1. Global @dvisor
Tracking Global Happiness
These are the findings of the Global @dvisor Wave 27 (G@27),
an Ipsos survey conducted between November 1st – November 15th, 2011
A Global @dvisory – G@27 – February, 2012
TRACKING GLOBAL HAPPINESS

2. Global @dvisor
Methodology
These are the findings of the Global @dvisor Wave 27 (G@27), an Ipsos survey conducted between
November 1st – November 15th, 2011
The survey instrument is conducted monthly in 24 countries around the world via the Ipsos Online Panel
system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, China, France,
Great Britain, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia,
South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.
For the results of the survey presented herein, an international sample of 18,687adults aged 18-64 in the
US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals
participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina,
Belgium, Indonesia, Mexico, Poland, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where
each have a sample approximately 500+.
Weighting was employed to balance demographics and ensure the sample's composition reflects that of
the adult population according to the most recent country Census data available and to provide results
intended to approximate the sample universe. A survey with an unweighted probability sample of this size
and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points for a
sample of 1,000 and an estimated margin of error of +/- 4.5 percentage points 19 times out of 20 per
country of what the results would have been had the entire population of adults in that country had been
polled.
A Global @dvisory – G@27 – February, 2012 2
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

3. Global @dvisor
Analytic Components
There is one analytic component that makes up the findings of this monthly report. Each
analysis comes from tracked questions dealing with:
1. Taking All Things Together, Citizen Consumers Who Are Happy
Taking all things together, would you say you are very happy, rather happy, not very happy or not
happy at all?
A Global @dvisory – G@27 – February, 2012 3
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

4. Global @dvisor
Global Average Tracked
Global Citizens Assess Their State of Happiness 1
Taking all things together, would you say you are...
A Global @dvisory – G@27 – February, 2012 4
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

5. Global @dvisor
All Countries
Taking all things together, would you say you are very happy, rather happy, not very happy or not happy at all?
A Global @dvisory – G@27 – February, 2012 5
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

6. Global @dvisor
Countries
Taking all things together, would you say you are very happy, rather happy, not very happy or
not happy at all?
A Global @dvisory – G@27 – February, 2012 6
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

7. Global @dvisor
Country by Country
Taking all things together, would you say you are very happy, rather happy, not very happy or not happy at all?
A Global @dvisory – G@27 – February, 2012
TRACKING GLOBAL HAPPINESS

8. Global @dvisor
Argentina – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 2
A Global @dvisory – G@27 – February, 2012 8
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

9. Global @dvisor
Australia – Tracking
Taking all things together, would you say you are very happy,
rather happy, not very happy or not happy at all? 3
A Global @dvisory – G@27 – February, 2012 9
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

10. Global @dvisor
Belgium – Tracking
Taking all things together, would you say you are very happy,
rather happy, not very happy or not happy at all? N/C
A Global @dvisory – G@27 – February, 2012 10
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

11. Global @dvisor
Brazil – Tracking
Taking all things together, would you say you are very happy, rather happy,
not very happy or not happy at all? 3
A Global @dvisory – G@27 – February, 2012 11
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

12. Global @dvisor
Canada – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 2
A Global @dvisory – G@27 – February, 2012 12
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

13. Global @dvisor
China – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 4
A Global @dvisory – G@27 – February, 2012 13
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

14. Global @dvisor
France – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 14
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

15. Global @dvisor
Germany – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? N/C
A Global @dvisory – G@27 – February, 2012 15
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

16. Global @dvisor
Great Britain – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 5
A Global @dvisory – G@27 – February, 2012 16
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

17. Global @dvisor
Hungary – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? N/C
A Global @dvisory – G@27 – February, 2012 17
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

18. Global @dvisor
India – Tracking
Taking all things together, would you say you are very happy, rather happy,
not very happy or not happy at all? N/C
A Global @dvisory – G@27 – February, 2012 18
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

19. Global @dvisor
Indonesia – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? N/C
A Global @dvisory – G@27 – February, 2012 19
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

20. Global @dvisor
Italy – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 20
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

21. Global @dvisor
Japan – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 3
A Global @dvisory – G@27 – February, 2012 21
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

22. Global @dvisor
Mexico – Tracking
Taking all things together, would you say you are very happy, rather happy,
not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 22
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

23. Global @dvisor
Poland – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 2
A Global @dvisory – G@27 – February, 2012 23
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

24. Global @dvisor
Russia – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 24
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

25. Global @dvisor
Saudi Arabia – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 3
A Global @dvisory – G@27 – February, 2012 25
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

26. Global @dvisor
South Africa – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 5
A Global @dvisory – G@27 – February, 2012 26
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

27. Global @dvisor
South Korea – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 4
A Global @dvisory – G@27 – February, 2012 27
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

28. Global @dvisor
Spain – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 28
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

29. Global @dvisor
Sweden – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 2
A Global @dvisory – G@27 – February, 2012 29
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

30. Global @dvisor
Turkey – Tracking
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 1
A Global @dvisory – G@27 – February, 2012 30
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

31. Global @dvisor
United States
Taking all things together, would you say you are very happy, rather
happy, not very happy or not happy at all? 2
A Global @dvisory – G@27 – February, 2012 31
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

32. Global @dvisor
Regions
Taking all things together, would you say you are very happy, rather happy, not very happy or not happy at all?
A Global @dvisory – G@27 – February, 2012
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

33. Global @dvisor
NORTH AMERICA – Tracking
(Canada, United States)
Taking all things together, would you say you are very happy, rather happy, not very
happy or not happy at all?
2
A Global @dvisory – G@27 – February, 2012 33
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

34. Global @dvisor
LATAM
(Brazil, Argentina, Mexico)
Taking all things together, would you say you are very happy, rather happy, not very
happy or not happy at all?
2
A Global @dvisory – G@27 – February, 2012 34
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

35. EUROPE – Tracking Global @dvisor
(Germany, France, Spain, Sweden, Great Britain, Belgium, Italy,
Hungary, Poland)
Taking all things together, would you say you are very happy, rather happy, not very
happy or not happy at all?
1
A Global @dvisory – G@27 – February, 2012 35
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

36. Global @dvisor
APAC – Tracking
(Australia, China, India, Japan, Russia, South Korea, Indonesia)
Taking all things together, would you say you are very happy, rather happy, not
very happy or not happy at all?
N/C
A Global @dvisory – G@27 – February, 2012 36
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

37. Global @dvisor
G-8 COUNTRIES – Tracking
(Great Britain, Canada, France, Germany, Italy, Japan, Russia, United States)
Taking all things together, would you say you are very happy, rather happy, not very happy
or not happy at all?
1
A Global @dvisory – G@27 – February, 2012 37
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

38. Global @dvisor
BRIC – Tracking
(Brazil, Russia, India, China)
Taking all things together, would you say you are very happy, rather happy, not very
happy or not happy at all?
N/C
A Global @dvisory – G@27 – February, 2012 38
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

39. Global @dvisor
MIDDLE EAST / AFRICA – Tracking
(Turkey, Saudi Arabia, South Africa)
Taking all things together, would you say you are very happy, rather happy, not very
happy or not happy at all?
3
A Global @dvisory – G@27 – February, 2012 39
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

40. Global @dvisor
About Ipsos
We are an independent company among the large global research companies, and are owned and
managed by research professionals.
Our ambition: to make survey-based research one of the primary means to understand contemporary
society and economy. And to make Ipsos a strategic partner for those who wish to better understand the
world and play an active part in it, with lasting success.
Our experts are specialised in five areas of activity: we assess market potential and interpret market trends,
develop and test emergent or existing products or services and build brands, test advertising, study
audience responses to various media, and measure public opinion on issues and reputation.
We have 10,000 employees working in wholly owned operations in 66 countries, and regularly conduct
research in over 100 countries.
Founded in 1975 by Jean-Marc Lech and Didier Truchot, Ipsos has been publicly traded since 1999. In
2010, Ipsos' revenues exceeded 1B Euros.
Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.
A Global @dvisory – G@27 – February, 2012
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS

41. Global @dvisor
For information about this and other Global @dvisory
products contact:
John Wright
Senior Vice President and Managing Director, Public Opinion Polling
Ipsos Public Affairs +1 (416) 324-2002
john.wright@ipsos.com
Keren Gottfried
Research Manager, Public Opinion Polling
Ipsos Public Affairs +1 (416) 572-4481
keren.gottfried@ipsos.com
The Ipsos Global @dvisor Omnibus is a monthly, online survey of consumer citizens in 24 countries and
produces syndicated reports and studies specifically tailored to the needs of corporations, advertising and
PR agencies, and governments. For information contact:
Chris Deeney
Senior Vice President and Managing Director, Omnibus Division
Ipsos Public Affairs +1 (312) 665-0551
chris.deeny@ipsos.com
Visit www.ipsos.com for information about all of our products and services.
Copyright Ipsos 2010. All rights reserved. The contents of this publication constitute the sole and
exclusive property of Ipsos.
A Global @dvisory – G@27 – February, 2012
© 2011 Ipsos
TRACKING GLOBAL HAPPINESS