According to the ‘Evening Standard’:
“Wealthy Westminster residents are the least friendly in London, Islington hipsters welcome new experiences, while the sensible “nappy valley” residents of Wandsworth show a level of emotional stability that puts the neurotic majority to shame.
The findings come in the most detailed academic study of the capital’s personality types ever carried out, based on data collected from 56,000 Londoners as part of a BBC research project. It found that, in broad terms, people living in the suburbs are nicer than those in central London but are also less outgoing and much more conservative.
The most conscientious people are found in north London around the emerging tech and creative industry economic hubs on the fringes of the City. These areas are also the most open to new experiences. High levels of satisfaction with life — bordering on smugness — are concentrated in the leafier boroughs of south-west London, particularly Richmond. The least satisfied live in the less affluent suburbs of north-west and north-east London.
The nicest inhabitants live in Bromley and Croydon, according to the research, while the most miserable appear to inhabit Hounslow, Hillingdon, Barking and Dagenham, Newham and Harrow.
The Cambridge University researchers behind the study suggest certain personality types flock to particular areas. The project found “higher levels of agreeableness in neighbourhoods with lower population density and lower housing prices, greater proportion of older people and families with children, and more land area used for domestic gardens and green spaces”.
Dr Jason Rentfrow, from Cambridge’s department of psychology, said: “Making the decision that fits with your personality could have an effect on your overall life satisfaction.”
The study, funded by the Kone Foundation and the Academy of Finland, was published in the journal the Proceedings of the National Academy of Sciences. Helsinki University academic Dr Markus Jokela, who also carried out the research, said: “It’s very common for people to talk about where is the best place to live, but most research fails to consider individual differences in personality.”