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One in six adults feel the summer never quite lives up to expectations

A poll of 2,000 adults found 13% say summer is better in theory than reality, with costs, crowds and work commitments driving disappointment.

  • Mobile and broadband provider giffgaff commissioned OnePoll to survey 2,000 UK adults, finding 13% say summer is often "better in theory than reality." The research prompted giffgaff to launch its Fair-play Summer Fund.
  • Fear of missing out, or FOMO, affects 45% of adults during summer, while cost and work commitments prevent 53% from fully enjoying the season. Holidays abroad, festivals, and major sporting events rank among most-missed experiences.
  • Seventy-Seven per cent of adults believe seasonal prices are inflated and unfair, the poll found. Additionally, 59% worry about hidden connectivity costs, and 12% are irked that a 99 Flake costs more than 99p.
  • Unexpected roaming charges abroad affected 29% of travelers, while 22% cited working on sunny days as reducing enjoyment. With the World Cup in full swing, 15% admitted to watching sport on phones while at work.
  • Although nine in 10 adults look forward to summer, 13% feel it is "better in theory than reality." CEO Kate Dohaney said giffgaff is "on a mission to tackle some of summer's stings" by offering unlimited data for £14 and broadband for £5 monthly.
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One in six adults feel the summer never quite lives up to expectations

One in six adults feel summer never quite lives up to expectations - despite it still being the nation’s favourite season.

·Portsmouth, United Kingdom
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The Scotsman broke the news in Scotland, United Kingdom on Wednesday, June 24, 2026.
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