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Bournemouth is UK's 'happiest town'

08 Mar 2007

***Resort tops league as 82% of residents report they are "happy"***

Bournemouth has the happiest population of any UK town, with over four in five residents of (82%) saying that they are happy, according first direct , which polled over 6,000 people across the country.*

The town´s residents are considerably happier than the national average - two thirds (66%) of Britons asked by the first direct poll said that they are happy overall.

At the other end of the scale, Walsall is the town with the least happy residents: fewer than half (just 46%) said they are happy.

Looking in more depth at the league-table of the UK´s happiest cities, Huddersfield (75%) came out as the happiest town in the north and Derby and Dudley (75%) the happiest places in the midlands, according to the research.

Llandudno, where 77% are happy, made it into the research as the happiest place in Wales (scoring number two in the poll as a whole), while Glasgow is the happiest city in Scotland, coming in at number 17 overall with 72% of residents saying they are happy (see notes to editors for the full breakdown of 78 UK towns and cities).

The ten happiest UK towns and cities
RankTown%age of people who are “happy”
1 Bournemouth 82%
2 Llandudno 77%
3 Plymouth 76%
4 Tunbridge Wells 76%
5 Derby 75%
6 Dudley 75%
7 Huddersfield 75%
8 Oxford 75%
9 Taunton 75%
10 Gloucester 74%

first direct , the most recommended bank in the UK, wanted to establish what it is that makes Britons happy in the 21st century. People´s relationships with partners, friends and family are the biggest influence in making us happy, the research found. The next biggest influence was the ability to do what we like, rated at 14 per cent, followed by our job and work at 11 per cent.

Mark Mullen, head of marketing at first direct said: "Those closest to us have the greatest power to make us happy but it seems that where you live can also have a substantial impact on your overall happiness. As the UK´s most recommended bank, we have long believed in providing a service that leaves that our customers with more time to do the things that really make them happy."


* The research was conducted using a nationally representative sample of 6,000 UK adults by Research International

Media Enquiries to Amanda Brown 0113 276 6700 or

Notes to editors

  1. first direct
    *first direct has been the UK's most recommended bank, and has had the most satisfied customers, for the last 13 years consecutively (which is when the research began), according to research from MORI and Research International.
  2. HSBC Holdings plc
    first direct is a division of HSBC Bank plc, and a member of the HSBC Group. HSBC Holdings plc serves over 125 million customers worldwide through some 9,500 offices in 76 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of US$1,738 billion at 30 June 2006, HSBC is one of the world's largest banking and financial services organisations. HSBC is marketed worldwide as 'the world's local bank'.
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