New research has revealed just how desperate the British population is to get away from conventional lifestyles and how willing most people would be to ditch their jobs and go off in search of adventure. The research, published by Virgin One, reveals that a third of those questioned would willingly drop out of the rat race and travel the world rather than invest in property, start a family or send their children to private schools.

But the research also shows that while most dream of the great escape, few act on their desires because they feel tied financially. Eighty-six percent of people admit money often rules their life-changing decisions, while one in 10 people say they're staying in the wrong job because it pays the bills.

Jo Barnett, marketing director of Virgin One says: "Our research has given a fascinating insight into would-be rat race rebels. While you may think the great British reserve was about doing the safe thing, especially in the current climate, and investing in bricks and mortar for future generations, there is a tremendous sense of people wanting to live for today.

"Obviously money is a determining factor in much of our lives but from the people we spoke to it's evident they feel that there must be more to life than this. And they feel that traditional financial constraints are robbing them of the chance to be all they can be, to enjoy greater freedom and wider experiences."

The survey, commissioned to support the launch of Virgin One's new advertising campaign, encouraging people to think differently about their finances, also reveals:

• One in 10 women admitted they'd stayed with their partner because they couldn't afford to leave.
• 15 percent of northerners admitted they'd done the same.
• One in 20 of people in the South East admit they've bitten their tongue and thought of the inheritance when dealing with a difficult relative.
• Relationships cost men more than women - they spent an average of £1,513 in the last year, compared to women who spent just £710 on average.
• People in the South East make the most generous lovers, spending an average of £1,394 on their partner in the last year; those in the South West were the meanest lovers, splashing just £839 on their loved one in the last 12 months.
• A quarter of West Midlanders are unhappy in their job but the most likely to stay put.

The £10 million advertising campaign which launched this week is aiming to communicate the flexibility of the Virgin One account and how it allows customers to make decisions they want, without the constraints of their traditional banking products. It takes a sideways look at being disinherited, walking out on a job, falling pregnant unexpectedly or breaking up with a partner.