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Competitive Wisconsin / WAA Research Project . Paula Bonner President and CEO Wisconsin Alumni Association Mark Menzel Director of Marketing and Research Wisconsin Alumni Association September 13, 2006. Survey Penetration. Sent to 43,670 alumni via e-mail
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Competitive Wisconsin / WAA Research Project Paula Bonner President and CEO Wisconsin Alumni Association Mark Menzel Director of Marketing and Research Wisconsin Alumni Association September 13, 2006
Survey Penetration • Sent to 43,670 alumni via e-mail • 26,778 from across the state of WI • 16,892 from WAA “geocities” across the country: Chicago, Twin Cities, New York, Los Angeles, Washington D.C., Denver and Boston • 4,551 respondents (10.4% response rate) • 95% confidence level
Where WI respondents work • Very little variability between where WI residents live and where they work • 95.9% of respondents work in the same area in which they live • Less than 1.5% of WI residents surveyed commute across the border to IL or MN
Out-of-state responses * “Other” includes: For lower taxes, Didn’t like it in WI, Wanted a more attractive lifestyle, Didn’t like the weather, and Other.
Out-of-state responses Would you consider moving back to Wisconsin? Open-ended response trends: * Of those that said yes, roughly 15% said the only reason they don’t move back to WI is due to lack of career/job opportunities.
Composite responses Participants were asked how influential the following factors were in their decision to live in a community: • Vitality: I value a vibrant community where people are “out and about” using public parks, trails and recreation areas, and living in a healthy community. • Cost of Lifestyle: I want a community where I can afford to live, work and play. • Social Capital: I value living in a diverse community where people are engaged and involved in community life. • Around Town: I want access to places for: eating out, entertainment, bars, coffee shops and stores. • Employment Opportunity: I want a broad choice of places to work and an environment that is friendly to entrepreneurs. • Learning: I want to plug into strong schools, smart community and lifelong learning opportunities (e.g., yoga or cooking classes; book clubs; classes, etc.).
In-state vs. out-of-state • Out-of-state respondents agreed less strongly with the following statements: • It’s a great place to be a single, young professional • It’s a great place for a career
Composite responses Would you recommend WI to a peer who was considering relocating? Open-ended response trends:
In-state vs. out-of-state Age did have an effect on in-state vs. out-of-state residency • A higher percentage of 22-25 year-olds and 25-29 year-olds were from out-of-state • WI had a higher percentage of 35-39 year-olds and 40-45 year-olds.
In-state vs. out-of-state Location showed very little effect on industry • Only two industries showed significant effect: • 6.73% more WI residents were in health care • 5.46% more WI residents were in education • Other variations among industries across residency showed little significance
In-state vs. out-of-state Income was affected by state residency: • In general, people out-of-state earn more in all salary ranges except $75-$100K • 3% more for $100-$150K • 2% more for $150-200K • 5% more for $200K+ • Numbers not heavily significant
Summary • Wisconsin’s biggest asset is quality of life • People who choose to live in WI, work in WI • WI is doing well, retaining 80.7% of in-state respondents who grew up here • Nearly 75% of respondents from WI come back within six years • Nearly half of all WI residents participating indicate a plan to be in WI 10+ years…with over 40% saying they’ll be in WI for life!
Summary • Job/Career-related opportunities was the leading reason out-of-state respondents said they left WI • Still, 58.9% of out-of-state respondents said they would consider moving back to WI • However, job/career-related opportunities was still a major concern • Ultimately, respondents indicate that any community, regardless of where, must “have it all” for it to be a consideration of where to live