90% of the GB population live in urban areas so Posterscope commissioned an Insight project surveying 3,500 respondents from 5 major GB conurbations to gain insight into city life.

1. Geography of Time
“Social Cities”
Posterscope UK
21/03/2013

2. The Geography of Time
“The primary purpose of this project is to develop a
better understanding of life in Britain’s conurbations.
We aim to capture an array of indicators as to the
quality, texture and variety of contemporary life ....
with a view to anticipating future developments”
Partners: Kellogg‟s, Metro, Nokia, Posterscope
Consultancy: The Trajectory Partnership
Conurbations: Birmingham, Cardiff, Glasgow, London, Manchester

3. A quick recap
Project methodology
Stage 1
Desk research
Review of all publicly available social, cultural and economic
analyses with a specific focus on time use analysis
Stage 2
Quant survey
Robust 30 minute survey of 3500 adults across five cities:
London, Manchester, Birmingham, Glasgow, Cardiff
Stage 3
Granular time use analysis
University of Oxford Centre for Time Use Studies

4. The Importance of cities is growing
Urbanisation over the last 70 years
United Kingdom United States Brazil Germany France
100
90
80
70
60
50
40
30
Source: World Resources Institute

5. National Well Being – Social is Paramount
INDIVIDUAL WELL-BEING
People‟s own assessment of
their own wellbeing
Health Personal
(Physical/Mental) Finance
FACTORS EFFECTING
INDIVIDUAL WELL-BEING Education/Skills
Where we live Our Relationships
What we do
Natural
Governance Environment
CONTEXTUAL DOMAINS
The Economy
What we do – Work & Leisure balance
Where we live – Homes, local environment, community, facilities
Our Relationships – With family, friends and community
Source: Office of National Statistics “Measuring National well Being” Oct 2011

6. “Social Cities”
What We Do
– Work Life Balance
Where we Live
– Our Cities and Facilities
Our Relationships
– Community, Friends & Family

7. What we do
- Work Life Balance

8. Our time is split between Work, Household and
Leisure ...
90
80
70
60
% 50
40
30
20
10
0
Have you done any of the following in the last month?
Source: Geography of Time 2011

9. In 1974 the separation between work &
leisure was distinct ... Today, the
boundaries are more blurred
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )

10. For example ... Official mealtimes at lunch are
increasingly a thing of the past
In 1974, In 2011,
1 in 4 people were eating lunch at no more than 11% of people
12:30 were having lunch at the same time
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )

11. And we don’t stop for lunch anymore ...
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )

12. We’re also more likely to work throughout the
day at the weekend now ...
Source: BBC Daily Life 1974, Trajectory Time Use Consortium 2011 (Geography of Time )

13. But ... Time-saving devices mean people have
more time to spare
Minutes per day spent on various activities
120 Women 1961 Women 2001 Women 2011 Men 1961 Men 2001 Men 2011
100
100
87
80
71
59 57
60
41
40
30 32
26 25
22 23
20
0
Cooking Cleaning, laundry
Source: Jonathan Gershuny, BBC, ESRC, ONS

14. And we utilise our time by multi-tasking
... Mobiles being perceived as very useful when commuting
Having my mobile with me was useful during this activity
Travel to work 19
Walking around sight … 13
Going to a Nightclub 11
Going to Sporting … 11
Drink in a Coffe Shop 10
Clothes Shopping 9
Drink in a pub/bar 8
Household shopping 8
Grocery Shopping 7
Gallery/Museum 6
Played Sport 6
Eat in a restaurant 5
Cinema 5
Theatre 5
Library 4
0 2 4 6 8 10 12 14 16 18 20
Which, if any, of the following statements would you use to describe the last time you ... ?
Source: Geography of Time 2011

15. Enjoyment is directly linked to speed of life
The less rushed people feel, the more they enjoy the day
Whether rushed on day
Whether generally rushed
5.8
5.6
Enjoyment
5.4
5.2
5.0
4.8
4.6
Often felt rushed even to do Sometimes felt rushed Almost never felt rushed
the things you had to do
Source: Geography of Time 2011

16. And as “Social beings” .... Leisure and
Communication are the most enjoyed activities
7.0
6.5
6.0
5.5
Enjoyment
5.0
4.5
lower 95%
4.0
upper 95%
3.5 Mean
3.0
2.5
Source: Geography of Time 2011

17. Functional activities are predominantly done
alone, whilst social activities by their very nature
with others
140 Alone My partner/spouse/boyfriend/girlfriend Close friends Close family Work colleagues/acquaintance
120
100
80
60
40
20
0
Thinking of the last time you did the above which of the following best describes your relationship to the
person/people you were with while doing this activity?
Source: Geography of Time 2011

18. Travel to work is habitual and easy
It was an enjoyable experience It was an easy experience
It was an unpleasant experience It was a challenging/difficult experience
Having my mobile with me was useful during this activity
Total
Cardiff
Glasgow
Birmingham
Manchester
London
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Which, if any, of the following statements would you use to describe the last time you travelled to work?
Source: Geography of Time 2011

19. Enjoyment increases as the day progresses
and is highest at weekends
6.3
As expected enjoyment is highest at weekends and evenings
6.1
Weekday Saturday Sunday
5.9
5.7
Enjoyment
5.5
5.3
5.1
4.9
4.7
4.5
18:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
9:30
7:00
7:30
8:00
8:30
9:00
Source: Geography of Time 2011

20. Where we Live
- Our Cities and Facilities

21. A cities Identity is unique
London Manchester Birmingham Glasgow Cardiff Total
70
60
50
40
30
20
10
0
Which of the following makes the greatest contribution to your city‟s identity? (Choose up to 3 answers)
Source: Geography of Time 2011

22. And generally the perception of city centres is
improving ...
London Manchester Birmingham Glasgow Cardiff Total
100
90
80
70
60
50
40
30
20
10
0
It's more of a It's become It's more There are more There's a better There are more Transport
pleasure to visit more safe & suitable for a opportunities for range of shops pedestrian facilities are
secure pleasant day out leisure areas better
In terms of visiting the city centre, how much do you agree or disagree about how it might have
changed in the last 5 years ...
Source: Geography of Time 2011

23. And there are opportunities for brands in the
provision of public spaces
Temporary interactive brand experiences 8
Providing out of home internet connectivity for all 27
Provision of information/enquiry/customer service points 27
Live entertainment 34
Promoting community activism and volunteering 43
Provision and maintenance of leisure facilities 50
Provision and maintenance of public spaces 54
0 10 20 30 40 50 60
Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or
through sponsorship as a way of giving something back to the community: (MC)
Source: Geography of Time 2011

24. Consumers are particularly satisfied with the
shopping facilities in each of their respective cities
Excellent Good Fair Poor
Shopping Facilities
Arts/Cultural Facilities
Pubs/Bars/Restaurants
Universities/Colleges
UK Transport links
Global transport links
Nightlife
Public Spaces
Leisure Facilities
Local media
Public Transport
Medical Services
Schools
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Please state whether you consider TOTAL services to be...
Source: Geography of Time 2011

25. Leisure facilities are considered to be the best
features of most cities
58% go „shopping for pleasure‟ at least 1-3 times per month
88% agree that their last clothes shopping trip was enjoyable or easy
80 London Manchester Birmingham Glasgow Cardiff Total
70
60
50
40
30
20
10
0
Please state which is the BEST feature of YOUR city* (3 answers from list)
Source: Geography of Time 2011

26. But the cost of Leisure is increasing ... providing both
challenges to consumers and opportunities for brands
% Agree Mar 2002 Mar 2011 Mar 2012 1 year 10 year
£ £ £ % change % change
Football Tickets £17.22 £44.05 £48.90 11% 184%
Car Fuel £51.31 £93.03 £96.95 4.2% 89%
Train Ticket £14.55 £22.24 £23.38 5.1% 61%
Gym £24.94 £35.65 £36.65 3.3% 48%
Theme Parks £27.20 £38.66 £39.64 2.5% 46%
Cinema £4.29 £6.06 £6.24 3% 46%
Eating Out £14.12 £19.35 £20 3.4% 42%
TV (e.g. Virgin, Sky) £32.88 £44.91 £45.75 1.9% 39%
Take away £8.15 £10.80 £11.12£ 3% 36%
Gardening £15.35 £15.90 £17.90 12.6% 17%
CPI INFLATION 3.5% 29%
= 2-1 Leisure Tickets 85% say reason to Interact with poster is
= Subsidised Travel to download vouchers/special offers
Source: HBOS report

27. People would particularly like to see companies
involved in the provision of Leisure
Temporary interactive brand experiences 8
Providing out of home internet connectivity for all 27
Provision of information/enquiry/customer service points 27
Live entertainment 34
Promoting community activism and volunteering 43
Provision and maintenance of leisure facilities 50
Provision and maintenance of public spaces 54
0 10 20 30 40 50 60
Thinking about your city or locality what areas would you like to see companies getting involved in, either directly or
through sponsorship as a way of giving something back to the community: (MC)
Source: Geography of Time 2011

28. And we travel various distances for different
leisure activities ...

29. Our Relationships
– Community, Friends & Family

30. Community Spirit could
be better but 2012 has
helped ...
RATE NEIGHBOURHOOD Total London Manchester Birmingham Glasgow Cardiff
AS GOOD/EXCELLENT
FOR ...
COMMUNITY SPIRIT 37% 35% 40% 35% 41% 38%
AS A CLOSELY KNIT
COMMUNITY 31% 27% 30% 30% 35% 37%
BEING FRIENDLY 56% 49% 60% 55% 61% 66%
GOOD FOR MEETING
PEOPLE MAKING 33% 30% 34% 34% 38% 34%
FRIENDS
LOTS OF THINGS
TO DO 31% 34% 28% 30% 32% 30%
Source: Geography of Time 2011

31. And Locality and Neighbourhoods are
important to people ...
% Agree Total London Manchester Birmingham Glasgow Cardiff
Feel like they belong to
this neighbourhood
53% 51% 57% 48% 56% 57%
The friendships
/associations with other
people in neighbourhood 44% 43% 45% 41% 44% 45%
mean a lot
If needed advice about
something could go to
someone in 43% 41% 45% 44% 41% 46%
neighbourhood for help
Would be willing to work
together with others on
something to improve 67% 69% 64% 69% 64% 70%
neighbourhood
Think of myself as similar
to the people who live in
this neighbourhood 50% 46% 52% 48% 52% 58%
Source: Geography of Time 2011

32. 6 in 10 of us talk to our neighbours once a week
... Yet the relationships are often superficial
The average number of neighbours for the following:
• Know to say hello to – 8
• Know by name – 6
• Could help when you are away – 2
• Socialise with - 1
Source: Geography of Time 2011

33. Therefore we often travel to meet up with
friends and family
Source: Geography of Time 2011

34. Despite Online Social Networking ... Social is still
local with technology enabling us to meet up
more often
60% people have a
significant proportion
(all/most/some) of their
online friends living „locally‟
57% see their online
friends that live „locally‟
on a weekly basis
Source: Geography of Time 2011

35. And Technology is a Real World Social Enabler
60%
50%
% Reach of Socialising OOH
40%
30%
49%
20% 43%
31% 33%
10%
0%
0-50 51-250 251-500 500+
Socialising OOH = Socialising & (Travelling/Elsewhere outdoors
/cafe/gym/pub/restaurant/shopping mall/supermarket)
Source: Touchpoints 2012