Forget ‘new year, new you’ – nearly 10 million* Brits believe September is the month to make a change in life.
- More than 8 million** embark on a lifestyle ‘annual upgrade’ at the beginning of autumn, according to new research commissioned by Vodafone.
- Half of Brits (50%) are actively planning to make improvements to their life this month – from learning a new skill (25%), starting a fitness regime (24%) or upgrading a piece of tech (13%), to learning a new language (11%).
- Almost a third (30%) say this is due to there being less pressure compared to January to commit to making changes.
- Research commissioned to mark the launch of Vodafone Xchange, which lets customers get a new iPhone every year, with no early upgrade fees and nothing left to pay on their old Phone Plan when they exchange their old phone.
Forget New Year’s resolutions, September is the new month for improvement, with nearly 10 million* Brits saying this is the month to make a change in life. Meanwhile, 38% feel more motivated to improve their life now, compared to any other time of the year.
Moreover, over eight million Brits actively embark on a lifestyle ‘annual upgrade’ at the beginning of autumn.
A poll of 2,000 Brits found many have gotten a new job (14%), found a new hobby or interest (11%) and moved house (7%) in hope of a fresh start during the ninth month of the year.
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And 2024 is no different. When it comes to the top changes Brits would like to make this month, prioritising wellness (41%), improving sleep (39%) and learning a new skill (25%) came out top. Finding a new hobby (23%), starting a diet (22%) and practising meditation and mindfulness (17%) also ranked high.
Embarking on a style overhaul (14%), getting a new hairstyle (14%) and upgrading technology (13%) proved popular too, according to the new research commissioned to mark the launch of Vodafone Xchange, which lets customers get a new phone every year when they exchange their old phone.
In fact, nearly 6 million**** Brits would prefer to upgrade their mobile each year. 42% of them say that’s because they can keep up with new features and improvements but, despite this, 29% say their contract does not give them the flexibility or freedom of choice to do so.
The ‘September resolutions’ are down to a sense of renewal after summer (40%), a back-to-school mentality inspiring fresh routines (24%) and the idea that, unlike in January, there’s less pressure at this point in the year (30%). This makes it easier to commit to meaningful improvements and finish the year strong.
And no matter what month they chose to do so, 17% actively try to ‘reinvent’ themselves annually – whether that’s September or during any other month of the year.
Nearly half (46%) say that tech and apps play a crucial role in personal development and making annual change, while 29% believe that staying updated with the latest tech is essential for everyday life and personal progression.
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Behavioural Psychologist, Jo Hemmings, explains why the nation is opting for autumn resolutions, commenting: “As the research from Vodafone shows, September is a perfect time for us to reflect on the year and set new goals, without the enormous pressure that the New Year can bring.
“The added pressure and stress that comes with ‘new year, new you’ type resolutions often equate to a decrease in productivity, so using that post-summer energy to quietly focus on making improvements in your life can be a recipe for success for many.”
Other reasons Brits like to upgrade their device each year include having the newest models (33%), while a quarter (25%) say they consider a mobile upgrade a form of self-improvement.
Rob Winterschladen, Consumer Director, Vodafone UK, said: “September is a key month in the tech calendar, with major industry launches, but it’s not just devices that get upgraded at this time of year.
“Our research shows that more than eight million Brits actively make lifestyle changes during this month, whether it’s fitness, learning a new skill, or upgrading their tech. This reinforces the idea that people use the start of autumn to refresh both their personal lives and their devices.
“As The Nation’s Network, we recognise that people want the freedom to upgrade regularly, and nearly a third of consumers tell us their contract does not give them the flexibility to do so. That’s why we’ve introduced Vodafone Xchange, allowing people to upgrade their phone every year.
“All they need to do is return their current device, which pays off their existing phone plan, and they can upgrade to the latest phone. Vodafone Xchange makes sure our customers can stay at the forefront of technology.”
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Every phone comes with Battery Refresh and Lifetime Warranty at no extra cost, so phones last longer with Vodafone EVO.
Whether it’s the latest new release or one of Vodafone’s Pristine refurbished devices, customers can now exchange their phone for a new one every year on 24-month Phone Plans – or a year early on longer length plans with nothing left to pay, simply by sending their phone back to Vodafone in good condition.
With Vodafone Xchange, customers are sure to get the full value for their phone. If, when they come to exchange, their phone’s trade-in value exceeds their remaining Phone Plan balance, Vodafone will credit them the difference – the only network provider to do this.
And for customers who’d prefer to keep their old phone lasting longer, Vodafone also offers The UK’s only Lifetime Service Promise – their best-ever care for devices.
Every new and refurbished phone includes a Battery Refresh for health checks and replacements, as well as a Lifetime Warranty covering repairs for manufacturer faults, for as long as customers have a Pay Monthly Airtime Plan. With Vodafone, customers can enjoy peace of mind, knowing their phones will last longer at no extra cost.
Top 20 resolutions Brits would like to make in September:
- Prioritise wellness (41%)
- Improve sleep (39%)
- Learn a new skill (25%)
- Find / start a new fitness regime (24%)
- Find a new hobby or interest (23%)
- Start a new diet (i.e. cutting down on meat, going gluten free, plant based) (22%)
- Practice meditation / mindfulness (17%)
- Start a new job (14%)
- Have a style overhaul / get a new wardrobe of clothes (14%)
- Join a gym (14%)
- Get a new haircut / change hairstyle (14%)
- Upgrade a piece of tech (e.g. mobile phone) (13%)
- Learn a new language (11%)
- Move house (7%)
- Start a new relationship (6%)
- Start therapy (6%)
- Change phone contract (5%)
- Quit a job (4%)
- End a relationship (4%)
- Relocate city / country (3%)
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-Ends-
Notes to Editors
The survey of 2,000 UK Adults was commissioned by Vodafone and carried out by OnePoll between 6th and 12th September 2024.
* Calculations to find out % of the UK adult population in millions:
* 0.18 x 53.6 million = over 9.64 million (nearly 10 million)
** 0.15 x 53.6 = over 8 million
*** 0.38 x 53.6 million = over 20.30 million
**** 0.11 x 53.6 million = 5.89 (nearly 6 million)
Xchange: On iPhone 16 series & pristine refurbished phones. Trade in (good condition) from 12m before the end of your phone plan & upgrade to a new airtime & phone plan. Terms: vodafone.co.uk/xchange
UK’s only Lifetime Service Promise: Vodafone is the only network that offers both i) Lifetime Warranty, which covers your phone for manufacturer defects provided you have an active Pay Monthly Airtime Plan, and ii) Battery Refresh, which offers phone battery health checks & required replacements for up to 3 years. Terms & conditions apply.
Lifetime Warranty is an extended warranty covering manufacturer’s defects (on phones purchased via Vodafone directly), provided you have an active Pay Monthly Airtime Plan. Excludes damaged and tampered phones. Terms and conditions apply.
Battery Refresh replaces your phone’s battery if it fails one of the Battery Refresh Tool tests. Available for up to three years depending on your plan. On phones purchased via Vodafone directly. Excludes damaged and tampered phones. Terms and conditions apply.
