Russians don’t watch TV, Indonesians don’t sleep and Indians don’t take lunch breaks

Quartz

What do emerging-market consumers want? Some would say it’s the $10 trillion dollar (pdf) question on the mind of anyone looking to cash in on a global middle class expected to number 5 billion by 2030, with most of the growth in emerging markets.

The answer is, of course, that there’s no one “emerging market consumer”. It’s not just that they like different kinds of products. Results from a new survey by Jana, a mobile technology and marketing firm, show some big differences in their basic lifestyles.

A few highlights: 40% of Russians surveyed work eight hours a day, compared to 22% in Brazil. Only 11% of Indians take half an hour or more off for lunch, while Kenyans and Brazilians were almost two and a half times more likely to.

Also, almost a third of Russian respondents don’t watch television, and almost a third of Indonesians sleep less than four hours a night (ouch). Some like vacationing far from home. Almost a fifth of those polled in Ghana or the Philippines (the newest “Asian tiger” economy) traveled more than 3,000 km (1,864 miles) for vacation last year. Brazilians stayed close to home.

This graphic, created by Jana, summarizes the results. The questions were completed by people on their mobile phones between the end of 2011 and early 2012; the answers came from  11,687 people.



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