MyTown's Target Market?
Location: Currently, North Wales.
Demographic: The Non-Welsh Speaking Population.
Why aim mostly to the Non-Welsh speaking population & Tourists?
The Language
The thousands of non-Welsh, ‘English’ speaking residents who have moved into the area and the tens of thousands of visitors who visit the area each year.
Many small local businesses in North Wales are struggling to tap into this lucrative market, due to the cost and strategical difficulties.
The Latest Stats
The latest Welsh Government statistics 2018/19 show the population of Welsh speakers in North Wales: Currently, there are just half a million people in the whole of Wales who can speak Welsh with a population of around 3 million people; that makes up just 19% of the population of Wales.
- Wrexham: 136,000* population with only 13% Welsh speakers = 17,000*
- Flintshire: 156,000* population with only 13% Welsh speakers = 20,000*
- Denbighshire: 95,000* population with just 20% Welsh speakers = 20,000*
- Conwy: 117,000* population with 27% Welsh speakers = 31,000*
- *Anglesey: 70,000* population with 57% Welsh speakers = 38,000*
- *Gwynedd: 124,000* population with 65% Welsh speakers = 77,000*
(* Approximate)
* Only Anglesey & Gwynedd has more than 50% of its population who are Welsh speakers
Approximate population of 700,000 = with approximate 200,000 Welsh speakers.
Only 60% of those that can speak Welsh are said to be fluent and/or to use the language on a daily basis. Very few speak only Welsh, English remains the most widely spoken language, spoken fluently by almost everyone in Wales.
The Population
The Office for National Statistics shows that since 2016, 97% of Wales’ population growth is due to migration, 60% of them are from the UK.
In the last year, North Wales had over 6200 new residents move in from the UK and over 2600 from overseas. With similar numbers of Welsh-born speaking residents moving out of North Wales.
According to the most recent results of the Welsh Language Use Survey.
The Annual Population Survey conducted by the Office for National Statistics for the year ending in March 2019.
Between 2013–15, 24% of adults in North Wales were able to speak Welsh.
The results for the most recent National Survey for Wales (2017-2018) suggest that only 19% of the population aged 16 and over were able to speak Welsh.
In general, the population between Welsh-speaking adults and non-Welsh-speaking adults is significantly growing apart in North Wales, with a non-Welsh speaking population growing & Welsh-speaking population declining.
Disposable Incomes
North Wales has the second-lowest disposable incomes in the whole of the UK, just 1 pound a week higher than Northern Ireland.
The Office for National Statistics also shows that non-Welsh speakers moving into the area from the UK has a significantly higher disposable income than Welsh-born residents. New residents from the UK are coming to either to retire or for a more comfortable work/life balance, bringing with them a higher level of disposable income to spend, whether it is to invest in property or just to enjoy a more comfortable family lifestyle.
Many of our new tempory residents are moving into North Wales from overseas are also coming for higher education, bringing with them an even higher level of disposable income to spend locally.
Climate Change
Last year alone! Europe has seen a 64% of the population changed their travel plans and chose to reduce their trips aboard because of climate change, as they stay locally within their country. Last year 1 in every 5 people reduced the number of flights of regular flyers to stay more locally using trains or their cars. Wales is seeing an increased number of tourists from the UK.
Tourism is Booming in North Wales
North Wales sees Millions of visitors each and every year.
Tourists and visitors spend more than £17 Million per day in Wales, amounting to £
The latest figures reveal that over the last year, the amount of money being spent by Day-trippers to North Wales has more than doubled. Day trips worth an extra £1,853 Billion to the local economy, an increase of 13.8% from last year. (Total expenditure of 4 Billion for Wales).
Around 100 Million Day-trippers were recorded in 2016 & 96 Million in 2018.
Just under 1 Million international visitors in 2018 with an expenditure of around half a Billion, an increase of 9.7% from last year.
The 5 most popular activities undertaken by tourists in Wales are;
1st Walking
2nd Shopping
3rd Hiking Mountains
4th Visiting Attractions
5th Visiting Museums and Galleries
Most of the most popular tourist attractions in Wales are mostly located in North Wales, bringing Millions of visitors each year with disposable incomes to spend in and around North Wales.
(Figures are from; (North Wales Tourism Board) (Dailypost) (Gov. Wales) (Wales Tourism Performance Report)
Solution
Most tourists and new residents who have moved into an area will not know the local businesses within that area.
The MyTown Marketing Platform App opens up new opportunities for local businesses to tap directly into the non-Welsh speaking market and make it easier for non-Welsh speaking customers to find and to do business with them.
