The September wave of Ipsos IndiaBus Happiness Monitor shows happiness has stayed steady in September with no change in happiness levels. However, 69% of urban Indians claim to be happy.
Interestingly, the cohorts that emerged happiest were full time students (74%), homemakers (73%), women (71%) and those with higher education (70%).
94% of urban Indians living in tier 1 towns claimed to be happy. Urban Indians in West & North were happier over those in South and East. 87% of urban Indians living in West Zone were happy and similarly 77% of those living in the North Zone claimed to be happy. Only 54% of those living in South Zone were seen to be happy. And only 1 in 2 (50%) in East Zone were happy. The trend was seen across demographics.
Overall, happiness has surged for family (+1%), situation of the world (+3%), situation of the country (+2%), neighbours (+1) ; and decreased for health (-2%), economic/ financial conditions (-1%), colleagues/ business associates (-2%), employment or work (-1%) and with no change around friends’ circle, in September, over the previous month.
Looking at the pecking order of happiness contributors for urban Indians, it was led by family (74%), health (65%), friends’ circle (62%), employment or work (59%), colleagues/ business associates (55%), neighbours (54%), economic/ financial conditions (53%), situation of the country (47%) and situation of the world (42%).
Commenting on the findings of the survey, Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation, ESG & CSR said, "Happiness Levels have held steady and family continues to be the biggest driving force in infusing happiness. The happiness monitor also shows happiness is defined by different aspects in our daily life. It is about close family ties, social framework and societal engagement, work environment and colleagues, financial conditions, how the country is being run and how the global scenario looks. The G20 Summit has rubbed off on perception of India and the world and is being positively manifested in the happiness monitor in September. Likewise, work and colleagues and increasing work pressures have slightly dented happiness levels. Women and homemakers seem happier with their "me" time."
"West and North zones have seen maximum boom in terms of jobs, access to the best of facilities and overall development. And tier 1 towns are the emerging centers of consumerism. Seeing a major boost in quality of life and happiness," added Chakraborty.
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. Data collection is done in every month and the results are calculated on two-months’ rolling sample.
Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 19,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.
Our tagline "Game Changers" sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.
Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com