A key part of the objectives of our research with consumers was to understand the profile of visitors to Kingston Town Centre.
Of the 1687 responses we received to our survey in June-August, 75% had visited the town centre in 2023.
Kingston clearly appeals to those raising a family, with 32% of respondents to our survey in this lifestage. A fifth were retired, and an eighth were in a couple with no children.
Cast Your Net Wide
Three quarters of visitors were from KT postcode areas, 10% from TW postcode areas, and 6% from Inner London postcode areas. 40% of non-visitors said they didn’t know what Kingston Town Centre had to offer. A clear opportunity for Kingston First and businesses to advertise to areas outside of our borough. Kingston First trialled this with our summer campaign this year, and will continue this work for future marketing.
Almost a third of visitors normally travel to Kingston by foot, nearly a third by bus, and less than a quarter visit by car. Very few travel by bike, train or taxi.
Three quarters are regular visitors i.e. visit more than once a month. Regular visitors are more likely to be between 35-44 and 65+ (fitting with our lifestage findings) and visit on foot. Less regular visitors i.e. visit once a month or less, tend to be aged 18-24, and are more likely to visit by car or train.
Only 15% of car drivers said they would visit Kingston less frequently or no longer visit Kingston after ULEZ was implemented. This works out at 3% of all visitors.
Does the profile of your consumers match the profile we have seen in our visitor survey? How do you tailor your offering and advertise to your target market? Let us know if this data has been useful to you, and if you have any questions contact us.
Next up in our Research Bog series: Visitor Motivations. Check back in the coming weeks for that….
About the Research
Kingston First commissioned research agency CARD Group to carry out the research, which was designed to build an understanding of consumer wants and needs, and help Kingston’s businesses to adapt and develop their businesses through uncertain times.
A total of 1,687 respondents were sourced through a callout to Kingston First’s e-newsletter subscriber database and social channels, face to face interviews in Kingston Town Centre, and a purchased sample of non-visitors, between 26th June 2023 and 14th August 2023.