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Fun Loving Brits ?
No wonder Britain has record levels of debt and has alarmed its government into suggesting that the alcohol industry should be made responsible for drunken behaviour. Newly published research by NOP World says the UK has a higher proportion of 'FunSeekers' than any other country studied.
For the past seven years NOP has been tracking key personal values across 30 markets including the USA, Australia, China, India and old and new members of the European Union, among others. 'Personal values' are defined as the guiding principles in our lives that shape the type of person we are, the things we like to do and the brands and products we like to use. The research study categorises people into six distinct groups accordingly.
FunSeekers are a group focused on immediate gratification, leisure and hedonism, and in the UK they make up 38% of the population, compared to 21% in the US and 27% in Australia, says NOP. The average UK consumer gives especially high ratings to personal values such as having fun, pleasure, sex, music and enjoying a varied life compared to those around the world. FunSeekers have high levels of borrowing and enjoy going out at night, but also having fun at home - they are among the keenest renters of videos and DVDs and spend lots of time listening to music.
The UK also has very low numbers within those groups who are not part of a mainstream consumerist society: these include Altruists who care about society and issues, Creatives who are interested in learning and personal development and Devouts whose lives are anchored by tradition and faith.
If it is surprising that the traditionally reserved British should be top of the FunSeeking league, some results are more in line with expectations. Nick Chiarelli of NOP World points to 'a marked rise in FunSeekers within regions of increasing economic prosperity - the recent entrants to the European Union for example... whereas countries with a rising role in the world's economy, particulary China and India, show a strong focus on Striver values'.
UK results are based on 1,000 one hour in-person interviews with consumers aged 13-65 yrs during each of the past 7 years. The latest wave was conducted during November and December 2003.
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