How We Support Women in Everyday Life?

Most people (58%) have spoken up when they’ve seen a woman treated unfairly, and a big majority (75%) feel comfortable talking about gender equality with others. Day-to-day support shows up in simple ways - like calling out sexist comments and learning more about gender issues (both at 30%). The biggest thing holding people back is worrying about saying the wrong thing (39%). Seeing more men and community leaders lead by example (35%), along with clearer guidance on how to step in when it matters would help the most to improve everyone’s stance in calling out unacceptable behaviour towards women in public.

Women’s Safety in Public

While nearly half feel safe in public spaces during the day (47%), two-thirds feel unsafe at night (66%). Stronger laws and increased police presence are seen as the most impactful ways to improve women’s safety, compared to 6% favouring safety apps, 9% public awareness campaigns, and 3% better street lighting.

Using Safety Apps

Most users (70%) don’t use any other safety apps beyond imabi Travel Guardian, yet over half find them very useful and easy to navigate - though a third still want more guidance.

Perceptions on meeting your online “match” in person

5 in 6 people feel uneasy meeting a dating app match in person, with 80% prioritising safety and 90% in favour of security and safety apps - underscoring the urgent need for better trust-building and security features in online dating. As concerns rise, the demand for safeguarding platforms like imabi continues to grow.

Safe Travelling with Children

Many parents feel the weight of safety concerns when traveling with children, with 39% feeling less confident compared to traveling alone. While nearly half (49%) don’t currently use safety technology, they believe it could be a good idea. Among the most valued features, real-time GPS tracking and location sharing lead the way at 45%, followed by safe zone alerts and emergency reporting systems.

How confident are you in using Public Transport?

95% of respondents use public transport at least occasionally. However, reliability and safety are key factors in further boosting their confidence in doing so.

Travel Trends

Nearly half of travellers prioritise environmental impact with 45% willing to pay more for sustainable options amid concerns over UK’s Green Travel strategy stressed by 67% of our respondents.

Safety at Night Survey for Travellers

Safety concerns are high when traveling at night, with over 2 in 5 (43%) feeling unsafe on public transport and nearly 2 in 3 (65%) feeling unsafe in public areas. Key factors affecting safety include the presence of security staff (28%) and well-lit stations (26%), while 31% stick to well-lit and busy routes for protection. 40% rely on official transport websites for safety info, while 35% turn to local advice. As nighttime travel remains a concern, awareness and smart precautions play a crucial role in feeling secure.