embargo 00.01 hrs 24 October 2005

• UK population lacks spontaneity... yet are deluding themselves into thinking they are the most spontaneous nation
• Britain suffering from 'time drought' - two thirds wish they had more time
• Brits are as spontaneous in love affairs as financial affairs

Brits feel they are almost as spontaneous with their financial affairs (9%), as they are in their love lives (11%), reveals a MORI study released today for Vodafone UK. So whether it is paying the mortgage, or in affairs of the heart, planning appears to be a crucial part of the average Briton's life.

The MORI study, part of Vodafone's new "Now" campaign, surveyed 13,439 individuals across 13 countries. The report has been used to identify why and how people waste time and investigate how Vodafone products and services - from voice calls to video downloads - can help people make the most of now.

Latin cultures viewed as most spontaneous

Respondents were asked a number of questions about time, including which nation was the most spontaneous. British respondents were quick to identify themselves as number one. In fact, only Germany and Sweden were backwards in coming forward, voting other countries before themselves in spontaneity levels. Countries with Latin cultures were overwhelmingly voted into the top three by almost every nation - Americans also featured heavily.

Pete Cohen, TV's top Life Coach, says "It's very telling that us Brits rank ourselves as the most spontaneous nation. It illustrates that although we may not actually have the time to seize the moment, it is still something we regard as integral to our identity. One tip is to use 'dead time', such as commuting, to respond to emails, or plan your night out. That way, you'll have more time to do things impulsively with the time you save."

Desire to spend more time with family

It appears that spontaneity has suffered in the UK as a result of constraints on time. The study revealed that over 70% of the population wished they had more time. One in five (20%) workers in the UK seldom or never take their full annual leave entitlement.

Family would be the first to benefit from the much sought after extra time, as more than one in three said they would spend a weekday free of commitments with loved ones, whilst 1% would spend the extra time working! Charity clearly begins and ends at home (with the family), as only 3% would help with charity work.

So our lives are busier than ever before and Britain is suffering from a 'time drought', which has inevitably had an effect on our schedules.

Two thirds (66%) of the population believe that our lives are more planned than 20 years ago, despite technology developments making it easier to stay in touch, and in theory, make arrangements more spontaneously.

Technology enabling better time management?

But if Britons want more time, technology seems to be the answer. Those that believe technology helps them with time management, are more likely to agree they make the most of their time (70% compared with 56% who disagree).

In addition, these 'Techno-time managers' manage to strike the work/life balance in other ways - they were also more likely to take their full annual leave (77% compared to 63%).

The study was commissioned to investigate whether people 'make the most of now'. As part of the advertising campaign, a one-minute advert, charting the life of the Mayfly, will be aired in the middle of Coronation Street at 19.45 on 24th October. This will be the only opportunity to catch the full advert on television, as an edited 30 second version will be aired from that date on.

More information on the survey is available at www.vodafone.com/uk/media/now.

Notes to editors

The UK research was conducted by MORI for Vodafone, as part of an international study. It surveyed 13,439 individuals in 13 Countries including Egypt, Sweden and Australia.

Technical Note:

A nationally representative quota sample of 1,106 people aged 15+ were interviewed throughout the UK on the MORI Omnibus, across approximately 208 sampling points. Interviews were carried out using CAPI (Computer Assisted Personal Interviewing), face-to-face in respondents' homes between 22 and 26 September 2005. The total sample surveyed have been weighted to reflect the known national population profile.

For photography or further results from the survey please contact:

Susi Weaser or Dan Geneen at BORKOWSKIPR on 020 7404 3000
susi@borkowski.co.uk or,
dan@borkowski.co.uk
www.borkowski.co.uk

VODAFONE UK

Vodafone UK has 15.5 million customers and is part of the world's largest mobile community offering a wide range of voice and data communications. On the 1st January 1985, the first mobile phone call was made by Ernie Wise on the Vodafone network. Since then, Vodafone was the first to introduce SMS in 1994 and to make a 3G voice call in July 2001. Vodafone UK was the world's first mobile operator to introduce international roaming, now connecting customers with standard roaming agreements in 182 countries, GPRS roaming in over 55 countries and 250 cities worldwide using 3G.

Following the launch of Vodafone UK's 3G/GPRS Mobile Connect data card in April 2004, the company launched Vodafone live! with 3G in November 2004 offering services such as video-calling and music downloads. Vodafone's 3G UK population coverage currently stands at 72 per cent and the network is being continually expanded.

MORI

Founded in 1969, MORI is one of Britain's fastest growing market and public opinion research agencies and the 20th largest research firm in the world.

It provides a full range of quantitative and qualitative research services, working with hundreds of clients in both the private and public sectors. MORI embraces both traditional and technologically advanced research methods.

Based in London, with offices around the world, MORI adds value to research with interpretation, recommendations, and advice. Experienced staff also offer clients a perspective from national and global socio-cultural trends. With a huge library of research data, MORI has benchmarks and norms in several fields, providing useful context for clients' findings. MORI holds an important position within the British media, regularly providing senior staff as commentators across a broad range of topics.