A recent study has shed light on the habits that Britons are most eager to abandon, with fast food emerging as the most common target. The research, conducted by Go Smoke Free, analysed Google search volumes for over 820 terms related to habits people wish to quit, across various UK cities.
According to the findings, the quest to cut out fast food dominates, with approximately 43,000 monthly searches from individuals seeking ways to quit this unhealthy dietary habit. This trend is particularly evident in London, Bristol, and Nottingham, where residents are notably keen on shifting towards a healthier lifestyle to combat diet-related health issues.
The second most sought-after habit to quit is smoking, which continues to be a significant concern despite the ongoing decline in smoking rates. The study reveals around 30,436 Google searches each month from people looking for methods to quit smoking. This decline is supported by recent data from Action on Smoking and Health (ASH), which shows a consistent decrease in the national smoking rate. Liverpool, Coventry, and Bradford are highlighted as cities where the desire to quit smoking is particularly strong.
Video gaming ranks third on the list, with approximately 30,213 searches each month for ways to break free from this habit. Notably, Newcastle, Doncaster, and Southampton have the highest search volumes per 100,000 residents. The trend reflects a broader shift in viewer engagement with gaming content. Data from TwitchTracker shows a significant drop in the streamer-to-viewer ratio, from 38.4 in March 2014 to 23.8 in March 2024, indicating decreased interest in game streaming.
In fourth place is masturbation, with about 20,093 monthly searches across the UK. This high search volume suggests concerns over the potential impacts of excessive masturbation on mental health and sexual function. Chelmsford and Slough are identified as areas with the highest number of searches for ways to reduce this habit.
Social media rounds off the top five, with an average of 19,948 Google searches each month. Leicester, Belfast, and Manchester show the highest search rates. A recent University of Cambridge survey highlights growing concerns about social media addiction, with 48% of British teenagers reporting feeling addicted to these platforms.
Further down the list, snacking is the sixth most desired habit to quit, with 19,533 searches each month. Lying follows in seventh place, with 19,043 searches, while bullying ranks eighth with 18,678 searches. Watching porn and chewing gum complete the top ten, with 16,308 and 12,772 searches respectively.
The bad habits the UK most wants to quit
| Rank | Bad habit | Google searches (monthly average) |
| 1. | Fast food | 42,943 |
| 2. | Smoking | 30,436 |
| 3. | Video games | 30,213 |
| 4. | Masturbating | 20,093 |
| 5. | Social media | 19,948 |
| 6. | Snacking | 19,533 |
| 7. | Lying | 19,043 |
| 8. | Bullying | 18,678 |
| 9. | Watching porn | 16,308 |
| 10. | Chewing gum | 12,772 |
A spokesperson from Go Smoke Free commented on the findings, emphasising the importance of recognising triggers in breaking free from unhealthy habits. They suggested that planning meals in advance could help those trying to quit fast food, while replacing snacks with healthier alternatives, such as water, could be beneficial. They also highlighted that technology, including apps that track dietary habits and physical activity, can support people in making gradual, sustainable changes.
The study underscores a broader trend towards health-consciousness and the desire for positive lifestyle changes among Britons.
For more information, visit http://gosmokefree.co.uk/.