24.10.2016
Opinion regarding selected aspects of Kyiv development: advertising, tourism
- According to the survey data, 35% of Kyiv residents are satisfied with the performance of the Mayor of Kyiv, which is three times higher than satisfaction with the work of the Kyiv City Council deputies and the Kyiv City State Administration. At the same time, half of respondents are dissatisfied with the mayor’s work, and two thirds are dissatisfied with the activities of the City Council and the City Administration.
- At the same time, 28% said that their attitude toward Kyiv Mayor Vitali Klitschko has improved during his time in office, while 54% said it has worsened. The greatest improvement in attitudes was observed among young people and those with higher levels of education and income.
- If the mayoral elections were held in the near future, Vitali Klitschko would receive the most support – 35% among those who intend to vote and have made up their minds. Boryslav Bereza would be supported by 12%, Volodymyr Bondarenko by 9%, Oleksandr Omelchenko by 8%, Serhii Husovskyi by 5%, and Oleksandr Puzanov by 4%. These results broadly reflect the 2015 local election pattern, though over the past year support for Klitschko and Husovskyi has declined slightly, while support for Bereza has increased. About 40% of Kyiv residents have not yet decided or do not intend to vote.
- Among the city’s problems, utility tariffs worry Kyiv residents the most (77%). About one third are concerned about corruption in city authorities, the work of municipal services, and the quality of roads and public utilities. Almost a quarter worry about chaotic parking and courtyard maintenance, 21% about traffic jams and apartment burglaries, 19% about chaotic urban development, and 13% about the excessive number of small kiosks (MAFs). Only 5% are concerned about the chaotic placement of outdoor advertising, and 4% about its excessive volume.
- Accordingly, nearly two thirds (58%) believe that changing outdoor advertising rules is not a priority for Kyiv’s city authorities, while 29% consider it one of the priorities.
- At the same time, the vast majority of Kyiv residents have not heard that the outdoor advertising industry creates thousands of jobs and that advertising revenues to the city budget in 2015 amounted to 240 million UAH. Those better informed tend to be people with higher education and income, those who are employed, and more often young and middle-aged residents.
- A plurality (44%) are convinced that the fewer changes are made to business rules, the better. 15% believe the government should change business rules every 5–10 years, and another 15% believe this should happen every 1–5 years.
- Almost half (47%) believe that the concept of reforming outdoor advertising should be a compromise between business and authorities. 22% think the reform should be based primarily on the position of city authorities, and 5% primarily on business interests. Entrepreneurs are three times more likely to favor the business position, while older people more often support the authorities’ stance.
- Among different types of outdoor advertising, the most favorable attitudes are toward store and kiosk signs, while the most negative attitudes are toward advertising placed on buildings.
- Supporters of moderate reduction of outdoor advertising outnumber supporters of major reductions. Those favoring moderate reductions are more often people with middle and above-average income, higher education, and youth. About one third believe nothing should be reduced at all. About 40% support a slight reduction of outdoor advertising. Only 14% want citylights removed entirely, and 18% want billboards removed.
- When social advertising is mentioned, respondents become more tolerant toward outdoor advertising: the number of supporters of reductions decreases, while the number of those who prefer no changes increases.
- About one third believe that a major reduction in outdoor advertising could lead to job losses and reduced city budget revenues; almost 20% think it would lead to lower tax revenues; 13% think it would cause small and medium-sized businesses to close or shrink; and 7% fear worsening investment conditions. Only one quarter see no serious risks. Pensioners are most likely to see no risks; youth and entrepreneurs least likely.
- Among causes of road accidents in Kyiv, drivers most often mentioned violation of traffic rules by drivers (56%), road conditions (54%), insufficient driving skills (33%), poor or missing road markings (26%), pedestrian violations (25%), poor street lighting (23%), distraction by advertising (21%), and traffic light problems (10%).
- Two thirds consider Kyiv a comfortable city for tourists, and nearly 90% believe Kyiv has strong potential to become even more attractive.
- The main advantages of Kyiv as a tourist city are architecture and historical landmarks (65%) and Ukrainian cuisine (58%), followed by museums and theaters (44%), parks (42%), city appearance (37%), friendly people (35%), restaurants (33%), and modernity (25%).
- The main disadvantages are low foreign-language skills (33%), safety concerns (32%), high prices (31%), and poor transport infrastructure (26%). About one in five also believe Kyiv is not modern enough, has an unattractive appearance, or that tourist information is hard to access. Only 9% consider available sex services an advantage, and only 6% see illegal sex services as a major disadvantage.
- Almost 35% traveled to Europe in the past five years, and 30% traveled to CIS countries. Young and middle-aged people traveled abroad almost three times more often than older residents, mostly those with higher education and income.
- Those who frequently visited Europe evaluate Kyiv differently: they more often cite parks, low prices, and affordable housing as advantages, and poor foreign-language skills, transport problems, limited festivals, weak nightlife, illegal sex services, and modest cuisine as disadvantages. At the same time, they consider Kyiv safer than do those who traveled abroad once or never.
- About 75% support Kyiv hosting Eurovision 2017, though only one third think the city is ready for it. 83% also support hosting the UEFA Champions League Final in 2018. Support for both events is higher among young people; Eurovision is equally supported by men and women, while the Champions League Final is supported more by men.
- Reference information: The Association of Outdoor Advertising Operators of Ukraine is a nationwide public organization representing the outdoor advertising industry and monitoring the balance between public, governmental, and business interests.
Rating Group was founded in 2008 as an independent research organization operating under ESOMAR and WAPOR standards.
Methodology
- Audience: Kyiv residents 18 years and older. The sample is representative by age, gender, area of residence.
- Sample: 1000 respondents.
- Personal formalized interview (face-to-face).
- Inaccuracy no more than 3,1%.
- Fieldwork dates: 16-20 of September 2016.
.webp)
