Asia Pacific remains a very happy place with major disparities visible in the region

September 19, 2014

Singapore – The latest study conducted by Ipsos APAC and Toluna, reveals that Asia Pacific remains a highly happy place, with a vast majority of its citizens saying they feel happy or very happy. The poll was conducted in March 2014, in India, Japan, Hong Kong and Singapore, with 2,000 consumers aged 18 – 50 years old.

India in particular, came up very high on the happiness scores, with 91% happy overall (very happy 55% and rather happy 36%).

In Singapore, 76% were found happy overall (very happy 17% and rather happy 59%). This was an overall decline of 5% from the previous survey 8 months earlier (Q3 2013). Among the 5 markets surveyed, Singapore’s unhappiness levels were superseded only by the Japanese of whom 32% stated they were not very happy or not happy at all.

Amit Adarkar, MD for Ipsos India explains: “The Indian economy is showing signs of recovery with green shoots on the horizon. The growth in auto sales, exports, services sector, and healthy corporate performance — all seem to suggest that growth appears to have rebounded. “

He adds, “Indians are hopeful and happy that the country’s new Prime Minister, Narendra Modi, will be able to push through further pro-growth policies which will generate more jobs and prosperity.”

Throughout the region, women seem to show greater level of happiness overall. Indian women in particular show great happiness levels (56% very happy, 94% happy overall). In Singapore, 29% of men say they are unhappy, against only 19% of women. Same in Japan, with 74% of happy women against 62% of men. A large proportion of Japanese men are unhappy (38%) including 12% who say they are very unhappy.

Meanwhile 33% of the Japanese young (18 – 29 years old) are also unhappy. Commenting on the Japan situation, Shunichi Uchida, MD for Ipsos Japan says: “Living in a highly developed society, where poverty is low and most are sufficiently comfortable, it would seem to take a lot more to make Japanese people happy. It is typical of the Japanese culture to seek perfection in every aspect of their lives, including their happiness. With a general lack of satisfaction for the status quo, Japanese continue to strive for happier lives. ”

Looking at happiness factors across the region.

Across the region, reasons differ depending on whether respondents themselves said they feel happy or not: Own health/physical well-being still top contributing factor for happiness (42%), with personal financial situation quoted as the top contributing factor by the unhappy citizens (58%) in the region.

In Singapore, more Singaporeans attributed their unhappiness to their personal financial situation and health. For the Singaporeans who are happy, most attributed their happiness to their relationship with their partner or spouse and their good health. Finances came up only 7th place as the reason among this group.

In Hong Kong, with 85% happy, relationship with parents overtakes finances as a booster to happiness in Hong Kong and the same consideration of relationship with parents also makes it to the top three factors contributing to unhappiness in Q1 this year.

Other Singapore Findings: Gender Differences

Singaporean men were found to be less happy than the women (28% vs 19%). For the men, top contributing factors to their happiness were their relationship with their partner/spouse (45%), their personal financial situation (41%) and their health and physical well-being (39%). For the women, they shared fairly similar reasons of their health and physical well-being (47%) and relationship with their partner/spouse (43%) but their personal financial situation wasn’t as strong a concern for the women (32%).

Significantly more Singaporean men were found concerned about finding someone to be with than women (17% men vs 10% women). The men also place greater importance on their sex life (18% men vs 5% women).

Ipsos Singapore MD Miranda Cheung comments: “With increasing number of women entering the workforce and rising independence, a multitude of avenues arise via which women can derive their happiness.”