Tagged 'research'

AnxietyIndex 2013 Global Report

Global AnxietyIndex CoverIn the latest installment of our research around the levels, intensity and drivers of anxiety around the world, we surveyed 6,075 adults aged 18-plus across 27 markets in Western Europe (Finland, France, Germany, Italy, Spain and the U.K.), Eastern Europe (the Czech Republic and Russia), the Middle East and North Africa (Egypt, Pakistan, Saudi Arabia and South Africa), North Asia (China, Hong Kong, Japan and South Korea), South Asia (Australia, India, Indonesia, Singapore and Thailand), North America (Canada and the U.S.) and South America (Argentina, Brazil, Colombia and Mexico). Data was collected from Oct. 1-10, 2012, using SONAR™, JWT’s proprietary online research tool.

Which country is the most anxious? Of the 27 surveyed, Pakistan stands out, with nearly 6 in 10 respondents reporting that they are very anxious. Globally, the cost of living generates the greatest anxiety, specifically driven by concern about the price of everyday essentials like food and gas. Unemployment is also a major driver of anxiety around the world.

Other topline findings include:

  • Anxieties in Western Europe vary considerably. Concerns about the economy and the cost of living are highest in France and Spain, where they are nearly universal among adults. Finland, Germany and the U.K. are significantly less anxious.
  • In Eastern Europe, Czechs are more nervous than Russians about food prices, their government’s budget deficit and corruption. Russians, meanwhile, are among the most worried in the world about the safety of their food supply.
  • In Japan, anxiety is high over the budget deficit and, understandably, natural disasters. South Koreans worry most about gas prices and employment, while anxieties in China and Hong Kong mirror those seen in the rest of the globe.
  • In South Asia, Indonesians are among the most concerned worldwide about corruption, while Indians worry not only about factors that impact them directly (gas prices and their government’s deficit) but also about greater social concerns like global warming.
  • The economy and the current cost of living are the greatest drivers of anxiety in North America, with Americans significantly more worried about the state of the economy than Canadians and others across the globe.

To download the full report, click here. And to see a short video animation with more topline findings, click here.

AnxietyIndex: September poll finds Japan seeking stronger corporate and political leadership

The second in our AnxietyIndex series on post-quake Japan shows that many Japanese feel the March disaster exposed deeper problems the country had avoided facing previously. The survey, fielded Sept. 9-13 among 500 adults aged 18-plus, found that the percentage of Japanese who feel “very nervous or anxious” actually increased significantly since our April 2011 survey—from 30 percent to 46 percent. This is partly due to a strong sense that the disaster proved Japan’s political system is eroded (78 percent of respondents agreed) and showed that Japanese companies are becoming less globally competitive (60 percent).

The government has not convinced the people of its leadership abilities—anxiety has spiked over its failure to provide consistent, reliable information, especially in regard to radiation risks—with just 27 percent of respondents agreeing the government is capable of steering Japan through the crisis. By contrast, 61 percent trust what big corporations have been doing to help. Brands have a significant opportunity to help fill the leadership void with decisive actions and untainted information. For brands that can engineer a positive change from business as usual, the rewards will be significant, given the nation’s sentiments.

To download the full report, click here.

AnxietyIndex: August poll finds Pakistan among most anxious nations

For JWT’s latest AnxietyIndex survey, we launched a baseline study in Pakistan, polling 590 adults aged 18-plus across socioeconomic classes. We found that Pakistan is among the most anxious countries we have studied, with 89 percent reporting that they are nervous or anxious, just a few points behind Japan, which ranks as the most anxious market. Anxiety is being driven primarily by economic concerns. On a micro level, this translates to anxiety around the basics of getting by: employment, and food and gasoline prices.

Given the level of anxiety, it’s not surprising that few Pakistanis are optimistic about the future. Approximately half of all respondents feel that factors that affect them every day—such as the cost of basic necessities—will deteriorate over the next six months. And when asked when the overall state of the economy might improve, few can foresee things improving soon, with 77 percent saying they have no idea when the economy will get better.

Over the past decade, Pakistan has faced severe issues related to law and order. The nation is perceived as a risky venture, so the flow of investment is low. Pakistan is also one of the few economies where the U.S. dollar has gained versus the local currency, so the cost of importing fuel has increased tremendously. This has directly impacted inflation, resulting in a higher cost of living generally and higher costs for health care.

Click here to download the full report.

AnxietyIndex: August poll finds young Britons hold harshest views on rioters

Our latest AnxietyIndex study, conducted in the wake of the U.K. riots last month, added a focus on how British adults feel about the mayhem, its causes and possible solutions. Some Britons have become more fearful as a result of the riots, especially the younger generation: While 17 percent of people over 35 said they feel less safe on the streets where they live, 41 percent of 18-34-year-old respondents feel less safe. Many in this cohort are also less forgiving of the young rioters than older generations, with 43 percent saying the punishments of those convicted were not harsh enough vs. 34 percent overall. And just 28 percent said they worry for other young people, compared with more than half of the over-50s.

“Young people are fed up with the marginal few who participated in the riots undermining their voice in society,” says Tony Quinn, head of planning at JWT London. “Youth are usually the drivers of social change, but protests are now being overshadowed by violence.”

The survey, which polled 290 British adults, also pointed to an opportunity for brands to serve as part of the solution. More than two-thirds of young people say they feel more positively toward the brands that helped with the cleanup, and many also feel that brands could play a role by sponsoring youth initiatives, facilities and programs, providing training opportunities and facilitating the involvement of young people in their communities. For more on the findings, download the full report here.

AnxietyIndex: In wake of disaster, Japanese re-evaluate who to trust

As part of our ongoing AnxietyIndex surveys, JWT fielded a study on the levels and drivers of consumer anxiety in Japan in the aftermath of the March 11 earthquake and tsunami. As one might expect, nearly all respondents (91 percent) reported feeling anxious—the disaster only intensified already pervasive anxiety in Japan (in March 2009, 89 percent reported feeling anxious).

In response, people are re-evaluating who to trust, with high levels of approval for corporate responses to the disaster and traditional media. But only a third of respondents said they trust what the government is saying about radiation from the Fukushima nuclear plant, while 40 percent trust what the government is saying about the disaster generally. Not surprisingly, then, only a third are confident in the government’s ability to successfully steer Japan through the crisis.

Corporations seem to be filling the trust void, with eight in 10 Japanese saying they trust what big corporations have been doing to help during the disaster, and two-thirds saying the same of local businesses in their town. Brands can help fill the leadership vacuum with innovative, decisive actions that make a real difference. For brands that step up to this challenge, the rewards to equity can be significant, given the nation’s sentiments.

When asked what would help signal a return to normalcy, seven in 10 Japanese say it will be when TV channels start to show regular ads again. And almost six in 10 agree that “Right now, ads make me feel like everything will be OK.”

The survey polled 502 adults aged 18-plus. This report is the first in a series on Japan that seeks to analyze post-disaster shifts in perception, values and behavior in order to formulate insights relevant to brands in these uncertain times. For more on the findings, download the full report here.

震災後の日本人、指導者に不安

アン・マック、ジョーダン・プライス、マーク・トラス

3月11日に日本を襲った震災後の消費者の不安レベルとその原因を探るため、JWTは日本を含む世界80カ国以上で8年間継続的に実施している「消費者不安指数調査」の日本震災特別版を開始した。予想にたがわず、消費者のほぼ全員(調査対象となった人々の91%)が不安を感じている。日本にすでに蔓延していた不安がさらに高まった(2009年3月の調査では89%が「不安を感じている」と回答)。

福島原子力発電所の放射能漏れに関する政府の説明を信頼していると答えたのは回答者の3分の1に過ぎず、また災害全般について政府の言うことが信頼できるとの回答は4割程度だった。当然ながら政府の手腕で国全体が今回の危機をうまく切り抜けることができると確信していると答えた人は3分の1のみ。

こうした「信頼の空白」を企業が埋めている様子だ。日本人回答者の10人中8人が、災害の余波のなか大企業が実施してきた活動を信頼すると答え、3分の2が自分の町にある地元企業について同様の回答をしている。従来のメディアに対する評価も比較的高い。日本人は誰を信頼すべきか再考を迫られているようであり、そのような状況の中、ブランドは実質的な違いを生みだす革新的かつ決然とした行動をとることで、リーダーシップ不在の穴埋めに貢献することができる。国民感情を考えれば、この難題に進んで取り組むブランドにとって、エクイティが受ける恩恵は非常に重要。

また、世の中が平常に戻りつつある目安となるものは何かという質問に対し、日本人の10人中7人が通常のテレビ広告の放送が始まることと回答。10人中6人が「目下のところ、広告を見ると『万事安泰』という気持ちになる」と答えた。

本レポートは震災後の日本に関するシリーズの第一弾であり、18歳以上の男女502人を対象に、意識・価値観・行動の変化を分析し、この不確かな時世の中、ブランドにとって適切なインサイトを系統立てて示すことを目的としている。

フルレポートはこちらよりダウンロード可能。

Examining New York’s psyche in a post-Osama world

Two days after President Obama announced the killing of Osama bin Laden, we hit the streets to find out how the news had affected the psyche of New Yorkers. Our most recent AnxietyIndex study (November 2010) found that American anxiety levels around the threat of terrorism, potential military hostilities and current military hostilities were on the rise year over year, and Americans were pessimistic about the potential threat of terrorism within the next six months.

Do those living in the city where the worst terrorist attacks on U.S. soil were committed feel the world is a “safer” and “better place,” as Obama said? New Yorkers in our informal sample were split. (A nationwide New York Times/CBS News poll of 532 adults found that 70 percent of Americans believe a terrorist attack in the U.S. in the near future is somewhat or very likely—the highest percentage since 2004.) They also had opposing views on how America’s killing of bin Laden will affect the way other countries perceive the U.S. as a global leader and whether it has brought justice or closure to the 9/11 events.

See a sampling of our interviews below.

New reports available on AnxietyIndex

In our latest wave of AnxietyIndex studies, we sought to discover the levels, intensity and drivers of consumer anxiety across six markets. Using SONAR, JWT’s proprietary online research tool, we surveyed citizens from across the Middle East as well as the U.S., U.K. and Canada in late 2010.

To read the reports, please visit the Trends and Research section of our site.

Kit Kat tells Brits to revel in the simple pleasure of a break

Let’s face it, times have been tough in the U.K., with decreasing property values, pay freezes, an increase in VAT and general belt-tightening all round. We’re no longer trying to upgrade to a bigger house or flashier car but rather enjoying what we’ve got. Home makeover shows replace property searches and cookery shows instruct on creative cuisine with your leftovers. The focus is on simple pleasures—for example, in a JWT London survey that asked people what makes them happy, time with loved ones topped the list (“family” and “friends” ranked No. 1 and No. 2; “money” ranked 10th).

In a new Kit Kat campaign from JWT London, the brand celebrates simple pleasures, encouraging people to come together and “make the most of your break.” In one spot, a group of construction workers snack on Kit Kats as they create a giant swinging pendulum out of wrecking cranes, adding a wee bit of whimsy to their day.

This is a shift from the previous brand positioning for Kit Kat, calling for consumers to “have a break”, to stop, sit back and relax. And this renewed call for a bit of fun should go down well with British consumers post-recession.

Motorola turns the tables on Apple, positioning XOOM as the nonconformist’s choice

“People judge me by the type of technology I have”—a third of the U.S. and U.K. respondents to a survey we conducted late last year agreed with the statement. And in an age where technology signals status, Apple has the highest cool quotient among tech brands. In the tablet category, it has a stranglehold on the market, becoming almost synonymous with “tablet.” So if you’re competing against a dominant brand with high consumer satisfaction, where do you start?

In a Super Bowl spot for the XOOM Android powered tablet, Motorola makes the bet that some consumers are by now developing a concern about being just another of the masses and want to differentiate themselves. Interestingly, it’s Apple’s own strategy from the 1984 Macintosh launch during the Super Bowl, turned back on the brand.

Motorola offers consumers the reward of being an individual. (A somewhat ironic twist, since five years ago the masses were flocking to buy its RAZR phone.) It becomes a choice between hopping on the Apple train—joining a world of identical droids, all wearing the iconic white earbud headphones, who shuffle mindlessly through a monochrome urban universe—or breaking away. One young man retains his power to choose his own path and uses a XOOM to woo his love interest.

In the end, Motorola’s product will have to deliver. But in the battle to gain some attention and drag on the momentum of a juggernaut like the iPad, turning Apple’s massive success into a weakness appears to be the best chink in their armor to exploit.

AnxietyIndex: November poll finds high anxiety among Egyptians and little hope for the future

anxietyindex-egyptAs part of our ongoing AnxietyIndex surveys, JWT fielded a study on the levels and drivers of consumer anxiety in Egypt last November. And while it seems like the current events in Egypt erupted from out of nowhere, our data reveals there were signs. We found that Egypt was the third most anxious of the 13 countries we’ve surveyed over the past two years, one signal that seeds of discontent were bubbling up less than three months before the popular uprising.

Our survey of 580 adults also found Egyptians to be much more anxious than other consumers polled in the region: 77 percent reported feeling very or somewhat nervous or anxious, compared with 57 percent in the UAE and 51 percent in Saudi Arabia.

Much of that anxiety stemmed from concern about the state of Egypt’s economy and the cost of living. More than eight in 10 Egyptians agreed it was getting harder to maintain their standard of living; only 55 percent expressed satisfaction with their current living standard and current job. Eight in 10 also felt the economic situation was getting worse, resulting in higher levels of violence and crime. And when asked about sources of anxiety specific to Egypt, respondents cited political instability/the government among their key concerns, along with the quality of education and health care.

The findings suggest a general sense of hopelessness among Egyptians. Asked when they thought the economy would start to improve, nearly half the respondents said they had no idea. Eight in 10 surveyed agreed somewhat or strongly that “Life is becoming less enjoyable,” and close to two-thirds said they had become “more pessimistic about the future of Egypt.”

For more on the findings, download the full report here.