Demographics

Age

The median age of people surveyed at the 2018 movie nights was 31. Average age was 33.5. A comparison of people surveyed versus University City’s age makeup from the 2016 American Community Survey is shown below. The results are skewed by the fact that no children were surveyed.

Gender Identity

At the first movie night, 58 (30%) respondents identified as male, 110 (56%) as female, and 6 (3%) as non-binary. 22 respondents did not answer the question. The makeup of University City as a whole is approximately 50.1% female and 49.9% male. The American Community Survey asks about sex and only includes two options. The UCD survey of moviegoers asked the fill-in question, “What gender do you identify most with?”

Income

Household incomes of survey respondents at the movie night skewed higher than income distribution of University City as a whole.

Education

Formal education levels of survey respondents at the movie night were similar to distributions from University City as a whole as seen from the American Community Survey. Residents with less than a high school diploma were underrepresented at the movie nights.

Race

The racial makeup of the movie night respondents was similar to the racial makeup of University City as a whole as seen from the American Community Survey, though slightly skewed to include more white respondents and fewer Asian respondents. 11 respondents did not answer this question in our surveys. We included Hispanic and/or Latino as an option, which the Census considers an ethnicity and not a race. We asked the question, “What would best describe you? (select all that apply)”

Employment

Of the 187 people who responded to the question, “What is your current employment status?” 127 work full time (68%), 20 work part time (11%), 16 are students (9%), 9 are unemployed (5%), 10 are self employed (5%), and 4 are homemakers (2%). The comparison of employed and unemployed people between the district and movie night respondents (of those in the labor force) is shown below.

Housing

A plurality of survey respondents (40%) had been at their current address for one year or less. Conversely, 32% of respondents had been at their current address for 5 years or more. This distribution of duration of residence may represent both the more transient population (likely younger residents and students) and long-term residents in the district.

While the large majority of respondents were from Philadelphia, seven US states were listed as homes of respondents (Pennsylvania, New Jersey, Delaware, North Carolina, Georgia, Nebraska, and California). 66% of respondents live in zip codes 19143, 19104, or 19139. The most common zip codes are listed in the table below along with a map of Philadelphia zip codes represented, labeled by the number of respondents per zip code. University City is shown in red.

Zip code Frequency
19143 61
19104 23
19139 13
19148 5
19146 4
19128 3
19142 3
19147 3

Communications and Development

Most people heard of the event through word or mouth or from Facebook. “Other” responses included: visitphilly.com (3), Google Events (2), Clark Park website (2), uwishunu (1), UCD email (1), letter in mailbox (1), employer (1), online roundup of outdoor movies (1), Metro (1), and Chilly Banana (1).

       

75% of respondents knew that UCD is a non-profit organization. An additional 7% believed that UCD was both a non-profit and government organization or university club.

       

36% of respondents were “not at all familiar” with UCD.

       

The Dollar Stroll is the most well-known initiative among survey respondents, and WPSI is the least well-known.

       

41% of the respondents had not attended any UCD events in the past year. The Dollar Stroll was the most highly-attended event by respondents.

       

Below is a figure showing engagement by demographic group of survey respondents. Not all demographic groups are shown because of small sample sizes of some groups. On the x-axis is a quantified version of the question, “How familiar are you with UCD?” and the y-axis represents the number of different UCD events attended in the past year. The points for each demographic group represent the average of all participants’ responses for those demographic groups. The dashed lines represent averages for all respondents, regardless of demographic group. The upper right of the plot represents more familiarity with UCD and more events attended in the past 12 months, while the lower left of the plot represents less familiarity with UCD and fewer events attended in the past 12 months. The sample sizes of demographic groups are small, so differences may not be statistically significant.

 

 

 

A majority of respondents had never donated to UCD (95%). Ten respondents had donated to UCD in the past. In the margin of the survey, one person who had never donated wrote, “But I will in the future!”

Suggestions for new events respondents would like to see UCD hold in the future: a “meet the neighbors” mixer, events for teens who are about to go to college, flea markets, taco tastings, a cook off, food from all over the world, musical theater, a food truck festival, music festival, West Philly ice rink, community park clean-ups, a compost giveaway, jazz, jousting, showing of EIT’s Doggie Woggiez Poochie Woochiez.

     

Planning and the Event

   

   

The median travel time to arrive to the event was 10 minutes. Average travel time was approximately 16 minutes. Respondents’ journeys ranged from 1 minute to 2.5 hours to arrive at the first movie night.

   

Popular reasons that people came to the first movie night were to spend the evening outside, to be with friends and family, and because of the movie selection.

   

Most respondents (53%) had not visited any UCD public spaces in the past 6 months.

   

   

Parklets, pedestrian crossings, and pedestrian plazas were similarly preferred by respondents. “Other” responses include bike lanes (3), beer gardens (2), parks, general pedestrian infrastructure, public restrooms, a recreation center, pavilions, vape loung, and bath house.