A NEW study shows that the average person in the North-west spends the majority of his or her life within a 14-mile radius of home.

Independent public relations network Harrison Cowley commissioned the Future Foundation to examine the local effect of globalisation.

Also -- in association with the Newspaper Society -- it looked at how successfully all levels of media are responding to the challenges and changes politically, economically and culturally in the UK's nations and regions.

Sally Neary, Associate Director of Harrison Cowley, Manchester, said: "The report found that regions were beginning to think and act as 'mini nations' and that a positive shift in approach would be needed by those engaged in brand building if they were to continue to be successful in the North-west region.

"The report draws a map of life in the regions which reveals that life is local, with almost every major element of our lives happening within a 14 or 15-mile radius of home -- and set to become more so."

One of the major reasons for this cited in the report is the value people now place on time as a precious commodity.

Sally Neary added: "Two thirds of people spend all or most of their leisure and social time in the local area, trends which, together with the growth in home working and contracting out of domestic services, have led to a massive boost for local economies."

One of the factors identified is the power of regional and local newspapers.

Researchers found that they outscored all other channels by three to one on "understanding my lifestyle" and twice as many people thought regional and local media more trustworthy than national newspapers.

An executive summary of the report is available on the internet -- www.harrisoncowley.com