Norfolk Rural Development Strategy Dataset 2013

Norfolk Rural Development Strategy Data on Rural Norfolk 2013

This data set is designed to support the Norfolk Rural Development Strategy 2013-2020 by providing more detailed information at county and district level to help support decision making and bids for funding to support the development of the County’s rural areas. The data is fully referenced and in many cases readers can find even more detailed information by using the references provided to access the original source documents. The production of the dataset, as with the main strategy, was supported by Norfolk County Council with feedback and advice from the Rural Development Strategy Steering group. Contents The Norfolk Rural Population ...... 4

Table 1. Rural Population by district ...... 4 Map A) State of the Countryside Report, CRC, 2010 - urban/rural classifications ...... 5 Map B) Rural and Urban Areas of Norfolk ...... 6 Table 2. Population Density 2011 ...... 7 Map C) Norfolk population density at LSOA level, mid-2010 ...... 7 Table 3. Demographic profile by age 2011 and 2026 ...... 8 Table 4. Population Changes to 2026 ...... 9 The Rural Economy ...... 11

Table 5. Employment by Sector and District 2011 ...... 12 Table 6. Estimated Structure of the agri-food supply chain workforce in Norfolk ...... 13 Table 7. Estimated Food Chain GVA ...... 14 Table 8. District Level GVA for Norfolk tourism selected years 2001-‘10 ...... 15 Table 9. 2010 key economic impacts of the tourism sector were (EET 2010) ...... 16 Table 10. Major Tourism Attractions in Norfolk ranked by visitor numbers ...... 17 Table 11. Employment type by District 2011 ...... 20 Table 12. New Enterprises created by District ...... 21 Table 13. Number of Local Business Units by employee number ...... 22 Table 14. Insolvency rates at district level ...... 23 Skills and Education ...... 25

Table 15. School Performance by District 2010-11 ...... 25 Table 16. Workforce Qualification Levels by District of Domicile 2011 ...... 26 Table 17. Skills Ranking of Norfolk against all Districts in England and Wales 2011 ... 27

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Norfolk Rural Development Strategy Dataset 2013

Deprivation...... 29

Table 18. Gross annual earnings required to meet Minimum Income Standard ...... 29 Map D) Deprived areas in the Barriers to Housing and Services Domain ...... 30 Table 19. Number of Households in Deprivation by Number of Dimensions ...... 30 Table 20. Claimant count split by rural and urban in each district ...... 31 Table 21. Approximated Social Grade by District 2011 ...... 32 Housing ...... 33

Table 22. Average House price Q3 2012 ...... 33 Table 23. Comparison of urban and rural house prices at district level ...... 34 Table 24. House Price Affordability and New Affordable Homes ...... 34 Table 25. Second Home Ownership ...... 35 Health ...... 37

Table 26. General Health Assessment 2011 ...... 37 Table 27. Health Summary for Norfolk ...... 38 Transport and Communications ...... 42

Map E) Percentage of workers who live and work in their home Travel to Work area .. 42 Table 28. Travel to Work Mode of Transport 2011 ...... 42 Table 29. Access to Private Vehicles 2011 ...... 43 Map F) Highest Bandwidth Available January 2012 (Mbps) ...... 45 Table 30. Online completion rates for the Census 2011 ...... 45 Map G) Coverage of 2G and 3G mobile phone networks 2012 ...... 47 Table 31. Distance to services ...... 49 Environment and Quality of Life ...... 50

Map H) Map of Landscape Designations ...... 50 Map I) ELS/OELS take up rates across England 2008...... 51 Table 32. RDPE Environmental Funding (Norfolk) annual data 2012/13 ...... 51 Map J) Bird density per square kilometer ...... 52 Map K) East of England National Character Area map ...... 53 Map L) Tranquility map of Norfolk ...... 54 EU Funding in Rural Norfolk for Socio-Economic Projects...... 55

Table 33. RDPE and European Fisheries Fund Socio-economic funding (2007-13) .... 55

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Norfolk Rural Development Strategy Dataset 2013

Approach The following principles have been used to collate this data: • The data is designed to help present a clear picture of rural Norfolk to assist with decision making and/or applications for funding • The data is primarily collated at district level as this shows clear distinctions when compared to urban areas in Norfolk and elsewhere, thus helping to clarify how rural areas are different in their needs • Only data which is from recognised sources which can be quoted has been used and in every case the most recent data available is used • A short commentary accompanies each set of data to help the reader interpret the data and the key issues it raises for policy or delivery bodies • More detailed data is available at a lower level in most cases (some down to ‘ward’ level) but the constraints of the sheer quantity of data this would generate, plus the fact that most decisions are taken at district level or above, means this was not considered appropriate for this dataset • More local level data can be accessed via the Census website at www.ons.gov.uk/census • Very detailed local levels statistics are also available at the Neighbourhood statistics website which allows searches and comparisons to be made at ten different local spatial levels from parish to Local Authority and on several hundred different topics www.neighbourhood.statistics.gov.uk • Norfolk Insight has a wealth of data specifically on Norfolk and includes the Joint Strategic Needs Assessments (JSNAs) which are produced at district level. These are available at www.norfolkinsight.org.uk

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Norfolk Rural Development Strategy Dataset 2013

The Norfolk Rural Population Norfolk is by nature a rural county which, except for Norwich, has no town or city larger than 50,000 people. The county is large (550,000hectares) and with 41% of its population in 4 urban areas: Norwich, Great Yarmouth, King’s Lynn and Thetford, the remaining 95% of the County1 land area is rural, being the sixth least densely populated county in England2.

Table 1. Rural Population by district District Population mid Estimated % Projected population 20265 20103 rural4 Number growth 2010-26 Breckland 130,900 66% 142,300 +9% Broadland 123,700 49% 141,900 +15% Gt Yarmouth 97,200 28% 102,400 +5% King’s Lynn & WN 143,600 67% 156,700 +9% North Norfolk 101,700 88% 111,400 +9% South Norfolk 121,800 78% 144,700 +19% Norwich 143,500 0% 160,300 +13% Norfolk total 862,300 53% 950,900 +10.6%

Key issues: • All Norfolk districts have 49% or more of their population defined as rural except Gt Yarmouth (28%) and Norwich (0%), and at the extreme, 88% of the North Norfolk population is defined as rural • The rural population is growing, with migration and increases in the elderly population (see later section on demographics) particularly marked • Population growth is projected to be the largest in two significantly rural districts:

o Broadland and South Norfolk o whilst the other predominantly rural districts have below average (for Norfolk) but still significant (+9%) growth projected in their population by 2026

1 Norfolk County Council (2012), Norfolk Place and People V2 2 Norfolk County Council (2010), Norfolk Local Economic Assessment (2010) 3 ONS (2011) 4 ONS mid 2010 population estimates 5 Norfolk County Council (2012), Norfolk’s Story, V3.0 June 2012. NB other estimates by ONS predict a faster rise in Norfolk’s population to just over 1million by 2026 norfolk rural development strategy dataset - final 23rd september 2013 - 4 -

Norfolk Rural Development Strategy Dataset 2013

Map A) State of the Countryside Report, CRC, 2010 - urban/rural classifications On a national scale the rural nature of Norfolk is clearly illustrated with most of Norfolk falling in either the: • Rural 80 - the additional 30 districts in the ‘rural 80’ in addition to the rural 50 districts • Rural 50 - the 50 most rural districts in England • and the remainder being predominantly classified as significant rural. Compared to other areas what is apparent is the lack of large urban areas, with no settlement using this classification listed as either large or major urban, and only one settlement, Norwich, classified as urban.

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Norfolk Rural Development Strategy Dataset 2013

Map B) Rural and Urban Areas of Norfolk6

Whilst national definitions mean very little of the East of England is officially defined as ‘sparse’, Norfolk has a number of such communities in North and West Norfolk and in a belt from North to South in mid Norfolk (pale yellow on the map). Using national definitions only 8 Norfolk communities are defined as urban (i.e. 10,000 people or more in a town): Dereham, Downham Market, Great Yarmouth, King’s Lynn, North Walsham, Norwich, Thetford and Wymondham. However, many of the inhabitants of at least half of these towns would, if questioned, see themselves as living in a rural market town rather than an urban area.

Population Density Norfolk’s rural nature is also shown clearly by the average population density of many of its districts as below, with every district with the exception of the predominantly urban Great Yarmouth and Norwich having a population density well below the England average. The rural nature of Norfolk is shown by: • the population density of Norfolk at 1.6 per hectare is less than 40% of the average in England, making it amongst the most rural counties in England

6 Rural and Urban Area Classification 2004, Birkbeck College (for Defra et al) norfolk rural development strategy dataset - final 23rd september 2013 - 6 -

Norfolk Rural Development Strategy Dataset 2013

• All predominantly rural districts, except for Broadland, have a density below the Norfolk average

Table 2. Population Density 20117 District All usual residents Area Hectares Density (persons 2011 per hectare)

Breckland 130,491 130,512 1.0 Broadland 124,646 55,240 2.3 Great Yarmouth 97,277 17,419 5.6 King`s Lynn and West Norfolk 147,451 142,879 1.0 North Norfolk 101,499 96,333 1.1 South Norfolk 124,012 90,771 1.4 Norwich 132,512 3,903 34.0 Norfolk 857,888 537,056 1.6 England 53,012,456 13,027,843 4.1 Norfolk as % of England 1.6% 4.1% - NB Census population total is slightly smaller (<1% smaller than the NCC 2010 estimate)

Map C) Norfolk population density at LSOA level, mid-20108

7 Census (2011) 8 ONS 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 7 -

Norfolk Rural Development Strategy Dataset 2013

Demographics

Table 3. Demographic profile by age 20119 and 202610 District Broad demographic structure by district (%) 0-24 25-64 65+ 2011 2026 2011 2026 2011 2026 Breckland 27.7 21.7 50.7 48.5 21.6 29.8 Broadland 25.7 21.6 52.0 49.1 22.3 29.3 Gt Yarmouth 29.0 24.4 50.0 44.4 20.9 31.2 King’s Lynn & WN 26.7 23.4 50.3 46.0 23.0 30.6 North Norfolk 23.0 20.3 48.3 42.9 28.8 36.9 South Norfolk 26.9 23.1 51.7 49.0 21.4 27.9 Norwich 33.7 35.5 51.7 49.3 14.6 15.2

At a district level the key issues are: • The population structure of Norwich is distinctly different to anywhere else in Norfolk - with Norwich having:

o a much larger proportion of its demographic under the age of 25 - partly explained by Norwich being the only location in Norfolk with a substantial resident student population, but even if this effect is removed Norwich still has a much higher % of the population in the 0-24 age group;

o a much smaller retired population than any other district in Norfolk; o it is also projected to change only slightly though to 2026. • In contrast, all other districts in Norfolk have a much older population demographic with a smaller % of young people and much higher % of retired people compared to Norwich, with:

o the most rural district in Norfolk (North Norfolk), currently having the smallest % of its population in both the 0-24 age group and 25-64 age groups, but a much higher % in the 65+ age group than any other district • In contrast to Norwich, all other districts in Norfolk (including urban Gt Yarmouth) are projected to see major changes in their population structure by 2026, with every district:

o seeing its under 25 population fall (as a % of the total) o seeing its working age population fall o but the retired population rising quickly

9 Census (2011) 10 NCC 2006-based dwelling-led population projection norfolk rural development strategy dataset - final 23rd september 2013 - 8 -

Norfolk Rural Development Strategy Dataset 2013

Projected Changes to Demographics at District Level to 2026

Table 4. Population Changes to 2026 District Projected change by age group over the period 2010-26 0-24 25-64 65+ % % % Number

Breckland -10% +2% +50% +14,200 Broadland -1% +7% +51% +13,900 Gt Yarmouth -6% -7% +49% +10,200 King’s Lynn & WN 0% -5% +44% +14,800 North Norfolk -4% -4% +41% +12,100 South Norfolk +4% +12% +54% +14,100 Norwich +22% +7% +16% +3,100 Norfolk +1% +3% +44% +82,300 NCC (2012)

Children and young people: • Whilst at the county level the 0-24 age group is projected to hardly change (+1%) as a % of the total population by 2026, what this masks is a projected fall in all rural districts (except South Norfolk) because of a big projected rise in young people in Norwich • This fall in young people will be significant for rural employers looking to take on trainees and to grow their business, particularly as the same areas will see their working age % also fall Working age population: • Several rural districts have a projected fall in the working age population to 2026, notably King’s Lynn and West Norfolk and North Norfolk, which will make delivering economic growth harder as the workforce will not grow to keep pace with total population. This will necessitate a focus on GVA per employee growth, or encouraging more retired people to stay in the workforce to help these areas grow their economy to match population growth Retired population: • Whilst 53% of the Norfolk population are currently classified as rural, 60% of Norfolk’s retired population already live in rural areas and this weighting of the retired population towards rural areas is expected to increase significantly, because the absolute and % increase will be smallest in Norwich and the highest in the most rural districts • The retired population in rural Norfolk is growing, and looking forward the expected growth in pensioners is projected to be particularly significant in rural areas, with every rural district seeing growth of between 12-15,000 retired people by 2026 (from 2010)

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Norfolk Rural Development Strategy Dataset 2013

• North Norfolk is expected to have 37% of its population of retirement age in 2026 and the lowest % in the 0-24 age group • It is estimated that 25% of people over 65 in Norfolk have some form of social care requirement, with 2.4% having a very high level of social care need11 • The growth in the retired population will also be the most marked in the over 85 age group, which is projected to increase by 77% by 2026 (from 2010, compared to England growth of 70%). As this group has the highest level of social care need, and the growth will be concentrated in rural areas, the demand for social care in rural areas will grow very strongly.

Conclusion on Norfolk Rural Population Structure and Future Projections The population of rural Norfolk has a lower density than most other areas in England and is significantly older on average than in urban areas. All of Norfolk’s districts with the exception of Norwich and Gt Yarmouth are predominantly rural creating challenges for service and skills provision, economic growth and infrastructure. Projected changes in the population over the next few years (to 2026) suggest that the challenges of an ageing demographic will increase substantially with a falling % of young people, a static working age population, and a retired population which is projected to grow by 40% or more in every rural district in Norfolk. Major changes in the demographics of Norfolk’s rural areas will create challenges for: • Economic growth, because the working age population will not grow to keep pace with the total population • Increased costs of social and health care provision (due to a growing retired population), although this may also create new economic opportunities as the demand for services for the elderly increase - social care, but also leisure and recreation services and domestic help (building, gardening etc.)

11 Norfolk Insight (OCSI), 2008 projections norfolk rural development strategy dataset - final 23rd september 2013 - 10 -

Norfolk Rural Development Strategy Dataset 2013

The Rural Economy Introduction The Norfolk rural economy is now very diverse, and whilst some sectors have a distinctly rural nature (e.g. agriculture and much of the tourism offer), rural areas contain many of the same types of businesses as are found in urban areas with the two largest sectors being public sector employment and the wholesale, distribution and retail sector. The rural economy also has strengths in sectors which were traditionally seen as urban, with notably manufacturing having a strong rural presence, with concentrations on redundant airfields and along the A11 corridor amongst other areas Norfolk businesses are concentrated in its rural areas - with 65% of total VAT registered businesses in the county being based in rural areas against 29% nationally12. However, these businesses only employ 44% of the workforce (ONS 2007), as rural businesses are on average smaller than those in urban areas. With over half of the population (53%) classified as living in rural areas, this means that many of those who live in rural areas commute to urban areas for work. This out commuting can lead to pressure on infrastructure (e.g. roads leading to urban areas such as Norwich and King’s Lynn), and create socio-economic impacts in rural communities, e.g. a lack of working age people living and working in rural areas putting pressure on rural service viability. The rural and urban economy in Norfolk (see following table) is increasingly similar in structure, with in every district: • the public sector employing between 26-30% of the workforce • broad industry (construction, wholesale, retail, transport, storage, accommodation and food service) employing between 33-40% of the workforce • utilities employing 1-2% of the workforce • arts, entertainment and recreation employing between 4-6% of the workforce Areas in which there are significant differences between Norfolk’s rural and major urban areas (Norwich) are in relation to: • primary industries where these industries employ 3-4% of the workforce in most rural areas but this sector is absent in Norwich. The rural exception is Breckland due to much lower density land use - mainly based on significant areas of forestry and heathland which employ few staff directly in the primary industries • food manufacturing is concentrated in King’s Lynn and West Norfolk, Breckland and Great Yarmouth • manufacturing is concentrated in rural districts, with Breckland having the highest % of the workforce in this sector and the urban district of Norwich the least • business and professional services are concentrated in Norwich and the two adjoining districts of Broadland and South Norfolk with much lower prevalence in the more rural districts

12 ONS neighbourhood statistics 2007 norfolk rural development strategy dataset - final 23rd september 2013 - 11 -

Norfolk Rural Development Strategy Dataset 2013

Sectors of Employment

Table 5. Employment by Sector and District 201113 King`s Breck- Broad- Great Lynn & North South land land Yarmth W Norf Norfolk Norwich Norfolk Primary, of which: 4% 1% 3% 3% 4% 3% Agriculture, forestry &fishing 4% 1% 1% 3% 4% 3% Mining and quarrying 2% Manufacturing, of which: 14% 8% 10% 13% 8% 6% 10% Food, beverages, tobacco 4% 1% 3% 4% 2% 1% 2% Wood, paper and products 1% 1% Chemicals, rubber & plastic 2% 1% 1% 1% 1% 1% 1% Low tech 2% 1% 2% 1% 1% 1% 2% High tech 2% 2% 2% 2% 2% 1% 2% Manufacturing: Other 4% 3% 2% 3% 2% 2% 2% Utilities, of which: 1% 1% 2% 1% 1% 1% 1% Electricity, gas, air con 1% Water, sewerage, waste 1% 1% 1% 1% 1% 1% 1% Other industry, of which: 35% 37% 40% 36% 39% 34% 33% Construction 8% 10% 8% 9% 9% 6% 9% Wholesale, retail, motor vehs 17% 18% 18% 17% 18% 17% 16% Transport and storage 5% 4% 5% 4% 4% 4% 4% Accommodn. & food service 5% 5% 9% 6% 8% 7% 4% Business services & prof, of which: 14% 19% 14% 12% 15% 21% 20% Information & comms 2% 3% 1% 1% 2% 3% 2% Financial and insurance 3% 6% 2% 2% 2% 6% 5% Real estate activities 1% 1% 1% 1% 1% 1% 2% Professional, scientific, techn 4% 5% 5% 4% 5% 6% 7% Admin & support services 4% 4% 5% 4% 5% 5% 4% Public sector, of which: 26% 28% 27% 28% 26% 30% 29% Public admin and defence 7% 6% 4% 7% 4% 5% 5% Education 8% 9% 8% 8% 9% 11% 11% Human health & social work 11% 13% 15% 13% 13% 14% 13% Arts, entertainment & recreat 4% 5% 5% 4% 6% 5% 4%

13 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 12 -

Norfolk Rural Development Strategy Dataset 2013

Trends in Key Sectors of the Norfolk Rural Economy Rural Norfolk is well placed to benefit from some positive economic trends. In particular market projections suggest that the green economy will grow strongly, demand for food and drink will increase globally and the knowledge economy will grow. Agri-food Globally the demand for food will grow by 50% by 2030, and with 7% of English agriculture (5.5% of UK agriculture) in Norfolk14, this bodes well for investment in the food chain as the World seeks to increase production. Norfolk is home to the EU’s largest concentration of agri-food research at Norwich Research Park and can act as a testbed for new agri-food technology (FFREB 2012) which can be exported into the global market (only 1% of global agriculture is currently in the UK). Despite recent increases in food prices, the cost of inputs has been rising quickly, and therefore profitability, access to resources (especially water) and skilled labour are major concerns for the longer term. Norfolk has the largest agriculture sector of any county in England, with a GVA of over £0.75bn15 (5.3% of the UK total). It has a very productive agricultural sector with an estimated GVA per employee nearly double the national average. Norfolk also has a large food processing sector, with 3.25% of the UK turnover, 2.5% of sector employment, but only 2.25% of the GVA, suggesting that whilst its food processing sector is large it concentrates on relatively low value added products. These figures also suggest Norfolk ‘exports’ much of its basic agricultural production to other areas of the UK for processing, with these other areas capturing much of the added value, and that its own food processing sector is focused on low value added products rather than higher value added highly processed foods.

Table 6. Estimated Structure of the agri-food supply chain workforce in Norfolk Sector New Anglia GVA per Norfolk Employees 2&17 employee £16 Agricultural suppliers 50,500 3,000 Agriculture 30,600 12,300 Food processors & wholesalers 52,400 9,600 Catering 15,900 15,000 Food retail 19,900 12,000 Food related haulage 40,500 1,600 New Anglia Whole Economy 27,200 -

14 FFREB (2012), Food and Farming Sector in the New Anglia Area V3 15 DEFRA (2012), Agriculture in the UK 2011 and June Census statistics, compiled by Centre for Contemporary Agriculture for New Anglia FFREB sub group 16 FFREB (2013), The Food and Farming Sector in the New Anglia Area V3 17 Improve Ltd (2010), The Food and Drink Manufacturing Industry in the East of England - LMI profile 2009/10 norfolk rural development strategy dataset - final 23rd september 2013 - 13 -

Norfolk Rural Development Strategy Dataset 2013

What is clear from this table is that employment in the food chain in Norfolk is concentrated in: agriculture; food processing and wholesaling; catering and food retail. However, whilst the GVA per job in agriculture, food processing and wholesaling is above the average for the economy, the figure for catering is considerably lower. The food and drink sector has been successful in recent years, despite the recession, and whereas the UK economy only grew by 4% (in GVA terms) between 2007-10, food processing grew by 13% and agriculture by 25% over the same time period (DEFRA 2012 and ONS 2013). New product development in the food sector was the highest ever in 2012 with 8,500 UK product launches18.

Table 7. Estimated Food Chain GVA Sector GVA per Norfolk Employees GVA £m employee £19 2&20 Agricultural suppliers 50,500 3,000 152 Agriculture 30,600 12,300 376 Food processors & wholesalers 52,400 9,600 503 Catering 15,900 15,000 239 Food retail 19,900 12,000 239 Food related haulage 40,500 1,600 65 Total Economic Value (GVA) £1,574m

The food chain in Norfolk is a large and growing sector where GVA has risen strongly since 2007. The sector is also more focused on farming and food production than local consumption and thus for Norfolk, too much focus on a very local food definition could be detrimental given that Norfolk only has approximately 1.5% of the UK population21, but 5.0- 5.3% of agriculture (depending on measure used: GVA or output) and 2.25-3.25% of food processing. Norfolk’s agri-food sector thus relies heavily on selling food to the rest of the UK and other counties and this focus needs to be built on.

18 Food and Drink Federation (FDF) (2012), Food and Drink is a strong performer, April 2012 19 FFREB (2013), The Food and Farming Sector in the New Anglia Area V3 20 Improve Ltd (2010), The Food and Drink Manufacturing Industry in the East of England - LMI profile 2009/10 21 Census (2011), ONS norfolk rural development strategy dataset - final 23rd september 2013 - 14 -

Norfolk Rural Development Strategy Dataset 2013

Tourism The value of the county’s tourism sector is based on both its direct employment as well as the indirect impacts on the economy through tourism spend. If all the indirect benefits are included it was estimated to be worth £2.8bn in 2011 in turnover to the Norfolk economy22. Other statistics from ONS (2013) suggest the tourism sector in Norfolk generates a GVA of £582m.23 The ONS statistics break this total down as follows:

Table 8. District Level GVA for Norfolk tourism selected years 2001-‘10 District GVA £m 2001 2007 2009 2010

Breckland 68.7 84.0 45.5 47.7 Broadland 59.5 114.6 68.5 54.7 Gt Yarmouth 90.3 156.0 134.1 125.5 King’s Lynn & WN 59.4 113.1 73.7 67.0 North Norfolk 78.3 104.4 70.4 74.4 South Norfolk 57.2 71.1 54.3 52.9 Norwich 149.0 234.0 138.9 160.0 Norfolk 562.4 877.2 585.4 582.1 ONS 2013

This data shows that: • over the period 2001-’10 tourism GVA in Norfolk rose strongly until 2007 before falling back during the recession to stand only 4% higher in 2010 than in 2001; • there was a large variation between districts in both how much increase in tourism GVA they saw in the ‘boom’ period from 2001-’07 and also how much GVA fell from the peak, with for example:

o Broadland and Kings Lynn and West Norfolk both saw a big increase (90% or more) in tourism GVA between 2001-’07 followed by a fall back to levels close to the 2001 figure by 2010

o North Norfolk saw a 33% between 2001-’07 which then fell back rapidly in the recession but began to recover before other districts

o in contrast Breckland and South Norfolk saw a much more modest growth in tourism GVA between 2001-’07, and in both cases whilst the % reduction during the recession has been more modest as well, tourism GVA in 2010 was below the level recorded in 2001

22 EET (2012), Economic Impact of Tourism Norfolk 2011 23 ONS (2013), GVA of Tourism Related Industries by rural - urban LA classification, region and local authority norfolk rural development strategy dataset - final 23rd september 2013 - 15 -

Norfolk Rural Development Strategy Dataset 2013

• the majority of Norfolk tourism is market town, rural and coastal in nature with Norwich representing approximately 25% (+/- 3%) The challenge for tourism is to reverse the decline in GVA due to the 2008-10 recession. With only one city and no other major urban areas the majority of Norfolk’s tourism depends on its natural environment, rural and coastal areas. With an extensive coastline, numerous historic properties, diversity of nature, AONBs and the only wetland National Park in the UK, the key attraction of Norfolk is as a rural escape. Anecdotal evidence suggests the county’s relative accessibility for major populations in London and the Midlands has also been important during the downturn as it makes the area easy and relatively cheap to access, and since 2010 tourism has benefited from the growth of the ‘staycation’. In Norfolk estimates by EET (2010) suggested that 38% of direct tourism spending was on catering services and recent data shows that distinctive local food and drink is of growing importance to tourists. These factors can help to reinforce the sense of destination which combines natural and cultural features with major tourist attractions. The promotion of rural culture is both economically and socially important to the county.

Table 9. 2010 key economic impacts of the tourism sector were (EET 2010)24 Type of spending Spending £m 2010 Total direct spend UK Overseas Day £m % tourists tourists trippers Accommodation 190 22 0 212 12% Shopping 87 23 371 481 27% Food and Drink 161 17 453 632 35% Attractions/entertainment 74 10 129 213 12% Travel 113 8 146 267 15% Total 625 80 1,100 1,805 % of total direct spend 35% 4% 61%

The sector is estimated to employ the equivalent of 36,500 people (full & part time FTE). What this data shows is that: • Norfolk’s tourism sector is dependent primarily on day trippers, with UK tourists also very significant, but has a relatively small overseas tourist market - but given the proximity of the near continent this is a potential opportunity • The focus on day trippers means that the market is mainly a regional one, with transport connections to London and the Midlands particularly significant to the sector - resolving bottlenecks in the transport infrastructure serving key rural tourisms destinations such as the A11 at Elveden (now being resolved) for the Brecks and Norfolk more generally, Hardwick in Kings Lynn (A10, A47, A17, A149) for North Norfolk and the Acle straight on the A47 for the Broads and Great Yarmouth are important to growing the rural tourism economy

24 EET (2010), Economic Impact of Tourism Norfolk 2009 norfolk rural development strategy dataset - final 23rd september 2013 - 16 -

Norfolk Rural Development Strategy Dataset 2013

• Spending by tourists is focused on catering and shopping, which together account for 62% of the total spending, and which both have strong links back to Norfolk’s food and drink and rural craft sector Staying tourists are worth far more per person than the much larger number of day trippers, both due to the average stay being longer (4 days - EET 2010) and the additional costs of accommodation, and a challenge for the rural tourism sector is how to shift the balance more towards staying visitors. The 2013 Larking Gowen tourism business survey25 highlighted that in 2012: • 39% of the tourism businesses in Norfolk and Suffolk raised turnover, but this was matched by 37% which saw turnover fall and 17% reduced staff numbers whilst a further 17% increased their staff. This suggests that 2012 was a difficult year for the industry with a combination of bad weather, the focus taken by the Olympics and general economic downturn all meaning the industry grew very little • Only 54% of Norfolk tourism business felt that the county was promoted well, but 53% of these businesses were unwilling to invest in generic county or area promotion

Table 10. Major Tourism Attractions in Norfolk ranked by visitor numbers26 Rank Attraction Type of Site District Visitors 1 Banham Zoo Wildlife attraction Breckland 197,579 2 Norwich Castle27 Historic property Norwich 150,000 3 Dinosaur Adventure Park Leisure park Broadland 123,294 4 North Norfolk Railway Steam railway North Norfolk 122,000 5 Blickling Hall Historic property Broadland 107,459 6 Colman’s Mustard Shop Museum Norwich 105,306 7 Hilltop Outdoor Education Schools, groups North Norfolk 101,449 Centre & individuals 8 Royal Norfolk Showground Showground South Norfolk 100,542 9 Bressingham Steam Museum Steam railway South Norfolk 81,364 & Gardens 10 Titchwell Marsh Nature Wildlife attraction Kings Lynn & 79,788 Reserve (RSPB) West Norfolk 11 Felbrigg Hall Historic property North Norfolk 75,750 12 Thrigby Hall Wildlife Garden Wildlife attraction Great Yarmouth 74,692 13 Oxburgh Hall Historic property Breckland 57,352 14 Missisippi Paddle Boat Boat North Norfolk 50,000

This list of major attractions needs treating with caution as different sources give different figures and ranking positions for individual attractions, but the overall message in the data is:

25 Larking Gowen, Tourism Business Survey 2013 in association with Visit Norfolk and Visit Suffolk 26 East of England Tourism (EET) (2009), Norfolk Visits to Visitor Attractions 2008 27 Tourism in Norfolk Strategy 2009-2012 norfolk rural development strategy dataset - final 23rd september 2013 - 17 -

Norfolk Rural Development Strategy Dataset 2013

• Norfolk tourism is focused in its rural areas with 12 out of 14 of the top attractions being found in rural areas • The major Norfolk tourist attractions are mainly focused on built or natural heritage and access to the rural environment As the Wild Anglia Local Nature Partnership is actively engaged in this work and is promoting the tourism value of the natural and wild landscape, this focus on the natural environment can be expected to grow. Natural Environment and the Green Economy Norfolk has a remarkable, varied and renowned natural environment coupled to excellent natural resources which can be used to respond to the increased demand for nature based tourism and new sustainable products This agenda is being developed through the Green Economy Pathfinder which includes themes on onshore offgrid energy opportunities which are particularly relevant to rural areas. The area also has World class habitats and protected sites including The Wash, The Broads and The Brecks. Across Norfolk and Suffolk natural capital is estimated to support 1 in 12 jobs. More than 7million people per annum visit the Broads each year and contributes £469m to the local economy28. The Low Carbon and Environmental Good and Services (LCEGS) sector is growing strongly and is now estimated to be worth £3.2 trillion globally. The UK share of this market was £112n in 2009/10, roughly 60% of the size of the food sector, and is estimated to grow by 45% between 2007/078 and 2014/15. The main sections of the market are: renewable energy (29% or £31.3bn), waste services (£19.3bn) and alternative fuels (£18.6bn).29 The green economy is closely linked to the agri-food and land use economy and tourism. It also depends heavily on research and development and the growth of the knowledge sector to provide new technologies and ways to monitor and assess environmental impacts. East Anglia is the second largest centre for the energy industry in the UK after Aberdeen and with the growth of the renewable sector in the Southern North Sea is increasing its investment in clean energy generation. Business resource efficiency savings of £1.6bn per annum are believed to be possible in the New Anglia area. Coastal and Energy Norfolk has excellent coastal resources for wind, wave and tidal energy and significant ports at King’s Lynn and Great Yarmouth, with many smaller ports for the local fishing, tourism and offshore renewable sectors. Norfolk’s major ports are: • Great Yarmouth - East Port, is England’s largest offshore support centre and second only to Aberdeen in the UK, with 1km of quay space in the outer harbour and 3km in the

28 National Parks England (2013), Valuing England’s National Parks 29 New Anglia (2012), Green Economy Pathfinder Manifesto norfolk rural development strategy dataset - final 23rd september 2013 - 18 -

Norfolk Rural Development Strategy Dataset 2013

river. National data30 shows that the port handled 827,000tonnes in 2011with the big commodities being: • 154,000 tonnes oil (all imports) • 131,000 tonnes other bulk liquids (all imports) • 144,000 tonnes agricultural products (mainly export) • 188,000 tonnes other dry bulk (all exports) • King’s Lynn - which handles circa 750,000tonnes of cargo per year31, with trade focused on dry bulks (mainly grain), forestry products, liquid bulks (fuel for Pace Petroleum and non hazardous liquid fertilisers for Omex) and sheet and other metals Norfolk’s long standing expertise in offshore and marine engineering is creating new opportunities in coastal communities. The marine sector in the the Southern North Sea is expected to attract £50bn of new investment by 2040 (New Anglia 2013)32, substantially increasing employment in a sector which EEEGr already estimates supports 18,850 jobs. The recent construction of Sheringham Shoal, a £1.1bn project, employed 650 people per day, and future developments are many times larger (upto 20 times as large). An EDP (2013) report33 shows that the sector’s employers have seen growth of upto 20-40% in 2012. The growth of the offshore renewable sector creates many onshore jobs in coastal and rural areas which provide engineering, food and drink, accommodation and other services to this growing sector, with Wells in North Norfolk for example benefiting broadly.

30 DfT (2012), Great Yarmouth Port Traffic 31 AB Ports (2013) 32 New Anglia (2013) 33 EDP (2013) norfolk rural development strategy dataset - final 23rd september 2013 - 19 -

Norfolk Rural Development Strategy Dataset 2013

Type of Employment There are significant variations in the type of employment found across Norfolk, with rural areas having more self employed people, but fewer students than the more urban areas of Norwich and Great Yarmouth. Economic inactivity rates are the lowest in rural areas close to Norwich (as these house many of the skilled and professional staff who work in the city), but the highest in another rural district, North Norfolk, due to the much higher retired percentage in the local population.

Table 11. Employment type by District 201134 Breck- Broad- Great King`s North Norwich South land land Yarmth Lynn & Norfolk Norfolk West Norfolk Employed total, of 53% 55% 49% 51% 45% 51% 53% whom: Employee: Part-time 15% 17% 16% 15% 15% 13% 16% Employee: Full-time 39% 38% 32% 37% 30% 37% 38% Self employed total, 10% 11% 8% 10% 13% 7% 12% of whom: Self-employed with 0% 0% 0% 0% 1% 0% 0% employees: Part-time Self-employed with 2% 2% 2% 2% 2% 1% 2% employees: Full-time Self-employed 3% 3% 2% 3% 4% 2% 3% without employees: Part-time Self-employed 5% 6% 4% 5% 7% 4% 6% without employees: Full-time Unemployed/ 6% 5% 8% 6% 5% 10% 5% student, of whom: Unemployed 4% 3% 6% 4% 3% 5% 3% Full-time student 2% 3% 2% 2% 2% 5% 2% Economically 31% 29% 34% 33% 37% 32% 29% inactive total, of whom: Retired 18% 19% 18% 20% 24% 11% 18% Student 3% 3% 4% 3% 3% 10% 3% Looking after home 4% 3% 5% 4% 4% 4% 4% or family Long-term sick or 3% 3% 5% 4% 4% 5% 3% disabled Other 2% 1% 2% 2% 2% 2% 1%

34 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 20 -

Norfolk Rural Development Strategy Dataset 2013

During the period 2001-2009 the proportion of people employed in higher paid occupations (professionals, managers and senior officials) increased steadily in Norfolk. However, by the year ending December 2010 the proportion of people employed in these occupations had fallen to 35.1%.35 What this data shows is that: • Employment rates are lowest in North Norfolk, which is due to both high rates of self employment and a large economically inactive population (mainly due to a disproportionate number of retired people compared to other districts) • In contrast Broadland, Breckland and South Norfolk have comparatively high rates of employees within the adult population • Self employment is significantly higher in the rural districts than the primarily urban areas of Norwich and Great Yarmouth, with rates in North Norfolk (the most rural district) nearly double the rate in Norwich • Unemployment and student numbers are significantly lower in rural Norfolk than in either of the two rural areas of Norwich (where both higher unemployment and a concentration of students increases the rate) and Great Yarmouth which suffers from high unemployment Business start up rates Business start-up rates - are low in Norfolk with some rural areas being particularly poor, with one of the most rural districts, North Norfolk having the lowest figures of any district.

Table 12. New Enterprises created by District36 New Enterprises Number per year % change from 2005-07 (avg) to 2005-07 average 2010 2010

Breckland 496 370 -25%

Broadland 468 350 -25%

Great Yarmouth 361 250 -31%

King`s Lynn & West Norfolk 540 345 -36%

North Norfolk 418 245 -41%

Norwich 510 415 -19%

South Norfolk 527 350 -34%

Norfolk 3,322 2,335 -29%

East of England 26,283 22,575 -14%

35 Norfolk Local Economic Assessment Update 2012 36 Norfolk Insight (2013) norfolk rural development strategy dataset - final 23rd september 2013 - 21 -

Norfolk Rural Development Strategy Dataset 2013

Business start up rates, 8.9% in 2008, in Norfolk are lower than neighbouring counties: Lincolnshire (9.5%); Cambridgeshire (10.1%); Suffolk (9.2%)37. More recent data up to 2010, as above shows that the enterprise start up rate has fallen across the whole region, but: • Norfolk’s business creation rate has reduced by 29%, double fall for the region; • and this reduction in Norfolk is disproportionately concentrated in rural and coastal districts, with North Norfolk, Kings Lynn and West Norfolk and South Norfolk all seeing reductions which are significantly higher than the Norfolk average; • Norwich, whilst affected by a falling start up rate is much closer to the regional average reduction (at -19%) at a rate which is less than half the fall seen in North Norfolk. If Norfolk is address its poor performance in business start up rates it is essential that the rural challenge is addressed. Business Size In general rural businesses are on average smaller than those in urban areas although in rural Norfolk there are an estimated 340 business units (some owned by larger companies) with more than 50 employees of whom 25 have over 250 employees.

Table 13. Number of Local Business Units by employee number38 No employees 1-49 employees 50-249 250+ employees employees Rural Urban Rural Urban Rural Urban Rural Urban

Breckland 915 150 2,890 1,285 60 60 5 10

Broadland 600 280 2,230 1,580 50 65 - 10

Great Yarmouth 175 175 730 2,210 10 105 - 5

King`s Lynn & West 860 175 425 530 50 85 5 10 Norfolk North Norfolk 865 55 3,355 335 65 15 5 -

Norwich - 425 10 4,650 - 220 - 40

South Norfolk 1,020 145 3,525 730 80 30 10 -

Total Norfolk 4,435 1,405 13,165 11,320 315 580 25 75 (of rounded totals) NB al data is rounded to the nearest 5 for confidentiality purposes

37 ONS 2007 38 DEFRA (2013), Statistical Digest of Rural England: local level datasets norfolk rural development strategy dataset - final 23rd september 2013 - 22 -

Norfolk Rural Development Strategy Dataset 2013

Most (78%) rural businesses employ less than 5 people, with 90% employing less than 10 people39. However, across Norfolk in total there are more businesses in rural areas (17,940) than in urban areas (13,380). Micro and smaller businesses (under 50 employees) are concentrated in rural areas, but as size increases there is a trend for more of the businesses to be in urban areas.

Insolvency rate The small number of insolvencies at district level per year, particularly when broken down for rural and urban areas means that data is either unreliable (due to small sample sizes) or not published to protect confidentiality.

Table 14. Insolvency rates at district level40 District Insolvency rate Rural Urban

Breckland 0.49 0.87

Broadland 0.49 0.72

NB data for other districts is not available due to sample sizes being too small

The limited data which is available suggests that rural insolvencies may be generally lower than those in urban areas suggesting that rural businesses are more resilient. However, given the very small sample sizes in the data this conclusion must be treated with some scepticism, and maybe also be a result of a different business profile (business size and sector) in rural areas.

Conclusions • The Norfolk rural economy is diverse with strengths in several established sectors including agri-food, tourism and energy. The manufacturing and engineering sector is also strong and along with the knowledge and green economies is predicted to grow. • The largest single sector is the food chain with an estimated GVA of £1.57bn which has been growing strongly since 2007 on the back of increased food prices. • In contrast the tourism sector with a GVA of £582m has declined markedly since 2007 and by 2010 was just above levels of GVA levels seen in 2001. Developing the sector will require efforts to rebuild the value created by extending the season. There are also strong links from tourism to the food and drink sector, with food and drink accounting for 35% of tourism spend, and efforts to promote local food can therefore benefit both sectors by adding value to food companies whilst creating a point of difference for the tourism sector.

39 ONS neighbourhood statistics 2007 40 DEFRA (2013), Statistical Digest of Rural England: local level datasets norfolk rural development strategy dataset - final 23rd september 2013 - 23 -

Norfolk Rural Development Strategy Dataset 2013

• Encouraging and supporting rural micro and small businesses to grow could potentially deliver significant additional rural jobs and drive wealth creation, although rural areas also have significant numbers of larger employers who also need support. Supporting larger and more established businesses would benefit these businesses directly but also supports smaller businesses who often provide services to the larger businesses or their staff. • Self employment is much higher in rural districts and with improved digital connectivity the range of self employment options is growing. • Rural areas also have a higher percentage of their population who are economically inactive, although the big difference is due to the much larger retired population than in Norwich. This can be expected to continue given demographic trends. • Business start up rates were already low, and have fallen further in rural parts of Norfolk during the recession than in other areas in the East of England. This is a significant challenge for the future.

norfolk rural development strategy dataset - final 23rd september 2013 - 24 -

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Skills and Education

As the economy changes, it is widely accepted that skills are becoming more important to the delivery of economic growth. National reports also show that across all sectors there will continue to be a rise in employment opportunities demanding higher skills levels and a fall in unskilled roles as a proportion of the workforce Employers in all sectors report a skills mismatch between business need and labourforce skills, whilst some sectors report a growing shortage of technical and supervisory skills41. Whilst rural skills attainment is good to the age of 14, participation and attainment in more remote locations falls after this and workforce qualification levels are lower than the urban or regional averages42. There are 6 LSOAs in Breckland and 1 in North Norfolk which are in the most deprived 10% of areas in the country for education, skills and training.

Table 15. School Performance by District 2010-1143 District GCSE 2010-11 A Level (or equivalent) 2010-11 % achieving Rank in 326 % achieving Rank in 322 5+ A*-C inc. districts 2 A level districts English & nationally passes or nationally Maths equivalent Breckland 50.9 294th 93.2 =228th Broadland 68.0 32nd 96.3 61st Great Yarmouth 52.5 278th 89.9 291st King`s Lynn and West Norfolk 45.9 322nd 88.3 312th North Norfolk 55.3 233rd 95.6 108th South Norfolk 67.3 41st 96.1 70th Norwich 48.0 311th 93.2 =228th National range 44.1-77.8% N/A 84.4-100% N/A

This data shows that: • Norfolk generally scores badly when compared to the rest of England on both GCSE and A level (or equivalent performance); • only two districts score well: the rural but mainly accessible districts of Broadland and South Norfolk, with both in the top 15% of districts for GCSE results, but in both districts their performance slips slightly down the table rankings by the time pupils reach the VIth

41 FFREB (2011), New Anglia Agri-food workforce and skills needs 42 EERF, EEDA (2010), Rural Learning Report conducted by NIACE 43 Census (2011), ONS norfolk rural development strategy dataset - final 23rd september 2013 - 25 -

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form - this good performance is thought to be linked to their relative affluence as areas which accommodate many professional families who work in Norwich; • in contrast, the mainly rural districts of Breckland and Kings Lynn and West Norfolk, and the coastal urban district of Great Yarmouth all score badly when compared to the rest of England, with Kings Lynn and West Norfolk amongst the worst 10% of districts nationally for A level pass rates and in the bottom 2% for GCSE pass rates; • when compared to the workforce skills rates (below) these patterns are largely maintained, suggesting that poor attainment at school gets taken through into adult life.

Workforce Skills

Table 16. Workforce Qualification Levels by District of Domicile 201144 King`s Qualification Breck- Broad- Great North South Lynn & Norwich Norfolk land land Yarmth Norfolk Norfolk Level West N No qualifications 28% 23% 33% 29% 27% 23% 23% 26% Level 1 15% 15% 16% 14% 14% 14% 13% 14% Level 2 17% 17% 16% 16% 16% 17% 14% 16% Apprenticeship 4% 5% 5% 4% 5% 4% 3% 4% Level 3 11% 12% 11% 11% 11% 11% 15% 12% Level 4 & above 19% 23% 14% 19% 22% 27% 28% 22% Other quals 6% 4% 6% 6% 5% 4% 5% 5%

The data shows that: • South Norfolk and Broadland whose workforce are closely linked to the urban area (and the jobs it provides) in Norwich have a workforce qualification profile which is very similar to Norwich • All three districts which look to the City of Norwich for employment have:

o a lower percentage of the workforce with no qualifications o a higher percentage with qualifications at level 4 and above • In contrast, the more rural, coastal and peripheral districts have:

o higher than average numbers of their workforce with no qualifications, with the three rural districts in North and West Norfolk (Breckland, King’s Lynn and West Norfolk and North Norfolk) all having higher than average percentages with no qualifications, which is also the case in coastal Gt Yarmouth

o fewer of their workforce with Level 4 and above qualifications • Some rural and coastal areas have particular challenges with employment and skills, with Cromer being ranked in the worst 10% of areas nationally on access to employment and Swaffham in the worst 10% for skills. As explored in more detail below, Gt Yarmouth

44 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 26 -

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is the worst district in the country for the proportion of the workforce with degree level qualifications.

Table 17. Skills Ranking of Norfolk against all Districts in England and Wales 201145 District Rank out of 348 districts (1 = highest ranking district, 348 = lowest ranking district) No quals L1 L2 L3 L4+

Breckland 295 67 83 289 311 Broadland 191 79 30 184 226 Great Yarmouth 339 38 185 315 348 King`s Lynn and West Norfolk 314 99 176 296 303 North Norfolk 286 138 165 318 246 South Norfolk 183 190 67 244 154 Norwich 184 255 306 22 139

This data shows that: • The coastal district of Great Yarmouth has particularly low workforce skills levels, and for degree level qualifications at 14.2% is the lowest ranked district in the whole of England and Wales on this measure. It is also in the bottom 10 districts nationally for the high percentage of the workforce with no qualifications. It also comes low on the list for L3 qualifications. In contrast it has a top 10% position for the percentage of the workforce with L1 qualifications, suggesting that many of its workforce never progress beyond this level, and that the local employment mix supports a disproportionate number of entry level jobs • All the more rural districts: Breckland, King’s Lynn and West Norfolk and North Norfolk have:

o high numbers of the workforce with no qualifications (all being amongst the 20% worst districts in the country on this measure)

o comparatively better scores on L1 and L2 (although this means many employees are stuck at this level)

o very poor comparative scores on the percentage of the workforce with L3 and L4 qualifications • The two rural districts whose labour market is closely related to Norwich, South Norfolk and Broadland both have a comparatively high proportion qualified to level 2 • Norwich in contrast to the rest of Norfolk scores highly in national rankings for the proportion qualified to L3, and is the highest ranked part of Norfolk for degree level qualifications being in the top 1/3rd of districts nationally on this measure

45 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 27 -

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The figures thus show a persistent and challenging workforce qualification position which is the most acute in the most rural and coastal areas. Unless this is addressed economic growth will be constrained.

Conclusion The data on employment and skills show that Rural Norfolk has: • A low skill, low wage rural economy but also low unemployment. The focus thus needs to be on increasing skill levels and the quality of employment to grow the economy. • Low skills attainment in schools carries through into low qualification rates in the workforce. Apart from South Norfolk and Broadland which score well on attainment due to the presence of many professional families who work in Norwich, all Norfolk’s rural and coastal districts have poor levels of attainment at school age and low levels of qualifications amongst the adult workforce. • Improved careers guidance is needed to help raise aspirations and to showcase the career options which are available.

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Norfolk Rural Development Strategy Dataset 2013

Deprivation Rural Incomes and Costs of living Rural Norfolk has generally higher incomes than urban wards by £2,400 at £30,900 per annum per household (NCC 2010). 57% of rural households in Norfolk have incomes below £30,000, suggesting that a small number of high income households, attracted by tranquillity and greenspace, distort the figures in rural areas. However, national work by the Joseph Rowntree Foundation (2010)46 found that the cost of living in rural areas was higher than in urban areas, with rural households needing to earn more than their urban counterparts to afford a minimum standard of living. Most of the additional costs were concentrated in two areas: transport and domestic fuel. In both cases the additional costs increased as the area become more rural, because of: • remoteness from the gas grid where the lack of access to the grid makes rural areas particularly susceptible to fuel poverty as many houses are both old (and thus poorly insulated) and depend on unregulated oil, solid fuel and electricity for heating • and the distance which inhabitants need to travel to access employment, services, education and recreational opportunities coupled to a lack of public transport meaning poor rural dwellers have to fund private transport

Table 18. Gross annual earnings required to meet Minimum Income Standard NB - this data takes into account tax and in-work benefits, housing and childcare costs (£) (Smith et al 2010) Household type Type of area Urban Rural Village Hamlet town Single working age adult without children 14,436 15,644 17,863 18,577 Working age couple with two children 29,727 37,841 40,073 42,277 Lone parent with one child 12,454 17,772 19,431 19,980

The additional average income per rural household in Norfolk thus fails to compensate for the additional costs of living in rural areas. In particular the very rural nature of much of rural Norfolk means many inhabitants, particularly in the sparse communities running from the North Norfolk Coast down into Breckland, will have costs concentrated in the two most expensive categories of village and hamlet. 59% of Norfolk’s population is rural, but at Super Output Area (SOA) level (used by government) any assessment of deprivation in Norfolk is overwhelmingly urban in nature (OCSI 2006)47, see table 4.2 below. However, if the analysis is conducted at the more local Output Area (OA) level then significant pockets of rural deprivation emerge, but these are often not recognised by government, partly because across Norfolk 2/3rd of deprived people do not live in the most deprived SOAs.

46 Smith N, David A and Hirsch D (2010), A Minimum Income Standard for Rural Areas, Centre for Research in Social Policy, Loughborough University for the Joseph Rowntree Foundation 47 Deprivation in Rural Norfolk (2006), Oxford Consultants for Social Inclusion norfolk rural development strategy dataset - final 23rd september 2013 - 29 -

Norfolk Rural Development Strategy Dataset 2013

Map D) Deprived areas in the Barriers to Housing and Services Domain48

In Norfolk 63% of those who lack central heating live in rural areas, 59% of those with a limiting long term illness and 58% of those with no qualifications or pension credit claimants. Given the problems with limited public transport in rural areas it is also surprising that nearly 30,000 rural Norfolk households have no access to a car or van (OCSI 2006).

Table 19. Number of Households in Deprivation by Number of Dimensions49 District Number of dimensions of deprivation per household None 1 2 3 4 Breckland 40% 35% 20% 4% 0% Broadland 48% 33% 17% 2% 0% Great Yarmouth 33% 35% 25% 7% 1% King`s Lynn and West Norfolk 38% 35% 22% 5% 0% North Norfolk 39% 36% 21% 4% 0% South Norfolk 48% 33% 17% 3% 0% Norwich 42% 31% 20% 6% 0%

Other deprivation work shows that there are significant pockets of deprivation in several market towns including Attleborough, Cromer, North Walsham, Swaffham and Thetford.

48 ID 2010 49 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 30 -

Norfolk Rural Development Strategy Dataset 2013

Many of the more deprived rural areas have health inequalities in addition to social and economic factors, and despite their rural surroundings the population does not access passive and active recreation opportunities in the natural environment. With an ageing rural population, health and social care services will be a particular challenge in the future. Whilst public sector support services and benefits can help to address some of the symptoms of deprivation in the short term, the longer term solution must include increasing the range and quality of employment available, insulating poor housing stock, improving access to online services and other ways to solve the problems faced by deprived people. Incomes and employment The English Indices of Deprivation 201050 show that of 326 English districts, Great Yarmouth (54th overall) is in the worst 15% for income and employment deprivation, with both Kings Lynn and West Norfolk (123rd) and North Norfolk (146th) in the bottom half of districts whilst Broadland (279th) and South Norfolk (259th) are both in the top 20% of districts.

Table 20. Claimant count split by rural and urban in each district51 District Claimant count % March 2013

Rural Urban Breckland 2.3 4.1 Broadland 1.9 2.1 Great Yarmouth 3.0 8.1 King`s Lynn & West Norfolk 2.6 5.2 North Norfolk 2.7 3.5 Norwich - 4.4 South Norfolk 2.0 2.7 England average 1.9 4.2

For this data it is clear that: • Across England urban claimant counts are more than double those found in rural areas. However, it is not clear the degree to which this is due to unemployment being lower or a lower tendency to ‘sign on’ for those in rural areas; • All the rural districts in Norfolk have a rural claimant count which is at or above the England average, although with the rate being 3% of less in every district the rate is still low compared to the rates seen in urban areas; • In Norfolk’s rural districts the claimant count amongst those living in ‘urban’ areas within these districts is much more variable, from as low as 2.1% in Broadland (less than half the national average) to above the national average in Kings Lynn and West Norfolk (5.2%) and nearly double the national average at 8.1% in Great Yarmouth. The most widely used system of socio-economic grades allocate people to one of 6 groups:

50 DCLG, English Indices of Deprivation 2010 51 DEFRA (2013), Statistical Digest of Rural England: local level datasets norfolk rural development strategy dataset - final 23rd september 2013 - 31 -

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• A - upper middle class: higher managerial, administrative or professional • B - middle class: intermediate managerial, administrative or professional • C1 - lower middle class: supervisory or clerical, junior managerial, administrative or professional • C2 - skilled working class: skilled manual workers • D - working class: semi and unskilled manual workers • E - those at lowest level of subsistence - state pensioners or widows (no other earner), casual or lowest grade workers Using this system there are large differences at district level across Norfolk.

Table 21. Approximated Social Grade by District 201152 District Approximated social grade

AB C1 C2 DE Breckland 16% 29% 28% 28% Broadland 21% 33% 26% 20% Great Yarmouth 11% 28% 25% 36% King`s Lynn & West Norfolk 16% 28% 27% 30% North Norfolk 18% 27% 29% 27% Norwich 21% 31% 18% 30% South Norfolk 25% 30% 25% 20%

This data shows a particularly: • High concentration of high socio-economic groups (AB) in Norwich and the two adjacent areas of Broadland and South Norfolk • Low concentration of C2 in Norwich compared to the rest of mainly rural Norfolk

• Low concentration of DE in Broadland and South Norfolk • In contrast Great Yarmouth, Breckland and Kings Lynn and West Norfolk all have much lower percentages in the higher socio-economic groups and more in DE Conclusions on Deprivation Rural deprivation in Norfolk is often hidden, is multi-faceted and occurs across all districts. However, there are clear concentrations in some rural and coastal areas where a combination of poor housing, low incomes and low skills combine to create significant challenges. Addressing deprivation requires a focus on many areas and fundamentally has to include measures to address the causes e.g. unemployment or low wages rather than just the symptoms e.g. poor housing.

52 Census 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 32 -

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Housing House Prices In Norfolk housing prices are highest in smaller settlements, which combined with lower wages makes many of Norfolk’s rural areas, notably the coast, amongst the worst areas in the country for housing affordability for those employed locally. This is borne out by data showing that all but 1 of the 69 LSOAs in Norfolk in the most deprived 20% for access to affordable housing are found in rural areas (NCC 2012).

Table 22. Average House price Q3 201253 District All Detached Semi Terraced Flat Number of Sales Breckland £177,613 £216,975 £151,558 £124,896 £81,739 550 Broadland £201,777 £241,348 £170,084 £149,540 £135,492 471 Great Yarmouth £154,454 £214,605 £135,607 £103,280 £91,250 292 King’s Lynn & WN £184,847 £240,147 £148,210 £130,862 £94,327 555 North Norfolk £214,899 £273,670 £173,607 £169,080 £121,423 475 Norwich £169,388 £273,298 £180,970 £157,053 £129,201 487 South Norfolk £204,981 £257,063 £171,974 £155,780 £98,156 549

This data shows that: • average house prices are highest in North Norfolk and lowest in the two urban districts of Norwich and Great Yarmouth, although this is in part explained by the higher proportion of comparatively cheaper flats and terraced house found in urban areas, compared to the higher proportion of detached and semi-detached house in rural areas; • the highest average price in North Norfolk is despite this district having some of the lowest average wages in Norfolk, because the market in North Norfolk is disproportionately driven by retirement and second home purchases; • in every category of housing Great Yarmouth has the lowest average price (with the exception of a very low value for flats in Breckland). Data from DEFRA (below) shows that across all Norfolk districts rural houses are on average more expensive than urban ones except in the case of flats and terraces in South Norfolk. In many cases the ‘rural premium’ is 10% or more, with in the case of flats and terraces in Kings Lynn and West Norfolk the rural premium being an additional 40% to buy a typical rural as opposed to an urban property. However, in general house prices in Norfolk are lower than the England average which is arguably disproportionately affected by much higher prices in London and the South East.

53 UK house prices: October to December 2012 (Figs: Land Registry of England and Wales, Crown copyright) norfolk rural development strategy dataset - final 23rd september 2013 - 33 -

Norfolk Rural Development Strategy Dataset 2013

Table 23. Comparison of urban and rural house prices at district level54 District Detached Semi-detached Flats and terraces Urban Rural Urban Rural Urban Rural Breckland 194,300 219,700 140,500 156,700 108,200 130,100 Broadland 223,900 266,200 163,800 174,400 139,700 161,700 Great Yarmouth 202,100 219,800 133,600 133,700 100,500 126,700 King’s Lynn & WN 202,900 224,500 135,500 154,000 100,100 151,600 North Norfolk 205,200 264,800 144,200 172,800 110,800 155,000 Norwich 275,200 - 185,200 - 144,900 - South Norfolk 251,400 257,900 169,900 171,200 164,200 140,100 England 348,100 202,600 176,200

House Price Affordability The 2012 Broadland average (mean) house price in 2010 was £203,858 (quoted in Rural Living in Broadland55), which when compared to an average (median) income of £19,172, means the average house price in 2010 was 10.6 times the average income. NB for young people a more meaningful measure maybe lower quartile incomes relative to lower quartile house prices as per the table below.

Table 24. House Price Affordability and New Affordable Homes56 District Ratio of lower Additional affordable % of Norfolk quartile house homes supply 2011-12 57 population prices to lower Number % of quartile incomes Norfolk 2011 total Breckland 8.11 70 9% 15% Broadland 7.95 50 6% 14% Great Yarmouth 5.60 90 11% 11% King’s Lynn & West Norfolk 6.49 160 20% 17% North Norfolk 6.87 30 4% 12% South Norfolk 7.54 220 27% 14% Norwich 6.57 190 24% 17%

54 DEFRA (2013), Statistical Digest of Rural England: local level datasets 55 Rural Living in Broadland (2012) Broadland District Council & National Housing Federation 56 Norfolk Insight (2013) 57 ONS (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 34 -

Norfolk Rural Development Strategy Dataset 2013

This data shows that: • there is a mismatch between where new affordable housing is being provided and the distribution of Norfolk’s population, with rural districts such as Breckland, Broadland and North Norfolk all building far fewer new affordable houses in 2011-12 than their share of Norfolk population would suggest, whereas South Norfolk and Norwich in particular both developed more affordable housing than would be expected; • what is striking is two of the districts with the worst affordability ratios for lower quartile homes and incomes, Breckland and Broadland, are both significantly below the rate of new affordable housing builds which could be expected given their population; • North Norfolk which has widely recognised problems with young workers having to leave their rural and coastal communities, only built 1/3 of the affordable housing which its share of the Norfolk population would suggest should have been developed. Second and holiday homes Second homes can be an emotive subject and have often been blamed for inflated house prices in Norfolk’s rural areas. The true picture on second homes is more complex, with, even within districts large variations in their prevalence. In addition 2nd homes are used for a variety of purposes, from holiday homes, to homes which are used by those working locally even though their main home is elsewhere, to people who have a second address due to study for example.

Table 25. Second Home Ownership58 District Total 2nd Rate per 1,000 residents homes Holiday Working 2nd Other Total 2nd homes homes homes Breckland 3,573 3 3 21 27 Broadland 3,543 2 2 24 28 Great Yarmouth 3,071 13 2 17 32 King’s Lynn & W Norf 7,854 24 7 22 53 North Norfolk 7,939 48 3 27 78 Norwich 3,659 1 4 23 28 South Norfolk 3,945 2 2 28 32

Key (as self reported in the Census 2011): • Holiday homes = a home used for holiday purposes • Working 2nd home = a home which is used by the resident whilst working away from their main or family home • Other = where a person identifies that they have a 2nd address e.g. for use whilst studying at University, nationally 77% of all 2nd homes were classified as other

58 Guardian (2012), The second homes map of England & Wales Accessed 11/04/2013 norfolk rural development strategy dataset - final 23rd september 2013 - 35 -

Norfolk Rural Development Strategy Dataset 2013

This data shows that: • the rate of 2nd homes is highest in North Norfolk followed by Kings Lynn and West Norfolk, with all other districts broadly similar for the rate of 2nd homes/1,000 residents • the proportion having a 2nd home for ‘other’ purposes was broadly similar in all districts • the reason for the much higher rates of 2nd homes in North Norfolk and Kings Lynn and West Norfolk is due to the much higher prevalence of holiday homes in these two districts. In West Norfolk, 2nd home ownership is concentrated in the north and coastal parts of the district North of Kings Lynn, and if this area is considered separately to the rest of the district the number of holiday homes is similar to North Norfolk Other data on 2nd homes shows that: • Knight Frank reports that DCLG figures (March 2013) shows North Norfolk had the fourth highest percentage of properties qualifying for a second home discount from the annual council tax in 2012 (after the City of London, Isles of Scilly and South Hams)59 • A Knight Frank 2011 report also highlighted that King’s Lynn and West Norfolk had 3 of the top 30 areas in England for the proportion of holiday homes, with Brancaster notably having a total of 41% of all properties as second homes (i.e. 2 in 5 properties)60 Housing conclusions Housing is a major issue for low paid employees in rural Norfolk where higher house prices are combined with generally lower wages. However, prices are generally lower than most other areas in Southern and Eastern England and this explains why they remain attractive as retirement or 2nd homes. To address local housing affordability either housing availability needs to be increased to hold down prices, or local wage levels need to rise. Affordability is worse in rural than urban areas and this partly explains why young people and families often choose to live in urban areas.

59Oliver Knight, Knight Frank LLP (2013), Where were the top local authorities for second homes in 2012? 60 Knight Frank LLP (2011), New-build second homes report, norfolk rural development strategy dataset - final 23rd september 2013 - 36 -

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Health The determinants of health are complex and in addition to genetics, age, disease, infection and accidents, includes factors such as employment, housing, education and deprivation. Health organisations thus produce detailed local assessments of a wide range of factors (as in table 6.2) at a local spatial level. Joint Strategic Needs Assessments (JSNA) are produced for each area to bring together this data, and are primarily presented at 3 spatial geographies, which in Norfolk are known as: • Health Pictures - an assessment at district level; • Norfolk Story - an assessment at the county level; • CCG Profiles - an assessment for each Clinical Commissioning Group (CCG) area. All these assessments are hosted on Norfolk Insight at www.norfolkinsight.org.uk In addition the Census includes questions on people’s view of their own health.

Table 26. General Health Assessment 201161

District Very Good Fair Bad Very bad good health health health health health Breckland 42% 37% 15% 4% 1% Broadland 44% 37% 14% 4% 1% Great Yarmouth 40% 36% 17% 5% 2% King`s Lynn and West Norfolk 41% 37% 16% 5% 1% North Norfolk 39% 38% 17% 5% 1% South Norfolk 46% 36% 13% 3% 1% Norwich 45% 35% 14% 4% 1%

As can be seen from table 6.1 the proportion of residents rating their own health as ‘very good’ or ‘good’ is not markedly different in the different districts in Norfolk based on rurality, but instead appears to be more directly correlated with deprivation, with Great Yarmouth residents having the lowest assessment of their own health and South Norfolk the highest. This is borne out by the more detailed analysis in table 6.2 where South Norfolk scores at or above the national (England) average for all of the 32 determinants of health, whilst in contrast Great Yarmouth is significantly worse than the national average on 15 of the 32 criteria.

61 Census 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 37 -

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Table 27. Health Summary for Norfolk62 The table sets out the 32 health and socio-economic indicators used to assess local health determinants at district level Indicator Breckland Broadland Great King’s North Norwich South Norfolk Yarmouth Lynn & Norfolk Norfolk WN Local Local Local Local Local Local Local Local no/yr no/yr no/yr no/yr no/yr no/yr no/yr no/yr 1. Deprivation 2060 0 25634 15923 1360 38349 0 83326 2. Proportion of children in poverty 3615 2265 4580 4860 2545 6640 2485 26990 3. Statutory Homelessness 75 153 87 79 105 108 48 660 4. GCSE achieved (5A*-C inc. English 667 1004 609 685 469 500 993 4927 & Maths) 5. Violent crime 1141 651 1754 1450 682 2864 644 9186 6. Long term unemployment 328 202 490 427 246 834 219 2745 7. Smoking in pregnancy 207 159 296 235 122 258 170 1447 8. Breast feeding initiation 1060 812 767 1207 623 1323 872 6664 9. Obese children (Year 6) 210 186 183 278 136 165 194 1352 10. Alcohol-specific hospital stays 8 3 13 10 4 12 3 54 (under 18) 11. Teenage pregnancy (under 18) 69 46 94 89 50 101 57 506 12. Adults smoking n/a n/a n/a n/a n/a n/a n/a n/a 13. Increasing and higher risk drinking n/a n/a n/a n/a n/a n/a n/a n/a 14. Healthy eating adults n/a n/a n/a n/a n/a n/a n/a n/a 15. Physically active adults n/a n/a n/a n/a n/a n/a n/a n/a

62 www.healthprofiles.info norfolk rural development strategy dataset - final 23rd september 2013 - 38 -

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Indicator Breckland Broadland Great King’s North Norwich South Norfolk Yarmouth Lynn & Norfolk Norfolk WN 16. Obese adults n/a n/a n/a n/a n/a n/a n/a n/a 17. Incidence of malignant melanoma 23 22 11 18 23 12 24 133 18. Hospital stays for self-harm 167 173 194 301 124 439 167 1565 19. Hospital stays for alcohol related 2942 2346 2841 4714 2408 2660 2213 20125 harm 20. Drug misuse 535 349 664 707 271 1609 286 4421 21. People diagnosed with diabetes 6506 4619 5298 8110 5443 5470 4435 39881 22. New cases of tuberculosis 5 2 12 6 4 11 2 43 23. Acute sexually transmitted infections 697 658 841 800 402 1518 569 5485 24. Hip fracture in 65s and over 185 166 133 177 154 120 173 1108 25. Excess winter deaths 71 70 53 104 95 72 68 532 26. Life expectancy – male 79.5 80.3 78.0 79.3 79.9 77.8 80.7 79.5 27. Life expectancy – female 83.3 83.2 81.8 83.5 84.7 83.5 83.2 83.3 28. Infant deaths 8 2 4 5 3 9 6 36 29. Smoking related deaths 222 200 196 291 217 197 188 1511 30. Early deaths: heart disease and 94 77 84 132 85 88 81 641 stroke 31. Early deaths: cancer 164 164 149 204 145 144 157 1128 32. Road injuries and deaths 66 53 27 74 57 40 61 379

Key: Green = Significantly better than England Average; Amber =Not significantly different from England Average; Red = Significantly worse than England Average

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This data shows that: • With the exception of Great Yarmouth, life expectancy in rural Norfolk is significantly better than the England Average. • However, this masks underlying deprivation and health issues. These indicators are also benchmarked against the ‘England Average’ which in many areas have significant room for improvement – An indicator which is ‘not significantly different’ from the ‘England Average’ will still require intervention to improve health outcomes. • The indicators vary across the districts, according to demographic age profile and deprivation. This is particularly evident in the incidence of people diagnosed with diabetes which is significantly worse than the England Average in Breckland, Great Yarmouth, King’s Lynn and West Norfolk and North Norfolk, but significantly better than the England Average in Broadland, South Norfolk and also in urban Norwich. • Rurality is a significant factor in the level of road injuries and deaths, with both King’s Lynn and West Norfolk and North Norfolk significantly worse than the England Average for this indicator. These indicators do not include dementia or mental health, but other data shows that: • Dementia prevalence has been recorded on General Practice QOF (Quality Outcomes Framework) registers since 2006/7. • Great Yarmouth (& Waveney63), North Norfolk and South Norfolk Clinical Commissioning Groups (CCGs) have higher prevalence of dementia at 0.6-0.7%, which is higher than the East of England and England average rate of 0.5%, while Norwich and West Norfolk CCGs have equal rates to the East of England and England average rate. • The Projecting Older People Population Information System (POPPI) model suggests that there is still an issue with under-diagnosed dementia patients. In 2010/11 it was estimated that there were 15,459 cases in Norfolk and Waveney, whereas the GP QOF registers at the time showed only 6,561 diagnosed cases in total64 With an ageing population dementia cases will increase and it is important to diagnose the condition at an earlier stage and to improve access to healthcare. • The GP QOF registers for 2009/10 and 2010/11 show that with the exception of Norwich CCG, all Norfolk CCGs had a higher 18+ depression rate than either the East of England or England average rates. • These figures are only anticipated to identify 30-50% of depression in the community that would come to the attention of a GP – For those who are subclinical or do not seek help or those who are not registered at a GP practice the information is not available. Rural areas with identified health needs A quarter of Breckland’s over 18 population is estimated to smoke (significantly higher than the county, regional and national rates) and hospital admissions related to smoking are significantly higher, although smoking related deaths are significantly lower than the England average. However, it is estimated that there are many undiagnosed cases of Chronic

63 QOF / CCG data includes Waveney with Great Yarmouth 64 MentalHealthNeedsAssessment_Norfolk_Waveney2013.pdf (August2013) norfolk rural development strategy dataset - final 23rd september 2013 - 40 -

Norfolk Rural Development Strategy Dataset 2013

Obstructive Pulmonary Disease (COPD) and that as the current smoking population ages more than 90% will go on to develop lung cancer.65 In South Norfolk, there is some evidence that alcohol consumption levels in the more affluent and older section of the population are quite high66. Projected future health needs Rural Norfolk’s health needs will continue to evolve and whilst lifestyle choices and socio- economic conditions have a significant bearing, much of the projected change will come from the expected rapid demographic changes which are projected for rural Norfolk. Key challenges include: • In the main, Norfolk has an ageing population. It is expected that around 25% of the population will be aged 65 and over by 2021, this is higher than the national average. • Estimates suggest that around a quarter of all people over 65 years old in Norfolk have some level of social care need and 2.4% of people over 65 years old have a very high level of social care need. The over 85 population is projected to grow significantly with a 40% increase by 2021 which will be concentrated in rural areas where increases of over 70% in the over 85 age group are projected. This is much higher than the national average and means that rural health and social care needs can also be expected to grow quickly67 • Levels of undiagnosed diabetes are high and projected to rise. For example, in Broadland 3.9% of people are officially diagnosed with diabetes, one of the lowest rates in Norfolk, however, with undiagnosed cases the actual rate is estimated to be 7.6% and rising.68 With rural inhabitants also less likely to visit their GP and thus presenting later for treatment, the challenge is how to identify undiagnosed conditions earlier in rural areas so that they can be more effectively treated. Conclusions on health Rural Norfolk is a healthy place to live for most people compared to the England average. However, this hides a big presence of undiagnosed conditions e.g. dementia and diabetes, where the combination of less accessible health services (due to distance) and a natural self reliance in rural areas means that rural people are less likely to present for treatment early. This is potentially creating a challenge in terms of larger long term costs as early treatment is usually more effective and less costly. As the rural Norfolk population is projected to age much more rapidly than the England average (or that in Norwich), with the increase in the projected 85+ age group particularly marked in rural areas, the demand for health and social care associated with ageing will grow very rapidly in rural areas. This will increase the demands on the health and social care systems across rural Norfolk.

65 Breckland Health Picture – November 2011 66 www.southnorfolkccg.nhs.uk/info.aspx?p=3 67 Norfolk’s Story – July 2013 Edition 68 Broadland District Health Picture – August 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 41 -

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Transport and Communications The map below shows that in the areas marked in brown most people (70%+) live and work in the same travel to work area, whereas in the light blue areas under 50% do so, and in the dark blue areas under 20% do so. What is clear is that the sparesly populated rural areas of for example mid Norfolk see a substantial out commuting to other areas to seek work. Out commuting distances in Norfolk are amongst some of the highest in the country.

Map E) Percentage of workers who live and work in their home Travel to Work area (amended from69)

% of the workforce by Blue = ward who live & work in longer the same TTW area travel to 0-10 work 10-20 distances

20-30 & 30-40 40-50 Brown = more local 50-60 work 60-70 undertaken 70-80 80-100

The mode of transport used to access work is also correlated with travel to work distance.

Table 28. Travel to Work Mode of Transport 201170 King`s Lynn &

Breck- Broad- Great West North South land land Yarmth Norfolk Norfolk Norwich Norfolk Work at/from home 6% 6% 4% 6% 9% 4% 7% Public transport, of which: 3% 6% 7% 4% 3% 9% 5% Train 1% 1% 1% 2% 1% 1% 1% Bus, minibus or coach 2% 5% 6% 2% 2% 8% 4% Private vehicle, of which: 76% 76% 69% 75% 72% 51% 76% Motorcycle or moped 1% 1% 1% 1% 1% 1% 1% Driving a car or van 69% 70% 61% 68% 66% 46% 70% Passenger in car, van 6% 5% 7% 6% 5% 5% 5% Personal travel, of which: 14% 10% 17% 15% 15% 33% 10% Bicycle 3% 4% 4% 5% 3% 9% 3% On foot 11% 6% 13% 10% 12% 24% 7% Other (inc. Taxi) 1% 1% 3% 1% 1% 1% 1%

69 University of Sheffield, RERC Birkbeck (2008), Mapping Socio-Economic Flows Across the Region, EEDA 70 Census 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 42 -

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This data shows big differences between urban (Norwich) and other Norfolk districts, with the key differences being: • Much higher rates of private vehicle use in rural areas to access work, with all the rural districts being over 70% compared to 51% in Norwich • Much lower rates of public transport use in all rural districts than the two predominantly urban districts of Gt Yarmouth and Norwich, with at the extreme only 3% of the workforce in Breckland and North Norfolk using public transport to access work • A much lower percentage of active travel (bike or on foot) in rural areas:

rd o at the extreme the rates in Broadland and South Norfolk are less than a 1/3 that in Norwich (the extreme difference is believed to be due to the comparatively large average commuting distance to work for many of the population who live in South Norfolk and Broadland but who work in the Norwich urban area)

o all other areas have a rate half or less than half of that found in the city due to longer distances and lack of safe routes • A much higher percentage of home working in rural districts, with:

o at 9% in North Norfolk more than double the rate in of home workers found in Norwich;

o and 50% or greater more home workers than in Norwich across Breckland, Broadland, Kings Lynn and West Norfolk and South Norfolk The much higher dependence of private transport in rural areas is also borne out by a greater tendency for rural households to have private vehicles and more rural households with more than 1 private vehicle.

Table 29. Access to Private Vehicles 201171 District No cars or 1 car or 2 cars or 3 cars or 4 or more vans in van in vans in vans in cars or household household household household vans in household Breckland 16% 44% 30% 8% 3% Broadland 11% 44% 33% 8% 3% Great Yarmouth 27% 45% 21% 5% 2% King`s Lynn and West Norfolk 16% 45% 29% 7% 3% North Norfolk 16% 46% 28% 7% 3% South Norfolk 12% 42% 34% 8% 3% Norwich 33% 48% 16% 3% 1%

71 Census (2011) norfolk rural development strategy dataset - final 23rd september 2013 - 43 -

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This data shows that: • The more rural districts have fewer households without access to a private vehicle, and more households with a higher numbers of vehicles than the predominantly urban areas of Gt Yarmouth and Norwich, demonstrating clearly the reliance on private transport and the road network in rural areas • However, the most rural areas in North Norfolk and Breckland, which have some of the lowest population densities in England (i.e. they are officially designated as sparse), also have comparatively high numbers of households (16%) without access to a private vehicle. This is believed to correlate with low incomes and a high proportion of retired people in these areas, but clearly has serious implications for access to employment, skills or services for those without transport in areas with poor public transport provision • A similar picture is true for access to services and employment by public transport, with King’s Lynn and West Norfolk, Breckland and North Norfolk amongst the worst 10% of local authorities in England for access to work by public transport (NCC 2012).

Digital Accessibility Broadband Many of the emerging industries in the creative and knowledge economies depend on online communications, and unless broadband access in rural areas is addressed this will constrain the ability of rural areas to gain from the large potential in these sectors. Broadband accessibility has been poor in Rural Norfolk, but it is hoped that the successful bid for Broadband Delivery UK (BDUK) funding for the Better Broadband for Norfolk (BBfN) programme will have a big impact on rural access to broadband, with an aspiration to reach 83% of the County’s population with superfast broadband via fixed lines, with the remainder of premises being served by other technologies (NCC 2012). The map shows that as at January 2012 that apart from Norwich and Great Yarmouth all of Norfolk, rural and urban, was in the 0-2 or 2-10Mbps bandwidth brackets Uptake of online services and the internet also varies greatly across the country, with evidence from the Census 2011 suggesting that apart from Norwich all Norfolk districts have lower rates of usage for online services than the median across all the districts in England and Wales. The reasons for this are complex and in addition to poor broadband access may include lower qualification levels, computer literacy issues and the older average demographic in Norfolk’s rural areas.

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Map F) Highest Bandwidth Available January 2012 (Mbps)72

Maximum bandwith available in Mbps

Table 30. Online completion rates for the Census 201173 District % completed online Rank out of 348 districts Breckland 13.7% 254th Broadland 13.6% 261st Great Yarmouth 13.2% 280th King`s Lynn and West Norfolk 11.8% 320th North Norfolk 10.2% 346th South Norfolk 14.0% 246th Norwich 16.1% 150th 348 Districts across the country: Median 15.6% - Maximum 29.3% - Minimum 9.5% -

72 Point Topic (2013) 73 ONS (2011), Percentage of household returns made by internet in Census 2011 norfolk rural development strategy dataset - final 23rd september 2013 - 45 -

Norfolk Rural Development Strategy Dataset 2013

This data shows all Norfolk’s districts with the exception of Norwich in the bottom 1/3rd of districts nationally for the proportion of census returns made online. At the extreme the rate in North Norfolk was the third lowest out of 348 districts in England and Wales, and Kings Lynn and West Norfolk was in the bottom 10% of districts on this measure. Possible reasons for the low rate in Norfolk’s rural and coastal areas are believed to be a combination of: • poor accessibility to the internet due to low bandwidth speeds; • the relatively high proportion of elderly residents in many rural areas; • low qualification levels and internet skills amongst the adult population. Clearly increasing broadband speeds would help to increase use of the internet, but without also tackling digital literacy and making people in rural Norfolk feel comfortable with accessing online services, it is likely that takeup rates for digital services will remain low in Norfolk’s rural areas.

Mobile telephony and data services In addition to broadband coverage accessibility to mobile phone signal is of growing interest to rural people and businesses for both economic and social reasons. Mapping of 2G and 3G coverage shows major differences between urban and rural areas across England in terms of the number of providers with coverage. In areas not covered by all providers, this means that those who are mobile for their work e.g. delivery drivers, farmers, care providers may need more than one phone or SIM card to be able to remain in contact. The same can apply to tourists who may find that access to local information is restricted in rural areas if they are in a ‘notspot’ for the network to which they subscribe.

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Map G) Coverage of 2G and 3G mobile phone networks 201274

These maps show that: • for 2G services most of rural Norfolk is covered by at least 2 out of 4 network providers, with approximately half of the county covered by all 4 providers. However, this still implies that many mobile phone users in rural Norfolk will experience a loss of signal as they travel across the county. • the position for 3G services is much worse (3G is needed to access most data services). Across rural Norfolk most of the area only has coverage from one provider with an area in North Norfolk having no coverage.

74 Ofcom (2013), www.stakeholders.ofcom.org.uk norfolk rural development strategy dataset - final 23rd september 2013 - 47 -

Norfolk Rural Development Strategy Dataset 2013

Access to Services Access to services has been covered in detail in Oxford Consultants for Social Inclusion (OCSI) reports produced for Norfolk Rural Community Council (Norfolk RCC) and the County Council in 2011. The suite of reports includes: • The Rural Economy:

75 o In Norfolk o At district level for every district with a significant rural population (including Great Yarmouth)76 • Deprived rural areas in Norfolk77 • Access to services in Norfolk78 The access to services report shows that rural Norfolk access to services within 2km is (see table below for details): • significantly better than the England rural average for one service: access to a job centre within 2km - rural Norfolk (12%) compared to the rest of rural England where the average rate is only 4%; • close to the England rural average for four services: a bank or building society (34%); post office (86%); primary school (86%); secondary school (32%); • significantly worse than the England rural average for seven services: cashpoint; dentist surgery; GP surgery; principal GP surgery; supermarket; petrol station; public house. The overall picture is therefore that rural Norfolk has more challenges with accessing services, not only compared to those in urban areas of Norfolk, but also compared to people living in other rural areas of England. This means that service providers have to consider carefully how to configure service delivery in rural Norfolk to ensure that problems with accessibility are not exacerbated by service delivery decisions. As more services are provided remotely the need to close the digital divide in rural Norfolk also becomes more pressing. As the rural Norfolk population continues to age rapidly the challenge of poor service provision will increase. Those most in need of local services, the older elderly, often do not drive or have access to private transport and this will place more pressure on service providers to consider innovative service provision or transport solutions to bridge the gap in accessibility this growing section of the rural population will face.

75 OCSI, Norfolk RCC (2011), The Rural Economy in Norfolk, Final Report v1.3 March 2011 76 OCSI, Norfolk RCC (2011), The Rural Economy in [district series], Final Report v1.3 March 2011 - these are available for the following districts: Breckland, Broadland, Great Yarmouth, King’s Lynn and West Norfolk, North Norfolk, South Norfolk 77 OCSI, Norfolk RCC (2011), Deprived rural areas in Norfolk, Final report v1.1 March 2011 78 OCSI, Norfolk RCC (2011), Access to services in Norfolk, Final report v1.1 norfolk rural development strategy dataset - final 23rd september 2013 - 48 -

Norfolk Rural Development Strategy Dataset 2013

The access to services report covers a wide range of services which are summarised below for the whole of rural Norfolk

Table 31. Distance to services Service type Rural Percentage of households Norfolk within the stated distance to compared the closest service provided to Rural Rural Norfolk Rural England England Bank or building society within 2km 34% 35% Cashpoint within 2km 60% 72% Post Office within 2km 86% 85% Dentist surgery within 2km 37% 40% GP surgery within 2km 52% 58% Principal GP surgery within 2km 44% 51% Primary school within 2km 86% 88% Secondary school within 2km 32% 32% Job centre within 2km 12% 4% Supermarket within 2km 32% 43% Petrol station within 2km 49% 56% Public house within 2km 84% 91% Key: Green = Significantly better than England Average; Amber =Not significantly different from England Average; Red = Significantly worse than England Average

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Norfolk Rural Development Strategy Dataset 2013

Environment and Quality of Life There are over 1,300 County Wildlife Sites (CWS) in Norfolk. They support a wide range of biodiversity, including many priority habitats and species identified by the UK Biodiversity Action Plan. Together with Sites of Special Scientific Interest (SSSIs), they are the most important areas for wildlife in the county.79 In addition rural Norfolk has areas designated as Heritage Coast, Areas of Outstanding Natural Beauty (AONBs) and hosts the only wetland focused National Park in England in the Broads.

Map H) Map of Landscape Designations80

Norfolk has been innovative in developing environmental land management with Environmentally Sensitive Areas (ESAs) originally being developed in the Norfolk Broads, being the forerunner to many subsequent schemes including Countryside Stewardship in the 1990s and more recently the development of Agri-Environment Schemes. Not surprisingly the takeup rate for Agri-Environment Schemes has been high in Norfolk compared to many other areas (see map below). The current programmes are (but are subject to change due to CAP reform in 2014): • Entry Level Scheme (ELS) • Organic Entry Level Scheme (OELS) • Higher Level Scheme (HLS)

79 http://www.norfolkbiodiversity.org/countywildlife/ 80 Norfolk County Council, Landscape designations, Planning and Transportation GIS norfolk rural development strategy dataset - final 23rd september 2013 - 50 -

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Map I) ELS/OELS take up rates across England 200881

West, North and Mid Norfolk in particular have high rates of takeup of ELS and OELS, with the rate in the Broads being notably lower due to the presence in this area of many Countryside Stewardship and ESA agreements which are now being transferred across in most cases to HLS agreements. In total these agreements are worth (including woodland payments) nearly £20m per annum as shown in table 8.1

Table 32. RDPE Environmental Funding (Norfolk) annual data 2012/1382 Scheme type Agreement Area of land (ha) Funding in Year (£) number Area Organic (O)ELS HLS First Total First Area First Year Year Value Year Value Value Entry Level 1,086 178,314 0 4,945,545 0 4,945,545 Stewardship Entry Level plus HLS 429 111,702 0 2,899,274 9,294,605 12,193,879 agreement Higher Level 87 4,721 0 0 1,213,464 1,213,464 Stewardship (HLS) Organic Entry Level 12 3,911 1,125 153,142 £0 153,142 Stewardship Organic Entry Level 15 8,540 3,334 £289,028 £438,509 727,536 plus HLS Total Natural 1,629 307,190 4,460 8,286,988 10,946,577 19,233,565 England Forestry Commission - 284 12,413 - - - 207,000 annual estimate* Grand Total 1,913 319,603 4,460 - - 19,440,565

With Norfolk having an area of 550,000ha this means that 58% of the total Norfolk area (including towns and urban) was covered by either a Natural England or Forestry

81 DEFRA (2013), Observatory Monitoring Framework, indicator A3 82 Natural England (2013), unpublished data norfolk rural development strategy dataset - final 23rd september 2013 - 51 -

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Commission land management agreement. For farmland the rate rise to over 70% and is one of the highest in the country. Woodland Grants* In Norfolk in the 5 years from 2008 to 2012 the Forestry Commission provided £1,035,386 to support woodland grants in the Woodland Grant Scheme. Older schemes for woodland management are often integrated into HLS. The Forestry Commission investment is estimated to lead to an additional private sector matched funding of £501,100 (based on assumptions below): • that all of the area receiving Woodland Improvement Grant is thinned once at an average of 30 tonnes per hectare; • all areas in receipt of Woodland Regeneration Grant was clear felled at an average of 300 tonnes per hectare. This would generate an estimated 260,300 tonnes of timber extracted, with a gross roadside value (as firewood at £40/tonne) of £10,413,300. Birds Birds are often used as an indicator of environmental health and on this measure Norfolk generally scores well, with parts of South Norfolk in the highest bracket for bird density as shown below.

Map J) Bird density per square kilometer

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Norfolk Rural Development Strategy Dataset 2013

This rural landscape diversity in Norfolk is vital to biodiversity with Norfolk having, with 88% of birds on the national bird list having been recorded in Norfolk, 59% of the national moth list and 36% of all BAP species83. Norfolk has a number of distinctive landscape character areas as defined by Natural England based on work originally undertaken by the Countryside Agency

Map K) East of England National Character Area map84

46. The Fens 76. North West Norfolk 77. North Norfolk Coast 78. Central North Norfolk 79. North East Norfolk & Flegg 80. The Broads 82. Suffolk Coast & Heaths 83. South Norfolk & High Suffolk Claylands 84. Mid Norfolk 85. The Brecks

Reports on National Character Areas are available for distinctive landscapes such as the Broads from Natural England

Quality of Life Quality of life is a complex concept, but one which is receiving more attention in relation to policy making. It includes many factors from environmental factors to crime and links back to issues such as education, employment and health above. Rural Norfolk scores well for tranquillity compared to much of England, but as the map below shows, even in Rural Norfolk roads can have a significant impact on tranquillity with only a few areas in the lowest (dark green) designations for the impact of noise. The map also clearly shows the major towns and access routes as areas with lower tranquillity scores.

83 Norfolk Biodiversity Information Service (2009), Norfolk Biodiversity Action Plan Species Data Audit 84 Natural England norfolk rural development strategy dataset - final 23rd september 2013 - 53 -

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Map L) Tranquility map of Norfolk85

Rural Crime Rural Norfolk is also amongst the safest places to live with rural areas in the County recording lower levels of crime than the Norfolk average in a county which is itself one of England’s safest. The UK Peace Index86 published in 2013 ranked Broadland as the most peaceful district in the country, with the whole of rural Norfolk being in the safest category with recorded crime rates per 1,000 population also below that found in much of rural Suffolk, Lincolnshire and other similar counties. However, in common with other areas the perception of crime is often higher than the reality, and policy must recognise that crimes such as anti-social behaviour can lead to people, particularly the old or vulnerable, feeling at risk.

Conclusions on Environment and Quality of Life Service accessibility in rural Norfolk is challenged by poor transport, long distances to service access points and poor digital connectivity. As services change and develop it is essential for service providers to consider the impact of change on rural communities. Rural Norfolk has a high quality environment which is important to its quality of life. With a diversity of landscapes and biodiversity the natural environment supports many other sectors in Norfolk including tourism and provides the eco-system services on which many other businesses and communities depend.

85 Norfolk LDF, http://norfolk.jdi-consult.net/ldf/readdoc.php?docid=1&chapter=12 86 Institute for Economics and Peace (2013), UK Peace Index: measuring the level of peacefulness in the UK from 2003 to 2012 norfolk rural development strategy dataset - final 23rd september 2013 - 54 -

Norfolk Rural Development Strategy Dataset 2013

EU Funding in Rural Norfolk for Socio-Economic Projects Rural Norfolk has been successful in the current EU programme period in attracting significant EU supported investment, with: • RDPE investments funded directly by EEDA/DEFRA • 1 Leader Groups (LAGs) entirely in the county (Norfolk Coast and Broads), and 3 more (Brecks, Fens Adventurers and Waveney Valley) being partly in the county; • Woodfuels East and the Wild Venison Project; • One of only 6 Fisheries LAGs nationally on the North Norfolk Coast; • Landskills East based in the county. It is challenging to be definitive on total funding received as some programmes do not split their spend down by county, and some LAG projects cross county boundaries.

Table 33. RDPE and European Fisheries Fund Socio-economic funding (2007-13) Funding Source Projects in EU Invest Private Total Invest % grant Norfolk (£) match (£) (£) RDPE (EEDA/Defra) direct 52 5,855,591 13,620,419 19,476,010 30% funded*87 Brecks LAG**88 16 1,458,000 3,678,000 5,163,000 28% Norfolk Coast & Broads 46 2,449,704 4,118,385 6,568,089 37% LAG (Norfolk Lags 2013) Waveney Valley LAG* 28 1,285,000 1,596,000 2,881,000 47% (Norfolk Lags 2013) Fens LAG89 6 438,906 1,163,890 1,602,796 27% North Norfolk Fisheries 30 1,280,000 1,120,000 2,400,000 40% LAG (FLAG)90 Forestry Commission Wild 10 50,730 135,000 185,730 27% Venison Project91 Landskills East*** N/A 1,720,000 730,000 2,450,000 70% Total 2007-2013 188 14,569,300 26,163,000 40,725,730 36% programme spend

‘*’ DEFRA direct expenditure on 52 RDPE supported projects was focused on: • Arable farms 23, Horticulture 1, Livestock 21, Contractors 2, Food 3, micro businesses 1, rural community 1 • Water (reservoirs) was the largest category with 10 projects

87 DEFRA RDT team (2013), unpublished data as requested 88 Norfolk LAGs co-ordinator (2013), unpublished data as requested 89 Fens LAG co-ordinator (2013), unpublished data as requested 90 FLAG is only just beginning and therefore the data is projected 91 Forestry Commission (2013), unpublished data as requested norfolk rural development strategy dataset - final 23rd september 2013 - 55 -

Norfolk Rural Development Strategy Dataset 2013

• 8 projects were in the Brecks, 4 in Broadland, 2 in Gt Yarmouth (district), 17 in Kings Lynn and West Norfolk, 6 in North Norfolk and 12 in South Norfolk ‘**’ = estimated based on project split as some projects cross the county boundary and the data to split Norfolk projects out is not readily available, based on 80% of Brecks investment in Norfolk and 64% for Waveney Valley ‘***’ = Landskills East was a £6.12m scheme administered from Norfolk with a defra grant of £4.30m, but which delivered across the East of England. An estimated 40% of its delivery was for Norfolk based companies and their staff

norfolk rural development strategy dataset - final 23rd september 2013 - 56 -