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31 December 2007
Mumbai, India
With 2008 right in front of us, over half of India’s online population has already decided on their New Year’s resolution. 58 percent of Indians surveyed have taken a resolution to lose weight and improve their fitness levels and health in the year 2008, according to a survey conducted by Nielsen India via its Your Voice online research panel.
Saving money (55%) and Better Time Management (51%) are among other popular New Year resolutions for Indians for the coming year. Remaining fit and healthy is a more popular resolution with 73 percent of people aged between 35 and 44. In addition saving more money is popular among people in the 25-34 years age group (62%). Interestingly, for the 45 plus age group saving more money is not very important with only 26 percent voting for it.
Pursuing higher education for career enhancement and better time management (14% & 13% votes respectively) finds more favour as a key resolution with the 15-24 years age group.
“This year ‘Remaining fit and healthy’ has all of a sudden taken the lead in people’s resolutions list compared to last year, taking over Better time management, Saving money, Getting organized, and Reading more books that ranked the top last year,” said N. S. Muthukumaran, Director, Online Panel, The Nielsen Company, India.
Losing weight and improving fitness and health was not ranking high in people’s New Year’s resolution in the past year and recorded a major improvement in its importance (58%) this time round.
“People are more health conscious today. They want to remain fit not only to look good physically, but also to protect themselves from diseases. Eating healthy and regular exercise is the way to achieve optimum health and fitness,” continued Muthukumaran.
New Year’s Resolution Patterns
Amongst those who have made New Year’s resolutions in the past, majority of them have been making resolutions for more than a year. 41 percent of the respondents have been making resolutions for the past six to ten years, a quarter has been making New Year resolutions well over ten years. 27 percent respondents make a New Year resolution every year.
While it is always a common complaint that New Year’s resolutions are hard to keep, amongst those who have made New Year’s resolutions in the past, 27 percent have fulfilled their resolutions successfully. 18 percent have kept the resolutions they made successfully for more than 6 months and 23 percent have kept it for about three months.
Lack of Planning (44%) and Commitment (37%) are the key reasons mentioned by respondents for not keeping their New Year resolutions. Lack of time, support, and energy are the other factors disrupting the ‘execution’ of the New Year’s resolution.
Majority of the respondents (69%) make their resolutions prior to the New Year. A quarter of them make their New Year’s resolution on the New Year’s eve. People also have different ways of making resolutions. 79 percent of the respondents make a mental note of the resolution that they keep, 28 percent tell a friend or a family member about their resolution, and 21 percent write it down. Amongst those who share their resolution with someone, 66 percent share it with their close friends, 55 percent share it with their spouse, and 32 percent tell their parents about their resolution for the New Year.
“Today the hectic life schedules leave people with little time to accomplish things that they want to do. New Year is the perfect occasion for people to dig deep within themselves and come out with their wishes and desires and this wish usually takes the form of a New Year resolution,” said Muthukumaran.
About The Survey
Using their online research panel Your Voice, The Nielsen Company India conducted the survey to understand what resolutions people have made for the New Year (2008) and how they have fared on resolutions made in the past years. The survey was conducted amongst 292 people aged 15 and above.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (Net Ratings and Buzz Metrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Ad week). The privately held company is active in more than 100 countries, with headquarters in Harlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com
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