Alarm spreads as Brits refuse to get out of bed
Mobile alarm clock sent in to help Britain get up
According to new research out today, 44 per cent of Brits ignore their alarm clock when it goes off in the morning, choosing to snuggle down under the duvet again, with a shocking 10 per cent always blocking out the beeping at least three times before rising for the day.
While London may see itself as the 'city that never sleeps', it couldn't be further from the truth. Those living in the capital are the worst at getting out of bed - with over half (52 per cent) of Londoners rolling away from the alarm clock at least once and spending an extra 11 minutes longer in bed than the UK average of 6.57am, eventually crawling out of bed at 7.08am.
To help London wake up and make more of their morning, Quaker Oats have enlisted the help of the Quaker Quartet Mobile Alarm Clock. Touring through residential streets aboard a milk float, the quartet, who are part of the Royal Philharmonic Orchestra, ensure that sluggish city dwellers don't reach for the snooze setting, by waking people up with rousing classical musical boomed out on brass instruments.
The Mobile Alarm Clock aims to get people up and out of bed so they have a positive, energetic start to the day - and time for a good breakfast to fuel them.
Only a couple of regions in the UK are good at getting up. In Yorkshire, almost two thirds (64.7 per cent) get up straight away without needing to snooze once, equalled only by those in the East of the UK.
As well as having trouble getting up in the morning, Brits don't eat breakfast regularly. Although more than half of respondents (51 per cent) consider breakfast to be the most important meal of the day, a worrying 43 per cent don't eat it every day, with almost five (4.7) per cent stating they never eat the meal. This means 2.8 million people in Britain are going without the kick-start they need to their day.
Carol Garbutt, Quaker Marketing Director comments:
"The Quaker Quartet are on hand to help wake you up in the morning. A musical awakening, coupled with a healthy breakfast is a great way to start the day, ensuring you have everything you need to make more of your morning. Some people have told us that eating Quaker Oats for breakfast meant they didn't feel hungry for 4 hours and 21 minutes[1], helping them to make more of their morning."
Quaker Oats recently enlisted the help of milk floats to undertake a widespread breakfast sampling campaign across the UK. Quaker Oats samples were delivered to doorsteps across the nation, ensuring households had the right fuel to make the most of their morning.
[1] Of 146 people surveyed, 67 people first felt hungry after 4 hours and 21 minutes
Notes to Editors:
Research carried out by Tickbox for Quaker Oats in January 2008. 1258 people across the UK were surveyed.
Results at a Glance:
43.8 per cent of Brits ignore their alarm at least once in the morning
9.6 per cent of Brits ignore their alarm at least three times in the morning
51.5 of Londoners ignore their alarm at least once in the morning
The average Brit rises at 6.57am
The average London rises at 7.08am
64.7 per cent of those in Yorkshire and East of UK rise when their alarm clock goes off
11.8 per cent of Brits say they are 'definitely not on auto-pilot in the morning'
47.6 of Brits say they are 'probably or possibly on auto-pilot in the morning'
73.6 per cent of Londoners say they are 'probably or possibly on auto-pilot in the morning'
18.3 per cent of Brits say they are 'definitely on auto-pilot in the morning'
There are 10.9 million people in Britain on auto-pilot every morning
51.4 per cent of Brits believe breakfast to be the most important meal of the day
43 per cent of Brits say they don't eat breakfast every day
4.7 per cent of Brits say they don't ever eat breakfast
2.8 million Brits are going without breakfast every day
78.4 per cent of those in the South West eat breakfast every day
75.8 per cent of those in the North East eat breakfast every day
25.5 per cent of those in the Midlands eat breakfast twice a week or less
25.5 per cent of those in the North West eat breakfast twice a week or less
ONS Statistics
UK Population - 60,587,300 (as at mid 2006)
Follow Us