Community Safety eNewsletter Readership Survey Summary

1
Community Safety e-Newsletter Readership
SurveySummary

• July 2006

2
Overview

• Recipients are highly satisfied with the
  community safety e-newsletter
• Particularly strong attributes of the publication
  are-
• Readability of content
• Length of news items
• Up-to-date / topicality
• Current frequency of publication and length of
  the e-newsletter are both appropriate
• The vast majority are interested in reading the
  e-newsletter, in particular-
• Information about UK rail safety initiatives
• Work undertaken by CSSU
• Details about crime rates and crimes committed on
  the UK railway network
• Nearly all respondents believe that the
  e-newsletter brings issues to their attention
  that they might not otherwise have been aware of
• Three quarters have taken some action as a direct
  result of reading the e-newsletter
• Four fifths agree that it is important that the
  e-newsletter continues to be produced

3
Key Findings (1) Readership of the e-Newsletter

• 88 of respondents source the e-newsletter from
  RSSB, 7 receive the e-newsletter as a forward
  from someone else and a small proportion - 4 -
  via the Fear of Crime newsletter
• Over half of readers (53) have been receiving
  the e-newsletter for over one year, with RSSB
  (88) and Central Government (70) being the most
  established readers
• The current frequency of publication of the
  e-newsletter is about right for 91 of readers
• Almost 9 out of 10 readers (88) read every issue
  of the e-newsletter
• 45 of readers skim read most of the
  e-newsletter, whilst 39 read it thoroughly
• 62 of BTP / Police read thoroughly, compared to
  only 18 of Network Rail recipients
• The majority of readers (53) spend up to 10
  minutes reading each issue
• BTP / Police readers are the most avid readers,
  spending 15.35 minutes reading on average (cf
  12.16 overall)
• The vast majority of readers (91) read the
  e-newsletter at work / at their desk
• Almost half (46) file the e-newsletter away for
  future reference, whilst 35 pass it on to others
  who might be interested
• 58 state that at least one other person, apart
  from themselves, reads their copy of the
  e-newsletter with an average of around 5
  additional readers per copy

4
Key Findings (2) The Content of the e-Newsletter

• Overall satisfaction is very high, with 90
  satisfied to some extent (20 very satisfied)
• At least 9 out of 10 readers are satisfied, to
  some extent, with Readability (93), Length of
  news items (92), Up-to-date / topical
  information (93), Relevance (90) and Detail
  Provided (92)
• Almost two fifths (39) think that everything in
  the e-newsletter is okay, with no particular
  like pinpointed
• Readers most like the newsletter for its ability
  to let them find out whats happening in other
  areas of the industry (13), and that it is
  informative (10) and easy to read (7)
• Encouragingly, 76 dont report any dislikes,
  though 10 state they do not like the
  e-newsletter at all
• Interest in the e-newsletter is extremely high,
  with 92 of respondents interested to some extent
  Non UK and BTP / Police readers record the
  highest levels of interest (4.42 and 4.46, cf
  4.18 overall)
• Readers are most interested in Information about
  UK rail community safety initiatives 93 are
  interested to some extent. However, there is
  considerably less interest in overseas issues and
  initiatives (57)
• 95 agree to some extent that the e-newsletter
  Brings issues to my attention that I might not
  otherwise have been aware of, whilst 77 agree
  that the e-newsletter Is valuable to me in my
  role
• Readers agree that the e-newsletter is
  trustworthy (88), serious (86) and
  provides a good overview (86). However, only
  33 agree it is entertaining
• The current length of the e-newsletter is about
  right for 90 of readers

5
Key Findings (3) The Future of the e-Newsletter

• 59 of respondents believe that the e-newsletter
  is important in helping them to do their job
• 77 of readers have taken direct action as a
  result of reading the e-newsletter BTP / Police
  readers are more likely to take direct action
  than those in other groups
• Almost three quarters (72) state that reading
  has increased their knowledge or expertise of a
  particular area
• A large majority (80) agree to some extent that
  It is important to me that the e-newsletter
  continues to be produced
• 73 disagree with the statement It would make no
  difference to me if I no longer received the
  e-newsletter
• Non-UK respondents are most keen on retaining the
  e-newsletter, whilst those in Local Government
  are least likely to be affected should the
  e-newsletter be discontinued
• When thinking about the future scope of the
  e-newsletter, readers are more interested in
  seeing news items relating to UK issues, rather
  than about overseas issues
• Only one fifth (19) could identify any required
  improvements
• 60 of readers express some level of interest in
  a press information service, though 64 of those
  expressing interest would like to subscribe to
  such a service in addition to receiving the
  e-newsletter

6
What Readers Like about the e-Newsletter (1)
Useful to find out what is going on across the
country - Passenger Train Operator
Provides me with a clear and useful round-up of
what is happening in this area Central
Government
It's the one vehicle provided by the industry
that relates directly to community safety issues.
It covers industry initiatives but also
activities in other sectors from which we can
learn Supplier to the rail industry
Always fresh and up to date. Alerts me to good
practice Rail Passenger Group
Informative, and a good insight into others
issues and ideas Network Rail
It allows wide readership of topics within the
rail industry but is open to others to add
content and opinion - BTP
The format is easy to read and it gives bit size
chunks of relevant information and updates. It
also assists in promoting ideas to other routes
plus a source of guidance if needed - ORR
It is a useful overview for us as a voluntary
organisation with limited resources - Other
It is written in a very readable way and has
short articles which are to the point. The whole
newsletter isnt too long so you can read it very
quickly Freelance / Consultant
Useful source of information in a digestible
format - Supplier to the rail industry
It provides an opportunity to see best practice
and news on what is happening and is invaluable
Local Government
QB1 What, if anything do you particularly like
about the community safety e-newsletter?Base
All respondents except those indicating they have
never read any issues of the newsletter (111)
7
What Readers Like about the e-Newsletter (2)
Very up-to-date, crisp, clear presentation of
info - ORR
Wide scope of stories, lots of information about
what individual companies are doing - RSSB
Keeps me informed of what's going on in the
industry. Also it's good to get feedback on
incidents so staff can be made aware that things
are followed up Non Passenger Train Operator
It is generally just interesting to see what is
going on elsewhere on the railway - a bit like
railnews only obviously more specific. I don't
really see it as directly job related Non
Passenger Train Operator
Events or issues covering the western territory
(our 'patch') are made known to us. Best
practice can be identified from events elsewhere
in the country - ORR
It's easy to read, and easy to navigate around.
I also like how it manages to contain a lot of
information/detail in a few pages without feeling
crowded or like you're being given too much
information Central Government
Specific examples of route crime problems and
solutions. Also heartening to see action taken by
BTP against some miscreants - ORR
QB1 What, if anything do you particularly like
about the community safety e-newsletter?Base
All respondents except those indicating they have
never read any issues of the newsletter (111)
8
Direct Influence of e-Newsletter on Readers

• Three-quarters of readers (77) have taken some
  direct action as a result of reading the
  e-newsletter
• 59 have directed others to an article/news item,
  whilst one third (32) have contacted someone
  listed for further information
• One fifth (20) state that they have never taken
  any direct action as a result of reading the
  e-newsletter this increases to just under one
  third (32) amongst Network Rail respondents

QB8 Have you ever taken any action as a direct
result of reading the e-newsletter?Base All
respondents except those indicating they have
never read any issues of the newsletter (111)


9
Indirect Influence of the e-Newsletter on Readers

• Only 4 do not believe that the e-newsletter has
  been indirectly supportive to them in their role
• Almost three quarters (72) of readers indicate
  that reading the e-newsletter has increased their
  knowledge or expertise on a particular area

Non-UK 50Central Gov 50
QB9 And has reading the e-newsletter ever been
useful to you in any of the following ways?Base
All respondents except those indicating they have
never read any issues of the newsletter (111)


10
Recommendations

• The Community Safety e-Newsletter should continue
  to be produced
• Retain the current frequency and length
• Potentially some improvements are required to the
  focus / content to better meet the requirements
  of Local Government and Network Rail
• International news is of least interest /
  relevance to the broad readership. However,
  non-UK recipients are some of the most avid
  readers
• Dedicated sections / issue / extra publication
  for international issues
• Establish online communities
• More explanation of how news and initiatives will
  actually impact readers What it means for me
• Could be more online friendly
• Newspaper column style is difficult to read due
  to scrolling required
• Make general design more pleasing to the eye