Atomik Research were commissioned to conduct PR research by online travel agent, Travel Republic, to find out more about day dreaming habits in the UK.  The research of 2,002 UK adults looked specifically at how long people in the UK spend daydreaming, what they dream about and how travel factors into their dreaming.  

Key findings from the PR research included: 

  • The most likely time to daydream is 11:20am 
  •  82% admit to letting their mind wander for up to three hours of each working day, around 780 hours a year 
  • 46% imagine themselves being on holiday  
  • The average Brit spends three hours a day daydreaming and planning holidays 
  • 36% of adults say they indulge in daydreaming at their desks  
  • 24% have lost focus in your meetings 
  • 46% of Brits have imagined quitting their job to fulfil their dreams  
  • 23% of working adults confess to having booked their dream holidays during work time  
  • 46% holiday daydreamers imagine lying on a beach 
  • 43% walking along it  
  • 40% sunbathing by a pool  
  • 36% taking in a beautiful view 
  • The most popular daydream destinations to escape to are:  
  • The USA (32%) 
  • The Caribbean (29%) 
  • Spain (26%) 
  • Italy (26%) 

The research was part of an integrated PR campaign created in conjunction with our parent company, 4media group, which consisted of research, broadcast PR and News Generation elements. The broadcast day was fronted by well-known TV psychologist, presenter and writer, Emma Kenny.  

The campaign secured extensive media coverage across broadcast, print and online platforms, securing 35 items of coverage in total. Coverage highlights included the I, The Express Online, The Daily Star, The Irish Daily Mirror, The Daily Record, BBC Radio Cambridgeshire, BBC Radio Manchester, BBC Hereford and Worcester, BBC Radio Lancashire and BBC Jersey and more.

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