City residents spend more time outdoors than those in rural areas - but mostly on the move

City residents spend more time outdoors each day than those living in small towns and villages, new research reveals. A survey of 2,000 adults found that urbanites average one hour and 17 minutes outside daily – over 10 minutes more than those in suburban or rural areas. However, more than half of inner-city dwellers admit most of this time is spent commuting, rather than enjoying nature.

The study also highlights a growing generational disconnect from the natural world. Nearly half of Gen Z (44%) and over a third of Millennials (36%) say they feel less connected to nature than older generations. Two-thirds of Gen Z even admit there are days when they don’t step outside at all.

Commissioned by Super, Natural British Columbia, the official tourism body for the Canadian province, the research coincides with the launch of a free digital tool, The Nature Rating.

The tool analyses the amount of nature in the media people consume – from TV and films to books and music – in a bid to inspire more real-life outdoor experiences.

Social psychologist Dr Pelin Kesebir said: “References to nature in songs, books, and films have been on a steady decline since the 1950s. This is symptomatic of a larger societal issue, as there is a strong link between what we consume and how we behave.

“Art, media, and culture both reflect and shape our lived experiences, so the nature deficit in the content we consume signals a broader and concerning disconnect from the natural world.

“That’s why tools that encourage a healthier ‘nature diet’ in our media can be a powerful catalyst for inspiring real-world nature engagement."

The survey, conducted by OnePoll, found that 30 per cent of people feel there’s a ‘nature deficit’ in their entertainment, even though nearly half say seeing nature in pop culture motivates them to get outside.

BBC’s Countryfile, David Attenborough’s Life on Earth and Blue Planet, and even The Great British Bake Off were cited as top inspirations. Yet, only a quarter of adults make a conscious effort to get outside daily. Bad weather and lack of time are the biggest barriers.

Parents are also concerned, with under-18s spending just 58 minutes outdoors each day. Over 40 per cent of parents believe they spent more time outside as children, blaming increased screen time, safety worries, and poor weather for the decline.

Maya Lange of Super, Natural British Columbia said: “The benefits of spending time in nature are widely known, but modern life can make it difficult, with our research showing that we’re becoming more disconnected from nature with each generation.

“The Nature Rating is designed to help people take a first step – assessing nature in content they consume can inspire people to go outside and foster a stronger connection to the natural world.”