Bridging NewcastleGateshead
Work here, like to live here?
Survey Findings and University
Alumni Study (Graduates)
December 2007
Private and Confidential
DTZ
No. 1 Marsden Street
Manchester
M2 1HW
Contents
Page
1.
INTRODUCTION ................................................................................................... 1
2.
THE SURVEY RESPONDENTS ................................................................................... 3
3.
TARGET GROUPS ............................................................................................... 18
4.
KEY MESSAGES.................................................................................................. 52
Appendices
A.
SUMMARY TABLES AND MAPS
B.
ORGANISATIONS THAT TOOK PART IN THE RESEARCH & KEY STAKEHOLDERS
This document should be read alongside a complementary report looking at workers
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
1.
Introduction
Aims and objectives
1.1
This report presents findings from two surveys DTZ undertook on behalf of Bridging
NewcastleGateshead (BNG). The main objective of the surveys was to provide
information to help BNG attract and retain more residents, in this case graduates.
1.2
The study is the second phase of DTZ’s work with BNG, the first stage1 being
collation of existing ‘baseline’ information about the housing needs and regeneration
implications of students and graduates in the area. This phase of the assignment is
dedicated to exploring new avenues of information, and has been undertaken
through two surveys:

Graduate survey: a survey of the alumni of Newcastle and Northumbria
Universities. In the case of the alumni survey, contact was made with the
alumni offices of Northumbria and Newcastle Universities, who both agreed to
take part. The worker questionnaire was used as the basis for the housing
needs questions and were developed taking into account the more diverse
circumstances that alumni could possibly experience if, for instance, they had
left the area, or indeed the country. At Newcastle University the link to the
survey was sent out to a large group of alumni identified from the database as
largely still being based in Newcastle and a smaller sample of others based in
the UK. At Northumbria, the link was included in an online newsletter which
was disseminated to alumni in the UK and overseas.

Worker survey: a survey of the housing needs and aspirations of people
working in Newcastle and Gateshead (for this report, focussing on those who
classified themselves as graduates).
1.3
This report considers the needs, aspirations and perceptions of graduates
and reports on findings from both the graduate survey and from those
workers who responded to the worker survey that are also graduates. A
total of 225 alumni took part in the survey, and the results of this survey have been
combined with that of the 1,168 graduates from the workers’ survey, and reported in
this, the graduate report. 1,393 respondents are contained within the
graduate report.
1.4
The main outputs of these surveys will respond to BNG’s need to understand local
housing needs and to provide market intelligence to support BNG in providing the
right type of housing in the right place, at the right cost and the right time to retain
and attract people, who live, study or work in NewcastleGateshead.
1
Baseline Review, 2007
1
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Survey method
1.5
The surveys have been a triumph of collaboration and goodwill between the
stakeholders and those working in the public and private sectors within Newcastle
and Gateshead. The surveys were initially developed by DTZ taking into account the
information requirements identified in the first phase of the study, and supplemented
with a series of housing needs assessment questions. The draft surveys were then
reviewed with the stakeholder group, and uploaded into the online survey
mechanism, Survey Monkey. Once uploaded, a wide stakeholder group piloted the
surveys and then links were circulated to local workers and alumni as appropriate,
with the aid of the universities and a range of public and private sector bodies (see
Appendix B)2.
1.6
It is important to note that the methodology, via online surveys, meant that workers
or graduates without access to a computer were obviously excluded from the study.
Structure of the report
1.7
This report reflects the results of the graduate survey – including alumni and
graduate workers. The results will breakdown into the following sections:

An overview of the results from all respondents – who took part, their housing
needs generally, their perspectives on the pathfinder area.

A profiling exercise which looks in detail at the characteristics, housing needs
and aspirations of a set of target groups of graduates who responded positively
to the prospect of living in the pathfinder area or the housing offer that BNG is
developing.

Outcomes and recommendations.
1.8
The report is intended to be a short and strategic paper, highlighting the key findings
of the graduate survey. It is supported by a database of results, analysed to some
degree, and provided in Excel format for the use of stakeholders interested in sub
themes within the results.
2
Additionally SMEs (businesses with less than 249 employees) who are based in managed
workspace and incubator facilities provided by the local authorities were asked to take part by
the two councils.
2
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
2.
The Survey Respondents
2.1
A total of 1,393 graduates responded to the online surveys. Figure 2.1 shows where
the 664 who gave their 4-digit postcode currently live. As expected the catchment
area for those working in the conurbation is large, however residential hotspots for
graduates exist mainly in Newcastle - in NE3 (broadly: Jesmond, Gosforth) and NE6
5 (Heaton). The spread of graduates across the postcodes is very wide, with a
representation in Gateshead, but the eastern segment of the Newcastle Pathfinder
area represents an area less likely to be inhabited by graduate respondents.
Figure 2.1: Respondents by postcode in the North East3
2.2
3
Respondents to the worker survey were asked whether they work in the public or
private sector. 78% (918 of 1,168 graduates) work in the public sector, with 19% of
respondents in the private sector (only 3% did not reveal which sector they work in).
Alumni were asked a more detailed question about their occupation. Table 2.1 shows
the results.
Detailed maps can be found in the appendix
3
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Table 2.1: Industry vs Occupation code - Alumni
Professional
Technical
Clerical/
secretarial
Sales
Personal
service
Other
Other
23%
4%
9%
1%
1%
0%
3%
Education
10%
0%
2%
1%
0%
0%
1%
Health, social work
8%
Public administration
3%
Construction
4%
Manufacturing
2%
Banking, insurance
1%
Power, water supply
2%
Wholesale, retail
1%
Agriculture, hunting,
1%
forestry, fishing
Real estate
2%
Transport, storage,
distribution
1%
Hotels, restaurants
1%
Base: 189 of 225 alumni who responded to
2.3
Manager
0%
2%
0%
0%
0%
0%
2%
1%
2%
0%
1%
0%
2%
1%
1%
3%
0%
1%
2%
0%
0%
0%
0%
0%
0%
0%
0%
1%
0%
1%
0%
0%
0%
0%
0%
1%
0%
0%
0%
0%
1%
0%
0%
0%
2%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
0%
0%
this question
1%
0%
0%
0%
0%
0%
0%
0%
Figure 2.2 shows the education institutions attended by the graduates that answered
the workers survey – bearing in mind that some respondents will have attended
more than 1 institution more recently and some quite some time ago.
Figure 2.2: Where did you study for your degree(s)?
26%
23%
Northumbria University
Newcastle University
Yorkshire and Humber
8%
Sunderland University
North West
Midlands
23%
6%
5%
5%
4%
Durham University
Other
Base: 1,168 responses
2.4
In the Baseline Review (2007), issues of graduate retention were explored. One of
the indicators used in the analysis looked at how a graduate had come to be based
in a particular region. The original research was undertaken by Prospects, the
graduate advisory website, and the same analysis has been undertaken in the
graduate survey, as shown in Table 2.2. The graduate survey has shown (as with the
worker survey) a more diverse pattern of graduates than the results of the prospects
survey.
4
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Table 2.2: Prospects Graduate Types
Loyals
North East (prospects)
Graduate survey
(Base 1,066)
Returners
Stayers
Incomers
(Students from (Students who (Students not
(Graduates
the region,
returned home from the region, attracted to the
studying and
after study
staying in the
region, no
remaining in the outside their
region)
previous links)
region)
home region)
59%
18%
16%
7%
45%
18%
22%
15%
2.5
Graduate retention was raised in the previous report as a particularly important issue
to the economic and housing development in the region. The alumni survey asked
respondents if they still lived in the region, and if not, where they lived and why they
had left. Of the 225 alumni who responded to the survey, 98 (43%) had left the
North East. Of those 98, 69 (70%) left the North East due to their career. Only
8 (8%) of them left due to family and the remaining 21 (21%) due to other reasons,
but mainly citing a combination of career and family or personal desire to live
elsewhere as reasons. Survey respondents who had left the North East were asked
what factors would tempt them to move back to the region – the over-riding theme
in the open text responses focussed on the availability of work/career opportunities
for themselves or their partners. Employment opportunities are therefore one of the
primary drivers in graduate housing decisions.
2.6
Figure 2.3 shows the age breakdown of respondents to the graduate survey. The
working graduates represent 84% of respondents, thus having an effect upon the
average age of respondents.
Figure 2.3: Age Breakdown of Respondents
600
Respondents
500
400
300
200
100
0
23-26
27-30
31-35
36-39
40-49
50-59
60+
Blank
Age Range
Base: 1,393 respondents
5
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Views on the Pathfinder
2.7
The surveys elicited the views of graduates about the BNG area. When asked if BNG
was improving, importantly 65% of respondents said that they didn’t know, raising
the key issue of a general lack of awareness of activity in the area by the working
population reached by the survey. Some neighbourhoods were known better than
others, and the perceptions expressed about neighbourhoods are illustrated in Figure
2.4. It is clear that there is still a lot to do to improve perceptions of many parts of
the BNG area.
Figure 2.4: Perceptions of change in the Pathfinder neighbourhoods
Saltwell
Dunston
Kenton
Fenham
Felling
Pelaw and Heworth
Bensham
Teams
Wingrove
Byker
Walkergate
Fawdon
Walker
Scotswood
Arthurs Hill
Gateshead Town Centre
Blakelaw
Benwell
Deckham
Elswick
-100%
-80%
-60%
Not Improving
-40%
-20%
0%
20%
Perception of Area
Don't know responses removed
40%
60%
80%
100%
Improving
Base: 647 respondents to the worker and alumni surveys who expressed opinions
2.8
Interestingly, 197 respondents (14% of 1,393) already live in pathfinder
neighbourhoods, and of these 59% are planning to move in the next 5 years. By way
of comparison, 54% of people who don’t live in the pathfinder will consider moving
in the next 5 years. Compared to all workers, graduates have a higher
likelihood of moving generally.
2.9
Top locations for those graduates living in the pathfinder area now, and for those
who wish to live there in the future are shown in Table 2.3.
6
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Table 2.3: Top 3 pathfinder locations
Residents Now
(197 pathfinder residents of 1,393)
Fenham & Wingrove
Bensham, Saltwell and Lobley Hill
Kenton & Blakelaw
2.10
Future Potential Residents
(140 respondents who would like to move to
the pathfinder of 711 respondents likely to
move generally)
Fenham & Wingrove
Bensham, Saltwell and Lobley Hill
Pelaw and Heworth
There are a number of common reasons behind the decision to move away from the
house that respondents are currently living in, whether it be bought or rented. Figure
2.5 shows these common reasons, but also highlights the nuances in response for
those residents in the pathfinder area against all respondents. The main message
derived from the analysis is that while the pathfinder houses are more affordable
than in the whole of Newcastle and Gateshead, graduates perceive them to be based
in less attractive locations, and have less garden space associated with them.
Figure 2.5: Main reasons graduates are thinking of moving house in the next 5
years
% Respondents likely to move
in next 5 years
35%
30%
25%
20%
All
15%
Pathfinder
10%
5%
0%
More
attractive
location
Larger
property
Would like a Get on the
(larger)
property
garden
ladder
Base: 704 respondents, including pathfinder residents, likely to move in next 5 years
2.11
Looking to reasons why people would like to live in the pathfinder, some themes are
evident from the open text responses of the respondents.
From graduates not living there now, but would consider living there:

If the surrounding area was sufficiently regenerated

If perceptions of safety/antisocial behaviour were alleviated

As relatively more affordable

House types - good quality refurbished older homes are popular

As there is a sense of community.
7
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
2.12
2.13
Equally there are some common reasons why graduates who are not currently living
in the pathfinder neighbourhoods are not considering moving there:

Social problems/Crime/Reputation/Safety

Transport links

Too far away from family and friends

Perceived lack of open/green space

Would like a more rural setting/near to the coast.
Respondents were asked if any of the interventions planned through BNG and their
partners would be more likely to attract them to live in the area. The interventions
likely to have the strongest effect were those that sought to improve the areas and
to build new homes close to community facilities.
Figure 2.6: Interventions most likely to change perceptions, improve reputation,
improve the BNG area
Work to improve the reputation of the area (lower crime rates, etc)
Whole street improvement schemes
Large, new, good quality housing developments with new schools
and shops
Less council and housing association housing and more housing for
sale
Greater regulation of private landlords and improvements to private
rented housing
More family housing
Options to buy a share in a new home, by myself or with
partner/friends
More Likely
Less Likely
More council/housing association housing
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% Respondents
Base: 1,239 respondents
8
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Current house type
2.14
Survey respondents were most likely to live in a semi-detached house with three
bedrooms, as highlighted in figures 2.7a and 2.7b. This is one area of the survey
where there were differences depending upon age and personal circumstances, and
these are explored in further detail in Section 3.
500
450
400
350
300
250
200
150
100
50
0
600
Respondents
500
400
300
200
5
4
3
2
0
1
Other
Bungalow
Detached
House
Semi-detached
House
Terraced
House
100
Other
Apartment/Flat
Tyneside Flat
Respondents
Figures 2.7a & b: Current house type of respondents
Number of bedrooms
House Type
Bedroom s
Base: 1,363
2.15
69% of (1,393) respondents owned their house with a mortgage, with only 10%
owning without a mortgage, a further were 14% in the private rented sector, and
2% renting from the council. Respondents were most likely to own their house with
their partner – 50% of total respondents owned their house in this way, with a
further 15% having a mortgage on their own. 2% of respondents had a mortgage
with their parents, 1% in a group and less than 1% respondents had a mortgage
with friends.
2.16
The main reasons for respondents to have chosen their current home are price (47%
against 44% for non graduates), location (47% against 38% for non graduates) and
size/type of property (42% against 40% for non graduates). 21.5% of graduates
would look to be closer to work – a positive finding for BNG considering its ambitions
to link housing developments to employment opportunities in the area. The house
having character was a variable where graduates and non graduates differed in
opinion – 20% of graduates stated this was a factor in choosing their home
compared to only 13% of non graduates.
9
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Figure 2.8: Why did you originally choose your home?
700
600
Respondents
500
400
300
200
100
Close tofriends
Other (please
specify)
Good school
nearby
The garden
Close to
social/leisure
Close to family
The house has
character
Close to work
Good transport
links
Right size/type
Attractive
location
Good
price/affordable
0
Base: 1,393 respondents
The average monthly spend on rent/mortgage payments for graduates generally is
between £400 and £600 per month, peaking in the £500-£599 range. This is affected
by age and the results are described in further detail in the next section. (By way of
comparison, Figure 2.13 in the worker report shows the results for employees that
answered this question.)
Figure 2.9: What would your household be able to spend on rent/mortgage
payments each month?
140
120
Respondents
100
80
60
40
20
1400+
1100-1399
900-1099
700-899
600-699
500-599
400-499
300-399
200-299
0
Less than 200
2.17
Base: 637
10
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
2.18
Survey respondents were asked how likely it is that they will move house or change
tenure in the next 5 years. The chart below reveals that 44% of graduates are not
likely to move house or tenure, with the other 56% either moving and/or changing
tenure. The results also reveal that in real terms, around 51% of respondents (or
665 graduates) are likely to buy a house in the next 5 years. (This chart can be
directly compared to Figure 2.14 in the worker report.)
Figure 2.10: In the next 5 years it is likely that I will…
120%
Respondents
100%
4%
17%
Rent
80%
Buy 1st time
35%
60%
Buy not 1st time
Stay w here I am
40%
44%
20%
0%
Graduates
Base: 1,292
2.19
The top preferred locations in the future are set out in Table 2.4.
Table 2.4: Top 5 locations for the future by conurbation
Conurbation
Newcastle
Neighbourhood
% of
Total responses
conurbation
903
Jesmond & Sandyford
159
18%
South Gosforth
157
17%
North Gosforth (inc. Great Park)
104
12%
High Heaton & Dene
97
11%
City Centre (inc. Shieldfield & Battlefield)
53
6%
Gateshead
310
Low Fell
89
29%
Whickham North
30
10%
Ryton, Crookhill & Stella
20
6%
Bensham, Saltwell and Lobley Hill
18
6%
18
6%
Pelaw and Heworth
Other North East
Other
488
Northumberland
171
35%
North Tyneside
Other
115
205
24%
Base: 707 respondents, 1,906 responses (some chose more than 3 locations)
11
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
2.20
Looking at a subsection of table 2.4 from the perspective of age and lifestyle, it is
clear that the popularity of neighbourhoods varies through life, with the only BNG
neighbourhood to appear in the list (Bensham, Saltwell and Lobley Hill) showing noone from the 36-49 age group, a core group in terms of potential earning and
spending power.
Figure 2.11: Preferences for future location cross tabulated with age
40%
% Responses by Age
35%
30%
19-26
25%
27-35
36-49
20%
50+
15%
10%
5%
Bensham,
Saltwell and
Lobley Hill
Whickham North
Low Fell
High Heaton &
Dene
North Gosforth
(inc. Great
Park)
North Tyneside
South Gosforth
Jesmond &
Sandyford
Northumberland
0%
Base: 931 responses
Choosing a new home
2.21
A number of questions in the survey related to how a person will choose a new
home. This question was asked to those respondents who stated that they are likely
to move from their current home in the next 5 years. Analysing the factors that
respondents looked for in a future home, the most important are mainly related to
space and quality of life factors first, and other practicalities second as illustrated in
the following chart.
12
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Figure 2.12: Please specify what things you would look for in a home
900
800
Respondents
700
Very important
600
Important
500
400
300
200
Open plan space
I don't want to do any DIY
Mobile phone coverage
Energy efficient/carbon
neutral/green design
Lovely view
Garage
Broadband availability
Home that can adapt to my
changing needs
Large rooms
Garden/outdoor space
0
Off road parking
100
Base: 1,365 respondents
2.22
Although some attributes are valued equally between all age groups, there are some
that vary in importance depending upon the age of the respondent, as Figure 2.13
shows. Essentially this is related to lifestyle, with older people valuing garages and
off road parking, and younger people valuing technological attributes such as
availability of broadband and mobile phone coverage.
Figure 2.13: Importance of attributes of houses cross-tabulated against age
% respondents within age group
16%
14%
12%
19-26
10%
27-35
8%
36-49
6%
50+
4%
2%
Open plan
space
no DIY
Garage
Lovely view
Energy efficient
adaptable
home
Mobile phone
coverage
Broadband
availability
Off road
parking
Large rooms
Garden/outdoor
space
0%
Base: 1,365 respondents
2.23
A breakdown of choice factors for graduates against non-graduates has also been
13
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
undertaken to show the differences between the two, as highlighted in the following
chart.
Figure 2.14: Please specify what things you would look for in a home (attributes
which were specified as important or very important, split by graduate and non graduate
responses)
100%
Graduate
Non Graduate
90%
% Responses
80%
70%
60%
50%
40%
30%
20%
Open plan space
I don't want to do
any DIY
Mobile phone
coverage
Energy
efficient/carbon
neutral/green design
Garage
Broadband
availability
A home that adapts
to my changing
needs
Off road parking
Large rooms
Garden/outdoor
space
0%
Lovely view
10%
Base: 1,161 graduate responses, 968 non graduate responses, total 2,141 respondents
2.24
Overall the proportion of responses from graduates which specified that features of a
home were either important or very important exceeded those responses from non
graduates, indicating that graduates are more particular and demanding when
choosing a home. Graduates tend to value gardens/outdoor space, large rooms,
energy efficiency and technical features including broadband and mobile phone
coverage more highly than non graduates. Non graduates value off road parking and
garages, a home that can adapt to changing needs and no need for DIY more highly
than graduates.
2.25
When going about choosing where to live, there are also some common themes.
Graduates were most likely to agree that the environment around the house was
very important in the search. The safety of a neighbourhood was an important factor
when looking for a new home. Respondents also agreed that finding a house near to
some green space and within a reasonable distance/travel time to work was
important. In Figure 2.15 responses of “strongly agree” and “agree” were combined
to sort the chart in order of factors most important in the search for a new home.
14
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Figure 2.15: When I am looking for somewhere to live, ...
Agree
Strongly agree
Lo
ca
la
I l rea
oo
k sur
a t ro
Ic
th un
on
e
si
s a din g
de
r t I pr fet
h
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f t se
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i
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o
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e
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o
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a
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ne
p
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ith der li ke ho
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an
d.
..
Respondents
900
800
700
600
500
400
300
200
100
0
Base: 1,365
2.26
There are some notable variations in the environment that respondents seek when
the results are analysed by age group. The main themes are common to all age
groups, whereas younger respondents were more interested in safety and travel to
work distances than others. They were also more likely to ask others their views on a
neighbourhood (having an impact upon how quickly their perceptions of an area
change). Younger people were less interested in living near green space or living in a
quiet area or finding a house with character. Due to their age, attributes associated
with families were also low on their priorities, whereas the 36-49 age group were
particularly interested in schools, and houses where they could bring up families.
15
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Figure 2.16: When I am looking for somewhere to live,...cross tabulated with age
% Respondents by age group
12%
10%
8%
19-26
27-35
36-49
50+
6%
4%
2%
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Base: 1,365
2.27
The house type that most graduates would choose in the future is a 3 bedroom
semi-detached house 14% of responses (1,608 responses, 661 respondents).
2.28
Overall, graduates responding to the survey stated that they will consider mainly
buying a house with a mortgage shared with their partner (45% of 1,082 responses
from 649 respondents), or alone (24%), or will own the house outright (9%). Less
common options, but ones which may become more popular in the future are using
parents as guarantors (6%), shared ownership (4%), and shared equity (2%).
Summary
2.29
Key implications arising from this section are summarised as follows:

The availability of appropriate job/career opportunities for graduates is the
main reason for graduates leaving the area, and encouraging them to return.

The graduates from the worker survey form the main group of responses in
this report, and therefore there is major crossover between the worker and the
graduate reports in terms of general views. Graduate expectations would seem
16
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
to be higher than the average – and graduates are more likely to move away
from BNG in the future. It would seem that the graduates were more likely to
want to move in order to find a more attractive location and a larger garden for
instance, than workers overall. This may be a factor of their potentially higher
wages and expectations. Graduates were also vocal in expressing how
important they thought a sense of community was in the attractiveness of an
area.
2.30
Some of these indicators used in this section will serve as benchmarks as we look at
subsections of the graduate population locally, and further afield, who are likely to be
retained in and attracted to the BNG area. Section 3 explores these groups in detail.
17
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
3.
Target Groups
3.1
The report so far has presented an overview of the results from all graduate
respondents whilst also outlining a broad picture of who took part, their housing
needs and their perspectives on the pathfinder areas.
3.2
In order to take the analysis a step further a profiling exercise was carried out, which
looked in detail at the characteristics, housing needs and aspirations of graduates
target groups who perceive living in the pathfinder area or the housing offer that
BNG is developing as favourable. This section explores the types of graduates who
are very interested in living in the BNG area, or perhaps in a house like those being
built or refurbished by BNG and its partners.
3.3
The database of 1,393 graduate respondents was therefore divided into target
groups by using the following two questions as filters to identify these people:
3.4
1.
Would you consider living in the following houses?
2.
BNG will be building new, and refurbishing existing, homes in parts of
NewcastleGateshead: Would you consider living in homes like those above if
they were in BNG neighbourhoods, including Scotswood, Bensham and
Walker?
Three core target groups have been identified as a result of the profiling where:

Group 1 are willing to consider moving into a house such as those developed
or refurbished by BNG and partners within the BNG neighbourhoods

Group 2 are willing to consider moving into a house such as those developed
or refurbished by BNG and partners but not within the BNG neighbourhoods

Group 3 are not willing to move into a house such as those developed or
refurbished by BNG and partners but they would consider moving into the
BNG neighbourhoods.
18
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December 2007
3.5
All three of the target groups differ in terms of their size. The relative proportions of
these groups and the dynamics of the remaining graduate database are set out in
Table 3.1.
Table 3.1: Target Groups
Group 1
Group 2
Group 3
Other
Blanks
TOTAL
BNG House
BNG
Neighbourhood
Yes/Maybe
Yes/Maybe
No
No
Yes
No
Yes
No
Number of
Respondents
314
558
5
334
182
1,393
%
22.5%
40.1%
0.4%
24.0%
13.1%
100.0%
3.6
Table 3.1 shows that Group 2 is the largest of the graduate target groups with 558
respondents (40.1%); the types of homes BNG are building and/or refurbishing are
therefore attractive to graduates looking to move. Group 1 comprises 314
respondents (22.5%) and is the second largest target group. This is a very positive
finding given the relatively early stage of the programme. It is important to note
that Group 3 is an extremely small group (5 respondents or 0.4%) when compared
to the other target groups. However besides the group’s relatively small size it is
important to recognise and acknowledge their views and opinions. The relative
proportions of these groups must be kept in mind when looking at the responses in
more detail.
3.7
The three graduate target groups can be arranged into the following matrix format.
BNG House
3.8
Yes
No
BNG Neighbourhood
Yes
Group 1
(22.5% of all
graduate
responses)
No
Group 3
(0.4% of all
graduate
responses)
Group 2
(40.1% of all
graduate
responses)
The remainder of this section explores the three profiles in greater detail – personal
background, current housing situation, future housing situation of the groups and
their perceptions of BNG. Maps showing the respondent densities (by 4-digit
postcode) are also included for the main groups.
19
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December 2007
GROUP 1 - PROFILE - Graduates who would consider living in a home such as those being built/refurbished by BNG
and Partners within the BNG area
Individuals within Group 1 are young (typically aged between 23 and 26 years) and are reasonably well-educated up to at least undergraduate
level. The majority of this loyal4 group are living with at least one other adult and few have children or other dependents within the pathfinder
area. This young urban group are currently living in terraced properties typically sized at 3 bedrooms and are aspiring to buy a larger property
with gardens and outdoor space. There is a significant proportion of first time buyers in this group as well as a significant proportion who are
aspiring to stay where they are in the next five years. Of those that are looking to move out of the BNG areas (popular locations include South
Gosforth and Jesmond & Sandyford) there is an opportunity for BNG to encourage them to continue to look within the pathfinder areas as BNG
are able to offer the characteristics they are looking for in a home, within their budget (£400-£599 per month).
4
Individuals that have grown up, studied and remained in the area.
20
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Live in the
Yes or Maybe
house?
Live in the BNG Yes
areas?
Personal
Statistics
Background
Group 1 consists of 314 respondents - 22.5% of the
total graduate sample size (1,393 respondents)
Comments
Age
35%
Base: 314 respondents. Group 1 comprises of 314
graduates of which the majority are graduates from
the worker survey (92% or 289 respondents). All of
the respondents answered the question on age and
thus provided the age cohort most relevant to them.
In this case the majority of respondents (30.6% or 96
respondents) in Group 1 fall within the 23-26 age
group.
30.6%
30%
25%
21.7%
20%
15.6%
15%
11.8%
9.2%
10%
5%
7.6%
3.2%
0.3%
0%
19-22
Prospects
Classifications
23-26
Classification
Loyals
Returners
Stayers
Incomers
27-30
31-35
36-39
40-49
Description
Students from the region,
studying and remaining in the
region
Students who returned home
after study outside their home
region
Students not from the region,
staying in the region
Graduates attracted to the
region, no previous links
50-59
60+
Number of
respondents
102
%
32.7%
69
22.1%
76
24.4%
65
20.8%
Base: 312 respondents. The majority of group 1
are ‘loyal’ graduates - 102 respondents (32.7%) are
therefore students from the region, who studied in
the region and they remained in the region. The
remaining 210 respondents are returners (69
respondents or 22.1%), stayers (76 respondents or
24.4%) and incomers (65 respondents or 20.8%).
21
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Personal
Statistics
Background
Highest
Qualification
Highest Qualification
Undergraduate Degree or Equivalent
Postgraduate Taught (e.g. MA, MSc, MBA)
Postgraduate Research (e.g. PhD, MPhil)
Postgraduate Diploma/Certificate
Postgraduate Degree
Other (please specify)
TOTAL
Where did they
study?
Institution
Newcastle University
Northumbria University
Yorkshire and Humber
North West
Sunderland University
Number of
Responses
85
70
36
28
23
Comments
Number of
Responses
149
3
2
57
101
2
314
%
22.5%
18.6%
9.5%
7.4%
6.1%
%
47%
1%
1%
18%
32%
1%
100%
Base: 314 respondents. In order to understand
the dynamics in terms of educational diversity, Group
1 were asked about their highest qualification to
which all of the respondents in Group 1 provided an
answer. Of the 314 that responded to the question,
149 (47%) are qualified to undergraduate level or
equivalent and 101 (32%) hold a postgraduate level
degree.
Base: 377 responses. In terms of educational
institutions, respondents were asked to comment on
where they studied for their degree(s), bearing in
mind that some respondents will have attended more
than one institution. In terms of the top five
institutions/locations most of Group 1 studied for
their degree(s) at Newcastle (22.5% or 85 responses)
and Northumbria (18.6% or 70 responses)
universities. 64 of the remaining 87 respondents
studied outside of the North East.
22
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GROUP 1 PROFILE
Personal
Statistics
Background
Any student
debt? Effects?
No debt
Some debt, but no effect
Student debt has delayed me buying a house, so I rent
Student debt has delayed me buying a house, so I live with
my parents/other family
Other (please specify)
Student debt has led me to buy with others
Student debt has prevented me from buying a house
Comments
Base: 307 responses. Most of Group 1 do not have
Number of
any student debt with 122 respondents (39.7%)
Responses
%
stating this. Interestingly, 101 respondents do have
122 39.7%
some form of student debt but it has not impacted on
101 32.9%
their housing choices. Student debt has delayed 56
40 13.0%
respondents buying a house and consequently 40
(13%) rent properties and 16 (5.2%) live with their
16 5.2% parents or other family.
10 3.3%
10 3.3%
8 2.6%
23
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December 2007
GROUP 1 PROFILE
Current Housing Situation
Where do they live
now?
Statistics
Postcode
NE6 5
NE8 4
NE9 5
NE2 1
NE11 9
NE8 1
NE3 2
NE13 6
NE21 4
NE3 1
Comments
Number of
Respondents
Heaton & Shields Road
14
Shipcote & Saltwell
11
Low Fell & Carr Hill
7
Sandyford
6
Dunston & Whickham
5
Gateshead Town Centre & Bensham
5
Kingston Park & North Fawdon
4
Stannington
3
Blaydon
3
Gosforth
3
Base: 314 responses. A significant proportion
of Group 1 live in the pathfinder area - 287
(91%). The postcode data shown in the table
indicates the top ten living areas. The
respondents in this group are living primarily in
the Newcastle area with areas such as Saltwell
and Heaton having a high density of
respondents. Low Fell also accommodates a
significant number of respondents. A detailed
map of respondent density can be found at the
end of this section and in the appendix.
91% (287 respondents) already live in the pathfinder areas.
Current home - type
Tenure
Terraced House
Semi-detached House
Tyneside Flat
Other Apartment/Flat
Detached House
Bungalow
Other
Number of
responses
109
71
51
44
34
4
4
%
34.4%
22.4%
16.1%
13.9%
10.7%
1.3%
1.3%
Base: 317 responses. In order to investigate
the dynamics of the respondents in terms of
tenure, respondents were asked to describe their
current home, to which 317 responses were
made for group 1. Of the 317 respondents, 109
(34.4%) live in terraced houses, 71 (22.4%) live
in semi-detached houses and 51 (16.1%) live in
Tyneside flats.
24
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Current
rooms
home
-
number
GROUP 1 PROFILE
Current Housing Situation
of
Number of Bedrooms
1 Bedroom
2 Bedrooms
3 Bedrooms
4 Bedrooms
5 Bedrooms
More than 5 Bedrooms
Number of
responses
14
96
122
52
23
10
Base: 317 responses. Closely related to tenure
is the size of current home. Most respondents
have 3 bedrooms (122 responses or 38.5%) or 2
bedrooms (96 responses or 30.3%).
%
4.4%
30.3%
38.5%
16.4%
7.3%
3.2%
Statistics
Current home - living situation &
who lives there
Comments
Number of
Respondents
Situation
Owned (with mortgage)
178
Private Rented (furnished)
53
Private Rented (unfurnished)
23
Owned (no mortgage)
23
Living Rent Free
10
Other
9
Rented from the Council
8
7
Rented from Housing Associa
Provided with Employment
2
Shared Ownership
2
Who lives in your home?
2 Adults
1 Adult (you)
3 Adults
4 Adults
5+ Adults
Number of
Respondents
174
64
37
24
15
%
56.5%
16.8%
7.3%
7.3%
3.2%
2.9%
2.5%
2.2%
0.6%
0.6%
Base: 317 responses.
56.5% of (317)
respondents own their own house with a
mortgage, with only 7.3% owning their own
house outright, and a further 24% (16.8%
furnished
accommodation
and
7.3%
in
unfurnished accommodation) in the private
rented sector; 2.5% rent from the council.
Respondents were also asked about who lives in
their current home, to which 314 responses were
made. Respondents in this group are most likely
to own their own house with a mortgage with
another adult (partner) - 55.4% of total
respondents own their house in this way, with a
further 20.4% living in their home on their own.
%
55.4%
20.4%
11.8%
7.6%
4.8%
25
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
How long have they been
in their current home?
How long in current home?
Less than a year
1-2 years
2-3 years
3-6 years
More than 6 years
Number of
respondents
94
63
42
46
69
%
29.9%
20.1%
13.4%
14.6%
22.0%
Base: 314 responses.
Almost half of
respondents have been in their current home for
less than two years.
26
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Current Housing Situation
Statistics
Reasons for choosing current
home
Reasons for choosing current home
Good price/affordable
Transport links are good here
Right size/type
Attractive location
Close to my work/my partner's work
Comments
Number of
responses
184
113
109
94
75
%
20.9%
12.8%
12.4%
10.7%
8.5%
Base: 314 respondents. The main reasons for
respondents to have chosen their current home
are price (20.9% or 184 responses), good
transport links (12.8% or 113 responses) and
size/type of property (12.4% or 109 responses).
27
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Future Housing Situation
Statistics
Comments
In the next 5 years, it is likely
that the majority will…
In the next 5 years it is likely that I will…
Stay where I am
Buy a different property (I would be a 1st time buyer)
Buy a different property (I would not be a 1st time buyer)
Rent a different property (private rented)
Rent a different property (social rented)
Buy this property (I would be a 1st time buyer)
Are more considering leaving
Top 5 locations group 1 would like to
the NE?
move to given their budget
South Gosforth
Jesmond & Sandyford
Low Fell
High Heaton & Dene
North Tyneside
Number of
Base: 314 respondents. It is likely that in
responses
% the next 5 years many of the respondents in
100 31.8% this group will stay where they are, with 100
95 30.3% respondents (31.8%) giving this answer.
94 29.9% However a significant proportion of this group
13 4.1% are likely to buy a different property in the next
five years (30.3% are first time buyers), which
8 2.5%
is clearly beneficial to BNG.
4 1.3%
Number of
responses
53
50
43
41
32
%
8.3%
7.8%
6.7%
6.4%
5.0%
In terms of locations, Group 1 graduates are
diverse.
Given their budget the top five
locations are spread across the Newcastle and
Gateshead conurbations and other North East.
28
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Future Housing Situation
Willing and able to spend on
payments
a
rent/mortgage
month…
Statistics
Comments
Base: 195 respondents.
The average
monthly spend for Group 1 graduates
generally is between £400 and £599 per
month, peaking in the £400-£499 range. This
is the amount their household is willing and
able to spend on rent/mortgage payments a
year.
30%
24.6%
25%
23.6%
20%
15.4%
13.8%
15%
10%
9.2%
7.7%
3.6%
5%
2.1%
0%
£200£299
They are likely to move…
£300£399
£400£499
Likely to move…
To get on the property ladder
To a larger property
To a more attractive location
As I would like a (larger) garden
Because of affordability
£500£599
£600£699
£700£899
£900£1099
Number of Responses
80
71
67
51
45
£1100£1399
%
15.2%
13.5%
12.7%
9.7%
8.6%
Base: 526 responses. Respondents were
asked to provide reasons as to why they are
likely to move and they were allowed to give
more than one reason. The top five reasons
for Group 1 graduates to move are to get on
the property ladder, to move to a larger
property, to move to a more attractive
location, to have a larger garden and because
of affordability issues.
29
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Future Housing Situation
Things they look for
home…
demand characteristics
in
Statistics
a Demand Characteristics
Comments
Number of Responses
(Important)
Large rooms
Garden/outdoor space
A home that can adapt to
their changing needs
Off road parking
Lovely view
186
175
151
147
132
Number of
When they are looking for
Responses
somewhere to live they are Agree
likely to look for…
I look at the safety of the neighbourhood
167
I do not ask other people for their views on
a neighbourhood
158
I look for a quiet area
156
I do not consider travel time/distance of
travel to work
146
I look for a modern/new property
When Group 1 graduates are looking for a
home they are likely to look at room size and
garden/outdoor space. Other features that are
important to this group include: a home that
can adapt to their changing needs, views and
off road parking.
When they are looking for somewhere to live
there are some common themes. Graduates in
this group are likely to look first and foremost
at the safety of the neighbourhood. Travel time
and distance to work are not as important
factors when choosing a home.
130
30
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Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 1 PROFILE
Perceptions of BNG?
Consider moving to the
pathfinder neighbourhoods?
Do you think
improving?
the
areas
BNG
A significant proportion of Group 1 graduates
would consider moving to the pathfinder
neighbourhoods which is interesting as few are
currently living there. Popular areas where the
graduates would consider: Kenton, Fawdon,
Bensham, Saltwell and Fenham. Respondents
favour these areas because they are close to
their friends/work and the areas are affordable.
A specific comment made on Fenham included:
“Fenham is a vibrant, upcoming area”.
are
There appears to be a lack of awareness of
BNG neighbourhoods amongst Group 1 as the
majority are unaware if the pathfinder area is
improving or not.
Several improvements to the BNG areas would
make this group more willing to move to the
areas.
Large new good quality housing
developments and more family housing were
felt to be the most important. Options to buy
and whole street improvement schemes were
also popular. It is interesting to note that more
council/housing association housing is likely to
make this group less likely to move to the
areas.
Improvements to the BNG area more likely/less likely to move
there?
M o re co uncil/ho using asso ciatio n ho using
Less co uncil & ho using asso ciatio n ho using and mo re fo r sale
Large, new, go o d quality ho using develo pments with new scho o ls &
sho ps
Who le street impro vement schemes
Optio ns to buy a share in a new ho me, by myself o r with
partner/friends
M o re family ho using
Wo rk to impro ve the reputatio n o f the area
M o re Likely
Less Likely
Greater regulatio n o f private landlo rds & impro vements to private
rented ho using
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
31
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
32
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 - PROFILE - Graduates who are willing to consider moving into a house such as those developed or
refurbished by BNG and partners but not within the BNG neighbourhoods
Group 2 comprises of individuals that are new to their careers, homes and personal lives. Individuals within Group 2 are educated up to at
least undergraduate level with fewer qualified to postgraduate level than Group 1. At present Group 2 own and live in larger (3 bedrooms)
semi-detached houses with a partner. The reasons for choosing their current home are variable, with the attractiveness of a location being the
clearest attractor. Group 2 individuals are unlikely to move in the next 5 years, staying where they are. However, of those that are thinking of
moving in the next five years, they are less likely to be first time buyers; they are also less willing to consider moving to the pathfinder areas
but are willing to consider the BNG houses.
33
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Live in the house?
Yes or Maybe
Live in the BNG areas?
Personal Background
Age
No
Statistics
Group 2 consists of 558 respondents
- 40.1% of the total graduate sample
size (1,393 respondents)
Comments
Base: 557 respondents. Group 2
comprises of 558 graduates, of which
the majority are graduates from the
worker survey (93% or 520
respondents). All but one of the
respondents answered the question
on age and thus provided the age
cohort most relevant to them. In this
case the majority of respondents in
Group 2 fall within the 23-30 age
group but with significant numbers of
other groupings.
25%
20.8%
21.2%
20%
17.6%
16.5%
15%
11.8%
8.6%
10%
5%
2.9%
0.5%
0%
19-22
Prospects classifications
23-26
Classification
Loyals
Returners
Stayers
Incomers
27-30
31-35
36-39
40-49
Description
Students from the region,
studying and remaining in the
region
Students who returned home
after study outside their home
region
Students not from the region,
staying in the region
Graduates attracted to the
region, no previous links
50-59
60+
Number of
respondents
%
262
47.4%
109
19.7%
121
21.9%
61
11.0%
Base: 553 respondents. Group 2
graduates are typically classified as
loyals as nearly half of the sample
size (47.4% or 262 respondents) are
students from the region that studied
and remained in the region. The
remaining 291 respondents are
returners (109 respondents or
19.7%), stayers (121 respondents or
21.9%)
and
incomers
(61
respondents or 11%).
34
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Personal Background
Highest qualification
Statistics
Highest Qualification
Undergraduate Degree or Equivalent
Postgraduate Taught (e.g. MA, MSc, MBA)
Postgraduate Research (e.g. PhD, MPhil)
Postgraduate Diploma/Certificate
Postgraduate Degree
TOTAL
Number of
Responses
273
14
1
104
165
557
Where did they study?
Institution
Northumbria University
Newcastle University
Yorkshire and Humber
Sunderland University
North West
Number of
Responses
202
129
56
39
32
%
29.1%
18.6%
8.1%
5.6%
4.6%
%
49.0%
2.5%
0.2%
18.7%
29.6%
100%
Comments
Base: 557 respondents. In order to
understand the dynamics in terms of
educational diversity, Group 2 were
asked about their highest qualification,
to which all but one of the respondents
in Group 2 provided an answer. Of the
557 that responded to the question,
273
(49%)
are
qualified
to
undergraduate level or equivalent and
165 (29.6%) hold a postgraduate level
degree.
Base: 693 responses. In terms of
education institutions, respondents
were asked to comment on where they
studied for their degree(s), bearing in
mind that some respondents will have
attended more than one institution. In
terms
of
the
top
five
institutions/locations most of Group 2
studied
for
their
degree(s)
at
Northumbria (29.1% or 202 responses)
and Newcastle (18.6% or 129
responses) universities.
Of the
remaining 127 respondents, 88 studied
outside of the North East.
35
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
Any student debt?
Effects?
Where do they live now?
Number of
Responses
%
292 53.1%
166 30.2%
28 5.1%
28 5.1%
No debt
Some debt, but no effect
Other (please specify)
Student debt has delayed me buying a house, so I rent
Student debt has delayed me buying a house, so I live with my
parents/other family
Student debt has prevented me from buying a house
Student debt has led me to buy with others
Number of
Respondents
Postcode
NE6 5
Heaton & Shields Road
16
NE3 1
Gosforth
14
NE3 4
West Gosforth & Kenton
8
NE7 7
High Heaton
8
NE3 2
Kingston Park & North Fawdon
7
NE2 2
Jesmond
6
NE40 3
Ryton
6
NE10 0
Pelaw & Old Fold
5
NE12 8
Longbenton
5
NE16 5
Sunniside
5
Current home –
Tenure
Tenure
Semi-detached House
Terraced House
Other Apartment/Flat
Detached House
Tyneside Flat
Bungalow
Other
Number of
responses
175
158
86
65
64
9
2
%
31.3%
28.3%
15.4%
11.6%
11.4%
1.6%
0.4%
23
10
3
Base: 550 responses. Similar to
Group 1, the majority of Group 2
graduates have no form of debt
(53.1% or 292 respondents).
166
graduates (30.2%) in this group have
some debt but it has not effected their
housing choices.
4.2%
1.8%
0.5%
Base: 558 respondents (of which
535 (95.9% in pathfinder areas
already)).
In terms of respondent
density, the postcode table illustrates
that there is a strong presence of
respondents in the NE6 5 and NE3 1
postcodes.
A detailed map of
respondent density can be found at the
end of the section and in the appendix.
Base: 559 responses. In order to
investigate the dynamics of the
respondents in terms of tenure they
were asked to describe their current
home, to which 559 responses were
made for Group 2.
Of the 559
responses, 175 (31.3%) live in semidetached houses, 158 (28.3%) live in
terraced houses and 86 (15.4%) live in
apartments/flats.
36
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Current Housing Situation Statistics
Current home - number of
rooms
Number of Bedrooms
3 Bedrooms
2 Bedrooms
4 Bedrooms
5 Bedrooms
1 Bedroom
More than 5 Bedrooms
Current home - living situation
& who lives there
Comments
Number of
responses
213
189
95
27
22
13
Situation
Owned (with mortgage)
Owned (no mortgage)
Private Rented (furnished)
Private Rented (unfurnished)
Living Rent Free
Rented from the Council
Other
Rented from Housing Association
Shared Ownership
Provided with Employment
Who lives in your home?
2 Adults
1 Adult (you)
3 Adults
4 Adults
5+ Adults
%
38.1%
33.8%
17.0%
4.8%
3.9%
2.3%
Number of
Respondents
%
397 71.0%
42
7.5%
36
6.4%
29
5.2%
18
3.2%
16
2.9%
11
2.0%
7
1.3%
3
0.5%
0
0.0%
Number of
Respondents
374
119
41
15
8
Base: 559 responses. Closely related to
tenure is the size of current home.
Respondents were asked about the number of
bedrooms they have. Over a third have 3
bedrooms (213 responses or 38.1%) and 2
bedrooms (189 responses or 33.8%).
Base: 559 responses.
71.0% of (397)
respondents own their own house with a
mortgage, with only 7.5% owning outright,
and a further 11.6% (6.4% furnished
accommodation and 5.2% in unfurnished
accommodation) the private rented sector;
2.9% rent from the council.
Respondents
were also asked about who lives in their
current home, to which 557 responses were
made. Respondents in this group are most
likely to own their own house with a mortgage
with another adult (partner) - 67.1% of total
respondents own their house in this way, with
a further 21.4% living in their home on their
own.
%
67.1%
21.4%
7.4%
2.7%
1.4%
37
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Current Housing Situation Statistics
How long have they been in
their current home?
Reasons for choosing current
home
How long in current home?
More than 6 years
Less than a year
3-6 years
1-2 years
2-3 years
Comments
Number of
respondents
178
116
110
90
63
Reasons for choosing current home
Attractive location
Good price/affordable
Right size/type
Transport links are good here
Close to my family/my partner's family
Base: 557 responses. 32% of respondents in
Group 2 have been in their current home for
more than 6 years, the same for less than two
years.
%
32.0%
20.8%
19.7%
16.2%
11.3%
Number of
responses
265
260
229
177
126
%
16.4%
16.1%
14.2%
11.0%
7.8%
Base: 1,613 responses (respondents were
allowed to make more than one choice).
The main reasons for respondents have chosen
their current home are location (16.4% or 265
responses), price (16.1% or 260 responses) and
size/type of property (14.2% or 229 responses).
GROUP 2 PROFILE
Future Housing Situation Statistics
In the next 5 years, it is
likely that the majority will… In the next 5 years it is likely that I will…
Stay where I am
Buy a different property (I would not be a 1st time buyer)
Buy a different property (I would be a 1st time buyer)
Rent a different property (private rented)
Buy this property (I would be a 1st time buyer)
Rent a different property (social rented)
Buy this property (I would not be a 1st time buyer)
Comments
Number of
responses
%
221 39.6%
213 38.2%
87 15.6%
22
3.9%
8
1.4%
6
1.1%
1
0.2%
Base: 558 respondents. It is likely
that in the next 5 years many of the
respondents in this group will stay
where they are, with 221 (39.6%)
giving this answer.
However a
significant proportion of this group
are likely to buy a different property
in the next five years (15.6% are first
time buyers) which is clearly
beneficial to BNG.
38
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Future Housing Situation Statistics
Comments
Are more considering leaving Top five locations group 2 would
like to move to given their
Number of
the NE?
budget
responses
Jesmond & Sandyford
South Gosforth
Northumberland
North Tyneside
North Gosforth (inc. Great Park)
In terms of locations for the future,
Group 2 are diverse. Given their
budget the top five locations are
Jesmond
&
Sandyford,
South
Gosforth, Northumberland, North
Tyneside and North Gosforth: Very
few are considering leaving the North
East.
Willing and able to spend
on rent/mortgage
payments a month…
%
91
89
71
64
50
10.2%
10.0%
8.0%
7.2%
5.6%
Base: 306 respondents.
The
average monthly spend for graduates
generally is between £400 and £699
per month, peaking in the £400-£599
range.
This is the amount their
household is willing and able to spend
on rent/mortgage payments a year.
25%
19.6%
20%
19.3%
18.3%
16.3%
15%
10%
8.2%
8.2%
5.9%
5%
2.6%
1.6%
0%
£200£299
£300£399
£400£499
£500£599
£600£699
£700£899
£900£1099
£1100£1399
£1400+
39
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Future Housing Situation Statistics
They are likely to move…
Comments
Likely to move…
To a larger property
To a more attractive location
As I would like a (larger) garden
To get on the property ladder
As I would like off road parking/garage
Things they look for in a Demand Characteristic
home…demand
characteristics
Large rooms
A home that can adapt to
their changing needs
Garden/outdoor space
Off road parking
Broadband availability
Number of responses
Number of Responses
(Important)
When they are looking for
Number of
somewhere to live they are Agree
Responses
likely to look for…
I look for a quiet area
I look at the safety of the
neighbourhood
I prefer to live near green space
I choose the area first, then the
property
I search for a neighbourhood with
all the facilities I need such as
doctors
%
168
109
105
79
45
357
303
274
262
233
307
293
285
20.6%
13.4%
12.9%
9.7%
5.5%
Base: 814 responses. Respondents
were asked to provide reasons as to
why they are likely to move - they
were allowed to give more than one
reason. Group 2 respondents are
likely to move to a larger property, to
move to a more attractive location or
to have a larger garden.
When Group 2 are looking for a home
they are likely to look for a property
with large rooms and that can adapt
to their changing needs.
Other
features that are important to this
group include: garden/outdoor space,
off road parking and broadband
availability.
When they are looking for somewhere
to live there are some common
themes emerging. Graduates in this
group are likely to look first and
foremost for a quiet area. Safety and
neighbourhood facilities are also
important factors.
274
266
40
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 2 PROFILE
Perceptions of BNG?
Consider moving to the BNG
pathfinder neighbourhoods?
Many of the respondents in this group
(140 respondents) would consider
moving
to
the
pathfinder
neighbourhoods. The group recognises
that there are reasonably nice houses
in good locations that are close to the
hospitals and other facilities etc.
There appears to be a lack of awareness
of BNG neighbourhoods amongst Group
2 graduates as the majority are
unaware if they are improving or not.
Several improvements to the BNG area
would make Group 2 more likely to
move to the areas. The main factor
is large, new, good quality housing
developments with new schools and
shops.
More family housing and
options to buy a share in a new home,
alone or with partner/friends also
gained support.
Do you think the areas are
improving?
Improvements to the BNG
area - more likely/less likely
to move there?
M ore council/housing association housing
Less council & housing association housing & more housing
for sale
Large, new, good quality ho using developments with new
schools and shops
Whole street improvement schemes
Options to buy a share in a new ho me, by myself or with
partner/friends
M ore family ho using
Work to improve the reputation of the area (lower crime rates,
etc)
More Likely
Greater regulation o f private landlords & improvements to
private rented housing
Less Likely
0%
10%
20%
30% 40%
50% 60%
70% 80%
90%
41
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
42
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 – PROFILE: Graduates who are not willing to move into a house such as those developed or refurbished by BNG and partners
but they would consider moving into the BNG neighbourhoods
Individuals within Group 3 are well-established and well-educated individuals that would not necessarily consider moving into the BNG houses
but would consider moving into the BNG neighbourhoods. This group comprises of incoming individuals, with the majority aged between 31
and 35 years. Individuals in this group currently live in terrace houses. People within Group 3 have no debt and of the few that do have some
debt, it has not affected their housing choices. It must be remembered however, that findings relate to only 5 respondents.
43
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Live in the house?
No
Live in the BNG areas?
Personal Background
Yes
Statistics
Group 3 consists of 5 respondents 0.4% of the total graduate sample size
(1,393 respondents)
Comments
Age
45%
Base: 5 respondents. Group 3 is the
smallest of the three groups of the
graduate survey and comprises of 5
graduates all of which are graduates
from the worker survey.
In this case
the majority of respondents in Group 3
fall within the 31-35 age group (40%
or 2 respondents).
40.0%
40%
35%
30%
25%
20.0%
20.0%
20.0%
20%
15%
10%
5%
0.0%
0.0%
0.0%
0.0%
50-59
60+
0%
19-22
Prospects classifications
Classification
Loyals
Returners
Stayers
Incomers
23-26
27-30
31-35
36-39
Description
Students from the region,
studying and remaining in
the region
Students who returned home
after study outside their
home region
Students not from the region,
staying in the region
Graduates attracted to the
region, no previous links
40-49
Number of
respondents
%
1
20.0%
0
0.0%
1
20.0%
3
60.0%
Base: 5 respondents. The majority
of Group 3 are incomers - 3 graduates
were attracted to the region and have
had no previous linkages.
44
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Personal Background
Highest qualification
Statistics
Highest Qualification
Postgraduate Degree
TOTAL
Where did they study?
Institution
North West
Northumbria University
Durham University
Yorkshire and Humber
South West
Number of
Responses
5
5
Number of
Responses
2
1
1
1
1
Comments
Base: 5 respondents.
All of the
respondents in this group are qualified
upto a postgraduate level.
%
100%
100%
Base: 6 responses.
In terms of
educational institutions most of Group
3 studied for their degree(s) in the
North West (28.6% or 2 respondents).
%
28.6%
14.3%
14.3%
14.3%
14.3%
Any student debt? Effects?
No debt
Some debt, but no effect
Other (please specify)
Student debt has delayed me buying a house, so I live with my
parents/other family
Student debt has delayed me buying a house, so I rent
Student debt has led me to buy with others
Student debt has prevented me from buying a house
Number of
Responses
3
1
0
%
75.0%
25.0%
0.0%
0
0
0
0
0.0%
0.0%
0.0%
0.0%
Base: 4 responses. Although this is a
smaller group all four of the responses
to this question indicate that student
debt has not effected them in anyway.
45
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Current Housing Situation Statistics
Comments
Where do they live now?
Base: 5 responses. All live in the
pathfinder areas.
Current home - tenure
Tenure
Terraced House
Semi-detached House
Detached House
Tyneside Flat
Other Apartment/Flat
Bungalow
Other
Current home –
Number of rooms
Number of Bedrooms
1 Bedroom
2 Bedrooms
3 Bedrooms
4 Bedrooms
5 Bedrooms
More than 5 Bedrooms
Number of
Responses
%
60.0%
20.0%
20.0%
0.0%
0.0%
0.0%
0.0%
3
1
1
0
0
0
0
Number of
responses
0
2
1
2
0
0
%
0.0%
40.0%
20.0%
40.0%
0.0%
0.0%
Base: 5 responses. All respondents
live in a house.
Base: 5 responses. The majority
have 2 bedrooms and 4 bedrooms.
46
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Current Housing Situation Statistics
Comments
Current home –
Living situation & who lives
Situation
there
Owned (with mortgage)
Private Rented (furnished)
Rented from Housing Association
Living Rent Free
Other
Private Rented (unfurnished)
Provided with Employment
Shared Ownership
Rented from the Council
Owned (no mortgage)
Who lives in your home?
2 Adults
1 Adult (you)
4 Adults
3 Adults
5+ Adults
How long have they been in
their current home?
How long in current home?
Less than a year
More than 6 years
2-3 years
1-2 years
3-6 years
Number of
responses
3
2
0
0
0
0
0
0
0
0
Number of
Responses
3
1
1
0
0
%
60.0%
40.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Base: 5 responses. 60% of (3)
respondents own their own house
with a mortgage; the remaining 40%
(all in furnished accommodation) are
in the private rented sector.
Respondents in this group are most
likely to own their own house with a
mortgage with another adult (partner.
%
60.0%
20.0%
20.0%
0.0%
0.0%
Number of
respondents
2
2
1
0
0
%
40.0%
40.0%
20.0%
0.0%
0.0%
Base:
5
respondents.
Respondents in Group 3 have typically
been in their current home between
one and six years.
47
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Current Housing Situation Statistics
Reasons for choosing current
home
GROUP 3 PROFILE
Future Housing Situation
Reasons for choosing current home
Transport links are good here
Right size/type
Good price/affordable
Attractive location
The house has character
Comments
Number of
Responses
3
2
2
1
1
Base: 13 responses (respondents
were allowed to make more than
one choice). The main reasons for
respondents to have chosen their
current home are transport links
(23.1% or 3 responses), size/type
(15.4% or 2 responses) and price
(15.4% or 2 responses).
%
23.1%
15.4%
15.4%
7.7%
7.7%
Statistics
In the next 5 years, it is likely
that the majority will…
In the next 5 years it is likely that I will…
Stay where I am
Buy a different property (I would be a 1st time buyer)
Buy a different property (I would not be a 1st time buyer)
Buy this property (I would be a 1st time buyer)
Rent a different property (private rented)
Rent a different property (social rented)
Buy this property (I would not be a 1st time buyer)
Are more considering leaving
Top locations group 3 would like to move to given their
the NE?
budget
Chapel Park, Westerhope & Denton
Throckley, Newburn & Walbottle
Northumberland
Scotland
Comments
Number of
responses
3
1
1
0
0
0
0
%
60.0%
20.0%
20.0%
0.0%
0.0%
0.0%
0.0%
Base: 5 respondents. It is likely that
in the next 5 years many of the
respondents in this group will stay
where they are with a small proportion
buying a different property in the
period (20% are first time buyers).
Base: 4 respondents. In terms of
locations for the future, Group 3 are
generally more suburban locations.
48
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Future Housing Situation
Willing and able to spend on
rent/mortgage payments a
month…
Statistics
Comments
Base: 2 respondents. It is difficult to
draw conclusions from answers to this
question due to the number of
responses.
60%
50.0%
50.0%
£400-£499
£700-£899
50%
40%
30%
20%
10%
0%
They are likely to move…
Likely to move…
To a larger property
To a more modern property
To get on the property ladder
To be nearer to work
Number of responses
%
2
1
1
1
40%
20%
20%
20%
Base: 5 responses. The top reason
for Group 3 respondents to move is to
move to a larger property.
49
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Future Housing Situation
Statistics
Things they look for in a Demand Characteristic
home…
demand characteristics
Off road parking
Garden/outdoor space
Garage
Energy efficient/carbon
neutral/green design
A home that can adapt to
their changing needs
Comments
When Group 3 are looking for a home
they appear to be as interested in the
‘external’ attributes as the home itself.
Number of
Responses
(Important)
4
3
3
2
2
When they are looking for Agree
somewhere to live they are
likely to look for…
I look at the safety of the neighbourhood
I limit my search by walking distance to public
transport
I look for a quiet area
I look for a home where I can bring up a family
I search for a neighbourhood with all the
facilities I need such as doctors
Number of
Responses
4
2
2
When they are looking for somewhere
to live graduates in this group are likely
to look for a safe neighbourhood.
Being close to public transport and
other family factors are also important.
2
1
50
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
GROUP 3 PROFILE
Perceptions of BNG?
Consider moving to the BNG
pathfinder neighbourhoods?
Base: 2 respondents. Both of the
respondents are willing to move to the
pathfinder neighbourhoods, including
Fenham, Felling and Fawdon. This is
mainly because of the good transport
links and affordable housing offer.
Do you think the areas are
improving?
There appears to be a lack of
awareness amongst Group 3 as to
whether the pathfinder area is
improving or not.
More family housing, large, new good
quality housing developments with new
schools and shops are likely to make
the group consider moving to the BNG
pathfinder area.
Improvements to the BNG
area - more likely/less likely
to move there?
M o re co uncil/ho using asso ciatio n ho using
Less co uncil and ho using asso ciatio n ho using and mo re
ho using fo r sale
Large, new, go o d quality ho using develo pments with new
scho o ls and sho ps
Who le street impro vement schemes
Optio ns to buy a share in a new ho me, by myself o r with
partner/friends
M o re family ho using
Wo rk to impro ve the reputatio n o f the area (lo wer crime
rates, etc)
M o re Likely
Greater regulatio n o f private landlo rds and impro vements
to private rented ho using
Less Likely
0%
10%
20%
30%
40%
50%
60%
70%
51
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
4.
Key Messages
4.1
This report has provided a short, strategic summary of the findings relating to graduates
from the “Work here, like to live here?” survey and parallel alumni survey5. The profiling
exercise has helped to shape an understanding of the characteristics and housing needs of
the graduates that are likely to be attracted to the BNG neighbourhoods at present and/or
the developing BNG housing offer. This research has therefore created a platform for BNG to
understand not only graduate housing needs but also other influencing and contributory
factors that shape graduate housing choices and will help inform policy and strategy
decisions in the future.
4.2
The data collected through this survey and the resulting analysis provides an evidence base,
which will support policy development, both for site specific and strategic policies and
guidance across the BNG area and NewcastleGateshead.
4.3
The importance of the availability of graduate employment opportunities is identified as one
of the main drivers in determining why people choose to move away from the core of the
Tyneside conurbation, pointing towards housing and economic policies as being intrinsically
linked. The Universities, ONE North East Regional Development Agency and Local
Educational Authorities are engaged in economic policy support that will help to retain a
skilled population, ultimately linking with the aims of the Northern Way – it is notable that
the development of suitable housing is one of the support strands in this issue.
4.4
The analysis shows a need to rebalance the housing tenure profile within the pathfinder
area, particularly through introducing more housing for private sale. The target group
analysis presented also supports the need to develop policies, which promote the
development of a broader range of housing types within the BNG area, which may
include family housing, detached and semi-detached housing, but also flexible housing which
can adapt to the changing needs of graduates and other residents, throughout their
lifetimes. Flexible housing has broad appeal to people of all ages and is cited as being
important or very important to 62% of respondents.
4.5
As well as issues of image and reputation environmental factors figure highly on the scale of
influence on housing choices - the research points towards the need for site specific
development briefs, along with area wide planning policies which encourage the
development of well designed areas of public realm and open space to support
new and existing housing development. Of particular importance was green space
and larger properties, which at the moment are perceived to be in short supply and are
reasons why existing pathfinder residents choose to relocate. Improved streets were also
a popular choice amongst the respondents.
4.6
Perceptions of the BNG neighbourhoods could be improved upon as the research has
indicated that across the entire set of graduate target groups there is a lack of awareness of
5
Overall the results of the two reports are similar due to the nature of the graduate sample. Graduates
working in Newcastle and Gateshead make up 49% of the results of the worker survey, and constitute
83% of the graduate population in this report.
52
Bridging NewcastleGateshead
Work here, like to live here? Survey Findings and University Alumni Study (Graduates)
December 2007
the possible housing options in the BNG area and neighbourhoods within it. BNG are active
in carrying out several initiatives to help raise awareness inside the BNG area and to the
whole of NewcastleGateshead - widening this offer to those outside NewcastleGateshead
could be a successful option, attracting and retaining communities from outside of the
immediate BNG area.
4.7
Alongside policy development to support graduate retention in the medium to longer term,
there is also a clear need for strong marketing in order to raise awareness and
combat negative perceptions of areas of people living outside as well as within the
pathfinder area in the short to medium term.
53
Appendices
A. SUMMARY TABLES AND MAPS
B. ORGANISATIONS THAT TOOK PART IN THE RESEARCH & KEY STAKEHOLDERS
ORGANISATIONS THAT TOOK PART IN THE RESEARCH
The survey has been extremely successful and we would like to take this opportunity to
thank the alumni offices of Northumbria and Newcastle universities for their assistance in
the distribution of the survey across their former students.

Gateshead Council
Newcastle City Council
One NorthEast
North East Assembly
Government Office North East
English Partnerships
Housing Corporation
Northumbria Police
Newcastle University
Northumbria University
Gateshead College
Newcastle College
Your Homes Newcastle
The Gateshead Housing Company
Home
Persimmon
Northern Rock
Nathaniel Lichfield & Partners
Gardiner Richardson
KEY STAKEHOLDERS & CONSULTEES

Bridging NewcastleGateshead - Karen Anderson, Kevin Davy
One NorthEast – Eddie Halstead
Newcastle University – Margaret Hunter, Nick Keeley, Stephen Teal, Chris
Humphreys, Sophie Nicolaysen
Northumbria University - Michelle Anderson, Natalie Heath, Jane Clubley
Newcastle City Council - Colin Percy, Mark Ellis
Gateshead Council, - Caroline Cowan, Andrea Parlett, Narinder Singh, Natalie Spears