Keyfetch.com, the online lost property retrieval service, conducted a nationwide study, which saw 850-tagged keys dropped across fifteen UK cities to measure selfless good deeds. Alongside the real-time study, Keyfetch.com also carried out an attitudinal poll to highlight how good people think they are versus their actual behaviour.
Not only did Cambridge residents act selflessly, but they also appreciated the urgency of the situation, with the first set of keys returned in 6 minutes. Within 24 hours Cambridge 's residents had handed in 67% of all keys returned.
Despite having one of the highest return rates in the nation, the Study revealed that when polled 90% of people from Cambridge said they would return lost keys, highlighting a difference in behaviour and action.
Dr Brendan Burchell, Head of Sociology Department, University of Cambridge, comments: “The fast-paced nature of modern life means that, even when we know that it would be ethical to act in a certain way, our best intentions are not acted upon."
Cambridge, along with Belfast and Oxford, had the highest return rates with 80% of people returning keys. Coming in last place was Glasgow with just 34% of people selflessly returning keys.
John Candillier, co-founder of Keyfetch.com, said: "We know that people are intrinsically good. The National Altruism Study gave the United Kingdom the opportunity to prove just that. When polled, more than half of the nation admitted to having lost their keys. Fuelled by the goodwill of others, Keyfetch makes this unfortunate situation less stressful and costly. Altruism is the heartbeat of society, it unites people and makes them a community.”
|
KEYS RETURNED |
|
|
1) Cambridge |
80% |
|
2) Belfast |
80% |
|
3) Oxford |
80% |
|
4) Brighton |
74% |
|
5) Bristol |
74% |
|
6) London |
68% |
|
7) Edinburgh |
60% |
|
8) Leeds |
59% |
|
9) Manchester |
56% |
|
10) Plymouth |
54% |
|
11) Birmingham |
46% |
|
12) Liverpool |
44% |
|
13) Cardiff |
40% |
|
14) Newcastle |
38% |
|
15) Glasgow |
34% |
| FASTEST RETURN RATE - RANKING | |
| 1) Newcastle | 4 minutes |
| 2) Edinburgh | 5 minutes |
| 3) Leeds | 6 minutes |
| 3) Cambridge | 6 minutes |
About the National Altruism Study:
Real-time study that consisted of 850 Keyfetch-tagged keys being dropped across fifteen different cities in the UK (Belfast, Brighton, Birmingham, Bristol, Cambridge, Cardiff, Edinburgh, Glasgow, London, Leeds, Liverpool, London, Manchester, Newcastle, Plymouth). Statistics based on finders alerting the keys missing using the Keyfetch.com messaging system.
In addition, 2,000 people were surveyed online by OnePoll, on behalf of the Keyfetch.com May 2014
About Keyfetch.com:
Keyfetch is an online property retrieval service that connects finders and owners directly, safely and swiftly, tapping into people's natural altruistic tendencies. Recently launched, Keyfetch recovers members' lost valuables using a hassle-free and easy-to-use online messaging system, while protecting their identity at all times. The product has been created to offer a simple and inexpensive way to avoid an expensive and frustrating problem. In a celebration of social responsibility, Keyfetch encourages people to "Be Good. Do Good. So that the world can be a better place." The company, which operates both in the UK and US, donates 2% of its gross sales to charity to reward the kindness of finders. To learn more about Keyfetch visit Keyfetch.com
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Keyfetch Press Office, [email protected], 0207 663 6999