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30 Jun, 2015

GfK Global Study Tracks Satisfaction Levels with Leisure Time in 22 Countries

NEW YORK–(BUSINESS WIRE)–June 29, 2015 – Coinciding with the beginning of summer and the vacation season, the latest GfK study examined satisfaction levels with amounts of leisure time around the world – and United States consumers ranked as happiest with their time off.

In US, 7 in 10 are satisfied

The study shows that 69% of US consumers consider themselves at least “fairly satisfied” with their leisure time, beating the global average by 11 percentage points. These results place the US on the top of the satisfaction scale, with Canada trailing at 67%, and Sweden in third at 57%.

GfK also found that 25% in the US say they are “completely satisfied” with their amount of time off – nine points above the global average.

The countries where people are least likely to be happy with their leisure time are led by Russia, where nearly a third (31%) are “not at all satisfied” or “not too satisfied.” Russia is closely followed by Japan (30%) and Brazil (28%).

The study, conducted in June 2014, consisted of face-to-face and online surveys across 27,000 respondents, ages 15 and older, in 22 countries.

Click here to see the infographic

Little difference between genders

The study also found little difference between the sexes in satisfaction levels with leisure time in the US. Looking at the extremes, 25% of women and 24% of men are “completely satisfied” with their quantity of time off, while only 2% of men and 4% women say they are “not at all satisfied.” The “fairly satisfied” group contains the widest gap (4% difference), with men at 46% and women at 42%.

With retirement comes satisfaction with leisure time

Unsurprisingly, Americans ages 60 and up are most likely to be satisfied with their time off. Almost half (44%) regard themselves as “completely” satisfied, and another 42% “fairly satisfied.” However, the other age groups are not far behind, with levels of “fair satisfaction” ranging from 40% to 48%. The most drastic differences only appear when comparing “completely” satisfied levels across all ages, with the widest satisfaction gap being between the 60+ (44%) and 15 to 19 (15%) groups.

Across all 22 countries surveyed, 16% of people aged 15 and over say they are “completely” satisfied with the amount of leisure time they have, while 42% are “fairly” satisfied. Only 18% are not satisfied to any degree, including 4% who are “not at all” satisfied. The remaining quarter (24%) consider themselves neutral.

These findings are valuable for businesses offering products or services that focus on people’s relaxation time. For example, people who are least satisfied with their amount of leisure time are likely to respond to offers focused around making the most of this time.

Click here to see the infographic

About the study

GfK conducted an online survey (face-to-face in Ukraine) with over 27,000 people aged 15 or older in 22 countries. Fieldwork was carried out in summer 2014. In the countries surveyed online, the data have been weighted to reflect the demographic composition of the online population age 15+ in each market. In the country surveyed face-to-face, the study is representative of the top-tier urban population aged 15+ excluding the lowest SES levels. The countries included in this press release are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Hong Kong, Italy, Japan, Mexico, Poland, Russia, South Korea, Spain, Sweden, Taiwan, Turkey, UK, Ukraine and USA.

For more information, please visit www.gfk.com/us