Snapshot Of Consumer Cultures Worldwide.

RoperASW announced results of its “2002 Worldwide Time Study” comparing priorities around the globe. The study, conducted in 30 countries, revealed some surprising results with regard to how individuals spend time with family, at work, and at play.

The study asked individuals how much time they spend and how often they partake in some common activities, offering a glimpse into the culture of each country. For example:

More than half (54%) of parents worldwide with children under age 20 say they “have fun with their children” almost every day, but:

The U.S. and U.K. came in slightly above average at 58% and 60%, respectively.

India tops the list at 87%.

Venezuela is at the bottom of the list at 21%.

The average workday reported by full-time employees is 8.6 hours. This varies across the globe, but full-time workers worldwide put in an average of at least eight hours a day:

In the U.S. and U.K., the average employee spends 8.3 and 8.4 hours per day at work, respectively.

Argentina and Turkey top the list at 9.8 hours.

Employees in five other countries spend over nine hours each day at work (Korea, Brazil, Japan, Egypt, and Hong Kong).

Even in the countries at the bottom of the list (Saudi Arabia, Italy, Philippines), full-time workers put in an average of at least eight hours a day.

Students under age 25 around the world study an average of seven hours on a typical weekday, but:

The U.S. and U.K. fall short of that average at 6.7 and 6.1 hours, respectively.

The Eastern Asian countries of China, Taiwan, Korea and Hong Kong are the most studious, with students putting in 7.8 hours or more per weekday.

The average at the bottom of the list is 5.6 hours and include Japan, Brazil, Turkey, Argentina and Malaysia.

“This study offers insight into the different priorities and values in each country, providing an intimate picture of consumers worldwide,” said Ed Keller, CEO of RoperASW. “Compared with findings from previous years, we’re seeing growing similarities across cultures, suggesting that globalization is bringing consumer lifestyles closer together than ever before.”

The study also looked at media use and found that more than half the global population (53%) reads the newspaper almost daily, but:

The U.S. comes in below average at 42%.

The U.K. is about average at 56%.

India is the leader in readership at 79%.

Mexico is on the bottom of the list with only 21%.

Additionally, the global average for time spent on electronic media (television, radio and Internet) is 42.3 hours per week, with some exceptions. (These are self-reported hours, not Nielsen data):

Americans are slightly above average at 46.5 hours.

The U.K. average is 48.1 hours per week.

South Africans are the most media-hungry with 59.4 hours per week.

India is the least “e-media friendly,” with only 31.9 hours (seem to prefer print media, see above.)

“It was surprising to see that Americans, who are often thought of as information hungry, are not the leaders in either electronic media or newspaper readership,” said Keller. “Additionally, India’s wealth of IT talent might imply that the country would be higher with regard to use of e-media. This global research gives us a more accurate, globally comparable basis for understanding consumer lifestyles around the world.”

With regard to home-related activities, the study revealed that 18% of the global population visits grocery stores most days, with some notable exceptions:

The U.S. falls well below average at 8%.

The U.K. comes close to average at 13%.

Russia and Poland top the list at 46%.

South Africa and Malaysia tie for the least likely to shop daily at only 4%.

Additionally, 45% of the global population say they cook almost daily, but:

The U.S. and U.K. are above average at 50% and 55%, respectively.

Sweden and Australia top the list at 56%.

Singapore is at the bottom of the list, at only 20%.

The RoperASW “2002 Worldwide Time Study” is based on 1,000 in-depth, in-person interviews with consumers age 13 to 65 in each of 30 or more countries each year. The sample is nationally representative of the population in North America and Western Europe and the urban population in other regions and excludes lower-income groups in Latin America, developing Asia and Africa.