An influx of young professionals is transforming the traditional kiss-me-quick image of seaside towns in Sussex, a new report says.

A mass exodus from the cities to the coast, fuelled by a plentiful supply of rented property, has boosted the 'working age' population in seaside towns over the last 30 years.

But quality of life, rather than work commitments, is the main reason people are moving to the coast and away from crowded cities.

More than a quarter of those surveyed said the reason they moved to coastal towns like Brighton, Eastbourne and Worthing was because they "wanted to live here".

Only 14 per cent moved because they had a job in the area and even fewer said they moved for family reasons.

The report, by researchers at Sheffield Hallam University, was formed from a review of economic trends at the 43 largest seaside resorts in England, Scotland and Wales.

It highlights the surprising resilience of the seaside economy and challenges the assumption that cheap foreign package holidays have put it in terminal decline.

But the report also highlights common problems of unemployment in coastal towns, which tends to be higher than in surrounding areas.

Both Brighton and Worthing, which have a combined jobless and claiming benefits total of 16,500, suffer from higher unemployment than surrounding areas.

Eastbourne, with 3,300, bucks the trend here with the same levels of unemployment as the wider region of East Sussex.