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Press release
Financial Services|Consumer Health|Home and Living|Market Opportunities and Innovation|United Kingdom|English

Health, financial security and free time are top factors for the Good Life, say UK consumers

London, 21.11.2017

London, November 22, 2017 – When it comes to the factors that make up ‘the good life’, the top three most popular items according to the online population in the UK are good health, financial security and leisure time. Well over half of Britons also see a home you own, a happy marriage, travel for leisure, and control over one’s life as being part of the good life. 

Market insight experts, GfK, asked 23,000 consumers online in 17 countries about what factors they personally see as being part of ‘the good life’, specified as the life they would like to have. 

In the UK, ‘good health’ was selected by over eight out of ten of respondents, while ‘financial security’ attracted well over seven out of ten and ‘leisure time’ just under seven out of ten. 

A home that you own is especially important to Britons compared to other nations – being selected by 62 percent of UK respondents, compared to the international average of 54 percent across all 17 countries included in the survey. 

Children and having a job that is interesting are neck and neck in the UK; as are spiritual enrichment and having really nice clothes 

Only around half of Britons (49 percent) included ‘children’ in their selection of what factors make up the good life – practically the same number as selected ‘a job that is interesting’ (50 percent).

Also of note is that Just over a quarter of UK respondents included spiritual enrichment in their vision of the good life. This is well below the international average of 39 percent, and is very nearly on a par in the UK with having really nice clothes or jewelry.


Factors seen as being part of the good life



17-country average

Good health



Financial security



Free time/leisure time



A home you own



A happy marriage



Travel for leisure



Control over one's own life



A job that is interesting






A yard and lawn/a nice garden



Spiritual enrichment



Really nice clothes/accessories/jewelry



A college education



Having the latest electronics and gadgets for my home



A luxury car or second car



Don’t know



None of the above



GfK online survey of 23,000 adults 15+ across 17 countries. Multiple answers possible.

Younger age groups lead for seeing ‘a college education’ as part of the good life 

College education has greater ‘good life’ resonance with younger age groups than older ones. In the UK, teenagers are well in the lead, with over one in three including this, dropping to one in four of 20-29 year olds and one in five of those in their thirties. And this drops progressively further for those in their forties, fifties and sixty plus. 

Teenagers are also just ahead of other age groups in seeing spiritual enrichment as part of the good life – standing at 30 percent, compared to 28 percent of those in their twenties and fifties, and 27 percent of those in their thirties and forties. Those aged 60 or over are the least likely to include spiritual enrichment in their view of the good life, standing at just 21 percent. 

Download GfK’s complimentary “Good Life factors” report to see the key demographic data for the UK, as well as 16 other countries. 

GfK combines these self-reported insights with data from areas such as point of sales tracking, consumer panels and geo-marketing to help clients identify and target high-potential audiences both globally and within specific countries. 

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About the study

The survey question asked, “When you think of the Good Life – the life you’d like to have - which of the things on this list, if any, are part of that Good Life as far as you, personally, are concerned?:  A home you own; Good health; A happy marriage; A job that is interesting; Children; A yard and lawn/a nice garden; Free time/leisure time; Spiritual enrichment; A college education; Financial security; A luxury car or second car; Travel for leisure; Really nice clothes / accessories / jewelry; Having the latest electronics and gadgets for my home; Control over one’s own life; None of the above; Don’t know”

GfK interviewed 23,000 consumers online in 17 countries in the summer 2017. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market.

The global average given in this release is weighted, based on the size of each country proportional to the other countries. 

Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA

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UK Press Enquiries
GfK UK Press Agency - Greenfields Communications