal services (Base = 978) Weighted %1 Abergavenny 192 Monmouth 183 Chepstow 144 Caldicot 95 Usk 25 Cwmbran 25 Newport 2


25

3.4 Spend and transport used for food and non-food shopping 3.4.1 Proportion of household spend on food and clothing

When asked to estimate how much their household usually spent on food and clothing, around half of the survey sample were able to estimate this (56% for both). An average of 22% of a household’s weekly income was spent on food, although 62% of respondents claimed to spend less than this per week. Around one in five (18%) spent a relatively small 1% to 5% of their weekly household income on food. At the other end of the scale, 7% said that they spent over half of their weekly household income on food. The average proportion of weekly income spent on food was highest in Zone 6 (Caldicot 2 = 26%) and lowest in Zone 4 (Chepstow = 19%). Women tended to spend a higher proportion of their weekly household income on food (25%) compared to men (19%), and those in the lower social classes (C2DE) spent more of their income on food (24%) compared to those in the higher social classes (20%). For clothes, the average monthly household spend was 11%, although the majority of the survey sample spent less than this (78%). Just over half (51%) spent between 1% and 5% of their household’s monthly income on clothes, with another 27% spending 6% to 10%. At the other end of the scale, only 1% spent more than half of their household’s monthly income on clothes, footwear and other fashion items. Those in Zone 1 (Abergavenny) spent the highest proportion of their monthly income on clothes (14%), while those in Zone 2 (Monmouth) spent the lowest (9%). Moreover, younger respondents aged 16-34 years spent slightly higher proportions of their income on clothes (12%) compared to those aged 35 or older (10%). In contrast to food spend, those in the higher social classes ABC1 spent higher proportions of their monthly income on clothes, footwear and other fashion items (12%) compared to those in the lower social classes C2DE (9%) – see Figure 7 overleaf.


26

3.4.2 Modes of transport used for food and clothing shopping

For both food and clothes shopping, three quarters of respondents travelled to the shops by car as a driver (75% for both). Roughly one in ten travelled to the shops by car and a passenger (6% for food, 8% for clothes). Only relatively small proportions of respondents used public transport (bus or train) to travel when food shopping (3%); a slightly higher proportion used public transport to travel on clothes shopping trips (7%). While one in ten walked when shopping for food (11%), only 4% said the same when shopping for clothes (4%). This reflects the fact that respondents tend to travel further afield when shopping for clothes, footwear and other fashion items compared to food; as shown previously, the most popular destination for clothes shopping was Newport Retail Park. Figure 8 overleaf provides more details on the modes of transport used when shopping for food and clothes.

Figure 7: Proportion of household income spent on food and clothing

Source Q3 and Q8Base: those respondents who do main food shopping (515); those respondents who buy clothes (459) who were able to estimate their spend

% of household income spent

Food

% those able / willing to comment

Clothing, footwear and other fashion goods

% those able / willing to comment

1% - 5% 18 51

6% - 10% 22 27

11% - 15% 9 6

16% - 20% 13 6

21% - 30% 19 5

31% - 40% 7 <1

41% - 50% 5 2

51% or more 7 2


27

Figure 8: Usual form of transport used to buy food and clothing

Source Q4 and Q10Base: those respondents who do main food shopping (991); those respondents who buy clothes, (1,002)

Form of transport used Food Clothing, footwear and other fashion goods

Car / van (as driver) 75 75

Walk 11 4

Car / van (as passenger) 6 8

Bus / coach 2 5

Train 1 2

Other 1 3

Have food / items delivered 4 3

It varies <1 1

Don’t know <1 <1


28

3.5 Usage of towns and cities for leisure 3.5.1 Visiting the cinema

Two thirds of the respondents interviewed said that they visited the cinema (66%); cinema usage was highest in Zone 4 (Chepstow = 74%) and lowest in Zone 5 (Caldicot 1 = 57%). Younger respondents were significantly more likely to visit the cinema (79%) compared to older respondents aged 55+ (49%), and those in the higher social classes ABC1 were more likely to visit the cinema (72%) compared to those in the lower social classes C2DE (61%). Amongst all cinema-goers, the most frequently visited cinema was Cineworld, Newport Retail Park (36%). This was by far the most popular cinema visited in the overall area. Just over one in ten visited smaller, independent cinemas: Baker Street Cinema, Abergavenny and Savoy Theatre and Cinema, Monmouth (13% for both). Another 4% visited the Riverfront Cinema, Newport and Studio Cinema, Coleford. Around one in ten visited larger Vue Cinemas in Cwmbran (10%) and Bristol Cribbs Causeway (8%) – see Figure 9 below.

Figure 9: Top 5 cinemas visited

4

4

8

10

13

13

36

Studio Cinema, Coleford

Riverfront, Newport

Vue Cinema, Bristol Cribbs Causeway

Vue Cinema, Cwmbran

Savoy Theatre and Cinema, Monmouth

Baker Street Cinema, Abergavenny

Cineworld, Newport Retail Park

Source Q11bBase: all respondents who visit the cinema (629)

66% of respondents ever visit the cinema


29

Table 9 below shows the top 5 cinemas visited in each zone: Cineworld, Newport Retail Park was the most frequently visited cinema for respondents living in Zones 3, 4, 5 and 6. In Zones 1 (Abergavenny) and 2 (Monmouth), respondents tended to favour smaller, independent cinemas: in Zone 1, Baker Street Cinema, Abergavenny was visited by around half (48%) of cinema-goers, while in Zone 2 just over two in five (44%) favoured the Savoy Theatre & Cinema, Monmouth – see Table 8 below. Table 8: Top 5 cinemas ever visited by zone Zone 1 (Abergavenny) (Base = 181) Weighted %

1 Baker Street Cinema, Abergavenny 482 Vue Cinema, Cwmbran 263 Vue Cinema, Merthyr Tydfil 104 Cineworld, Newport Retail Park 65 Cinema / Market Hall, Brynmawr 2

Zone 2 (Monmouth) (Base = 158) Weighted %1 Savoy Theatre & Cinema, Monmouth 442 Cineworld, Newport Retail Park 183 Studio Cinema, Coleford 114 Cineworld, Cardiff 65 Odeon, Hereford 5

Zone 3 (Usk) (Base = 46) Weighted %1 Cineworld, Newport Retail Park 482 Vue Cinema, Cwmbran 283 Vue Cinema, Bristol Cribbs Causeway 124 Savoy Theatre & Cinema, Monmouth 65 Baker Street Cinema, Abergavenny 25 Riverfront, Newport 2

Zone 4 (Chepstow) (Base = 138) Weighted %1 Cineworld, Newport Retail Park 552 Vue Cinema, Bristol Cribbs Causeway 283 Riverfront, Newport 33 Studio Cinema, Coleford 34 Savoy Theatre & Cinema, Monmouth 24 Cineworld, Cardiff 25 Vue Cinema, Cwmbran 15 Drill Hall, Chepstow 15 Vue Cinema, Spytty Road, Newport 1

Zone 5 (Caldicot 1) (Base = 55) Weighted %1 Cineworld, Newport Retail Park 692 Riverfront, Newport 253 Vue Cinema, Spytty Road, Newport 34 Vue Cinema, Cwmbran 25 Baker Street Cinema, Abergavenny 1


30

Zone 6 (Caldicot 2) (Base = 51) Weighted %1 Cineworld, Newport Retail Park 832 Riverfront, Newport 53 Savoy Theatre & Cinema, Monmouth 33 Vue Cinema, Spytty Road, Newport 34 Vue Cinema, Bristol Cribbs Causeway 25 Cineworld, Cardiff 1

3.5.2 Visiting the gym

Just less than four in ten of the respondents interviewed said they visited a gym or sports centre (38%); there was little variation in this percentage across the different postcode zones, although a slightly higher than average proportion of those living in Zones 3 (Chepstow) and 4 (Caldicot 1) visited the gym (43%) while lower than average proportions said the same in Zones 1 (Abergavenny = 34%) and 6 (Caldicot 2 = 32%). As might be expected, higher proportions of those aged 16-54 visited the gym (46%) compared to those aged 55+ (24%). The most popular gyms (across all zones) were the leisure centres in Abergavenny and Monmouth, both visited by 20% of gym-goers. A similar proportion visited Chepstow Leisure Centre (19%) while a slightly smaller proportion of 14% visited Caldicot Leisure Centre. These were by far the four most population destinations for gym-goers – see Figure 10 below for more details.

Figure 10: Top 5 gyms / leisure centres visited

2

2

2

3

3

14

19

20

20

Celtic Manor, Newport

Curves, Chepstow

Monmouth School Leisure Centre

Marriot St Pierre Hotel & Country Club

Newport Leisure Centre

Caldicot Leisure Centre

Chepstow Leisure Centre

Monmouth Leisure Centre

Abergavenny Leisure Centre

Source Q12bBase: all respondents who visit the cinema (336)

38% of respondents ever visit the gym


31

Across the various postcode zones within the survey sample, those living in Zone 1 (Abergavenny) tended to visit the broadest range of gyms and leisure centres, although the Abergavenny Leisure Centre was by far the most popular fitness venue in this area (78%). Monmouth Leisure Centre was the most popular fitness venue in Zone 2 (Monmouth = 65%), whereas Abergavenny Leisure Centre was most popular in Zone 3 (Usk), although it was visited by only 23% of gym–goers. Chepstow Leisure Centre was the most often used fitness venue in Zone 4 (Chepstow = 59%), while Caldicot Leisure Centre was most frequently used in Zones 5 and 6 (Caldicot 1 = 78% and Caldicot 2 = 53%) – see Table 9 below for more details.

Table 9: Top 5 gyms / leisure centres ever visited by zone Zone 1 (Abergavenny) (Base = 86) Weighted %

1 Abergavenny Leisure Centre 782 Brecon Leisure Centre 63 Crickhowell Youth, Community and Sports Centre 24 Celtic Manor, Newport 14 Pontypool Leisure Centre 14 Curves, Pontypool 14 Keepersfit, Abergavenny 15 Monmouth School Leisure Centre, Monmouth <15 Chepstow Leisure Centre <15 Ebbw Vale Leisure Centre <1

Zone 2 (Monmouth) (Base = 73) Weighted %1 Monmouth Leisure Centre 652 Monmouth School Leisure Centre, Monmouth 73 Chepstow Leisure Centre 54 Caldicot Leisure Centre 45 Hereford Leisure Centre 2

Zone 3 (Usk) (Base = 22*) Weighted %1 Abergavenny Leisure Centre 232 Chepstow Leisure Centre 193 Monmouth Leisure Centre 134 Pontypool Leisure Centre 115 Celtic Manor, Newport 9

Zone 4 (Chepstow) (Base = 93) Weighted %1 Chepstow Leisure Centre 592 Marriot St Pierre Hotel & Country Club 93 Curves, Chepstow 63 Monmouth Leisure Centre 64 Caldicot Leisure Centre 35 Forest Leisure, Lydney 2


32

Zone 5 (Caldicot 1) (Base = 36*) Weighted %1 Caldicot Leisure Centre 782 Newport Leisure Centre 113 Chepstow Leisure Centre 74 Marriot St Pierre Hotel & Country Club 35 Local church 2

Zone 6 (Caldicot 2) (Base = 26*) Weighted %1 Caldicot Leisure Centre 532 Newport Leisure Centre 213 Celtic Manor, Newport 94 Monmouth Leisure Centre 85 Chepstow Leisure Centre 2

* NB very small base size


33

3.6 Usage of towns and cities for arts

While just over half of those interviewed ever visited museums and theatres (53% and 58% respectively), only around a third ever visited art galleries (31%). Visits to all types of art venue were highest amongst the following groups: Zone 1 residents – museums (60%), art galleries (40%), theatres (68%); 35 – 54 year olds - museums (59%), art galleries (39%), theatres (64%); ABC1s - museums (76%), art galleries (56%), theatres (75%). Cardiff was the most popular location for visiting all three types of art venue, visited by around a third of art patrons (museums = 37%; art galleries = 34%; theatres = 36%). London was also popular, more so for art galleries (32%) compared to museums (22%) and theatres (14%); in fact, slightly more theatre goers tended to visit Bristol (15%) rather than London (14%). Chepstow was more popular for museums (10%) compared to art galleries and theatres (1% for each), while Abergavenny was more popular for theatres (11%) compared to museums (4%) and art galleries (3%) – see Figure 11 below for more details.

Figure 11: Towns and cities visited for arts

Source Q10Base: those respondents who visit museums (570), art galleries (392) or theatres (640

Towns and cities Museums % Art galleries % Theatres %

% RESPONDENTS WHO EVER VISIT

53% 31% 58%

Cardiff 37 34 36London 22 32 14Chepstow 10 1 1Bristol 5 10 15Monmouth 5 3 6Abergavenny 4 3 11Newport 2 2 4Caerleon 1 - -Caldicot 1 <1 <1Usk 1 <1 <1Other 3 6 8It varies 10 9 5


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4. Profile of the sample Table 10 below illustrates the weighted proportions of respondents falling into key demographic groups. Weighting factors have been applied on age, gender and social class to make the sample representative of the population in Monmouthshire.

Table 10: Profile of the sample Gender Weighted %

(Base 1,005)

Male 47Female 53Age 16 – 24 525 – 34 2335 – 44 1445 – 54 2155 – 64 1365+ 23Refused 1Working Status Employed full time 40Employed part-time 13Self-employed 9Unemployed 7Full-time student 1Retired 26Long-term sickness / disability 1Looking after the home 2Other 1Refused <1Social Class AB 15C1 31C2 30DE 22Refused 2


35

5. Conclusions Abergavenny showed the highest level of footfall across the five Monmouthshire towns included in the research, with the busiest count point in this area being the High Street (Cross Street end), and the busiest time of the day being lunchtime 12pm – 1pm. Where residents shopped for food varied considerably according to where they lived, and most tended to shop for food fairly close to home. With the exception of Usk (where no large supermarkets are located), main shopping destinations for food tended to be larger supermarkets located in their town of residence. For top-up food shopping, residents would still visit local larger supermarkets, but also stores such as smaller Co-operatives and Budgens. As might be expected, smaller supermarkets and independent local stores were more likely to be used for small-scale food shopping than they would be used for main food shops.

Residents tended to travel further afield when shopping for non-food items such as clothes, books, toiletries, household goods and electricals. Newport was the most popular destination for clothes, shoes and other fashion items; Cardiff was the most popular choice for household goods and furniture, while residents tended to travel to Bristol Cribbs Causeway for electricals. More local destinations were chosen for books, toiletries, DIY and banking services; Abergavenny was favoured for chemist goods, DIY and banking while Monmouth was favoured for books, DVDs and music. An average of 22% of weekly income was spent on food, while 11% of monthly income was spent on clothes, although most residents tended to spend less than this. Destinations for leisure pursuits were again closely linked to area of residence, and where smaller independent providers were available, these tended to be visited by relatively high proportions of users. For example, Baker Street Cinema in Abergavenny and Savoy Theatre in Monmouth were each used by almost half of cinema goers from these local areas. Moreover, local leisure centres were popular amongst local gym goers, with private gyms being visited by a minority of users. Cardiff was the most popular destination for arts (museums, art galleries, theatres), although many also visited London for these.

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