A sense of humour is the most valued trait to have in common with a close friend, according to a new IPA Friendship survey of 1000 adults aged 18-40 living in urban areas. The findings are being unveiled at the IPA Insight Summit.
In response to being asked which traits they would want to have in common with a close friend, if any, nearly half of respondents (49%) chose Sense of humour. This was followed by Shared interests and hobbies (37%), Lifestyle habits (28%), Personality or temperament (25%) and Communication style (24%). Meanwhile around a fifth (20%) said Life stage, while 18% said Life experiences (e.g. travel) and 18% Worldview and values.
Further down the spectrum, a Shared financial status (10%), Cultural background (14%) and Upbringing or schooling (14%) ranked at the bottom of the list of priorities. Meanwhile, 1% of people said that there was nothing in particular that they wanted to have in common with a close friend.
Women value humour and good communication more in friendships than men do
When breaking this data out by gender, there are notable differences between what men and women are looking for in their friendships. Women are more likely to prioritise Sense of humour (55% vs. 42% of men) and Communication style (26% vs. 21%). Men, meanwhile, place slightly more emphasis on a Shared upbringing (16% vs. 12%), Cultural background (17% vs. 11%) and Financial status (12% vs. 8%).
Over 30s prioritise having lifestyle and life experiences in common
The survey also highlights how friendship priorities evolve with age. Those aged 30-40 are more likely to value Shared lifestyle habits (32% vs. 25% of 18–29-year-olds), Similar life experiences (21% vs. 15% of 18–29-year-olds) and Financial status (12% vs. 7% of 18–29-year-olds). However, younger adults are most likely to prioritise a Similar age, career or family situation among their friends (22% v 17% of 30-40-year-olds).
Commenting on the findings:
Says Caris Brett, Senior Insight Lead, IPA: “These findings show that humour isn’t just a social lubricant, it’s the foundation of connection. That matters for our industry too, as the same dynamic applies to brands. We know from wider industry research that ads using humour build affinity and warmth, and are more effective at driving market share growth than those that use neutral creative. In serious times, brands that make people laugh don’t just entertain, they grow.”
This data was carried out by Opinium and forms a snapshot of a wider IPA report on friendship to be published later in the year.
To register your interest to receive this report, email [email protected].
Last updated 05 March 2026