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27 September 2018

Absolute Radio ‘Reluctant Adult’ research finds the signs that you’re not growing up

Survey reveals the top ‘big kid’ activities

A survey has revealed that nearly 60% of British adults do not consider themselves grown-up. The respondents ranged from 25-44 years old, with only 1 in 2 adults interviewed claiming to have a mortgage or pension, typical signs of adulthood.*

The poll indicates that very few of us are saving, with only 20% of respondents considering themselves as ‘savers’. A key contributor to this may be put down to a desire to travel, and the wide range of activities that adults feel they can do compared to their parents’ generation. The survey revealed that 87% of adults believe they do more exciting or different things than their parents did at their age.

The top activities that adults feel they don’t want to ‘let go off’ include the following:
– Going to gigs and festivals

– Gaming

– Collecting – from comics, star wars figures to football stickers

– Playing board games

– Constructing Lego (without the kids)

– Rock Pooling

– Enjoying superhero films.

– Theme parks

Adults are all about new experiences too, with over 90% of us enjoying trying new activities or experiences. The top ones being as follows:

– Playing guitar or new musical instrument

– Taking up new sport – netball, skating, rugby

– Dance lessons

– Obstacle Course Races

With music top of both lists, it’s no surprise that this an area these so called ‘reluctant adults’ refuse to grow out of either, with 88% of adults preferring to listen music they grew up with, and 80% even claiming that the music they listened to in their youth still influences their music choices today – as opposed to the charts or media.

Absolute Radio which carried out the survey is well-known for their network of leading digital decade brands, including Absolute 80s, Absolute Radio 90s and 00s, which offer listeners the choice to listen to music from their favourite period. The Dave Berry Breakfast Show, which airs on Absolute Radio weekdays from 6am-10am, offers one programme with a choice of seven different playlists – catering for the wide variety that adults want and expect.

Absolute Radio carried out the survey as they approach their 10th birthday this month. The station are marking the special event with gig at London’s Shepherd’s Bush Empire on September 25th, with Manic Street Preachers, George Ezra and Blossoms all playing. With going to gigs highlighted as the top big kid activity, the station will welcomed nearly 2,000 reluctant adults to the sold-out event.

– ENDS –

* The 50 signs that you’re finally grown up – Endsleigh Insurance

** Survey carried out in July 2018 on group of 1200 25-44 year olds.

About Absolute Radio:

Absolute Radio is a national radio station where ‘Real Music Matters’, wrapped up with lashings of personality and mischief from presenters including Frank Skinner, Jason Manford and Dave Berry who have the freedom to say what they think and tell it like it is.

Absolute Radio also has a network of digital decade brands; Absolute Radio 60s, Absolute Radio 70s, Absolute 80s, Absolute Radio 90s, Absolute Radio 00s and Absolute Classic Rock.

Listen to Absolute Radio on 105.8FM in London and the South-East, nationally on DAB or 1215AM, online, via the official mobile app digital TV or voice-activated device. For more information log on to

For further press information, please contact:
Cat Martin – Bauer Media Communications Director (Radio)
T: 0207 432 3317 M: 07932 746 363

Amelia O’Shea – Bauer Media Communications Manager (Radio)                                                      T: 0207 432 3417 M: 07718 489342

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