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London Effect (The) - UK - November 2010

With 12% of the UK’s population living in Greater London, this report examines whether people living in London are happier, more content and more likely to interact with their local surroundings to a greater degree than people from elsewhere in the UK, and indeed whether there is a London Effect on consumer outlook and lifestyle.

  • Mintel’s report reveals the motivations behind why we live where we live and how happy we really are, comparing London to the rest of the UK. Londoners are motivated by having everything on their doorstep, including a mix of cultures, being able to buy top brands and regular holidays etc, while those across the UK are more likely to be tied to the area by family and a nice home.
  • Just over half of respondents (54%) to Mintel’s exclusive consumer research claim to be happy with where they live and have no plans to move, with a further 21% happy but with plans to move in the near future. Could this be an indicator of at least a partial recovery in the housing market in 2011?
  • A happy family life and close friends are the two things that matter most to people, while Londoners place a higher importance on having regular holidays, a varied social life and a home to be proud of.
  • Londoners have revealed their altruistic side in that they showed the highest level of agreement that helping in the community is important in life. Londoners are also more engaged with their local surroundings, but having disposable income helps. The data show that Greater London houses 12.4% of the UK’s total population but 40% of the Urban Prosperity group (well-off, professional singles and young families, according to CACI), a marketer’s dream.
  • Mintel measured the ‘drivetime decay’ of major London attractions and found that people are prepared to travel considerably longer for places of history and heritage, such as the Houses of Parliament and Buckingham Palace.
  • The majority of Londoners are positive about the 2012 Games but what is noticeable is the massive support for the games around the UK, with more than a quarter of respondents indicating that they will apply for tickets and a third will probably travel to London while the Games are on.

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Table of contents

  1. Issues in the Market

      • Main issues
        • CACI data
          • Abbreviations
          • Future Opportunities

            • Getting away from it all
              • Green fingers escape and unite
                • Taking your time
                  • Stop climbing and just be with the family
                  • Report Summary

                    • A split city...
                      • ... with more out than in
                        • What’s important?
                          • The happiness stakes
                            • Positive about the Olympics?
                            • Setting the Scene: The Economy

                              • Key points
                                • Testing times
                                  • Figure 1: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                • Austerity savings
                                  • Out of recession… but for how long?
                                    • Figure 2: GDP quarterly percentage change, Q1 2004-Q2 2010
                                  • Employment market remains uncertain
                                    • Figure 3: Employment and unemployment, by gender, 2005-15
                                  • Consumer confidence in the balance
                                    • Figure 4: GfK NOP Consumer confidence index, January 1988-September 2010
                                  • Low interest rates continue to help many
                                    • Figure 5: UK Inter-bank, three-month rate+ and selected UK bank rates*, January 2001-September 2010
                                • Setting the Scene: The People

                                  • Key points
                                    • ABC1s over half of population
                                      • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                                    • Growth in families and retirees
                                      • Figure 7: Forecast adult population trends, by lifestage, 2005-15
                                    • One-person households on the rise
                                      • Figure 8: UK households, by size, 2005-15
                                    • Dial up and go work at home
                                      • Figure 9: Broadband penetration, by key demographic groups, 2004-10
                                    • Can the Olympics help kick obesity?
                                      • Figure 10: Trends in obesity, by gender, 2007-10
                                  • Regional Background

                                    • Key points
                                      • London split
                                        • Figure 11: Comparison of London and UK ACORN category, August 2010
                                      • Capital and national spend
                                        • Figure 12: Comparison of London and UK expenditure, house value and household income, August 2010
                                      • London, the playground of the wealthy
                                        • Figure 13: Comparison of London and UK social scene ACORN category, August 2010
                                      • More out than in
                                      • Reasons for Where We Live

                                        • Key points
                                            • Figure 14: Reasons for living in current location, August 2010
                                          • Convenience calls
                                              • Figure 15: Map showing reasons for living in current location, August 2010
                                            • Affordable abodes
                                            • Interaction with Local Area

                                              • Key points
                                                  • Figure 16: Facilities/activities in local area, August 2010
                                                • The bare necessities
                                                  • Shopping rules
                                                    • Green spaces split the country
                                                      • Figure 17: Map showing usage of park/local green space in last month, August 2010
                                                  • What’s Important in Life?

                                                    • Key points
                                                      • What matters most in life
                                                        • Figure 18: Things that matter in life, August 2010
                                                      • I just want to be happy...
                                                        • ... and financially secure
                                                          • A little about me, but not too much
                                                            • Londoners want it all...
                                                              • ... but they do give some back
                                                                • It’s all about the culture
                                                                  • Loads of money
                                                                    • Londoners reveal their altruistic side
                                                                      • Figure 19: What’s important in life, London vs the rest of the UK, August 2010
                                                                    • Who is chasing the big bucks?
                                                                      • Figure 20: Map showing importance of earning lots of money and index of earning less than £15,000, August 2010
                                                                    • High earners
                                                                    • London vs The Rest: Measuring Happiness

                                                                      • Key points
                                                                          • Figure 21: Statements on current situation in living area, August 2010
                                                                        • The happy third age
                                                                          • Sunny South East
                                                                            • You move me
                                                                              • Figure 22: Map showing average response to happy statements, August 2010
                                                                            • Quality of life
                                                                              • Happiness is in the home
                                                                                • Figure 23: Reasons for living in current location, by statements on current situation in living area, August 2010
                                                                                • Figure 24: Facilities/activities in local area which have been used in the last month, by statements on current situation in living area, August 2010
                                                                            • What Makes Us Unhappy?

                                                                              • Key points
                                                                                • Crime is a key concern
                                                                                  • Figure 25: Reasons for not being completely happy with living area, August 2010
                                                                                • Tabloid sensationalism
                                                                                  • Was Dick Whittington right?
                                                                                    • Car trouble
                                                                                    • Visiting London

                                                                                      • Key points
                                                                                        • Figure 26: Attractions or events in london visited in the last three years, August 2010
                                                                                      • Free attractions pull the crowds
                                                                                        • London – playground for the young and wealthy
                                                                                          • Londoners reign...
                                                                                            • ... and families frequent
                                                                                              • Capital connections
                                                                                                • Going the distance
                                                                                                  • How far will people travel to visit London?
                                                                                                    • Figure 27: Drivetime decay and propensity to visit London, August 2010
                                                                                                    • Figure 28: Drivetime decay measured against willingness to travel to individual attractions, August 2010
                                                                                                  • Some interesting drivetime findings
                                                                                                  • London: As Home and Attraction

                                                                                                    • Key points
                                                                                                        • Figure 29: Statements on London, August 2010
                                                                                                      • London baby!
                                                                                                        • Family values
                                                                                                          • Figure 30: Reasons for living in current location, by most popular statements on London, August 2010
                                                                                                        • Looking good but caring too
                                                                                                          • Figure 31: Average score of important things that matter in life, by most popular statements on London, August 2010
                                                                                                        • Get engaged!
                                                                                                          • Figure 32: Repertoire of attractions or events in london visited in the last three years, by most popular statements on London, August 2010
                                                                                                          • Figure 33: Repertoire of attractions or events in london visited in the last three years, by next most popular statements on London, August 2010
                                                                                                      • Are We Game For London 2012?

                                                                                                        • Key points
                                                                                                            • Figure 34: Statements on Olympics in 2012, August 2010
                                                                                                          • Londoners display mixed feelings...
                                                                                                            • In love with London, in love with the Games?
                                                                                                              • Figure 35: Statements on olympics in 2012, by most popular statements on London, August 2010
                                                                                                            • ... but the young embrace it
                                                                                                              • Olympic concerns
                                                                                                                • Figure 36: Statements on olympics in 2012, by next most popular statements on London, August 2010
                                                                                                              • Olympic support beyond the City walls
                                                                                                                • Figure 37: Map showing the likelihood of regions to travel to London when the Olympics are on, August 2010
                                                                                                            • Targeting Opportunities

                                                                                                              • Key points
                                                                                                                • Let’s make a day of it
                                                                                                                  • Figure 38: Repertoire of attractions or events in london visited in the last three years, August 2010
                                                                                                                • Affluent and urban most active
                                                                                                                  • Olympics overlooked
                                                                                                                    • Figure 39: Repertoire of positive responses from statements on Olympics in 2012, August 2010
                                                                                                                  • Target groups
                                                                                                                    • I Want It All
                                                                                                                      • Who are they?
                                                                                                                        • Targeting opportunities
                                                                                                                          • Family First
                                                                                                                            • Who are they?
                                                                                                                              • Targeting opportunities
                                                                                                                                • Active Socialisers
                                                                                                                                  • Who are they?
                                                                                                                                    • Targeting opportunities
                                                                                                                                      • Unengaged
                                                                                                                                        • Who are they?
                                                                                                                                          • Targeting opportunities
                                                                                                                                            • Figure 40: Map showing things that matter to target groups, August 2010
                                                                                                                                        • Appendix – Reasons For Where We Live

                                                                                                                                            • Figure 41: Most popular reasons for living in current location, by demographics, August 2010
                                                                                                                                            • Figure 42: Next most popular reasons for living in current location, by demographics, August 2010
                                                                                                                                            • Figure 43: Popular reasons for living in current location, by demographics, August 2010
                                                                                                                                            • Figure 44: Other popular reasons for living in current location, by demographics, August 2010
                                                                                                                                            • Figure 45: Least popular reasons for living in current location, by demographics, August 2010
                                                                                                                                        • Appendix – Interaction with Local Area

                                                                                                                                            • Figure 46: Facilities/activities in local area, by demographics, August 2010
                                                                                                                                            • Figure 47: Facilities/activities in local area, by demographics, August 2010
                                                                                                                                            • Figure 48: Facilities/activities in local area, by demographics, August 2010
                                                                                                                                            • Figure 49: Facilities/activities in local area, by demographics, August 2010
                                                                                                                                            • Figure 50: Facilities/activities in local area which have been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 51: Facilities/activities in local area which have been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 52: Facilities/activities in local area which have been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 53: Facilities/activities in local area which have been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 54: Facilities/activities in local area which have not been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 55: Facilities/activities in local area which have not been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 56: Facilities/activities in local area which have not been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 57: Facilities/activities in local area which have not been used in the last month, by demographics, August 2010
                                                                                                                                            • Figure 58: Facilities/activities not available in local area, by demographics, August 2010
                                                                                                                                            • Figure 59: Facilities/activities not available in local area, by demographics, August 2010
                                                                                                                                            • Figure 60: Facilities/activities not available in local area, by demographics, August 2010
                                                                                                                                            • Figure 61: Facilities/activities not available in local area, by demographics, August 2010
                                                                                                                                            • Figure 62: Index of facilities/activities in local area which have been used in the last month, August 2010
                                                                                                                                            • Figure 63: Index of facilities/activities in local area which have been used in the last month, by demographics, August 2010
                                                                                                                                        • Appendix – What’s Important in Life?

                                                                                                                                            • Figure 64: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 65: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 66: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 67: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 68: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 69: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 70: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 71: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 72: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 73: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 74: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 75: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 76: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 77: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 78: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 79: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 80: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 81: Important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 82: Average score of important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 83: Average score of important things that matter in life, by demographics, August 2010
                                                                                                                                            • Figure 84: Average score of important things that matter in life, by demographics, August 2010
                                                                                                                                        • Appendix – London vs The Rest: Measuring Happiness

                                                                                                                                            • Figure 85: Most popular statements on current situation in living area, by demographics, August 2010
                                                                                                                                            • Figure 86: Next most popular statements on current situation in living area, by demographics, August 2010
                                                                                                                                            • Figure 87: Index of facilities/activities in local area which have been used in the last month, by statements on current situation in living area, August 2010
                                                                                                                                        • Appendix – What Makes Us Unhappy?

                                                                                                                                            • Figure 88: Reasons for not being completely happy with living area, by demographics, August 2010
                                                                                                                                        • Appendix – Visiting London

                                                                                                                                            • Figure 89: Most popular attractions or events in london visited in the last three years, by demographics, August 2010
                                                                                                                                            • Figure 90: Next most popular attractions or events in london visited in the last three years, by demographics, August 2010
                                                                                                                                            • Figure 91: Other attractions or events in london visited in the last three years, by demographics, August 2010
                                                                                                                                        • Appendix – London: As Home and Attraction

                                                                                                                                            • Figure 92: Most popular statements on London, by demographics, August 2010
                                                                                                                                            • Figure 93: Next most popular statements on London, by demographics, August 2010
                                                                                                                                            • Figure 94: Reasons for living in current location, by next most popular statements on London, August 2010
                                                                                                                                            • Figure 95: Reasons for living in current location, by next most popular statements on London, August 2010
                                                                                                                                            • Figure 96: Average score of important things that matter in life, by next most popular statements on London, August 2010
                                                                                                                                        • Appendix – Are We Game for London 2012?

                                                                                                                                            • Figure 97: Agreement with any negative statements about the Olympics, by demographics, August 2010
                                                                                                                                            • Figure 98: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 99: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 100: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 101: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 102: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 103: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 104: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 105: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 106: Statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                        • Appendix – Targeting Opportunities

                                                                                                                                            • Figure 107: Target groups, by demographics, August 2010
                                                                                                                                            • Figure 108: Repertoire of attractions or events in london visited in the last three years, by demographics, August 2010
                                                                                                                                            • Figure 109: Most popular repertoire of positive responses from statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 110: Next most popular repertoire of positive responses from statements on Olympics in 2012, by demographics, August 2010
                                                                                                                                            • Figure 111: Index of facilities/activities in local area which have been used in the last month, by target groups, August 2010
                                                                                                                                            • Figure 112: Important things that matter in life, by target groups, August 2010
                                                                                                                                            • Figure 113: Reasons for living in current location, by target groups, August 2010
                                                                                                                                            • Figure 114: Facilities/activities in local area which have been used in the last month, by target groups, August 2010
                                                                                                                                            • Figure 115: Average score of important things that matter in life, by target groups, August 2010
                                                                                                                                            • Figure 116: Statements on current situation in living area, by target groups, August 2010
                                                                                                                                            • Figure 117: Statements on current situation in living area, by target groups, August 2010
                                                                                                                                            • Figure 118: Attractions or events in london visited in the last three years, August 2010
                                                                                                                                            • Figure 119: Statements on London, August 2010
                                                                                                                                            • Figure 120: Statements on Olympics in 2012, by target groups, August 2010

                                                                                                                                        London Effect (The) - UK - November 2010

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