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

brazilPublished This article is more than 2 years old.

What do emerging-market consumers want? Some would say that’s the $10-trillion question (pdf). The global middle class is expected to number 5 billion by 2030, and a rapidly growing proportion of them will live in emerging markets. Figuring out how to meet the needs of these new potential consumers is on the minds of many.

The answer is, of course, that there’s no single “emerging market consumer.” But it’s not just that consumers from different countries like different kinds of products. Results from a new survey by Jana, a mobile technology and marketing firm focused on emerging markets, show some fundamental differences in their lifestyles.

A few highlights:

  • More than 40% of Russian Federation residents polled work eight or more hours a day, compared to 22% in Brazil.
  • Only 11% of Indians polled take half an hour or more off for lunch, while Kenyans and Brazilians were almost two and a half times more likely to.
  • Almost one-third of Russian respondents don’t watch television.
  • Nearly one-third of Indonesians surveyed sleep less than four hours a night.
  • Almost a fifth of those polled in the Philippines (the newest “Asian tiger” economy) traveled more than 3,000 km (1,864 miles) for vacation last year, while Brazilians stayed close to home.

This graphic, created by Jana, summarizes the results. (The questions were completed by consumers on their mobile phones between the end of 2011 and early 2012. 11,687 people were polled.)


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