Socializing face to face was the most valuable activity according to 69% of global respondents. Reading for pleasure was the second most valuable activity at 67%. Entertaining at home or cooking, not for everyday meals, was the third most valuable activity at 56%. Valuable activities varied in importance between countries, age groups, education levels, and income levels.

1. Valued
entertainment
The most valuable activities
Proportion who score each activity 7-10
0: not at all valuable 10: extremely valuable
SOCIALISING face to face ..................................................................................
69%
Global average
Male
Female
65%
72%
Total
Total
Italy
75%
16-24
25-34
35-44
45-54
71%
65%
62%
59%
73%
Spain
16-24
71%
78%
72%
69%
72%
35-44
Total
64%
USA
16-24
25-34
35-44
45-54
74%
77%
78%
73%
81%
75%
70%
Among smartphone
owners
Smartphone
owners
Among smartphone
owners
Among smartphone
owners
READING for pleasure ........................................................................................
67%
Global average
Male
Female
60%
74%
Germany
16-24
25-34
35-44
45-54
Total
70% 69%
73%
82%
82%
71%
Total
Brazil
78%
16-24
25-34
35-44
45-54
70%
73%
82%
82%
Total
Denmark
47%
16-24
25-34
35-44
45-54
45%
48%
50%
47%
74%
83%
52%
Among those with
tertiary education
Tertiary
Education
Among those with
tertiary education
Among those with
tertiary education
Entertaining at home/cooking (not everyday cooking) ....................................
Total
56%
Global average
Male
Female
Source: nVision Research | Base: 1,000-5,000
online respondents per country aged 16-64
(Mexico 16-54, Indonesia 16-44), 2013
52%
60%
Total
66%
16-24
25-34
35-44
45-54
France
65%
67%
65%
69%
Italy
16-24
25-34
35-44
45-54
59%
48%
58%
63%
61%
Total
Germany
16-24
25-34
35-44
45-54
48%
42%
51%
50%
44%
60%
72%
66%
52%
$40,000+ HH
income
Among those
$40,000+ HH income
Among those
$40,000+ HH income
Among those
$40,000+ HH income