76% urban Indians happy in December 2023; tier 1 and west zone citizens happiest: Ipsos IndiaBus Happiness Survey
Ipsos IndiaBus Happiness Survey that maps happiness levels of urban Indians across 16 cities shows 76% of urban Indians polled are happy. Happiness levels have been improving since August 2023.
Disparity in happiness
The survey displayed interesting trends by cities and demographics to show happiness is not uniform by zones and cities covered in the survey and there were disparities observed. Also, for socio economic groups (SECs).
Like, 88% of tier 1 respondents claimed to be happy, ahead of the metros (73%), tier 2 (73%) and tier 3 (70%) cities. Similarly, west zone (85%) and north zone (80%) citizens were happier compared to East (60%) and South (72%) zone. Citizens belonging to SEC A (81%) were happiest, followed by SEC C (76%) and SEC B (73%).
Parity in happiness
Most of these cohorts displayed similar happiness levels.
Interestingly, not much difference was seen by education levels on happiness – Low education citizens were almost as happy (76%) as those with high education (75%). Likewise, by professions, happiness levels were almost on the same grid for employed – full time and part-time (78%), full time parents/ homemakers (77%), self-employed (76%), other miscellaneous segments (75%) and students (72%). Similar trend was observed by age brackets and gender – 18-30 years (77%), 31-45 years (76%) and 45+(75%). And males (76%) and females (76%).
“Across demographics we observe majority of urban Indians to be happy. Being one of the fastest growing emerging markets, India is trudging forward with optimism, and this has a positive rub off on its citizens, as quality of life and living conditions improve, leading to boost in happiness levels. Though west and north are happier as have maximum buzz and opportunities. Tier 1 with a better quality of life is ahead of the congested metros in happiness. Higher socio-economic classes are happier,” says Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation & CSR, Ipsos India.
What makes Indians happy?
The Ipsos IndiaBus Happiness Survey provides some of the key barometers of happiness. These factors impact happiness and were seen to be the key contributors. Family (77%) emerged the biggest source of happiness, followed by health (72%), friends’ circle (67%), neighbours (62%), economic/ financial conditions (59%), situation of the country (57%) and situation of the world (51%). Those working, cited employment/ work as a key contributor to happiness (69%) and colleagues/ business associates (67%).
“Happiness is not just an emotion. It manifests in relationships, wellbeing, social fabric, workplace and colleagues, stability in the country and the world. For Indians, family is their first and foremost source of happiness, followed by health, friends, financial conditions, work, et al,” added Chakraborty.
Methodology:
Ipsos IndiaBus is a monthly pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, tier 1, tier 2 and tier 3 towns, providing a more robust and representative view of urban Indians. The respondents were polled face to face and online. We have city-level quota for each demographic segments that ensure the waves are identical and no additional sampling error. The data is weighted by demographics and city-class population to arrive at national average. The data collection is done in every month and the results are calculated on two-months rolling sample.
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