25.01.2017 Views

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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• Areas that are <strong>rural</strong> but less sparse show the highest levels of household<br />

income, and the lowest levels of poverty of any area type.<br />

• The levels of people qualified <strong>to</strong> at least degree level or equivalent, or<br />

working in higher managerial or professional occupations, are higher than<br />

average in <strong>rural</strong> areas, but average or below average in sparse areas.<br />

• Population structures suggest that young adults move out of <strong>rural</strong> areas <strong>to</strong><br />

urban ones, and that people in their 40s with older children move in.<br />

• The residents of <strong>rural</strong> areas earn more than those who work in those areas,<br />

showing that <strong>rural</strong> incomes are at least partially dependent on the ability<br />

<strong>to</strong> commute, especially for full-time workers and for men. Higher transport<br />

expenditure accounts for almost half the higher expenditure by <strong>rural</strong><br />

households than urban ones in Great Britain.

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