One in Six Brits Say Summer Falls Short of Expectations Every Year

A new poll has revealed that one in six adults feel summer never lives up to expectations, with 13% believing the season is often 'better in theory than reality'. Despite nine in 10 looking forward to summertime, 13% are left disappointed each year, according to research conducted by OnePoll for mobile provider giffgaff.

Summer remains favourite season despite disappointments

Four in 10 Brits claim summer is their favourite season, but the survey of 2,000 adults identified the top 25 things that get in the way of enjoying the warmer months. These include pricey holidays, packed pub gardens, and sweaty public transport. Having to work on a sunny day (22%), overcrowded beaches (24%), and higher food and drink prices (16%) were also cited as factors that prevent people from fully enjoying summer.

Seasonal price hikes deemed unfair

More than three quarters of Brits (77%) believe seasonal prices are inflated and unfair. The most unreasonable prices are for family days out (47%) and festivals and events (45%). A further 12% are irked that a '99 Flake' now costs far more than 99p. Half of respondents also cited holiday and travel costs as unfair, with 29% having experienced unexpected roaming charges abroad. In general, 59% believe it's easy to get caught out by hidden costs from connectivity providers.

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FOMO and missed experiences

A separate poll of 2,000 adults found that 45% are most likely to experience FOMO (fear of missing out) during the summer months. Of those, 53% say missing plans or events stops them fully enjoying the season. Cost plays a role for 31%, while work commitments leave 36% feeling left out. Foreign holidays (36%), gigs (27%), and major sporting events (15%) are among the experiences people most often miss out on. With the World Cup in full swing, 15% have admitted watching sport on their phones at work, and more than one in five (23%) have found ways to watch their favourite team while on holiday.

giffgaff launches Fair-play Summer Fund

The research was commissioned by giffgaff, which has launched its Fair-play Summer Fund to give people the chance to fix an unfair summer moment. Kate Dohaney, CEO for the mobile and broadband provider, said: "Summer is the season we spend all year looking forward to, but our research shows that for many people it comes with catches. From rising costs and hidden charges to missing out on experiences, too many people feel summer doesn't always play fair. We're on a mission to tackle some of summer's stings, by helping people with data and broadband for less, so they have more money to spend on those moments that matter."