mobile app results summary - city of sydney...demographic profile 9 sensor data insights 11 precinct...

1 | Late-Night Trading Consultation, Mobile App Results Overview by ntropy data, Inc.

Mobile App Results Summary

Prepared by ntropy data, Inc.


Table of Contents

Consultation Overview 3

Engagement Summary 6

Key Engagement Statistics 7

Most Engaged Suburbs 8

Demographic Profile 9

Sensor Data Insights 11

Precinct Snapshots 12

King Street, Newtown 13

Erskineville Rd, Erskineville 14

Botany Rd, Green Square 15

Redfern 16

Elizabeth Street, Central Station 17

Glebe 18

Broadway 19

Darling Harbour & Pyrmont 20

Surry Hills 21

Oxford Street & Taylor Square 22

Oxford Street & Paddington 23

Sydney CBD 24

Haymarket 25

Circular Quay & The Rocks 26

East Sydney 27

Kings Cross & Potts Point 28

Woolloomooloo 29


Consultation Overview

In 2007, the Late-Night Trading Premises Development Control Plan (DCP) was

adopted to encourage late night trading premises whilst managing potential

adverse impacts on the amenity of residential and other sensitive land uses.

In the 10 years since this DCP was adopted there have been significant changes to

the City. These changes have included:

● Higher population density across the City. New areas such as Green Square

have had a 50% increase in population from the 2001 census to the 2016

census.

● Census data shows that between 2011 and 2016, approximately half of the

respondents in Sydney’s local government area were new residents in the

City.

● Legislative framework changes including the State Government lock-out

laws.

Given the extent of change within the City since the 2007 DCP was adopted,

Council passed a motion in October 2017 to review the late-night trading areas and

hours. They called for an extensive consultation to allow the community to provide

feedback on new areas of the City that should be considered for late night trading,

so as to allow for sustainable growth.

OBJECTIVES

The main objective of this project was to engage City of Sydney residents and

visitors in the “late night precinct boundaries and operating hours” conversation,

and get their feedback on new areas, desired changes and initiatives. This

feedback will shape the City’s ongoing response and planning prioritisation.

Key requirements included:

● Ability to accurately capture the community’s satisfaction or dissatisfaction

with existing late-night precinct boundaries (areas) and operating hours

(times).

● Ability to test the community’s appetite for new boundaries or changes to

existing boundaries (both extensions and contractions).

● Ability to discover what types of late night trading the community wants,

where, and until what time.

● Ability to educate the community on planning, and what’s involved in

keeping businesses open late, so that the community understood the

processes involved and the extent to which Council has the ability to control

and act.


MOBILE APPROACH

As a part of the consultation, the community was encouraged to download the

Sydney Your Say app and provide their feedback to formulated “yes/no” survey

questions developed by the City. Users were incentivised to answer these

questions and leave freeform feedback by being rewarded with vouchers to local

retailers and the knowledge that their voices were being heard. Users were also

able to opt-in to share anonymized sensor data alongside survey responses, to

enrich their feedback. Sensor data included location and WiFi usage, and sharing

could be turned off/on at any time in the app settings.

The ntropy app sat alongside a suite of other consultation methods that the City of

Sydney developed and delivered outside of ntropy. These methods included a

random phone survey of residents, pop-up events at late night precincts, an online

survey and the development of discussion guides to enable community hosted

conversations and the gathering of feedback.

RESULTS

Over the course of 3-weeks, 422 users downloaded the Sydney Your Say app,

answering more than 50,000 questions through the use of a “yes/no” swipe

interface and freeform text input. Of these users, 58% were male and 42% were


female, with 65% of all responses coming from users aged between 18 and 34. This

engagement method proved to be successful in engaging a younger demographic

who are typically difficult to reach. Sensor data captured throughout the

consultation showed that most users either lived, worked or frequently visited the

Sydney CBD and surrounding areas, indicating that the response pool was made

up of community members likely to be affected by changes to late-night trading

rules. 21% of users were visitors from other parts of Australia or overseas.

Common themes were identified across all precincts, with an overwhelming level of

support shown for businesses and areas staying open later. Most users were keen

for late-night trading areas to be larger, and to include a wider variety of venues

including restaurants, small bars and performance venues. Demand for additional

businesses and later hours was particularly high for those areas where a larger

percentage of users voted it as safe.

Feedback also showed that a primary motivator for visiting certain precincts over

others was the distance to a user’s home. A high number of users stated that they

chose to visit areas close to home out of convenience. Of the precincts asked

about in the consultation, Newtown, Surry Hills and Darlinghurst were the most

popular areas to go out in. Freeform answers indicated that Marrickville and

Annandale were areas that the community wanted to also focus on. Note that these

are outside of the City’s local government area so not included in this consultation.


Key Engagement Statistics


Key Engagement Statistics

*Users were able to pick and choose which areas they wanted to provide feedback on. Some areas

received more feedback than others.

5,000,000 data points collected

52,110 questions answered*

13,095 unique WiFi hotspots

422 users engaged

107 unique postcodes surveyed

Where did the feedback come from?

Postcode data gathered during signup showed engagement across Australia and

beyond, however the clear majority of engagement came from suburbs in the inner-

Sydney region. Coloured dots on the maps below indicate unique postcodes and

their location.


The Sydney Your Say Mobile Application captured over 52,000 question responses from 107 different

suburbs across Australia. Shown above is a visualization

of each suburb, with size representing the amount of

feedback gathered from each.


Demographic Profile

58% Male

42% Female

Application Users – Likes and Interests

Demographic data provided by Google and Apple shows the key interests of

respondents. This showed the Sydney Your Say mobile app users were mostly tech

savvy people who enjoy media, entertainment, travel and shopping.

65% aged between 18-34



Application Users – What best describes you?

Users were asked to provide additional information about themselves using

“yes/no” responses. Of the 1,727 responses provided, most users lived in the inner

city, with 78% of them Sydney residents.


TABLE 1: What are users doing in Sydney?

Live in the inner city 75%

Study in the inner city 23%

Own a business in the inner city 12%

Visitor from other parts of Australia 10%

Visitor from overseas 11%

TABLE 2: What are the user behaviors?

Go out in inner city areas 84%

Go to pubs and nightclubs 82%

Go to cafes and restaurants 94%

Go to small bars 87%

Go to venues for live music and cultural events 83%

Go to shops that are open late 87%

Stay out after 10pm 90%

Stay out after midnight 71%

Stay out after 2am 47%

Stay out all night 32%

Application Users – Behaviors


Sensor data showed that a large majority of survey

respondents worked, lived or spent time in the inner

city. The vast majority spent time in popular inner-city

nightlife areas as well as popular areas in surrounding

suburbs.


High Level Responses & Insights


King Street, Newtown

Key Findings

Newtown received the highest number of responses from users. There is a clear desire for

more music and cultural venues (89%) than pubs and clubs (60%).

Sample Comments from Freeform Responses

215

users

❖ 215 users provided feedback on Newtown

❖ 3,413 swipes / questions answered

❖ 31% of responses came from Newtown residents

❖ 96% of users think that Newtown should stay open later


Erskineville Rd, Erskineville

Key Findings

Most users see Erskineville as a safe neighbourhood (88%) and would like to see more

cafes and restaurants in the area (88%).


128

users

❖ 128 users provided feedback on Erskineville


❖ 14% of responses came from Erskineville residents

❖ 76% of users think that Erskineville should stay open later


Botany Road, Green Square

Key Findings

A large number of users feel that Green Square isn’t vibrant (74%) or diverse (74%). 91% of

users voted for more cafes and restaurants in the area.


93

users

❖ 93 users provided feedback on Green Square


❖ 28% of responses came from Green Square residents

❖ 75% of users think that Green Square should stay open later


Redfern

Key Findings

There is a high level of support for more live music and cultural venues in Redfern (86%),

compared to pubs and clubs (66%). Just under 60% of users think Redfern is diverse.


130

users

❖ 130 users provided feedback on Redfern


❖ 32% of responses came from Redfern residents

❖ 86% of users think that Redfern should stay open later


Devonshire Street / Elizabeth Street, Central Station

Key Findings

Over 50% of users deem Central Station to be unsafe, with 88% of users classifying it as

busy. There is a clear call for more shops and services in this area (80%).


122

users

❖ 122 users provided feedback on Central Station


❖ 24% of responses came from Central Station residents

❖ 85% of users think that Central Station should stay open later


Glebe Point Road, Glebe

Key Findings

A high number of users live in the Glebe area (38%), with 90% voting “yes” when asked if

the neighbourhood is safe. 90% of users also voted for more small bars.


66

users

❖ 66 users provided feedback on Glebe


❖ 38% of responses came from Glebe residents

❖ 91% of users think that Glebe should stay open later


Broadway

Key Findings

Compared to other suburbs, votes on the mix of late night businesses being “about right” is

fairly evenly split at 52% ‘no’ and 48% ‘yes’.


75

users

❖ 75 users provided feedback on Broadway


❖ 32% of responses came from Broadway residents

❖ 92% of users think that Broadway should stay open later


Darling Harbour & Union Street, Pyrmont

Key Findings

Most users consider Pyrmont to be lively and fun (71%), however there is a clear desire for

more live music and performances in pubs, bars and restaurants (91%).


78

users

❖ 78 users provided feedback on Pyrmont


❖ 19% of responses came from Pyrmont residents

❖ 86% of users think that Pyrmont should stay open later


Crown Street, Surry Hills

Key Findings

Surry Hills is a popular area to go out in, with most users agreeing that it’s diverse (86%),

safe (86%) and vibrant (89%). Users would like to see more small bars and live music.


189

users

❖ 189 users provided feedback on Surry Hills


❖ 22% of responses came from Surry Hills residents

❖ 93% of users think that Surry Hills should stay open later


Oxford Street & Taylor Square

Key Findings

There is less demand for more pubs and clubs in Oxford Street when compared to other

areas, however 92% of users would like to see more live music and performances.


178

users

❖ 178 users provided feedback on Taylor Square


❖ 23% of responses came from Taylor Square residents

❖ 93% of users think that Taylor Square should stay open later


Oxford Street, Paddington

Key Findings

Few users live in the Paddington area, however 75% go out in this neighbourhood and 94%

consider it to be safe. 88% of users would like to see more small bars established.


125

users

❖ 125 users provided feedback on Paddington


❖ 17% of responses came from Paddington residents

❖ 86% of users think that Paddington should stay open later


Sydney CBD

Key Findings

An overwhelming majority of users voted for businesses to stay open later in the Sydney

CBD (98%), with strong support for more small bars, live music and cultural events.


116

users

❖ 116 users provided feedback on the CBD


❖ 25% of responses came from Sydney CBD residents

❖ 98% of users think that the CBD should stay open later


Haymarket

Key Findings

Unlike most other areas, 59% of users voted “yes” when asked if the mix of late-night

businesses is about right in Haymarket.


72

users

❖ 72 users provided feedback on Haymarket


❖ 21% of responses came from Haymarket residents

❖ 94% of users think that Haymarket should stay open later


Circular Quay & The Rocks

Key Findings

Most users deem Circular Quay and The Rocks to be safe and vibrant areas. There is more

support for small bars (95%) than pubs and clubs (64%).


95

users

❖ 95 users provided feedback on Circular Quay & The Rocks


❖ 15% of responses came from Circular Quay & The Rocks residents

❖ 86% of users think that Circular Quay & The Rocks should stay open later


East Sydney

Key Findings

A high proportion of users live in East Sydney (38%), with high levels of support given

across the board for more cafes, bars, restaurants, live music and cultural events.


95

users

❖ 95 users provided feedback on East Sydney


❖ 38% of responses came from East Sydney residents

❖ 95% of users think that East Sydney should stay open later


Kings Cross, Potts Point & Darlinghurst

Key Findings

Compared to other areas surveyed, there is less support for businesses to stay open later

in Kings Cross and Potts Point (77%).


128

users

❖ 128 users provided feedback on Kings Cross, Potts Point & Darlinghurst


❖ 26% of responses came from residents

❖ 83% of users think that Kings Cross, Potts Point & Darlinghurst should

stay open later


Woolloomooloo

Key Findings

A smaller number of users chose to provide feedback on Woolloomooloo. 25% of users

who responded live in the area, with calls for more transportation in freeform responses.


71

users

❖ 71 users provided feedback on Woolloomooloo


❖ 25% of responses came from Woolloomooloo residents

❖ 83% of users think that Woolloomooloo should stay open later

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