Urban Indians amongst the world’s earliest risers: ACNielsen study

Urban Indians are amongst the earliest risers across the globe. Around 64 per cent of India’s ‘urban Internet’ population awakes before 7 a. m. and 61 per cent sleep for 7 hours or less. Ranked fifth along with Germany, Austria and Japan, India has the highest percentage of consumers who wake up before 7 a. m. in the morning. These are the findings of an online study conducted by ACNielsen, the world’s leading provider of market research, information and analysis. The survey (14,100 consumers interviewed) was conducted over the Internet in 28 countries across Asia Pacific, Europe and the US.

“An average of 37 per cent of global consumers aren’t usually tucked into bed until after midnight, but 40 per cent of the people in Asia Pacific burn the midnight oil compared to 34 per cent of Americans and 32 per cent of Europeans,” says Rajshree Dave, Associate Director-Client Service, ACNielsen ORG-MARG.

According to the global survey, the biggest night-owls the world over are the Portuguese, with 75 per cent not ‘hitting the sack’ until after midnight — with as many as 28 per cent not retiring until after 1 a. m. The second ranked global night-owls are the Taiwanese, with 69 per cent going to bed after midnight; with as many as 35 per cent not retiring until after 1 a. m.! Following closely are the Koreans (68 per cent) and Hong Kongers (66 per cent). Hong Kongers ranked second after Taiwan for staying up latest of all, with 31 per cent claiming not to go to bed until after 1 a.m.!

Of the top 10 globally ranked night-owl nations, seven are Asian, with the other three being Mediterranean countries more typically known for late nights and mid-day siestas — Portugal, Spain and Italy.

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