People in Oxford show the least interest in going on cruises of anyone in the nation, according to a new study.

The research, conducted by insurance comparison firm InsureMy, examined the UK's most and least cruise obsessed cities and towns by looking at Google searches of 20 popular cruise holiday search terms.

Oxford was joined by cities including Cambridge, Brighton, Reading and Nottingham as the least interested in cruise holidays.

At the other end of the scale, Sutton topped the list with an average monthly search volume of 1,136 per 100,000 residents.

Blackpool and Southampton followed in second and third, respectively, with 1,076 and 991 average monthly searches per 100,000 people.

Mansfield, Wakefield, Wigan, Swansea, Doncaster, Burnley and Wrexham make up the rest of the top 10.

Stewart Barnett, head of marketing for InsureMy, said: "While UK cities and towns may not be traditionally associated with cruise culture, there has been a growing interest and fascination with cruises in recent years.

"Despite their inland locations, cities like Mansfield and Wakefield have shown a surprising level of enthusiasm for cruising.

"The allure of exploring new destinations, enjoying luxurious amenities, and experiencing the open sea has swayed the residents in these urban areas.

"As the popularity of cruises continues to rise globally, UK cities and towns are joining the trend and showcasing their newfound obsession with this form of holiday."