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‘LG Happiness Index’ uncovers upbeat national psyche

  • Updated
  • 27-07-2009


Survey reveals that, despite the economic climate, the nation remains positive 


·        78 per cent of people in the UK are happy  at the moment

·         67 per cent of people are happiest when spending time with family and friends

·         Factors that cause sadness were attributed to family and health issues as opposed to the current economic climate



Berkshire, UK27 July 2009 – It’s clear that the quintessentially British spirit is shining through, despite the current economic climate. According to the ‘LG Happiness Index’, 78 per cent of Brits claim to be happy at the moment. Based on a scale of 1 – 10, the poll found that the nation’s average happiness rating is 7.2.


With 67 per cent of people citing that they felt the happiest when spending time with friends and family, the index highlights the importance of a support network that can act as a catalyst for well-being.


Psychologist Cary Cooper from Lancaster University, comments on the independent survey, "It is interesting to see that people remain positive and focus on the simpler things in life to lift their mood and unlock feelings of positivity." Simpler things in life, according to the poll conducted this summer, include spending time with friends and family, watching a favourite band play live, or participating in or, at least, watching a sporting event.


The results also showed that people generally get happier as they get older. People in their 60s and 70s have the highest ‘happiness quotient’ with 7.7, compared to people in their 20ies who generally had the lowest quotient with 7.0. This is mirrored by the remarkable variation in priorities between the different age groups, with people in their 20s rating their social and love lives high on the agenda and people in higher age groups focusing much more on their family and health.


Furthermore, the survey found that the people in London, the North East, the North West and Scotland are the happiest. In contrast, although those that live in East Anglia, the East Midlands and the South East score lower than the national average of 7.2, the general mood remained positive.



Happiness rating



North East


North West






South West


West Midlands


Northern Ireland


Yorkshire & Humberside


East Anglia


East Midlands


South East




Interestingly, however, the poll found no clear gender divide amongst male and female respondents. Both sexes were equally optimistic with 7.2 on the happiness scale.


Explaining why LG undertook the research, Paul Meadows, head of brand marketing comments, “consumer insight is at the heart of everything we do – from product development through to consumer engagement initiatives such as live sporting and music events that people can enjoy together. We embarked upon this research to understand the current temperament of the British psyche and what we have found is that the simple things in life can truly make a difference to people’s well-being.”




Notes to editors

For a full breakdown of the report please contact Firefly Communications.


The sample of the survey included 1003 people of all ages living in England, Scotland,

Wales and Northern Ireland.


In lengthy telephone and face-to-face interviews, interviewees were asked how happy they were, what it was that made them particularly happy and what the next enjoyable event was in their calendar.


Regional figures match the density of the population.





About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit




For further information please contact:


Gemma Barford / Charlotte Stoel

Firefly Communications

+44 (0)20 7386 1551


Sarah Brambley

LG Electronics

+44 (0) 1753 491 628