Most people believe they have five or fewer friends they can count on in a crisis, despite having hundreds listed on social networking sites, new research has claimed.
Nearly two-thirds (64%) felt they had a core group of five friends or fewer, while almost half (42%) said they considered just one in 10 of their friends on websites such as Facebook to be true pals, a survey of 2,045 internet users found.
Six out of 10 (61%) said fewer than a fifth of their online friends would be called on for advice or support in hard times.
The YouGov research was commissioned by jewellery chain Links of London, which is launching its "Circle of 5" campaign to encourage people to reward their closest mates.
Paralympic cyclist Sarah Storey, who is backing the campaign, said: "Every successful person needs people behind them to drive them. I don't know where I'd be without my friends, husband, trainers and parents.
"They push me to go that little bit further, inspire me and help me escape from it all when I need to. Without them I definitely wouldn't have won my medals or be competing again this year."
Psychologist Rob Yeung said: "Many of us like to think that our own success is based on how we perform, but without valuable people in our lives - core people around us who support us - we may not achieve as much as we aspire to."
The survey also revealed 91% of respondents would look to family and friends rather than famous people for their role models.
Links of London's Circle of 5 campaign is offering the public the chance to reward their closest five pals with an Olympic band designed for Team GB.
The red and blue woven band, with a silver plaque engraved with Team GB, is part of the official jewellery collection for this summer's Games.
Boost your feel-good mood with these simple happiness tips from life coach Sophia Davis.
"Have a PMA (Positive Mental Attitude). Choose your thoughts and be your own best friend. Nothing negative can come from being positive, so believe that life is full of opportunity to be happy and it will be. Say affirmations, notice where your mind chatter takes over, and be in charge!"
"It's important to feel you have a purpose, that your important, and have something to get up for In the mornings. Know what your 'purpose' is, and keep it in mind for a great start to each day."
"Our body is (or should be) a temple. Its the thing that carries us from day to day and stays with us always. Its important to nourish it with good food, and keep it exercised. Try out a new dance class, go to the gym, or set up your own running club. You'll feel better for it."
"Everyone likes to feel that they are achieving. Set yourself goals for the week, month or even year and make sure you always feel challenged (not stressed). Sign up for the race for life, walk on hot coals, or learn a new skill, it will make you feel fabulous."
"Give something back, it feels good to give back to others. Use It to nourish your soul. Giving back doesn't need to be dramatic, a smile at someone on the street, a chat with the homeless, or volunteering your time for charity are all equally as rewarding."