Market Research Results for East Devon AONB 4th June 2018

Research Methodology

• Face to face field interviews with 400 respondents conducted in 4 key locations v Budleigh Salterton v Colyton v Honiton v Sidmouth • Interviews were conducted with respondents aged 16 and over th rd • Interviews were conducted between April 10 and May 23 2018

Research Aims and Objectives

• To gauge unprompted awareness of the term Area of Outstanding Natural Beauty (AONB)

• To measure unprompted awareness of any projects being undertaken by the East Devon AONB and to seek public opinion as to which villages are already AONB

• To understand what support and actions the public understand are involved when classifying an area as an AONB

• To assess, from a prompted list, perceived benefits and problems for those areas classified as AONB, and whether East Devon AONB is a

positive or negative thing

Classification A quota sample was set to represent the population of Devon and consistency with the previous surveys. Therefore there is a bias towards those aged over 55 and females. Sample Size = 400

Age Group Gender

16-34 19% Male 41% 55+ 52% Female 35-54 59% 29%

Awareness of AONB

Have You Heard of the Term AONB? Awareness of the term ‘AONB’ shows an improvement since 2008 with 97.5% being definitely aware of the term

2018 2013 2008

97.5% Definitely 'yes' 94% 90%

0.5% Possibly 'yes' 2% 4%

1% Unsure 0% 1%

0% Possibly 'no' 1% 1%

1% Definitely 'no' 4% 5% 0% 20% 40% 60% 80% 100% 120%

Have You Heard of the Term AONB? by age

2013 2018

16-34 35-54 55+ 16-34 35-54 55+

100% 95% 98% 98% 91% 86%

3% 1.5% 0.5% 2% 1% 0%

Possibly 'yes' Possibly 'yes' Definitely 'yes' Definitely 'yes'

Have You Heard of the following ….?

Yes Unsure No

World Heritage Coast 92% 3% 5%

Blackdown Hills AONB 84% 5% 11%

East Devon AONB 88% 6% 6%

75% 80% 85% 90% 95% 100%

Have You Heard of the following ….? % yes by year

2018 2013 2008

92% World Heritage Coast 96% 95%

84% Blackdown Hills AONB 81% 62%

88% East Devon AONB 91% 70%

Do You Recognise, or Can You Identify these Logos?

Yes Unsure No

32% 11% 57%

17% 18% 65%

18% 21% 61%

27% 16% 57%

35% 15% 50%

Identification of Logos? Breakdown of ‘yes’ responses to ‘whose is it or where have you seen it’?

Identification of Logo as: EDDC 84 EA 21 DCC 27 AONB 51 DWT 79

Where Seen Signs 27 Signs 8 Vehicles 9 Road Signs 32 Signs 13 Vehicles 16 Wetlands 3 Signs 7 East Devon Way 2 Leaflets 6 Letters 6 Leaflets 2 Online 6 East Devon ? 2 Letters 3 Website 5 Letters 2 Letters 5 Leaflets 1 Badger Trust 3 Adverts 2 Green Tourism 1 Road Signs 3 Adverts 1 Wildlife Protection 2 Bus Stops 2 Online 1 Leaflets 3 Online 1 Exeter Races 2 Planning App 2 Forest 1 Adverts 3 Shows 1 Hembury Fort 2 Brochures 1 Exeter Races 2 Birds 1 Adverts 1 Parking Signs 1 Footpaths 1 Footpaths 1 Online 1 Public Places 1 Shows 1 Wetlands 1 Shows 1 Shows 1 Bus Route 1 RSPCA 1 Footpaths 1 Badges 1 Nature 1 Badges (Taxi) 1 Badger Crossing 1 On Common 1 Wetlands 1

Are any of the following villages in East Devon AONB?

Yes Unsure No

Branscombe 85% 13% 2%

Farway 47% 44% 9%

Otterton 70% 25% 5%

Raymonds Hill 23% 52% 25%

West Hill 45% 34% 21%

Woodbury 70% 21% 9%

Uplyme 40% 41% 19%

Do you think classifying an area as an AONB

involves?

2013 Yes Unsure No 2018

Wildlife 85% 9% 6% 88% 9% 3% Conservation

Landscape 94% 3% 3% 96% 3% 1% Conservation

Support for Agriculture 58% 28% 14% 63% 23% 14%

Grants for Small 38% 33% 29% Businesses 44% 32% 24%

Support for Local 63% 23% 14% 68% 21% 11% Communities

Attracting More 89% 6% 5% 91% 6% 3% Visitors Stricter Controls on New Building 82% 12% 6% 87% 9% 4%

Benefits that might result for an area classified as an AONB?

2013 Yes Unsure No 2018

More Jobs for 52% 22% 26% 53% 23% 24% Local People

More Funding from Outside 69% 21% 10% 74% 18% 8% Area

Higher Profile 92% 4% 4% 93% 5% 2% among Tourists Protection for Landscape & 97% 2% 1% 98% 1% 1% Scenery Protection for 93% 5% 2% 92% 6% 2% Wildlife

Safeguarding for 94% 4% 2% 95% 4% 1% the Future of Area

Problems that might result for an area classified as

an AONB?

2013 Yes Unsure No 2018

Less Jobs for Local People 25% 28% 47% 24% 26% 50%

Higher House Prices 82% 8% 10% 85% 10% 5%

More Congestion on Roads 64% 14% 22% 64% 17% 19%

More Restrictions on 57% 28% 15% 64% 23% 13% Farmers

More Red Tape 62% 24% 14% 67% 20% 13% for Business

Are you aware of the following?

Yes Unsure No

South West Coast Path 94% 0.5% 5.5%

East Devon Way 78% 6% 16%

Are you aware of any other footpaths in the

South West? These are the actual responses and number of times each was mentioned.

Footpath Mentions Footpath Mentions Footpath Mentions

Tarka Trail 34 McMillan Way 2 Exmouth Estuary 1 Two Moors Way 16 Orcombe 2 Foye Way 1 River Otter 9 Plymbridge 2 Granite Way 1 Jurassic Coast Path 7 Ridgeway 2 Hartland Way 1 Camel Trail 6 South Devon Coast 2 His Majestys Way 1 Heritage Trail 5 Stoplyme Way 2 Mollyx 1 Coleridge Way 4 Undercliff 2 Monmouth Trail 1 Pilgrims Way 4 Wessex Way 2 National Trust 1 Saints Way 4 Blackbury Hill 1 Otterhead 1 Dartmoor 3 Blackdown Hills 1 Plymouth to Lynmouth 1 Monarchs Way 3 Brid Valley 1 Quantocks 1 Two Coast Walk 3 Coly River 1 Seaton Golf Course 1 Bridleways 2 Cotleigh 1 Templar Way 1 Byers Walk 2 Cotswolds Walk 1 The Landslip 1 Devon Heartland 2 Cullompton 1 Two Castles Way 1 Grand Union Canal 2 Drovers 1 Uffculme-Culmstock 1 John Hudson Way 2 Exe Valley Way 1 Wetlands 1 Exmoor 1

Are you aware of any particular wildlife

associated with East Devon? A wide variety of wildlife was mentioned – here they are arranged in order of popularity

Species Mentions Species Mentions Species Mentions Otters 162 Water Voles 5 Osprey 2 Badgers 124 Adders 5 Ravens 2 Beavers 117 Kestrels 5 Skylark 2 Deer 83 Peregrine Falcon 5 Woodpeckers 2 Birds (general) 51 Mink 3 Wild Cats 1 Foxes 50 Avocets 3 Boar 1 Wetland Birds 23 Buntings 3 Stags 1 Buzzards 22 Canada Geese 3 Moles 1 Rabbits 20 Ducks 3 Basking Sharks 1 Bats 16 Wolves 2 Minke Whales 1 Seagulls 16 Ponies 2 Lizards 1 Squirrels 15 Seals 2 Glow Worms 1 Hedgehogs 11 Dolphins 2 Cranes 1 Dartford Warbler 9 Newts 2 Hawfinch 1 Kingfisher 9 Brown Trout 2 Herring Gull 1 Butterfly 8 Caspain Gull 2 Heron 1 Nightjar 8 Cormorant 2 Lapwings 1 Kite 8 Dippers 2 Puffins 1 Dormice 7 Egret 2 Sparrowhawks 1 Barn Owls 6 Game Birds 2 Swans 1 Pheasants 6 Meadow Pippits 2 Wildfowl 1

Do you have a favourite place in

East Devon?

Where Number Where Number Where Number Where Number Sidmouth 73 Budleigh Beach 2 Beer to Branscombe 1 Knightshayes 1 All 63 Coastal Paths 2 Bicton Park 1 Luppitt 1 Budleigh Salterton 36 East Hill Strips 2 Branscombe Valley 1 Lympstone 1 Colyton 32 Escot 2 Burrow Farm Gardens 1 Musbury 1 Branscombe 25 Exe Estuary 2 Castle Hill 1 Muttersmoor 1 Beer 13 Hembury Fort Hill 2 Colaton Raleigh 1 Offwell Brook 1 Otterton 12 Holyford Woods 2 Colyford 1 Otterhead 1 Coast 11 Offwell Woods 2 Colyford Marshes 1 Otterton Coast 1 River Otter Walk 9 Otter Valley 2 Combe Raleigh Woods 1 Otterton Mill 1 Blackbury Camp 7 Salcombe Regis 2 Commons 1 River Coly 1 Seaton 6 Seaton Hole 2 Cotleigh 1 Roundball Cover 1 Honiton 5 Seaton Wetlands 2 Countryside 1 Salcombe Hill 1 East Budleigh 4 Sidford 2 Dartmoor 1 Seaton Beach 1 Topsham 4 The Byes 2 Dunscombe Farm 1 Sidbury 1 Exmouth 3 The Landslip 2 Exeter Quay 1 Sidmouth Coast 1 Weston 3 Upottery 2 Farway 1 Southleigh 1 Woodbury Common 3 Axminster 1 Gittisham Vale 1 Undercliffs 1 Blackbury Camp 2 Axmouth Harbour 1 Hartford 1 Uplyme to M5 1 Axe Valley 2 Beacon Hill Northleigh 1 Home in AONB 1 Weston Gap 1 Axmouth Estuary 2 Beer Head 1 Honiton Charity Shop 1 Weston Mouth Beach 1 Blackdown Hills 2 Beer Hill 1 Jurassic Coast 1 Whitford 1

Overall do you think that having East Devon AONB is positive or negative?

Definitely positive Possible positive Unsure Possibly negative Definitely negative 0.25% 1.75% 0%

10%

88%

How long do you think East Devon AONB

has been in existence?

Unsure Longer 55 Years 40 - 54 Years 30 - 39 Years 20 - 29 Years 10 - 19 Years 0 - 9 Years

17 48

57 209

22

38

6 3

Summary

• Awareness of the term AONB has increased significantly since 2008.

• There has been a slight reduction in awareness amongst people aged 16-34.

• There has been a slight increase in the awareness of East Devon AONB.

• There appears to be a slightly better understanding of AONBs

• Visual recognition of the various logos was highest among people aged 16-34.

• A higher proportion of people thought that having an East Devon AONB was positive.