Londoners are switching off their screens and exploring the real world instead, with three-quarters (76%) now switching off and exploring London more than ever before.
Londoners are stepping away from the endless doomscroll and seeking out cultural experiences and special places in the capital, according to research from Sicilian Avenue surveying 2,000 people who live and work in London.
The survey, conducted by Grade II-listed Sicilian Avenue, an iconic 116-year-old pedestrian diagonal in Bloomsbury, found that 86% of Londoners are becoming much more intentional about how they explore the city.
Londoners now prioritise culture (78%), community (60%) and memorable experience (86%) over screen-based distractions and novelties.
Three quarters of Londoners also say that their local high street remains the heart of their community - but most (9 in 10) say they’ll revisit Zone 1 in Central London to find memorable and special places.
Different generations have very different perspectives, though, with 87% of Xennials (the ‘in between’ or forgotten generation born between 1977 - 1985) seeking characterful destinations more than they did five years ago, compared with 49% of Boomers.
Young people are embracing the capital too and switching off videos for the ‘real world’, with 57% of Gen Z becoming more intentional about their screen time.
Inhabitants of different boroughs take a very different approach to London exploration, the survey found - with 8 in 10 Londoners in Barking and Dagenham travelling to find characterful places, compared to just two-thirds in Hackney and Croydon.
Oliver Green, Partner at Knight Frank Central London Retail and Leisure, for Sicilian Avenue, says: “London is the culture capital of the world for the 11th consecutive year, and Londoners are reveling in what their city has to offer them. Londoners are expressing themselves freely, exploring more than ever and defining what the London experience truly means for them with striking intentionality.
“London’s rich history has meant that inspiring pedestrianised destinations like Sicilian Avenue have opened up whilst preserving its beautiful, characterful architecture to become the historically-rich, culturally nostalgic social heart Londoners crave.”
Self-described Boomer Alan Burkitt-Gray, 75, who lives in Blackheath said, “I came to London for work when I was 22, my wife was born here. And in the 47 years we've been together we've used London to its fullest! Theatres, opera, galleries, museums, parks, restaurants, cinema – the lot! When we downsized our family home in Blackheath to a small flat in the middle of Blackheath Village a couple of years ago, we considered whether to move out of the city. It was a flat ‘No!’ We enjoy living in London and love the place.”
For Burkitt-Gray the culture and community of London was a vital reason that he and his wife still enjoy the city.
He continues, “We love London for the reasons stated in this story, particularly for rich, cultural experiences – its history, characterful venues and places, pedestrianised streets, the community, being recognised for our custom and the accessibility to the many interesting things to see and do.”
Likewise, Generation Z are turning their backs on copycat, identical High Streets, and seeking out experiences that matter.
Student Hannah Twort, 20, Chiswick, adds, “Telling this London story is very important with regards to my generation's general push towards seeking meaning and community in London spaces. I think a fairy dies every time an independent shop is replaced by a chain store regardless of how convenient the switch may be.
“It’s why so many Londoners like me are seeking experiences where we can discover new places, slow down and enjoy our beautiful city again. For me, what stands the test of time are the museums, national parks, art shows, lectures etc. because not only do they have historical credibility, they importantly involve people and connections which is all part of the Londoner’s experience.”