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20 November 2006
Singapore
As populations in the 21st century continue to age, the world’s Internet consumers are happy to turn back the hands of time, with 60 percent agreeing that your 40s are the new 30s, and over half who consider your 30s the new 20s, and 60s the new middle age, according to a survey by ACNielsen, the world’s leading market research company.
In the largest Internet survey of its kind conducted in 41 markets globally, ACNielsen asked consumers about their attitudes towards age and cosmetic surgery as they get older.
In general, over half of those surveyed embrace the idea of ‘turning back the clock’. Particularly, 57 percent of women agreed that your 30s are the new 20s, compared to 51 percent of men; 64 percent of women thought 40s the new 30s, compared to 58 percent of men; and 60 percent of women thought 60s the new middle age, versus 52 percent of men.
“Interestingly, across age groups, opinions were stronger based on respondents’ current or most recent experience of the age group in question. So people in their 20s and 30s were most in agreement that 30s are the new 20s – 59 percent of 25 – 34 year olds and 56 percent of 35 – 44 year olds agreed that your 30s are the new 20s,” observed David McCallum, Managing Director, ACNielsen Customised Research Global. Similarly, 70 percent of 35 – 44 year olds agreed that 40s were the new 30s and 70 percent of those 45+ agreed that your 60s are the new middle age!
The rush to ‘turn back the clock’ is most keenly felt by consumers across Europe and Asia Pacific. Of the top 10 markets that agreed your 40s were the new 30s, five hailed from Europe and four were from Asia Pacific, and of the top 10 agreeing your 30s were the new 20s, six were from Asia Pacific, and three from Europe. Similarly, of the top 10 agreeing your 60s were the new middle age, five were from Europe and four from Asia Pacific. The only other markets making it into these Top 10 rankings were South Africa and the US.
Japan and Korea lead the region with most people agreeing to these statements. People in Indonesia appear to be least receptive to any of these ideas in the meantime.
It’s worth-noting that China and Hong Kong are among the two markets in the region with significantly more men than women embracing the idea of ‘turning back the clock’– 45 percent of men in China believe their 30s are the new 20s compared with only 38 percent of women; similarly, 42 percent of men compared to 31 percent of women considered 60s the new middle age idea.
“We are living longer than previous generations, significantly increasing the number of years we are old, relative to the years we are young. Or it may just be that we are - at least in our minds - staying young for longer,” said McCallum. “It could be argued that we are taking longer to ‘grow up’, staying on longer in further education, and often remaining in the parental home into our mid twenties,”
And while people these days are happy to turn back the clock in terms of their attitude to their age, are they as likely to ‘enhance their appearance’ to look younger? Despite a majority of respondents who would not consider cosmetic surgery when they’re older, one in five were open to the idea. Globally it tends to be teenagers or 20 somethings who are most receptive to cosmetic surgery.
Among the top 10 markets most likely to consider cosmetic surgery, Russia ranked number one, with just under half saying they would, followed by Greeks and people in the Baltics. Korea (28%) was the only non-European market making the top 10 list.
At the other end of the scale, 94 percent of people in Hong Kong would not consider surgery, followed by Indonesians (92%), Malaysians and Japanese (91%).
“Living in the first decade of the 21st century, the goalposts have moved. Our perspective on what constitutes a ‘young adult’, ‘old’ or ‘middle-aged’ and the lifestyle and behavior appropriate to each of these phases in our lives has changed accordingly. Stereotypes are being broken, requiring marketers to find new ways to communicate, and connect with, their target consumers.”
The ACNielsen Online Consumer Confidence and Opinion Survey is the largest half-yearly survey of its kind aiming at gauging current confidence levels, spending habits/intentions and current major concerns of consumers across the globe. The ACNielsen Consumer Confidence Index is developed based on consumer’s confidence in the job market, status of their personal finance and their readiness to spend. The latest survey, conducted in late May/early June, polled about 22,780 internet users in 41 markets from Europe, Asia Pacific, North America to the Baltics.
Click here to download the full report.
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 markets, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
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