UK men prefer personality over appearance in partners

♦ British men are among the least shallow in the world, figures show, as they prefer personality to looks.

Yougov figures show just one in five British men give priority to appearance over personality, while 80 per cent think someone’s physical attractiveness is less important. The figure makes the British the second-least shallow males in the world, with only Finnish men less shallow.

A partner with a good sense of humour was more important to women in Britain than in any other country, with 21 per cent ranking it as the most important factor.