In this international youth study by InSites Consulting you'll find out everything you need to know about what Happiness means for Generation Y. The report shares detailed results for US, UK, the Netherlands, Sweden, Spain, Russia, Romania, Poland, Italy, India, Germany, France, Denmark, China, Brazil and Belgium.
2. // COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY
STUDY in 16 COUNTRIES WORLDWIDE
4.056 consumers (15 – 25 y.o.), representative total country population.
Data collected on proprietary research panels from InSites Consulting.
To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
3. IN THIS INTERNATIONAL STUDY WE’VE
FOCUSSED ON HAPPINESS
In this report you’ll find out everything you
need to know about what Happiness means
for Generation Y.
In the coming months we’ll focus on other Gen
Y related topics separately. So follow us on
Twitter, read the updates on our website and
watch our SlideShare for new presentations.
Saw some cool stuff you want to discuss?
Contact us! Joeri.vandenbergh@insites.eu
But above all, start listening to Generation Y!
4. THIS REPORT SHARES THE DETAILED RESULTS
FOR
- United States - Italy
- United Kingdom - India
- The Netherlands - Germany
- Sweden - France
- Spain - Denmark
- Russia - China
- Romania - Brazil
- Poland - Belgium
6. Gen Y, a.k.a. the millennial generation, boys and
girls between 15-30, is increasingly entering the
job market. Since they are globally a bigger
cohort than their predecessors (Gen X), their
influence on society, politics and business the
next decades will be higher and comparable to
the influential Babyboomer generation.
But this new active generation feels that they are
not taken serious at this point. Not only by
politicians and the government but also by
corporations and brands.
7. // Hot takeaways
The majority of Yers in the world are feeling happy.
Around the globe at least more than half of Millennials
are expressing they feel happy. Especially Dutch (65%),
Swedish (66%), Brazilian (69%), Chinese (66%) and
Indian (68%) Millennials are the most happy youth
groups. A relatively larger amount of UK youth (almost 1
out of 5) is feeling unhappy. Together with Italian and
French Gen Y’ers, they are the most unhappy nations.
To most Gen Y’ers around the world holidays, having sex
and being challenged and achieving something are the
top 3 sources of happiness. Connecting with friends &
family and listening to music are also frequently
mentioned. Graduating, getting a driver’s license,
meeting the love of your life are all remarkable moments
in youth’s life leading to happiness. Divorcing parents,
diseases and broken relationships make them sad.
For many Millennials cool brands know how to tap into
the emotion of happiness. Especially Coca-Cola and
technology brands like Apple, Microsoft, Samsung and
Nintendo are connecting with this generation’s emotional
mindset.
9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 251 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Questionnaire Gender
Male 50%
Female 50%
• Survey of 20 minutes 15-18 38%
Age 19-21 27%
22-25 35%
I’m still studying 54%
No job, not looking for one 4%
No job, looking for on 13%
Professional Job, < 1 year working experience 9%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 5%
Job, 3 years working experience 2%
Job, > 3 years working experience 8%
Single, no kids 80%
Single, kids 3%
Private situation
Partner, no kids 11%
Partner, kids 6%
10. // HAPPY PEOPLE
Q: I consider myself to be a happy person.
100%
75%
50%
25%
57 % of the American Y’rs
considers themselves to
be a happy person.
USA Average cross studied countries
N = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement
11. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
your happiness throughout a week. Q: And how happy are you in each of these months?
The extent to which American Yers feel happy clearly differs from time to time. As a brand you
want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably
on a Midsummer Saturday.
Day Week Year
100
90
80
70
60
50
40
30
20
Monday
Wednesday
Tuesday
Thursday
November
Friday
April
October
August
June
Sunday
January
September
Saturday
March
December
February
July
12:00 – 14:00
18:00 – 20:00
24:00 – 02:00
May
06:00 – 08:00
08:00 – 10:00
10:00 – 12:00
14:00 – 16:00
16:00 – 18:00
20:00 – 22:00
22:00 – 24:00
02:00 – 04:00
04:00 – 06:00
USA AVERAGE
N = 251 / F = No
12. // MAXIMIZE THEIR HAPPINESS
Q: How happy are you in each of these situations and places?
happiness is maximized listening to good music and when being challenged and
Gen Yers’
succeed in something. Millennials can be theirselves when being surrounded by their family and friends, and this
reflects in a happy feeling as well. Their happiness is least maximised when being at work, at the hairdresser or at a wellness centre
-0 10 20 30 40 50 60 70 80 90 100
When I’m enjoying good music 74
When I’m challenged and
succeed in achieving something 73
When I’m with friends/family 71
When I’ve learned to master a new skill 71
When I’m having sex 70
When I’m on holiday 70
When I’m in bed 70
When I’m enjoying good food/drink 69
When I’m at the beach / sea-side 67
When I’m home 62
When I’m in a natural
environment (e.g. a forest) 61
When I’m looking at
beautiful buildings, pieces of art, etc. 60
When I’m shopping 59
When I’m in the mountains 55
When I’m sporting 51
When I’m at work 44
When I’m at the hairdresser 43
When I’m in a wellness centre 42
70%
N = 251 / F = No USA Average cross studied countries
0%
13. // I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
N = 181 / F = If 1st moment
1 out of 4 American Yers has never 80%
experienced an unforgettable 60%
moment in their life! 50% of the 40%
Millennials has already experienced 2 days
they’ll never forget. In case Yers have 20%
experienced 3 unforgettable moments, 0%
chances become high that they mention at 55% 11% 11% 6% 14% 4%
least 1 moment of sadness or disgust.
N = 125 / F = If 2nd moment
80%
60%
40%
22%
20%
12% 0%
40% 18% 18% 8% 14% 2%
28%
N = 96 / F = If 3rd moment
80%
38%
60%
40%
20%
No moments 1 moment 0%
2 moments 3 moments 32% 17% 9% 9% 23% 9%
N = 251 / F = No
United States AVERAGE
14. // I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
Extreme experience (e.g. When I was
Skydiving, mount climbing) dumped by my
Graduated partner
Meeting the love
of my life
Becoming a Surprise
sport champion Dead of a person
N = 58
close to me
Happiness
Anger
My first kiss N = 180 N = 29
Getting married
Got my driving
license
Got in a fight
Fear
Disgust
New school
N = 50 N = 19
Watching 9/11
Sadness
on television
Almost lost my N = 66
job
Encountered
Was diagnosed Discovered my
aggression Parents got with a serious partner cheated
divorced illness on me
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
15. // BRAND EMOTIONALITY
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are
evoked when thinking of brands. Brands like M&M’s and iPhone which score high on other
CRUSH values as well, can surprise youngsters and make them happy.
Zara
HP
80% Diesel
Coca-Cola S. Ericsson
M&M’s
Red Bull Coca-Cola Dell Apple
Axe / Lynx 80% Microsoft
Dove 60% Axe / Lynx
Nokia Sony
S. Ericsson 60% Nintendo Doritos Red Bull
40%
Zara Doritos A&F C. Allstars
40%
A&F Apple Sony 20% iPhone
Diesel 20% H&M
Pepsi 0% Mars
McDonald’s 0% Dove
Levi’s Adidas
T. Hilfiger Levi’s
McDonald’s T. Hilfiger
Mars Nivea
Nintendo H&M
iPhone Puma Nokia Puma
Gilette HP Microsoft L’Oreal
C. Allstars Dell Samsung Nike
M&M’s Gilette
Pepsi Adidas Nivea
L’Oreal Samsung
Nike
USA AVERAGE
N = 251 / F = No
16. // Hot takeaways
57% of American Yers consider themselves to be a
happy person. The extent to which American Yers feel
happy clearly differs from time to time. As a brand you
want to be in touch with the Millennials in the evening
between 20:00 and 22:00, preferably on a Midsummer
Saturday. Their happiness is maximized when enjoying
good music, when being challenged and having
achieved something or when on a holiday.
Spontaneously, these American Yers refer to meeting the
love of their life (with all the ins and outs) and graduating
as one of the happiest moments of their lives!
18. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 249 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Male 51%
Gender
Questionnaire Female 49%
• Survey of 20 minutes Age
15-18
19-21
37%
27%
22-25 36%
I’m still studying 53%
No job, not looking for one 3%
No job, looking for on 10%
Professional Job, < 1 year working experience 11%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 4%
Job, 3 years working experience 3%
Job, > 3 years working experience 9%
Single, no kids 76%
Single, kids 4%
Private situation
Partner, no kids 15%
Partner, kids 5%
19. // HAPPY PEOPLE
Q: I consider myself to be a happy person.
100%
75%
55
50%
25%
% of the UK Y’rs
considers themselves to
be a happy person
but...
18% is feeling unhappy
UK Average cross studied countries
N = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement
20. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
your happiness throughout a week. Q: And how happy are you in each of these months?
The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with
2,0
the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
1,5
Day Week Year
100
1,0
90
80
0,5
70
60
0,0
50
40
-0,5
30
-1,0
20
May
Saturday
June
Thursday
April
Monday
Friday
Sunday
January
Wednesday
March
July
August
September
October
06:00 – 08:00
08:00 – 10:00
10:00 – 12:00
12:00 – 14:00
14:00 – 16:00
16:00 – 18:00
18:00 – 20:00
20:00 – 22:00
22:00 – 24:00
24:00 – 02:00
02:00 – 04:00
04:00 – 06:00
Tuesday
February
November
December
-1,5
-2,0
UK
Average cross studied countries
N = 249 / F = No
21. // MAXIMIZE THEIR HAPPINESS
Q: How happy are you in each of these situations and places?
Gen Yers’ happiness is maximized when when having sex and when on a holiday.
Millennials are also happy when challenged or enjoying good music.
A visit to the hairdresser and looking at art is not maximizing the happiness of UK Yers at all.
- 10 20 30 40 50 60 70 80 90 100
0
When I’m having sex 75
When I’m on holiday 75
When I’m challenged and
succeed in achieving something 75
When I’m enjoying good music 74
When I’m with friends/family 71
When I’ve learned to master a new skill 71
When I’m enjoying good food/drink 69
When I’m at the beach / sea-side 69
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
When I’m in bed 67
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
When I’m home 66
When I’m in a natural
environment (e.g. a forest) 64
When I’m sporting 62
When I’m in the mountains 60
When I’m shopping 59
When I’m in a wellness centre 55
When I’m at work 53
When I’m looking at
beautiful buildings, pieces of art, etc. 50
UK Average cross studied countries
When I’m at the hairdresser 49
N = 249 / F = No
22. // I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
1 out of 3 UK Yers has never 80%
N = 168 / F = If 1st moment
experienced an unforgettable
60%
moment in their life! 26% of the
40%
Millennials has already experienced 2 days
they’ll never forget. 20%
I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%
unforgettable moments, chances become 59% 15% 8% 4% 14% 1%
high that they mention at least 1 moment of
happiness or sadness. N = 109 / F = If 2nd moment
80%
60%
40%
24% 20%
0%
10%
43% 16% 13% 6% 18% 4%
33%
N = 85/ F = If 3rd moment
80%
34% 60%
40%
20%
0%
No moments 1 moment
2 moments 3 moments 40% 12% 12% 19% 11% 6%
N = 249 / F = No
23. // I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
When I was
Graduated dumped by my
partner
Meeting the love
of my life
Becoming a
sport champion Surprise
Dead of a person
N =57
close to me
Enjoying a
holiday abroad
Happiness
Anger
N = 181 N = 20
My first kiss
Getting married
Got my driving
license
Being robed Fear
Disgust
N = 38 N = 12
New school Found out my mom
Sadness
was sleeping with an
N = 54 other man
Encountered
aggression
Was diagnosed Being dumped
Parents got with a serious by my boy/girl
divorced illness friend
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
24. // BRAND EMOTIONALITY
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when
2,0
thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
1,5
1,0
0,5
Pepsi Pepsi
Gilette McDonald’s Gilette McDonald’s
Nivea 80% A&F Nivea 80% A&F
Microsoft Red Bull Microsoft Red Bull
0,0
Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger
Levi’s Nike Levi’s Nike
40% 40%
Sony Dell Sony Dell
-0,5
20% Zara 20% Puma
Zara Puma
M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson
-1,0
Axe / Lynx Adidas Axe / Lynx Adidas
C. Allstars Mars C. Allstars Mars
Nokia Apple Nokia Apple
-1,5
Samsung Doritos Samsung Doritos
L’Oreal Dove L’Oreal Dove
H&M Diesel H&M Diesel
Coca-Cola iPhone Coca-Cola iPhone
HP HP
-2,0
UK
Average cross studied countries
N = 249 / F = No
25. // Hot takeaways
Half of the UK Yers consider themselves to be a happy
person. The extent to which UK Yers feel happy clearly
differs from time to time. As a brand you want to be in
touch with the Millennials in the evening between 20:00
and 22:00, preferably on a Midsummer Saturday. Their
happiness is maximized when being on a holiday and
when having sex, or in success when being challenged.
Spontaneously, these UK Yers refer to their first kiss &
getting their drivers license.
27. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 254 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Male 51%
Gender
Female 49%
Questionnaire 15-18 37%
• Survey of 20 minutes Age 19-21 27%
22-25 37%
I’m still studying 70%
No job, not looking for one 2%
No job, looking for on 4%
Professional Job, < 1 year working experience 6%
Situation Job, 1 year working experience 5%
Job, 2 years working experience 2%
Job, 3 years working experience 4%
Job, > 3 years working experience 8%
Single, no kids 66%
Single, kids 3%
Private situation
Partner, no kids 28%
Partner, kids 3%
28. // HAPPY PEOPLE
Q: I consider myself to be a happy person.
100%
75%
50%
25%
65 % of the Dutch Y’rs
considers themselves to
be a happy person.
The Netherlands Average cross studied countries
N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
29. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
your happiness throughout a week. Q: And how happy are you in each of these months?
The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch
with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
2,0
Day Week Year
1,5
100
90
1,0
80
70
0,5
60
0,0
50
40
-0,5
30
20
May
Saturday
June
Thursday
April
Monday
Friday
Sunday
January
Wednesday
March
July
August
September
October
06:00 – 08:00
08:00 – 10:00
10:00 – 12:00
12:00 – 14:00
14:00 – 16:00
16:00 – 18:00
18:00 – 20:00
20:00 – 22:00
22:00 – 24:00
24:00 – 02:00
02:00 – 04:00
04:00 – 06:00
Tuesday
February
November
December
-1,0
-1,5
-2,0
NETHERLANDS
Average cross studied countries
N = 254 / F = No
30. // MAXIMIZE THEIR HAPPINESS
Q: How happy are you in each of these situations and places?
Gen Yers’ happiness is maximized when having sex and when on a holiday.
Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well.
Working is pernicious for the Gen Yer’s happiness...not a surprise if you know that ‘sloth’ is their biggest sin!
- 10 20 30 40 50 60 70 80 90 100
0
When I’m having sex 75
When I’m on holiday 75
When I’m challenged and
succeed in achieving something 75
When I’m enjoying good music 74
When I’m with friends/family 71
When I’ve learned to master a new skill 71
When I’m enjoying good food/drink 69
When I’m at the beach / sea-side 69
When I’m in bed 67
28%
27%
23%
22%
19%
18%
17%
15%
66
9%
9%
8%
8%
7%
When I’m home
When I’m in a natural
64
Shopping
Cooking
Chatting / telephoning
Surfing on the internet
Gaming (computer / console)
Going out (bar, disco...)
Making music (DJ, instrument...)
Watching television
Visit family
Sporting / Exercising
Having sex
Checking my social networks
Reading (books, newspapers...)
environment (e.g. a forest)
When I’m sporting 62
When I’m in the mountains 60
When I’m shopping 59
When I’m in a wellness centre 55
When I’m at work 53
When I’m looking at
beautiful buildings, pieces of art, etc. 50
When I’m at the hairdresser 49
NETHERLANDS Average cross studied countries
N = 254 / F = No
31. // I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
1 out of 3 Dutch Yers has never 80%
N = 163 / F = If 1st moment
experienced an unforgettable 60%
moment in their life! 26% of the 40%
Millennials has already experienced 2 20%
days they’ll never forget.
0%
In case Yers have experienced 3
48% 6% 10% 3% 31% 3%
unforgettable moments , chances
become high that they mention at least 1 N = 101 / F = If 2nd moment
80%
moment of sadness or disgust.
60%
40%
20%
24%
0%
40% 12% 8% 12% 24% 4%
36%
14% N = 66 / F = If 3rd moment
80%
60%
26%
40%
20%
0%
No moments 1 moment 40% 12% 12% 19% 11% 6%
2 moments 3 moments
N = 254 / F = No
32. // I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?
First kiss Been fired When I was
dumped by my
Graduated partner
Meeting the love
of my life
Surprise
Becoming a Dead of a person
N =30
mother close to me
Happiness
Anger
Enjoying a N = 144 N = 30
holiday abroad
Getting married
Got my driving
license
When I got in a fight
Fear
Disgust
N = 32 N = 13
Future
Sadness
N = 81
Moved
Encountered
aggression
Was diagnosed Being dumped
Parents got with a serious by my boy/girl
divorced illness friend
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
33. // BRAND EMOTIONALITY
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when
thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
2,0
youngsters and make them happy.
1,5
1,0
Pepsi Pepsi
0,5
Gilette McDonald’s Gilette McDonald’s
Nivea 80% A&F Nivea 80% A&F
Microsoft Red Bull Microsoft Red Bull
Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger
0,0
Levi’s Nike Levi’s Nike
40% 40%
Sony Dell Sony Dell
Zara 20% Puma Zara 20% Puma
-0,5
M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson
Axe / Lynx Adidas Axe / Lynx Adidas
-1,0
C. Allstars Mars C. Allstars Mars
Nokia Apple Nokia Apple
Samsung Doritos Samsung Doritos
-1,5
L’Oreal Dove L’Oreal Dove
H&M Diesel H&M Diesel
Coca-Cola iPhone Coca-Cola iPhone
HP HP
-2,0
NETHERLANDS
Average cross studied countries
N = 254 / F = No
34. // Hot takeaways
2 out of 3 of the Dutch Yers consider themselves to be a
happy person. The extent to which Dutch Yers feel happy
clearly differs from time to time. As a brand you want to
be in touch with the Millennials in the evening between
20:00 and 22:00, preferably on a Midsummer Saturday.
Their happiness is maximized when being on a holiday
and when having sex, or when being challenged and
having achieved something. Spontaneously, these Dutch
Gen Yers refer to meeting the love of their life (with all the
ins and outs) and graduating.
36. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 257 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age Male 51%
Gender
Female 49%
15-18 38%
Questionnaire Age 19-21 26%
• Survey of 20 minutes 22-25 36%
I’m still studying 57%
No job, not looking for one 4%
No job, looking for on 12%
Professional Job, < 1 year working experience 8%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 1%
Job, 3 years working experience 4%
Job, > 3 years working experience 9%
Single, no kids 66%
Single, kids 2%
Private situation
Partner, no kids 27%
Partner, kids 6%
37. // HAPPY PEOPLE
Q: I consider myself to be a happy person.
100%
75%
50%
25%
66 % of the Swedish Y’rs
considers themselves to
be a happy person.
Sweden Average cross studied countries
N = 257 / F = No / / % represent the amount of people that (completely) agrees with this statement