A Guide to rural England.
The fourth area of the exploration project will seek to focus on the rural inhabitant, this area will gain insights into daily lives of rural inhabitants using one form or another of transport from 3 different age group perspectives. This will consist of hard data, surveys and interviews, shadowing to observe rituals and habits and also 3x user journeys from which insights can be generated and potential opportunities.
The fourth area of the exploration project will seek to focus on the rural inhabitant, this area will gain insights into daily lives of rural inhabitants using one form or another of transport from 3 different age group perspectives. This will consist of hard data, surveys and interviews, shadowing to observe rituals and habits and also 3x user journeys from which insights can be generated and potential opportunities.
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conclusions<br />
• Employment rates are higher and unemployment rates lower in the more<br />
<strong>rural</strong> areas of <strong>England</strong>,In the most <strong>rural</strong> area types unemployment was as<br />
low as half the country’s national average.<br />
• Comparing the earnings of an area’s workers <strong>to</strong> those of its residents shows<br />
a net flow of money in<strong>to</strong> all types of <strong>rural</strong> area in <strong>England</strong>,<br />
• Levels of home working (or working based from home) and selfemployment<br />
in <strong>rural</strong> areas in <strong>England</strong> are substantially above the national<br />
average<br />
• Rural areas of <strong>England</strong>have higher proportions of local business units in<br />
relation <strong>to</strong> their <strong>to</strong>tal population, even when farming business units are<br />
excluded; although <strong>rural</strong> units are likely <strong>to</strong> employ fewer people than those<br />
in urban areas<br />
• The industry mix in <strong>rural</strong> areas includes most of the agricultural units and<br />
has relatively low proportions of retail, and finance and insurance local<br />
units<br />
• Levels of internet access in <strong>England</strong> are higher (sometimes only very<br />
slightly) in <strong>rural</strong> areas than urban ones. This suggests that people in <strong>rural</strong><br />
areas are no longer reliant on physical access <strong>to</strong> services that tend <strong>to</strong> be<br />
urban, such as banking.<br />
• The populations of <strong>rural</strong> areas have smaller proportions of young adults<br />
and average or aboveaverage levels of middle-aged people, children aged<br />
10 <strong>to</strong> 14, and, except for females in Scotland and Northern Ireland, people<br />
aged 60 and over
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