With Blue Monday taking place on 16th January 2023, the current economic climate could potentially lead to mental health issues such as anxiety or depression in some of us, with 80% of those aged 20-25 always or often worried about earning enough. The UK’s inflation rate has risen by 9.3% over the last 12 months, showing just how concerning the climate is becoming.
With this in mind, SEO agency Reboot Online sought to find out which cities are most and least nervous for 2023, as well as providing useful links to sites which can help with feelings of anxiety / depression. Using ads.google.com, phrases such as “cost of living support” and “cost of living help” were collected for the average annual searches on Google for each city.
Key findings from the data:
- Durham is the UK city most nervous about 2023, with 7,470 annual searches per 100,000 users.
- Swansea is the second most nervous city in the UK, with over 3,744 annual searches per 100,000 users.
- Edinburgh is the UK city least nervous about 2023, with 487 annual searches per 100,000 users.
We hope you find this release useful. If you do end up using it, we would appreciate a link to https://www.rebootonline.com/ who commissioned the data.
The UK cities most nervous about 2023:
| Rank | City | Average Annual Searches
(per 100,000 internet users) |
| 1 | Durham | 7,470 |
| 2 | Swansea | 3,744 |
| 3 | Kingston upon Hull | 3,623 |
| 4 | Worcester | 2,375 |
| 5 | Gloucester | 2,186 |
| 6 | Sunderland | 1,880 |
| 7 | Liverpool | 1,818 |
| 8 | Milton Keynes | 1,485 |
| 9 | Inverness | 1,454 |
| 10 | Bradford | 1,401 |
Please find the complete data set for all 65 UK cities analysed on the data sheet here, and images for your use, here.
SEO agency Reboot Online can reveal that the city most nervous about 2023 is Durham, with over 7,470 searches per 100,000 users. Durham finds itself in the top 32% of most expensive cities in the world. Due to this, Durham’s residents may be concerned about cost of living support and seeking help on debt-related issues.
Swansea comes in as the second most nervous city, accumulating over 3,744 searches per 100,000 users. Despite rent prices being 15.10% lower in Swansea than Durham, Swansea still finds itself in the top 35% of expensive cities in the world, which may bring concern to residents at this challenging time financially.
The third most worried city is Kingston upon Hull, having had over 3,623 searches per 100,000 users. Kingston upon Hull was recently found to have some of the most deprived neighbourhoods in England. Due to this, residents may be nervous in the current economic climate, concerned about finding ways to save their money, as well as cost of living help.
The UK cities least nervous about 2023:
| Rank | City | Average Annual Searches
(per 100,000 internet users) |
| 1 | Edinburgh | 487 |
| 2 | Winchester | 501 |
| 3 | Southampton | 512 |
| 4 | Ripon | 534 |
| 5 | London | 567 |
| 6 | Oxford | 575 |
| 7 | St Albans | 668 |
| 8 | Lancaster | 680 |
| 9 | Cambridge | 688 |
| 10 | Exeter | 708 |
SEO agency Reboot Online have found that the city least nervous about the new year ahead is Edinburgh, with just 487 searches per 100,000 users. Edinburgh has previously been flagged as a city with lower living costs and good salary prospects.
Winchester follows as the second least worried city in the UK, with only 501 searches per 100,000 users. Residents may be less worried than that of the top 10 most nervous cities, about issues regarding cost of living support.
The third least nervous city is Southampton, with 512 searches per 100,000 users. Compared to the most nervous city, Durham, Southampton’s grocery prices are 9.63% lower, as well as restaurant prices 6.76% lower than that of Durham.
If you are worrying about the current economic climate or have personal money worries, you can visit mind.org.uk for advice and tips, or if you are a parent, visit youngminds.org.uk for tips on children’s mental health too.
We really hope you find this press release useful. If you do wish to use the data, we would greatly appreciate a link to https://www.rebootonline.com/, who commissioned the data. This allows us to keep supplying you with future content, which you may find useful.
Methodology:
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- SEO agency Reboot Online conducted the following research to discover which cities in the UK are the most and least nervous about 2023, in light of the current cost of living crisis in the UK.
- Firstly, SEO agency Reboot Online utilised ads.google.com to acquire average search volumes for the past 12 months (ending November 2022) for phrases relating to the economic climate and cost of living crisis, these included: ‘cost of living help’, ‘tips on saving money’, ‘cost of living support’, ‘how to save money’, and ‘debt help’.
- Cities with inadequate data were omitted from the study, leaving 65 cities in the final data set.
- The annual search volumes were then calculated for each city and compared to estimated internet users per city (ONS population estimates multiplied by nationwide internet user %) to compute the average annual searches per 100,000 internet users.
- Figures were rounded up or down to the nearest whole number for simplicity in the press release.
- Lastly, SEO agency Reboot Online were able to reveal the results for each city as the number of average searches per 100,000 internet users. The cities with the highest annual searches were then considered to be the most nervous about 2023.
- Data was collected on 15th December 2022 and is accurate as of then.
If you have any questions, please don’t hesitate to contact me.
Kind regards,
Rachel
Email: rachel@journalistic.org
Tel: 0113 880 0948