The BID conducted a market research survey in Ilkley town centre to identify and target potential new visitors for local businesses. The survey aimed to gather insights into visitors’ demographics, travel patterns, reasons for visiting, and spending habits.
Key Findings:
Visitor Demographics: A significant portion of visitors (127) were from outside of Ilkley (LS29), with a notable presence from BD and LS postcodes. However, visitors from Lancashire, other parts of the UK, and even international locations like Australia and Dubai were also represented.
Travel Patterns: The majority of visitors (88%) drove to Ilkley, and most (78%) were planning for day visits. A significant number (49%) combined their visit with leisure activities in the surrounding area, such as visiting the river, moors, parks, and Cow & Calf.
Time Spent and Areas Visited: The average visitor planned to stay in Ilkley for around half a day (51%), with a significant portion (34%) planning to stay for 1-2 hours. The Grove was the most visited area, followed by Brook Street, The Moors, Leeds Road, and Skipton Road.
Visit Frequency and Reasons: For LS29 visitors, shopping was the primary reason for visiting (95%), followed by leisure (84%). A significant portion of visitors (78%) across all demographics were shopping, while leisure activities were also a major draw (78%).
Social Media Usage: Facebook was the most popular social media platform among respondents, followed by Instagram. However, a significant portion (31%) did not use social media, particularly among older age groups (42% of respondents were 60+).
Awareness and Spending: While a majority of visitors were aware of the Discover Ilkley website and free Wi-Fi, fewer were familiar with the Ilkley Gift Card. Spending habits varied, with the majority spending between £10 and £50 per visit.
These findings provide valuable insights for the BID and local businesses in understanding their visitor base and developing targeted marketing strategies to attract new customers and enhance the overall visitor experience in Ilkley.
