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Cost of living crisis: New data shows Swansea residents some of most worried in UK

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New research has shown residents of Swansea are some of the most worried in the UK about the cost of living crisis – with only residents of Durham in the North of England more concerned about the financial crisis hitting the country.

In July, the UK recorded a 10.1% inflation rate increase compared to July 2021’s rate of 2.1%, heightening the growing cost of living concerns nationwide. With rising energy bills and food costs, affordability for everyday essentials brings uneasiness to many. 

But which UK cities are the MOST worried about cost of living? 

Interested to find out, Claims.co.uk used Google data to collect the average search volume for relevant cost of living phrases by internet users* in each UK city, to determine which cities are the most worried about the cost of living crisis.

Top 10 UK cities MOST worried about cost of living:

RankingCityAverage cost of living search volume per 100,000 users:
(12 months: August 2021-July 2022)
1Durham8,087
2Swansea7,301
3Sunderland4,288
4Kingston upon Hull3,946
5Milton Keynes3,708
6Liverpool3,368
7Inverness3,240
8Salisbury2,960
9Hereford2,914
10Bradford2,902
Note: Data was collected on August 25th 2022 and is accurate as of then.*Search volumes are based on the average number of searches for each keyword and its close variants on the month range (from the last 12 months: Aug 2021 – July 2022)as well as the location selected.

The UK city with the biggest cost of living worries is Durham. Accumulating over 8,087 searches per 100,000 users over the last 12 months as residents grow weary over finding alternatives for cheaper energy suppliers and cost of living support. 

Swansea ranks as the second most concerned city, amassing over 7,301 searches per 100,000 users in the last year, as many residents look for advice to tackle the cost of living crisis. An estimated monthly cost for a family of four in Swansea could amount to over £2,252 excluding rent, whilst for a single resident, this could add up to over £634. 

The UK city with the third biggest cost of living concerns is Sunderland, as it racked up over 4,288 searches per 100,000 users in the last 12 months. With the soaring energy price cap set to increase by 80.06% this October, fears arise among the local residents as the colder months looms ahead.

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Top five UK cities LEAST worried about cost of living:

RankingCityAverage cost of living search volume per 100,000 users:
(12 months: August 2021 – July 2022)
1Norwich143
2Edinburgh416
3London614
4Southampton789
5Winchester822

Norwich residents are the least worried about the cost of living crisis with only 143 searches per 100,000 users over the last 12 months.

George Patton, spokesperson from Claims.co.uk has also provided some guidance on consumers awareness, amid cost of living concerns:

  1. Double check the products – Ensure that you are double checking your purchases beforehand. Check expiration dates to guarantee the food will last long enough before consumption, as this can help prevent food waste and ensure you’re being smart with where you spend your money. 
  2. Check return policy and product warranty – Shopping has never been more convenient as  many of us turn online to find everyday essentials. Before placing your orders, check the shop’s return policies, and warranty for the products you intend to buy. This helps to verify that any faulty products are returnable at no cost, or for a small fee and ensures you can get your money back.
  3. Seek for better deals – Whether you’re shopping to replace a broken vacuum cleaner or looking around for a cheaper energy supplier, conduct careful research and compare various options first to find the best deals that work for you.
  4. Cost of living support –  You can also check if you are eligible to apply for extra financial support offered by the UK government, such as Universal Credit or the cost of living scheme implemented back in May.  
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