People living in Wolverhampton in the West Midlands are the most generous in the UK when it comes to making donations to charity, research by the information services company Experian suggests.
The data analysis, released today, found that the West Midlands city tops the table with 319,449 donors, which equates to 0.68 per cent of the UK total. West Bromwich and Peterborough were the next most generous places.
People in London were found to be the least supportive of charities. Those living in the mostly affluent areas of Wandsworth, Putney, Hammersmith and Kensington were about 30 per cent less likely to give to charity compared with the rest of the UK.
The findings are based on information from Experian’s Consumer View database, which is built on information from the electoral roll and other data sources from 49 million UK adults.
The study, conducted in October, found people living in Birmingham are five times more likely to donate to disaster relief charities. Those living in Yate, Gloucestershire, are 40 per cent more likely to support charities for people with disabilities than the rest of the UK. Meanwhile, residents in Chelsea, in London, topped the table for supporting charities for older people.
In Southport, Merseyside, 36 per cent of people are believed to donate to environmental charities.
The age groups most likely to give were middle-aged or older, according to the analysis. Those least likely to donate were younger people living in cities.
Nigel Wilson, managing director, data and analytics, at Experian marketing services, said: "Our analysis highlights very different levels of support for charities based on where people live and importantly, life stage, with older people broadly more supportive of charities.
"This might be because younger people have limited experience and money and therefore do not value what charities offer. As they get older this changes as different values kick in.
"Charities should consider how they engage with this younger group and perhaps develop alternative ways of giving, such as volunteering time or other fundraising products."