69% Indians claimed to be happy in November
Mumbai: Ipsos IndiaBusHappiness Monitor for November shows happy tidings with at least 3 percentage points surge in happiness levels of urban Indians, compared to the previous month, and with 69% of Indians claiming to be happy (from 66% in October).
Except for citizens aged 45+ and students, who have shown a decline in happiness levels by 2% and 3% respectively, rest all cohorts and demographics have turned happier in November. The self employed have shown a 8% increase in happiness, from 59% in Oct to 67% in November, as business would have boomed for them in the festival season. Those aged 31-45 years showed a 7% jump in happiness, from 63% to 70%. The south zone has seen a 8% jump in happiness levels, from 49% to 57%.
The happiest citizens in November included citizens from the west zone (86%), tier 1 cities (82%), tier 2 cities (78%), the north zone (77%), SEC A (75%), the metros (72%), 18-30 years (71%), full time parents/ homemakers (70%), et al. Interestingly, happiness levels of those with high education (70%) was almost similar to those with low education (69%). The east zone was the lowest on happiness levels at 47%.
Mapping Happiness
| S.No. | Target Group | November | October | Difference |
| 1 | Males | 69% | 66% | +3% |
| 2 | Females | 69% | 66% | +3% |
| 3 | Aged 18-30 years | 71% | 69% | +2% |
| 4 | Aged 31-45 years | 70% | 63% | +7% |
| 5 | Aged 45+ | 66% | 68% | -2% |
| 6 | SEC A | 75% | 72% | +3% |
| 7 | SEC B | 69% | 67% | +2% |
| 8 | SEC C | 66% | 62% | +4% |
| 9 | Employed | 70% | 67% | +3% |
| 10 | Self Employed | 67% | 59% | +8% |
| 11 | Full time parents/ homemakers | 70% | 66% | +4% |
| 12 | Students/ pupils | 68% | 71% | -3% |
| 13 | Low education | 69% | 65% | +4% |
| 14 | High Education | 70% | 68% | +2% |
| 15 | Metros | 72% | 71% | +1% |
| 16 | Tier 1 cities | 82% | 80% | +2% |
| 17 | Tier 2 cities | 78% | 77% | +1% |
| 18 | Tier 3 cities | 54% | 49% | +5% |
| 19 | East zone | 47% | 45% | +2% |
| 20 | West zone | 86% | 81% | +5% |
| 21 | North zone | 77% | 77% | – |
| 22 | South zone | 57% | 49% | +8% |
| 23 | Non metros | 68% | 65% | +3% |
The survey also mapped happiness across different areas and interestingly, citizens claimed to be more happy around areas which impact them at a personal level, like family (72%), health (67%) friends’ circle (63%), employment or work (63%) and colleagues/ business associates (60%). Happiness levels also improved around neighbours (55%), economic conditions (54%), situation of the country (52%) and stayed constant around situation of the world (46%).
Summarizing on the findings of the survey, Parijat Chakraborty, Group Service Line Leader, Public Affairs, Corporate Reputation, CSR and ESG said, “Festival time was about bonding with family, friends, colleagues, increasing the feel good factor.Festival cheer transcended big towns and small towns alike and across demographics. The East zone with turmoil and impact in neighbouring Bangladesh and in Manipur showed a decline in happiness levels. The west zone and tier 1 towns remain the happiest, being centres of infra growth and booming economies.”
The Ipsos IndiaBus Happiness Monitor 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.
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