Christine Bleakley is a Barclays cycling ambassador

Laziness, vanity and cost are stopping Londoners from wearing a helmet while on a bicycle, a study has shown.

The research by Barclays revealed that all though 78 per cent of cyclists in the capital believe sporting a skid lid is important, many still choose not to.

Figures show that over half (53 per cent) are reluctant to wear a helmet. The most common reasons for not using one being an unwillingness to carry one around (45 per cent) or vanity related reasons (47 per cent), such as not looking presentable and a fear of “helmet hair”, but there is also a barrier due to the extra cost of purchasing a new suitable helmet (21 per cent).

To help promote safe cycling, the bank has teamed up with retailer velorution to offer a 50 per cent discount on helmets.

Christine Bleakley, Barclays cycling ambassador and passionate cyclist said: “I wouldn’t feel comfortable cycling without a helmet and hope the offer will encourage more London cyclists to consider wearing a helmet when on the capital’s roads.”

For more information visit www.velorution.biz or in store at 88 Great Portland Street between October 15 and December 15.