OXFORD has been named the most apologetic city in the country.

Research, from Serenata Flowers, found the average Oxford resident says sorry 13 times every day - with figures up to 25 times a day for some.

The survey, that spoke to 1,004 people, said the main reason for apologising in the city was for being late, closely followed by bumping into someone or missing a call.

Due to it frequent use, the survey also found that 72 per cent of people in Oxford felt the word sorry carries little value.

The research was carried out by the flower delivery company SerenataFlowers.com