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Consumer Insight Report 2019 South West

A comprehensive view of consumers from the South West of England using Which?'s consumer insight tracker and other data sources.

Foreword from Which? chief executive, Anabel Hoult

During my time at Which? I’ve quickly recognised that one of our greatest strengths is understanding what consumers want and need. They are at the heart of everything we do and we’re constantly striving for change in the areas where we feel that people deserve better.

Our Consumer Insight reports are a really important step in demonstrating our knowledge base and our understanding of consumers across the UK. For the first time we’ve produced 12 reports covering Wales, Scotland, Northern Ireland and the nine regions of England which highlight the spending habits, optimism, trust and worry of consumers in these areas.

This is a unique body of work, the first of its kind, which has allowed us to compare trends across the UK. As a result of these reports, we know that more people in Yorkshire and the Humber were satisfied with their household income (55%) than the UK average (50%); we also know that more Londoners felt financially squeezed (32%), compared to 27% on average in the UK.

Introduction to Which?

Which? is the largest consumer organisation in the UK with over 1.3 million members and supporters, more than 125,000 of whom are based in the South West. We operate as an independent, apolitical, social enterprise working for all consumers and funded solely by our commercial ventures. We receive no government money, public donations, or other fundraising income. Which?’s mission is to make individuals as powerful as the organisations they have to deal with in their daily lives by empowering them to make informed decisions and by campaigning to make people’s lives fairer, simpler and safer.


Populus, on behalf of Which?, has conducted bi-monthly surveys of more than 2,000 consumers per survey across the UK since 2012 to gauge perception of and attitudes to the consumer landscape, known as the Consumer Insight Tracker. These data are weighted to be demographically representative of the UK population, and are published on To understand the key consumer attitudes in 2018, Which? has boosted these data to a minimum of 1,000 consumers in each region of the UK. This report is based on a sample of 1,078 respondents from the South West.

We have supplemented our own data with figures from other organisations to present a more comprehensive comparison between the trends identified in our consumer tracker data and the facts around earnings, economic growth and unemployment. In this report, we have made use of data from the Office of National Statistics (ONS), Economic Statistics Centre of Excellence (ESCoE), the Resolution Foundation, UK Finance and the Office of Rail and Road (ORR).

Executive summary

This year for the first time, Which? has published research seeking to unpick trends in the optimism, trust and worry felt by consumers in the South West, offering a snapshot of how consumers feel about their financial future and the trust they have in public services and vital industries like rail and broadband.  

Our research shows that 69% of people living in the South West were happy with their standard of living, while 47% were satisfied with their income. These figures were broadly reflective of the UK-wide averages. Beyond these headline indicators of financial contentedness, Which? also asked people in the South West to describe their financial situation. Whilst 49% responded that it was good, a quarter (23%) said it was poor.

Social and financial satisfaction

The trends emerging from our consumer tracker data here are clear; the same proportion of those living in the South West felt satisfied with their life overall (62%), their standard of living (69%) and their household income (47%) as the UK average. Similarly, 67% of respondents living in this region were content with their leisure time, which also matches the nationwide trend. Comparably, two fifths (41%) of people were dissatisfied with their level of savings, which suggests that, just like the rest of the UK, a significant proportion of people in the South West want to be saving more.

Beyond these headline trends, Which? found that age influences the outlook held by consumers in this region. Unsurprisingly, 92% of over 65s were satisfied with the amount of leisure time they have, with this demographic also presenting as the most satisfied with their social life (69%), compared to the South West average of 55%. Similarly, while 64% of over 65s were satisfied with their savings, the same can be said for less than three in ten (28%) of 30-49 year olds.

Around 6 in 10 of those living in the South West felt satisfied with their life overall (62%), while 69% were satisfied with their household’s standard of living and around half (47%) with their household’s level of income.
were satisfied with their household's standard of living

Proportions of people satisfied with:

Financial outlook

Across our Consumer Insight Report for the South West, we have a relatively high degree of similarity between the perceptions and outlooks held by UK consumers and those in this region. Using data from the ONS and ESCoE (Economic Statistics Centre of Excellence), we can establish a baseline understanding of the South West economy as a foundation for our analysis. The unemployment rate in the region at the end of 2018 was 3%, the second lowest across the UK, bettered only by the East of England’s rate of 2.8%. These figures compare to the UK average unemployment rate of 4%. Similarly positively for the region, the economic growth of the South West in 2018 was 1.5%, just above the UK’s 1.4%. The fact that the South West’s economic indicators were somewhat similar to those of the UK may explain why many of the figures on financial outlook and perception held by consumers here mirrored the UK average.

Half (49%) of people living in the South West felt that their financial situation was good, identical to the UK figure of 49%, while 23% felt their position to be poor. Interestingly, the proportion of respondents who said that they expected their financial situation to improve (25%) was similar to the proportion of those who thought it would worsen (28%). These figures suggest that financial outlook in the South West mirrors that of the UK as a whole.

Consumer finances outlook:

Note: Does not sum to 100% due to the exclusion of ‘neither’ and ‘don’t know’

Consumer spending

Establishing the spending habits of consumers in the South West is an important step in understanding consumer priorities. In this section, Which? has analysed ONS Living Costs and Food Surveys for 2015/16 and 2016/17, along with ONS data on relative regional consumer price levels of goods and services for 2016, in order to articulate the demands of costs and spending in the South West.

These figures reveal that consumer expenditure in the South West averaged £644 a week, slightly below the UK average figure of £647, while prices were on average 2.4% higher than the UK as a whole. Despite spending in the South West keeping pace with the UK average, the figure for median earnings in the region is £22,500, lower than the UK’s £24,006, suggesting that higher average costs in the region are pushing up weekly outgoings for households.

Further Which? analysis reveals that on average, households in the South West spent around 29% of all their expenditure on housing, utilities and communication, 13% on transport, 31% on groceries, goods and services and 20% on recreation. When looking at the actual monetary outgoings recorded by consumers in the South West, it appears that people living here were spending very similar amounts to the national average on essential expenditure in a given week.

Household spending per week

Spending expectations

In addition to analysing spending habits, we also set out to understand how likely consumers in the South West were to increase or decrease their expenditure on certain goods and services over the next few months. While a large proportion said they were likely to keep their spending the same in areas like public transport and housing, 28% were expecting to reduce their spending on socialising, eating out and takeaways.  

The costs associated with running a car were those where consumers in the South West said they expected to spend more in the next few months (29%). This was closely followed by those predicting higher outgoings on energy (28%) and groceries (27%). Breaking down this data by demographic, more over 65s thought that they would be likely to increase their spending on energy (37%) compared to 21% of 18-29 year olds.

Interestingly, two areas where a significant proportion of consumers were likely to keep their spending the same were mobile phone payments (81%) and broadband (81%). This may be because many consumers will be tied to a minimum contract period before they were able to switch telecoms provider, despite the fact that many consumers could benefit from faster broadband speeds at a cheaper price, if they switched to a different package.

The trends identified in the South West match those of the average UK consumer when it comes to identifying the most likely areas that consumers were expecting to spend both more and less in the year ahead.

Trust in industries and services

Beyond tracking financial outlook and intentions for managing personal finances into the next year, we also sought to pinpoint the industries and public services that consumers in the South West felt could be trusted to act in the consumer interest.

Across the UK, there was a clear threshold of trust in the health service, with 75% of people trusting their general practitioner (GP) and 73% saying this of the NHS. This trend was mirrored by those living in the South West, where three quarters said they trust GPs (74%), hospitals (73%) and the NHS (72%). However, this trust in the healthcare system did not extend to social care, where just a quarter (27%) thought that this sector could be trusted to work in the consumer interest. Just one in five (18%) of over 65s said they trust social care.

When assessing the level of trust in industries, we found that 60% of people in the South West trusted the food industry, while 55% trusted the water sector to act in the best interests of consumers. Conversely, car dealerships (7%) and estate agents (10%) were trusted by the smallest proportion. This cynicism toward the car market was shared by the UK as a whole, with just 9% believing that this sector was worthy of their trust.

Most and least trusted public services and industries:

Consumer concern

In addition to how people felt about their own finances in relation to their income and standard of living, Which? also looked into trends of consumer concern across the South West. The figures suggest that the majority of people living here were worried about fuel prices (69%), public spending cuts (68%) and energy prices (65%).

At the other end of the scale, fewer consumers in the South West were concerned over the pricing of more discretionary items. For example a quarter (25%) were worried about the price of clothing. When breaking down the results by demographic, 62% of 18-34 year olds (where in this age group 45% were renting and 45% were homeowners) were worried about housing costs, compared to the regional average of 53%.

Top 5 consumer worries in the South West

Financial difficulty

Identifying trends of financial difficulty is a key output from Which?’s Consumer Insight Tracker1. In our measure there are five signs of financial difficulty that we monitor, ranging from the least severe (cutting back only) through to the most severe (defaulting on a loan, bill, mortgage, or rent payment). As such, Which? asked people whether their household had experienced some form of financial squeeze within the past few months which might have necessitated them taking one of these actions, in order to reduce the pressure. We then supplemented our own survey results with the findings of the Resolution Foundation’s ‘Low Pay Britain 2018’ report to identify the extent to which respondents’ experience of feeling financially squeezed forms part of a broader trend of financial difficulty in the South West.

Our figures suggest that 29% of people in the South West were feeling squeezed, a statistic decreasing to 13% of over 65s. These trends of difficulty were a reflection of the figures for the UK as a whole. When contextualising these findings with the Resolution Foundation’s report, 24% of workers in this region were earning less than the Living Wage2 compared to the UK wide figure of 23%.

Signs of financial difficulty in the South West

The figures below are taken from our Consumer Insight Tracker data on financial difficulty and demonstrate how those experiencing financial squeeze sought to reduce the pressure.

The results for the South West suggest that people here might be more likely than the UK average to take money from their savings in order to cover spending, while being similarly likely to cut back or seek a borrowing arrangement (i.e from a bank or a family/ friend).

Note: These are proportions for those experiencing at least one form of financial difficulty, not overall prevalence.

1. The Financial Distress Index estimates the extent to which the households in an area are experiencing financial difficulty relative to all other areas. Areas are ranked out of 100, where 100 is most distressed and 1 is least, and these figures articulate how financially squeezed respondents are feeling.
Which? surveyed 14,138 people between January and December 2018 and asked them about their financial experiences. The most severe financial difficulty they had faced in the past month determined their 'Financial Squeeze' group.
Estimates of financial distress were then calculated for each 2011 Output Area Classification group, then extrapolated down to individual output areas. Averages at the higher level geographies were calculated and weighted by Census 2011 household population estimates.
Please note these statistics are estimates, and are not directly measured from the survey.

2. By Living Wage, we refer to the voluntary rate set by the Living Wage Foundation as a minimum standard to cover living costs rather than the government's compulsory 'National Living Wage’. At the time of writing, UK rates are £9/hr and £10.55/hr in London.

Financial difficulty by constituency

We used our Consumer Insight Tracker data on financial difficulty, together with the ONS’s 2011 Output Area Classification data to estimate the extent to which households in each constituency and region were experiencing financial squeeze relative to other areas. We also sought to understand whether the trends of financial strain could be explained by the financial realities of people living in the South West, by analysing the figures for median earnings and loan data provided by the ONS3 and UK Finance4 respectively.

In this region, the median figure for annual earnings was £22,500 compared to £24,006  for the UK, while the proportion of loans to average earnings was 4.3%, compared to 3.9% for the UK as a whole.

When analysing how useful median earnings and loan data are as a barometer of financial difficulty, the results for the South West suggest that other factors, such as those associated with urban living (i.e higher costs of goods and services), might be more impactful. Indeed, all five of the South West’s most squeezed constituencies are in either Bristol or Plymouth, which are also two of the most densely populated areas. This suggestion is corroborated by an examination of the least squeezed constituencies in the region; Christchurch and Mid Dorset and North Poole which are located in far more rural areas.

3. ONS ASHE annual gross earnings 2018 (interim)

4. UK Finance data on outstanding £ values of personal loans by postcode sector, aggregated into parliamentary constituencies, Q2, 2018

Key financial difficulty statistics for UK Parliamentary Constituencies

Financial difficulty for UK Constituencies in the South West

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Most financial difficulty:

Bristol West

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Least financial difficulty:


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Which? campaigns in the South West

Which? campaigns consistently on a number of issues as part of our mission to uncover consumer detriment and push for positive change. As a result of our work, we can share insights into the unique experience of consumers in the South West with both their broadband coverage and the rail service.   


As part of our Fix Bad Broadband campaign, we offer consumers a broadband speed-checker tool, inviting people to identify their service speed and enabling us to analyse the consumer experience of broadband connections across the UK.

The UK Government has identified a download speed of 10Mbps as the minimum speed required to fully participate in digital society. The new broadband Universal Service Obligation (USO) will provide consumers with a legal right to request a broadband connection with a download speed of at least 10Mbps5. Ofcom has responsibility for implementing the USO, and it should be in place by 2020.

Our map of best and worst coverage suggests that those living in large towns in urban areas like Bristol enjoy a better level of coverage than more rural locations like the Forest of Dean, which receive a comparably poorer quality coverage.

Proportion of consumer broadband speed tests achieving 10Mbps or above


Which? publishes an annual Rail Satisfaction Survey, a poll that seeks consumer insight on a range of factors affecting their train travel, from punctuality to seat availability which contribute to an overall customer score6.

For train operating companies providing services in the South West, Cross Country had a customer score of 49%, followed by Great Western Railway’s 47% and South Western’s 43%. Furthermore, data available from the Office of Rail and Road (ORR) gives insight into the range of train cancellations for consumers in the South West. 4% of Southwestern Railway services were cancelled, followed by 3.9% of those delivered by Great Western Railway, while CrossCountry’s cancellation rate was 3.6%.

In addition to our Rail Satisfaction Survey, in 2018 Which? also undertook also undertook an analysis of two months of rail regulator data and found that fewer than half of rail passengers were satisfied with how their complaints were dealt with by train companies. Of the train operating companies who provide services within the South West, 49% of Cross Country passengers responded that they were satisfied with how their complaint was handled, compared to 23% of Southwestern passengers and just 17% of Great Western Railway respondents. These figures evidence how different train companies serving the same region are providing complaints handling experiences of vastly differing qualities.

Both the cancellation rates set out by the ORR and our data on satisfaction with complaints handling explain how the rail industry still has some way to go in recognising passengers as consumers, as we called for in our super-complaint of 2015. This is why we will continue to call for a railway that works for passengers and not just the industry through our Train Pain campaign.

To find out more, visit our Consumer Insight page at, where you can access our latest research on a range of issues, and detailed data on consumer attitudes, perceptions and concerns broken down to the constituency level across the UK.

5. The minimum technical standard for connections made under the USO will be: minimum download speed of 10Mbps; minimum upload speed of 1Mbps; additional quality parameters: medium response times, a minimum data cap pf 100GB and a contention rate of 50:1 (i.e. a maximum of 50 users share one bandwidth)

6. The customer score is based on satisfaction with the brand and likelihood to recommend. Satisfaction and recommendation contribute 50% each to the overall customer score, and a respondent must answer both questions for their answers to contribute towards a customer score. For both satisfaction and recommendation, we apply a weighting to each response.