The six-figure project, entitled Local Matters, has been carried out on behalf of the NS by a firm of consultants, Millward Brown.

It looks at why, when and how people engage with their local community in modern Britain, and the role that different media play in helping to meet these requirements.

Its aim is partly to find out how the concept of community is changing and whether online social networks are replacing geographical communities.

The study, which will be published on 20 June, also looks at regional differences in a number of factors such as people's pride in their locality and how safe they feel out and about.

Robert Ray, NS marketing director, said: "This has been a substantial piece of research which has helped isolate the real differences in needs, activities and attitudes across the UK, and how local media continues to play a vital role in people's lives."

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