Statistics: Londoners are the UK’s biggest pleasure seekers

Our latest research has generated statistics that suggest Londoners are the UK’s biggest pleasure seekers. They are also the most sensual and extroverted.
A survey, commissioned by Saturn Visual Solutions and carried out by carried out by statistical research specialists OnePoll, asked 2,000 UK-based, adult full-time and part-time workers about which experiences they thought were the most fun or boring.
Ann Summers stores were more popular in London than the rest of the UK. They were named by eight per cent of respondents as the most fun store they’d been to, as opposed to just six per cent across the rest of the sample group.
The research asked respondents about what they thought made something feel like a fun experience. London was above average (34%) in saying ‘something that made them feel liberated’ (37%). It was also higher than the national average (31%) when it came to saying ‘playing games’ (32%).
When asked about what made something feel boring, 43 per cent of London-based respondents said, ‘a lack of sensory stimulation’, UK-wide, this figure was just 31 per cent.
Londoners in the study also tended to dislike being encouraged to act in an introverted way, with nearly a third (31%) saying this was likely to make them feel bored – only 22 per cent of the other respondents said the same.
Saturn’s CEO, Chris Welsh, said: “Our research has shown that there are real differences in what constitutes a fun shopping experience in age, gender and more surprisingly, region.
“The capital has some of the most interactive stores in the country so we were expecting that there might be some differences in people’s shopping preferences, but we were a little surprised to find that there’s clearly a different mindset when it comes to playfulness.
“What is universal across our research statistics is that people are actively seeking out fun experiences when they’re shopping. Stores that shoppers consider to be boring are less likely to be popular and that will affect their bottom line.”
Saturn Visual Solutions is a digital signage consultancy and works with retail businesses to help them make their in-store shopping experience more engaging and fun to increase profitability.
Saturn has used the research to produce a white paper called ‘Re-energising retail – How the 2024 in-store experience is changing and what to do about it’ which can be found here.
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