PUBLIC OPINION SURVEY

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!

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

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.