| Most of World Wants More Money, Not More Time, Roper Study of 30 Countries Shows | ||
| 13/6/00 | ||
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A new global study by Roper Starch Worldwide shows that most of the world, if given a choice between having more time or money, would choose more money. The survey, based on 30,000 face-to-face interviews with 1,000 consumers aged between 13 and 65 in 30 countries worldwide, is projectable to 1.39 billion people. Eastern Europeans, by a margin of 59% to 26%, lead the world in wanting more money than time, followed in second place by North America (57% vs. 37%) and Western Europe (57% vs. 27%), with Latin America in third place (55% vs. 43%). "I don't think it's a question of saying one thing but really wishing for another, " observes Tom Miller, group senior vice president of Roper Starch Worldwide and director of the global consumer study. "More money often gives us more choices and may ultimately buy us more time or more freedom in how we use our time. At the same time, whether you're rich or poor has surprisingly little bearing on whether you want more money or more time in life." In fact, Developing Asia - which includes relatively poor countries such as India, the Philippines, and Vietnam - is the only region where people want more time than money (52% vs. 43%). Countries where money dominates begin with Russia (71% vs. 13% for time). France (63% vs. 22%) and Poland (63% vs. 24%) tie for second. Argentina (62% vs. 34%) ranks third, followed in fourth place by Canada (61% vs. 32%). Tied for fifth are the United Kingdom and Taiwan (both 62% vs. 29%). Desire for more time than money is most evident in India (66% vs. 31% for money) and the Philippines (66% vs. 27%). Vietnam (59% vs. 37%) is number two, just ahead of Venezuela (58% vs. 39%). Thailand (53% vs. 27%) stands fourth, followed by Turkey (52% vs. 42%) in fifth place. Roper Reports Worldwide: Global Consumers 2000 is a 30-country marketing intelligence service. Markets covered by the study include:
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