87% in tier1 happy; 84% in north & west zone; only 55% in south zone happy
New Delhi/ Mumbai, April 30, 2024: The April wave of the Ipsos IndiaBus Happiness shows happy tidings: at least 3 in 4 urban Indians (76%) say they are happy. Interestingly, across cities, and demographics and cohorts, majority of the citizens polled claimed to be happy, with the sole exception of south zone, where only 55% said they are happy.
Who are the happiest bunch?
The survey shows citizens of tier 1 (87%), of west zone and north zone (84% for both), tier 2 (79%), SEC B (79%), SEC A (78%), full time homemakers (79%) and 18-30 years (78%) were the happiest. Further, women were seen to be happier (77%) than men (75%). Happiness score for those with low education and high education was tied at 76%.
The survey further delved deeper into the different areas of citizens to gauge their happiness levels. Notably, happiness was seen more around personal relationships, wellbeing, livelihood and social ecosystem. In April, citizens polled said they are happiest about family (78%), health (74%), friends’ circle (71%), employment or work (69%), colleagues/ business partners (65%), situation of the country (62%), economic/ financial conditions (61%), neighbours (60%) and situation of the world (58%).
Elucidating on the findings of the survey, Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation, ESG and CSR said,
“Through our monthly Ipsos IndiaBus Happiness Survey we map happiness across the length and breadth of the country and what is feed good, across cities, age groups, specialized groups, over 70% citizens are claiming to be happy. Except south zone citizens, and their low scores were largely around situation with the world (31%) and situation with the country (32%). They were also not so happy with their economic and financial conditions (41%) and friends’ circle (47%). Additionally, the survey also showed how happiness was not just a state of mind and depended on several factors. Like family, health, friends, work, financial conditions, stability in the country and the world, neighbours. It is an interplay of several factors. The most interesting factoid was that tier 1 citizens emerged the happiest at a mind boggling 87%. Tier 1 cities are booming with jobs and the lower cost of living advantage, as they are going through a metamorphosis of development and turning economic hubs. Unlike the metros that are bursting at the seams with population overload, strain on resources, infrastructure and a high cost of living.”
Jan 2024-April 2024 happiness trend
From Jan 2024 to April 2024, the overall happiness scores have been rising from Jan to Feb and March and stabilizing in April 2024. Compared to early 2023 (the first quarter) versus 2024 (first quarter), citizens are happier. In fact, across parameters 2024 first quarter shows improved scores over 2023 first quarter (Jan-April 2023).
“There is definitely an upturn in happiness in 2024 vis-à-vis 2023. And it is quite stark around financial and economic conditions – 46% in 2023 to 61% in 2024. Happiness has surged across parameters, and happy citizens are good for the progress of the country,”
added Chakraborty.
Methodology
Ipsos IndiaBus is a monthly, pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, tier 1, tier 2 and tier 3 towns, providing a more robust and representative view of urban Indians. The respondents were polled face to face and online. There is city-level quota for each demographic segment that ensures the waves are identical with no additional sampling error. The data is weighted by demographics and city-class population to arrive at national average. Data collection is done every month and the results are calculated on two-months’ rolling sample.
