Women And Wealthy Are Happiest
July 20, 2012 3 Comments
In the previous post, I showed the link between happiness and loyalty. Now it’s time to look at which consumers are the happiest. So let’s start by examining happiness across the entire U.S. population, where we find that 74% of people are typically happy.
But the level of happiness is quite different across consumer groups. To begin with, I examined the differences across age and gender. The data shows that women are happier than men in every age group except for the oldest Americans and that people 65 and older are the happiest.
Do you know the old saying that money can’t buy happiness? Well, it might be wrong. We examined the level of happiness based on age and income levels. It turns out that consumers with higher incomes are happier across all age groups. The largest income-happiness gap is with 55 to 64 year-olds. The oldest and youngest consumers have the smallest gap.
In my next post, I’ll examine which companies have the most (and least) happy people as customers.
The bottom line: Women, wealthy, and elderly are happiest people.
About Bruce Temkin
Do you have any studies that reflect Canadians? Do you think they would be similar?
dianasschwenk: I have not done the same analysis with Canadian consumers. But my assumption is that we’d see similar results.
Thanks Bruce!