SOUTH Lakeland is the easiest place to live in the North West for average earners, a new report claims.

The study says higher average house prices (£269,364) and rents (£656) are “cancelled out” by higher average earnings (£26,212) and the highest employment rate in the North West (more than 86 per cent).

The research has been carried out by Lancashire-based housing provider Your Housing Group, based in Warrington, and a former HM Treasury economist to create a map of “liveability” across the region.

The study looked at at housing availability and costs, jobs, wages, the cost of living and “decent” state schools.

Copeland was classed as the second most affordable place for people to live on an average pay packet, with Fylde coming third, the Ribble Valley fourth and Eden fifth.

Despite having reputations for more affordable house prices and rents, Oldham, Blackburn and Knowsley were classed as the most difficult places to live for those on average earnings.

The average house price in Oldham is £148,628 compared to the North West average of £180,697. Earnings are also close to £2,000 lower than average, at £23,803. The jobless rate is more than 67 per cent, compared to almost 74 per cent across the North West.

Areas like South Lakeland, Fylde and Eden - renowned for high housing costs - emerged as some of the best places to live in the North West for average earners because of higher local average salaries and good opportunities for people to “get on” in work and education.

Brian Cronin, CEO of Your Housing Group said: “This important new research reveals the hidden problem areas for average earners in towns and cities across the North West.

“Importantly, it also shows where we need to see the development of more genuinely affordable homes.”

He said developers were “simply failing to deliver the homes people need at a price they can afford”, adding that housing associations could play “a major new role in solving the problem”.