A MOST APPROPRIATE BOROUGH FOR CONDUCTING YOUR MARKET RESEARCH

This document tries to explain in a brief but consistent way the main reasons why Ealing is considered by many of our clients, one of the best London Boroughs where to base their Market Research projects. As you will see throughout the information given, the main factors are its successful local economy, large working age population, stable rates of employment and widely varying median income levels. 1. Location Easy to commute for respondents and clients, having District, Central and National rail lines at only 2 minutes walking from our office. Well communicated for drivers being 5 minute drive from A40 and A406, 10 minute drive from A4 and 20 minutes from M40 and M4. Very close to Heathrow Airport for an easier access for International Clients. Ealing Broadway is the neuralgic centre of the Borough and offers easy access by car and public transport to the rest of wards and to our neighbour Boroughs. Therefore it is also an asset the fact that 34.5% of our 3000 respondents panel is living and/or working in Ealing and the surrounding West London Areas.

2. Population and Demographic Issues Ealing is the 3rd largest borough of Londons 32 boroughs in terms of population1. Competing only with Barnet and Croydon, being these two not as well communicated, diverse and economically well spread as Ealing.

1 Source:

State of Ealing Population p. 2 Download available at http://www.ealing.gov.uk/downloads/download/996/state_of_ealing-population

The population of Ealing has risen from 286,400 in 1994 to 339,300 in 2011 according to the Office of National Statistics (ONS) mid-year estimates (Figure 2.1)2. Ealing Population Trends 1994 2010

Source: Office for National Statistics (ONS)

Apart from being one of the most populated London Boroughs, Ealing is as well one of those with a bigger number of households, especially Households with a Married Couple with 1 or more dependent children.

Source: Ealing joint strategic needs assessment 2012. Chapter 2: Population characteristics and change p. 2 Download available at http://www.ealing.gov.uk/downloads/download/1018/ealing_joint_strategic_needs_assessment

In the last years Ealing has seen its yearly births rate increase continuously. There was an increase of 33% in the number of births in 2010 as compared to the number in 20023. This gives a projection from current 22% to a 24% of the population to be 0-15 years old in 2031, which we consider a specifically good asset for children researches.

On average, boroughs in Outer London have more people per GP than boroughs in Inner London. Regarding Ealing health coverage levels, statistics (People per GP) show that these are amongst the lowest compared with Outer London average what means that GP coverage in the Borough is in very good condition.

Sources: Office for National Statistics (ONS) and NHS Information Centre 2011

3. Ethnicity Diverse in many aspects: age, ethnic origin, religion Our population offers as a result an outstanding Cultural Diversity that represents perfectly the overall London diversity. It is recognised as the fourth most ethnically diverse local authority area in the country (and the third most diverse in London with 47% of the population coming from black and minority ethnic backgrounds 4), in

3 4

Source: State of Ealing Op. Cit. p. 5 Source: Ealing joint strategic needs assessment 2012. Chapter 2 Op. Cit. p. 36

terms of the sheer number of people from different ethnic backgrounds residing here, and the evenness of their distribution across the borough5.

Proportions of ethnic groups in Ealing, 2011

10% 6% 2% 0% 4%

White Black Caribbean Black African Black Other Indian 53%

Pakistani
Bangladeshi Chinese

15%

2% 4% 4%

Other Asian Other

Source: GLA ethnic group projections 2011 round, SHLAA, borough standard fertility; March 2012; http://data.london.gov.uk/datastore/package/glaethnic-group-projections-2011-round-shlaa-borough-standard-fertility

Ealing is also recognised as the 6th most diverse borough in terms of faith6.

Proportions of religions in Ealing, 2006-10

Source: Population by religion, borough, 2006-10: Annual Population Survey; ONS, 2011; http://data.london.gov.uk/datastore/package/percentagepopulation-religion-borough

5 6

Source: State of Ealing Op. Cit. p. 10 Source: State of Ealing Op. Cit. p. 11

Ealing has settlers from all over the world; in fact the borough has residents from over 170 different countries. Ealing has not only the most Indians in London, but also the largest population of people of Polish, Afghani and Iraqi origins. Ealing has the second largest number of Irish people (after Brent), Iranians (after Barnet), Japanese (after Barnet) and Somalians (after Brent)7. In recent times, people from Pakistan, Somalia, Sri Lanka, Iraq, Iran and Afghanistan have come to Ealing seeking asylum from conflicts and poverty8. Main countries of birth of Ealing residents, 2001

Source: 2001 Census, Office for National Statistics (ONS), 2003

4. Socio-Economic factors Ealing follows the general employment and unemployment tendencies of overall London and show slightly better results compared to Great Britain figures. Therefore, it offers as well a good representation of how current crisis changes affect the population buying habits. In the last years Ealing has seen its working age population (16-64) rate increase continuously, showing a higher proportion of people working age than older people, in line with other London areas. The working

age population (males aged 16-64, females aged 16-59) in Ealing has risen by 22.6%, this is slightly lower than the increase seen in London (25.3%) but almost twice as much as that in England
7 8

2001 Census, Office for National Statistics (ONS), 2003 Home Office: Asylum statistics quarterly reports, 2007

overall (11.3%)9. No wonder Ealing has the third highest working age (16-64) population in London10.
Employment and Unemployment October 2010-September 2011

Source: ONS annual population survey * % are for those aged 16-64 years ** % is proportion of economically active

Regarding housing tenure types as a clear socio-economic indicator. Ealing has higher percentages of homeowners, both outright or with a mortgage, than Greater London but lower than the England percentages. However outright owners are very slightly below the West London percentage in Ealing but owners with a mortgage are higher than West London. Shared Ownerships and Private Renting are higher than West London, Greater London and England percentages. Ealing has lower than West London, Greater London and England levels of Social Renting11.

Percentage Housing Tenure types in Ealing, West London and Greater London

Source: Office for National Statistics (2001)

Source: Ealing joint strategic needs assessment 2012. Chapter 2 Op. Cit. p. 3

10

Source: Ealing joint strategic needs assessment 2012. Chapter 3: Socio-economic factors p. 20 Download available at http://www.ealing.gov.uk/downloads/download/1018/ealing_joint_strategic_needs_assessment 11 Ibid. p. 16

Income levels in the borough are nothing but a perfect reflect of the overall economic diversity amongst wards but showing as well the general over the average level compared to London. The average weekly income level is Ealing 574.908F9. This is higher than the London average of 510.20 and is the 8th lowest income of the London boroughs, similar to levels in Croydon and Hillingdon. Income levels in West London range from 493.60 in Brent to 650.60 in Hammersmith & Fulham. Income levels within Ealing range considerably. The ward of Walpole has the highest median annual income of 43,700 compared to 25,100 in the lowest earning wards of both Southall Green and Southall Broadway12.

Most significant increases and falls in median income by Ealing ward

Source: Ealing Childcare Sufficiency Assessment 2011 Unequivalised Median Household Income CACI Paycheck 2007 and 2010.

Satisfaction with Ealing as a place to live is high 83% of local people who responded to the 2010 Residents Survey reported satisfaction with their local neighbourhood, and the scores for those who are very satisfied (48%) is almost double than the London average13.

5. Education levels Ealing has a slightly lower proportion of residents with higher qualifications (NVQ4 degree level or above) than London, but higher than Great Britain. In West London this is the second highest level after Hammersmith & Fulham with 50.4%14. Stability leads to better outcomes for the child. A low percentage represents good performance. In 201112, Ealing had 11.2% of LAC with three or more placement moves which is still lower than the 2010-11 London average of 11.8%, however it is slightly higher than the 2010-11 England average of 10.7%15.

12 13

Ibid. p. 29

Source: Ealing joint strategic needs assessment 2012. Chapter 5: Strong and Engaged Communities p. 2 Download available at http://www.ealing.gov.uk/downloads/download/1018/ealing_joint_strategic_needs_assessment 14 Source: Ealing joint strategic needs assessment 2012. Chapter 3 Op. Cit. p. 27
15

Source: Ealing joint strategic needs assessment 2012. Chapter 16: Children and Young People p. 45 Download available at http://www.ealing.gov.uk/downloads/download/1018/ealing_joint_strategic_needs_assessment

National Indicator (NI 62) Stability of placements of looked after children percentage of children with three or more placement moves in the year

Source: Department for Education 2011

Good figures in Primary School attainments.

Key stage 1 results by key indicators, 2012
Teachers make an assessment of the national curiculum level pupils are working at the end of key stage 1 when pupils are 7 years old. The expected level of attainment at 7 is a level 2, the table below shows the proportion achieving level 2 or above in reading, writing, and maths and also achieving level 3's. It also shows the average point score achieved.
Ealing av. National av. Reading L2+ Reading L3+ Writing L2+ Writing L3+ Maths L2+ Maths L3+ Average point score 87% 25% 81% 13% 90% 23% 15.4 87% 27% 83% 14% 91% 22% 15.5

Key stage 2 results by key indicators, 2012

Key stage 2 tests are taken in year 6 when pupils are 11 years old. The expected national curiculum level of attainment at 11 is a level 4, the table below shows the proportion achieving level 4 or above in English and maths tests, as well as achieving level 5 or above and level 6's. It also shows the average point score achieved and measures of progress.
Ealing av. National av. English L4+ English L5+ English L6 Maths L4+ Maths L5+ Maths L6 English and Maths L4+ 2 Levels Prog Eng 2 Levels Prog Math 86% 38% 0.1% 86% 42% 5.3% 81% 93% 90% 28.5 85% 37% 0.0% 84% 39% 3.0% 79% 89% 87% 28.3

Average point score

Source: Office for National Statistics (ONS)

Good figures in Primary School attainments.

GCSE and equivalent results by key indicators, 2012
GCSE and equivalent qualifications are taken in year 11 when pupils are 15/16 years old. The table below shows the proportion of pupils achieving 5 or more grades at A* to C or equivalent and the proportion achieving this level but including English and maths. It also shows proportions of pupils achieving 5 or more passes at any grade and achieving any passes. The average point score is also shown.
Ealing av. National av. 5+A*- C 5+A*- C inc. Eng & maths 5+A*- G Any passes English Bacc 3 Levels Prog Eng 3 Levels Prog Math Average point score 78.8% 57.7% 96.5% 99.3% 20.3% 76.2% 74.0% 466.3 83.0% 58.8% 95.6% 99.3% 16.2% 68.0% 68.7% 481.1

NB. National average based on all state funded schools only

Post-16 results by key indicators, 2012

Post-16 results are the achievement of pupils studying towards the end of advance level study in general and applied A and AS level examinations and equivalent qualifications. The table below shows the average point score per student and average point score per exam entry.
Ealing av. National av. Average point score per student Average point score per examination 747.3 212.2 733.0 212.8

NB. National average based on all schools and FE colleges

Source: Office for National Statistics (ONS)

Good attendance levels: The total absences for Ealing in 2010/11 is below London and England levels. Broken down, in the same year we can see that unauthorised absences in Ealing fit this pattern but authorised absences are the same as the London average but lower than the national average. Overall total absences in Ealing are lower than in 2009/1016.

Source: Department for Education 2012

16

Ibid. p 54

Good level of 19 year olds with at least NVQ3. This is a specially positive indicator if we keep in mind the fact that compared to 2007-08, the proportion of 19 year-olds lacking Level 3 qualifications has fallen everywhere (Barking and Dagenham, Southwark, Haringey, Waltham Forest and Westminster all saw a fall of at least 10 percentage points)17.

Source: Office for National Statistics (ONS)

17

Source: Office for National Statistics (ONS)