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Our Bureau

Chennai, July 7 The rigours of joining the rat race, it would seem, are beginning to catch up with Indians.

An online consumer survey conducted by Nielsen has found that maintaining work/life balance is the biggest concern for 20 per cent of Indians.

Nielsen’s bi-annual Global Online Consumer Opinion Survey was conducted across 51 countries.

World over the state of the economy was the chief concern for consumers, but for Indians it was the second biggest concern with 13 per cent respondents voting for it.

An official statement quoted Mr Sarang Panchal, Managing Director — Customised Research, Asia-Pacific, India, China and Greater China, The Nielsen Company: “In the last few years we have noticed a number of new career opportunities opening up for Indians, especially in the service sectors. However, better opportunities along with a good pay package, growth prospects, brings in a long work schedule leaving individuals with very little time to balance their work and life. Demanding careers have dominated the lives of many young Indians for sometime now and it takes a toll on their family life. It is not a surprise then that most Indians consider work-life balance as their biggest concern.”

In fact, work-life balance was rated the number one concern among consumers in the booming, emerging markets across Eastern Europe, West Asia, and Asia.

Parent’s welfare and happiness emerged as the third biggest concern for Indians with 12 per cent voting for it; this is the highest for any country in the Asia-Pacific. “Despite news of Westernisation and other influences that we keep talking about, India is still a close- knit society.

Unlike in the West, children do not start their own life the moment they reach adulthood; people grow old living with parents under the same roof. It is in the Indian culture to care about ones’ parents,” said Mr Panchal.

Globally, consumers rated job security (10 per cent) as their third biggest concern, followed by health (9 per cent), children’s education/welfare (9 per cent) and debt (8 per cent).

Consumer concerns, however, differed significantly across the world’s regions: North America – economy, debt, ability to afford retirement, war; Latin America – job security, children’s welfare and education, crime; Asia-Pacific – work/life balance, health, parents’ welfare and happiness; and Europe – global warming, immigration; West Asia /Africa – political stability, terrorism.

The voting pattern shows that America has more monetary concerns while the Asia-Pacific is more worried about its emotional and physical wellbeing. Europe is concerned about the environment and West Asia/Africa about grappling with issues concerning politics and terrorism.

“Lifestyle and culture play an important role in how consumers rank their concerns in life. Considering the thriving economy of India and good job prospects, Indians are more concerned about their overall wellbeing. They are confident that whatever problems they would face in the near future, lack of money won’t be a cause of it,” said Mr Panchal.

Job security was voted among the big concerns by 11 per cent of Indian respondents. Six per cent rated health as a concern. With 9 per cent, global warming was the biggest concern.

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