May signals the latest wave of our proprietary consumer tracking study – The QT. We’ve been asking Brits about everything from their happiness and comfort on income, right through to how long they spend on their sofa and their most anticipated TV events of 2018. Read on for some top line findings…
Happiness is the greatest gift that we possess.
It could be the impending Royal Wedding, it could be the mini heatwaves, or it could simply be the longer nights, but happiness amongst Brits has risen by 4%pts, from 37% to 41% in May. This isn’t ground-breaking, as we were at similar levels in November, as the festive season was well underway.
Harry and Meghan’s Nuptials are keenly anticipated.
At the time of writing, this is a week away. Our research unearthed that 36% of Brits planned to watch at least some of the Royal Wedding proceedings, and it actually made up one of the most hotly anticipated TV events on 2018 for 1 in 5 British adults. The most excited? The 65+. It seems a young love story still captures the hearts of the older generations. When we look at regionality, it’s the Midlands showing the most enthusiasm for the nuptials – with 46% claiming they’ll tune in.
The World Cup is looming.
Brits will be watching, keenly. Of our 12 key TV moments covered in the survey, the FIFA World Cup came top of the pile. 29% of Brits are excited to tune in and this rises to 1 in 2 British men. But that’s not the only way Brits will be spending their summers…
I can hear the bells…It’s wedding season!
1 in 20 Brits will be going on a hen or stag do in the coming months, with 15% heading to at least one wedding over the summer months. Closer to home, a staggering 1 in 5 plan to run a DIY project in their home or garden, and 1 in 4 use bank holidays and weekends to research in-store – so expect the shops to be busy at the end of May! It’s not all hard work though, around half of Brits plan to take at least one day trip with friends or family over the summer – so let’s hope the weather holds out.
Keep an eye on @the7stars on twitter for more nuggets from this wave of the QT.
To find out more on any of these topics, or ask for more information please email frances.revel@the7stars.co.uk

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