From experience, do more people tend to sit the 10am or 2pm exam sittings?

No idea which is more popular but I know at one point I tried to book onto an exam and only the morning sitting was available.

Personally I preferred the afternoon sittings for several reasons – you don’t have to get up early so you can sleep as long as you like, you can take your time to have a good breakfast and lunch beforehand, have some coffee, get your mind ready, get to the exam after the rush hour so there’s less chance of getting caught in traffic etc.