Locality Profile 2018 10Th Anniversary Edition
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Locality Profile 2018 10th Anniversary Edition www.sstaffs.gov.uk Contents Introduction Page 3 Demographics Page 4 If South Staffordshire was 100 people Page 5 My Place My Say - Resident Panel Page 6 Introduction to Mosaic Page 7 The top six Mosaic groups Page 8 A Skilled and Prosperous District Page 10 A Safe and Sustainable District Page 20 A Connected District Page 44 Appendices Page 56 Page 2 Locality Data Profiles 2018: “Your Council supporting Introduction Your Place and Your Community” Welcome to the 2018 Locality Profile for South Locality map and wards Staffordshire Council, celebrating 10 years of locality working. In April 2016, we launched our new Council Plan 2016-2020, which clearly set our ambitions for ‘A Skilled and Prosperous District', 'A Safe and Sustainable District' and 'A Connected District’. The profile has been structured around these three themes so we can ensure we can achieve our ambitions for the residents of South Staffordshire. Purpose of the Locality Profile 1. To provide an overview of South Staffordshire through statistics. 2. To benchmark against England averages. 3. To identify challenges at a locality and ward level. 4. To support the effective targeting of resources and place-based working. 5. To use Mosaic to gain a more in-depth Our approach: understanding of South Staffordshire. 6. To incorporate the residents' survey findings underpinning to gain a more personal understanding of our all that we do district. The information in this profile will be the start Customer focused of conversations with our public and private organisation. partners, voluntary and community sector and local communities to ensure we continue to work together Value for money. to support the residents of South Staffordshire. © Crown copyright and database rights Working in partnership. 2017 Ordnance Survey 100019681 Councillor Brian Edwards MBE Leader of South Staffordshire Council Page 3 Demographics Population: South Staffordshire at a glance 111,200 85 and over under 5 Trends in dependency ratios for older people 3,200 5,000 in South Staffordshire 2.9% 4.5% 5-15s 65 -84s 17,200 26,500 15.5% 23.8% 1985 2000 6 to 1 4 to 1 16-64s 67,500 Source: 2016 Mid-year population estimates Office for 60.7% National Statistics 2015 2030 3 to 1 2 to 1 Population change between 2016 - 2026 aged 85 and over: 1,900 of the population 40%live in rural areas aged 65 - 84: 5,300 -2,700 16-64s: of the population is from a ages 5-15 : 900 5.4%minority ethnic group under 5: 200 Source: Insight, Planning and Performance, Staffordshire County Council 2017 Overall population change: 3,400 Page 4 Source: Compiled by Insight, Planning and Performance Team, Staffordshire County Council. 2017 If South Staffordshire was 100 people The total population under 16 aged 16-64 all ages *out of 100 five years old 93 are satisfied with their area as a 75 78 79 place to live aged 25 and are school adults are ready over employed 50 adults are qualified to 40 NVQ Level live in rural 3+ areas 1 24 are aged 65+ are 24 lives in one of the 8 8 children are are fearful 20% most 2 eligible for have been of being the deprived 5 free school have been the victim of victim of areas meals the victim of anti-social crime nationally crime behaviour 51 are aged 25-64 are 51 1 8 1 1 1 4 13 adult claims adults have has been has been was have children jobseekers no formal the victim of the victim admitted to experienced 22 live in low 15 are aged under 16 15 are 25 allowance qualifications violent crime of domestic hospital due crime aged 25 and are income abuse to alcohol financially under households stressed 60 58 live in urban achieve 10 are aged 16-24 aged 16-24 10 are areas A*-C grade in English and Maths GCSE Page 5 Every year, the Council commissions an independent market research company to find out what our ‘My Place, My Say’ residents think about the services that the Council provides and the local area. The last survey was sent to 2,070 households, selected at random in September 2017. Of these, 584 surveys were completed Resident Panel 2017 representing a response rate of 28.2%. Perceptions of Top things Area Services Elected Members Waste and Recycling the Council to improve 53% Protecting the natural environment 45% Fly-tipping 35% 44% 96% 68% 86% know at least some 91% Clean streets are satisfied with of residents are agree that the of who their Parish are satisfied with their area as a place satisfied with the council provides Councillor(s) are. their kerbside 34% to live. way the Council runs good quality waste and recycling Dog fouling things. services. service. 33% Maintenance of parks and open 96% Compared to the 25% spaces of residents feel are aware of their 2016 findings, safe in the day. Dissatisfaction with District Councillor(s). the proportion ‘very 28% the way the Council satisfied’ has Affordable housing runs things amongst Locality 1 residents increased South Staffordshire 81% are significantly less significantly. Please see page 82% (8%) is markedly lower also agree that the likely to know who 33 for locality of residents feel compared to the LGA Council delivers their representatives breakdown of safe at night. figure of 21% value for money. are. priorities. For the full version, please visit www.sstaffs.gov.uk/consultations Source: My Place, My Say - Resident Survey, 2017 Page 6 Introducing you to Mosaic Mosaic Public Sector is designed to help us understand the demographics, lifestyles, preferences and behaviours of the UK adult NEW population in extraordinary detail. for 2018 How does this help South Staffordshire Council? Mosaic also has a Mosaic Digital Sector which paints a unique picture of UK consumers based on their demographic characteristics, lifestyles and behaviours but has an additional emphasis on the digital make-up of South Staffordshire. Every postcode in South Each Mosaic segment is We can use this information Staffordshire falls under then broken down into to: Mosaic Digital Sector divides one out of the fifteen a further 66 sub-type • Treat our residents as South Staffordshire into just Mosaic groups. They groups. individuals. 11 groups. For this sector all contain individual • Contextualise the make-up there are no subgroupings characteristics in regards They link unique of our residents, wards and and there is an additional to demographics, characteristics to localities. emphasis on: lifestyles, preferences and smaller pockets of South behaviours. Staffordshire. • Highlight the differences between localities and • Technology ownership wards • Technology adoption • Home broadband speed • Address barriers to • Social media frequency our three Council Plan • Internet competency priorities at locality and ward level. • Help inform decisions. We can use this information to: • Find out how likely our residents will engage with us. • Identify opportunities for delivering online services. • Identify propensity to self-serve. • Reach the right residents through the most effective platform. Page 7 Mosaic is designed to help you understand the demographics, lifestyles, The top six Mosaic groups preferences and behaviours of the UK adult population in detail. It classifies all households by allocating them to one of 15 summary groups. These are NEW of South Staffordshire the top six summary groups that make up South Staffordshire. 1. Suburban stability 2. Prestige positions 3. Senior security Key Features: Key Features: Key Features: • Older families. • High value detached homes. • Elderly singles and couples. • Some adult children at home. • Married couples. • Homeowners. • Suburban mid-range homes. • Managerial and senior positions. • Comfortable homes. • Three bedroom. • Supporting students and older children. • Additional pensions above state. • Have lived at same address for some years. • High assets and investments. • Don’t like new technology. • Research on internet. • Online shopping and banking. • Low mileage drivers. Age: 56-60 Age: 61-65 Age: 76-80 Household Income: £40k-£49k Household Income: £100k-£149k Household Income: <£15k Tenure: Owned Tenure: Owned Tenure: Owned Property Type: Semi-detached Property Type: Detached Property Type: Bungalow 4. Country living 5. Aspiring homemakers 6. Domestic success Key Features: Key Features: Key Features: • Rural locations. • Younger households. • Families with children. • Well-off homeowners. • Full-time employment. • Upmarket suburban homes. • Attractive detached homes. • Private suburbs. • Owned with a mortgage. • Higher self-employment. • Affordable housing costs. • 3 or 4 bedrooms. • High car ownership. • Starter salaries. • High Internet use. • High use of Internet. • Buy and sell on eBay. • Own new technology. Age: 66-70 Age: 31-35 Age: 41-45 Household Income: £100k-£149k Household Income: £40k-£49k Household Income: £70k - £99k Tenure: Owned Tenure: Owned Tenure: Owned Property Type: Named building Property Type: Semi-detached Property Type: Detached Source: Experian, 2018 Page 8 Mosaic group by Ward The most prevelant Mosaic group in each ward is highlighted in green. Please refer to the top six Mosaic groups on page 8 for more information. Ward/Locality Suburban stability Prestige positions Senior security Country living Aspiring homemakers Domestic success Locality 1 Penkridge West Ward 8.60% 15.30% 6.60% 20.40% 10.60% 3.80% Huntington and Hatherton Ward 7.30% 4.60% 8.50% 7.70% 21.70% 7.10% Penkridge North East and Acton Trussell Ward 10.10% 14.20% 11.10% 38.80% 2.20% 4.30% Penkridge South East Ward 19.50% 11.90% 19.50% 5.30% 6.80% 24.30% Locality 2 Wheaton Aston,