MidBritain - Insight into the UK's Superconsumers

Associated Newspapers today launches the first quarterly issue of The MidBritain Report, that will monitor the confidence levels that this crucially influential group of society has in the economy and the government.

The full report can be viewed on the attached pdf, but please read below for a summary of the key points. If you have any questions on The MidBritain Report or any of its contents, please do not hesitate to get in touch via the Contact Us page.

Consumer Confidence

• MidBritain’s confidence in the UK economy is low and the majority believe that the situation is set to worsen in the next 6 months
• The biggest cause for concern among 8 in 10 MidBritons is the general cost of living in the UK
• The results also highlight that the outlook is more negative than positive. In particular economic stability, stock market and house prices are areas of concern for MidBritons
• Despite confidence being low there are indications that MidBritons are secure in their finances
• Employment is one area that MidBritain rate comparatively well and the majority say they feel comfortable paying their mortgage and credit card bills
• Fuel prices are the biggest outgoing bill concern for MidBritons
• Being financially savvy it will be no surprise that 9 in 10 MidBritons have made some kind of change to their finances as a result of the economic situation
• Half have reviewed their finances, with 1/3 changing service provider to save money
• 8 in 10 MidBritons believe they are in control of their finances making them confident about their own position despite market uncertainty

Politics

• MidBritons are politically active with 9 in 10 intending to vote in the next election
• Currently David Cameron is more trusted than Gordon Brown or Nick Clegg (although lack of opinion for Nick Clegg was more of an issue
  than trust)
• If there was an election tomorrow 35% say they would vote Conservative. Labour trail significantly behind the Tories with 12% of the vote, similar to Liberal Democrats 10%. A large number of voters would be unsure of who to vote for (1 in 5)
• Indeed the majority of MidBritons (66%) believe that the current political parties don’treflect the feelings and opinions of the general public
• With a high number of voters and a large number undecided, MidBritons will be the ones who make or break the government in the next election
• 62% of MidBritons believe the Government’s handling of the loss of the Child Benefit database was disastrous - the Government’s largest blunder
• The most important issue for MidBritons was lack of awareness of immigrants coming into the country (45%) - scoring three times higher than any other issue
• How has the Labour Government managed specific issues?
  (% combined Poorly and Disastrously score)
  - Loss of Child Benefit data 87%
  - Lack of immigrant awareness 87%
  - Donations to political parties 84%
  - Election that never was 76%
  - Northern Rock 73%