EduBourseActualitésForget the gloom – Brits are loving life

Forget the gloom – Brits are loving life

One third of Brits highly satisfied today and most of us optimistic for the future

Despite the recession and bad weather, it seems people in the UK are finally coming out of the doldrums according to a new survey revealed today by first direct. The ‘Love Life’ survey found that just over two thirds (69%) of Brits are currently satisfied with their life (33% highly satisfied) and six out of 10 (62%) are optimistic about the future.

The survey also revealed that over half of us (54 per cent) say we’re more satisfied today than five years ago. This is despite 2005 being a year when property was booming, Britain had one of the lowest unemployment rates in the world and London won the Olympic bid.

Natalie Cowen, head of brand at first direct, said: “As a bank that has customer satisfaction at its heart, we wanted to understand the level of satisfaction and happiness across the UK. We surveyed more than 4,400 people and the results are encouraging, as it seems that we’re heading into the new decade with a much more optimistic view.”

Looking at the different aspects of people’s life, the research found that twice as many Brits are highly satisfied with their love life (42%) than with their appearance (19 per cent). 70 per cent of people are happy with their home and neighbourhood (40% highly so) and nearly two thirds of people are satisfied with their quality (65%) and quantity (60%) of leisure time.

When asked which of life’s essentials they were most satisfied with the local supermarket (31%), internet service provider (28%) and mobile phone provider (23%) were the top three selections. Electricity (6%), gas (5%) water (5%) suppliers along with local (5%) and national government (5%) were the least frequently chosen. A total of 18 per cent of people said they weren’t satisfied with any of the everyday services on the list.

Whilst we’re a pretty satisfied nation there are still improvements people would like to make. When asked what would make them love life the most if they could achieve it, improving their overall health (28%, including physical and mental) and losing weight (27%) were the top ranking aspirations. Following on from these options, financial goals such as clearing debts (25%), obtaining a better level of savings (24%) and paying off their mortgage (20%), were the things most people would like to achieve.

Interestingly, people were far less concerned with making more elaborate improvements. For example, only two per cent of people felt cosmetic surgery would help them love life more and less than one in 10 (9%) would like to relocate to the countryside.

Natalie continues: “The survey clearly demonstrates how important personal finance and financial security is to people today and there is no doubt it has a significant role to play in helping people feel happier and more content with life.”


For further information or interviews with first direct, please contact Charlotte Brophy ([email protected]) on 0113 220 0538.

Note to editors:

Of those surveyed, the research revealed that only 17 per cent of those unemployed felt completely satisfied in life compared to 31 per cent who are full time, 38 per cent who are working part-time, and 46 per cent of people who are retired.

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4423 adults. Fieldwork was undertaken between 12th – 15th January 2010. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

Completely / highly satisfied refers to those selecting 8 to 10 on a 10 point scale where 10 is completely satisfied and 1 is completely dissatisfied, whilst satisfied refers to those selecting 6 to 10. Completely / highly dissatisfied refers to those selecting 1-3 on the scale

Further regional rankings available on request.

Regional and city statistics:

Overall satisfaction ranking by region:
East of England 74%
Yorks 72%
West Midlands 71%
North East 71%
East Midlands 70%
North West 67%
South East 67%
Wales 65%
London 64%
South West 64%
Scotland 68%

Overall satisfaction ranking by city:

Leeds 76%
Merseyside 66%
(including Liverpool)
Greater Manchester 64%
London 64%
Tyne & Wear
(including Newcastle) 61%
Birmingham 57%

Pierre Perrin-Monlouis
Pierre Perrin-Monlouis
Fondateur de Rente et Patrimoine (cabinet de gestion de patrimoine), Pierre Perrin-Monlouis est un analyste et trader pour compte propre. Il vous fait profiter de son expérience en trading grâce à ses analyses financières et décrypte pour vous les actualités des marchés. Son approche globale des marchés combine à la fois l'analyse technique et l'analyse fondamentale sur l'ensemble des marchés : crypto, forex, actions et matières premières.