• 90 per cent agree the UK has become more 24/7 in the last five years
• 86 per cent think the 24/7 lifestyle gives them increased flexibility
• Healthcare is the service most people would like to have 24 hours a day
• A third of UK respondents were more likely to spend more time relaxing if they could
The 9-5 lifestyle is fast disappearing and the UK is embracing a more cosmopolitan, ‘24/7’ way of life. According to figures* released today by Yellow Pages 118 24 7, 85 per cent of respondents nationwide felt that the UK’s 9-5 culture was in decline. Almost 90 per cent agreed that the UK lifestyle had become increasingly 24/7 over the last five years and 86 per cent felt that this gave them the flexibility to do what they want, when they want.
Furthermore, 84 per cent agreed that the UK lifestyle was becoming ‘more European’ in terms of socialising habits, particularly in the North of England and Scotland. In Liverpool, recently crowned the new European City of Culture, eight out of ten surveyed believed people were eating and staying out later than before. In Scotland this figure was nearly nine out of ten.
The survey, to investigate changing attitudes to modern lifestyles, was undertaken by Yellow Pages 118 24 7, Yell’s new telephone information service that gives in-depth classified business information and also business and residential directory enquiries 24 hours a day, 7 days a week.
Researchers also asked what 24/7 goods and services interviewees would most like to see available in their area. The most requested round-the-clock service was healthcare, with just under two thirds of people wanting to be able to contact their doctor, dentist or local pharmacy at any time day or night.
However, the results highlighted the variety of preferences for 24/7 services in different regions across the UK. Two thirds of Londoners put a 24/7 public transport system at the top of their list; by contrast, more than half of Welsh respondents wanted 24 hour veterinary services, reflecting the very different kinds of 24/7 lifestyle found across the UK.
Nick Harknett, head of marketing for Yellow Pages 118 247, said: “Yellow Pages 118 24 7 is designed to help people with busy lives get the numbers they want, when they want them. Our service stands out as a straightforward proposition with simple pricing; we can provide opening times, location details, prices and even cinema listings, ensuring our callers get the information they need quickly.”
Despite the increased freedom the majority of respondents felt the 24/7 way of life gave them, 62 per cent said they didn’t have enough hours in the day to achieve everything they set out to do. If they could have an extra four hours in their day, a third of UK people surveyed were more likely to spend it relaxing and a mere six per cent would spend it working. These figures seem to indicate that many see the 24/7 lifestyle as more about balancing work and social life than non-stop partying – only 14 per cent would spend their extra hours socialising.
Sarah Clark, a top lifestyle coach with Open Door Coaching, thinks the shift to a 24/7 society is simultaneously creating opportunities and presenting new time management challenges.
“Yellow Pages 118 24 7’s findings indicate that people today live in an increasingly 24/7 society, and I think many see this as a growing opportunity to be able to enjoy their life to the full,” she said. “Whether it's working out at the gym, catching up with old friends, enjoying more holidays or taking up new hobbies, people are trying to fit as many things into their lives as possible. The 24/7 lifestyle gives us the flexibility to manage our time and tailor our lifestyle to be one that suits us.”
However, the research also suggested that many people believe that there is a significant barrier to the UK becoming totally European in its drinking and dining habits; almost 70 per cent agreed that the UK wouldn’t become a truly 24/7 society until UK licensing laws changed in bars, pubs and restaurants. This figure was highest amongst those interviewed in Brighton – one of the most popular UK destinations for entertainment and nightlife – with more than eight out of ten people agreeing that the UK’s alcohol laws should be altered.
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Note to Editors
Supporting 24/7 images and Yellow Pages 118 24 7 logos available upon request.
* Research was carried out by Critical Research in July 2003. 855 people, aged 20-44yrs, were interviewed nationwide.
Calls cost 40p per minute (billed by the second) for all directory enquiries from most landlines. Calls cost 65p per minute for all directory enquiries from most mobiles. No service connection charge.
Further information on Yellow Pages 118 24 7:
Yellow Pages 118 24 7 is a new telephone information service that provides in-depth classified business information, business and residential listings, 24 hours a day, seven days a week. More than just a number, 118 24 7 provides essential business information such as opening hours, location details, prices and special offers or even film times and summaries.
Yellow Pages 118 24 7 is provided by Yell, a leading international directories business operating in the classified advertising market through printed, online and telephone-based media. Yell’s products in the UK also include the Yellow Pages and Business Pages directories, Yell.com and in the US, Yellow Book and Yellowbook.com.
For press enquiries, contact:
Jon Salmon / Anna Fairbairn
Yell Press Office
PH: + 44 (0) 118 950 6656/6999
Claire Smither / Bruce McLachlan
Nelson Bostock Communications
PH: + 44 (0) 20 7229 4400
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