26 July 2007
Cometh The Hour, Cometh The Bloke
MALE? AGED 18-30? HEAD TO BRIGHTON SAYS 'BLOKE COKE BEST PLACE' STUDY
IT'S OFFICIAL! Brighton has been named as the best city in the United Kingdom to be a 'young bloke' due to its great nightlife, low cost of living and high ratio of women to men according to a new study by 'Coca-Cola Zero'.
To celebrate its first birthday, 'Coca-Cola Zero', also known as 'Bloke Coke', teamed up with a leading mathematician and psychologist team to create a unique formula to officially identify the best place to be a bloke based on 11 criteria encompassing entertainment, relationships and finance.
Triumphant city Brighton scored highly across all factors helping to pip its regional rivals to the accolade. Other coastal cities also had cause to celebrate with Liverpool, Bournemouth and Edinburgh making up the rest of the top four.
London, England's capital city, ranked 8th with high transport costs, cost of living and a low number of music and sporting venues per head denting its league position. Meanwhile the 'Man' seems to have fallen out of Manchester as it was ranked only the 15th best place to be a bloke due to the relatively low number of bars and restaurants per head and unfavourable male/female ratio.
'Bloke Coke Best Place Study' initially surveyed 1200 Brits aged between 18-30 to establish what factors were the most important to them. The research revealed that the most important aspects were the cost of living (35% claimed 'very important'), proximity to friends and family (29%), earning potential (26%), transport (25%), pubs and bars (24%), restaurants (17%), general nightlife (16%), music (15%), opportunities to meet members of the opposite sex (11%), good shopping (11%) and sports (9%).
Each factor was weighted on overall importance and population and then used to create a unique formula through which the statistics of each area were processed:
(OS x (SR + N - 1)) + (SV + MV) + (3 x F) + (4 x (E - CL + 1)) + (2x T)
Dispelling the myth that all young men are only obsessed with sport, music and women, the 'Bloke Coke Best Place Study' reveals that over a third of today's young men (35%) rank the cost of living as the most important factor in their lives. Living near friends and family (29%) and earning potential (26%) complete the top three most important factors.
Daniel Miles from Coca-Cola Great Britain said: "As well as 'officially' revealing the best cities for a young guy to live, these findings also highlight a big shift in the changing mindset of today's typical bloke. It appears 'the lad' of the 90s has long gone. The 21st century guy now assigns more importance to 'responsible' factors such as the cost of living and earning potential than the 'must haves' of yesteryear: sport, nightlife and women, which although remain important aren't the be-all and end-all for this generation of young British blokes.
The modern day man wants to live his life without the downsides. Bars, clubs, romance and sports as well as a good salary and reasonable cost of living. A brand like 'Coca-Cola Zero' fits in perfectly with that ethos - great 'Coke' taste AND zero sugar. A real win/win situation!"
Leading Psychologist Dr David Lewis said: "For the first time ever the factors that contribute to making a specific town or city the best place for a young guy to set up home have been subject to rigorous mathematical analysis. This formula should prove a real boon to young men eager to identify the most psychologically congenial and practically convenient places in Britain to set up home."
Further findings include:
Notes to Editors:
'Bloke Coke Best Place Study'; Male Rankings 1-15
1) Brighton
2) Liverpool
3) Bournemouth
4) Edinburgh
5) Nottingham
6) Glasgow
7) Southampton
8) London
9) Leeds
10) Bristol
11) Birmingham
12) Cardiff
13) Belfast
14) Newcastle
15) Manchester
'Bloke Coke Best Place Study': Female Rankings 1-15
1) London
2) Southampton
3) Edinburgh
4) Glasgow
5) Bristol
6) Leeds
7) Liverpool
8) Birmingham
9) Nottingham
10) Brighton
11) Cardiff
12) Belfast
13) Manchester
14) Bournemouth
15) Newcastle
'Coca-Cola Zero' is a trademark of The Coca-Cola Company
Methodology/Data Source:
Quantitative data: 72 Point questioned 1200 men and women aged between 18-30 in an online survey in July 2007
Qualitative data: National Statistics Office 2004/2005/World Stadia/Lexis PR
IT'S OFFICIAL! Brighton has been named as the best city in the United Kingdom to be a 'young bloke' due to its great nightlife, low cost of living and high ratio of women to men according to a new study by 'Coca-Cola Zero'.
To celebrate its first birthday, 'Coca-Cola Zero', also known as 'Bloke Coke', teamed up with a leading mathematician and psychologist team to create a unique formula to officially identify the best place to be a bloke based on 11 criteria encompassing entertainment, relationships and finance.
Triumphant city Brighton scored highly across all factors helping to pip its regional rivals to the accolade. Other coastal cities also had cause to celebrate with Liverpool, Bournemouth and Edinburgh making up the rest of the top four.
London, England's capital city, ranked 8th with high transport costs, cost of living and a low number of music and sporting venues per head denting its league position. Meanwhile the 'Man' seems to have fallen out of Manchester as it was ranked only the 15th best place to be a bloke due to the relatively low number of bars and restaurants per head and unfavourable male/female ratio.
'Bloke Coke Best Place Study' initially surveyed 1200 Brits aged between 18-30 to establish what factors were the most important to them. The research revealed that the most important aspects were the cost of living (35% claimed 'very important'), proximity to friends and family (29%), earning potential (26%), transport (25%), pubs and bars (24%), restaurants (17%), general nightlife (16%), music (15%), opportunities to meet members of the opposite sex (11%), good shopping (11%) and sports (9%).
Each factor was weighted on overall importance and population and then used to create a unique formula through which the statistics of each area were processed:
(OS x (SR + N - 1)) + (SV + MV) + (3 x F) + (4 x (E - CL + 1)) + (2x T)
Dispelling the myth that all young men are only obsessed with sport, music and women, the 'Bloke Coke Best Place Study' reveals that over a third of today's young men (35%) rank the cost of living as the most important factor in their lives. Living near friends and family (29%) and earning potential (26%) complete the top three most important factors.
Daniel Miles from Coca-Cola Great Britain said: "As well as 'officially' revealing the best cities for a young guy to live, these findings also highlight a big shift in the changing mindset of today's typical bloke. It appears 'the lad' of the 90s has long gone. The 21st century guy now assigns more importance to 'responsible' factors such as the cost of living and earning potential than the 'must haves' of yesteryear: sport, nightlife and women, which although remain important aren't the be-all and end-all for this generation of young British blokes.
The modern day man wants to live his life without the downsides. Bars, clubs, romance and sports as well as a good salary and reasonable cost of living. A brand like 'Coca-Cola Zero' fits in perfectly with that ethos - great 'Coke' taste AND zero sugar. A real win/win situation!"
Leading Psychologist Dr David Lewis said: "For the first time ever the factors that contribute to making a specific town or city the best place for a young guy to set up home have been subject to rigorous mathematical analysis. This formula should prove a real boon to young men eager to identify the most psychologically congenial and practically convenient places in Britain to set up home."
Further findings include:
- Whilst London is the largest city with the highest average salary, it has the fewest music venues in the list when considered against the city's high population.
- Third placed Bournemouth enjoyed the most favourable male/female ratio (1:1.42) with Brighton (1:1.26), Liverpool (1:1.21) and Newcastle (1:1.1) also scoring highly. Blokes solely looking for romance should think twice about moving to London. There are currently 1.1 blokes for every girl.
- Want shopping and restaurants? Bournemouth came out top with over 2 shops or restaurants for every person. Overall winner Brighton (1.9), London (1.3) and Bristol (0.85) also scored highly.
- In sporting terms, the recently built Millennium stadium helped Charlotte Church's Cardiff take top spot with an 87% sporting seat/population ratio. Nottingham (79%) was a surprise runner up with The City Ground, Nottingham racecourse and Trent Bridge cricket ground all contributing to its second place finish.
- Despite hosting Old Trafford, the famous home of current Premiership champions United, Manchester (22%) ranked a lowly 13th ahead of Bournemouth (18%) and Brighton (21%) due to its higher population.
- Less surprising was London being named as costliest for transport. An average cab journey cost £18 - almost 2.5 times more expensive than joint cheapest Leeds and Glasgow.
- The capital city made amends though with its high earning potential. The average wage in London is a whopping £38k - over £11k more than second placed Edinburgh (£26k). Bournemouth scored lowest with an average wage of £19k.
- London was named as the best place to be a girl. The capital's scored highly across male/female ratio, shops per person and high earning potential, all key factors for young women according to research. London was followed by Southampton and Edinburgh whose favourable bar/club ratio and relatively high earning potential helped them into 2nd and 3rd place respectively.
- CCGB's launch of 'Coca-Cola Zero' last year, dubbed "Bloke Coke", was the company's biggest in almost twenty five years and has since been revealed as the most successful for a food and drink product for three years. With sales of £66m 'Coca-Cola Zero' has already established itself as the 7th largest sparkling soft drink brand in British shops.
Notes to Editors:
'Bloke Coke Best Place Study'; Male Rankings 1-15
1) Brighton
2) Liverpool
3) Bournemouth
4) Edinburgh
5) Nottingham
6) Glasgow
7) Southampton
8) London
9) Leeds
10) Bristol
11) Birmingham
12) Cardiff
13) Belfast
14) Newcastle
15) Manchester
'Bloke Coke Best Place Study': Female Rankings 1-15
1) London
2) Southampton
3) Edinburgh
4) Glasgow
5) Bristol
6) Leeds
7) Liverpool
8) Birmingham
9) Nottingham
10) Brighton
11) Cardiff
12) Belfast
13) Manchester
14) Bournemouth
15) Newcastle
'Coca-Cola Zero' is a trademark of The Coca-Cola Company
Methodology/Data Source:
Quantitative data: 72 Point questioned 1200 men and women aged between 18-30 in an online survey in July 2007
Qualitative data: National Statistics Office 2004/2005/World Stadia/Lexis PR
