GFK-2017“幸福生活”调查报告-2017.11-138页-2mb

Summary of the GfK Global Survey on Good Life Factors (November 2017)

Core Content

The GfK Global Survey conducted in November 2017 interviewed over 23,000 consumers aged 15 and older across 17 countries online to identify what factors they personally associate with the "Good Life." The survey results highlight the common and varying perceptions of what constitutes a fulfilling life across different demographics and regions.

Main Points

• Methodology: The survey was conducted online with a weighted sample to reflect the demographic composition of the online population aged 15+ in each market. The global results are averages across all 17 countries, not a simple sum of country averages.

• Global Results:

  • The top three most popular factors selected internationally are:
    1. Good health
    2. Financial security
    3. Leisure time
  • These are followed by:
    • Happy marriage
    • Travel for leisure
    • A home you own
    • Control over one's own life
  • Less common factors include:
    • Children
    • Spiritual enrichment
    • A yard and lawn/a nice garden
    • Really nice clothes/accessories/jewelry
    • Having the latest electronics and gadgets
    • A luxury or second car
    • A college education

• Demographic Differences:

  • Younger age groups (especially 15-29 years) are more likely to consider a college education as part of the Good Life.
  • Older age groups (especially 50+ years) tend to value financial security more highly.

Key Information

• Sample Size and Countries:

  • The survey covered 17 countries, including:
    • Argentina (1,017)
    • Australia (1,239)
    • Belgium (1,009)
    • Brazil (1,513)
    • Canada (1,009)
    • China (1,505)
    • France (1,510)
    • Germany (1,535)
    • Italy (1,517)
    • Japan (1,763)
    • Mexico (1,017)
    • Netherlands (1,026)
    • Russia (1,522)
    • South Korea (1,011)
    • Spain (1,506)
    • UK (2,175)
    • USA (1,503)

• Country-Specific Insights:

  • Belgium: The survey shows the general preferences across the country, with notable differences between men and women.
  • France: Similar to the global average, with emphasis on good health, financial security, and leisure time.
  • Germany: Highlights the importance of good health and financial security.
  • Italy: Shows a similar trend to other European countries.
  • Netherlands: Reflects the global pattern, with some variations by gender and age.
  • Russia: The survey indicates that people value financial security and good health highly.
  • Spain: Shows a preference for good health and leisure time.
  • United Kingdom: The global results are reflected, with some regional nuances.
  • United States: Aligns with the global findings, emphasizing good health and financial security.
  • Latin America:
    • Argentina: Highlights the importance of good health and financial security.
    • Brazil: Shows similar trends to other countries.
    • Mexico: Reflects the global pattern with some gender and age group variations.
  • Asia-Pacific:
    • Australia: Demonstrates the global trend with some age-specific insights.
    • China: Emphasizes financial security and good health.
    • Japan: Aligns with the global findings, with notable differences by age.
    • South Korea: Reflects the global pattern with variations by gender and age group.

Conclusion

The survey reveals that while good health, financial security, and leisure time are universally valued, other factors like a college education, a home you own, and spiritual enrichment are less commonly seen as essential components of the Good Life. There are notable differences based on gender and age groups, with younger individuals placing more importance on education and older individuals on financial stability. These insights can inform marketing strategies, policy decisions, and social initiatives aimed at improving quality of life across different populations.