The number of individual transaction postcodes recorded on loyalty cards among participants in each UK region
| UK region* | Transaction postcodes | |||
| Cases | Controls | |||
| n† | % | n† | % | |
| East of England and Yorkshire and Humber | 48 | 6.9 | 209 | 18.5 |
| London | 104 | 14.9 | 192 | 17.0 |
| North East | 24 | 3.4 | 36 | 3.2 |
| North West | 47 | 6.7 | 87 | 7.7 |
| Midlands | 30 | 4.3 | 136 | 12.1 |
| Scotland | 85 | 12.2 | 82 | 7.3 |
| South East | 193 | 27.7 | 198 | 17.6 |
| South West | 61 | 8.8 | 144 | 12.8 |
| Wales | 105 | 15.1 | 43 | 3.8 |
| Total | 697 | 100.0 | 1127 | 100.0 |
*Purchases at Northern Ireland were excluded due to small numbers (n<5).
†The transactions could have been recorded at one or more store postcodes.