Hot on the heels of government warnings that it may force the alcohol industry to deal with the effects of drunken behaviour together with announcements of record levels of UK debt, new research from NOP World may help to understand why the UK is the way that it is.

NOP World has been tracking key personal values across 30 markets annually for the past seven years - personal values are the guiding principles in our lives that shape the type of person we are, the things we like to do and the brands and products we like to use. The research study identifies people through six distinct groups, according to individual motivation.

Latest results show that the UK population has more FunSeekers, 38% - a group focused on immediate gratification, leisure and hedonism - than any other country studied. This is compared to 21% in the US and 27% in Australia.

The average UK consumer gives especially high ratings to personal values such as having fun, pleasure, sex, music and enjoying a varied life compared to those around the world.

The UK also has very low numbers within those groups who are not part of a mainstream consumerist society. For example Altruists who care about society and issues, Creatives who are interested in learning and personal development and Devouts whose lives are anchored by tradition and faith.

Evidence shows that FunSeekers have high levels of borrowing. They enjoy going out, particularly to pubs and bars, to the movies and to nightclubs, but they also have fun at home - this group are among the most avid renters of videos and DVDs and spend lots of time listening to music

Nick Chiarelli of NOP World says "Our results show there is a also marked rise in FunSeekers within regions of increasing economic prosperity - the recent entrants to the European Union for example. And countries with a rising role in the world's economy, particularly China and India, show a strong focus on Striver values."

*NOP World has conducted 1,000 interviews with UK consumers aged 13-65 yrs during each of the past 7 years.