Research findings

Happiness and Satisfaction in Austria

What do the respondents think about happiness and satisfaction?

In May 2023 318 Austrians were surveyed on behalf of the “Im-Fokus” report for m.core/WU Vienna. This time the survey was about happiness and satisfaction. How happy are respondents and what aspects would they like to improve in their lives to feel happier?

Participants of the survey were asked how happy they were currently and how happy they thought other people of their age and gender in Austria were. On a scale of 1-5 (1=unhappy, 5=happy), the average of the respondents was 3.73 – other people were estimated to be slightly unhappier than oneself, with an average of 3.26.

With regard to different areas of life, there is a positive correlation between satisfaction with the job and general satisfaction (r= .17, p <.001). A positive correlation with general satisfaction can also be observed with regard to the housing situation (r= .27, p <.001) and the financial situation (r= .13, p <.05).

When asked what aspects of their lives respondents would most like to improve in order to feel happier, around half chose “Financial security” (50.5%). The second most chosen aspect was “Fitness” with 49.2%, followed by “Relationships with family/friends” (28.4%). 24% said they wanted to improve their work-life balance and 21.2% chose the aspect “living environment”.

Only 3.8% of the participants said they did not want to improve anything and two thirds of the respondents (67.2%) said they kept doing something even though they knew it was not good for them.

Is there brand that you associate “being happy” with?

From a marketing perspective, it is interesting to note that on average, men (20.0%) are more likely to associate a brand with “being happy” than women (9.6%) (x2(317) = 6.847, p = .009). The person in the “diverse” group denied the question. Following brands were mentioned in this question:

The survey was answered by 318 participants (49.4% female, 50,3% male, 1 person diverse), with an average age of 42.7 years (standard deviation 13.3).

Find the full study in German here!


published: 13.06.2023