Understanding Singaporeans: Values, Lifestyles, Aspirations And Consumption Behaviors

k

Understanding

Values, Lifestyles, Aspirations and Consumption Behaviors t

Kau Ah Keng Jung Kwon 1 Siok Kuan n Soo Jiua

•w.

Understanding Singaporeans Values, Lifestyles, Aspirations and Consumption Behaviors

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Understanding

Singaporeans Values, Lifestyles, Aspirations and Consumption Behaviors

Kau Ah Keng Tambyah Siok Kuan Tan Soo Jiuan National University of Singapore, Singapore

Jung Kwon KDI School of Public Policy and Management, South Korea

\{JP World Scientific NEWJERSEY

• LONDON • SINGAPORE • BEIJING- SHANGHAI • HONGKONG • TAIPEI • CHENNAI

Published by World Scientific Publishing Co. Pte. Ltd. 5 Toh Tuck Link, Singapore 596224 USA office: 27 Warren Street, Suite 401-402, Hackensack, NJ 07601 UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE

British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library.

First published 2004 Reprinted 2005, 2006

UNDERSTANDING SINGAPOREANS: VALUES, LIFESTYLES, ASPIRATIONS AND CONSUMPTION BEHAVIORS Copyright © 2004 by World Scientific Publishing Co. Pte. Ltd. All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage and retrieval system now known or to be invented, without written permission from the Publisher.

For photocopying of material in this volume, please pay a copying fee through the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, USA. In this case permission to photocopy is not required from the publisher.

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To Mei, and our sons, Ming and Kang — Kau Ah Keng To my wife, Hoyun, and two children, Andrew and Gina, who spent six wonderful years with me in Singapore — Jung Kwon To PaulAnanth and our families — Tambyah Siok Kuan To my dear mother — Tan Soo Jiuan

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Acknowledgement

While we took the lead in writing this book, we would like to thank the many people who have made significant contributions in making this endeavor a success. The National University of Singapore and the Citibank Group have generously funded the values and lifestyles research study that was the foundation for the book. In particular, Bill Glickert and Solomon Huang from the Citibank Group have been very supportive. We wish to thank the 1540 Singaporeans who have patiently and gallantly offered us insights into their values, lifestyles and consumption behaviors. Without their kindness and cooperation, we would never be able to understand who Singaporeans really are. We would also like to thank Keith Chu Tze Yang, Nguyen Thu Tuyet Mai, Felicia Fong May Leng, Casey Ng HuiWun, andToh Li Hiong for helping in the basic data analyses, andTeo Lay Ching and Celia Chia Pin Cheng for their assistance in data collection, transcribing and data analysis, for Chapters 9 and 10 of this book. The production team has played a significant role in the preparation of this book for publication. We wish to express our appreciation to Ng Pei Sze, Fong Soo Mei, and Nor Azizah bte MohdYusof for helping to prepare the initial tables and charts for the book. Finally, we are indebted to the administrative and technical support rendered by the multi-talented and multi-tasking Jothiletchumy d/o Shanmugam. Kau Ah Keng Jung Kwon Tambyah Siok Kuan Tan Soo Jiuan

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About the Authors

Dr. Kau Ah Keng Dr. Kau is a full professor with the N U S Business School, National University of Singapore. He received his Ph.D. in Business Administration from the London Graduate School of Business Studies, U.K. He previously served as the head of the Department of Marketing, Faculty of Business Administration, National University of Singapore. He was also Vice-Dean of the Faculty of Business Administration and Director of the School of Postgraduate Management Studies in charge of the MBA program. He was a visiting scholar to the University of Michigan, U.S.A. in 1989/90, Tsinghua University of Beijing, China, in 1993, School of Marketing, University of New South Wales in July-September 2003 and Graduate School of Business, Stanford University in October-November, 2003. He presently teaches BBA/MBA programs at the NUS Business School and also conducts executive development programs for business executives from Singapore, Malaysia, Indonesia, China and the region. He has also served as training and research consultants to various corporations in Singapore and the region. He has done and supervised many studies on services marketing. He has published extensively in various international journals, including the Journal of Marketing Research, International Marketing Review, Journal of Business Ethics, InternationalJournal of Small Business, Journal of International Consumer Marketing, Tourism Management, Psychology and Marketing, Journal of Travel Research, Social

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Understanding Singaporeans

Indicators Research and Asia Pacific Journal of Tourism Research. Presently, he is in the editorial advisory boards of Management and Development, Journal of Asia Pacific Marketing and the Singapore Management Review. He has also joindy authored two books: Values and Lifestyles of Singaporeans: A Marketing Perspective (Singapore University Press) and Seven Faces of Singaporeans: Their Values, Aspirations and Lifestyles (Prentice Hall 1998).

Dr. Jung Kwon Dr. Jung Kwon is currently an Associate Professor at the KDI School of Public Policy & Management in Korea. He received his Ph.D. in Marketing from the University of Illinois at Urbana-Champaign in 1996. He had taught at the National University of Singapore before he joined the KDI School in 2002. His research and teaching interests include Marketing/Business Research, Cross-Cultural Consumer Behavior, Consumer Lifestyles, and New Product Development & Brand Management. He has been conducting lifestyle studies on Singapore consumers with a team of NUS professors and authored the clustering chapter in the book titled Seven Faces of Singaporeans: Their Values, Aspirations and Lifestyle, where he used various multivariate data analysis techniques including Discriminant Analysis to drive and profile meaningful lifestyle segments of Singaporeans. His research publications have appeared in the international and regional journals including Psychology & Marketing, Journal of Cross-Cultural Psychology, Journal of International Marketing, Asia-PacificJournal of Management, and many international conference proceedings. Before he started his doctoral study in the U.S., Dr. Jung had worked at one of the top advertising agencies in Korea and conducted a series of research projects in many consumer product industries. In Singapore, he was involved in the consulting work with Ml, National Library Board, and Techwah.

Dr.Tambyah Siok Kuan Dr. Tambyah is currently an Assistant Professor of Marketing at the NUS Business School, National University of Singapore. She received her Ph.D. in Business from the University of Wisconsin-Madison. Prior to entering academia, she was a marketing practitioner in the software industry. Dr. Tambyah's research and teaching interests include consumption and identity, ethnicity, gender, postmodern consumer research, qualitative

About the Authors

xi

research methods, cross-cultural consumer behavior and the consumption of place. She has published in the Journal of Consumer Research, Journal of Consumer Marketing, International Marketing Review and Advances in Consumer Research. Dr. Tambyah has taught undergraduate and graduate marketing courses in the United States and Singapore. She has also applied qualitative research methods in consulting projects with numerous companies in Singapore.

Dr.Tan Soo Jiuan Dr. Tan (Ph.D, Washington University, USA) is an Associate Professor of Marketing at the National University of Singapore, where she also serves as the Assistant Dean of the NUS Business School. She was elected as the Honorary Treasurer of the Marketing Institute of Singapore and is currently the Chairman of its Board of Studies. Prior to joining academia, Dr. Tan was with the Monetary Authority of Singapore and the Export Credit Insurance Corporation of Singapore Her research interests are in the areas of international market entry strategies, consumer values and lifestyles, parallel importing, game theoretic applications in marketing, and new product management. She has published in a number of leading international journals including Journal of Business Research, Journal of Business Venturing, Journal of Consumer Marketing, Journal of Cross-Cultural Psychology, Journal of Marketing Communications, European Journal of Marketing, Journal ' of Global Marketing, International Marketing Review, Public Relations Review, and Small Business Economics. She is also a co-author of two books: Seven Faces of Singaporeans and Competing for Markets: Growth Strategies for SMEs. Her consulting projects include industry and market studies for major private and public institutions in Singapore and the region. Effectively bilingual, she conducts executive training in both English and Chinese languages.

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Foreword

As we witness the uncertain economy during the first decade of this century, Singapore is transforming herself so that Singapore will continue her economic growth. The slow economy in Singapore has been the driving force for the fast development of new initiatives such as the government policy on the sales tax and the retirement savings plan, the knowledge-based economy, small and medium sized enterprises, entrepreneurship, etc. To implement a new policy or to launch a new business, one must understand the culture, lifestyles, and mindset of Singaporeans. In Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors, Kau Ah Keng, Jung Kwon,Tambyah Siok Kuan, and Tan Soo Jiuan have gone through a painstaking exercise by conducting a comprehensive study of the values and lifestyles of different segments of Singaporeans in terms of age, gender, marital status, race, and religion. Specifically, this book offers an in-depth insight regarding Singaporeans' perspective on value orientations, personal values, life aspirations, life satisfaction, leisure activities, media habits, and the Internet usage. In addition, this book highlights the changes in the value system by comparing the survey results obtained in 1996 and 2001. This book is written with clarity and sincerity The survey results displayed in this book and their corresponding implications are invaluable to government officials, entrepreneurs, business executives, administrators, as well as the general public. As an expatriate myself, this book helped me

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Understanding Singaporeans

to gain a deeper understanding about Singaporeans. In retrospect, I would have done certain things differently after reading this book. Christopher Tang Dean and Cycle and Carriage Chaired Professor NUS Business School National University of Singapore December 2003

Contents

Acknowledgement

vii

About the Authors

ix

Foreword

xiii

List of Charts

xxi

List of Tables

xxiii

1. Introduction and Research Methodology 1.1 Background of Study 1.2 Survey Research Methodology 1.2.1 Questionnaire development 1.2.2 Sample selection and data collection 1.2.3 Data analysis 1.3 Sample Description 1.3.1 Representativeness of sample 1.4 Research Methodology for Semi-Structured Interviews 1.4.1 Interview guide development 1.4.2 Interview data collection 1.4.3 Interview data analysis 1.5 Summary

1 1 5 5 8 8 9 9 14 14 14 15 16

Contents

2. Value Orientations 2.1 Family Values 2.1.1 Overview of family values 2.1.2 Family values by demographic background 2.2 Societal Consciousness 2.2.1 Overview of societal consciousness 2.2.2 Societal consciousness by demographic background 2.3 Status Consciousness 2.3.1 Overview of status consciousness 2.3.2 Status consciousness by demographic background 2.4 Traditionalism 2.4.1 Overview of traditionalism 2.4.2 Traditionalism by demographic background 2.5 Materialism 2.5.1 Overview of materialism 2.5.2 Materialism by demographic background 2.6 Entrepreneurial Spirit 2.6.1 Overview of entrepreneurial spirit 2.6.2 Entrepreneurial spirit by demographic background 2.7 Summary and Implications

17 17 18 18 20 20 22 22 22 22 24 24 24 25 26 26 26 26 28 28

3. Personal Values and Life Aspirations 3.1 Personal Values 3.2 Longitudinal Comparison of Personal Values (1996 versus 2001) 3.3 Personal Values by Demographic Background 3.3.1 Gender 3.3.2 Marital status 3.3.3 Ethnic groups 3.3.4 Age groups 3.3.5 Education 3.3.6 Personal income 3.4 Summary and Implications — Personal Values 3.5 Life Aspirations (Things Wanted Most in Life) 3.6 Things Wanted Most in Life by Demographic Background 3.6.1 Gender 3.6.2 Marital status 3.6.3 Age groups 3.6.4 Ethnic groups 3.6.5 Education 3.6.6 Personal income 3.7 Summary and Implications — Life Aspirations

31 31 32 33 34 34 35 35 37 38 39 40 40 42 42 43 45 46 47 47

Contents Life 4.1 4.2 4.3

xvii

Satisfaction Satisfaction with Various Aspects of Life Life Satisfaction: 2001 versus 1996 Life Satisfaction by Demographic Background 4.3.1 Gender 4.3.2 Marital status 4.3.3 Ethnic groups 4.3.4 Age groups 4.3.5 Education 4.3.6 Personal income Satisfaction with Life in Singapore Satisfaction with Life in Singapore: 1996 versus 2001 Satisfaction with Life in Singapore by Demographic Background 4.6.1 Gender 4.6.2 Marital status 4.6.3 Ethnic groups 4.6.4 Age groups 4.6.5 Education 4.6.6 Personal income Summary and Implications — Satisfaction with Life

51 51 52 53 53 54 55 55 56 57 58 58

Media Habits 5.1 Television Program 5.1.1 Television program preferences by demographics 5.1.2 Summary and implications — television program 5.2 Radio 5.2.1 Radio program preferences by demographics 5.2.2 Summary and implications — radio program 5.3 Newspapers 5.3.1 Newspaper by demographics 5.3.2 Summary and implications — newspapers 5.4 Magazines 5.4.1 Magazines readership by demographics 5.4.2 Summary and implications — magazines

69 69 69 76 76 76 82 82 83 89 89 90 94

4.4 4.5 4.6

4.7

Leisure Activities 6.1 Sports 6.1.1 Sports by demographics 6.1.2 Summary and implications — sports 6.2 Social and Cultural Activities 6.2.1 Social and cultural activities by demographics

60 60 61 62 63 64 65 67

97 97 98 103 103 104

Contents

6.2.2

6.3

6.4

6.5

6.6

6.7

Summary and implications — social and cultural activities Self-Improvement Activities 6.3.1 Self-improvement activities by demographics 6.3.2 Summary and implications — self-improvement activities Various Charity, Social Work, and Community Activities 6.4.1 Various charity, social work, and community activitiesby demographics 6.4.2 Summary and implications — charity, social work, and community activities Travel Activities 6.5.1 Travel activities by demographics 6.5.2 Summary and implications — travel activities Home Entertainment Activities 6.6.1 Home entertainment activities by demographic background 6.6.2 Summary and implications — home entertainment activities Other Activities 6.7.1 Various other activities by demographics 6.7.2 Summary and implications — other activities

108 109 110 113 114 115 118 119 119 123 123 124 128 129 130 134

7. Internet Usage and Behavior 7.1 E-Orientation 7.2 Internet Usage 7.3 Summary and Implications

135 135 136 152

8. Clustering o f Singaporeans 8.1 Dimensions of Singaporeans' Value Systems 8.2 Identification of Clusters 8.3 Lifestyle Activities of Clusters 8.3.1 Life satisfaction 8.3.2 Leisure activities 8.3.3 Internet and online shopping behavior 8.4 Comparison Between 1996 and 2001 Clusters 8.5 Summary and Implications

153 153 155 161 161 161 164 164 172

9.

173 173 173

Successful Aging In Singapore 9.1 Introduction 9.2 "Successful Aging" and the Elderly in Singapore

Contents

9.3 9.4

9.5

Research Methodology 9.3.1 The sample for semi-structured interviews Findings 9.4.1 Views about aging 9.4.2 Concerns about aging 9.4.3 Consumption of time and money: family, community, and health Summary and Implications 9.5.1 Focusing on family values 9.5.2 Keeping healthy and connected 9.5.3 Moving from working life to retirement

xix

176 176 176 178 180 183 191 191 192 193

10. Young Adult Singaporeans 10.1 Introduction 10.2 "The Young and the Restless" 10.2.1 VALS studies and related findings on young adults 10.3 Research Methodology 10.3.1 The sample for semi-structured interviews 10.4 Findings 10.4.1 Aspirations in life 10.4.2 Importance of personal values 10.4.3 Satisfaction with aspects of life in Singapore 10.4.4 Leisure and play 10.4.5 Working in Singapore 10.4.6 Stayers or strayers? 10.5 Summary and Implications

195 195 196

11. Conclusions 11.1 The Study 11.2 Synopsis of the Main Findings 11.2.1 Demographic profile of the respondents 11.2.2 Value orientations 11.2.3 Personal values 11.2.4 Aspirations (Things wanted most in life) 11.2.5 Life satisfaction 11.2.6 Satisfaction with life in Singapore 11.2.7 Media habits 11.2.8 Leisure activities 11.2.9 Internet usage and behavior

217 217 218 218 219 220 221 222 223 224 226 230

196 199 199 199 201 202 205 210 211 212 213

xx

Contents

11.3 11.4 11.5 11.6

Clustering of Singaporeans Qualitative Insights: Elderly Singaporeans Qualitative Insights: Young Adult Singaporeans Directions for Future Research

232 232 233 234

References

237

Index

241

List of Charts

7.1 7.2 7.3 7.4 7.5

Percentage of respondents with access to the internet Reasons for not accessing the internet Primary internet access points Online purchasing experience during the past six months Top 10 online purchasing product category

8.1

Changes in values among clusters (Traditional family oriented (16.1% in 1996 versus 9% in 2001)) Changes in values among clusters (New age family oriented (13.9% in 1996 versus 6.1% in 2001)) Changes in values among clusters (Pragmatists (11.1% in 1996) versus Modern pragmatists (10.5% in 2001)) Changes in values among clusters (Materialists (14.3% in 1996) versus Materialistic entrepreneurs (9% in 2001)) Changes in values among clusters (Entrepreneurs (13.1% in 1996) versus Entrepreneurial strivers (9.1% in 2001)) Changes in values among clusters (Aspirers (18.4% in 1996 versus 28.3% in 2001)) Changes in values among clusters (Independents (13.1% in 1996 versus 18.5% in 2001))

8.2 8.3

8.4

8.5

8.6 8.7

137 137 138 139 139

165 166

167

168

169 170 171

xxii

9.1 9.2

List of Charts

Importance of personal values (55-64 years, 65 years and above) Aspirations in life (55—64 years, 65 years and above)

10.1 Aspirations in life (single adults, 25—34 years, n = 192) 10.2 Importance of personal values (single adults, 25-34 years, n = 192) 10.3 Satisfaction with aspects of life in Singapore (single adults, 25—34 years, n = 192) 10.4 Satisfaction with aspects of life in Singapore (single adults, 25-34 years, n = 192)

185 188 201 202 206 207

List of Tables

1.1 1.2 1.3

Variables included in the study Sample description Comparing survey data with national statistics

2.1 Statements on family values 2.2 Scores for family values 2.3 Family values by demographics 2.4 Statements on societal consciousness 2.5 Societal consciousness scores 2.6 Societal consciousness by demographics 2.7 Statements on status consciousness 2.8 Status consciousness scores 2.9 Status consciousness by demographics 2.10 Statements on traditionalism 2.11 Traditionalism 2.12 Traditionalism by demographics 2.13 Statements on materialism 2.14 Materialism scores 2.15 Materialism by demographics 2.16 Statements on entrepreneurial spirit 2.17 Entrepreneurial spirit scores 2.18 Entrepreneurial spirit by demographics

7 10 13 18 18 19 20 20 21 22 23 23 24 24 25 26 26 27 27 27 28

xxiv

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15

List of Tables

Importance of personal values in life Longitudinal comparison of personal values (1996 versus 2001) Importance of personal values by gender Importance of personal values by marital status Importance of personal values by ethnic groups Importance of personal values by age groups Importance of personal values by education Importance of personal values by personal income Things wanted most in life Things wanted most in life by gender Things wanted most in life by marital status Things wanted most in life by age group Things wanted most in life by ethnic group Things wanted most in life by education Things wanted most in life by personal income

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12

Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with Satisfaction with marital status 4.13 Satisfaction with ethnic group 4.14 Satisfaction with 4.15 Satisfaction with 4.16 Satisfaction with personal income 5.1 5.2 5.3 5.4 5.5

Types Types Types Types Types

of of of of of

TV TV TV TV TV

various aspects of life various aspects of life: 1996 versus 2001 aspects of life by gender aspects of life by marital status aspects of life by ethnic group aspects of life by age group aspects of life by education aspects of life by personal income life in Singapore life in Singapore: 1996 versus 2001 aspects of life in Singapore by gender aspects of life in Singapore by

32 33 34 35 36 36 37 38 41 42 43 44 45 46 48 52 52 53 54 55 56 57 58 59 60 61 62

aspects of life in Singapore by aspects of life in Singapore by age group aspects of life in Singapore by education aspects of life in Singapore by

program program program program program

63 64 65 66

regularly regularly regularly regularly regularly

watched watched watched watched watched

(%) by gender by marital status by ethnic group by age group

70 71 71 72 73

5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27 5.28 6.1 6.2 6.3 6.4 6.5 6.6 6.7

List of Tables

xxv

Types of TV program regularly watched by education Types of TV program regularly watched by personal income Twelve types of radio program regularly listened to Twelve types of radio program regularly listened to by gender Twelve types of radio program regularly listened to by marital status Twelve types of radio program regularly listened to by ethnic group Twelve types of radio program regularly listened to by age group Twelve types of radio program regularly listened to by education Twelve types of radio program regularly listened to by personal income Types of newspaper read Types of newspaper by gender Types of newspaper by marital status Types of newspaper by ethnic group Types of newspaper by age group Types of newspaper by education Types of newspaper by personal income Types of magazines read Types of magazines read by gender Types of magazines read by marital status Types of magazines read by ethnic group Types of magazines read by age group Types of magazines read by education Types of magazines read by personal income

74

Sports by all respondents: 1996 versus Sports by gender Sports by marital status Sports by ethnic group Percentage of respondents engaged in by age group Percentage of respondents engaged in by education Percentage of respondents engaged in by personal income

2001

75 77 77 78 79 80 80 81 83 84 85 85 86 87 88 90 90 91 92 93 93 94 98 99 99 100

various sports 101 various sports 102 various sports 102

1 Introduction and Research Methodology

I. I

Background of Study

Studies on values and lifestyles have been conducted by researchers from different fields. For social scientists, the study of values and lifestyles would enable them to examine how these variables could have implications for social planning. For instance, people's views about education would affect how school systems should be structured. Similarly, people's concerns about aging would highlight how elderly citizens' needs could be better accommodated. Marketers aim to understand how values and lifestyles relate to the more complex processes of consumer decision making. For instance, the decisions as to what to buy, where to buy and what kinds of life experiences a particular individual would like to possess could be profoundly influenced by his or her personal preferences and desires for particular values and lifestyles. For both social planners and marketers, a better knowledge of the values and lifestyles of the people would be imperative in helping to devise more appropriate strategies to cope with the opportunities and challenges posed. The study of values and lifestyles has been referred to by different names. According to Engel, Blackwell, and Miniard (1993), "lifestyle" is a summary construct defined as "patterns in which people live and spend time and money" and therefore it portrays "a person's activities, interests, and opinions (AIOs)". Mowen (1995) refers to lifestyles as "how people live, how they spend their money, and how they allocate their time", thus alluding to "the overt actions and behavior" of people. Essentially, research

2

Understanding Singaporeans

on lifestyles explores what consumers feel, think, believe and do, and helps marketers understand the reasons behind consumers' actions. With this knowledge, it is then possible to discover the opportunities the emerging trends may reveal. The operational technique for studying lifestyles is generally referred to as psychographics. According to Demby (1994), psychographics can be traced back to World War I when it was first used to describe people by their looks. It has since evolved to become an important tool for market segmentation. He defines psychographics as "the use of psychological, sociological, and anthropological factors, such as benefits desired, self-concept, and lifestyle to determine how the market is segmented by the propensity of groups within the market — and their reasons — to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a museum". Psychographic profiling is therefore an attempt to categorize people into unique "typologies" based on their values and lifestyles. Many studies on psychographic profiling have been completed in various countries. The best known study was reported by Arnold Mitchell (1983) in The Nine American Lifestyles where he provided the justification for the study of values and lifestyles. He defined values as "the whole constellation of a person's attitudes, beliefs, opinions, hopes, fears, prejudices, needs, desires, and aspirations that, taken together, govern how one behaves". He also suggested that the study of values and lifestyles would greatly enrich our understanding of who we are as individuals, as citizens, as consumers, and as a nation. Mitchell (1983) collected data from over 1600 randomly selected respondents aged 18 years and above in the United States. Each respondent provided information on over 800 specific questions on a wide range of subjects. Based on the data collected, statistical techniques were used to classify the respondents into four basic categories and into nine refined groups. The categories and groups are: I

The Need-Driven — This category comprises the Survivors (mostly older people who are poor and removed from the cultural mainstream) and the Sustainers (mostly young and struggling people who are angry and distrustful).

1

The Outer-Directed — This category is subdivided into three groups comprising the Achievers (generally leaders and professionals who are status-focused and materialistic), the Emulators (those who are ambitious, competitive, upwardly mobile, and in favor of material pursuits), and the Belongers (those who are traditional, homeoriented, and who would rather fit in than stand out).

3

The Inner-Directed — This category can also be divided into three groups consisting of the l-Am-Me (the young people who are exhtbitionistic, impulsive, narcissistic, and inventive), the Experientials (people who want direct experience, inner growth, art and home), and the Societally Conscious (people who value responsibility, conservation, and the desire to heal).

Introduction and Research Methodology 4

3

The Integrated — This category combines both the characteristics of the OuterDirected and the Inner-Directed.

The original values and lifestyles grouping (Mitchell 1983) was later replaced by a new system of classification calledVALS-2. This was developed by SRI International in 1989. In this new system of classification, there were now eight categories of individuals. The groups were arranged along two dimensions: self orientation (principle, status, or action oriented) and resources (from minimal to abundant). The self-orientation dimension refers to "the patterns of attitudes and activities that help people reinforce, sustain or even modify their social self-image". "Resources" refers to "the full range of psychological, demographic, and material means and capacities consumers have to draw upon". As elaborated by Gates (1989), attributes such as education, income, self-confidence, health, eagerness to buy, intelligence, and energy level count as resources. The eight consumer segments are: 1

The Actualizes — They are "successful, sophisticated, active, 'take charge1 people with high self-esteem and abundant resources".

2

The Fulfilleds —They are "mature, satisfied, comfortable and reflective, well-educated and professional".

3

The Believers —They live by "deeply rooted and literally interpreted moral codes. They are also strongly tied to traditional institutions: the family, church, community, and nation",

4

The Achievers — They are "successful and career-oriented and value stability, predictability and structure".

5

The Strivers — They seek "a secure place in life and typically are unsure of themselves, and short on economic, social, and psychological resources",

6

The Experiencers — They are young, vital, enthusiastic, impulsive and rebellious and are avid consumers. They spend much of their incomes on clothing, fast food, music, movies, and videos.

7

The Makers — They are practical people with constructive skills and experience the world by working on it, for instance, by building a house, raising children, fixing a can and canning vegetables. They have sufficient skill, income, and energy to carry out their projects successfully.

8

The Strugglers — They are chronically poor low-skilled and without much education, and are often passive and in despair.

VALS-2 was subsequently applied to describe consumers in Japan. Ten segments of consumers were identified using five dimensions by Winters (1992) as follows: I

Exploration Dimension -^- This group consists of the Integrators (well-educated, modern people who enjoy the new and risky) and the Sustainers (people who resist changes).

4

Understanding Singaporeans 2

Self-Expressive Dimension —This group consists of the Self-Innovators (young, active people who are interested in fashion and spend a lot of money on themselves) and the Self-Adapters (shy people who are sensitive to others and pattern their buying after that of Self-Innovators).

3

Achievement Dimension — This group consists of the Ryoshiki ("social intelligence") Innovators (career-oriented, highly-educated, middle-aged people) and the Ryoshiki Adapters (shy people who are sensitive to others and pattern their buying after that of Ryoshiki Innovators).

4

Tradition Dimension — This group consists of the Tradition Innovators (middle-aged homeowners with middle management jobs who are active in community affairs) and theTradition Adapters (affluent, young, well-educated managers who travel frequently).

5

Realist Orientation — This group consists of the High Pragmatic (people who are least likely to agree with any attitude statement; withdrawn, suspicious: unconcerned about self-improvement or preserving customs) and the Low Pragmatic (attitudinally negative people with no psychological tendency who prefer inexpensive goods and established brands).

Other than theVALS-2 system developed by SRI International in the USA, similar studies have been conducted by commercial firms and market researchers in other parts of the world. The advertising agency Backer Spielvogel Bates Worldwide developed the Global Scan in 1985, a program that sponsors annual surveys of consumers in 18 countries (Winters 1992). The study measures 250 attitudes, including 130 that are specific to one country and 120 that cross cultural boundaries. According to Winters (1992), the Global Scan survey has identified five global psychographic clusters in the United States: 1

The Strivers — These are young people who live a hectic life.

2

The Achievers — These are people who have the success that the Strivers want.

3

The Pressureds — This group consists largely of women who face constant financial and family pressures.

4 5

The Adapters — This group comprises older people who are content with their lives. The Traditionals — These are people who hold on to the old values of their country and resist change.

Similarly, Young and Rubicam's Cross Cultural Consumer Characterization (4Cs), an international segmentation scheme, has been conducted in six countries (Piitro 1990) to provide insights into consumer buying behavior. According to Winters (1992), it is a theoretically based system which attempts to measure and segment consumers by their goals, motivations, and values. The 4Cs system segments consumers into seven groups under three major categories: I

Constrained — This category comprises the Resigned Poor (people whose goal is to survive; they have largely given up; they value subsistence) and the Struggling Poor

Introduction and Research Methodology

5

(people whose goal is improvement; they want to escape from hardship; they value hope and luck). 2

Middle Majority — This category comprises the Mainstreamers (people whose goal is security; they want conformity and family responsibility; they value social acceptance), the Aspirers (people whose goal is to be seen as successful; they are motivated by envy; they value status) and the Succeeders (people whose goal is control and "material success"; they are motivated by achievement; they value recognition).

3

Innovators — This category comprises the Traditionals (people whose goal is selfidentity; they are motivated by rebellion and self-confidence; they value self-satisfaction) and the Reformers (people whose goal is social betterment; they are motivated by social conscience and moral certitude; they value self-esteem and social altruism).

Both the Global Scan and 4Cs systems were developed by companies primarily for their own internal uses, whereas the SRI VALS-2 program could be purchased at a fee. In Singapore, the first values and lifestyles study was conducted by Kau andYang (1991). Over 2000 Singaporeans in the age group of 15 to 40 years were surveyed on a wide range of subjects. Six groups of Singaporeans were identified based on two dimensions: their value perception and psychological motivation. The six groups were (1) Traditional Achievers (18.6%), (2) Searching Singles (18.3%), (3) Contemporary Motivators (15.6%), (4) Middle-of-the-Roaders (28.4%), (5) Individualists (14.5%), and (6) Laggards (4.6%). A second values and lifestyles survey with a sample of 1600 respondents was conducted in 1996 and the results reported in Kau, Tan, and Wirtz (1998). In this study, seven clusters of consumers were identified: (1) Traditional Family Oriented (16.0%), (2) New Age Family Oriented (13.9%), (3) Entrepreneurs (13.1%), (4) Aspirers (18.4%), (5) Materialists (14.3%), (6) Pragmatists (11.1%), and (7) Independents (13.1%). Each of these groups was found to possess different demographic backgrounds, values, beliefs, and lifestyles.

1.2

Survey Research Methodology

This section documents the research methodology for the large-scale representative survey of 1500 residents in Singapore. The development of the research instrument, sample selection, data collection, and analysis are described.

1.2.1

Questionnaire

development

The 2001 survey questionnaire was adapted and revised from the 1996 survey questionnaire. For both questionnaires, the researchers did a thorough

6

Understanding Singaporeans

review of past studies of values and lifestyles conducted by both academic researchers and commercial firms. Based on feedback from the 1996 study, the researchers held many discussions to decide what to include and exclude in the 2001 survey. More recent developments in scale construction and relevant topics were also incorporated into the questionnaire. For instance, as the use of the Internet has become more pervasive in commercial and private life, survey items measuring the extent of and concerns regarding Internet usage were included. Further improvements were made to the previous questionnaire to ensure that more relevant and comprehensive information was collected. For example, the various leisure activities were further categorized into sports, social/cultural activities, and so on. More items relating to societal consciousness were also incorporated for the 2001 survey. Finally, to facilitate longitudinal comparisons, most of the key items relating to satisfaction with various aspects of life and value orientations examined in 1996 were retained for the 2001 survey. The 2001 survey questionnaire was first drafted in English and pre-tested among a small group of potential respondents. Any ambiguities or inconsistencies were eUminated based on the feedback collected. The survey questionnaire was then translated into both Chinese and Malay in order to help respondents who were not familiar with English. This was completed by the market research firm that was tasked to conduct the fieldwork. The format of the 2001 survey questionnaire can be briefly described as follows. In Section 1,65 statements on the attitudes and values covering value orientations such as family values, entrepreneurship, materialism, and so on were included. Respondents were required to answer each statement using a Likert scale with 1 for "strongly disagree" to 6 for "strongly agree". In Section II, the List of Values as developed by Kahle (1988) was presented. Respondents were required to indicate the importance of each of the nine personal values listed using 1 for "not important at all" to 6 for "very important". In the same section, the respondents were asked to rate the importance of 16 things they aspired for most in life, using the same 6-point scale. The list included items such as freedom, friendship, good looks, and so on. In addition, they were asked to express their degree of satisfaction with aspects of life in general, such as money, friends, marriage, and job. Finally, respondents were asked to rate their degree of satisfaction with 22 aspects of life in Singapore. Opinions pertaining to satisfaction with life in general and life in Singapore were assessed using a 6-point scale with 1 for "very dissatisfied" to 6 for "very satisfied". In Section III, a variety of leisure activities were provided and the respondents were required to indicate if they engaged in these activities regularly. These activities included sports, social and cultural activities, selfimprovement classes, charity/social work, travel, home entertainment, and

Introduction and Research Methodology

7

others. Section IV dealt with the media habits of the respondents. Their viewing habits with regard to the types of television programs regularly watched were assessed. Similarly, their preferred radio programs, newspapers, and magazines were also determined. The respondents' Internet usage and online behavior were examined by questions listed in SectionV For instance, their purpose for using the Internet, types of products or services bought online, and the factors influencing their online buying behavior were determined. In the final section, Section VI, the demographic characteristics of the respondents were collected. The survey questionnaire consisted of 12 pages with scale items measuring over 420 variables. The list of variables included is shown in Table 1.1. Table I . I

Variables included in the study

Domain of study

Concepts/attributes included in the questionnaire

Values and attitudes

Family values Societal consciousness Status consciousness Traditionalism Materialism Entrepreneurial spirit E-orientation

Aspirations and life satisfaction

Relative importance of nine personal values Aspirations in life Overall satisfaction with 14 aspects of personal life Overall satisfaction with 22 aspects of life in Singapore

Activities and travel

Sports Social and cultural activities Self-improvement activities Charity/social work/community activities Travel H o m e entertainment activities Other activities

Media consumption

Types of TV programs watched regularly Types of radio programs listened to regularly Newspapers read regularly Magazines read regularly

Internet behavior

Reasons for accessing the Internet Types of Internet usage Online purchases made in the last six months Factors influencing usage of the Internet Concerns when using the Internet

Demographics

Of respondents Of household the respondent lives in

8

Understanding Singaporeans

Generally, the survey questionnaire is comprehensive and covers many aspects of the values and lifestyles of the respondents. 1.2.2

Sample selection and data collection

Following the practice of the two surveys conducted in 1991 and 1996 on the values and lifestyles of Singaporeans, a decision was made to employ a sample of 1500 respondents for the 2001 study. The data collection for this survey was commissioned to a reputable market research firm in Singapore, who maintained strict adherence to the principle of statistical sample selection. The firm was also involved in translation work (from English to Chinese and Malay), printing of questionnaires, data collection and quality control, data editing/scrutiny, data entry, and provision of the final raw data. The sample selection and data collection procedures undertaken were as follows: 1

The Household Listing Frame comprising over 2000 Primary Sampling Units (PSUs) or geographical areas was used. A stratified sample of 48 PSUs was selected according to housing type. Eighteen PSUs were chosen from the HDB l-3-room type and 26 PSUs were selected from HDB 4-room and S-room types. The remaining PSUs were from private housing.

2

A random sample of 1500 households was chosen from the 48 PSUs.

3

From each household, an adult (aged 15 years and above) was identified. The adult was selected based on quota specifications (i.e., gender age, race, housing type, and working status) as indicated in the data of the 2000 Singapore Census of Population.

4

All surveys were conducted face-to-face with the respondents at their homes from 8 September to 30 September 2001. A team of 25 interviewers was employed to conduct the fieldwork, Prior to the commencement of fieldwork, the interviewers attended the basic training session and the project briefing session organized by the market research firm.

5

About 10% of the completed interviews were recalled by the Field Supervisor and Executive of the market research firm to ensure data quality.

1.2.3

Data analysis

After the data collection, the data set was first subjected to frequency and cross-tabulation analysis to ensure that there were no data entry errors. The errors could be due to data entry problems or inconsistent answers provided by the respondents. For instance, responses which were outside the range permitted could be detected using frequency analysis. Possible inconsistent entries such as a 20 year old respondent indicating "retiree" as his/her occupation could be detected by cross-tabulation. However, there were very few errors of this nature thus ensuring the integrity of the data collected. The final data set was analyzed with SPSS Version 11. Statistical

Introduction and Research Methodology

9

techniques including factor analysis, cluster analysis, and analysis of variance were used to provide a thorough understanding of the data set collected.

1.3

S a m p l e Description

The demographic background of the respondents in this study is presented in Table 1.2. As indicated, almost all the respondents (92%) were citizens and only 8% were permanent residents. The gender balance was about equal. About 84% of the respondents were from the age group of 15 to 54 years of age. Almost six out of 10 respondents surveyed were married. Of those married with children, the average number of children they had was 2.29. Chinese respondents accounted for almost 80% of the total number interviewed, with 12% of Malays, 7% of Indians and the remaining (0.8%) from other ethnic groups. Respondents also came from different education groups, ranging from those with primary education or below (20%) to those with tertiary education and higher (12%). 1.3.1

Representativeness of sample

The representativeness of the sample was examined by comparing certain important demographic characteristics with those of the population at large according to the 2000 Singapore Census of Population. The variables examined included gender, age, ethnic group, and type of housing. The detailed comparisons are shown in Table 1.3. It was noted that the demographic characteristics of the sample and those of the population were very similar. As for the gender make-up, there was a good balance of males and females in the sample. The age distributions of the sample and population were, again quite close, although the population appeared to have a slighter older group. For instance, about onethird of the sample was aged 45 years and above. The corresponding figure for the population was higher at 39%. In terms of ethnicity, the Chinese were slightly over represented (79.6%) as compared to the population (76.8%). Nevertheless, the differences were small. As for the distribution of religion among the sampled respondents, the pattern was again not very different from that of the population as a whole. Finally, when the types of housing were compared, the spread of the sample was again similar to those of the population. As the characteristics of the sample were generally close to that of the population, the data was deemed representative and would subsequently be analyzed as such. N o weighting procedure was needed, unlike what was done for the survey completed in 1996.

10

Understanding Singaporeans Table 1.2

Demographic background of respondents

Sample description % of total

Citizenship Singapore Citizen Permanent Resident

91.9 8.1

Gender Male Female

50.6 49.4

Age 15-24 years 25-34 years 35-44 years 45-54 years 55—64 years 65 and above

18.2 23.7 24.7 17.5 8.7 7.1

Marital status Single Married Widowed Divorced

37.9 59.3 1.2 1.6

Do you have children} Yes No. of children 1 2 3 4 5 6 7 or more Mean No

27.6 38.7 20.9 7.5 3.1 0.6 1.5 2.29 46.0

Age oj youngest child 1—4 years 5—9 years 10-14 years 15-19 years 20-24 years 25-29 years 30-34 years 35 and above

15.4 18.3 15.0 15.8 12.2 7.7 7.9 7.7

Age of oldest child 1—4 years 5-9 years 10-14 years 15-19 years

6.8 13.1 13.7 11.3

54.0

Introduction and Research Methodology

11

Table 1.2 Continued Demographic background of respondents 20—24 years 25-29 years 30-34 years 35-39 years 40 and above

% of total 14.7 13.1 9.9 5.8 11.6

Mother tongue

English Malay Mandarin Tamil Cantonese Hokkien Teochew Hainanese Others

10.7 11.5 34.4 5.9 9.3 18.5 7.7 1.2 0.9

Ethnic group Chinese Malay Indian Others

79.6 12.3 7.3 0.8

Level of education Primary school and below Secondary school and Vocational Institute (Voc. Inst.) Junior college (JC) and polytechnic University graduate Postgraduate

19.7 38.4 30.1 11.1 0.8

Occupation Full time employee Part time employee Housewife Full time student Unemployed Self-employed Retiree

50.5 4.9 10.3 10.4 5.5 7.6 8.1

Status of career I just started my career I am advancing in my career I have reached a level of recognition I want to achieve I am successful now None of the above

15.1 43.8 16.1 4.4 20.6

Gross personal income Less than $1000 $1000 to $2000 $2001 to $3000

18.7 31.5 27.9

12

Understanding Singaporeans Table 1.2 Continued

Demographic background of respondents

% of total

$3001 to $5000 $5001 to $7500 $7501 to $10,000 $10,001 and above

14.6 4.2 2.6 0.5

Gross household income Less than $1000 $1000 to $2000 $2001 to $3000 $3001 to $5000 $5001 to $7500 $7501 to $10,000 $10,001 and above

7.2 15.7 23.7 26.8 15.6 6.7 4.3

Type of residence H D B 3 rooms or fewer HDB 4 rooms H D B 5 rooms or more H D B maisonette/executive flat HUDC Terrace house Condominium Semi-detached house Detached bungalow

28.1 36.7 23.9 0.1 0.1 5.5 2.8 2.3 0.5

Is residence ... ? Owned Rented Employer provided Others

92.9 3.2 0.1 3.8

Living with ... ? (multiple responses) Alone Spouse Children Parents/in-laws Grandparents Relatives Friends/others

4.9 55.1 49.5 41.9 5.4 4.1 3.7

Parents' religion Buddhism Taoism Islam Hinduism Christianity N o religion Others

49.0 12.4 11.7 5.5 11.2 9.0 1.2

Introduction and Research Methodology

13

Table 1.2 Continued Demographic background of respondents

% of total

Respondent's religion Buddhism Taoism Islam Hinduism Christianity N o religion Others

Table 1.3

41.0 8.5 11.7 5.5 14.9 17.4 0.9

Comparing survey data with national statistics

Demographics

Survey %

National %

Gender Male Female

50.6 49.4

49.9 50.1

Age group 15—24 years 25-34 years 35-44 years 45-54 years 55-64 years 65 and above

18.2 23.7 24.7 17.5 8.7 7.1

16.0 20.8 24.2 19.5 10.0 9.5

Ethnic group Chinese Malay Indian Others

79.6 12.3 7.3 0.8

76.8 13.9 7.9 1.4

Religion Buddhism Taoism Islam Hinduism Christianity N o religion Others

41.0 8.5 11.7 5.5 14.9 17.4 0.9

42.5 8.5 14.9 4.0 14.6 14.8 0.6

Type of housing H D B 3-room or fewer H D B 4-room H D B 5-room & Executive Condo. & Private Flats/houses Others

28.1 36.7 24.1 11.1 n.a.

30.7 33.2 24.1 11.1 0.9

Source: Department of Statistics, 2000 Singapore Census of Population.

14

1.4

I

Understanding Singaporeans

Research Methodology for Semi-Structured Interviews

The survey instrument was used as the primary research tool for data collection in this study on the values and lifestyles of Singaporeans. Its strength lies in its elicitation of information from a considerably large number of participants (usually a representative sample) and, therefore, a high level of generalizability to the population at large. However, the use of predetermined categories does not encourage participants to elaborate on their views towards the issues raised in the survey. To provide an added measure of richness and depth to our understanding of the values and lifestyles of Singaporeans, semi-structured interviews were used as a complementary research tool. Two demographic segments representing both ends of the age spectrum, that is, the elderly and the young adults, were selected for the semistructured interview phase of the study. As Singapore is a rapidly aging society, we wanted to explore the issues and concerns that elderly Singaporeans face in their twilight years. As for the young adult Singaporeans, they face a host of challenges living in a more globalized and competitive world. We were interested in discovering the issues and concerns they have surviving in such a dynamic environment. Using open-ended questions in carefully crafted interview guides, participants were given the freedom to express their beliefs, motivations, and experiences. The following sections describe the development of the interview guides, the interview data collection process and the subsequent analysis of interview data. 1.4.1

Interview guide development

Separate interview guides were developed for the two target segments of participants, that is, young adult Singaporeans (aged 24—29 years) and elderly Singaporeans (aged 60 years and above). In accordance with McCracken's (1988) "four-part method of inquiry", the preparatory work for the interview guide was a review of analytical and cultural categories in past literature. From this review, an inventory of possible research issues was established. The interview guides were pre-tested and revised where necessary to ensure that questions were clearly worded and had a good coverage of the research issues. "Grand tour" (i.e., open and non-directive) questions were used initially to allow participants to warm up to the interviews. Interview probes were used when necessary to elicit sharing in a natural manner. 1.4.2

Interview data collection

Purposive sampling was employed for this portion of the study. The samples were not chosen to represent the population of the elderly or the young

Introduction and Research Methodology

15

adults. Rather, the purpose was to gain access to the cultural categories and assumptions according to which participants construe the world, and to search for patterns of interrelationship among these categories (McCracken 1988). To gain a deeper understanding of the phenomenon being studied, it was more important to spend time with a few participants rather than to have a superficial interaction with many. Participants who matched the sample profile were recruited through networking with friends and acquaintances. Most of them were strangers whom the researchers had never met prior to the interviews. Twenty participants ranging in age from 60 to 78 years old were purposively sampled for the interviews with elderly Singaporeans. We selected English or Mandarin-speaking Chinese elderly participants who lived with at least one member of their families. In order to ensure maximum variation in this sample, participants with various religious beliefs, types of residences, and marital status were interviewed. Care was also taken to ensure that fulltime housewives, retirees, and working elderly were represented in the sample. A detailed participant profile can be found in Chapter 9. The interviews lasted from 25 to 135 minutes. The majority of the interviews were conducted at the participants' homes. All interviews were conducted in a oneto-one manner except for a couple that was interviewed together. Twenty single participants (ten males and ten females) aged 24 to 29 years old were purposively sampled for the interviews with young adult Singaporeans. A detailed participant profile can be found in Chapter 10 (for young adult Singaporeans). The one-to-one interviews lasted 45 to 105 minutes, with a majority of them being conducted in cafes at convenient locations. Informed consent was obtained from all participants prior to the interviews. The consent form informed the participants of the study's main purposes, their rights as participants, any potential risks and benefits, the interview process and related technicalities, and assurances of confidentiality. All interviews were taped and transcribed. The transcripts for the interviews with the elderly and young adults totalled 400 and 360 pages, respectively (usingTimes Roman 12 point font, 1.5 line spacing). All participants received a copy of their interview transcripts to verify that what they said was transcribed accurately. They were also requested to provide further feedback, clarifications, and comments. These verbatim transcripts served as the data sets for analysis and interpretation. 1.4.3

Interview

data

analysis

The interpretive process employed a part-to-whole mode of interpretation, known as the hermeneutic circle (Thompson et al. 1989). In the first phase,

16

Understanding Singaporeans

each transcript was closely read several times to obtain a holistic understanding of the individual interview and the key issues and concerns for each participant. Second, the researchers read across all the transcripts to examine whether there were meaningful similarities or differences among the participants. Themes that were established with an idiographic reading of each individual transcript were further revised and/or reinforced as interpretation was done on an across-transcript basis. Global themes (i.e., commonalities that were supported by individual transcripts) were finally identified across the interviews. This was done to describe common patterns in experiences and not solely to attain convergent validation. While analyzing and interpreting the data, the researchers relied on the participants' own terms, that is, the language used by an individual to express meanings unique to himself or herself. Descriptions of salient concerns and experiences are given in the participants' own words. This emic perspective precluded the researchers from imposing any predetermined conceptual definitions on the meanings brought forth by the participants. The analysis and interpretation of the interview texts also incorporated an understanding of the economic and socio-cultural context that the participants are immersed in as citizens and permanent residents of Singapore. The themes that emerged from this analysis will be presented in Chapters 9 (for elderly Singaporeans) and 10 (young adult Singaporeans). Whenever possible, quotes from the participants have not been extensively edited to preserve the idiosyncratic essence of their narratives. Pseudonyms are used for all the participants to maintain strict confidentiality.

1.5

Summary

This study is a continuation of earlier studies conducted in 1989 and 1996 respectively. A randomly selected sample of 1500 residents in Singapore was surveyed. The sample was found to be representative of the national population. A structured questionnaire consisting of 12 pages was used in the survey. Many questions about values and lifestyles were asked, including questions about the respondent's values, attitudes, aspirations in life, satisfaction with life, media habits, types of social and leisure activities engaged in, and use of the Internet. The demographic characteristics of the respondents were collected to facilitate more in-depth analysis. Semi-structured interviews were also conducted with elderly and young adult Singaporeans to provide additional insights into these two demographic segments.

2 Value Orientations

This chapter examines the survey findings pertaining to Singaporeans' value orientations on family, society, status, tradition, materialism, and entrepreneurship. These six values were measured on a 6-point Likert scale using various psychographic statements. Singaporeans' perception and attitude towards each value will be discussed in detail in the subsequent sections. Comparisons will also be made across selected demographic segments, namely gender, age, marital status, educational level, and personal income. The chapter then concludes with a summary and implications of the findings.

2.1

Family Values

Families all over the world are exposed to value systems which undermine family life. The Singapore Government appreciates the need to recognize and promote values which uphold the importance of family ties and did so by launching the Family Values campaign in 1994. The five shared family values that would enhance the well-being of families and undergird the progress of Singapore were identified as: (1) love, care, and concern; (2) mutual respect; (3) filial responsibility; (4) commitment; and (5) communication. Based on these values, we derived seven statements to measure Singaporeans' family value orientation for our study (Table 2.1).

18

Understanding Singaporeans Table 2.1

1. 2. 3. 4. 5. 6. 7.

Statements on family values

Family love makes a person feel appreciated and treasured. Family members should communicate openly and honestly with each other. Family members should stand by one another through the ups and downs in life. One should honor one's parents and grandparents. Family members should be prepared to make sacrifices to help each other. One should support one's parents in their old age. One should strive to provide the best for one's children.

2.1.1

Overview of family values

Overall, our survey showed that Singaporeans were highly family oriented, as evidenced by the high composite score of 4.69 on a 6-point scale (see Table 2.2). It was heartening to note that Singaporeans, despite their busy schedules, strongly believed that "family love makes a person feel appreciated and treasured" (4.83). It was also encouraging to note that in this modern competitive society, Singaporeans still strongly subscribed to the traditional value of supporting one's parents in their old age (4.76) and honoring them (4.73).

Table 2.2

Scores for family values

Statements

Mean score

A. B. C. D. E. F. G.

Family love makes a person feel appreciated and treasured. One should support one's parents in their old age. Family members should cherish one another and show mutual love. One should honor one's parents and grandparents. Family members should communicate openly and honestly with each other. Family members should be prepared to make sacrifices to help each other. One should strive to provide the best for one's children.

4.83 4.76 4.73 4.70 4.69 4.61 4.54

Family values (composite score)

4.69

2.1.2

Family values by demographic background

Table 2.3 shows that adherence to family values did not vary significantly across age groups, gender, marital status, and income groups, except for educational level. As shown in Table 2.3, those with tertiary education and above scored marginally lower in terms of overall family values (composite score), than those with secondary school or vocational education and below. Thus, our results confirmed that the seven identified family values are truly shared values of Singaporeans.

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Understanding Singaporeans

2.2

Societal Consciousness

The nine statements shown in Table 2.4 were used to measure Singaporeans' societal consciousness in various aspects, ranging from being environmentally conscious to caring for other less fortunate Singaporeans. 2.2.1

Overview

of societal consciousness

Overall, Singaporeans' societal consciousness was quite high, with a mean composite score of 4.09 out of a 6-point scale for the above statements (see Table 2.5). A large part of this consciousness comprised contributing to charity either in terms of money or efforts in raising money, as the top two scores in Table 2.5 show. Table 2.4

Statements on societal consciousness

1. I would be willing to use a non-polluting detergent even if I have my laundry less white. 2. I am willing to do volunteer work on a regular basis. 3. I would be willing to bring my own bags for shopping to reduce the use of non-recyclable bags. 4. I usually buy products that use recyclable packaging. 5. I will stop buying my favorite brand if I know the company producing it was polluting the environment. 6. I often find time to be involved in community or charity work. 7. I often donate money for charitable causes. 8. I feel I should do my part to help raise funds for charity. 9. I am willing to pay more for products that are friendly to the environment.

Table 2.5

Societal consciousness scores

Statements A. B. C. D. E. F. G. H. I.

I feel I should do my part to help raise funds for charity. I often donate money for charitable causes. I will stop buying my favorite brand if I know the company producing it was polluting the environment. I am willing to pay more for products that are friendly to the environment. I usually buy products that use recyclable packaging. I would be willing to use a non-polluting detergent even if I have my laundry less white. I am willing to do volunteer work on a regular basis. I often find time to be involved in community or charity work. I would be willing to bring my own bags for shopping to reduce the use of non-recyclable bags. Societal consciousness (composite score)

Mean score 4.27 4.14 4.12 4.10 4.04 4.01 3.93 3.90 3.90 4.09

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22

Understanding Singaporeans

2.2.2

Societal consciousness by demographic background

In terms of demographical differences, only the young Singaporeans (aged 1 5 - 24 years) were highly societally conscious, as shown in Table 2.6 on the preceding page. Male and female Singaporeans and married or unmarried Singaporeans did not differ on societal consciousness. However, there was a clear divide in terms of education: Singaporeans with secondary and below education were less societally conscious than those with at least junior college education. This shows that education can play a role in encouraging Singaporeans to care more for the society and their environment. Since education correlated highly with income, it was not surprising to find that the higher the personal income of Singaporeans, the higher their societal consciousness.

2.3

Status Consciousness

The five statements in Table 2.7 were used to measure Singaporeans' status consciousness. Table 2.7

Statements on status consciousness

1. 2. 3. 4.

I like to own things that impress people. I usually look out for well-known brands to reflect my status in life. I admire people who own expensive homes, cars, and clothes. I feel good if the credit card I use gives the impression of high status with exclusive privileges. 5. My social status is an important part of my life.

2.3.1

Overview of status consciousness

It appears that Singaporeans do not really pay a lot of attention to status: the mean composite score for the above statements was only 3.94 on a 6-point scale (see Table 2.8). The top three scores in Table 2.8 highlight clearly in what aspects Singaporeans are status conscious. 2.3.2

Status consciousness by demographic background

Demographically, our study showed that the young (aged 15-24 years), male, single, and well educated (at least junior college education) Singaporeans with a high personal income (more than $3000), tended to be more status conscious than the rest of the population (see Table 2.9).

Value Orientations Table 2.8

23

Status consciousness scores

Statements

Mean score

A. B. C. D.

My social status is an important part of my life. I like to own things that impress people. I admire people who own expensive homes, cars, and clothes. I feel good if the credit card I use gives the impression of high status with exclusive privileges. E. I usually look out for well-known brands to reflect my status in life.

3.84 3.94

Status consciousness (composite score)

Table 2.9

4.12 3.94 3.89 3.85

Status consciousness by demographics Difference in composite scores

Statements on status consciousness A*

B

C

Gender Male Female

4.15 4.04

3.99 3.87

3.94 3.76

3.89 3.86 3.80 3.82

3.98 3.88

Age 15-24 years 25-34 years 35-44 years 45—54 years 55-64 years 65 and above

4.27 4.13 4.11 4.05 3.89 3.85

4.08 3.91 3.96 3.92 3.71 3.86

4.01 3.97 4.01 3.86 3.79 3.77 3.86 3.90 3.84 3.84 3.90 3.81 3.63 3.50 3.72 3.73 3.75 3.71

4.07 3.89 3.94 3.93 3.69 3.80

Marital Status Single Married

4.21 4.01 4.04 3.91

3.97 3.79

3.93 3.91 3.81 3.81

4.00 3.87

Education Primary and below Sec/vocational JC/polytechnic University/postgrad

3.85 3.71 3.60 3.55 3.63 4.09 3.92 3.78 3.78 3.80 4.24 4.04 4.05 4.03 3.98 4.16 4.06 4.01 4.05 3.94

Personal Income <$1000 $1000-$2000 $2001-$3000 $3001-$5000 $5001 and above

4.09 4.10 4.17 4.29 4.20

4.00 3.94 3.89 3.84 4.01 3.92 4.10 4.05 4.36 4.42

D

3.78 3.69 3.99 4.10 4.07

*A—E refers to the five statements in Table 2.8.

E

3.90 3.80 3.81 4.00 4.29

Composite score

F-statistics

Significance

7.388

0.007

4.952

0.000

10.513

0.001

3.67 3.87 4.07 4.04

18.585

0.000

3.94 3.86 3.98 4.11 4.26

5.895

0.000

Understanding Singaporeans

24

The least status conscious Singaporeans were likely to be married females aged 55—64 years, with primary and below education, and earning less than $2000 personal income.

2.4

Traditionalism

The five statements in Table 2.10 were used to measure Singaporeans' traditionalism. Table 2.10 1. 2. 3. 4. 5.

2.4.1

Statements on traditionalism

It is wrong to have sex before marriage. I like to stick to traditional ways of doing things. I celebrate festivals in the traditional way. Divorce is unacceptable. Religion is an important part of my life.

Overview of traditionalism

The mean composite score for the above statements was 4.21 on a 6-point scale, thus making Singaporeans fairly traditional (see Table 2.11). To be traditional in this respect meant that Singaporeans liked to stick to traditional ways of doing things, including celebrating festivals and being religious, as the top three scores in Table 2.11 show. Singaporeans' traditionalism also included negative attitudes towards divorce and pre-marital sex. Table 2.1 I

Traditionalism

Statements A. B. C. D. E.

Mean score

I celebrate festivals in the traditional way. I like to stick to traditional way of doing things. Religion is an important part of my life. Divorce is unacceptable. It is wrong to have sex before marriage.

4.30 4.17 4.17 4.13 4.12

Traditionalism (composite score)

4.21

2.4.2

Traditionalism by demographic background

According to our findings, a tradition-oriented Singaporean could be male or female, married, aged 65 years and above, and educated only up to primary school level with a personal income of less than $1000 (see Table 2.12).

Value Orientations Table 2.12

25

Traditionalism by demographics

Statements on traditionalism

A*

D

E

Composite Score

Difference in composite scores F-statistics

Significance

1.533

0.216

8.211

0.000

24.303

0.000

Gender Male Female

4.26 4.34

4.19 4.16 4.15 4.17

4.11 4.05 4.14 4.20

4.15 4.20

Age 15-24 years 25-34 years 35—44 years 45—54 years 55-64 years 65 and above

4.19 4.13 4.33 4.52 4.26 4.55

4.00 4.05 4.18 4.30 4.16 4.62

4.13 4.11 4.19 4.22 4.17 4.24

4.05 4.04 4.15 4.27 4.04 4.31

4.06 3.97 4.09 4.22 4.22 4.52

4.09 4.06 4.19 4.31 4.17 4.45

Marital status Single Married

4.15 4.40

4.00 4.12 4.28 4.21

4.04 4.20

4.05 4.18

4.07 4.25

Education Primary and below Sec/vocational JC/polytechnic University/postgrad

4.40 4.26 4.25 4.36

4.40 4.12 4.07 4.19

4.17 4.16 4.18 4.16

4.18 4.09 4.14 4.14

4.34 4.06 4.05 4.15

4.30 4.14 4.14 4.20

4.143

0.006

Personal income <$1000 $1000-$2000 $2001-$3000 $3001-$5000 $5001 and above

4.47 4.21 4.27 4.41 4.71

4.39 4.07 4.10 4.26 4.38

4.33 4.13 4.14 4.28 4.29

4.24 4.06 4.11 4.19 4.24

4.32 4.07 4.08 4.15 3.87

4.35 4.11 4.14 4.26 4.26

4.596

0.001

*A—E refers to the five statements in Table 2.11.

Conversely, the least tradition oriented Singaporean was below 35 years of age, male or female, single, well educated with personal incomes in the range $1000-$3000.

2.5

Materialism

Singaporeans' level of materialism was measured in terms of the three statements in Table 2.13.

26

Understanding Singaporeans Table 2.13

Statements on materialism

1. Money is the most important thing to consider in a job. 2. If I had to choose between more money and leisure, I would choose more money. 3. Money can solve most people's problems.

2.5.1

Overview of

materialism

Although earlier findings showed that Singaporeans were not that status conscious, a mean composite score of 4.28 on a 6-point scale suggested that Singaporeans were materialistic (see Table 2.14). The materialistic Singaporean was most concerned with money when choosing a job and believed money could solve most people's problems. Table 2.14

Materialism scores

Statements

Mean score

A. Money is the most important thing to consider in choosing a job. B. Money can solve most people's problems. C. If I had to choose between more money and leisure, I would choose more money. Materialism (composite score)

2.5.2

Materialism

by demographic

4.31 4.30 4.24 4. 28

background

It was interesting to note that the most materialistic Singaporean was likely to be a male Singaporean in the 15 to 24 years age group, with a secondary/ vocational educational background (see Table 2.15).

2.6

Entrepreneurial Spirit

The three statements in Table 2.16 were used in our study to measure Singaporeans' entrepreneurial spirit. 2.6.1

Overview of entrepreneurial

spirit

Singaporeans were shown to be entrepreneurial after all, as the mean composite score for the above statements was 4.22 on a 6-point scale (see Table 2.17). The entrepreneurial Singaporean scored high on self-confidence and focused on realizing one's fullest potential than on monetary returns.

Value Orientations Table 2.15

27

Materialism by demographics

Statements on materialism

Difference in composite scores

A*

B

C

Composite score

Gender Male Female

4.36 4.26

4.36 4.24

4.28 4.20

Age 15-24 years 25—34 years 35-44 years 45—54 years 55—64 years 65 and above

4.43 4.38 4.32 4.22 4.11 4.20

4.33 4.31 4.22 4.43 4.14 4.42

Marital status Single Married

4.37 4.29

Education Primary and below Sec/vocational JC/polytechnic University/postgrad Personal income <$1000 $1000-$2000 $2001-$3000 $3001-$5000 $5001 and above

F-statistics

Significance

4.34 4.23

8.142

0.004

4.34 4.32 4.23 4.26 3.96 4.06

4.37 4.34 4.26 4.31 4.07 4.23

4.074

0.001

4.27 4.34

4.30 4.21

4.31 4.28

0.718

0.397

4.24 4.35 4.34 4.23

4.33 4.34 4.26 4.24

4.13 4.32 4.24 4.19

4.23 4.34 4.28 4.22

2.329

0.073

4.35 4.35 4.33 4.40 4.31

4.45 4.27 4.33 4.40 4.44

4.34 4.34 4.23 4.35 4.31

4.38 4.32 4.30 4.38 4.35

0.615

0.652

*A—C refers to the three statements in Table 2.14. Table 2.16

Statements on entrepreneurial spirit

1. I have more self-confidence than most people. 2. I am creative and resourceful in solving problems. 3. To me, realizing my fullest potential is more important than monetary rewards. Table 2.17

Entrepreneurial spirit scores

Statements A. I have more self-confidence than most people. B. To me, realizing my fullest potential is more important than monetary rewards. C. I am creative and resourceful in solving problems. Entrepreneurial spirit (composite score)

Mean score 4.22 4.22 4.14 4.22

Understanding Singaporeans

28

2.6.2

Entrepreneurial spirit by demographic background

Entrepreneurs were largely young male Singaporeans (below 45 years of age), whether married or single, with at least secondary school education, and drawing a personal income of more than $3000 per month (see Table 2.18). Table 2.18

Entrepreneurial spirit by demographics

Statements on entrepreneurial spirit A*

B

C

Composite score

Gender Male Female

4.25 4.19

4.27 4.16

4.20 4.08

4.24 4.14

Age 15—24 years 25-34 years 35—44 years 45-54 years 55-64 years 65 and above

4.23 4.22 4.27 4.24 4.08 4.09

4.26 4.27 4.30 4.16 4.01 4.00

4.21 4.23 4.12 4.18 3.91 3.91

4.24 4.24 4.23 4.19 3.99 4.00

Marital status Single Married

4.21 4.23

4.26 4.19

4.15 4.14

4.21 4.19

Education Primary and below Sec/vocational JC/polytechnic University /postgrad

4.14 4.24 4.21 4.30

4.06 4.25 4.26 4.25

3.93 4.16 4.19 4.28

Personal income <$1000 $1000-$2000 $2001-$3000 $3001-$5000 $5001 and above

4.23 4.13 4.24 4.51 4.67

4.18 4.31 4.24 4.34 4.51

4.07 4.04 4.18 4.41 4.49

Difference in composite scores F-statistics

Significance

8.937

0.003

5.664

0.000

0.310

0.578

4.04 4.22 4.22 4.28

7.338

0.000

4.16 4.16 4.22 4.42 4.50

8.900

0.000

*A—C refers to the three statements in Table 2.17.

2.7

S u m m a r y and Implications

This section briefly highlights the survey findings on the value orientations of Singaporeans and discussed some of the implications for policy makers. Without doubt, Singaporeans are pro-family, as evidenced by the high scores for Family Values. Interestingly, our results implied that the more

Value Orientations

29

educated a Singaporean is, the less family-oriented he/she is. Perhaps this is because these Singaporeans are all caught up with looking after their material well-being. Our survey shows Singaporeans scoring high on Materialism and this orientation is particularly high among the younger Singaporeans. Policy makers have succeeded in promoting Family Values via the Family Values campaign that started in 1994 but our results show that perhaps the next stage of the campaign needs to address the issue of how to convince more educated Singaporeans to be pro-family while not sacrificing their material well-being. Perhaps this could be done through linkages with religion, as our study shows that Singaporeans place a strong emphasis on religion in their orientation towards Traditionalism. Generally, Singaporeans are societalfy conscious, but our study reveals that more needs to be done to educate the lower educated Singaporeans to care more about the society and the environment. This means that the relevant charitable organizations and policy makers may need to re-examine their publicity and promotional programmes to make sure that they reach out to these audiences. There is no lack of entrepreneurial spirit among the Singaporeans we surveyed, especially among those with secondary and higher education. However, more needs to be done to encourage entrepreneurialism among females as our study shows that entrepreneurs are more likely to be male. Perhaps successful female entrepreneurs in Singapore can set up an organization to promote entrepreneurship and be mentors to young enterprising female Singaporeans.

This page is intentionally left blank

3 Personal Values and Life Aspirations

In this chapter, the primary aim is to investigate the personal values and general aspirations of Singaporeans. The analysis will cover the varying importance attached to a list of personal values, and the choice of things deemed most important in life.

3.1

Personal Values

Based on the list of personal values developed by Kahle (1988), the respondents in our study were requested to assess the importance of these values to themselves personally, using a scale of 1 ("not important at all") to 6 ("very important"). The nine personal values are as follows: 1

Self-respect

2

Security

3

Being well-respected

4

Warm relationships with others

5

Sense of accomplishment

6

Self-fulfilment

7

Sense of belonging

8

Fun and enjoyment in life

9

Excitement

Table 3.1 shows the percentage distribution of the degrees of importance as assessed by the respondents and the corresponding average values. The

32

Understanding Singaporeans Table 3.1

1 Warm relationships with others 2 Self-respect 3 Being well-respected 4 Self-fulfilment 5 Security 6 Sense of accomplishment 7 Fun and enjoyment in life 8 Sense of belonging 9 Excitement

Importance of personal values in life

1 (Not important at all) (%)

2 (%)

3 (%)

4 (%)

5 (%)

6 (Very important) (%)

Mean

0.0

1.4

4.5

23.6

51.0

19.5

4.83

0.0 0.0

1.2 1.9

4.3 6.6

24.3 24.5

52.3 46.8

17.8 20.3

4.81 4.77

0.1 0.1 0.1

1.1 1.8 1.1

6.1 5.3 7.2

24.9 27.2 26.5

51.1 49.5 50.1

16.7 16.1 14.9

4.76 4.73 4.70

0.0

1.7

7.5

28.9

48.2

13.6

4.64

0.1

1.3

5.3

35.7

J6.3

11.3

4.61

0.3

2.3

10.9

33.1

41.2

12.2

4.49

items are listed in accordance with the mean importance of the various values. It was noted that the personal value with the highest mean (4.83) was that of having "warm relationships with others". This fitted in with the general cultural value of an Asian society like Singapore. The second ranked value with a mean of 4.81 was that of "self-respect". This was followed by the value of "being well-respected". The least important value as deemed by the respondents was "excitement". It had a mean value of only 4.49 and was significantly lower than that of the second least important value of "sense of belonging" which had a mean of 4.61. With the exception of the value "excitement", the difference between the largest and smallest mean values among the remaining eight personal values had a magnitude of only 0.22.

3.2

Longitudinal Comparison of Personal Values (1996 versus 2001)

A longitudinal comparison of the importance attached to the various personal values between 1996 and 2001 was conducted along three dimensions. First, the order of the importance of the personal values in the two years was examined. Second, the magnitude of the percentage attached to the importance was investigated. Finally, the changes in the mean values were analyzed.

Personal Values and Life Aspirations Table 3.2

33

Longitudinal comparison of personal values (1996 versus 2001)* 1996 (%)+

Self-respect Security Being well-respected Warm relationships with others Sense of accomplishment Self-fulfilment Sense of belonging Fun and enjoyment in life Excitement

89.3 83.8 80.0 79.0 78.5 76.4 69.7 67.9 46.7

2001 (%)

Change

70.1 65.6 67.1 70.5 65.0 67.8 57.6 61.8 53.4

-19.2 -18.2 -12.9 -8.5 -13.5 -8.6 -12.1 -6.1 + 6.7

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. ^ Source: Seven Faces of Singaporeans, p. 116.

In the 1996 study, about nine out of 10 (or 89.3%) of the respondents considered "self-respect" as either important or very important, the topmost among the nine values. In 2001, only about seven out of 10 (or 70.1%) shared the same feelings. It was ranked second after "warm relationships with others". This top ranking value in 2001 was picked by 70.5% of the respondents as either important or very important. Nevertheless, it was ranked fourth in the 1996 survey. It is therefore evident that the respondents in these two surveys (1996 and 2001) differed in their opinions as to which of the nine values were important. As shown in Table 3.2, not only did the rankings of the various personal values change between the two years under comparison, there were also significant reductions in the percentages themselves. For instance, whereas "self-respect" garnered support from almost 90% of the respondents in 1996, the comparative percentage dropped to 70% in 2001. These reductions were also observed with the other seven values, with the exception of "excitement". It increased by 6.7%, from 46.7% to 53.4%. Another interesting observation was the convergence of the importance scores accorded to the values between the two surveys. While the difference between the most important value (89.3%) and the least important value (46.7%) in 1996 was 42.6 percentage points, the difference narrowed to only 17.1 percentage points in 2001.

3.3

Personal Values by D e m o g r a p h i c Background

This section will discuss the variations in the importance attached to different personal values and how they differed from person to person by their demographic background.

34

3.3.1

Understanding Singaporeans

Gender

It is generally envisaged that men are different from women in many respects. In the importance attached to different personal values, it was found that the differences between men and women were very small, as was shown in Table 3.3. The rankings of the various values in terms of the magnitudes of the percentages for men and women were almost the same, with only a slight difference in the case of the first and second ranked personal values. For instance, while men attached the greatest importance to "warm relationships with others", women ranked "self-respect" higher. The percentage for men was 73% for "warm relationships" as compared to 69% for "self-respect" for women. Both groups also gave "excitement" the lowest importance, with 54% given by men and 53% by women. Table 3.3

Importance of personal values by gender*

Base (rtf Warm relationships with others Self-respect Self-fulfilment Being well respected Sense of accomplishment Security Fun and enjoyment in life Sense of belonging Excitement

Male (%)

Female (%)

759 73.0 71.7 68.5 67.6 66.5 65.0 62.8 59.0 54.0

741 68.0 68.6 67.3 66.5 63.6 66.1 60.8 56.1 52.8

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. t Base (n) refers to the number of respondents in the sample.

3.3.2

Marital status

Would your marital status change your perception of the importance of various personal values? Table 3.4 shows that it did especially for certain types of values that are more single-status oriented. For instance, a single person was more likely to want more "fun and enjoyment in life" (66% versus 60%) and "excitement" (58% versus 52%) as compared to a married person. On the other hand, a married person viewed "security" as of greater importance than their single counterparts (67% versus 64%). On the whole, the rankings of the different values remained very similar across the two marital status groups.

Personal Values and Life Aspirations Table 3.4

35

Importance of personal values by marital status*

Base {rift Warm relationships with others Self-respect Self-fulfilment Sense of accomplishment Being well respected Fun and enjoyment in life Security Sense of belonging Excitement

Single (%)

Married (%)

568 73.0 72.2 70.3 67.4 67.2 65.6 63.7 57.6 57.6

890 69.2 69.4 66.8 64.1 67.4 60.1 67.0 58.2 51.7

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. t Base (n) refers to the number of respondents in the sample.

3.3.3

Ethnic groups

In general, it was noted that there were differences in terms of the importance attached to personal values by the various ethnic groups, as indicated in Table 3.5. It appeared that while a greater percentage of the Chinese attached importance to these values, the Malays seemed to attach a comparatively lower importance to them. The Indians were noted to be in the middle. For instance, the percentage of Chinese who attached "important" or "very important" to "warm relationships with others" was 72%; the comparative figure was only 66% for Malays and Indians. On the other hand, for the lowest ranking value of "excitement", the percentage was 55% for Chinese while the corresponding figures were 48% for Malays and 47% for Indians, respectively. It was also noted that Indians attached a greater importance to two values compared to the other two ethnic groups. These were "security" and "sense of belonging".

3.3.4

Age groups

Different age groups attached different degrees of importance to the various personal values, as shown in Table 3.6. For the youngest group (aged 15—24 years), almost three-quarters of them (74%) regarded having "warm relationships with others" as either important or very important. The choices of their second and third most important values were, respectively, "self-fulfilment" and "self-respect". For the next age group (25—34 years), the three important values were "warm relationships with others", "selfrespect" and "being well-respected". For those aged 35 to 44 years, the rank

36

Understanding Singaporeans Table 3.5

Importance of personal values by ethnic group* Chinese (%)

Malay (%)

Indian (%)

1194 72.2 71.4 70.1 68.5 67.0 66.2 63.5 58.2 55.1

184 66.3 63.6 59.8 61.4 56.5 63.6 54.9 52.1 47.8

110 65.5 70.0 58.2 63.7 60.0 68.2 56.3 66.3 47.3

Base («)t Warm relationships with others Self-respect Self-fulfilment Being well respected Sense of accomplishment Security Fun and enjoyment in life Sense of belonging Excitement

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. t Base («) refers to the number of respondents in the sample.

Table 3.6

Base (rift Warm relationships with others Self-fulfilment Self-respect Fun and enjoyment in life Sense of accomplishment Being well respected Security Excitement Sense of belonging

Importance of personal values by age group* 15-24

25-34

35-44

45-54

55-64

65 & above

(%)

(%)

(%)

(%)

(%)

(%)

273 74.0

356 75.9

371 69.2

263 65.4

131 64.1

106 68.8

72.9 71.8 71.7

70.2 74.7 62.1

66.6 69.2 62.3

70.0 69.2 59.3

54.2 61.8 51.1

63.2 66.0 52.9

68.1 64.9 64.1 63.0 58.2

68.8 71.6 68.8 53.0 62.4

65.0 70.6 65.5 54.4 58.8

66.9 64.7 63.9 46.7 56.7

52.7 57.3 63.4 46.5 47.3

55.7 63.3 66.0 51.0 50.9

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. t Base (n) refers to the number of respondents in the sample.

order of their choice of the personal values was different from the rest. To them, "being well respected" was deemed to be of greater significance, followed by "warm relationships with others" and "self-respect". For those aged 45 to 54 years, "self-fulfilment", "self-respect" and "sense of accomplishment" were the top three personal values. For the two oldest age groups (55—64 years and those aged 65 years and above), "warm relationships with others" was still the top choice.

Personal Values and Life Aspirations

37

As for the importance attached to each individual value, almost 76% of those aged 25 to 34 years regarded "warm relationships" as either important or very important. However, only 64% of those aged 55 to 64 years felt the same way. The varying degrees of importance attached to different values were also evident for other values. The most striking observation was that, for every value shown, those aged 55 to 64 years appeared to give the lowest percentages to each of them. Another interesting finding was that although having "warm relationships" was deemed to be of great importance, having "a sense of belonging" was not so. This might be an indication of the people wanting to be more independent while maintaining "warm relationships with others". 3.3.5

Education

Table 3.7 shows the importance of personal values as perceived by people with different levels of educational attainment. For those with primary or secondary education, the most prized value was having "warm relationships with others" and they cared least about "excitement". As for people with junior college education, they wanted "self-respect" most and regarded "excitement" as of lesser importance. For those with tertiary education, they favored "self-fulfilment" most and regarded "sense of belonging" as of least significance. Upon examining the individual values in detail, it was found that "warm relationships with others", "being well respected", and "security" Table 3.7

Base («)t Warm relationships with others Being well respected Security Self-respect Self-fulfilment Sense of accomplishment Fun and enjoyment in life Sense of belonging Excitement

Importance of personal values by education* Primary &

Secondary &

JC &

University &

b e l o w (%)

v o c . inst. (%)

p o l y t e c h n i c (%)

above (%)

296 73.0

576 73.8

451 66.5

177 66.1

70.7 69.9 68.6 65.5 61.8 57.7

68.2 69.3 71.9 68.6 69.8 62.5

63.4 61.0 69.2 67.2 62.5 63.6

66.7 58.2 69.5 71.2 61.6 61.6

55.5 45.2

59.4 53.1

58.5 57.9

53.1 56.5

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. "i* Base (n) refers to the number of respondents in the sample.

38

Understanding Singaporeans

were favoured more by those with secondary education or lower. However, "self-fulfilment" was favored by people with at least a tertiary qualification. It was also interesting to note that "sense of belonging" was favored by those with secondary or junior college level of education. Finally, "excitement" as a value was chosen slightly more by those -with junior college or tertiary education. 3.3.6

Personal

income

It was noted that people with different personal incomes rated the importance of the values differently (see Table 3.8). For those earning less than $1000 a month, they appeared to value "self-respect" the most and "sense of belonging" the least. For those who were earning $1001 to $2000, their most important value was having "a sense of accomplishment" and "excitement" was of least importance. Those reporting an income of $2001 to $3000, valued "warm relationships with others" the most. While "self-fulfilment" was favoured by those earning $3001 to $5000, the highest income group (earning more than $5000) preferred "self-respect". Almost four out of five of the respondents in this group made this choice. On the whole, it was also noted that the high-income earners (those earning more than $5000) accorded greater importance to most of the values. For example, those earning $5001 and above had the largest percentage

Table 3.8

Base (n)t Self-respect Being well respected Self-fulfilment Sense of accomplishment Warm relationships with others Fun and enjoyment in life Security Excitement Sense of belonging

Importance of personal values by personal income* <$1000 $1001-$2000

$2001-$3000 $3001-$5000

(%)

(%)

(%)

(%)

>$5001

(%)

199 72.9 69.3 66.8 65.3 64.8

336 68.4 68.7 66.1 69.1 68.7

297 67.0 64.3 68.0 60.3 71.0

155 73.6 75.5 76.8 74.2 74.9

78 80.8 71.8 78.2 75.7 75.6

61.3

60.2

58.6

64.5

79.5

60.3 55.8 52.3

64.5 50.9 59.2

63.6 51.5 54.2

67.7 54.9 65.2

61.6 73.1 62.8

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group. "i" Base (n) refers to the number of respondents in the sample.

Personal Values and Life Aspirations

39

of respondents choosing six out of the nine values. Another interesting observation about this group was that they were keener to have "excitement" in life as compared to the other four income groups. About 73% of them regarded "excitement" as important or very important, compared to the range of 51 to 56% for the other groups.

3.4

Summary and Implications — Personal Values

Of the nine personal values listed, "warm relationships with others" "was given the highest importance, followed by "self respect", "being well respected", and "self-fulfilment". Respondents gave the lowest priority to having "excitement". It was also of interest to note that while they embraced "warm relationships with others", they gave lower score to having "a sense of belonging". This indicates that while Singaporeans are keen to maintain warm relationships with others, they do not feel it is necessary to cultivate a sense of belonging. This signifies that Singaporeans are becoming more individualistic. The importance attached to different personal values also varied among Singaporeans with different demographic backgrounds. A more communalistic value such as "warm relationships with others" was generally favoured by those who were males, singles, young (aged below 35 years), or with secondary education or lower. However, more individualistic values such as "sense of accomplishment", "excitement", and "fun and enjoyment in life" were embraced by those who had a better education (JC and above) or possessed the highest incomes. This trend may seem inevitable as Singapore becomes more affluent. However, it is imperative that group-oriented values such as maintaining "warm relationships with others" and developing "a sense of belonging" should be cherished to portray our Asian heritage. To policy planners and marketers, such adherence to various personal values has important implications. For instance, there was a reduced importance attached to most values between 1996 and 2001. Should actions be taken by social policy makers to address a decrease in the "sense of belonging" of the population through campaigning? On the other hand, those who are single attach greater importance to "warm relationships with others" and "excitement". Marketers can, therefore, stress the importance of such values in their advertising campaigns. Similarly, differences in the importance attached to various values by people from different racial, age, and income background can be usefully exploited for products and services to gain better market acceptance.

Understanding Singaporeans

40

3.5

Life Aspirations (Things Wanted Most in Life)

In this section, the discussion focuses on the things Singaporeans want most in life and the degree of importance attached to each of these. In the survey, each respondent was given a list of 16 items to evaluate. In addition, they were also allowed to write down thing(s) they wanted most in life but which had not been included in the list. The scale used to assess the importance ranged from 1 ("not important at all") to 6 ("very important"). The 16 items are as follows:

1 Freedom

7 Love

2 Friendship

8 Luck

3 Good looks

9 Peace of mind

4 Happiness

10 Personal safety

5 Health

I I Position/social status

6 Leisure time

12 Power

13 Security (job, home, etc.) 14 Success in work or study 15 Wealth I 6 Youthfulness

Table 3.9 gives the percentage distribution of how people viewed the importance of different things they wanted in life. Close to 36% of the respondents thought that "health" was the most important. This was followed by "happiness", "security", and "success in work or study". From the last column of Table 3.9 which shows the combined percentage of "important" and "very important", it can be seen that more than three out of four respondents (or 76%) also viewed "health" as the most important. This was followed by "personal safety" and "happiness". "Good looks" was viewed as of lesser importance and only 45% of the respondents thought this to be important or very important. It was surprising to find that "wealth" was not among the top three choices, given the earlier finding in value orientation (Chapter 2) that Singaporeans are rather materialistic. Nevertheless, close to 65% of the people considered this to be important or very important.

3.6

Things Wanted Most in Life by Demographic Background

This section examines the things wanted most in life by Singaporeans, based on the demographic characteristics of the respondents. It was noted that the choices varied across the different demographic groups.

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3.6.1

Understanding Singaporeans

Gender

Table 3.10 shows the percentage of males and females who indicated the degree of importance (including those who answered as important and very important) for the various things wanted in life. It was noted that the percentage of females who indicated the degree of importance in Table 3.10 was mostly lower than the males for all items, with only three exceptions. While both males and females picked "health" as the most important thing in life, the percentage for males was slightly higher than that for females. However, there were some significant differences noted. While 62% of men wanted "social status", the corresponding percentage for women was only 53%. Females, on the other hand, wanted more "peace of mind", "youthfulness", and "good looks". Table 3.10 Rank

Male

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Health Happiness Personal safety Security Success Love Peace of mind Freedom Friendship Wealth Luck Social status Power Leisure time Youthfulness Good looks

Things wanted most in life by gender*

(%) 77.0 73.3 73.0 72.2 71.6 69.2 68.2 66.4 65.5 65.1 64.3 62.2 58.9 58.8 53.5 43.6

Female

(%)

Health Personal safety Happiness Peace of mind Success Security Love Wealth Friendship Freedom Luck Youthfulness Leisure time Power Social status Good looks

75.7 73.2 72.4 70.2 68.2 67.7 65.7 64.3 62.8 62.5 62.2 55.2 54.9 54.5 53.0 46.2

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group.

3.6.2

Marital status

Table 3.11 displays the percentage of single and married respondents who indicated various things wanted in life as important or very important. While both sets of respondents ranked "health" as the most important and "happiness" as the third most important thing wanted in life, there were subtle differences in their rankings of other things, especially for the other items ranked among the top ten things wanted in life. However, single and

Personal Values and Life Aspirations Table 3.11

Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

43

Things wanted most in life by marital status*

Single

(%)

Married

(%)

Health Security Happiness Personal safety Friendship Success Freedom Peace of mind Love Luck Wealth Social status Leisure time Power Youthfulness Good looks

76.1 71.3 70.9 70.6 69.7 68.3 67.6 67.3 67.2 65.3 63.2 60.5 60.3 59.7 56.5 45.8

Health Personal safety Happiness Success Peace of mind Security Love Wealth Freedom Luck Friendship Social status Leisure time Power Youthfulness Good looks

77.2 74.9 74.5 71.7 70.5 69.2 68.2 66.2 63.3 62.5 61.4 56.5 55.2 54.8 53.5 44.2

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group.

married respondents alike, stated exactly the same five items as being the least important, although not in the same order. These items were "good looks", "youthfulness", "leisure time", "power" and "social status". Apparent differences were noticed with regard to the actual percentage of respondents rating an item as important rather than the ranking of items. A larger percentage of married respondents placed their emphasis on seven of the top eight ranked items. Specifically, there were between 3% and 5% more married respondents who placed an emphasis on "happiness", "personal safety", "success", "peace of mind", and "wealth". In contrast, a smaller percentage of married respondents placed more importance on the bottom half of ranked items, as compared to single respondents. For example, 70% of single respondents thought "friendship" was an important want of life as compared to 61% of the married respondents.

3.6.3

Age groups

When analyzed according to age groups, "health" appeared to be the most important thing wanted in life by most age groups, as shown in Table 3.12. There was also a consensus among the groups that "youthfulness" and "good looks" were the least important, with decreasing percentages of respondents noting the items as important or very important as the age groups got older. Items dealing with an individual's inner needs such as

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Personal Values and Life Aspirations

45

"happiness", "personal safety", "security", and "peace of mind", consistently received greater rankings of importance among all age groups. On the other hand, items associated with social and career advancement such as "friendship", "wealth", "power", and "social status", consistently ranked lower on the list of things wanted most in life. Only "success" received higher rankings of importance, especially among those respondents at the peak of their careers in the two middle age groups. A possible logical explanation for the order of the rankings would be that Singaporeans wanted to ensure that their basic needs are met before looking at opportunities to advance their social lives or their careers, especially during this period of uncertainty caused by the prolonged recession.

3.6.4

Ethnic groups

Major differences were noted among the things wanted in life by the three major ethnic groups. While "health" was ranked by Chinese as the most important thing wanted in life, it was ranked second by Malays and only fifth by Indians, as shown in Table 3.13. Both Malay and Indian respondents had the highest percentages for "happiness". The most striking difference among the groups was the percentage of respondents in each group rating an item as important or very important. Despite ranking some items higher than in other groups, the percentage of Malays placing an emphasis on Table 3.13

Things wanted most in life by ethnic group'

Rank

Chinese

(%)

Malay

(%)

Indian

(%)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Health Personal safety Happiness Security Success Peace of mind Love Wealth Freedom Friendship Luck Social status Leisure time Power Youthfulness Good looks

78.3 74.3 73.3 71.4 70.9 70.2 68.1 67.1 65.5 65.1 64.6 58.8 57.9 57.2 54.6 46.2

Happiness Health Love Peace of mind Personal safety Success Security Friendship Freedom Luck Wealth Leisure time Power Social status Youthfulness Good looks

69.0 68.5 65.2 65.2 65.2 63.5 62.5 59.8 55.5 55.4 53.3 52.2 52.2 51.1 50.5 38.0

Happiness Personal safety Success Freedom Health Security Love Peace of mind Friendship Luck Wealth Power Social status Youthfulness Leisure time Good looks

77.3 74.6 74.5 73.7 71.8 69.1 66.4 65.5 65.4 64.5 60.9 58.2 56.4 56.4 54.6 41.8

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group.

46

I

Understanding Singaporeans

things wanted in life was consistently less than the percentages of the other two groups. For instance, there were between 5% and 15% less Malay respondents who placed importance on "health", "peace of mind", "success", "security", "friendship", "freedom", "wealth", "leisure time", "power", "social status", and "good looks", as compared to Chinese respondents. The differences between Chinese and Indians for these same items were, however, not as pronounced. 3.6.5

Education

When analyzed by education level, there were very few differences among the rankings for the things wanted most in life for each education group, as shown in Table 3.14. Once again, "health" was at the top of the list followed by other items such as "happiness", "personal safety" and "security", for most groups. For those with a primary school education and below, "peace of mind" was given greater priority than in the other three groups. For those with a secondary school or vocational institute education, "friendship" ranked two to four spots higher than for other groups. Among university graduates and above, "power" was given more emphasis, with approximately 6 to 9% more respondents in this group naming "power" as important or very important, as compared to the other three groups. As for Table 3.14 Rank

Primary &

(%)

Health Happiness Personal safety Peace of mind Security Success Wealth Love Luck Friendship Freedom Power Social status Leisure time Youthfulness Good looks

Secondary &

(%)

voc. inst.

below 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Things wanted most in life by education*

78.1 76.1 75.7 73.3 68.9 67.6 65.9 65.2 64.2 63.2 61.2 54.1 54.0 51.0 48.3 38.8

Health Happiness Personal safety Success Security Peace of mind Love Friendship Freedom Wealth Luck Leisure time Social status Power Youthfulness Good looks

JC &

(%)

78.3 75.9 73.6 72.8 72.2 70.7 70.4 66.7 65.8 64.9 61.6 58.4 58.3 55.5 54.7 43.9

Health Personal safety Security Happiness Success Peace of mind Love Luck Freedom Friendship Wealth Social status Leisure time Youthfulness Power Good looks

University &

(%)

above

polytechnic 75.0 71.8 69.5 69.2 68.7 68.3 66.5 66.0 64.9 63.9 63.4 59.5 58.5 58.3 57.4 48.5

Health Personal safety Success Happiness Security Wealth Freedom Love Power Luck Peace of mind Friendship Leisure time Social status Youthfulness . Good looks

70.6 70.0 68.3 66.7 65.5 65.5 64.4 63.9 63.3 59.9 59.9 58.2 57.6 57.1 53.1 48.6

* Percentages reported in this table (%) combine "Important" and "Very Important" ratings. Items are ranked according to the first group.

Personal Values and Life Aspirations

47

similarities among the groups, "good looks" ranked at the bottom followed by "youthfulness", with the exception of respondents who had junior college or polytechnic education. They ranked "youthfulness" as the third least important thing wanted in life. 3.6.6

Personal income

Table 3.15 displays the rankings of the things wanted most in life according to the respondents within each personal income group. With the exception of those in the $3001 to $5000 group, "health" was ranked as the foremost thing wanted in life. "Wealth" received a fourth-placed ranking among respondents earning less than $1000 but placed between seventh and tenth spot for every other income group. Surprisingly, there was a consistently smaller percentage of respondents in the lowest income group who placed an importance on the various wants of life, as compared to the higher earning groups. This could possibly be attributed to the group's priority on trying to satisfy basic survival needs with their low incomes. Those respondents earning above $5000 a month ranked "freedom" as the second most important thing wanted in life, whereas "freedom" held a midtable ranking among the other income groups. There was also a greater percentage of respondents in the top income group who valued health (82%) as compared to the other groups (75—79%). "Personal safety", "security", and "happiness" consistently received high rankings among all groups while "good looks", "youthfulness", and "leisure time" remained at the bottom of the list.

3.7

S u m m a r y and Implications — Life Aspirations

The responses from those surveyed clearly indicated the importance attached to health by Singaporeans. This was followed by personal safety and happiness. For marketers, it is therefore obvious that products or services that aim for the delivery of good health would be highly desired. For policy planners, the assurance of the ability to provide health care and personal safety to the population is of utmost importance too. On the other hand, the lesser importance placed on items such as "youthfulness" and "good looks" does not necessarily mean that marketers can safely ignore the importance of these items as an advertising theme. Contrary to that shown by the statistics here, the portrayals of "youthfulness" and "good looks" in advertisements are the most common. In terms of priority, it is reasonable for people to place importance on other values such as health, safety, happiness, and so on first before worrying about their youthfulness and looks.

48

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Understanding Singaporeans

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Personal Values and Life Aspirations

49

Our findings have also demonstrated that the importance attached to the various wants by people from different demographic backgrounds differed from group to group. Male respondents appeared to attach a slightly greater importance to most of the wants compared to their female counterparts. Those who were married favoured slightly more "internally" oriented wants such as health, safety, happiness, and security while the single people were more inclined to give higher priority to "externally" oriented items such as leisure time, power, youthfulness, and good looks. Differences were also observed among people from different ethnic backgrounds. Chinese were found to want more out of almost all of the items listed whereas Malays were less demanding. This might be explained by the religious background of the Malays. For people with different educational backgrounds, there were very few differences in the things wanted in life, except that those with tertiary education and above appeared to attach greater importance to "power" than the rest of the sampled respondents. When people with different income levels were compared, it was noted that "wealth" was wanted more by those in the lowest income group (earning $1000 or less) than those with higher incomes. On the other hand, those with the highest income level (earning more than $5000) were found to want "freedom" more than the other groups. They ranked "freedom" as the second most important want in life while the others assigned only mid-level rankings to this item. This is an indication that when people become more affluent, they yearn for more freedom. It is therefore encouraging to note that Singapore is moving towards a more open society as rules and regulations have been relaxed gradually over the years.

This page is intentionally left blank

4 Life Satisfaction

In this chapter, we discuss the extent to which Singaporeans are satisfied with different aspects of life in general, and of life in Singapore in particular. A list containing 12 aspects of life was given to the respondents to indicate their level of satisfaction with each of them. The scale used again was Likert-based with 1 for "very dissatisfied" to 6 for "very satisfied".

4.1

Satisfaction with Various Aspects of Life

The percentage distribution of the level of satisfaction with life in general is shown in Table 4.1. The order of the items is based on the magnitude of their respective mean values. It was noted that all married respondents were happiest with their relationships with their children. Almost 27% of them felt very satisfied with this aspect of their lives. Next in line was all respondents' satisfaction with their relationships with parents. About one in four felt very satisfied. The same was true for relationships with siblings and marriage or romance. However, people were generally more dissatisfied with the materialistic aspects in terms of material comfort and money. The mean scores were 4.64 and 4.57, respectively. Moreover, only around 7% of the respondents felt very satisfied with these two aspects of life.

52

Understanding Singaporeans Table 4.1

Satisfaction with various aspects of life VD*

D

SD

SS

S

VS

Mean

Relationship with your children Relationship with your parents Relationship with your siblings Marriage/Romantic relationships Job (if you are working) Health Studies (if studying full/part time) Friends Leisure activities/entertainment Your physical appearance Material comfort Money

0.1 0.2 0.1 0.5 0.6 0.1 0.3 0.2 0.3 0.1 0.5 0.9

0.0 0.1 0.1 1.0 0.9 0.7 0.8 1.3 1.1 1.1 0.9 2.5

2.0 2.0 2.0 2.9 3.6 4.1 5.2 4.3 5.7 5.9 5.5 7.0

12.5 13.7 17.3 15.9 20.8 20.8 20.7 20.0 24.9 25.3 26.7 26.1

58.6 58.9 60.7 57.7 60.4 63.8 60.2 63.7 58.0 58.2 59.9 55.8

26.8 25.1 19.7 22.7 13.7 10.4 12.8 10.4 10.1 9.3 6.5 7.7

5.10 5.06 4.97 4.96 4.81 4.79 4.78 4.77 4.69 4.68 4.64 4.57

Your overall satisfaction with life

0.2

0.5

3.1

19.3

68.7

8.2

4.81

• VD = Very dissatisfied; D = Dissatisfied; SD — Somewhat dissatisfied; S = Satisfied; SS = Somewhat satisfied; VS = Very satisfied.

4.2

Life Satisfaction: 2001 versus 1996

Between 1996 and 2001, how much has changed in Singaporeans' satisfaction with the various aspects of life? These changes are shown in Table 4.2. It was noted that the overall satisfaction with life had improved from 69% for those who reported being satisfied or very satisfied in 1996 to almost Table 4.2

Satisfaction with various aspects of life: 1996 versus 2001 * 2001 (%)

1996 (%)t

Relationships with your children Relationships with your parents Relationships with your siblings Marriage/Romantic relationships Health Friends Job (if you are working) Studies (if studying full/part time) Leisure activities/entertainment Your physical appearance Material comfort Money

85.4 84.0 80.4 80.4 74.2 74.1 74.1 73.0 68.1 67.5 66.4 63.5

89.2 77.9 72.6 77.1 70.5 69.7 59.8 53.3 56.2 57.1 55.4 43.9

Your overall satisfaction with life

76.9

69.0

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group. t Source: Seven Faces of Singaporeans, p. 132.

Life Satisfaction

53

77% in 2001. Overall, satisfaction with life had increased for almost all of the individual aspects of life. The only exception was a 4% decline in the level of satisfaction with the relationships with children. It was 89% in 1996 but dropped to about 85.4% in 2001.

4.3

Life Satisfaction by Demographic Background

This section discusses the general level of life satisfaction by the demographic background of the respondents. It was evident that the levels of satisfaction clearly differed when Singaporeans were compared across different demographic characteristics.

4.3.1 Gender When male and female Singaporeans were compared regarding their satisfaction with various aspects of life, the differences between them were not pronounced. Table 4.3 gives the percentage of those who were either "satisfied" or "very satisfied". Overall, there was little difference between the male and female respondents in their satisfaction with life in general. When individual aspects of life satisfaction were compared between the two groups, it was noted that the top three items for men were their relationships with their

Table 4.3

Satisfaction with aspects of life by gender* Male (%)

Female (%)

Health Friends Studies Leisure activities/entertainment Physical appearance Material comfort Money

84.3 83.8 81.3 78.5 75.4 74.8 73.9 70.9 68.8 68.1 65.6 62.5

86.4 84.3 78.3 82.3 72.5 73.6 74.4 75.4 67.3 66.8 67.0 64.6

Overall satisfaction with life

76.7

77.2

Relationship with your children Relationship with your parents Marriage/Romantic relationships Relationship with your siblings

Job

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked accordingly to the first group.

54

Understanding Singaporeans

children (84%), parents (84%), and with romance/marriage (81%). On the other hand, the choices for women were the same except for the third choice. It was relationships with siblings rather than marriage or romance that was considered third in importance. Both groups were generally less satisfied with money. Nevertheless, over 62% of them felt that they were either satisfied or very satisfied with this aspect of life. 4.3.2

Marital status

In general, the levels of satisfaction with life overall between the two groups did not differ too widely. However, when different aspects of life satisfaction were compared between single and married respondents, some differences were observed. For instance, it was noted that both groups were satisfied with their relationships with parents as shown in Table 4.4, but the married people registered a higher percentage. Other differences were also observed. First, the single respondents were more satisfied with their studies than their married counterparts (78% versus 64%). Second, the married respondents were happier with their marital relationships than the single respondents with their romantic relationships (84% versus 72%). Finally, the single respondents were noted to be slightly more dissatisfied with their jobs, leisure activities, physical appearance, material comfort, and monetary aspects of life.

Table 4.4

Satisfaction with aspects of life by marital status* Single (%)

Married (%)

Relationship with your children Leisure activities/entertainment Physical appearance Material comfort Money

81.5 79.7 77.7 75.5 74.3 72.4 70.4 NA 67.7 65.4 63.0 59.8

86.2 81.1 63.9 73.9 74.8 83.5 77.0 87.7 69.3 69.4 68.6 66.1

Overall satisfaction with life

77.1

77.6

Relationship with your parents Relationship with your siblings Studies Friends Health Marriage/Romantic relationships

Job

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

Life Satisfaction

4.3.3

55

Ethnic groups

As shown in Table 4.5, the three ethnic groups were satisfied with life in general. Overall, the Indians were the most satisfied with life. Almost four out of five of them (or 79%), claimed that they were either satisfied or very satisfied with life in general. The Malays had the lowest percentage of 73.4%, whereas the Chinese were in between with 77.2%. When individual aspects of life were considered, some differences were observed among the ethnic groups. Overall, the Malays were slightly less satisfied with most aspects of their lives as compared to the Chinese or Indians. One noticeable difference was the level of satisfaction Malays expressed regarding their relationships with their children. Although it was still considered high at 75%, it was lower than those observed among the Chinese (87%) and Indians (89%). O n the whole, the three ethnic groups were also less satisfied with their material comfort and money.

Table 4.5

Satisfaction with aspects of life by ethnic group* Chinese (%)

Relationship with your children Relationship with your parents Relationship with your siblings Marriage/Romantic relationships Health Friends

Malay (%)

Indian (%)

Studies Leisure activities/entertainment Physical appearance Material comfort Money

86.7 83.6 80.8 79.9 74.5 74.1 74.0 72.5 68.2 68.0 66.5 63.5

75.2 83.5 76.0 76.3 70.6 72.8 70.8 76.8 64.1 60.9 61.4 61.4

88.9 87.3 83.2 83.0 74.5 73.6 77.3 67.8 70.0 70.0 69.1 64.6

Overall satisfaction with life

77.2

73.4

79.1

Job

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

4.3.4

Age groups

The level of satisfaction with various aspects of life varied among people from different age groups. In general, the younger respondents appeared to be happier with life than their older counterparts. The percentages varied from 81% for the youngest group to 72% for those aged 65 years and over. This is shown in Table 4.6.

56

Understanding Singaporeans Table 4.6

Satisfaction with aspects of life by age group*

Relationship with your siblings Relationship with your parents Studies Friends Health Marriage/Romantic relationships Relationship with your children Leisure activities/entertainment

15-24

25-34

35-44

45-54

55-64

65 & above

(%)

(%)

(%)

(%)

(%)

(%)

Physical appearance Material comfort Money

85.3 83.7 83.2 82.0 79.5 76.7 75.0 71.0 70.1 68.5 64.8 59.3

79.8 83.3 63.2 73.0 75.9 81.9 87.1 68.8 76.1 68.2 65.4 61.2

77.1 84.6 68.0 72.2 73.3 79.2 88.8 66.8 73.9 67.6 67.9 65.2

82.4 84.9 56.1 73.7 71.9 82.3 87.5 66.9 73.6 72.7 67.7 65.4

79.5 86.7 68.8 69.4 76.3 77.7 81.7 62.6 78.6 59.6 64.8 67.2

76.8 78.9 87.6 70.7 61.3 77.0 77.8 71.7 67.9 58.5 66.0 67.0

Overall satisfaction with life

81.0

80.7

73.8

75.3

74.8

71.7

Job

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

For individual aspects of life, the younger respondents in the age group of 15—24 years were more satisfied with their relationships with their siblings (85%), parents (84%), studies (83%), and friends (82%) in that order. For those aged between 25 and 54 years, they were happier with their relationships with their children, parents, and marriage or romance. There were also some interesting observations. For instance, both the youngest group (15—24 years) and the oldest group (65 and above) appeared to be more satisfied with the "study" aspect of their lives. This could be due to the fact that the youngest group still enjoyed studying while the oldest group enjoyed continuing education for knowledge or leisure. Another finding was that the older people (aged 55 years and above) were less satisfied with their physical appearance (around 60%) as compared to their younger counterparts (in the range of 68% to 73%). On the other hand, the younger respondents appeared to be also relatively less satisfied with money.

4.3.5

Education

From Table 4.7, it can be seen that the level of overall life satisfaction differed only marginally among the four educational groups. As for individual aspects of life, the four items with higher levels of satisfaction displayed by the different groups with different educational attainment were essentially the same and all related to their relationships with parents, children, siblings, or marriage/romance. One distinct observation was noted for

Life Satisfaction Table 4.7

57

Satisfaction with aspects of life by education* Primary & below (%)

Secondary & voc. inst. (%)

Money Physical appearance

88.5 83.0 80.9 79.9 72.7 72.3 72.0 67.5 66.2 65.8 65.2 63.2

83.1 88.4 81.3 81.8 72.2 75.0 76.9 68.4 66.8 76.7 64.3 69.6

82.0 81.8 78.2 76.5 73.8 74.7 70.9 65.8 63.9 72.4 59.5 65.8

86.8 88.6 82.1 81.0 72.9 72.8 77.4 73.5 71.1 79.5 68.9 71.7

Overall satisfaction with life

75.3

77.8

77.2

76.2

Relationship with your parents Relationship with your children Relationship with your siblings Marriage/Romantic relationships Studies Friends Health Leisure activities/entertainment Material comfort

Job

JC & University & polytechnic (%) above (%)

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

those with tertiary education and above. This group registered a higher level of satisfaction for eight out of 12 aspects of life when compared to the other three groups with lower education. On the other hand, those with junior college or polytechnic education had the lowest level of satisfaction in eight out of 12 aspects of life. This could be due to their higher level of aspirations which, at this point of time, remained unachieved. 4.3.6

Personal income

As displayed in Table 4.8, the satisfaction levels with various aspects of life by income varied among the groups. Those with the lowest income were more satisfied with their relationships with parents (91%), followed by studies (88%) and relationships with children (85%). This group also registered higher levels of satisfaction with four aspects of life (viz. relationships with parents, studies, friends, and health) as compared to the other four higher income groups. On the other hand, the highest income group (those earning more than $5000 a month) reported higher levels of satisfaction with seven aspects of life compared to those who earned less. This group also had a comparatively higher level of satisfaction -with money (80% compared to the range of 58 to 72%) and physical appearance (87% compared to the range of 64 to 77%) than the other income groups. Overall, it was noted that satisfaction with life only varied slightly among the four out of five income groups, with those earning $2001 and $3000 registering marginally lower levels of satisfaction.

58

Understanding Singaporeans Table 4.8

Relationship with your parents Studies Relationship with your children Marriage/Romantic relationships Health Relationship with your siblings Friends Leisure activities/ entertainment Physical appearance Material comfort Money

Job Overall satisfaction with life

Satisfaction with aspects of life by personal income* £$1000

$1001-$2000

$2001-$3000

$3001-$5000

>$5001

(%)

(%)

(%)

(%)

(%)

91.2

81.5

82.1

88.3

86.3

87.5 85.4

69.6 86.6

50.0 80.1

64.0 91.1

50.0 92.7

84.6

77.7

79.8

82.6

85.0

83.9 82.6

73.2 79.1

72.0 75.2

70.9 85.4

76.9 81.9

81.9 79.4

75.3 64.3

70.7 64.0

71.6 74.1

79.5 83.3

73.9 73.4 72.4 57.8

65.7 59.9 62.2 73.7

63.7 60.6 57.6 76.1

77.4 77.4 70.9 80.6

87.1 82.1 79.5 80.5

80.9

78.5

74.7

78.7

78.2

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

4.4

Satisfaction with Life in Singapore

Table 4.9 shows the distribution of percentage responses to the various facets of life in Singapore and the corresponding mean values. Based on the mean values, it was found that the respondents were mostly satisfied with the cleanliness of the country, followed by the level of safety and security and the quality of law enforcement. They were least happy with the affordability of cars and properties as well as with the cost of living. These items were all related to the general cost of living in Singapore.

4.5

Satisfaction with Life in Singapore: 1996 versus 2001

When the level of satisfaction with life in Singapore was compared between 1996 and 2001, it was evident that the levels of satisfaction for almost all the individual aspects of life in Singapore had decreased. First, the overall satisfaction (those who felt satisfied or very satisfied) dropped from 62% in 1996 to 56.4% in 2001. The decrease was not as large when compared to other aspects of life in Singapore. This is shown in Table 4.10.

Life Satisfaction Table 4.9

59

Satisfaction with life in Singapore VD*

D

SD

SS

VS

Mean

The cleanliness of the country The level of safety and security The quality of law enforcement The public services available The way government runs the country The convenience of public transport The quality of education Availability of health care Quality of health care The variety of leisure and recreational facilities The amount of freedom you have The range of products and services The protection of consumers The quality of customer services AfFordability of health care Number of rules and regulations The availability of career opportunities The cost of living The affordability of properties The affordability of cars

0.1 0.1 0.1 0.1 0.1

2.1 1.5 2.3 1.7 2.2

6.3 6.3 6.7 7.7 7.4

27.3 29.5 31.8 33.3 33.4

52.9 51.1 49.5 47.8 47.8

11.3 11.4 9.5 9.3 9.1

4.65 4.64 4.57 4.55 4.54

0.5

3.3

5.9

34.4

44.9

10.9

4.53

0.3 1.3 1.1 0.4

2.3 2.3 2.7 3.4

7.7 7.9 7.3 8.5

33.6 32.9 34.5 37.6

48.9 51.2 49.8 44.0

7.3 4.4 4.6 6.1

4.50 4.44 4.43 4.40

0.2

2.9

7.8

40.1

44.2

4.9

4.40

0.9

2.9

7.3

41.5

44.2

3.3

4.35

0.5 1.3 1.5 0.7 2.1

3.1 3.3 5.2 4.2 5.3

8.4 9.6 12.0 15.3 13.1

43.1 38.7 36.1 40.1 40.9

39.7 43.2 41.3 35.3 35.4

5.3 3.8 3.9 4.3 3.2

4.34 4.31 4.22 4.18 4.12

2.3 2.7 4.3

7.7 7.7 14.0

16.7 17.8 22.0

38.0 38.4 31.7

31.4 29.3 24.0

4.0 4.0 3.9

4.01 3.96 3.69

Overall satisfaction with life in Singapore

0.1

1.6

6.1

35.8

53.5

2.9

4.50

* VD = Very dissatisfied; D = Dissatisfied; SD = Somewhat dissatisfied; S — Satisfied; SS = Somewhat satisfied;VS = Very satisfied.

The decrease in the level of satisfaction was more evident in eight of the top categories. In 1996, the respondents were most satisfied with the level of safety and security in the country. It registered a high of 83.2% but dropped by about 20 percentage points to 62.5% in 2001. Similarly, about 79% of those surveyed in 1996 were satisfied with the public services available. This dropped by 22 percentage points to 57% in 2001. The respondents were also disappointed with the convenience of public transport. The level of satisfaction dropped from 72.5% in 1996 to 55.6% in 2001, a decrease of almost 17 percentage points. However, respondents were more satisfied with several other aspects of life in 2001 as compared with 1996. For instance, 35.4% in 2001 were

60

Understanding Singaporeans Table 4.10

Satisfaction with life in Singapore: 1996 versus 2001 # 2001

1996t

The cleanliness of the country The level of safety and security The quality of law enforcement The public services available The way government runs the country The quality of education The convenience of public transport Availability of health care Quality of health care The variety of leisure and recreational facilities The amount of freedom you have The range of products and services The quality of customer services AfFordability of health care The protection of consumers Number of rules and regulations The availability of career opportunities The cost of living The affordability of properties The affordability of cars

64.2 62.5 59.0 57.1 56.9 56.2 55.8 55.6 54.4 50.1 49.1 47.5 47.0 45.2 45.0 39.6 38.6 35.4 33.3 27.9

76.1 83.2 73.8 79.0 66.4 64.6 72.5 NA 65.6 55.2 58.0 NA NA 40.6 46.8 35.1 39.4 23.2 17.2* 17.2*

Overall satisfaction with life in Singapore

56.4

62.1

NA: not measured in 1996. * Items combined in 1996. # Percentage reported in this table (%) combines "Satisfied" and "Very Satisfied". t Source: Seven Faces of Singaporeans, p. 139.

happy with the cost of living as compared to only 23% in 1996 . They were also happier with the affordability of cars and properties in 2001 compared to 1996.

4.6

Satisfaction with Life in Singapore by Demographic Background

This section is devoted to a discussion of the differences in the level of satisfaction with life in Singapore by demographic characteristics. 4.6.1

Gender

As shown in Table 4.11, Singaporean males and females held similar opinions concerning their satisfaction with the various facets of life in Singapore. The largest percentage of respondents in each group was satisfied with the cleanliness of Singapore, followed by the level of safety and

Life Satisfaction Table 4.1 I

61

Satisfaction with aspects of life in Singapore by gender* M a l e (%)

F e m a l e (%)

Cleanliness of country Level of safety and security Quality of law enforcement Public services available Way the government operates Convenience of public transport Quality of education Availability of health care Quality of health care Variety of leisure and recreation Range of products and services Amount of freedom Quality of consumer services Affordability of health care Protection of consumers Career opportunities Number of rules and regulations Cost of living Affordability of properties Affordability of cars

66.2 63.3 59.8 58.5 57.0 56.0 55.9 54.9 53.8 50.6 48.1 46.9 46.9 44.7 44.2 41.2 41.0 34.3 33.4 28.7

62.0 61.8 58.3 55.8 58.8 55.7 56.5 56.2 55.0 49.5 46.9 51.2 47.1 45.8 45.9 35.9 38.4 36.5 33.3 27.2

Satisfaction with life in Singapore

56.8

56.0

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

security present in the country. In general, males and females found greater satisfaction with public services such as law enforcement, public transport, education, and government operations. However, less than 50% of the respondents were satisfied with consumer issues such as the range of products and services available, the quality of consumer services, and the protection of consumers. This is an important point to note as Singapore is attempting to promote itself as a shopping paradise and service hub in the region. The effects of the recession were also evident as only 41% of males were satisfied with career opportunities available and this was even less so for females (36%). Both groups also found little satisfaction with cost of living issues such as the affordability of cars and properties. 4.6.2

Marital

status

As indicated in Table 4.12, there was little difference in the overall assessment of satisfaction with life in Singapore between single and married respondents. At 57.7%, the single respondents were slightly more satisfied

62

Understanding Singaporeans Table 4.12

Satisfaction with aspects of life in Singapore by marital status* Single (%)

Married (%)

Cleanliness of country Level of safety and security Quality of law enforcement Convenience of public transport Availability of health care Public services available Quality of health care Way the government operates Quality of education Variety of leisure and recreation Quality of consumer services Amount of freedom Affordability of health care Range of products and services Protection of consumers Number of rules and regulations Career opportunities Cost of living Affordability of properties Affordability of cars

64.3 63.7 60.0 56.1 55.6 55.1 53.7 53.7 53.2 50.2 49.0 48.4 47.0 47.0 45.0 38.8 35.7 35.4 32.0 28.5

64.3 61.9 58.7 55.8 55.6 58.9 54.6 58.9 58.6 50.9 46.4 49.7 44.5 47.9 45.5 40.0 40.1 35.0 34.1 27.6

Satisfaction with life in Singapore

57.7

56.1

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

than their married counterparts (at 56.1%). Even for the individual aspects of life in Singapore, the satisfaction levels between the two groups differed only marginally in most aspects.

4.6.3

Ethnic groups

Of the three ethnic groups, the Malays appeared to be not as satisfied as the Chinese and Indians, as shown in Table 4.13. About 48% of Malays claimed to be satisfied or very satisfied with life in Singapore. This was about 10 percentage points less than the other two ethnic groups. For the individual aspects of life in Singapore, the three groups were most satisfied with the cleanliness of the country and the level of safety and security. However, they were least satisfied with the cost of living, and affordability of properties and cars. Again, the Malays were consistently less satisfied with most of the individual aspects of life in Singapore. For further analysis, it might be more revealing if a larger sample of this ethnic group could be surveyed. In this study, only 180 of them were surveyed. As such, the findings might not be representative. This also applies to observations secured from the Indian respondents.

Life Satisfaction Table 4.13

63

Satisfaction with aspects of life in Singapore by ethnic group* Chinese (%)

Malay (%)

Indian (%)

Cleanliness of country Level of safety and security Quality of law enforcement Public services available Way the government operates Quality of education Availability of health care Convenience of public transport Quality of health care Variety of leisure and recreation Amount of freedom Range of products and services Quality of consumer services Protection of consumers Affordability of health care Number of rules and regulations Career opportunities Cost of living Affordability of properties Affordability of cars

64.9 63.0 59.9 58.6 58.3 56.5 56.4 56.4 55.7 50.0 49.3 47.9 47.7 46.6 46.2 39.9 38.2 35.4 33.3 27.8

61.9 60.3 57.6 48.4 48.9 53.3 47.9 53.8 45.1 52.2 45.7 44.5 42.4 40.2 38.0 37.5 40.7 35.3 33.1 28.3

62.7 62.7 54.5 59.1 54.5 60.0 61.8 56.3 58.2 50.0 55.5 50.0 49.1 38.2 47.3 40.9 42.7 37.3 38.2 31.8

Satisfaction with life in Singapore

57.8

47.8

59.1

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

4.6.4

Age groups

As indicated in Table 4.14, there were pronounced differences among the six age groups concerning their satisfaction with life in Singapore. It appeared that the overall level of satisfaction with life in Singapore decreased with increasing age. For instance, almost 60% of those in the younger age group (15—24 years) expressed satisfaction (both "Satisfied" and "Very Satisfied") with life in Singapore. This percentage dropped to 50% and 48% for those in the age groups of 55 to 64 years and 65 years and above, respectively. Perhaps this is a reflection of the worries shared by the older Singaporeans of their inabilities to cope with life in Singapore. On the other hand, this could be a signal to the policy planners to improve on their ability to look after the needs and wants of the older residents. The above pattern was also observed for almost all the individual aspects of life in Singapore. In many instances, there were between 5% and 10% fewer respondents in the two oldest age groups, who were satisfied with the various facets of life in Singapore.

64

Understanding Singaporeans Table 4.14

Satisfaction with aspects of life in Singapore by age group* 15-24

25-34

35-44

45-54

55-64

65 & above

(%)

(%)

(%)

(%)

(%)

(%)

Cleanliness of country Level of safety and security Availability of health care Quality of law enforcement Convenience of public transport Public services available Quality of health care Variety of leisure and recreation Way the government operates Quality of education Affordability of health care Range of products and services Quality of consumer services Amount of freedom Protection of consumers Number of rules and regulations Cost of living Career opportunities Affordability of properties Affordability of cars

67.0 66.7 60.4 60.4 58.3 55.7 55.7 55.7 54.2 53.9 51.3 50.2 49.5 48.0 47.6 39.2 37.7 36.6 30.8 29.3

66.3 63.5 55.9 60.4 60.4 58.1 55.6 45.7 58.1 57.3 43.5 48.4 50.5 52.2 45.8 41.6 36.8 37.6 36.2 28.6

64.1 61.5 56.6 58.8 57.1 59.9 53.1 53.1 59.6 55.5 46.4 48.5 48.8 48.8 47.9 39.1 34.2 40.1 35.0 28.5

64.7 64.7 54.0 59.3 51.3 61.6 54.8 49.4 58.2 60.1 43.3 44.1 42.9 49.4 43.3 40.7 33.5 40.7 33.1 27.8

58.8 55.7 52.7 57.2 49.6 50.4 52.7 45.8 52.7 53.4 41.9 46.6 42.8 45.0 42.0 36.6 37.5 38.9 28.2 24.5

55.7 55.6 46.2 53.8 49.0 45.2 52.9 46.2 51.9 53.8 39.6 43.4 37.7 46.3 33.0 37.8 31.2 35.8 31.1 24.5

Satisfaction with life in Singapore

59.7

58.7

57.7

54.5

50.4

48.1

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

4.6.5

Education

Overall, satisfaction with life in Singapore appeared to vary only marginally among the four groups of respondents with different levels of educational attainment, as shown in Table 4.15. About 56% of those with primary education and below expressed satisfaction with life in Singapore, as compared to about 58% of those with tertiary education and higher. However, if the individual aspects of life in Singapore were examined and compared, it was found that, in general, the better educated were inclined to be less satisfied. Perhaps this reflects that those with higher education held greater expectations of life, which could not be met even with higher incomes. However, it was noted that across all educational groups, the respondents indicated low satisfaction concerning the affordability of properties, cost of living, and affordability of cars. Thus, concerns about financial matters appeared to transcend all educational groups.

Life Satisfaction Table 4.15

65

Satisfaction with aspects of life in Singapore by education* Primary & below (%)

Secondary & J C & University & voc. inst. (%) polytechnic (%) above (%)

Level of safety and security Cleanliness of country Quality of law enforcement Way the government operates Convenience of public transport Public services available Quality of education Availability of health care Quality of health care Amount of freedom Variety of leisure and recreation Range of products and services Quality of consumer services Protection of consumers Affordability of health care Career opportunities Number of rules and regulations Affordability of properties Cost of living Affordability of cars

65.9 65.8 64.6 61.8 60.5 58.5 58.4 57.1 56.5 51.0 49.3 48.0 47.7 44.3 43.6 40.2 40.2 34.1 33.1 28.0

64.4 64.9 61.1 57.8 59.2 59.4 57.9 56.7 55.3 49.1 52.9 46.1 46.0 48.3 45.3 40.2 37.3 31.8 32.7 24.9

59.2 63.0 54.6 52.8 51.5 55.2 51.9 55.0 52.8 49.5 47.0 48.8 47.1 42.8 46.1 36.0 40.2 35.1 41.0 31.0

59.3 62.2 54.8 55.9 48.5 52.5 57.6 50.9 52.5 44.6 49.7 48.1 49.1 41.2 45.2 37.3 45.2 32.8 33.9 30.0

Satisfaction with life in Singapore

55.7

55.4

57.4

58.2

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

4.6.6

Personal income

Overall satisfaction with life in Singapore generally corresponded with an individual's income level. Specifically, those with higher income appeared to be more satisfied with life in Singapore. As shown in Table 4.16, about 51% of the respondents in the lowest income group (earning less than $1000 a month) were either "Satisfied" or "Very Satisfied" with life in Singapore. This gradually increased to about 64% for those earning more than $5000 a month. However, when individual aspects of life in Singapore were compared, there was no direct relationship between income and life satisfaction. For instance, concerns about cost of living, and affordability of properties and cars were almost equally shared by all income groups. The variations observed ranged from about 3% to 6%. On the other hand, the highest income group (those earning more than $5000) was more satisfied with the consumer aspects of life in Singapore. For instance, they were happier with

66

Understanding Singaporeans Table 4.16

Satisfaction with aspects of life in Singapore by personal income*

<$1000 (%) Level of safety and security Cleanliness of country Quality of law enforcement Availability of health care Way the government operates Quality of education Variety of leisure and recreation Convenience of public transport Public services available Quality of health care Amount of freedom Range of products and services Affordability of health care Quality of consumer services Protection of consumers Number of rules and regulations Cost of living Affordability of properties Career opportunities Affordability of cars Satisfaction with life in

$1001$2001$2000 (%) $3000 (%)

$3001$5000 (%)

>$5001 (%)

65.3

65.5

56.9

63.9

59.0

63.3 57.3 54.8 54.2

66.1 61.3 57.1 57.1

62.6 59.2 51.2 54.5

68.4 57.5 56.1 61.9

59.0 57.6 61.6 58.9

53.7 53.7

57.7 50.6

55.8 48.1

58.1 51.6

52.6 47.4

51.7

62.2

54.2

54.2

33.3

51.2 48.2 47.7 47.2

58.9 55.0 51.5 47.4

53.2 54.6 60.5 46.2

61.3 55.5 45.2 50.9

58.9 51.2 47.5 56.4

42.7 42.2 40.7 39.2

45.3 48.8 50.3 41.4

43.8 44.7 42.1 40.4

46.5 48.4 42.0 40.7

50.0 56.5 51.3 44.9

35.2 30.6 30.6 26.1

35.8 36.9 37.2 30.1

35.6 35.3 38.4 31.3

38.7 33.6 41.3 25.8

38.5 33.3 44.8 28.2

51.2

56.0

54.6

62.6

64.1

* Percentages reported in this table (%) combine "Satisfied" and "Very Satisfied" ratings. Items are ranked according to the first group.

the range of products and services, quality of consumer services, and the protection of consumers. It was also surprising to find that they were extremely dissatisfied with the convenience of public transport. Only about one-third of them expressed satisfaction with this aspect of life in Singapore, compared to the much higher percentage of 52 to 62% of those in the other four lower income groups. Again, this might be a reflection of their higher expectation about owning their own means of transport but being thwarted by the fact that cars are generally very expensive in Singapore.

Life Satisfaction

4.7

67

Summary and Implications — Satisfaction with Life

It is observed that the respondents surveyed might be satisfied with life in general, but might not be as satisfied with life in Singapore, in particular. For instance, although about four of five interviewed (or 77%) expressed satisfaction with life in general, only 56% expressed similar satisfaction with life in Singapore. It was also interesting to observe that although overall satisfaction with life increased from 69% in 1996 to 77% in 2001, satisfaction with life in Singapore actually decreased from 62% in 1996 to 56% in 2001. Perhaps this is a reflection of the higher expectations harboured by the citizens in Singapore as the country progressed economically. Of the 12 individual aspects of life, the respondents were generally more satisfied with family relationships. For instance, they were satisfied with relationships with their children (85%), with their parents (84%), with their siblings (80%) and their marriage/romantic relationships (80%). This indicates that efforts made by the government in trying to establish familyoriented values among the population have attained some success. However, it is still imperative that such efforts be continued to ensure that such values continue to be upheld. Demographically, it was also noted that there were greater variations among the different groups in terms of ethnicity, age, education, and income (but less so among groups in terms of gender and marital status). These variations were found not only in terms of overall satisfaction in life but even more so with satisfaction with life in Singapore. Take the example of ethnicity. For overall satisfaction with life in general, the range of variations for the three ethnic groups was from 73% to 79% (a difference of 6 percentage points). However, the range of variations for satisfaction with aspects of life in Singapore was from 48% to 59% (a difference of 11 percentage points). Similarly, it was noted that both the older Singaporeans and those earning lower incomes were found to be less satisfied with life in Singapore. Bearing in mind the findings related to satisfaction levels, it may be important to determine the reasons contributing to such differences in life satisfaction among the different demographic groups. These findings are particularly important for government policy planners. For instance, can policies be formulated and actions taken to improve people's satisfaction with life in Singapore? What are the areas of dissatisfaction and how can these be improved? What are the factors that affect the variations in the levels of satisfaction among people with different demographic backgrounds?

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5 Media Habits

This chapter will discuss findings related to the media habits of Singaporeans. The focus is on the types of television and radio program they like to watch/ listen to and the types of newspapers preferred.

5.1

Television Programs

As shown in Table 5.1, local Mandarin drama serials seemed to be the most popular among Singaporeans, with 60% of Singaporeans watching this type of program in 2001. This was followed closely by programs on movies, news/current affairs, and local English drama serials. Other types of program also enjoyed a considerable following of more than 40%. These include comedies/sitcoms, game shows, and documentaries. However, fewer Singaporeans were watching movies, news/current affairs, comedies/sitcoms and game shows in 2001, as compared to 1996. For instance, the drop in regular viewership was approximately 23% and 16% for comedies/sitcoms and documentaries, respectively. 5.1.1

Television programs preferences by demographics

In this section, Singaporeans' preferences for television programs are discussed against their demographic characteristics.

70

Understanding Singaporeans Table 5.1

Types of TV program regularly watched (%)

T V program liked

2001 (%)

1996 (%)t 52

Drama series • Local Mandarin • Local English • Foreign Mandarin/Cantonese • Foreign English

60 49 28 24

Movies News/Current affairs Comedies/Sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/Cultural performances Home shopping None

54 49 42 42 41 33 29 21 19 11 11 9 2.1

•

* •

* 58 56 65 43 57 35 NA 20 24 32 NA 14 NA

* N o t classified in 1996 study. ^Source: Seven Faces of Singaporeans, p. 171 and weighted sample.

Gender The detailed figures are shown in Table 5.2. In general, the percentage of males and females did not differ significantly for most of the programs listed. However, certain types of program garnered more male viewers than female viewers and vice versa. The percentage of males who watched sports programs was double that of the opposite sex, and MTV and music entertainment programs had slightly more male viewers than female viewers. O n the other hand, the percentage of female viewers for homeshopping programs was double that of male viewers, at 12% versus 6%. Only 1.8% of males and 2.3% of females did not watch any types of television program, a clear signal of the impact on television has the lives of Singaporeans today.

Marital status The types of television program watched by single and married respondents are given in Table 5.3. It was noted that large differences in television viewership for certain types of program existed. A greater percentage of single respondents watched local English drama serials (more by

Media Habits Table S.2

71

Types of TV program regularly watched by gender

T V program liked

Male (%)

Female (%)

Drama series • Local Mandarin • Local English • Foreign Mandarin/Cantonese • Foreign English

59 48 27 22

60 51 29 27

Movies News/current affairs Comedies/sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/cultural performances H o m e shopping None

54 51 42 42 40 44 32 21 22 11 11 6 l.i

53 47 41 41 41 22 25 21 17 12 11 12 2.3

Table 5.3

Types of TV program regularly watched by marital status

TV program liked

Single (%)

Married (%)

Drama series • Local Mandarin • Local English • Foreign Mandarin/Cantonese • Foreign English

61 55 29 27

59 46 27 24

Movies News/current affairs Comedies/sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/cultural performances Home shopping None

62 43 50 47 40 43 46 23 29 17 12 9.9 0.7

49 53 37 39 42 27 18 20 13 7.5 10 8.2 2.8

72

Understanding Singaporeans

movies (more by 13%), comedies/sitcoms (more by 13%), game shows (more by 8%), sports (more by 16%), MTV (more by 28%), musical entertainment (more by 16%), and cartoons (more by 9.5%). For these programs, there were between 8% and 28% more single viewers than married viewers. In contrast, there was a significantly greater percentage of married viewers for news/current affairs (more by 10%). The higher percentage of viewership among single people for most of the program categories could possibly be attributed to single respondents having more time to themselves than married couples. In addition, it could also reflect that these programs would fit in more closely with the lifestyles of single people. Ethnic groups

Table 5.4 lists the types of television program regularly watched by the three main ethnic groups in Singapore. As expected, Mandarin program had a much greater viewership among Chinese than the other two races. Despite the wide gap in viewership, it was still surprising to see that 17% of Malays and 14% of Indians watched local Mandarin drama serials, with similar percentages for foreign Mandarin/Cantonese drama serials. The statistics show a widening appeal for these programs and may indicate a strong level of cross-cultural tolerance and learning. While the percentages for news/current affairs did not differ much among the three groups, there Table 5.4

Types of TV program regularly watched by ethnic group

TV program liked

Chinese (%)

Malay (%)

Indian (%)

Drama series • Local Mandarin • Local English • Foreign Mandarin/Cantonese • Foreign English

71 48 31 24

17 53 15 28

14 58 16 20

Movies News/Current affairs Comedies/Sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/Cultural performances H o m e shopping None

52 49 40 41 40 33 28 20 18 11 11 8.8 1.8

59 48 48 45 41 34 29 21 21 15 11 8.2 3.3

59 47 46 44 46 35 29 30 20 14 10 10 2.7

Media Habits

73

were a higher percentage of Malays and Indians watching local English drama series, movies, comedies/sitcoms, and game shows. For most of the other categories of television program, the patterns of viewership by the three groups were similar. Age groups Table 5.5 details the types of program watched by respondents from each age group. With reference to drama serials, the percentage of respondents from each age group differed only slightly for local Mandarin drama serials and foreign Mandarin/Cantonese drama serials. In contrast, local English drama serials dropped in popularity with each successive age group, from 60% for those aged 15 to 24 years to only 33% for those aged 65 years and older. This can be partially attributed to the drop in television viewing as viewers get older, as well as the lower level of English literacy among older Singaporeans, especially those aged 55 years and above. Other types of program that suffered from declining popularity as viewers got older were movies, comedies/sitcoms, game shows, sports, MTV, musical entertainment, cartoons, and arts/cultural performances. News/current affairs, documentaries, and talk shows were the only types of

Table 5.5

Types of TV program regularly watched by age group

TV program liked

15-24 (%)

25-34 (%)

35-44 (%)

45-54 (%)

55-64 (%)

65 & above (%)

Drama series • Local Mandarin • Local English • Foreign Mandarin/Cantonese • Foreign English

66 60 30 28

60 57 30 28

54 46 25 24

59 45 27 19

57 35 23 21

66 33 32 24

Movies News/Current affairs Comedies/Sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/Cultural performances Home shopping None

66 39 55 52 43 46 53 23 34 24 15 9.9 0.7

60 51 47 48 41 39 37 21 24 10 12 10 0.6

54 51 42 45 49 32 24 24 16 12 9.7 9.2 2.2

43 54 35 35 38 29 17 21 13 7.2 11 10 2.3

38 46 28 21 31 15 9.2 13 6.9 2.3 9.2 4.6 6.9

40 49 23 26 31 14 9.4 13 4.7 2.8 8.5 2.8 3.8

74

Understanding Singaporeans

program where the youngest age group did not have the highest percentage of viewers. All these reveal the obvious change in program interests as people progress from one age group to another. Education In Table 5.6, the viewership of television programs is demographically categorized according to four levels of educational attainment. Local Mandarin drama serials enjoyed the greatest popularity among those with the lowest education level and received less viewership with each progression in educational level. On the other hand, the trend moved in the opposite direction for local and foreign English drama serials. This lower percentage of English program preference among the lower educated could also be attributed to the possibility that most of them were not proficient in English. Movies, comedies/sitcoms, game shows, documentaries, and other types of niche program also received less viewership among those in the lowest education group. Most of these programs were telecast in English and, therefore, those with lower education might not be able to appreciate them.

Table 5.6

Types ofTV program regularly watched by education

TV program liked

Drama series • Local Mandarin • Local English • Foreign Mandarin/ Cantonese • Foreign English Movies News/Current affairs Comecties/Sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/Cultural performances H o m e shopping None

Primary & below (%)

Secondary & voc. inst. (%)

JC & pollytechnic (%)

University & above (%)

69 27 22

60 51 30

56 57 29

53 60 29

16

26

25

31

42 49 32 30 26 17 7.8 12 3 4.1 5.7 3.7 5.1

57 50 43 46 43 31 30 22 19 13 11 8.3 0.9

55 46 47 46 45 45 40 25 27 14 14 12 1.6

58 51 40 38 50 37 31 20 25 11 14 12 2.3

Media Habits

75

However, for news/current affairs (telecast in both English and Mandarin), the percentages of viewers for each group were generally similar. This could be due to the common interest of people wanting to know what is going on, irrespective of the level of education. Personal income

As shown in Table 5.7, local Mandarin program were favoured more by the lower income group. It dropped from 65% for those earning less than $1000 a month to 50% for those making above $5000 monthly. In contrast, the local English program were more liked by those earning higher monthly incomes than their lower income counterparts. The decrease was from 60% to 49%. As for foreign drama program, they were also preferred by a higher percentage of the higher income groups. Similarly, the higher income groups expressed a greater preference for television programs such as documentaries, sports, MTV, and talk shows. O n the other hand, those in the lower income groups preferred comedies, movies, and cartoons. Home shopping was generally more preferred by those earning $2001 to $5000.

Table 5.7

Types of TV program regularly watched by personal income

TV program liked

Drama series • Local Mandarin • Local English • Foreign Mandarin/ Cantonese • Foreign English Movies News/Current affairs Comedies/Sitcoms Game shows Documentaries Sports MTV Talk shows Musical entertainment Cartoons Arts/Cultural performances Home shopping None

< $1000 (%)

$1001$2000 (%)

$2001$3000 (%)

$3001$5000 (%)

$5001 & above (%)

65 49 23

59 44 27

57 52 28

47 55 25

50 62 37

22

24

24

27

28

55 56 42 43 33 33 24 14 16 12 10

59 47 45 44 38 32 27 20 17 11 10

58 47 44 44 49 36 31 21 20 9.1 12

50 57 36 46 56 43 32 27 23 7.7 13

44 62 31 41 54 55 37 31 17 6.4 13

10 1.7

12 0.6

7.7 0

4.5 2.5

6.5 0.6

76

5.1.2

Understanding Singaporeans

Summary and implications — television programs

Generally, there was a drop in television viewership between 1996 and 2001 and across all types of television program. Demographic differences in viewership across different types of program were also evident. For example, sports program were preferred by males and single respondents. Local Mandarin drama series attracted not only the interest of Chinese viewers but also about 14 to 17% of Malays and Indians. On the other hand, local English drama series had a larger following among the young, the better educated, and those earning higher incomes. These findings could be used by marketers and policy planners to reach different segments of the society if they wish to promote products and services or disseminate information about public policies. For instance, to reach the better educated and higher income viewers, it would be more effective to use channels that telecast English drama series or program. On the other hand, to get access to older Singaporeans with a Chinese background, the Mandarin channel would be a better alternative.

5.2

Radio

In 2001, the most popular radio program listened to by Singaporeans was the news, followed by Mandarin pop and English pop/rock music. Each of these types of program was listened to by at least 30% of the respondents. Specialized non-music radio programs such as current affairs, talk shows/ call-ins, financial matters, health matters, sports and quiz/games, home recreation, and beauty/personal care had between 8% and 19% of listeners. Niche music programs for classical music/opera, jazz, and Latin/world music were listened to by less than 10% of the respondents. The details are shown in Table 5.8.

5.2.1

Radio program preferences by demographics

This section provides an analysis of the differences in radio program preferences by demographics. It was noted that there were many differences among the various groups examined.

Gender As shown in Table 5.9, the news was the radio program most regularly listened to by both males and females. Certain types of radio program enjoyed significantly more male listeners than female listeners. The percentage

Media Habits Table 5.8

Twelve types of radio program regularly listened to 2001 (%)

Radio program regularly listened to

38 33 30 24 19 16 14 13 13 12 9.9 9.6 9.4 8.9 8.1 7.9 23

News Mandarin pop Pop/Rock music Golden hits /Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical music/Opera Jazz Home and recreation Beauty and personal care Latin/World music None

Table 5.9

77

Twelve types of radio program regularly listened to by gender

Radio program regularly listened to News Mandarin pop P o p / R o c k music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical music/Opera Jazz H o m e and recreation Beauty and personal care Latin/World music None

Male (%)

Female (%)

38.7 34.5 34.1 24.6 21.1 16.2 15.7 12.3 18.3 12.6 11.6 9.1 10.9 9.1 3.8 7.8 20.4

36.2 30.8 25.1 23.8 15.8 15.5 11.3 14.6 8.1 12.0 8.2 10.1 7.8 8.8 12.4 8.0 24.7

differences ranged from 10% for pop/rock music and sports to about 4% for Mandarin pop and financial matters. It was observed that female listeners favoured health matters (14.6% versus 12.3%) and beauty/personal care program (12.4% versus 3.8%) when compared to their male counterparts.

78

Understanding Singaporeans

Marital status Looking at Table 5.10, we can see that there are a number of clear-cut differences in the percentage of listeners from the two groups for the top four radio programs. There were between 17% and 24% more single respondents listening to Mandarin pop and English pop/rock music than married listeners. In fact, for every music program, there was a higher percentage of single listeners than married listeners. On the other hand, more married listeners regularly listened to the news and golden hits/oldies. This difference in the pattern of radio listening is clearly a reflection of the difference in the interests of the single respondents (who are generally younger and more trendy) compared to their married counterparts. Table 5.10

Twelve types of radio program regularly listened to by marital status

Radio Program regularly listened to News Mandarin pop P o p / R o c k music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical music/Opera Jazz Home and recreation Beauty and personal care Latin/World music None

Single (%)

Married (%)

33.8 43.5 44.9 20.2 16.9 16.7 10.7 13.2 18.7 14.1 17.1 11.1 12.1 8.6 10.6 12.9 15.5

40.6 26.1 20.3 26.5 19.8 15.5 15.3 13.9 10.1 11.2 5.6 8.7 7.8 9.2 6.6 4.7 27.0

Ethnic groups Table 5.11 lists the percentage of respondents within each ethnic group who listened to the various types of radio program. Logically, Mandarin pop and Canto pop gained their greatest popularity among the Chinese, with very few Malay or Indian listeners. In fact, Mandarin pop was the most popular radio program among the Chinese, at 40%, followed by the news at 39%. The news was not as popular among Malays (29%) and Indians (27%). For Malays and Indians, the top program was pop/rock

Media Habits Table 5.11

79

Twelve types of radio program regularly listened to by ethnic group

Radio program regularly listened to News Mandarin pop P o p / R o c k music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical Music/Opera Jazz H o m e and recreation Beauty and personal care Latin/World music None

Chinese (%)

Malay (%)

Indian (%)

39.2 39.9 28.7 24.5 18.8 15.7 13.8 13.4 13.0 11.7 11.7 10.1 8.9 8.8 8.3 7.0 20.1

29.3 4.3 35.3 22.8 15.2 16.3 10.9 14.1 14.1 13.6 3.8 7.6 10.9 8.2 6.5 13.0 29.9

27.3 4.5 29.1 20.9 16.4 19.1 13.6 10.9 15.5 17.3 1.8 6.4 10.9 9.1 9.1 9.1 38.2

music. In general, radio programs were not as popular as television programs. There were 20% of Chinese respondents who did not listen to any of the program regularly, with 30% non-listeners among the Malays and even more Indian non-listeners (38%). Age groups

Table 5.12 lists the percentage of respondents within the various age groups who listened to specific types of music. Mainstream music such as Mandarin pop and English pop/rock music were listened to regularly by almost half of those in the youngest age group but the percentages quickly declined for each subsequent age group. As for the non-music program such as news, current affairs, talk shows/call-ins, financial matters, and health matters, the general trend was a moderate percentage of listeners between the ages of 15 to 34 years, with a peak in listeners aged 35 to 54 years, followed by a drastic drop in listeners aged 55 years and above. The change is again a reflection of the change in interests among people from different age cohorts. Education

According to Table 5.13, the news was the top program for three of the four educational groups, the exception being people with a primary school education or below. With this group, the news came in a close second

Understanding Singaporeans Table 5.12

Twelve types of radio program regularly listened to by age group

Radio program regularly listened to News Mandarin pop Pop/Rock music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical music/Opera Jazz Home and recreation Beauty and personal Care Latin/World music None

Table 5.13

15-24 (%)

25-34 (%)

35-44 (%)

45-54 (%)

55-64 (%)

65 & above (%)

33.0 49.5 49.8 21.2 11.4 16.5 8.4 13.2 18.7 16.1 17.9 9.5 13.2 9.2 11.4 12.8 12.5

37.4 39.3 43.3 18.8 16.9 15.4 10.1 12.6 15.4 11.8 15.4 9.8 9.6 6.5 9.0 9.0 19.9

40.2 29.6 22.4 24.5 28.0 15.6 22.1 16.4 13.7 11.9 6.7 11.6 9.7 11.6 8.6 6.5 22.4

46.8 25.5 19.0 33.1 24.0 16.3 18.3 16.3 11.0 14.1 6.1 7.2 9.5 11.0 6.5 5.3 20.9

28.2 17.6 10.7 27.5 9.2 15.3 6.1 4.6 4.6 6.9 2.3 6.9 4.6 6.9 5.3 6.9 38.9

28.3 14.2 7.5 22.6 6.6 16.0 5.7 9.4 6.6 8.5 0.9 11.3 3.8 4.7 1.9 3.8 41.5

Twelve types of radio program regularly listened to by education

Radio program regularly listened to News Mandarin pop Pop/Rock music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical music/Opera Jazz Home and recreation Beauty and personal care Latin/World music None

Primary & below (%)

Secondary & voc. inst. (%)

25.3 18.9 9.8 28.7 8.8 14.2 5.7 6.1 3.7 4.4 3.4 7.4 3.0 3.4 2.7 2.7 38.2

36.3 32.8 28.0 24.7 17.9 16.8 13.9 14.6 13.2 13.4 11.3 9.5 9.0 8.2 6.6 7.8 23.6

JC & polytechnic (%) 42.8 41.2 41.0 21.3 22.6 15.5 16.4 15.7 19.7 16.2 12.2 11.3 13.1 12.0 12.4 11.8 13.3

University & above (%) 48.0 33.3 39.5 22.6 26.0 16.4 18.1 15.8 13.0 12.4 10.7 9.0 11.9 13.0 10.7 6.8 16.4

behind golden hits/oldies. The prevailing trend in 2001 for informative radio programs such as the news, current affairs, financial matters, health matters, and home recreation seemed to suggest that the popularity of the program was positively linked to the education level of the listener. On the

Media Habits

81

other hand, the pattern differed slightly for music program. With these types of program, the percentage of listeners in each education group grew with each successive education group and peaked with the group that had attained a junior college or polytechnic education, thereafter dropping for listeners in the highest education bracket. It was also interesting to note that listening to the radio was not particularly popular among the lowest education group. As much as 38% of those in this group did not listen to radio program at all. This percentage declined to 24% for those with secondary education and even lower for those with higher education (13 to 16%). Personal Income

Table 5.14 displays the percentage of listeners for the various types of radio program according to personal income groups. Once again, the news was the top program listened to by every single income group. However, there was a strong correlation between the popularity of the news and the personal income of the listener. This was demonstrated by the large, almost exponential jumps in the percentage of listeners with each successive income group. For instance, only 36% of people earning less than $1000 listened to the news but this percentage was nearly one-and-a-half times more for those earning between $3001 and $5000 (49%) and more than two times for those earning above $5000 (69%). Most of the other informative radio

Table 5.14

Twelve types of radio program regularly listened to by personal income

Radio program regularly listened to News Mandarin pop Pop/Rock music Golden hits/Oldies Current affairs Talk show/Call-ins Financial matters Health matters Sports Quiz/Game Canto pop Classical Music/Opera Jazz Home and recreation Beauty and personal care Latin/World music None

£ $1000

$1001$2000

$2001$3000

$3001$5000

36.2 24.6 25.6 20.1 13.1 11.6 8.0 11.6 11.1 8.5 9.0 5.5 6.0 5.5 4.5 10.1 33.2

34.2 33.3 24.7 25.0 14.6 16.7 9.8 11.9 13.1 12.2 14.0 10.7 9.2 7.7 8.0 9.5 23.5

40.7 34.7 37.0 22.6 23.6 16.2 18.9 14.8 13.8 13.8 8.8 9.8 11.4 9.4 8.4 6.7 19.9

49.0 35.5 30.3 25.2 31.6 13.5 23.9 14.2 14.8 12.9 7.7 9.0 10.3 12.9 7.7 5.2 16.8

$5001 & above 69.2 34.6 30.8 30.8 47.4 12.8 35.9 26.9 21.8 16.7 11.5 10.3 16.7 23.1 5.1 7.7 5.1

82

Understanding Singaporeans

programs such as current affairs, financial matters, health matters, sports, and home and recreation shared a similar listening trend. As for music programs, Mandarin pop and English pop/rock music were the favourites among all the groups. Nevertheless, those with the lowest income registered a slightly lower percentage of listeners for Mandarin pop music. 5.2.2

Summary and implications — radio program

Respondents in 2001 listened to the radio primarily for the news, followed by Mandarin pop and pop/rock music. There were very few differences in the program preferences between males and females. However, it was found that pop music was favored more by single than married respondents. In terms of differences in ethnicity, it was noted that news programs were favored by the Chinese but less so by the Malays and Indians. News program were also the favorite of the middle-aged group (35—54 years) but least preferred by those aged 55 years and above. Similarly, all pop music program had a larger following of younger respondents, especially those aged 15 to 24 years. In terms of educational differences, news programs were least preferred by those with only primary education and below while pop music attracted a much larger following among those with at least a junior college education. When the personal income levels of the listeners were compared, it was noted that those with higher incomes listened to more news programs 'whereas pop music programs were enjoyed by all income groups, in general. Knowledge about such radio program preferences could be very useful for marketers and broadcasting policy planners. For instance, to reach the high income earners in the population, it would be much more effective to advertise products or services immediately before or after each news program, as close to 70% of those in the income group earning more than $5000 a month listened to news on the radio regularly. Similarly, to reach audiences aged 15 to 24 years, it would be more cost effective to advertise when Mandarin pop is played as almost 50% of them listened to such radio programs regularly. Compared to television, radio program have a lower reach among Singaporeans. However, these programs are generally less costly but can still be effective in reaching different segments of the society.

5.3

Newspapers

As shown in Table 5.15, the most popular newspaper among the respondents studied was The Straits Times. Compared to 1996, the percentage of readers for the English, Chinese, Malay, and Tamil newspapers remained

Media Habits Table 5.15

83

Types of newspapers read 2001 (%)

1996 (%)+

English papers The Straits Times The New Paper Today Streats The Business Times

56 39 27 26 10

56 38 NA NA 9.7

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

30 26 18

32 20 15

Newspaper read

Malay and Tamil papers Berita Harian Tamil Murasu

8.9 4.5

16 2.8

International papers The Asian Wall Street Journal International Herald Tribune

3.7 2.3

1.3 0.8

1" Source: Seven Faces of Singaporeans (weighted %)

about the same in 2001, with the exception of Lianhe Wanbao and Berita Harian. Although Today and Streats were introduced after 1996 and gained moderate readership among approximately one-quarter of Singaporeans, the statistics indicate that readers continued to be loyal to the priced newspapers they were reading in 1996, despite the fact that Today and Streats were both distributed free. Only Lianhe Zaohao and Berita Harian had drops in readership over the last five years. Lianhe Zaobao's readership dropped marginally, but Berita Harian lost nearly half of its readers over the same period. As for international newspapers such as The Asian Wall Street Journal and the International Herald Tribune, although the number of readers was still small in comparison to local newspapers, the number of readers grew by almost threefold. This may be attributed to the need for Singaporeans to keep themselves informed of global business news, especially since business markets have become more interdependent than ever before. 5.3.1

Newspaper by demographics

This section examines the varying patterns of newspaper readership by demographics.

84

Understanding Singaporeans

Gender Table 5.16 shows the percentage of male and female readers for the various types of newspapers available in Singapore. The Straits Times was the most popular newspaper among both groups, followed by The New Paper. It should be noted that local newspapers enjoyed higher male readership than female readership in most cases, with the exception of the Malay and Tamil newspapers. In contrast, the international newspapers had marginally higher percentages of female readers than male readers.

Table 5.16

Types of newspaper by gender

Newspaper Read

Male (%)

Female (%)

English papers The Straits Times The New Paper Today Streats The Business Times

58 42 27 27 11

53 36 27 26 9.6

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

33 29 20

28 23 17

Malay and Tamil papers Berita Marian Tamil Murasu

8.4 4.3

9.3 4.6

International papers The Asian Wall Street Journal International Herald Tribune

3.6 1.8

3.8 2.8

Marital status Table 5.17 reveals some surprising differences between single and married respondents regarding their newspaper preferences. The percentage of single respondents who read English newspapers was significantly higher than that for married respondents. With the exception of The Business Times, the percentage differences between the two groups ranged from 13% to as much as 30%, as was the case for The New Paper. This pattern was surprisingly reversed for readers of Chinese, Malay, and Tamil newspapers. With respect to these newspapers, the percentage of married respondents was much higher than single respondents.

Media Habits Table 5.17

85

Types of newspaper by marital status

Newspaper read

Single (%)

Married (%)

English papers The Straits Times The New Paper Today Streats The Business Times

64 58 38 40 11

51 28 20 18 9.8

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

23 20 14

35 29 22

Malay and Tamil papers Berita Harian Tamil Murasu

5.1 1.9

11 6.2

International papers The Asian Wall Street Journal International Herald Tribune

3.5 2.3

3.5 2.1

Ethnic groups

An examination of Table 5.18 reveals the newspaper readership trends among the three main ethnic groups in Singapore. For English language papers, the readership patterns did not vary greatly among the three main Table 5. 18

Types of newspaper by ethnic group

Newspaper read

Chinese (%)

Malay (%)

English papers The Straits Times The New Paper Today Streats The Business Times

55 39 27 26 10

57 43 25 29 7.1

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

38 32 22

3.8 5.4 3.3

Indian (%)

63 37 28 34 8.2 0 0.9 0.9

Malay and Tamil papers Berita Harian Tamil Murasu

0.9 0.6

64 1.6

3.6 52

International papers The Asian Wall Street Journal International Herald Tribune

3.6 2.4

2.2 1.1

4.5 3.6

86

Understanding Singaporeans

ethnic groups. The Straits Times was still the favorite, although it attracted a slightly higher percentage of Malays and Indians. The New Paper was marginally favored by Malays than both Chinese and Indians. On the other hand, a slightly higher percentage of Chinese read The Business Times as compared to Malays and Indians. The highest percentage of readers for each of the non-English-language newspapers came from their respective ethnic groups. For instance, Lianhe Zaobo, Wanbao, and Shin Min were read mainly by the Chinese whereas Berita Harian attracted 64% of the Malay readers. Similarly, more than 50% of the Indian respondents surveyed read Tamil Murasu. The international papers such as The Asian Wall Street Journal and the International Herald Tribune attracted almost equal, small percentages of readers from the various ethnic groups. Age groups

In Table 5.19, the readership for the various newspapers is demographically categorized by age. For English newspapers, the percentage of readership was highest among those in the lowest age group, with the exception of The Straits Times and The Business Times. This is not unexpected as the two latter newspapers mentioned cater to the mature segment and contain more in-depth news and business information. The general pattern for Table 5.19 Newspaper read

Types of newspaper by age group

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

English papers The Straits Times The New Paper Today Streats The Business Times

64 71 44 44 6.6

70 47 35 35 12

59 34 22 23 14

49 27 22 18 10

31 16 6.1 11 7.6

21 10 5.7 6.6 0.9

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

18 19 13

28 24 18

35 27 17

37 34 22

31 24 18

35 33 30

Malay and Tamil papers Berita Harian Tamil Murasu

5.9 2.2

7.9 2.5

8.9 4.9

8.4 7.2

16 6.9

12 5.7

International papers The Asian Wall Street Journal International Herald Tribune

1.1 1.1

5.1 2.5

5.1 3.2

4.2 2.7

2.3 2.3

0.9 0.9

Media Habits

87

English newspapers showed a decline in readership with age. However, the same could not be said for Chinese, Malay, and Tamil newspapers, where the percentage of older readers seemed to be significantly higher as compared with the two groups under the age of 35. These findings corresponded to the findings mentioned in the analysis by education level. Clearly, as education might not have been as readily accessible to those in older age groups, they were not given the opportunity to develop their English reading literacy to a level that can compare with their reading literacy in other main languages such as Mandarin, Malay, or Tamil. Education

Table 5.20 shows the percentage of readers for the various newspapers according to their education level. A cursory look at English and international newspapers categories revealed a positive relationship between readership and the reader's education level. For example, only one out of every five Singaporeans with a primary school education or below read The Straits Times, whereas this figure rose to four out of every five for people with at least a university education. However, the opposite was true for Chinese, Malay, and Tamil newspapers. Readership for these newspapers tended to be highest among those with lower levels of education. This

Table 5.20 Newspaper read

Types of newspaper by education

Primary & below (%)

Secondary & voc. inst. (%)

JC & polytechnic (%)

University & above (%)

English papers The Straits Times The New Paper Today Streats The Business Times

19 8.8 7.4 7.8 2.0

55 42 28 30 7.1

71 52 32 31 14

81 48 41 36 25

Chinese papers Lianhe Zaohao Lianhe Wanbao Shin Min Daily

38 34 26

31 29 19

27 20 15

25 19 12

Malay and Tamil papers Berita Harian Tamil Murasu

11 6.1

13 5.2

3.5 3.1

4.5 2.8

International papers The Asian Wall Street Journal International Herald Tribune

1.4 0.3

2.8 1.6

4.4 3.8

8.5 4.5

88

Understanding Singaporeans

indicates that while those with lower levels of education lack English reading literacy, many of them are still capable of reading in other languages. Personal income

As shown in Table 5.21, the main English language paper, The Straits Times remained the most popular newspaper across the different income groups. However, it found a higher percentage of readers among the higher income groups (those earning $2001 and above). This pattern was also observed for the business newspaper, The Business Times. As for the two freely distributed newspapers, Today and Streats, they were better received by those earning $1001 to $3000. However, the readership patterns for the Chinese language papers were different from their English counterparts. Lianhe Zaobao, the main Chinese language newspaper, was received equally well by the first four income groups (about 27%—33%). For those earning more than $5000 a month, more than half of the respondents (or 53%) were readers of this newspaper. This partly reflected the possibility that most of their readers were also business owners. For the other two Chinese language papers, Lianhe Wanbao and Shin Min Daily, they attracted readers almost equally from all income

Table 5.21 Newspaper read

Types of newspaper by personal income < $1000

(%)

$1001$2000 (%)

$2001$3000 (%)

$3001$5000 (%)

$5001 & above (%)

English papers The Straits Times The New Paper Today Streats The Business Times

41 41 20 23 5.5

51 37 31 30 8.3

71 43 34 33 14

70 39 25 22 24

73 36 17 10 24

Chinese papers Lianhe Zaobao Lianhe Wanbao Shin Min Daily

32 22 16

27 30 16

33 26 18

30 26 18

53 30 18

Malay and Tamil papers Berita Harian Tamil Murasu

8.0 5.5

8.0 4.5

6.1 4.0

7.1 6.5

2.6 0

International papers The Asian Wall Street Journal International Herald Tribune

1.0 1.0

3.6 3.3

6.1 4.7

6.5 1.9

7.7 1.3

Media Habits

89

groups. Finally, the Malay and Tamil language papers found only a small readership among the different income groups. Similarly, the two business related papers, The Asian Wall Street Journal and the International Herald Tribune, were read by a small minority. 5.3.2

Summary and implications — newspapers

Basically, there are very few changes in the types of newspapers read by the respondents between 1996 and 2001. The mainstream English paper, The Straits Times, still dominated the scene with 56% of the people reading it. Lianhe Zaobao was still the main Chinese paper being read by the population. Demographically, the readership for the various newspapers showed some interesting variations. For instance, newspaper readership was generally higher for males than females whereas a higher percentage of Malays read The New Paper as compared to the Chinese and Indians. Significantly more of the single respondents read The New Paper, Today, and Streats than the married ones. It was also not surprising to find that English newspaper readership was more prevalent among the better educated. However, the converse was true for Chinese newspapers. They were preferred by the lesser educated as most of their readers were not so literate in English. In terms of age, readership was found to be higher among the younger respondents than their older counterparts. For instance, The Straits Times was read by about 64—70% of the younger readers (aged 15—34 years) compared to only 21-31% for those aged 55 years and above. Newspapers are a good channel for communicating with the people. The reading patterns discovered above can be appropriately used to reach different target groups. For instance, Streats and Today will be more suitable for advertising to single respondents and the young whereas Lianhe Zaobao would be a better option if married Singaporeans with a Chinese background are the targeted readers.

5.4

Magazines

In 2001, the most popular type of magazine read by Singaporeans was entertainment magazines. About one in five respondents (21%) read entertainment related magazines. This was followed closely by female magazines (18.7%) and television guides (17.5%), as shown in Table 5.22. Magazines devoted to current affairs, men-related issues, and beauty and grooming attracted less than 10% of the readership. It was also noted that almost one in three did not read any magazines in 2001.

90

Understanding Singaporeans Table 5.22

Types of magazines read

Magazines read

2001 (%) 21.3 18.7 17.5 14.9 14.1 12.1 11.0 10.9 10.1 9.9 9.0 8.9 34.4

Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

5.4.1

Magazines readership by demographics

This section is devoted to a discussion of the types of magazines read by respondents from different demographic backgrounds. Gender

Table 5.23 shows the percentage of male and female readers for the magazines listed. Surprisingly, although entertainment magazines were the most

Table 5.23

Types of magazines read by gender

Magazines read Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

Male (%) 19.8 6.1 14.9 11.7 19.9 17.7 11.3 11.2 13.6 12.3 13.4 3.6 36.4

Fema 22. 31. 20. 18. 8. 6. 10. 10. 6. 7. 4. 14. 32.

Media Habits

91

widely read, considering males and females combined, this type of magazine was not the top magazine read by either group. Sports magazines edged out entertainment magazines by the smallest of margins among male readers. As for female readers, women's magazines were the most widely read (31.6%) and readership was significantly higher than for entertainment magazines (22.9%). An analysis of the various magazines also revealed that many magazines catered to male and female segments rather than other types of demographic segments. For instance, male readership was much higher for magazines dealing with sports, automobiles, computers and male issues. On the other hand, female readership was dominant for magazines dealing with female issues, food/dining and beauty/grooming. Marital status

The percentage of single and married respondents that read the various magazines are given in Table 5.24. Entertainment magazines were the most widely read by both groups. It should also be noted that single respondents were much more likely to read magazines than married respondents. This observation was true for almost all types of magazines. For instance, while about 29% of the single respondents read entertainment magazines, only 17% of the married respondents did so. Sports magazines were clearly the favorite of the single respondents as their percentage was almost double that of married respondents. Finally, only one out of every five single respondents did not read magazines but this figure was two out of every five for married respondents.

Table 5.24

Types of magazines read by marital status

Magazines read Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

Single (%)

Married (%)

29.2 23.8 20.1 17.4 20.4 16.0 13.4 13.6 12.0 10.4 14.8 11.4 22.4

16.7 15.7 16.0 13.6 10.4 10.0 9.6 9.4 9.1 9.7 5.2 7.1 41.2

92

Understanding Singaporeans

Ethnic groups

Table 5.25 shows the percentage of Chinese, Malays, and Indians who read the various types of magazines. There were some interesting figures to note. The most widely read type of magazine by Chinese was entertainment magazines. For Malays, women's magazines were at the top, while for Indians, sports magazines were the favorite. Food and dining magazines were read more frequently by Chinese and Malays. On the other hand, Indians took a greater interest in sports, health/fitness, and magazines for men than the other two ethnic groups. Travel magazines were more popular among the Chinese and Indians as compared to the Malays. Overall, the percentage of readers within each ethnic group for the remaining magazines did not differ significantly. Table 5.25

Types of magazines read by ethnic group

Magazines read Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

Chinese (%) 21.9 19.0 17.6 15.3 13.4 12.4 11.6 10.8 10.6 10.1 9.0 8.7 34.6

Malay (%) 17.9 19.0 17.4 14.7 15.8 9.2 5.4 10.3 7.6 8.7 7.1 10.9 36.4

Indian (%) 18.2 15.5 17.3 9.1 19.1 11.8 11.8 14.5 8.2 9.1 13.6 7.3 32.7

Age groups

Table 5.26 shows the demographic breakdown of magazine readership by age. It was noted that for most of the magazines listed in the table, readership was most prevalent among the younger age groups and gradually declined with older respondents. This was evidenced by the fact that about 17% of those aged 15 to 24 years did not read magazines, whereas this figure was 74% for those who were above 64 years. Entertainment magazines were the most widely read by respondents between 15 and 44 years. For people between 45 and 54 years, the most popular type of magazine read dealt with food and dining. As for those above 54 years, television guides were the most popular magazine.

Media Habits Table 5.26 Magazines read

Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

93

Types of magazines read by age group

15-24

25-34

35-44

45-54

(%)

(%)

(%)

(%)

33.3 27.8 22.0 16.5 19.4 15.4 12.5 12.5 11.7 5.5 16.8 13.2 17.2

25.6 24.4 19.7 17.4 15.4 16.3 11.0 14.6 12.6 14.0 10.7 12.4 25.0

18.9 18.1 17.0 14.0 14.3 12.1 10.8 9.4 12.1 12.7 6.5 7.0 28.8

16.7 14.4 14.8 19.8 13.3 11.0 13.7 10.3 8.4 9.5 7.6 7.2 43.3

55-64 (%)

65 & above (%)

12.2 8.4 16.0 6.9 9.9 4.6 9.2 9.9 5.3 6.1 3.1 5.3 61.8

7.5 0.9 8.5 3.8 2.8 1.9 3.8 2.8

— 3.8 2.8 0.9 73.6

Education

Table 5.27 lists the percentage of respondents within each education group that read the various magazines. It was noted that people with a primary school education or below hardly read magazines. With the exception of television guides, the readership of individual magazines was less than 10% and often fell even below the 5% level. This was not so for other education groups. Readership percentages for entertainment, food and dining,

Table 5.27 Magazines read

Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

Types of magazines read by education

Primary & below (%) 7.1 6.4 13.5 5.1 5.4 3.0 5.1 3.0 3.0 3.4 3.4 3.0 68.9

Secondary & voc. inst. (%) 19.4 21.9 21.5 14.4 13.4 11.1 10.6 11.3 7.8 7.8 6.1 10.1 32.5

polytechnic (%)

University & above (%)

30.6 21.5 15.7 21.5 20.6 18.6 14.2 14.2 14.2 14.0 14.6 10.6 21.3

27.7 21.5 15.3 16.4 14.7 14.1 14.1 14.7 18.6 17.5 13.6 10.2 16.4

JC&

94

Understanding Singaporeans

sports, automobiles, travel, men-related issues, and beauty and grooming were higher for those with a junior college or polytechnic education than for any other group. Women's magazines and television guides enjoyed the highest percentage of readership among those with secondary school or vocational institute education. Only magazines on computers and current affairs had the highest readership among university graduates, as compared to other groups. Personal income

Table 5.28 displays the percentage of respondents within each income level who read specific types of magazines. Entertainment magazines were still the most popular among all the different income groups. As for magazines for women, they attracted higher readership among the middle income group earning $1001 to $3000 a month. Magazines related to food and dining as well as automobiles found a larger following among the highest income earners but were not so well received by the lowest income group. It was also noteworthy that the popularity of magazines touching on current affairs was directly correlated with the level of income: the higher the readership, the higher the income level of the readers. Finally, more than half of the lowest income group did not read any magazines at all. Table 5.28 Magazines read

Entertainment Women TV guides Food and dining Sports Automobiles Travel Health and fitness Computers Current affairs Men Beauty and grooming None

5.4.2

Types of magazines read by personal income

< $1000 (%) 18.6 12.1 11.1 9.5 9.5 10.1 6.5 6.5 6.0 4.0 9.0 7.0 55.8

$1001$2000 (%)

23.9 20.5 15.8 18.2 15.8 19.2 11.8 13.5 15.5 14.8 12.1 9.8 23.6

22.9 19.9 19.9 15.5 14.6 12.5 9.8 10.4 9.2 7.7 9.2 7.1 32.7

Summary and implications

$2001$3000 (%)

—

$3001$5000 (%) 16.8 15.5 18.1 15.5 19.4 11.6 19.4 13.5 14.2 18.7 9.0 7.7 28.4

$5001above (%) 21.8 10.3 15.4 19.2 15.4 23.1 10.3 14.1 11.5 20.5 6.4 7.7 23.1

magazines

Magazine readership was not as prevalent as that for newspapers. Almost one-third of those surveyed in 2001 did not read any magazines at all.

Media Habits

95

Demographically, there were some distinct differences observed among the various groups. For instance, more females read TV guides and magazines related to food and dining as compared to males. Males, on the other hand, definitely preferred magazines related to sports, automobiles, computers, and current affairs. As far as marital status was concerned, readership was generally higher among the single respondents as compared to those who were married, for all types of magazines. In terms of ethnicity, although there were some differences among the different races in their readership patterns, these were not as distinct. When the age group of the respondents was considered, it was noted that readership was most common among the younger age groups and gradually declined with older respondents. However, magazine readership was most popular among the respondents with Junior College or Polytechnic education. It was very low among those with primary education or below. As a whole, Singaporeans are not too interested in reading magazines. Of those who do read, they are more in favor of lifestyle-oriented magazines. Viewed from a different angle, this might be an indication of an opportunity to cultivate readers for more serious types of magazines related to themes in politics, economics, and finance with a more regional flavor. However, great efforts must be expended if Singaporeans are to be enticed to read such magazines.

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6 Leisure Activities

In this chapter, the discussion focuses on the types of leisure and travel activities undertaken by Singaporeans. In the questionnaire, several categories of activities were listed. These included sports, social and cultural activities, self-improvement, charity/social work/community services, travel, home entertainment, and other types of activities. The respondents were requested to indicate the kinds of activities they pursued regularly.

6.1

Sports

As shown in Table 6.1, the sporting activity most commonly pursued by Singaporeans was swimming. About one-third of the respondents indicated that they swam regularly. This was followed by jogging, cycling, aerobics, bowling, badminton, and baseball. The other sports were followed regularly only by less than 10% of those surveyed. However, close to 30% of the respondents indicated that they did not exercise regularly. When the regular participation rates for the various sports were compared between the year 1996 and 2001, it was noted that there were some marginal differences (Table 6.1). For instance, while about 29% of the respondents went swimming regularly in 1996, the percentage increased slightly to 34% in 2001. Marginal participation rate increases were also observed for jogging (from 25% to 27.5%) and aerobics/gym workout (from 13% to 17.5%). However, the percentage of those who played badminton was reduced from 17% in 1996 to 12% in 2001.

98

Understanding Singaporeans Table 6.1

Sports by all respondents: 1996 versus 2001

Swimming Jogging Cycling Aerobics/Gym workouts Bowling Badminton Baseball Tennis Taiji Table tennis Golfing Roller skating/Blading Qigong Squash Water sports Trekking Horseback riding

2001 (%)

1996 (%)*

33.9 27.5 18.1 17.5 14.3 12.3 10.1 7.3 6.1 6.0 5.7 5.6 5.3 5.3 4.0 2.6 2.0

29 25 21 13 15 17 11 5

— 4 4 5

— 4 4

— —

Items are ranked according to the first * Source: Kau et al. (1998), p.151.

6.1.1

Sports by Demographics

In this section, the various sports for the overall sample were analyzed by demographic characteristics. Gender As shown in Table 6.2, there were very few differences between males and females in the types of popular sports pursued. However, males were more active in all types of sports. The only sporting activity that was pursued more enthusiastically by males than females was baseball. Only about 5% of females did this regularly as compared to almost 15% of their male counterparts. Marital status Table 6.3 shows the various sports undertaken by single and married respondents. It was noted that for almost all the popular activities, the singles were much more sports-oriented. For instance, about 48% of the singles swam regularly as compared to only 25% of those who were married. Only in two of the less strenuous sports like qigong and taiji were there a higher percentage of married participants.

Leisure Activities Table 6.2

Sports by gender Male (%)

Female (%)

37.2 32.1 18.8 18.6 17.4 14.8 14.1 7.6 6.9 6.7 5.9 5.8 5.5 4.9 4.2 3.3 2.0

30.5 22.7 16.2 17.7 11.2 5.3 10.4 6.9 5.1 4.6 6.3 4.9 5.7 5.8 3.8 1.9 2.0

Swimming Jogging Aerobics/Gym workouts Cycling Bowling Baseball Badminton Tennis Table tennis Golfing Taiji Qigong Roller skating/Blading Squash Water sports Trekking Horseback riding Items are ranked according to the first group.

Table 6.3

Swimming Jogging Aerobics/Gym workouts Cycling Bowling Baseball Badminton Tennis Roller skating/Blading Squash Table tennis Water sports Golfing Trekking Qigong Taiji Horseback riding

Sports by marital status Single (%)

Married (%)

47.9 33.3 26.8 23.9 23.4 20.8 18.1 9.9 9.7 8.3 8.1 7.6 5.6 3.9 3.5 3.5 3.2

24.9 23.9 12.1 14.9 8.5 3.4 8.9 5.7 2.8 3.3 4.5 1.8 6.0 1.9 6.3 7.2 1.2

Items are ranked according to the first group.

99

Understanding Singaporeans

100 Ethnic groups

Table 6.4 shows the differences in the various sports undertaken by the three ethnic groups — Chinese, Malay, and Indian. Swimming, jogging, and cycling were still the favorite sports among them. In general, Chinese were the most participative lot of the three ethnic groups. They were particularly more active in practising taiji and qigong, which are traditional Chinese exercises. Nevertheless, there were slight differences for sports like jogging, badminton, and tennis. However, for baseball, only 4.3% of the Malays took part as compared to 11.1% of the Chinese and 9.1% of the Indians. Table 6.4

Swimming Jogging Cycling Aerobics/Gym workouts Bowling Badminton Baseball Tennis Taiji Golfing Qigong Table tennis Squash Roller skating/Blading Water sports Trekking Horseback riding

Sports by ethnic group

Chinese (%)

Malay (%)

Indian (%)

34.9 28.6 18.7 18.0 15.2 12.1 11.1 7.7 7.0 6.0 5.9 5.9 5.8 5.5 4.1 2.8 2.3

31.5 23.4 17.4 15.2 11.4 13.0 4.3 5.4 4.3 3.8 3.8 7.1 3.3 7.6 4.9 2.2 1.1

28.2 24.5 14.5 18.2 11.8 11.8 9.1 5.5 0.9 5.5 2.7 5.5 4.5 3.6 1.8 0.9 0.0

Items are ranked according to the first group.

Age groups Table 6.5 shows the breakdown of the sports engaged in by the respondents from different age groups. A higher percentage of the younger respondents took part in the more strenuous sports like swimming, aerobics/gym workouts, and baseball as compared to the older respondents. About 54% of 15 to 24-year-old respondents swam as compared to just 8.5% of those who were 65 years and above. For less strenuous activities such as qigong and taiji, the percentage of respondents 65 years old and above taking part in such activities was higher (17.0% and 25.5%) than the younger respondents aged 15 to 24 years (3.3% and 2.6%).

Leisure Activities Table 6.5

101

Percentage of respondents engaged in various sports by age group

Swimming Jogging Aerobics/Gym workouts Cycling Bowling Baseball Badminton Roller skating/Blading Tennis Table tennis Squash Water sports Trekking Qigong Golfing Horseback riding Taiji

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

53.8 34.4 27.8 27.1 24.9 24.5 20.1 10.6 10.3 9.2 8.8 7.3 5.1 3.3 2.9 2.6 2.6

42.4 28.9 24.2 19.1 19.4 13.2 14.0 6.7 8.7 4.8 5.1 4.5 2.0 2.2 6.2 2.0 2.0

30.5 25.9 14.6 19.1 12.1 5.9 13.2 5.1 7.8 6.5 6.7 4.3 3.0 4.9 7.0 2.7 4.0

24.7 26.2 10.3 15.6 9.5 3.8 7.2 3.8 6.5 6.5 3.8 1.5 2.3 7.2 7.2 2.3 8.4

17.6 22.1 9.9 9.2 4.6 3.1 4.6 1.5 3.1 3.1 1.5 3.1 0.8 6.1 5.3 0.0 10.7

8.5 19.8 6.6 5.7 1.9 0.9 4.7 0.0 0.0 2.8 0.9 0.0 0.0 17.0 2.8 0.0 25.5

Items are ranked according to the first group.

Education

Table 6.6 shows the breakdown of the sports respondents participated in according to their educational level. There were obvious differences in the percentages of respondents with different educational levels taking part in sports such as swimming, aerobics/gym workouts, tennis, and golfing. For most activities, there was a lower percentage of respondents with an educational level of primary school and below compared to the rest of the respondents with higher educational qualifications. For example, about 20% of respondents with secondary school qualifications and above engaged in cycling while only 7.1% of those with lower educational qualifications did so. About 44% of respondents with a university degree and above engaged in swimming as compared to only 12.5% of those who had primary level education and below. Personal income

As shown in Table 6.7, there were only small differences among respondents in different income brackets in certain popular sports such as swimming, jogging, baseball, and water sports. However, there were huge differences between respondents with different income brackets for certain

Understanding Singaporeans

102 Table 6.6

Percentage of respondents engaged in various sports by education

Jogging Taiji Swimming Qigong Cycling Aerobics/Gym workouts Table tennis Bowling Roller skating/Blading Tennis Badminton Baseball Squash Golfing Horseback riding Water sports Trekking

Primary & below (%)

Secondary & Voc. Inst. (%)

JC & Polytechnic (%)

University & above (%)

16.9 14.2 12.5 7.8 7.1 4.4 2.7 2.4 2.0 2.0 1.7 1.7 1.7 1.0 0.3 0.3 0.0

28.6 4.9 34.0 5.9 19.3 15.8 5.9 14.2 5.4 5.4 12.0 9.5 3.8 4.0 1.6 2.3 2.4

29.9 3.3 43.9 3.8 22.6 25.7 8.6 20.2 8.2 10.0 17.1 15.7 7.3 9.1 4.0 8.0 4.9

35.0 4.0 43.5 3.4 21.5 24.3 5.1 19.8 5.6 15.3 18.6 11.3 11.3 10.2 1.1 5.6 1.7

Items are ranked according to the first group.

Table 6.7

Percentage of respondents engaging in various sports by personal income <$1000

Swimming Jogging Cycling Bowling Baseball Aerobics/Gym workouts Badminton Roller skating/Blading Taiji Qigong Squash Golfing Tennis Water sports Table tennis Trekking Horseback riding

(%)

$1001$2000 (%)

24.6 23.1 15.6 13.6 11.1 8.0 6.0 5.5 5.5 5.0 5.0 4.0 4.0 3.0 2.0 2.0 1.5

35.1 28.9 18.5 12.2 9.8 18.2 12.5 6.0 3.6 4.8 4.5 5.1 6.8 4.5 6.0 3.3 1.5

Items are ranked according to the first group.

$2001$3000 (%) 39.1 27.6 18.2 21.9 10.1 20.9 14.8 6.4 1.7 4.0 6.4 6.1 9.8 5.4 5.7 1.7 2.4

$3001$5000 (%)

>$5000

31.0 34.8 18.7 16.1 3.9 21.9 13.5 5.2 5.8 2.6 7.7 11.0 10.3 3.2 7.1 3.9 3.2

34.6 28.2 26.9 16.7 10.3 12.8 10.3 6.4 9.0 9.0 7.7 20.5 6.4 3.8 17.9 9.0 6.4

(%)

Leisure Activities

103

sports such as cycling, golfing, and table tennis. About one in five (or 20.5%) of respondents with personal monthly incomes of more than $5000 played golf while only 4.0% of those who earned less than $1000 engaged in golf. This big difference in participation rate could be because golfing is an expensive sport in Singapore. However, it was also interesting to note that almost 18% of the highest income group played table tennis compared to the range of 2 to 7% for those with lower incomes. 6.1.2

Summary and implications — sports

Close to 30% of the respondents surveyed did not exercise regularly. Of those who did participate, swimming (38%) and jogging (28%) were the most popular. There was a small disparity between the genders in terms of the sports the respondents engaged in with the exception of jogging. However, single respondents were found to be much more active in sports as compared to married respondents. Age was a differentiating demographic factor as a larger proportion of younger respondents engaged in more strenuous sports as compared to the older respondents. There were also huge differences among respondents with different income brackets for sports like golfing and table tennis. Various demographic factors such as age, educational level, and income were found to be useful in differentiating among the popular sports for the respondents surveyed. To build a more healthy and robust society, more Singaporeans must be motivated to be more participative in sports. Infrastructural facilities must be built and relevant motivational packages organized to activate higher participation rates among the population. Such efforts have been put in by the Singapore government through the various ministries and community centers.

6.2

Social and C u l t u r a l Activities

As shown in Table 6.8, more than 40% of the respondents went to the movies while another 38.7% of them visited coffee joints and cafes. Other relatively popular social and cultural activities include visiting pubs, karaoke/music lounges, and bookstores. Fewer respondents were interested in the more cultural activities such as visiting art galleries/exhibitions/ museums, attending concerts/performances, and drawing/painting. Table 6.8 shows the participation rates in various social and cultural activities by respondents in 1996 and 2001. Not all the activities were similarly classified between the two surveys. As such, only the available ones are listed. It was noted that the percentage of people going to the movies had increased marginally by about 4 percentage points. Increases

104

Understanding Singaporeans Table 6.8

Social and cultural activities by all respondents: 1996 versus 2001 2001 (%)

Go to the movies Visit coffee joints Visit pubs Visit bookstores Visit karaoke/Music lounges Social dancing/Disco Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting

1996 (%) 39

43.3 38.7 25.4 24.9 22.0 18.6 17.6 10.1 6.3 3.1

— — — 18 12

— 13 5

—

Source: Kau et al. (1998), p. 151. Items are ranked according to the first group.

in participation rates were also noted for people visiting karaoke lounges, going for social dancing and disco, as well as attending concerts/ performances. 6.2.1

Social and cultural activities by demographics

In this section, the various social and cultural activities undertaken by the respondents are analyzed by demographic characteristics. Gender As shown in Table 6.9, there were very few differences between males and females in most of the different types of social and cultural activities the Table 6.9

Social and cultural activities by gender

Go to the movies Visit coffee joints Visit pubs Visit karaoke/Music lounges Visit bookstores Social dancing/Disco Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting

Male (%)

Female (%)

44.7 41.5 29.2 26.4 23.2 20.8 18.2 10.0 6.6 3.0

42.0 35.8 21.5 17.5 26.7 16.3 17.0 10.1 6.1 3.2

Items are ranked according to the first group.

Leisure Activities

105

respondents engaged in such as going to the movies and visiting Sentosa. More males tended to participate in these various activities as compared to females except for activities like visiting bookstores, attending concerts/ performances, and drawing/painting. Marital status Table 6.10 shows the various social and cultural activities that the single and married respondents engaged in. For all the activities listed, there was a much higher percentage of singles participating as compared to respondents who were married. For instance, 63.6% of singles went to the movies while only 31.7% of those who were married did so. The difference is especially stark for the activity of visiting pubs — 42.1% of singles visited pubs compared to only 15.1% of married respondents.

Table 6.10

Social and cultural activities by marital status Single (%)

Married (%)

63.6 49.8 42.1 32.7 31.2 30.6 19.5 15.1 8.8 4.2

31.7 32.2 15.1 15.4 21.9 11.2 16.6 6.9 4.6 2.1

Go to the movies Visit coffee joints Visit pubs Visit karaoke/Music lounges Visit bookstores Social dancing/Disco Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting Items are ranked according to the first group.

Ethnic groups As can be seen from Table 6.11, there were no major differences among respondents from the three ethnic groups in terms of most social and cultural activities. The few activities where there seemed to be a huge disparity include visiting karaoke/music lounges, where the percentage of Chinese respondents (24%) was almost twice that of the percentage of Malay respondents (12.5%). Another social and cultural activity where large differences exist among the ethnic groups was in the attendance of concerts/performances where a higher percentage of Chinese respondents (11.1%) did so, compared to respondents from the other ethnic groups — Malay (4.9%) and Indian (9.1%).

Understanding Singaporeans

106

Table 6.11

Social and cultural activities by ethnic group

Go to the movies Visit coffee joints Visit pubs Visit bookstores Visit karaoke/Music lounges Social dancing/Disco Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting

Chinese (%)

Malay (%)

Indian (%)

43.2 38.9 26.0 25.0 24.0 18.6 17.7 11.1 6.7 3.0

39.7 36.4 21.2 20.1 12.5 16.3 17.4 4.9 5.4 2.7

47.3 37.3 28.2 29.1 18.2 23.6 19.1 9.1 4.5 5.5

Items are ranked according to the first group.

Age groups Table 6.12 shows the breakdown of the various social and cultural activities engaged in by the respondents in terms of age groups. For almost all activities, higher percentages of younger respondents engaged in social and cultural activities as compared to those who were older. Most social and cultural activities seemed to be the most popular among the younger respondents. The trend observed was that the percentage of older respondents taking part in such activities decreased correspondingly with increases in their ages. More than half of the respondents between the ages of 15 to 24 years (71.8%) and 25 to 34 years (58.4%) went to the movies while the percentage of older respondents going to the movies decreased to only 12% for those aged 65 years and older. Finally, it could also be seen that a much Table 6.12

Go to the movies Visit coffee joints Visit pubs Visit karaoke/Music lounges Visit bookstores Social dancing/Disco Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting

Social and cultural activities by age group 15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

71.8 53.1 42.1 35.5 34.8 33.3 25.6 13.9 7.0 3.7

58.4 47.8 36.8 24.7 28.1 23.6 18.5 12.6 6.7 3.0

36.9 36.4 21.6 22.6 26.7 14.3 18.1 10.2 7.8 4.0

27.0 26.6 15.2 17.5 20.2 14.1 17.1 8.7 4.6 1.5

19.1 26.0 6.9 7.6 15.3 9.2 8.4 3.8 5.3 3.1

Items are ranked according to the first group.

65 & above (%) 12.3 24.5 5.7 4.7 6.6 1.9 4.7 1.9 3.8 1.9

Leisure Activities

107

lower percentage of the respondents participated in purely cultural activities such as visiting art galleries/exhibitions and museums. Education

As shown in Table 6.13, there are differences in the percentages of respondents with differing educational levels participating in various social and cultural activities. This is especially so for those with primary school education and below. Respondents falling into this category tended to engage less in all these social and cultural activities as compared to those with higher education. The contrast is especially stark for activities such as visiting coffee joints/cafes, going to the movies, visiting pubs, and visiting bookstores. The percentage of respondents in the various higher education categories engaging in the various activities tended to be about the same with minimal differences. For example, 44.4% of those with Secondary and Vocational Institute education, 55.0% of those with J C and Polytechnic education and 58.2% of respondents with University and above education go to the movies. Table 6.13

Social and cultural activities by education Primary & Secondary & below (%) Voc. Inst. (%)

Visit coffee joints Go to the movies Visit Sentosa Visit karaoke/Music lounges Social dancing/Disco Visit pubs Visit bookstores Drawing/Painting Attend concerts/Performances Visit art galleries/Exhibitions

20.9 14.5 12.2 9.8 5.7 5.7 4.1 2.7 2.4 2.4

38.9 44.4 20.3 21.7 17.7 23.6 25.9 3.0 8.7 6.6

JC & University & Polytechnic (%) above (%) 47.7 55.0 18.4 30.4 27.7 38.1 31.9 3.1 14.9 7.3

44.6 58.2 15.8 22.0 19.8 31.6 39.0 4.5 15.3 9.6

Items are ranked according to the first group.

Personal income

Table 6.14 lists the percentage of respondents categorized according to their income brackets engaging in the various social and cultural activities. In general, those with personal incomes of less than $1000 were noted to be less active in almost all the activities, with the notable exception of going to the movies. They registered a higher participation rate than those earning more than $5000 a month. Those with incomes in the $2001 to $3000 range were the most participative. They reported the highest participation

108

Understanding Singaporeans Table 6.14

Social and cultural activities by personal income <$1000

(%) Go to the movies Visit coffee joints Visit bookstores Visit pubs Social dancing/Disco Visit karaoke/Music lounges Visit Sentosa Attend concerts/Performances Visit art galleries/Exhibitions Drawing/Painting

$1001$2000 (%)

37.7 34.7 20.1 18.1 14.1 12.6 8.0 7.5 5.0 4.0

45.5 40.5 21:4 24.1 20.8 21.7 15.5 9.8 5.7 3.3

$2001$3000 (%)

$3001$5000 (%)

>$5000

52.2 41.1 27.6 34.0 22.2 28.6 20.9 9.1 5.1 1.7

40.6 41.3 29.7 27.7 20.6 27.1 16.1 14.8 10.3 2.6

32.1 35.9 33.3 30.8 21.8 26.9 15.4 23.1 12.8 7.7

(%)

Items are ranked according to the first group.

rate for five out of the 10 activities tabulated. Another interesting observation was that a much higher proportion of respondents who belonged to the highest income bracket of more than $5001 visited bookstores, art galleries/exhibitions and museums, and did drawing/painting. 6.2.2

Summary

and implications

— social and cultural

activities

Social activities such as going to the movies (43%) and visiting coffee joints (39%) were more popular among the respondents as compared to purely cultural activities like visiting art galleries/exhibitions (6%) or spending time in drawing or painting (3%). Promoting the arts can be an uphill task in Singapore. However, the opening of the Esplanade — Theatres on the Bay complex in 2002, and the continuous efforts by the Ministry of Information, Communications and the Arts in promoting the arts scene in Singapore could improve interest among the population to participate in more cultural activities. There were only slight differences between the genders in terms of the types of social and cultural activities they engaged in. A larger proportion of respondents who were single engaged in these activities while a markedly lower proportion of those who were married engaged in such activities. The differences among the various ethnic groups were also slight for most activities except for visiting karaoke and music lounges where a higher percentage of Chinese respondents did so. For age, the observation was that a smaller proportion of older respondents engaged in almost all of these activities as compared to their younger counterparts. Respondents with different educational levels also showed a difference in their preferences for the different types of social and cultural activities. For personal

Leisure Activities

109

income, the only group that showed a marked deviance from the rest of the respondents in the other income brackets was the group of respondents who earned $1000 or less. Also, a much higher proportion of respondents who belonged to the highest income bracket of more than $5001 visited bookstores, art galleries/exhibitions and museums, and did drawing/painting. Based on the types of social and cultural activities undertaken by the respondents as a whole and by demographic backgrounds in particular, planners and marketers can determine the possible ways to encourage greater participation among the population in these activities.

6.3

Self-Improvement Activities

As shown in Table 6.15, the self-improvement activity most commonly pursued by Singaporeans was attending computer classes, where 12.4% of those surveyed indicated that they took such lessons. The other types of self-improvement classes taken up by the respondents include language classes, cooking classes, singing and dancing classes, and pugilistic classes. However, the percentage of respondents who engaged in such activities was rather low, mostly below 10% for all of these activities. In the 1996 survey, no detailed categorization of self-improvement activities was listed. The respondents were only asked if they had attended any classes held by the community center. As shown in Table 6.15, only 5% of those surveyed reported participation. When compared to the 2001 participation rates, there was an increase in the proportion of people taking part in these activities. Nevertheless, the public would still need to be encouraged to more actively take part in these self-improvement activities.

Table 6.1S

Attend Attend Attend Attend Attend Attend Attend Attend Attend

Self-improvement activities by all respondents

computer classes language classes cooking classes singing/Dancing classes pugilistic classes modelling classes drawing/Painting classes photography classes community centre classes

Items are ranked according to the first group.

2001 (%)

1996 (%)

12.4 7.3 5.7 5.1 3.7 2.5 2.3 2.1 —

— — — — — — — — 5

110

6.3.1

Understanding Singaporeans

Self-improvement activities by demographics

In this section, the various self-improvement activities for the overall sample were analyzed by demographic characteristics. Gender As shown in Table 6.16, there were very slight differences between the respondents of different genders for most self-improvement activities. However, for activities such as pugilistic classes and cooking classes, there was a marked difference between the percentage of male and female respondents engaging in such self-improvement activities. The proportion of male respondents surveyed who took up pugilistic lessons (4.9%) was almost twice that of the female respondents (2.6%), while 8.2% of female respondents learned cooking as compared to 3.2% of the male respondents surveyed. For the rest of the activities, the proportions of male and female respondents taking up the lessons were rather low. Table 6.16

Attend Attend Attend Attend Attend Attend Attend Attend

Self-improvement activities by gender

computer classes language classes pugilistic classes singing/Dancing classes cooking classes photography classes drawing/Painting classes modelling classes

Male (%)

Female (%)

12.8 8.0 4.9 4.2 3.2 2.8 2.5 2.2

12.0 6.5 2.6 6.1 8.2 1.3 2.0 2.7

Items are ranked according to the first group.

Marital status From Table 6.17, it can be observed that singles pursued the various selfimprovement activities more enthusiastically as compared to those who were married. This phenomenon was particularly obvious for activities like attending computer and language classes. The only activity that was more popular among married respondents was attending cooking classes (6.6%) — only 4.2% of single respondents engaged in this activity. Ethnic groups Table 6.18 shows the percentage of respondents engaging in various types of self-improvement activities by ethnic groups. There were differences

Leisure Activities Table 6.17

Attend Attend Attend Attend Attend Attend Attend Attend

111

Self-improvement activities by marital status Single (%)

Married (%)

18.7 10.9 6.5 5.8 4.2 3.3 2.8 2.8

8.9 4.9 4.3 2.5 6.6 2.0 2.0 1.5

computer classes language classes singing/Dancing classes pugilistic classes cooking classes modelling classes drawing/Painting classes photography classes

Items are ranked according to the first group.

Table 6.18

Attend Attend Attend Attend Attend Attend Attend Attend

Self-Improvement activities by ethnic group

computer classes language classes singing/Dancing classes cooking classes pugilistic classes modelling classes drawing/Painting classes photography classes

Chinese (%)

Malay (%)

Indian (%)

12.6 7.4 5.6 5.2 3.8 2.4 2.3 2.3

9.2 6.0 2.2 7.6 3.8 1.6 1.1 2.2

16.4 7.3 5.5 8.2 3.6 2.7 2.7 0.0

Items are ranked according to the first group.

among the ethnic groups for activities such as attending computer classes, attending singing/dancing classes, and attending photography classes. Respondents who were of Indian ethnic origin pursued computer classes most enthusiastically (16.4%), followed by Chinese respondents (12.6%), while only 9.2% of the Malay respondents attended computer classes. A lower proportion of Malay respondents (2.2%) attended singing/dancing lessons whereas more than 5% of the Chinese and Indian respondents took such lessons. The percentage of Chinese and Malay respondents who took up photography lessons were about the same but no Indian respondent attended this particular activity. Age groups

Table 6.19 shows the breakdown of the various self-improvement activities engaged in by the respondents in terms of age groups. For activities such as attending computer classes, language classes, and pugilistic classes, the percentage of respondents engaging in such activities decreased as age

Understanding Singaporeans

112

Table 6.19

Attend Attend Attend Attend Attend Attend Attend Attend

Self-improvement activities by age group

computer classes language classes pugilistic classes cooking classes singing/Dancing classes drawing/Painting classes photography classes modelling classes

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

18.7 9.9 7.0 5.1 4.8 2.6 2.2 1.8

13.2 7.6 3.9 1.4 5.9 2.5 1.7 2.8

13.5 8.4 3.8 7.0 6.7 3.2 2.2 3.5

10.3 6.1 2.7 9.5 3.0 1.1 3.0 1.5

6.1 4.6 0.8 8.4 3.8 0.8 2.3 3.1

2.8 1.9 0.9 3.8 4.7 1.9 0.0 0.9

Items are ranked according to the first group.

increased. Thus, the proportion of respondents engaging in such activities was the highest in the youngest age group whereas there were very small proportions of respondents in the oldest age group going to such classes. For instance, while almost 19% of the youngest age group attended computer classes, only 2.8% of the oldest age group took up this activity. However, there were a few exceptions for activities like attending singing/dancing classes -where the percentages across all the age groups were about the same. Drawing/painting classes and photography classes attracted very low participation rates of less than 3% most of the time. Education From Table 6.20, it can be seen that there were some variations among the respondents with different educational levels. About 16% of respondents with JC/Polytechnic education and above attended computer lessons while

Table 6.20

Self-Improvement activities by education Primary & Secondary & below (%) voc. inst. (%)

Attend Attend Attend Attend Attend Attend Attend Attend

cooking classes computer classes language classes singing/Dancing classes pugilistic classes drawing/Painting classes modelling classes photography classes

5.7 3.4 2.7 2.4 1.7 0.3 0.0 0.0

Items are ranked according to the first group.

6.4 13.2 7.1 4.5 2.8 1.2 2.6 2.4

JC & polytechnic 6.0 15.7 10.0 8.0 6.2 4.7 3.8 2.9

(%)

University & above (%) 2.3 16.4 8.5 4.5 4.0 2.8 2.8 2.3

Leisure Activities

113

only 3.4% of those with primary school level education and below did likewise. Respondents with primary level education and below did not pursue these self-improvement activities as enthusiastically as their counterparts with higher education. The only exception was attending cooking classes where only 2.3% of respondents with university education and above took such classes while 5.7% of those with primary school education and lower attended such lessons. Personal income

From Table 6.21, it can be seen that for many self-improvement activities, there was a lower percentage of respondents with the lowest personal income of less than $1000 who attended the classes as compared to those who earned more. The proportion of respondents who earned more than $5001 and attended language lessons (14.1%) was higher than other respondents from other income groups. This phenomenon was also the same for photography lessons where 9.0% of the respondents who earned more than $5000 took part in such classes as opposed to only 3.9% of those in the income bracket of $3001 to $5000 and 1.3% of those who earned between $2001 and $3000. 6.3.2

Summary and implications — self-improvement activities

The more popular self-improvement activities undertaken by the respondents in 2001 were computer classes (12%), language lessons (7%), cooking (6%), and singing/dancing classes (5%). As such, Singaporeans are not too enthusiastic in attending self-improvement classes. For the self-improvement activities listed in this study, it seemed that there were few differences

Table 6.21

Self-Improvement activities by personal income <$1000

(%) Attend Attend Attend Attend Attend Attend Attend Attend

computer classes cooking classes language classes drawing/Painting classes pugilistic classes singing/Dancing classes modelling classes photography classes

$1001$2000 (%)

7.5 5.0 5.0 3.0 2.5 2.0 1.0 1.0

Items are ranked according to the first group.

12.5 5.4 4.5 2.4 4.8 5.7 2.1 2.1

$2001$3000 (%) 15.2 2.7 9.4 2.7 2.7 ' 4.7 3.4 1.3

$3001$5000 (%) 17.4 7.7 9.7 3.9 4.5 6.5 5.8 3.9

>$5000

(%) 16.7 6.4 14.1 5.1 7.7 7.7 5.1 9.0

114

Understanding Singaporeans

between male and female participation. However, single respondents were found to be more active than those who were married. On the other hand, the older respondents were less enthusiastic about attending such classes as there were consistently higher percentages of respondents from other age groups attending such activities. It was also the same for those with lower education and those who fell in the lower income brackets as opposed to respondents with higher educational levels and higher personal incomes. Judging from the low participation rates, the call for "lifelong learning" by the government has not been well received. It is particularly of concern as the lower educated and the lower income earners who need selfimprovement most are noted to be less interested. It is, therefore, imperative to find out the reasons for such low participation rates and to devise ways to increase such involvement. If not, the older and less educated workers may find themselves lagging behind as the Singapore economy becomes even more knowledge-based in the future.

6.4

Various Charity, Social Work, and Community Activities

As shown in Table 6.22, the type of charity, social work, and community activities that were most popular among the respondents surveyed was fund raising, followed by visiting charity homes, visiting old folks/welfare homes, community projects/activities and lastly, volunteer expertise. It could also be observed that not many of the respondents engaged in such activities as even for the most popular activity of fund raising, only 16.8% of the respondents participated in it. As shown in Table 6.22, no comparison was possible between 1996 and 2001 as different measures were adopted. The only activity indicated in the 1996 survey was activities related to religious establishments which were Table 6.22

Charity, social work, and community activities by all respondents 2001 (%)

Fund raising Visit charity homes Visit old folks/welfare homes Community projects/Activities Volunteer expertise Church/Mosque/Temple activities

1996 (%)

16.8 11.7 9.5 8.9 6.5

— — — — —

—

25

* Source: Kau et «/.(1998), p. 151. Items are ranked according to the first group.

Leisure Activities

115

voluntary in nature. It was noted that in 1996, about 29% of the respondents reported taking part in such activities. This figure was higher than the participation rates for most of the voluntary or community activities reported in 2001. 6.4.1

Various charity, social work, and community activitiesby demographics

In this section, the various charitable, social work, and community activities for the overall sample are analyzed by demographic characteristics. Gender As shown in Table 6.23, there were generally very few differences between males and females in the types of charity, social work, and community activities they participated in. There were slightly more males doing fundraising as compared to females. The reverse was true for visiting old folks/welfare homes. In this case, a higher percentage of females (12%) were involved in such visits than their male counterparts (9%).

Table 6.23

Charity, social work, and community activities by gender

Fund raising Visit charity homes Community projects/Activities Visit old folks/Welfare homes Volunteer expertise

Male (%)

Female (%)

17.9 11.1 9.5 9.1 6.2

15.7 12.4 9.6 12.0 7.0

Items are ranked according to the first group.

Marital status Table 6.24 shows the breakdown of single and married respondents and the various charity, social work, and community activities that they engaged in. There were also very small differences between the single and married respondents for most activities except for visiting old folks/welfare homes and volunteering expertise. In the case of visiting old folks/welfare homes, about 13% of the singles reported taking part in this activity compared to 9% of those who were married. Where volunteering expertise was concerned, a higher percentage of singles engaged in this practice (9.5%) as opposed to only 5.1% of the respondents who were married.

116

Understanding Singaporeans Table 6.24

Charity, social work, and community activities by marital status Single (%)

Married (%)

17.6 12.9 12.7 9.5 9.5

16.5 9.3 11.0 9.3 5.1

Fund raising Visit old folks/Welfare homes Visit charity homes Community projects/Activities Volunteer expertise Items are ranked according to the first group.

Ethnic groups

Table 6.25 shows the percentages of respondents from the different ethnic groups participating in the various types of charity, social work, and community activities. There were also very slight differences among the three ethnic groups for most activities like fund raising and visiting charity homes. The more obvious differences were for activities like community projects in which 14.7% of Malay respondents participated, as compared to 9.1% of Chinese respondents and 9.1% of Indian respondents. In general, Malays were seen to be more active when compared to Chinese and Indians.

Table 6.25

Charity, social work, and community activities by ethnic group Chinese (%)

Malay (%)

Indian (%)

16.4 11.7 10.3 9.1 6.4

18.5 11.4 13.6 14.7 8.7

18.2 13.6 9.1 6.4 6.4

Fund raising Visit charity homes Visit old folks/Welfare homes Community projects/Activities Volunteer expertise Items are ranked according to the first group.

Age groups

Table 6.26 shows the percentages of respondents from the different age groups engaging in the various types of charity, social work, and community activities. For fund raising, the youngest age group (15—24 years) was the most active, followed by those aged 55 to 64 years. As for visiting old folks/welfare homes, the youngest (15—24 years) and the oldest (65 years and over) groups participated more than other age groups. Where visiting charity homes and undertaking community projects were concerned, those

Leisure Activities Table 6.26

117

Charity, social work, and community activities by age group

Fund raising Visit old folks/Welfare homes Visit charity homes Community projects/Activities Volunteer expertise

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

21.2 13.9 12.8 9.2 9.2

13.2 8.1 9.8 7.3 8.7

15.4 9.2 10.5 8.1 5.1

20.2 11.4 12.5 11.0 5.7

16.8 9.9 14.5 15.3 3.8

14.2 13.2 14.2 12.3 3.8

Items are ranked according to the first group.

aged 55 years and above were more active, possibly because of time and availability of money. However, for volunteer expertise, a much higher percentage of younger respondents, those who were 15 to 24 years old and 25 to 34 years old (9.2% and 8.7%, respectively) assisted in this activity as compared to only 3.8% for those who were in the age group of 55 to 64 years and 3.8% for those aged 65 years and above. Education The percentages of respondents with different educational levels engaging in the various types of charity, social work, and community activities can be found in Table 6.27. There was almost no variation across the different groups for engaging in community projects/activities. However, a much higher proportion of respondents with J C & Polytechnic education (21.1%) did fund raising compared to the other groups. For volunteer expertise, a higher percentage of respondents with University education and above (11.3%) participated whereas only 1.7% of those with primary school level education and below reported doing so.

Table 6.27

Charity, social work, and community activities by education

Fund raising Visit charity homes Community projects/Activities Visit old folks/Welfare homes Volunteer expertise

Primary & Secondary &

JC &

University &

b e l o w (%)

voc. inst. (%)

p o l y t e c h n i c (%)

above (%)

12.5 9.8 9.5 7.8 1.7

16.7 11.3 9.9 10.8 5.9

21.1 11.8 9.3 11.8 8.9

Items are ranked according to the first group.

13.6 16.4 9.0 11.3 11.3

118

Understanding Singaporeans

Personal income

From Table 6.28, it can be observed that the percentage of respondents with personal incomes of less than $1000 engaging in the various activities was lower than respondents from other income brackets, with the exception of community projects/activities where a lower percentage of respondents earning $2001 to $3000 (6.4%) engaged in that activity. The difference in the proportion of the respondents engaging in such activities between the two extreme ends of the income bracket was quite stark, with the proportion of those earning more than $5000 being at least twice as participative as those earning less than $1000. Table 6.28

Charity, social work and community activities by personal income $1001$2000 (%)

$2001$3000 (%)

$3001$5000 (%)

>$5000

(%) 13.6 8.5 7.5 6.0 3.5

14.0 8.9 11.9 8.3 7.4

12.1 6.4 10.1 8.4 4.7

18.7 10.3 12.9 12.3 6.5

28.2 16.7 15.4 16.7 14.1

<$1000

Fund raising Community projects/Activities Visit charity homes Visit old folks/Welfare homes Volunteer expertise

(%)

Items are ranked according to the first group.

6.4.2

Summary and implications — charity, social work, and community activities

About 17% of the respondents surveyed took part in fund raising activities and 12% also visited charity homes. It is observed that the percentages of respondents who were involved in various charity, social work, and community activities varied across age groups, educational level, and personal income. However, there were very small differences between gender and marital status. Malays were more active compared to Chinese and Indians in visiting old folks/welfare homes and joining community projects/activities. In addition, it is observed that the highest income earners (those making more than $5000 a month) were more receptive to such activities. For instance, close to 28% of them took part in fund raising as compared to the range of 12 to 19% for those earning less. This could be due to the availability of time and money for the higher income group. It is, therefore, evident that higher rates of participation in such activities could only be forthcoming from higher income residents. Nevertheless, it may be timely for social planners or charitable organization workers to examine effective publicity and motivational means to encourage active participation among all groups in Singapore, rather than relying mainly on the higher income earners.

Leisure Activities

6.5

119

Travel Activities

Table 6.29 shows the various types of travel undertaken by the total population. The most popular types of travel among the respondents were shopping tours (28.1%), sightseeing package tours (27.9%), cruises (22.9%), and visiting beach resorts (20.0%). Other less popular types of travel activities included visiting spas and going for farm stays.

Table 6.29

Travel activities for all respondents Total (%)

Shopping trips Sightseeing package tours Cruises Visit beach resorts Adventure travel Backpacking overseas Visit spas Food/Culinary trips Timeshare holidays Farm stays

6.5.1

28.1 27.9 22.9 20.0 10.3 7.7 8.4 6.7 6.8 6.3

Travel activities by demographics

In this section, the various travel activities undertaken by the overall sample are analyzed by demographic characteristics. Gender As shown in Table 6.30, there were minimal differences between males and females in the types of travel activities undertaken. The only type of travel activity where there was a marked difference was for shopping trips in which 32.5% of the female respondents took part as against 23.7% of the male respondents. The percentage of male respondents going in for adventure travel (12.5%) was also higher than that for female respondents (8.1%). A similar pattern was also observed for backpacking overseas (9% versus 6.3%). Marital status From Table 6.31, it can be seen that a higher proportion of single respondents engaged in all the various types of travel as compared to those who

Understanding Singaporeans

120

Table 6.30

Travel activities by gender

Sightseeing package tours Shopping trips Cruises Visit beach resorts Adventure travel Backpacking overseas Visit spas Food/Culinary trips Timeshare holidays Farm stays

Male (%)

Female (%)

27.5 23.7 23.6 21.3 12.5 9.0 9.0 7.4 7.1 6.6

28.2 32.5 22.1 18.6 8.1 6.3 7.8 5.9 6.5 5.9

Items are ranked according to the first group.

Table 6.31

Travel activities by marital status

Shopping trips Sightseeing package tours Visit beach resorts Cruises Adventure travel Visit spas Backpacking overseas Timeshare holidays Food/Culinary trips Farm stays

Single (%)

Married (%)

30.1 28.2 26.1 24.6 14.4 12.7 12.1 9.0 8.1 7.2

26.9 27.8 16.4 22.4 7.8 6.0 4.5 5.7 6.0 5.7

Items are ranked according to the first group.

were married. The differences were rather small for most of the activities except for visiting beach resorts where 26.1% of the single respondents surveyed went to such places while only 16.4% of the married respondents did so. A much higher percentage of singles also went in for adventure travel (14.4%), visited spas (12.7%), and backpacked overseas (12.1%), as compared to respondents who were married. Ethnic groups

It can be seen from Table 6.32 that there were not many differences among the different ethnic groups in the proportion of the respondents undertaking the various types of travel. For instance, 28.4% of Chinese respondents, 25% of Malay respondents, and 30% of Indian respondents went on

Leisure Activities Table 6.32

121

Travel activities by ethnic group Chinese (%)

Malay (%)

Indian (%)

28.4 28.4 24.1 20.0 10.6 9.1 8.1 6.8 6.6 6.4

25.0 25.5 15.2 17.4 8.7 3.3 4.3 7.6 4.9 6.0

30.0 23.6 24.5 22.7 10.9 9.1 6.4 6.4 4.5 10.9

Shopping trips Sightseeing package tours Cruises Visit beach resorts Adventure travel Visit spas Backpacking overseas Timeshare holidays Farm stays Food/Culinary trips

Items are ranked according to the first group.

shopping trips. Similarly, 28.4% of Chinese respondents, 25.5% of Malay respondents, and 23.6% of Indians went on sightseeing package tours. A lower percentage of Malay respondents as opposed to Chinese and Indian respondents went on cruises, visited beach resorts, took part in adventure travel, visited spas, and went backpacking overseas. It was also interesting to note that Indians were keener on food/culinary trips. Age groups

From Table 6.33, it can be seen that the percentage of respondents going on shopping trips was about the same for the first four age groups (around 28—30%). It decreased slightly to about 21% for those aged 55 years and over. For sightseeing package tours, the variations among the six age groups Table 6.33

Shopping trips Visit beach resorts Sightseeing package tours Cruises Adventure travel Visit spas Backpacking overseas Timeshare holidays Food/Culinary trips Farm stays

Travel activities by age group

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

28.2 28.2 24.2 20.9 14.3 12.8 11.0 8.4 7.0 5.1

30.3 24.2 29.5 26.1 11.5 9.3 8.7 6.5 6.5 5.9

29.1 18.3 28.8 24.5 11.3 7.8 7.3 8.1 5.9 7.0

29.7 17.9 30.0 25.1 9.1 7.6 8.0 5.3 8.4 8.7

21.4 9.2 25.2 15.3 4.6 4.6 3.1 6.1 4.6 4.6

20.8 9.4 26.4 15.1 2.8 2.8 1.9 3.8 7.5 3.8

Items are ranked according to the first group.

122

Understanding Singaporeans

were minimal. However, greater differences could be seen for travel activities such as visiting beach resorts, visiting spas, and going on adventure travel and backpacking overseas, where a higher percentage of the younger respondents engaged in such activities as compared to those who were older. Education

Table 6.34 shows that the percentage of respondents with differing education levels who went on shopping trips and sightseeing package tours were about the same. However, there was a marked difference for travel activities such as cruises, visiting beach resorts, backpacking overseas, and visiting spas among those with different education levels. For instance, 27.1% of those surveyed with at least a University degree and 30.2% with at least J C and Polytechnic qualifications went on cruises while only 13.9% of respondents with primary school level or below did that. Generally, those with the lowest education were observed to participate less in travel activities of any type. Table 6.34

Travel activities by education

Primary & below (%) Shopping trips Sightseeing package tours Cruises Visit beach resorts Food/Culinary trips Adventure travel Backpacking overseas Farm stays Timeshare holidays Visit spas

23.0 22.3 13.9 8.4 4.1 3.0 3.0 2.4 2.4 1.4

Secondary & voc. inst. (%) 28.5 29.5 20.5 20.7 6.3 10.8 6.4 6.6 6.3 8.7

JC & polytechnic 29.9 27.3 30.2 25.7 8.9 13.3 11.3 8.2 9.3 11.8

(%)

University & above (%) 30.5 33.3 27.1 22.6 6.8 13.6 10.2 6.8 9.6 10.7

Items are ranked according to the first group.

Personal income

Table 6.35 shows the breakdown of the percentage of the respondents in different income brackets who undertook the various types of travel. For shopping trips, the variations among the five different income groups were not very large. Sightseeing package tours were more preferred by the higher income groups (those earning more than $2000 a month).Visiting beach resorts and going on cruises saw the lowest participation rates by the lowest income groups. For instance, only about 11 to 13% of them took

Leisure Activities Table 6.35

Travel activities by personal income

<$1000

(%) Shopping trips Sightseeing package tours Visit beach resorts Cruises Food/Culinary trips Adventure travel Backpacking overseas Timeshare holidays Farm stays Visit spas

123

26.6 24.6 13.1 11.1 7.5 7.0 5.0 4.5 4.0 4.0

$1001$2000 (%) 26.2 22.9 22.6 22.3 5.7 9.5 6.3 5.7 6.8 8.6

$2001$3000 (%)

$3001$5000 (%)

>$5000

29.7 32.9 21.3 36.1 8.4 16.8 11.0 11.6 9.7 11.6

24.4 29.5 20.5 26.9 7.7 14.1 16.7 10.3 12.8 16.7

28.3 33.0 25.3 27.9 7.4 9.1 7.7 7.7 6.1 9.4

(%)

Items are ranked according to the first group

part in such activities as compared to at least 20% for those with higher income. For other more specialized travel activities such as going on adventure travel, backpacking, timeshare holidays, farm stays, and spas, these were favored by those earning at least $3000 a month. 6.5.2

Summary and implications — travel

activities

For Singaporeans, travel activities were mainly confined to sightseeing package tours (28%), shopping trips (28%), taking cruises (23%), and visiting the beaches (20%). There were some differences among the demographic groups. For certain types of travel such as shopping trips, more females and singles participated. For package tours, there did not seem to be huge variations in the rate of participation of the respondents across the demographic factors such as ethnicity, age, education, and personal income. However, for other more specialized types of travel activities such as adventure travel, visiting spas, and backpacking, the proportion of respondents engaging in such activities varied more across the different demographic groups. These were more popular among the single, younger, better educated, and higher income respondents. Travel marketers must, therefore, be selective in their promotional activities to attract customers from different demographic backgrounds.

6.6

H o m e E n t e r t a i n m e n t Activities

Table 6.36 shows the various types of home entertainment activities undertaken by the total sample. More than three-quarters of the respondents

124

Understanding Singaporeans Table 6.36

Home activities by all respondents 2001 (%)

Watch TV/Movies at home Listen to music Reading Surfing the Internet Entertain at home Play computer games Karaoke at home Gardening Play board games/Card games Do hobbycraft at home Play musical instruments

76.7 54.0 50.3 41.3 26.9 20.2 18.6 16.3 12.5 10.9 4.8

1996 (%)* 73 67 55

— — 30

— 9 17 12 11

* Source: Kau et al. (1998), p. 151. Items are ranked according to the first group.

indicated that they watched TV/movies at home while more than half listened to music and another half read at home. About 41% surfed the Internet, 27% entertained at home and about one out of five played computer games. Other less popular home entertainment activities pursued included singing karaoke at home, playing board games, doing hobbycraft, and gardening. Table 6.36 shows the types of home activities undertaken by the respondents surveyed in 1996 and 2001. It was noted that watching TV was still the most popular home activity. This was followed by home entertainment activities such as listening to music. However, the participation rates had decreased between 1996 and 2001 for almost all the activities, with the exception of playing musical instruments. 6.6.1

Home entertainment activities by demographic background

In this section, the various home entertainment activities for the overall sample are analyzed by demographic characteristics. Gender

From Table 6.37, it can be seen that there were only slight differences between the males and females in the types of home entertainment activities pursued. However, the male respondents were more enthusiastic about surfing the Internet and playing computer games whereas a higher proportion of female respondents sang karaoke and did gardening and hobbycraft at home.

Leisure Activities Table 6.37

125

Entertainment activities by gender

Watch TV/Movies at home Listen to music Reading Surfing the Internet Entertain at home Play computer games Karaoke at home Play board games/Card games Gardening Do hobbycraft at home Play musical instruments

Male (%)

Female (%)

77.9 54.2 49.5 45.8 27.1 24.5 17.1 14.5 13.6 9.0 5.4

75.6 53.8 51.0 36.6 26.6 15.8 20.1 10.4 19.0 13.0 4.2

Items are ranked according to the first group.

Marital status Table 6.38 shows the percentage of single and married respondents engaging in the various home entertainment activities. Both the single and married respondents enjoyed watching TV/movies at home. With the exception of a few activities, it was also generally observed that singles were more into home entertainment. For instance, there was a much higher percentage of singles surfing the Internet (60%) as compared to those who were married (30.4%). This phenomenon was also true of playing computer games — 34.2% of the singles participated while only 11.8% of married respondents did likewise. On the other hand, married respondents were more enthusiastic about gardening — 20% did that as compared to only 11% of the singles. Table 6.38

Home entertainment activities by marital status

Watch TV/Movies at home Listen to music Surfing the Internet Reading Play computer games Entertain at home Karaoke at home Play board games/Card games Do hobbycraft at home Gardening Play musical instruments

Single (%)

Married (%)

79.8 65.8 60.0 57.6 34.2 29.6 18.5 18.5 11.3 10.9 7.7

75.6 47.6 30.4 46.7 11.8 25.6 18.8 8.7 10.7 19.7 3.0

Items are ranked according to the first group.

126

Understanding Singaporeans

Ethnic groups

Table 6.39 shows the percentage of respondents engaging in the various home entertainment activities by their ethnic groups. The differences among the ethnic groups were slight across the popular activities such as watching TV, listening to music, and reading. The only exceptions were surfing the Internet where only 29.3% of Malay respondents indicated that they engaged in this activity as compared to 42.8% of Chinese respondents and 41.8% of Indian respondents. Similarly, only 8.7% of Malay respondents played board games/card games as compared to 12.5% of Chinese respondents and 19.1% of Indian respondents.

Table 6.39

Home entertainment activities by ethnic group Chinese (%)

Watch TV/Movies at home Listen to music Reading Surfing the Internet Entertain at home Play computer games Karaoke at home Gardening Play board games/Card games Do hobbycraft at home Play musical instruments

77.3 54.0 51.3 42.8 26.0 21.0 19.1 15.7 12.5 10.1 4.9

Malay (%)

Indian (%)

73.4 52.2 44.0 29.3 28.3 16.3 18.5 19.6 8.7 16.3 4.9

79.1 55.5 48.2 41.8 35.5 18.2 14.5 16.4 19.1 12.7 4.5

Items are ranked according to the first group.

Age groups

From Table 6.40, it can be seen that the proportion of respondents watching TV/movies at home, singing karaoke at home, and doing hobbycraft were about the same across the different age groups. However, there was a stark contrast between the percentages of younger respondents surfing the Internet as compared to the older respondents. Almost two-thirds or 64.5% of those between the ages of 15 and 24 years surfed the Internet, while only 4.7% of those more than 65 years old did so. The decrease in the participation rates as age increased was also observed to be the trend for most of the other activities, such as listening to music, reading, playing computer games, and so on. On the other hand, gardening was favored by the older respondents as only 6.6% of those aged 15 to 24 years engaged in this activity while 32% of those aged 65 years and over did so.

Leisure Activities Table 6.40

127

Home entertainment activities by age group

Watch TV/Movies at home Listen to music Surfing the Internet Reading Play computer games Entertain at home Play board games/Card games Karaoke at home D o hobbycraft at home Play musical instruments Gardening

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

65 & above (%)

80.2 74.0 64.5 60.1 41.4 26.7 19.8 18.3 11.4 8.4 6.6

79.8 59.3 57.0 55.3 25.3 28.4 14.6 17.1 8.7 5.3 11.8

75.7 53.1 40.2 53.1 15.1 28.6 11.1 21.6 12.1 4.9 18.6

74.5 46.0 25.1 43.7 12.2 29.7 9.5 18.3 11.8 3.0 19.0

73.3 34.4 15.3 37.4 6.9 21.4 7.6 19.1 12.2 2.3 23.7

70.8 32.1 4.7 30.2 2.8 16.0 4.7 14.2 9.4 0.9 32.1

Items are ranked according to the first group.

Education Table 6.41 shows the percentage of respondents engaging in various home entertainment activities by their education levels. For the more popular activities like watching TV/movies, the percentage engaging in this activity did not differ too greatly among the various educational groups. It ranged from a low of 70.6% for those with University education, 75% for those with Primary or Junior College education, and 81% for those with

Table 6.41

Home entertainment activities by education Primary & below (%)

Watch TV/Movies at home Listen to music Reading Gardening Entertain at home Karaoke at home Do hobbycraft at home Surfing the Internet Play computer games Play board games/Card games Play musical instruments

75.0 37.2 24.0 22.3 17.9 15.9 9.1 7.1 5.4 5.1 0.7

Items are ranked according to first group.

Secondary & voc. inst. (%) 81.1 57.3 54.2 14.9 29.2 19.4 13.4 40.5 21.2 13.0 3.5

University & polytechnic (%) above (%)

JC&

74.7 61.9 58.1 14.9 30.2 20.4 9.8 60.3 28.4 14.9 7.5

70.6 51.4 61.6 14.1 26.0 15.8 9.0 52.5 20.9 16.9 9.0

128

Understanding Singaporeans

Secondary or Vocational education. However, those with primary education and below appeared to be less active in listening to music and reading. For instance, only 37% and 24% of those with the lowest education participated in these activities, respectively. In contrast, the participation rates were more than 50% for those with higher education. Similarly, only 7% of those with the lowest education surfed the Internet as compared to at least 40% for those with Secondary education and above. Personal income

From Table 6.42, it can be observed that there were not many differences among the respondents taking part in certain types of home entertainment activities across the different income brackets. This was particularly true of watching TV/movies at home, listening to music, playing computer games, and playing board games/card games. The participation rate was lower among the lowest income earners for activities such as surfing the Internet. On the other hand, the proportion of respondents who earned more than $5000 registered the highest participation rates for activities such as reading (71.8%), gardening (24.4%), and playing musical instruments (11.5%) when compared to people in the other income brackets. Table 6.42

Home entertainment activities by personal income <$1000

(%) Watch TV/Movies at home Listen to music Reading Surfing the Internet Entertain at home Gardening Karaoke at home Play computer games Play board games/Card games Do hobbycraft at home Play musical instruments

79.4 55.8 40.2 29.1 27.6 17.6 16.1 15.6 10.1 8.0 1.5

$1001$2000 (%) 74.7 54.2 45.5 37.5 28.6 14.9 22.6 20.5 12.8 12.8 5.1

$2001$3000 (%) 78.8 52.9 52.2 56.2 31.0 10.4 18.2 20.5 13.1 7.7 4.7

$3001$5000 (%) 80.0 53.5 58.7 49.0 25.8 16.8 16.8 19.4 13.5 13.5 5.8

>$5000

(%) 73.1 47.4 71.8 53.8 24.4 24.4 16.7 19.2 10.3 9.0 11.5

Items are ranked according to the first group.

6.6.2 Summary and implications — home entertainment activities Singaporeans are fond of watching TV/movies at homes. Slightly more than three-quarters of them did so regularly. This is followed by listening

Leisure Activities

129

to music (54%), reading (50%), and surfing the Internet (41%). For certain types of home entertainment activities such as watching TV/movies at home and listening to music, there did not seem to be large differences among the respondents in terms of demographic profiles like age, ethnic group, or income group. However, the lowest income group appeared to be less active in activities such as listening to music, reading, home entertaining, surfing the Internet, playing computer games, and board games. Also, age did matter when it came to activities like listening to music, surfing the Internet, reading books, and playing computer games, as a much higher percentage of younger respondents participated in these as compared to their older counterparts. Those with only primary education or below were also found to be less active. However, the variation in participation rates among the different income earners was less pronounced, with the exception of those activities that required the use of the computer. This could be due to the costs of owning and paying for the use of the Internet. To encourage higher involvement, measures must be developed to reduce the cost of participating in these activities.

6.7

Other Activities

Table 6.43 shows the various types of other activities for the total sample surveyed in 2001. The most popular activity in this category was strolling/walking, where about 42% of the respondents indicated that they engaged in such an activity. About 38.5% of the respondents also did shopping/window shopping while nearly one-fifth of them attended religious services. The less popular activities were visiting games arcades (8.5%) and visiting cybercafes (6.6%).

Table 6.43

Other activities by all respondents 2001 (%)

Strolling/Walking Shopping/Window shopping Attend religious services Beach activities Visit private club/Country club Visit games arcade Visit cybercafe

41.6 38.5 19.8 12.9 11.9 8.5 6.6

1996 (%)• 27 51 26 15 6

— —

Source: Kau et al. (1998), p.151. Items are ranked according to the first group.

130

Understanding Singaporeans

Table 6.43 shows the other types of activities undertaken by the respondents surveyed in 1996 and 2001. It was noted that strolling/walking had become a much more popular activity as the percentage increased from 27% in 1996 to nearly 42% in 2001. However, window shopping had lost its popularity. It came down to about 39% in 2001 from a high of 51% in 1996. Small reductions in the participation rates were also observed for religious services and beach activities. However, visiting private clubs had gained popularity between the two years (from 6% to almost 12%). 6.7.1

Various other activities by

demographics

In this section, the various other activities for the overall sample are analyzed by demographic characteristics. Gender

From Table 6.44, it can be seen that females were more enthusiastic about strolling/ walking and shopping/window shopping. For the rest of the other activities, there were higher percentages of male respondents — 15% of the male respondents engaged in beach activities compared to 10.8% of the female respondents. This was also true of visiting games arcades — 10.4% of the males surveyed indicated that they went there regularly while only 6.6% of the female respondents did likewise. Table 6.44

Other activities by gender Male (%)

Female (%)

39.4 31.4 20.7 15.0 13.7 10.4 7.9

43.9 45.9 18.9 10.8 10.1 6.6 5.3

Strolling/Walking Shopping/Window shopping Attend religious services Beach activities Visit private club/Country club Visit games arcade Visit cybercafe Items are ranked according to the first group.

Marital status

Table 6.45 shows the breakdown of the percentages of the various other activities engaged in by single and married respondents. There were some differences between these two groups for all the various activities.

Leisure Activities Table 6.45

131

Other activities by marital status Single (%)

Married (%)

42.6 37.5 19.4 17.4 16.9 12.5 11.6

36.9 44.6 9.0 3.0 21.3 2.8 12.1

Shopping/Window shopping Strolling/Walking Beach activities Visit games arcade Attend religious services Visit cybercafe Visit private club/Country club Items are ranked according to the first group.

About 42.6% of single respondents went shopping/window shopping while only 36.9% of respondents who were married engaged in such an activity. A higher proportion of the married respondents went strolling/ walking (44.6%) while only 37.5% of the singles did so. A higher percentage of singles also engaged in beach activities, visiting games arcades, and visiting cybercafes. However, a larger percentage of married respondents were noted to attend religious services (21%) as compared to their single counterparts Ethnic groups

From Table 6.46, it can be seen that there were only very small differences among the ethnic groups for activities like strolling/walking, shopping/ window shopping, and beach activities. However, only 4.9% of the Malay respondents visited private clubs/country clubs whereas 12.8% of Chinese and 13.6% of Indians did so. There was also a smaller proportion of them visiting games arcades and cybercafes. However, a much larger percentage of Malay respondents regularly attended religious services (42.";

Table 6.46

Other activities by ethnic group

Strolling/Walking Shopping/Window shopping Attend religious services Visit private club/Country club Beach activities Visit games arcade Visit cybercafe

C h i n e s e (%)

Malay (%)

I n d i a n (%)

41.3 39.0 16.0 12.8 12.7 8.9 7.2

44.0 35.3 42.9 4.9 12.0 3.8 1.6

38.2 38.2 22.7 13.6 14.5 13.6 9.1

Items are ranked according to the first group.

132

Understanding Singaporeans

only 16% of Chinese respondents and 22.7% of Indian respondents engaged in such an activity. Age groups From Table 6.47, it can be seen that there were differences in the participation rates for the various activities among the age groups. It was noted that a higher proportion of younger respondents enjoyed shopping/ window shopping, beach activities, visiting games arcades, and visiting cybercafes. For instance, the participation rate for shopping/window shopping for the age group of 15 to 44 years ranged from 40% to 47% whereas only 22 to 26% of those aged 55 years and above did so. However, for activities such as strolling/walking, 55.7% of respondents above 64 years engaged in this while only 35.9% of those in the 15 to 24 years age group engaged in such an activity. For religious services, the attendance rate was higher among those aged 45 years and above (23—26%) compared to their younger counterparts (16—19%). Visiting private clubs was, however, the most popular among those aged 35 to 44 years old.

Table 6.47

Shopping/Window shopping Strolling/Walking Beach activities Visit games arcade Attend religious services Visit cybercafe Visit private club/Country club

Other activities by age group

15-24

25-34

35-44

45-54

55-64

(%)

(%)

(%)

(%)

(%)

46.9 35.9 21.6 20.1 16.1 12.8 7.3

44.7 36.8 17.4 8.7 16.9 8.7 10.7

39.9 43.7 11.1 6.5 18.6 5.9 18.3

32.7 43.3 8.4 4.6 25.5 2.3 14.1

22.1 45.8 5.3 4.6 22.9 3.8 8.4

65 & above (%) 26.4 55.7 2.8 0.0 25.5 0.0 4.7

Items are ranked according to the first group.

Education As can be seen from Table 6.48, the proportion of respondents who did strolling/walking, shopping/window shopping and attended religious services did not vary too greatly across the various educational groups. For the rest of the activities such as visiting private clubs, beach activities, visiting games arcades, and cybercafes, the participation rates were lowest among those with only Primary education or below. However, the most active

Leisure Activities Table 6.48

133

Other activities by education

Primary & Secondary & J C & University & below (%) voc. inst. (%) polytechnic (%) above (%) Strolling/Walking Shopping/Window shopping Attend religious services Visit private club/Country club Beach activities Visit games arcade Visit cybercafe

43.6 30.4 19.6 5.1 2.7 2.4 1.7

35.9 41.0 15.3 17.1 20.0 13.7 10.9

45.5 39.8 22.6 10.2 12.7 8.0 5.4

40.1 41.8 22.6 15.8 13.0 7.3 7.9

Items are ranked according to the first group.

group for these activities were those with Junior College or Polytechnic education. Personal income

From Table 6.49, it can be seen that the percentages of respondents strolling/walking and shopping/window shopping were similar across the different income brackets. However, a higher percentage of respondents with personal incomes of less than $1000 (13.1%) visited games arcades while less than 10% from each of the four remaining income brackets did so. Similarly, this lowest income group also reported the lowest rate of attending religious services (9.5%) but the rates were higher among the other three groups (15.8—28.2%). For visiting private clubs, the participation rate was understandably highest among the highest income group (earning more than $5000 a month). This is due to the high cost of joining a private club in Singapore.

Table 6.49

Other activities by personal income <$1000

(%) Strolling/Walking Shopping/Window shopping Visit games arcade Attend religious services Beach activities Visit private club/Country club Visit cybercafe

46.7 37.7 13.1 9.5 8.5 8.5 7.5

Items are ranked according to the first group.

$1001$2000 (%) 41.4 38.1 8.6 22.9 11.3 8.9 4.8

$2001$3001 $3000 (%) -$5000 (%) 35.7 37.7 7.1 15.8 14.8 10.8 5.7

40.6 36.8 7.1 23.9 14.8 29.7 6.5

>$5000

(%) 47.4 32.1 10.3 28.2 12.8 38.5 12.8

134

6.7.2

Understanding Singaporeans

Summary

and implications

— other activities

Close to 40% of the respondents in the 2001 survey indicated that they went strolling/walking and shopping on a regular basis. However, only 20% reported regular attendance at religious services. These participation rates were lower when compared to those reported in 1996. This might signify a reduction in leisure times between the two periods. When the activity rates were analyzed by demographic characteristics, it was noted that there were some differences in the participation rates for these various other types of activities. For instance, there were higher rates for participation by female respondents in activities such as strolling/walking and shopping. Single respondents were found to be more active in shopping, beach activities, visiting games arcades, and cybercafes while married respondents reported a higher rate of participation in strolling/walking and attending religious services. Malay respondents were also found to be more religious as 43% of them attended such services regularly as compared to Chinese and Indians. As for the different age groups, younger respondents were more interested in shopping/window shopping while older respondents favored taking a stroll or walk. The younger age groups were also keener to take part in beach activities, visit games arcades, and go to cybercafes while the older respondents were more regular attendees of religious services. When analyzed by educational level, there were only small variations in the rates of participation among all groups in the top three activities: strolling/walking, shopping, and attending religious services. However, the group with Primary education or below generally reported the lowest participation rates for visiting private clubs, beach activities, visiting games arcades, and cybercafes. When income level was taken into consideration, it was noted that the rates of visiting private clubs were directly related to income, that is, the higher the income, the higher the participation rate. This is a reflection of the high cost of becoming a member of a private club in Singapore. The lower income group will find it difficult to afford such a luxury. In this respect, the community centers in Singapore will have to play a more active role in promoting their activities.

7 Internet Usage and Behavior

This chapter gives us a glimpse into Singaporeans' orientation towards the Internet technology (E-orientation) and their behavior while using the Internet.

7.1

E-Orientation

In this day and age of the Internet, it is interesting to find out how Singaporeans embrace the Internet technology. This we call E-orientation and we derived the seven statements given in Table 7.1 to measure this attitude. Overall, our survey showed that Singaporeans were not as E-oriented, as evidenced by the average composite score of 3.67 on a 6-point scale (1 = Strongly Disagree, 6 = Strongly Agree). Not surprisingly, Singaporeans

Table 7.1 A. B. C. D. E. F.

Statements on E-orientation

I use the Internet to learn about my hobbies and interests I enjoy exploring web pages on the Internet I use the Internet to enhance my work productivity I use E-mail to regularly keep in touch with my friends I meet people and make new friends on the Internet The Internet has become an integral part of my life

136

Understanding Singaporeans

who were young (15—24 years' age group), male, single, and well educated (at least junior college educated) with personal incomes of above $2000 per month were the most E-oriented in Singapore (see Table 7.2). Table 7.2

E-orientation by demographics Difference in composite scores

E-orientation statements

A*

B

D

F

Composite P-statistics score

Gender Male Female

3.70 3.74 3.71 3.83 3.55 3.67 3.50 3.57 3.55 3.66 3.38 3.49

Age 15—24 years 25-34 years 35-44 years 45-54 years 55-64 years 65 and above

4.18 3.80 3.66 3.35 2.92 2.76

4.19 3.76 3.68 3.21 2.95 2.79

4.26 3.87 3.69 3.30 2.95 2.77

Marital status Single Married

3.99 4.09 4.01 4.18 3.93 3.99 3.39 3.42 3.42 3.49 3.20 3.35

4.07 3.39

Education Primary and below Sec/vocational JC/polytechnic University /postgrad

2.70 3.54 4.09 4.10

2.68 3.61 4.14 4.21

2.79 3.56 4.08 4.14

2.76 3.67 4.27 4.31

2.65 3.36 3.94 3.94

2.70 3.45 4.09 4.16

4.16 4.12 3.57 2.73

Personal income <$1000 $1000-$2000 $2001-$3000 $3001-$5000 $5001 and above

3.21 3.56 3.87 3.86 4.13

3.23 3.63 3.91 3.91 4.07

3.35 3.61 3.93 4.00 3.93

3.43 3.69 3.99 4.17 4.11

3.23 3.41 3.65 3.60 3.73

3.23 3.43 3.91 4.03 4.07

4.05 3.94 3.90 3.59 3.32

4.31 3.88 3.72 3.29 2.99 2.76

4.12 3.85 3.76 3.34 2.96 2.76

4.40 4.03 3.81 3.40 2.98 2.71

4.25 3.60 3.44 3.04 2.94 2.75

3.72 3.56

Significance

8.108

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* A—F refer to statements in Table 7.1.

7.2

Internet Usage

In order to understand Singaporeans' E-lifestyle, we asked Singaporeans several Internet usage questions. As far as access to the Internet was concerned, only slightly more than half (59.1%) of Singaporeans surveyed had access to the Internet (see Chart 7.1), and the most common reason (80%) for this

Internet Usage and Behavior

137

low accessibility was that many did not find a use for it (see Chart 7.2). It was interesting to find that the rest of the reasons given for not using the Internet were cost related: telephone charges, cost from Internet service provider, and cost of the computer. While the low Internet usage rate is of concern to policy makers who are trying to make Singapore an information-technology savvy society, the good news is that the barriers to such low usage are not technical or psychological in nature. Hence, policy makers, service providers, and manufacturers could work on bringing the cost of Internet usage down to encourage more Internet usage among Singaporeans. Among Singaporeans who had access to the Internet, a very high percentage (84.2%) had primary access points at home, followed by the work

Chart 7.1

Cost of computer

Percentage of respondents with access to the Internet

Cost from Internet service provider

Chart 7.2

Cost from telephone charges

Others

Reasons for not accessing the Internet

Do not find any use for it

138

Understanding Singaporeans

place (38.4%) as shown in Chart 7.3. The high household penetration rate showed that Internet users did not merely use the Internet for work-related purposes but for leisure and communications purposes as well. Perhaps the high operating cost had deterred many Singaporeans from spending long hours surfing the Internet. As shown in Table 7.3, only a negligible number (5%) spent more than 5 hours per day on the Internet. The majority (41.8%) merely surfed the Internet for less than 2 hours, while slightly more than a quarter (26.9%) spent between 3 and 5 hours per day on the Internet. Singapore is still relatively underdeveloped as far as online commerce is concerned. As shown in Chart 7.4, despite the high household penetration rate mentioned earlier, only a very negligible number of Singaporeans surveyed (4%) reported having online purchasing experience during the past six months. Even the products that were purchased by Singaporeans online showed that they had not really caught on with the idea of shopping online. As shown in Chart 7.5, close to half (45%) of the purchases were for books/magazines, followed by gifts/flowers/hampers (25%), and

Home

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Friend's place Chart 7.3

Table 7.3

School

Internet cafe

Library

Primary Internet access points

Internet access time per da/

Time None at all Less that 1 hours About 1—2 hours About 3-5 hours About 6-8 hours 9 hours or more

Percentage (%) 2.8 23.6 41.8 26.9 4.2 0.8

Community centre

Others

Internet Usage and Behavior

Chart 7.4

Online purchasing experience during the past six months.

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140

Understanding Singaporeans Table 7.4

Amount of money spent on online purchasing

Amount
Table 7.5

Percentage (%)

$100 $101-$500 S501-S1000 $1001-$1500 $1501-$2000 $2000

28.3 46.7 16.7 0.0 5.0 3.3

Top 10 factors Singaporeans are concerned about when buying online

Concern Quality of product Not being able to see and touch product Product return policy Delivery cost Lack personal touch & attention Lack of after sales service Delivery speed Limited product selection Reputation of companies Revealing personal identity

Mean rating 3.7 3.7 3.58 3.58 3.56 3.55 3.54 3.53 3.52 3.43

of 1 (Very Unimportant) to 6 (Very Important), Singaporeans rated product-risk factors like "Not being able to actually see and touch" (3.7), and "Quality of product" (3.7) as top factors of concern. Apparently, Singaporeans were also bothered by financial risk-related factors such as "Delivery cost" (3.58) and "Return Policy" (3.58), service-related factors like "Lack of personal touch and attention" (3.56), "Lack of after sales service" (3.55), "Delivery speed" (3.54), retailer-related factors like "Limited product selection" (3.53), and "Reputation of company" (3.52), as well as trust factors such as "Concerned about revealing personal identity" (3.43), which made them less keen on shopping online. Online retailers should take note of these and devise strategies to help Singaporean consumers reduce their online purchase risks and concerns. Compared to Singaporeans' concerns about shopping online, the top factors that they cited that influenced their online shopping behavior were mild. As shown in Table 7.6, "Convenience" (3.32 on a 6-point scale), "Availability" (3.3), "Varied choice of merchandise" (3.3), and "No hassling from salespeople" (3.25) were factors too basic for any online retailer to differentiate their offers to appeal to more Singaporeans to shop online. This

Internet Usage and Behavior Table 7.6

Top four factors influencing Singaporeans to buy online

Factor Convenience Availability Varied choice of merchandise N o hassling from salespeople

Mean rating 3.32 3.3 3.3 3.25

result supports our earlier comment that as far as E-commerce is concerned, Singapore has not caught on yet. The Internet is a very popular tool for entertainment, as Table 7.7 shows. Among those who had access to the Internet, close to three-quarters (71.8%) of them used it for entertainment purposes, with a large portion of them using it at least once a week for such a purpose. Those in the age groups of 15 to 24 years and 25 to 34 years were the most frequent users of the Internet for entertainment purposes, regardless of gender and race. However, the widowed/divorced and single Singaporeans were the most frequent users of the Internet for entertainment purposes (see Table 7.7). Most of these frequent users were at least junior college educated and mostly self-employed (see Table 7.8). They belonged to the "Being Successful" stage of their career lifecycle and had personal incomes of $5000 and above (see Table 7.9). The Internet is also a popular tool for educational purposes, as Table 7.10 shows. Among those who had access to the Internet, almost half used the Internet for educational purposes, with a majority of them using it at least once a week. Not surprisingly, the most frequent users were those belonging to the younger age group (15—24 years), regardless of gender, mostly of Chinese descent, and single (see Table 7.10). Although Singapore is a financial centre, the use of the Internet for online banking services is surprisingly low. As shown in Table 7.11, among those who had access to the Internet, only about a third (35.4%) used the Internet for banking services, and almost half of these users only used online banking less than once a week. Among the active users, Singaporeans in the 35 to 44 years age group were the most active in terms of online banking usage, where more than a quarter of them (27.2%) used online banking at least once a week (see Table 7.11). Most of them were likely to be female, of Chinese descent, and married (see Table 7.11). As shown in Table 7.12, these frequent online banking users had university and above level of education and were most likely to be self-employed. These frequent online banking customers could be described as either "Being Recognized" or "Being Successful" in their career cycles, with personal incomes of above $5000 (seeTable 7.13). Using the Internet for stock trading is also not very common in Singapore, as shown in Table 7.14. Among those who had access to the

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Internet, only a quarter (25.2%) used the Internet to trade stocks, and a majority of them did this once a week or less. Unlike the frequent online banking users, the frequent online stock traders were in a slightly older age group (45—54 years) and mostly males. However, like the frequent online banking customers, the frequent online stock traders were also mostly married and of Chinese descent. They were also likely to be university educated and self-employed (Table 7.15). If characterized by their career lifecycles, the frequent online stock traders would be in the "Being Recognized" and "Being Successful" stages and earning personal incomes of at least $5000 (see Table 7.16).

7.3

S u m m a r y and Implications

This section highlights the survey findings on the E-orientation of Singaporeans and discusses some of the implications for policy makers. According to a survey of 75 countries by the World Economic Forum and Harvard University, Singapore emerged as the most successful country in Asia in terms of readiness to be part of the connected world (The Straits Times, 1 May, 2002). This is supported by our survey which shows a very high household penetration rate of 84.2% (that is, having access points at home) for those who have access to the Internet. Hence, it shows that the Singapore government's efforts in promoting the use of IT among citizens have paid off. However, our survey shows that the older (those aged above 35 years) and less educated (those with less than Junior College education) Singaporeans have yet to catch up as far as being E-orientated is concerned. This, together with the findings that low or non-Internet usage was mainly due to costrelated reasons, may signal to policy makers and service providers the need to examine their cost structures so as to make Internet access more affordable to the lower income user groups. Despite the high household penetration rate for those with access to the Internet, Singaporeans still lagged behind other IT savvy nations in using it for E-commerce purposes. Our survey results show that shopping, banking and trading of stocks online in Singapore have yet to take off and the reasons impeding such online behavior are linked to security and trust concerns. Policy makers may, therefore, need to address the issue of how to build up consumers'trust of online retailers so as to encourage E-commerce to develop in Singapore. The recent agenda of activities planned by the Infocomm Development Authority of Singapore (IDA), such as organizing trade fairs in which vendors and online merchants demonstrate how consumers can trade safely online, and talks on internet security in community clubs, are steps in the right direction (The Straits Times, 5 July, 2003).

8 Clustering of Singaporeans

In this chapter, clusters of Singaporeans are identified based on their lifestyles and value systems. Factor analysis was first conducted to identify underlying meaningful dimensions of Singaporeans' values, lifestyles, and aspirations. Based on the identified dimensions, cluster analysis was carried out to determine the clusters o f Singaporeans. Finally, profiles of the identified clusters were examined in terms of values, attitudes, and demographic variables.

8.1

Dimensions of Singaporeans' Value Systems

This section describes the factor analysis that identified meaningful dimensions of Singaporeans' values, lifestyle, and aspirations. Using the 56 variables that measured various dimensions of the values and attitudes of Singaporeans, six factors were identified. The results of factor analysis are presented in Table 8.1. •

Factor I: E-orientation: This factor had six variables and explained I 3.2% of the variance. It was named E-orientation as all items were related to how Singaporeans made use of the Internet technology in their everyday lives.

•

Factor 2: Family values: This factor also had seven variables and explained I 1.3% of the variance. It was named "Family values" because all the items were related to the nurturing and upholding of family values.

•

Factor 3: Societal consciousness: This factor had nine variables and explained 8.8% of the variance. It was named "Societal consciousness" because all the items represented a

154

Understanding Singaporeans Table 8.1

Seven factors and factor loading scores*

Items Factor 1: E-orientation (13.2% variance explained) I enjoy exploring web pages on the Internet I use email regularly to keep in touch with my friends The Internet has become an integral part of my life I use the Internet to learn about my hobbies and interests I use the Internet to enhance my work productivity I meet people and make new friends on the Internet Factor 2: Family values (11.3% variance explained) Family love makes a person feel appreciated and treasured Family members should communicate openly and honesdy with each other Family members should stand by one another through life's ups and downs One should honour one's parents and grandparents Family members should be prepared to make sacrifices to help each other One should support one's parents in their old age One should strive to provide the best for one's children Factor 3: Societal consciousness (8.8% variance explained) I would be willing to use a non-polluting detergent even if I have my laundry less white I am willing to volunteer work on a regular basis I would be willing to bring my own bags for shopping to reduce the use of non-recyclable bags I usually buy products that use recyclable packaging I will stop buying my favourite brand if I know the company producing it was polluting the environment I often find time to be involved in community or charity work I often donate money for charitable causes I feel I should do my part to help raise funds for charity. I am willing to pay more for products that are friendly to the environment Factor 4: Status consciousness (4.7% variance explained) I like to own things that impress people I usually look out for well-known brands to reflect my status in life I admire people who own expensive homes, cars, and clothes I feel good if the credit card I use gives the impression of high status with exclusive privileges My social status is an important part of my life Factor 5: Traditionalism (6.8% variance explained) It is wrong to have sex before marriage I like to stick to traditional ways of doing things I celebrate festivals in the traditional way Divorce is unacceptable Religion is an important part of my life

Factor loading

0.864 0.852 0.845 0.841 0.817 0.756 0.764 0.747 0.711 0.703 0.693 0.693 0.659 0.629 0.627 0.614 0.583 0.567 0.531 0.528 0.482 0.481

0.681 0.667 0.626 0.576 0.555 0.864 0.852 0.817 0.756 0.655 (continued)

Clustering of Singaporeans

155

Table 8.1 Continued Items

Factor loading

Factor 6: Entrepreneurial spirit (4.6% variance explained) I have more self-confidence than most people I am creative and resourceful in solving problems To me, realizing my fullest potential is more important than monetary rewards Factor 7': Materialism (4.1% variance explained) Money is the most important thing to consider in choosing a j o b If I had to choose between having more money or leisure, I would choose money Money can solve most peoples problems

0.753 0.664 0.513 0.734 0.626 0.494

* During factor analysis of the original 56 items, some items were deleted from the scales due to low communality and inconsistency in factor loadings. Preliminary factor analysis found that some of these items did not load on any factors (i.e., had low communalities), made up a single factor that was difficult to interpret (explained less than 3% of the variance), or loaded on factors with irrelevant items.

conscious desire to improve the society's well being. For instance, five of the nine items were related to efforts towards protecting and conserving the environment, while the remaining four items were related to looking after the less fortunate members of society. •

Factor 4: Status consciousness: This factor had five variables and explained 7.1% of the variance. It was named "Status consciousness" because three out of five items reflected Singaporeans' desire to impress others by achieving and/or maintaining a certain social status, and the remaining two items reflected Singaporeans' preoccupation with status.

•

Factor S:Traditionalism: This factor had five variables and explained 6.8% of the variance. It was named "Traditionalism" because the loaded items represented traditional values regarding marriage, sex, and religion, as well as the observation of traditional festivals and traditional ways of doing things.

•

Factor 6: Entrepreneurial spirit: This factor had three variables and explained 4.6% of the variance. It was named "Entrepreneurial spirit" because the loaded items representing values like self-confidence, creativeness, and potential realization were related to an entrepreneurial orientation.

•

Factor 7: Materialism: This factor had three variables and explained 4.1 % of the variance. It was named "Materialism" because the common denominator among all the items was money.

8.2

Identification of Clusters

Based on the seven identified factors, a cluster analysis was conducted with two objectives: to identify major clusters of Singaporeans that are

156

Understanding Singaporeans

comparable with the clusters found in the 1996 survey, and which possessed stability and reproducibility. Our analysis shows that an eight-cluster solution provided better interpretability and comparability with the 1996 seven-cluster solution. Brief descriptions of the clusters with their distinct demographic characteristics (from Table 8.2) are given below. •

Traditional family oriented group: This group consists of 9.0% of the respondents, it is characterized by those who are both family oriented (second highest score on the family values dimension) and tradition oriented (highest score on the traditionalism dimension). Although this group is somewhat materialistic (second highest score on the materialism dimension), it is non-status-oriented and socially conscious. This group is not E-oriented (second lowest score on E-orientation dimension). Demographically, this group has slightly more females (59.3%) than males, older (mostly in their 50s and 60s), mostly married (84.4%), and relatively more Malays (17.8%). Members of this group have relatively lower level of education and are less well off, comprising mostly housewives, retirees and blue collar workers.

•

New age family oriented group: This group consists of 6.1 % of the respondents. It is characterized by those who are family oriented (highest score on the family values dimension) but not tradition oriented (second lowest score on the traditionalism dimension). This group is not materialistic (lowest score on materialism) and not status conscious (lowest score on status consciousness). This group is highly societal conscious (highest in societal consciousness dimension) and somewhat E-oriented (second highest on the E-orientation score). Demographically, this group is represented by slightly more females (52.7%), who are relatively young, with the highest proportion of non-Chinese. Members of this group have relatively good education background, and are middle income earners ($l000-$3000 personal income).

•

Modern pragmatists: This group consists of 10.5% of the respondents. It represents those who are materialistic (above average score on the materialism dimension) but care about society (third highest score on the societal consciousness dimension). They are status conscious (second highest score on the status consciousness dimension). They seem to balance their materialistic needs with social consciousness, but are not really traditional in their way of life (low traditionalism score), which explains the modern pragmatic nature of this group. They are somewhat entrepreneurial (third highest in entrepreneurial spirit score) but not E-oriented (lowest score on E-orientation). Demographically, there are more females in this group (54.1%), relatively older (about 19.1% in this group are above 65 years of age), and mostly married (77.9%). This group draws proportionately from all four races in Singapore, and they have a lower level of educational background (56.1% of them have primary and below education) and low income (22.3% have less than $1000 personal income), as this group comprised mostly housewives (20.4%), retirees (16.6%) and blue collar workers (33.1%).

•

Materialistic entrepreneurs: This group has 9% of the respondents. It represents those who are very materialistic (highest on materialism score) but entrepreneurial

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•

Entrepreneurial striven: This group has 9.1% of the respondents. It represents those who are very entrepreneurial (highest score on the entrepreneurial spirit orientation dimension), very conscious of social status (highest score on the status consciousness), do not care about the society (lowest score on societal consciousness dimension) but are somewhat traditional (above average score on the traditionalism dimension). They are not materialistic (second lowest score on the materialism dimension) and somewhat E-oriented. We call them entrepreneurial strivers because of their strong entrepreneurial orientation and the desire for recognition through status. Demographically, this group has slightly more females (52.6%), most likely in their 30s and 40s, across all educational and income levels, but mostly holding white collar jobs.

•

Dreamers: This group represents 9.5% of the respondents. Members of this group are not entrepreneurial (lowest score on the entrepreneurial spirit dimension) but status conscious (second highest on the status consciousness dimension) and somewhat materialistic, These characteristics earn them the title of dreamers. They are also not that socially conscious and E-oriented. Demographically, they are more likely to be female (53.1%), relatively young and single (50.3%), and there are relatively more Malays in this group (18.2%). Most have secondary and vocational education (44.8%), drawing middle income (51.1% are in the $l000-$3000 personal income group).

•

Aspirers: This group represents 28.3% of the respondents. They are very E-oriented (highest score on E-orientation), care for the society (second highest score in the societal consciousness dimension), and traditional in their way of life (second highest in the traditionalism dimension). However, they are only somewhat materialistic and status conscious as witnessed by the average scores on these dimensions. Demographically, this group comprises more males (52.8%), who are relatively young and with a relatively good educational background (39.6% have junior college and polytechnic level of education), regardless of race. There are relatively more self-employed people in this group (10.6%), which explains why this group has slightly more people with higher income (20% earn personal incomes of $5000 and above).

•

Independents: This group consists of 18.5% of the respondents. It is characterized by those who do not want to be bound by family values and ties (lowest score on the family values dimension) and do not care much about things around them (below average scores on all other dimensions). Demographically, more males belong to this group (53.6%), but they are almost equally distributed across all age groups and have a

Clustering of Singaporeans

161

proportional race composition that is consistent with the national population. They also have a relatively good educational background (37.1 % have junior college and polytechnic education) with a balanced income distribution.

8.3 8.3.1

Lifestyle Activities of Clusters Life satisfaction

In general, all eight clusters of Singaporeans are satisfied with life in general, with an average score of 4.81 out of a 6-point scale (see Table 8.3). The Aspirers are the most satisfied with a highest score of 4.96, while the Independents are least satisfied with a lowest score of 4.52 (see Table 8.4). However, Singaporeans are less satisfied with life in Singapore, with a mean core of 4.50. The New age family oriented group is most satisfied with life in Singapore, while the Independents are the least satisfied with life in Singapore. 8.3.2

Leisure activities

It can be seen from Table 8.3 that the New age family oriented groups are the most active, being above the norm in going to the movies, attending concerts, and computer classes, participating in fund raising activities, window shopping, as well as going on packaged holiday tours. It is not surprising to find that the Materialistic entrepreneurs are most active in shopping and window shopping activities. Local Chinese TV dramas are equally watched by all the eight clusters, although the Independents, Entrepreneurial strivers, and the New age family oriented groups are below average in this kind of viewership (see Table 8.4). On the other hand, local English TV dramas attracted fewer audiences across the eight clusters, and the Aspirers and Materialistic strivers are two groups with high viewership of such programmes. Watching movies on TV is most popular among the Materialistic entrepreneurs while only the Traditional family oriented and the Materialistic entrepreneurs are keen followers of news and current affairs programmes on TV Sitcoms and comedies are most favoured by the Materialistic entrepreneurs. The Materialistic entrepreneurs are the only group who are keen listeners of radio program such as Mandarin pop, Rock music, and golden hits (see Table 8.4). Readership of the local English Daily (The Straits Times) is highest among the New age family oriented group, while the local tabloid (The

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New Paper) is a popular newspaper* among the New age family oriented group and the Materialistic entrepreneurs. The local Chinese daily (Lianhe Zaobao) is a favorite among the Modern pragmatists and the Materialistic entrepreneurs. 8.3.3

Internet and online shopping

behavior

Internet access is lowest among the Traditional family oriented group and highest among the Aspirers (13% and 78%, respectively, against a national average of 59%, see Table 8.5). Online shopping is still a rarity even among the clusters which have a higher percentage of Internet access such as the New age family oriented, Materialistic entrepreneurs, Dreamers, and the Aspirers. 8.4

C o m p a r i s o n B e t w e e n 1996 and 2001 Clusters

In this section, a comparison is made between the seven clusters of 1996 and the seven clusters of 2001 (Table 8.6), to evaluate changes in the values and lifestyles of Singaporeans. The new cluster (Dreamers) formed from the 2001 data is excluded from this discussion. Also, since E-orientation was not measured in 1996, all comparisons of values are done without taking into account the E-orientation dimension. As Table 8.6 shows, the Entrepreneurs and Materialists in 1996 are now characterized by three groups: the Entrepreneurial strivers, the Materialistic entrepreneurs and the Dreamers in 2001. The number of Singaporeans who belong to the Aspirers group has increased from 18.4% in 1996 to 28.3% in 2001. Comparing the Traditional family oriented groups in 1996 and 2001 (see Chart 8.1), it can be seen that the only change in values is that materialism is more pronounced in 2001 (E-orientation was not measured in 1996).

Table 8.6

Comparison between 1996 and 2001 Clusters

1996 Lifestyle segments

2001 Lifestyle segments

Traditional family value oriented (16.1%) N e w age family value oriented (13.9%) Pragmatists(11.1%) Entrepreneurs (13.1%) Materialists (14.3%)

Traditional family value oriented (9%) N e w age family value oriented (6.1%) Modern Pragmatists (10.5%) Entrepreneurial strivers (9.1%) Materialistic entrepreneurs (9%) Dreamers (9.5%) Aspirers (28.3%) Independents (18.5%)

Aspirers (18.4%) Independents (13.1%) Source: Seven Faces of Singaporeans, p. 260.

Clustering o f Singaporeans

165

1996

-New age family oriented Materialists -Independents

Traditional family oriented Pragmatists Aspirers

E-orientation

2001

1.00i Family V a l u e s

Materialism

Entrepreneurial Societal consciousness

spirit

Stains

Traditionalism

orientation —*— New age family oriented Traditional family oriented Materialistic entrepreneurs * Modern pragmatists —«— Independents —•—Aspirers —i— Entrepreneurial strivers Dreamers C h a r t 8.1

Changes in values among clusters (Traditional family oriented

I6.M

1996 versus 9% in 2001))

A family highly Chart

marked change in value systems also happened to the New age oriented groups. Compared to the group which scored very on materialism in 1996, the 2001 group is not materialistic at all (see 8.2).

166

Understanding Singaporeans

1996

- New age family oriented Materialists -Independents -Entrepreneurs

Traditional family oriented • Pragmatists • Aspirers

2001 Family values orientation

Materialism

Entrepreneurial spirit

Societal consciousness

Traditionalism' Status orientation

—•—New age family oriented » Traditional family oriented Materialistic entrepreneurs * Modern pragmatists —•—Independents -*— Aspirers —t— Entrepreneurial strivers — Dreamers C h a r t 8.2

Changes in values a m o n g clusters ( N e w age family o r i e n t e d ( l 3 . 9 % in 1996 versus 6 . 1 % in 2001))

As can be seen from Chart 8.3, the Modern pragmatists (2001 group) are more entrepreneurial and status conscious than the Pragmatists of 1996. The materialistic Singaporeans of 2001 (Materialistic entrepreneurs) are different from their counterparts in 1996 (Materialists), as the former

Clustering of Singaporeans

167

1996

New age family oriented Materialists Independents Entrepreneurs

2001

Traditional family oriented " Pragmatists -Aspirers

Family values

Materialism

Entrepreneurial spirit

Traditionalism New age family oriented Materialistic entrepreneurs Independents Entrepreneurial strivers Chart 8.3

Societal consciousness

Status orientation Traditional family oriented - Modern pragmatists - Aspirers - Dreamers

Changes in values among clusters (Pragmatists (I I.I % in 1996) versus Modern pragmatists (10.5% in 2001))

possess more entrepreneurial spirit and do not do things the traditional way (see Chart 8.4). Singaporeans who made up the Entrepreneurs group in 1996 are also very different from those who formed the Entrepreneurial strivers group in

Understanding Singaporeans

168

1996

—•— —t— —*— — i —

New age family oriented —•—Traditional family oriented Materialists — x — Pragmatists Independents — • — Aspirers Entrepreneurs

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2001

Family values Materialism

Entrepreneurial spirit

Traditionalism

—•— New age family oriented

Societal consciousness

Status orientation Traditional family oriented

Materialistic entrepreneurs —«— Modern pragmatists

Chart 8.4

—«— Independents

—•— Aspirers

— i — Entrepreneurial strivers

—— Dreamers

Changes in values among clusters (Materialists (14.3% in 1996) versus Materialistic entrepreneurs (9% in 2001))

2001, as shown in Chart 8.5. The latter group is less materialistic but more status conscious than the former. The Entrepreneurial strivers (2001) also pay more attention to doing things the traditional way but less attention to societal concerns than the Entrepreneurs (1996).

Clustering of Singaporeans

169

1996

-New age family oriented Materialists -Independents - Entrepreneurs

- • — Traditional family oriented -K— Pragmatists - • — Aspirers

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2001

1.00

Materialism

Entrepreneurial spirit

Traditionalism - • — New age family oriented Materialistic entrepreneurs - x — Independents H — Entrepreneurial strivers C h a r t 8.5

Family values

Societal consciousness

Status orientation Traditional family oriented Modern pragmatists Aspirers Dreamers

Changes in values among clusters (Entrepreneurs (13.1% in 1996) versus Entrepreneurial strivers (9.1% in 2001))

The values of Singaporeans who form the Aspirers group in 1996 are no different from those in 2001, as shown in Chart 8.6. They are just as materialistic, entrepreneurial, traditional, and status as well as societally conscious.

Understanding Singaporeans

170

1996

- New age family oriented Materialists - Independents - Entrepreneurs

Traditional family oriented - Pragmatists • Aspirers

E-orientation 1.00 Family values Materialism x

Societal consciousness

Entrepreneurial spirit

Status orientation

Traditionalism

—*— New age family oriented Materialists entrepreneurs —*— Independents — i — Entrepreneurial strivers

Chart 8.6

-"•"" -*-"•" -—

Traditional family oriented Modem pragmatists Aspirers Dreamers

Changes in values among clusters (Aspirers (18.4% in 1996 versus 28.3% in 2001))

Singaporeans belonging to the Independents group of 1996 and 2001 do not differ much in values, except that the latter group is slightly more oriented towards doing things the traditional way (see Chart 8.7).

Clustering of Singaporeans

— • — New age family oriented

—•—Traditional family oriented

—tr— Materialists

—x— Pragmatists

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— • — Aspirers

171

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E-orientation

2001

1.00 Family values

Materialism

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Societal consciousness

Status orientation

Traditionalism

—•— New age family oriented Materialistic entrepreneurs —•— Independents — i — Entrepreneurial strivers

Chart 8.7

—•— —*— —•— —

Traditional family oriented Modern pragmatists Aspirers Dreamers

Changes in values among clusters (Independents (13.1% in 1996 versus 18.5% in 2001))

172

8.5

Understanding Singaporeans

Summary and Implications

In this chapter, eight major clusters of Singaporeans were identified based on the lifestyle questions. They were the Traditional family oriented, New age family oriented, Materialistic entrepreneurs, Modern pragmatists, Aspirers, Independents, Entrepreneurial strivers, and Dreamers. The identified characteristics of each cluster are as follows. Compared to the Traditional family oriented group (9%), which is somewhat materialistic, very respectful of traditional values, and not E-oriented, the New age family oriented group (6.1%) is very E-oriented and pursues societal wellbeing together with family values. This group is mostly represented by young Singaporeans who are more likely to be women than men. The Independents (18.5%) are not family oriented and do not really care about things around them. The Materialistic entrepreneurs (9%), mostly represented by younger, better educated, and middle income males, have high entrepreneurial spirit and are not constrained by traditional values. They are different from the Entrepreneurial strivers (9.1%) who are not as materialistic, and who are mostly represented by slightly older female Singaporeans. The Aspirers (28.3%) are different from the Dreamers (9.5%) as the former are more entrepreneurial, very E-oriented, do things the traditional way and care about the society, while the latter are not entrepreneurial but materialistic, status conscious, and do not really care about societal well-being. The Modern pragmatists (10.5%), unlike the Dreamers (9.5%), are more entrepreneurial and pursue materialistic values with a balance of societal consideration. Most of the Modern pragmatists are females who are in their late thirties, and married, while most of the Dreamers are females who are in their late twenties and single. Profiles of the identified clusters show that the clusters are different in terms of demographic variables, psychographic and lifestyle activities.

9 Successful Aging in Singapore

9.1

Introduction

It is a reality that the world is greying; in particular, Asia is aging more rapidly than the rest of the world. In 1985, only 28% of the world's elderly lived in Asia; it will rise to 58% by 2025 (Longman 2000). This global aging crisis has resulted in increased attention to the elderly population and a proliferation of gerontological research in the last two decades (Kua 1994). Recently, there has been a surge in research on successful aging. This trend showed that people are moving away from the stereotypical views of old age as an unmitigated process of decline and unhappiness. In recognizing the elderly as unique individuals with specific needs and concerns, this chapter aims to provide an understanding and appreciation of elderly consumers in Singapore. Selected survey data on personal values, value orientations, and activities will be used to highlight the values and lifestyles of the elderly in Singapore. Through quotes and excerpts from semi-structured interviews, this chapter also presents the elderly s views and concerns about aging, and how these influence their consumption behavior. The insights gleaned from this chapter will aid policy makers and marketers in understanding and meeting the needs of the elderly in Singapore.

9.2

"Successful Aging" and the Elderly in Singapore

In Singapore, the elderly are defined as persons aged 65 years and above (The 2000 Census of Population). Usual aging is the process in which people age

174

Understanding Singaporeans

normally; successful aging is the process in which people age particularly well (Rowe and Kahn 1997). According to the World Health Organization (WHO), successful aging is often associated with physical, mental and social health, and well-being.Vaillant (1994) has suggested biological health, length of life, mental health, psychological efficacy, and life satisfaction as parameters to measure successful aging. Other than using health as an indicator of successful aging, functional status, affective status, cognitive status, and productive involvement have also been used (Chou and Chi 2002). Their respondents (i.e., the Chinese in Hong Kong) who had more education, close relatives, frequent contact with friends, better self-rated health, and higher levels of life satisfaction were more likely to meet the criteria in successful aging. Neugarten (1996) used the life-satisfaction perspective of the individual elderly to define successful aging. Her study showed that there is no single formula which spells satisfaction or success. The definitions and parameters of successful aging are subjective and culturally varied. As argued by Vaillant (1994), successful aging, no matter how humanely defined, is a value judgement. Singapore is the fastest aging society in Asia (Mehta 2000). Projections suggest that the proportion of the aged in Singapore will increase from about 10% today to 26% in 2030. J Regular and timely discussions on the issues, realities, and associated economic and social costs related to Singapore's aging population have been ongoing for the past few years. Successful aging in Singapore means a cohesive and resilient society whereby all levels of society (i.e., individual, family, community, and national) are well prepared for the challenges and opportunities of an aging Singapore (Proposal of the Inter-ministerial Committee on the Aging Population 1999). The letter from PM Goh ChokTong to Minister Mah Bow Tan on 9 November 1999 summarizes the vision for Singapore's greying population: We want Singaporeans to age with dignity and to remain involved in society. We want them to be actively engaged in family and community life. And in line with the Singapore 21 Vision, we must maintain a strong sense of cohesion between the generations. Singapore should be the best home for all ages. (Prime Minister Goh ChokTong, Report of the Inter-Ministerial Committee on the Aging Population 1999.) In order to cope with this demographic change, many national policies and initiatives were set up by the government (Teo 1994). An example is the modification of the Central Provident Fund (CPF) (i.e., a social security system) to make it attractive for employers to retain older workers in the job

1

http://www.mcds.gov.sg/HTML/elderly/elderly_fr.html

Successful Aging in Singapore

175

market. In addition, a review of key newspaper reports over the past two years revealed an encouraging trend of greater involvement and cooperation by the government and community in supporting the graying population in Singapore. For instance, the government formed the Inter-Ministerial Committee (IMC) to deal with the aging phenomenon. The Ministry of Community Development and Sports (MCDS) collaborated with other organizations to encourage the elderly to lead active lifestyles. They also attempted to dispel negative attitudes about aging by launching initiatives such as "The Senior Citizens' Week" and "Grandparents' Day". These initiatives highlighted the positive and rewarding aspects of being elderly. There are also sprawling networks of citizen-led committees such as People's Association retirees' clubs, which organize a wide range of cultural, educational, sports, and recreational activities to facilitate the social integration of the elderly (Lee 2001). All these efforts were expended to aid the elderly in aging successfully. Despite the concerted efforts by the Singapore government, the suicide rates in Singapore and most countries in the West (e.g., Britain and America) register the highest percentages amongst the elderly (Kua 1986). In Singapore, the elderly who are above 75 years of age formed the greatest proportion of suicides among other age groups (Khalik 2001). A study found that the number of depressed elderly had doubled over the last decade (Liang 2001). Seventy-seven percent of the elderly in a survey were dissatisfied with their lives (i.e., indicating it as "fair" or "poor") (Kua 1986). These trends suggest a need for more research to understand the elderly and meet their needs. The stream of research on the elderly is more extensive in developed countries, compared to Asian countries (Kua 1994). There is particularly a scarcity of research in the field of consumer research on successful aging of the elderly. In Singapore, the bibliography of studies on the elderly showed the focus was on issues that had economic and social implications on the society, such as employment, financial security, housing, transport, social care, healthcare, and the social integration of the elderly (Wong et al. 1999). In addition, the existing studies on the elderly were mainly broadbased and employed quantitative methods (Chen and Chang 1982; Lim 1987; Shantakumar 1994; The National Survey of Senior Citizens in Singapore 1995). An exception was an ethnographic study on the lifestyles and life satisfaction of the lower-income group of elderly persons living at the older housing estates of Singapore (Kua 1984, 1986). The most common leisure activities of the elderly in Singapore were watching TV, reading, and listening to music (Shantakumar 1994; Kau et al. 1998; Kua 1986,1994). Exercises such as taiji and strolling were also popular among the elderly. The elderly formed the largest proportion among the

176

Understanding Singaporeans

other age groups that attended religious services. Looking after grandchildren, window-shopping, and gardening were other common activities undertaken by the elderly. Consistent with Bernard and Phillipson (1995), Singaporean elderly women spent a considerable amount of their time doing housework; they continued even after their children had grown up (Kua 1986). In terms of involvement in community activities, the elderly segment formed the greatest proportion of the participants compared to the other age groups. Visiting charily homes, fund raising, and participating in community center projects or activities were the more popular forms of community involvement.

9.3

Research Methodology

The elderly population is by no means a homogeneous group in Singapore. Both the survey questionnaire and semi-structured interviews were utilized for data collection (refer to Chapter 1 for details about the research methodology). Our 2001 survey presented a broad overview of the values and lifestyles of the elderly in Singapore. The sample of elderly respondents consisted of 131 respondents aged 55 to 64 years, and 106 respondents aged 65 years and above. The interview data has provided additional insights into another subgroup of the elderly, that is, the Chinese elderly who are mainly from the upper and middle classes. Excerpts and quotes from these interviews will be presented in tandem with the relevant survey findings. 9.3.1

The sample for semi-structured

interviews

Twenty Chinese elderly participants ranging from 60 to 78 years old were purposively sampled. Purposeful sampling was used to target elderly consumers who were either English- or Chinese-speaking, with reasonably high spending power, and who had at least one family member staying with them in their households. In order to ensure maximum variations within this sample, participants with various religious beliefs, types of residence and marital status were interviewed. In addition, care was taken to ensure that full-time housewives, retired, and working elderly were represented in the sample. Table 9.1 presents the profile of the respondents, with key demographics included.

9.4

Findings

The following sections present the findings relating to the elderly in Singapore. We use insights from the semi-structured interviews to highlight

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Understanding Singaporeans

their views (both the positive and negative aspects) and their concerns about aging (e.g., poor health, abandonment, etc.). In terms of consumption of time and money, we show how the lifestyles of the elderly are focused on family, community, and health. Both survey and interview data will be used to illustrate these common themes.

9.4.1

Views about aging

Although some participants did not feel as old as their chronological ages, most admitted that aging has brought many issues and concerns to their attention. Generally, the elderly felt that aging was a natural process that everyone has to go through and accept as part of the progression through life.

Aging is a normal process; it does not just happen to me, it happens to everybody ... so it is a natural course of things. As far as I am concerned, I feel that aging is part of the process. (Mr Neo, 61) Well, it is natural. Nobody can escape from it. It is one of the truths of life. Once a person is born, he will grow old and die. This is the eternal truth, there is no way you can escape it. (Mr Chong, 67) You cannot reverse old age; you can just go with the flow of time. As you grow old, each day you live, you go on, you progress. I feel it is more like a progression. (Ms Bay, 65)

The elderly found it hard to deal with the losses associated with aging (e.g., failing eyesight and strength, decreased mobility, etc.). However, some have tried to maintain a positive mindset while others have drawn on their religious beliefs to help them cope with "growing old".

Getting old? This [was] never in my mind ... for me, I never think of my age, I always believe in my ability. When I can work, I just work. When I can do anything, I just do. I don't say like "I am old, so I cannot carry this or carry that". I always believe that age doesn't play a part because there are a lot of things you can do. That's why I say I never age. (Mrs Low, 62) If you are able to grow old, you are blessed. The Bible says quite specifically that God blesses you with long life if you follow God's word, so you should be glad to be able to age and grow old. As you grow older, you have to pass on whatever blessings you have and talk about your blessings to other people, like say what ways God has blessed me and so on. (Mr Yue, 65)

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The working elderly versus the retired elderly Some elderly chose not to retire even when they had passed their retirement ages, while others took up other jobs after their retirement. In line with previous research (Gennep 1960; Abel and Hayslip 1987), the elderly's views about aging (i.e., the meanings of work and retirement) had an influence on their lifestyles and consumptions. When they believed that aging and retirement could result in illnesses and the loss of their value in society, their work-centered lifestyles became their coping strategies against such fears. Work kept them productively and socially occupied and from dwelling on those negative thoughts about aging and illness.

In fact I told them [her company], even they don't want me, I will still be looking for other jobs... to keep myself occupied and to catch up with the latest generation ... if you stay at home, you may find yourself with nothing to do and sickness will come... So once you keep yourself healthy and mix around, you will never think you are 62, you will think you are 18. (Mrs Low, 62) If you just say,"l have done enough already, I am not going to do anything more, I am going to take my rest", I think you would degenerate very fast. I think it is the work that keeps you going on, otherwise you would be counting your toes and fingers and become very inward-looking and the more you do that, the more you pity yourself and all that... I have [heard] people saying that,"I am too old to learn anymore". I don't subscribe to that... so I think that you learn until the day you leave this world. (Ms Bay, 65)

For those who saw retirement as a time for them to reap and enjoy the fruits of their labor or to break free from their stressful working lifestyles, they filled their leisure time with enjoyment and relaxing pursuits. Many of the elderly participants renewed the interests and hobbies which they did not have time to engage in when they were working. It was found that the majority of the retired elderly engaged in sedentary activities; however, there were some who took on more active ones, such as exercising, socializing, and travelling (Shantakumar 1994; Kau et al. 1998; Kua 1986, 1994).

In life we work, whatever for? For future enjoyment. After the children are big... so now is the time for

us to enjoy—no more looking after

grandchildren ... that is the thing I put off because I think this is the time for me to enjoy. Help yes—only once a while, not all the time, so don't rely on your parents too much. We are old; please give us a chance to enjoy. (Mrs Soh, 62)

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Understanding Singaporeans I always go with my brother who arranged to go Malaysia like Kukup... we all old people go there gather together to play mahjong... last time where I stayed ... my old house atToa Payoh near the market... all the people are from there... so we all go together and make all the friends. Sometimes we play mahjong, sometimes we sing. (Mdm Oh, 72)

These elderly tried to keep themselves busy by engaging in many activities. This was one coping strategy against the fears of aging and of ill health. They relied upon themselves to offset such fears by adopting positive attitudes and mindsets about themselves and their abilities. Thus, these elderly would not allow old age or ill health to hinder the type of activities they wanted to pursue.

Life is not the end, be creative ... you can do a lot of things [like] decorate the house. Don't think it is the end of the world. No! I still think I still have plenty of room for improvement; I still want to move on. This is not the end! I still want to plan. When my daughter goes to England with her husband, I think I want to go with them. From there, I want to go to Europe! So many things to do! It is not the end of the world. (Mrs Soh, 62) I enjoy riding my bicycle round the estate and also taking walks. People said, "You are too old to ride a bicycle!" But I think,"No, no such thing." I still do it. (MrYue,65)

9.4.2

Concerns about aging

Although most participants were generally satisfied with their current lifestyles, many admitted that aging has brought a litany of concerns to bear on their consumption behavior. Fears about poor health and its consequences, abandonment, and death (particularly the deaths of their spouses) were the key concerns voiced by many participants. Fears about poor health and consequences

Poor health was often viewed as an inevitable consequence of aging. It was discovered that the sickness was not what the elderly feared, as they treated sickness as a reality in old age. Rather, they were more afraid of the illnesses' consequences. Pain, suffering, and the loss of independence and mobility were the most frequently cited fears. First and foremost, the elderly feared the pain and suffering associated with undergoing medical treatments during the illnesses, especially after

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witnessing what happened to their sick friends and relatives. Some felt upset and helpless about this inevitability in life. Many expressed that they would rather die than go through these ordeals.

To manage old age is a tough thing, I don't dare to imagine. I see all these old people suffering [as] I have visited a lot of these [old-age] homes and hospitals because of my brothers and also my late wife. (Mr Chee, 72) So sometimes, you feel very upset that why when old people grow old, suddenly everything will also grow old — even the bones' everything. Sometimes when I am sick, I would think why old people would get sick, can't even walk and suffer so much. If I am sick, I would think it is better to die, I don't want to live in this world for so long. (Mdm Mah, 62)

Besides the fear of pain and suffering, a greater fear commonly cited was the loss of independence and mobility resulting from the illnesses. The two most feared illnesses that were mentioned were Alzheimer's disease and stroke. The loss of mental and physical abilities associated with these two illnesses was especially fearful to several elderly participants who valued their mobility. To them, the loss of mobility and independence would mean a loss of their self-worth and hope in life. In addition, another root of the fear of illnesses was the dread of becoming burdens for their children. These burdens could be in the form of hefty medical expenses or emotional distress on their families.

When I think of getting old, I shudder sometimes in the sense that I have to rely on people because I will be feeble and weak. I need help, I am not so resourceful, socially I have become a burden t o everybody, and that is very very sad ... when you get chronically sick and become a burden to your families, so that's when you get old, you are useless, a goner. (MrTeng, 64) I was very, very upset, why am I upset? Because the pills are so expensive, I can't afford to pay. One for $4 and one month I have to take 30 pills, so one month $ 120, and my high blood pressure pills ... Like my age, where I have so much money... I am old already;the children have to spend on their own families, their own children to look after... I cried and cried...told the doctor how I suffered ... spent so much money and it [her illness] keeps coming back. It is painful when you spend so much money. (Mdm Oh, 72) I am scared of stroke. If you die at one shot, it is okay. Stroke is very frightening because it involves other people, your spouse. They have to devote a lot of time to look after you and it is very frightening... penalizing on another

182

Understanding Singaporeans people is very pitiful. When you lie on the bed, there is no more hope already, there is no more hope! (Mrs Soh, 62)

Abandonment

Some elderly were apprehensive that they would be abandoned if their children felt that it was burdensome to take care of them in their old age and sickness. An elderly woman even tried her best to please her son and daughter-in-law by doing housework despite her tiredness, as she was fearful that their children would forsake her when she became dispensable to the family.

I think the old people must accept it when they fall sick. For many old people, the fear is that they will be left alone. (Mr Chee, 72) As I think about being old ... I don't know what will happen in the future. Now I can still do housework, but next time when I am old, I don't know whether my son and my daughter-in-law will still like me. If I can't walk and cannot help them in the housework because I am old already, I don't know if my son will still be filial to me. When I have many illnesses, the children will surely dislike me. Whenever I think of this, I get very upset. Now, they are very filial but I don't know whether they will still be filial in the future. I do not fear about anything, just this thing—get sick, cannot walk, cannot work—this is what I am fearful of. (Mdm Seah, 75)

Fear of spouses'deaths

Aging is associated with dying as it symbolizes the end of one's life. Therefore, it was no surprise that death was cited by the elderly participants as one of their main fears about aging. However, it was intriguing to find that their own departure was not the most feared by the elderly participants; rather it was their spouses' death that triggered more worries. As one elderly man said, "the biggest trauma in life is to lose your spouse"; the root of this fear was love for their spouses. The elderly men tended to worry that their wives would not be taken care of when they died. Thus, they made preparations for their wives such as naming them as the beneficiaries of their insurance savings and house entitlements. Similarly, the elderly women tended to worry that their spouses would pass away before them. It was because they had been very dependent on their husbands, thus they could not imagine life without them. These fears made them spend more time with each other and treasure each other even more.

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It is good t o have two growing old together... they say the biggest trauma in life is to lose your spouse ...because to lose your spouse is a trauma... of course the time has not come yet... we do not know which one goes first... (Mr Leong, 65) I think my husband is life to me, I need him t o take care of me, he is my everything... sometimes I pray to God to let him to be very well, to take care of me until I go away because I really can't live without him. (Mrs Lin, 67) Frankly speaking, I told him [her husband], "we don't know who will go first, but we know the time is short, so we must really have quality time together." That is very important... once it is gone, it's gone ... I find that my husband's age is catching up, so I t r y t o treasure him more. So whatever he wants to do, I will do it together with him . . . W h o will go first? As long as we are together, we treasure the time. (Mrs Low, 62)

9.4.3

Consumption of time and money: family, community, and health

Family-centered lifestyle

The survey data on family values reflected the concerns of the elderly with regard to having the respect and support of their family members. For those aged 55 to 64 years, they felt that honoring one's parents and grandparents was most important (mean of 4.66), followed closely by the belief that "family members should stand by one another through the ups and downs in life" (mean of 4.65). For those aged 65 years and above, they emphasized mutual love among family members and how this love made them feel appreciated (both statements have means of 4.73). These findings also shed some light on the earlier expressed concerns about aging with regard to abandonment by family members and being left alone in their illnesses (refer to Tables 9.2 and 9.3 for details on family values).

Table 9.2

Family values ( 5 5 - 6 4 years old) 55-64 years old

O n e should honor one's parents and grandparents

4.66

Family members should stand by one another through the ups

4.65

and downs in life O n e should support one's parents in their old age

4.63

Family members should be prepared to make sacrifices to help

4.44

one another O n e should strive to provide the best for one's children

4.44

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T a b l e 9.3

Family values (65 years and above) 65 years and above

Family members should cherish one another and show mutual love

4.73

Family love makes a person feel appreciated and treasured

4.73

O n e should support one's parents in their old age

4.73

Family members should be prepared to make sacrifices to

4.57

help one another O n e should strive to provide the best for one's children

4.46

The interview narratives showed that the majority of the elderly persons' lifestyles were centered on the family. The elderly women continued spending a considerable amount of time doing housework, even after their children had grown up (Bernard and Phillipson 1995; Kua 1986). However, some elderly men also took up more household duties after their retirement. Retirement produced more intensive involvement within the family as many retired elderly assumed grandparenting roles, devoting their time to take care of their grandchildren. For those who have no grandchildren, their lifestyles would revolve around their children. It was found that the elderly especially enjoyed the time the whole family got together for meals, and were willing to splurge on family dinners.

People think that after retirement, you will get more rest. No! Because of housework, I have to do everything. I have no helper, no maid—nothing. I wash, clean, cook, everything! And look after my grandchildren. (Mrs Chng, 65) I make myself available t o my family... My pattern will be the same as the patterns of the people in my family... I like the idea of contact and all sit around the table and say something... so when we were having dinner and I talked about things in the church and it had some relevance t o t h e m . . . so everyone of them contributed something...it is such an encouragement to one another! (MrYue, 65) After lunch, I bring them [the grandchildren] t o NTUC to walk, then each will get a packet of sweets (laughs). They are very happy and I am happy too. (Mdm Oh, 72) A t one time, I was in the pastoral group, because of the grandchildren, I have to give up ...Right now I don't have time t o do everything because of my grandchildren ... So I mean the work [taking care of grandchildren] is a lot, I never knew it would be so much (laughs), but I like them t o stay here [his house]. (Mr Ang, 71)

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The importance the elderly placed on kinship and family togetherness had influences on their expenditure patterns. The narratives showed their willingness to splurge on meals during family gatherings such as holding big feasts at home or restaurants. Although the elderly were very thrifty and would not spend extravagantly on themselves, they were very generous to their families. Not only were they willing to spend on family meals, they also bought gifts for their family members, especially their grandchildren. The fears of aging (i.e., abandonment by their children) could be partly why the elderly are prepared to spend a considerable amount of time and money on their families and spouses.

[We spent] about $100 to $200 [in one grocery shopping trip]. Food—we don't stop at certain budget because sometimes the children come back [for meals]. On special occasions, we go out to eat... Father's Day, Mother's Day, birthdays, Christmas Day... whatever day (laughs)! Of course we give them a treat sometimes, if we want to go out, that means we have to pay... (laughs) when we dine out, we do it quite big... Shangri La and all these hotels... why not just do it big and enjoy it? [It is only] once in a while, not everyday, so it's okay. (Mr Leong, 65) I buy clothes for my granddaughters ...When I see nice things, I will buy for my granddaughters, I will also buy for my son and daughter-in-law... I like jewelry a lot. When I see nice ones, I buy for my grandchildren and daughter-inlaw. (Mdm Seah, 75)

Community<entered lifestyle

In our survey data, elderly respondents placed a tremendous emphasis on "warm relationships with others" (see Chart 9.1 on "Importance of Personal

Warm relationship with others

Self-respect

Being well respected

Security

Self-fulfillment

Values | B 55 - 64 yrs

C h a r t 9.1

• Above 65 yrs |

Importance of personal values ( 5 5 - 6 4 years, 65 years and above)

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Understanding Singaporeans

Values"). This affiliative need could be one reason why the elderly continue to build social relationships in addition to their familial ties. In our interviews, we found that in addition to their families, the lives of the elderly also revolved around their communities. As these elderly tended to hold positive views about aging and believed that retirement was a time for enjoyment, they spent their time joining community centers or clubs for activities like folk dancing, taiji, and playing billiards. Others enjoyed playing mahjong, going for trips, and spent their leisure time at coffeeshops with their old neighbors and friends.

I go to Tiong Bahru park to jog in the morning to pass time, thereafter, I will go to the coffeeshop to find some friends to chit-chat... Sometimes, I would go to Kim Seng Community Center to play taiji with my friends. (Mr Tan, 68) I go to my club — Singapore Rubber Sports Club. That is where we pass our time... some billiard games and mahjong... In the old days, our club was formed only for the employees and we had a lot of fun then... but today is not like that anymore... Formerly it was a big group, now it is confined to a few regulars ... And I joined PA retiree club also the moment I retired. (Mr Chee, 72)

Many elderly participants engaged in community life by helping out in their residential housing committees or religious organizations. One elderly man was an active participant in his neighborhood committee, organizing events for his apartment block to bring about closer interaction among the residents. It was observed that the Christian elderly participants were quite heavily involved in their church communities, participating in religious activities, joining cell groups, and helping out with the volunteer work organized by the church.

Actually in the beginning, our block was quite weak... so we started the committee [block committee] ...somehow the cohesion is not so good. And we organized parties, like Chinese New Year party... normally each year we try to organize one. Last time, we organized two or three in one year and the response was good but now, we have to go to every house and ask them (laughs). (Mr Ang, 71) Basically when you were younger, you were thinking more of yourself all the time, "I must do this; I must do that", so every time it boiled down to satisfying your own personal needs. But when you grow older, you find that the whole thing suddenly shifts a little...the most important thing now is that I enjoy doing things where I can see a smile on someone's face, meaning

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somebody is happy. Church is a good place where you can offer your help in this direction. I mean you can do things that help people and the people are happy... it is more gratifying than doing things for yourself. If not for church, I will go to some charitable organizations. (MrYue, 65) I think for old people to have church activities will be good, they won't be lonely. There are a lot of friendships and fellowships, like every week; there is cell group and outings. One thing good is that I joined the cell group ...take care of each other's affairs. Like when you are sick, people will pray for you; when you cannot come, they will call you ... share and carry each other's burdens... it is good. Those who do not get into these things, I find they are more lonely and more miserable; once you are lonely, you will be miserable. And once you are miserable, you will start wondering about the misery of old age. (Mrs Chng, 65)

The active community involvement of the elderly was also reflected in the survey data. Although they lagged behind the 15 to 24 year-old age group, they were more involved than the young working adults (25—34 years) and the "middle youth" (35-44 years), especially in terms of community center activities and visitations to charity homes. See Table 9.4 for more details on communalism (charity/social work and community activities). These community-centered lifestyles also influenced how the elderly managed their finances. Although they were meticulous in spending on themselves, they were generous to their loved ones and others (e.g., donations to needy organizations). For some Christian participants who viewed aging as a gift from God, their gratefulness was often translated into acts of giving.

If you can help, help. Old people, you can donate, donate. Don't despise the poor; help them if you can. If you are lucky and have the opportunity to earn more than them, give. Be a giver. (Mrs Soh, 62) Sometimes, I write donations to Kidney Foundation. Yearly, I give to world missions... If you are blessed with physical strength, you serve in physical strength; if you are blessed with money, you serve by giving money. I have a little bit of money, so I serve with money. (Mr Ang, 71)

T a b l e 9.4

Charity/Social w o r k / and c o m m u n i t y activities

Fund raising Participate in community center projects and activities Visit charity homes Visit old folks/Welfare homes

55—64 years

65 years & above

(%)

(%)

16.8 15.3 14.5 9.9

14.2 12.3 14.2 13.2

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Health-centered lifestyle When asked about their aspirations in life, the elderly respondents in our 2001 survey placed "health" as their highest goal (see Chart 9.2). This concern with health was also reflected in the 1996 survey when 79.2% of the elderly sample wanted "health" most in life (Kau et al. 1998). In our interviews, we found that maintaining physical and mental health were a prime concern for the elderly participants. The primary root of this desire for health was their fears of aging, that of their spouses' death, and the loss of one's mobility and independence during sickness. Some felt insecure about their futures and were worried that their children would forsake them when they became burdensome. Leading a health-centered lifestyle was one coping strategy to allay such fears. Believing that prevention was better than cure, they kept themselves hale and hearty by devoting some time to exercising. In our survey, the elderly respondents indicated that jogging, swimming, taiji, and qigong were among the popular activities for keeping fit (see Table 9.5 for details). All our interview participants engaged in some form of physical activity ranging from active ones like folk dancing and jogging, to less strenuous ones like taking walks and gardening. Fearful that they would lose their sanity and

4.9'

4.93 4.89

4.87 4.8] 4.71 4.68

Health

Happiness

Personal Safety

Security

Peace of mind

Values | a 55 - 64 yrs • Above 65 yrs | Chart 9.2

Aspirations in Life (55-64 years, 65 years and above)

Table 9.5

Lifestyle choices (health)

55-64years old (%) Jogging Swimming Taiji

22.1 17.6 10.7

65 years and above (% ) Taiji Jogging Qigong

25.5 19.8 17.0

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mental alertness, some also engaged in activities that keep their minds active like reading, playing chess, and meditating.

My principle is to keep f i t . . . nothing is more precious than your body, soul and spirit... I like to spend my time there [his garden]... just sit there doing nothing... thinking, meditating... I keep on talking to myself, knowing myself... (Mr Leong, 65) Firstly, I think to have a good health is the most important... I can move around, I don't have to be dependent to people, that is very important... I value life most... because to me, I find that it [life] is the most challenging and most invigorating at this point in time. I think I feel this way because my health is still good. If my health is no good, it is difficult even for me to talk to you like that.... so I have to maintain my health to make sure that I'm strong, stable and dependent. (MrTeng, 64) Being healthy is very important and I think the most important is yourself. This doesn't mean you are stingy or selfish but yourself is your well-being, your mental capacity, your emotions, your soul and so on. Your health is very important because after all, at the end of your life, nobody is going to pity you. If you are sick or bed-ridden, all they can say is so sorry and all these. In the end, you have to take care of your own self—it is the most important. (Mr Leong, 65) I find chess playing a way of cultivating good behavior: it makes you think before you act, makes you more careful, think of all possibilities and also exercises your mind. Just as your body needs exercise, your mind also needs exercise. (Mr Chong, 67)

Their fears about aging also had effects on their expenditure patterns and attitudes towards money. The narratives showed that many of the elderly held conservative values towards spending money Most of them did not spend very much; they only spent when it was necessary. Similar to American consumers (Paulin 2000), the bulk of the Singaporean elderly s expenditure was spent on household goods such as groceries and upkeeping of houses (e.g., PUB bills). They held very strong values about saving too. Many elderly participants believed that one had to be prudent and save for a rainy day. This revealed their fears and insecurities about their future, thinking that diseases and illnesses would plague them when they grew older. Security from sound financial planning seemed to be a coping strategy adopted by some elderly who believed that having money was critical in procuring the necessary medical benefits. This had implications on their heavy investments in insurance and saving. It could also explain in part the elderly persons' prudent attitude in spending and the motivations behind some who continued working.

190

Understanding Singaporeans I am also very prudent in my spending, one has to be. Let me put it this way: one has to be prudent in his spending; one cannot say I have lots of money in the basket and then spend, spend, spend until no more, so you must think of spending wisely and at the same time, spend on the things you need most... "How much longer can I continue to live? I got more or less what I need in life, and whatever excess I have is in savings. (Mr Yue, 65) Saving is better than earning, young people should take note. When you save $ I, you are actually earning $ 1.25 because what you spent is 25% tax. So saving doesn't mean you are stingy; saving is not to spend unnecessarily. (Mr Leong, 65) Old doesn't mean sick, that's why I told you in the beginning — finance is very important! Finance is the power — the power that can do a lot of things for y o u . . . Money is very important — it can bring you happiness; it can bring you a lot of things. W h o says money cannot buy happiness? I don't believe it. (Mrs Soh, 62) Money is very important to us, because as long as we are financially okay, we are able to have all the medical benefits and care because we are financially okay. (Mr Neo, 61)

In addition, most elderly were very willing to invest in things that they believed to be beneficial to their health such as medical insurance and health products. This finding matches Paulin's (2000) survey that American elderly consumers spent on things that could benefit their health. This was one way for the elderly to allay their insecurities and fears of falling sick. Yet there were a few who did not adhere to such practices of the majority. One elderly woman did not believe in health products as she felt that regular exercise and a healthy diet were sufficient for good health.

Yes, we spent a lot on health foods — all the vitamins. They keep you going and healthy than being sick, right? These health foods, I find it quite good but expensive. About $90 a bottle but I take that, it helps... healing comes from medication also, so I take all these, it helps. (Mrs Chng, 65) That [medical insurance] is important you know: if anything happens to me like I am sick, I believe in getting what you called, "covered by insurance". In case anything happens to me; I am covered, as that is a lot of money. If I don't have that, I will be in trouble. (MrTeng, 64) And most of my time is spent at hospitals seeing nose specialist, eye specialist, heart specialist, bone specialist, so many specialists! I think it depends on the person himself, the individual. The body is like the car, outside you can paint so nice but inside the engine is not working! The wear and tear is there; you

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just cannot escape this sort of things. Human beings are like that... You have to cook tonics, steamed chicken, Chinese herbs ... all these.You have to take some tonic — that you cannot escape. (Mrs Soh, 62) No, I don't invest in health products. I believe in natural health like exercise. For the Chinese, they drink herbs, health food, and all... I don't take all these, that's why I told you I believe in natural food and natural exercise. (Mrs Low, 62)

9.5

S u m m a r y and Implications

The elderly respondents placed a strong emphasis on family, community, and health. This is in line with the Singapore government's vision that the elderly would be actively involved in their family and community lives. It is also important for the elderly that they make a smooth transition from working life to retirement.

9.5.1

Focusing on family values

This study found that the concerns of the elderly participants tended to revolve around their families. This was consistent with past findings that the elderly in Singapore held strong family and traditional values. They showed mutual love to one another in the family by cherishing the time spent with their spouses and grandchildren, even to the extent of sacrificing their leisure pursuits. Although the elderly consumers were generally prudent in their expenditure, targeting the elderly market is still a lucrative business. They were willing to splurge on food for family gatherings and showered their children and grandchildren with treats and gifts.

Implications Marketers and other relevant parties should understand the importance of family to the elderly consumers. As the elderly couples like to spend time with each other, more services (e.g., cruises and travel packages) could be targeted at this segment. Restaurants and other businesses could also consider the elderly market in their product and service offerings. For example, they could emphasize family values and provide a child-friendly dining environment (e.g., the restaurants could offer family menu packages for family gatherings). Service providers could also design their products and services for the enjoyment of both the elderly and their grandchildren

192

Understanding Singaporeans

(e.g., discounted visits to the zoo, transportation rebates for the elderly with children, etc.). 9.5.2

Keeping healthy and connected

The elderly participants feared the suffering, loss of independence, and mobility that were associated with ill health. These fears dominated their views of aging, and drove many of them to adopt health-centered lifestyles and spend on health-related products. These efforts to maintain their health were one of the coping strategies to manage the fears of aging. This seems to imply that "third-age lifestyles" (i.e., engaging in lifestyles that resist aging) were indeed becoming more popular in this post-modernistic era. The maintenance of their ideal self-images could also be one motivation behind their lifestyles and expenditure patterns. For example, some retired elderly participants might engage in community-based lifestyles to maintain their ideal images as useful and relevant citizens in societies. Engaging in exercise and joining social activities could be ways to maintain their youthful and active self-images. Implications The elderly consumers' concerns for health and their willingness to spend on health-related products and services present opportunities for marketers and service providers to meet their safety needs or enhance their selfimages. Some examples of new product extensions for the elderly consumers' segments could be sports gear, exercise equipment, health foods, anti-aging products, etc. In view of the large consumption of health foods by the elderly, regulations to protect them against fraudulent claims should be drawn up. Health magazines, forums, and talks on issues like health, fears, and coping strategies should be actively publicized and organized not only for the elderly population, but also for other adults so that they could be better prepared for old age. Government, policy makers, and other relevant organizations like MCDS (Ministry of Community Development and Sports) should continue to infuse positive attitudes of aging into society by emphasizing the benefits that come with aging (e.g., hindsight and experience), and helping them to stay connected with the community at large. They could continue to set up more facilities (e.g., Senior Citizens' Corners within the housing estates, Senior Citizens' clubs at community centres) and services (e.g., free or subsidized regular health checkups, talks on elderly prone illnesses, health tips for the elderly) to encourage more elderly to be involved in community life. In addition, Residents' Committees or voluntary associations

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could take more active measures like conducting home visits to inform and encourage the ill-informed or reclusive elderly about the facilities, activities, and counselling services. They could also get the elderly to be more involved in the planning of projects such as beautifying the housing estates. However, in their planning of policies and activities, they should take into consideration that many elderly spend their time doing housework and taking care of their grandchildren. For example, child-minding help or a playroom could be in place during the talks for the elderly. For the convenience of the elderly, the activities should preferably be held near their residential dwellings like at community centers and neighbourhood parks.

9.5.3

Moving from working life to retirement

From the findings, we see that some elderly participants chose to continue working past their retirement age because they held their work in high esteem. They also believed that work could fulfill their self-actualization needs (i.e., work gave them a sense of achievement and satisfaction), ego needs (i.e., work maintained their productive roles in society), social needs (i.e., work offered friendships with colleagues), and safety needs (i.e., work helped to keep them healthy). While many participants held mainly positive views about retirement (i.e., retirement was a time to break away from their previous stressful work lifestyles and to enjoy the fruits of labor), there were others who felt bored and dissatisfied, as they had nothing to do. They valued their work and were made to retire involuntarily. Hence, needs that were previously fulfilled through work were not met.

Implications In the design and the implementation of activities by the government and organizations, understanding the elderly persons' social and self-actualization needs is important to effectively reach out and encourage their participation in community-based activities. The government and related organizations (e.g., MCDS) could help by educating the society to de-emphasize the productive values placed on work and at the same time appreciate the input of the elderly in the economy. They should emphasize that work is not the only indicator of one's contributions to the society; the retirees can also remain relevant and useful through their contributions in other ways such as family and community. Another way in which the government and the relevant organizations could encourage the elderly is to understand how they feel about their roles and identities. They could continue in their efforts of portraying the elderly

194

Understanding Singaporeans

in a positive light like being an active citizen (i.e., engaging in the act of planting trees to beautify the housing estate) or an active retiree (i.e., engaging in new hobbies), etc. Likewise, marketers and service providers could also provide products and services for the elderly consumers to fulfill or carry out their roles more effectively. The employers could help the elderly by easing their transitions from working life to retirement. Tokens of appreciation could be given to the retired workers, as it would fulfill their ego needs for recognition and appreciation. Companies could set up "alumni associations", clubs, or the like that offered opportunities for retired employees to gather together and to participate in activities such as volunteer work. Those companies, which have clubs, should encourage their retired employees to continue using the club's facilities. They could even employ them to run the club. These suggestions could help sustain the involvement of the elderly from working life to retirement, and help the retirees maintain social contact with their colleagues and enjoy their leisure time.

10 Young Adult Singaporeans

10.1

Introduction

Across Asia, young adult consumers are considered a prominent and attractive market because of their consumption-oriented lifestyles and their ample spending capabilities. Ward (1999) suggested that professionals aged between 25 and 35 years constituted a lucrative emerging market which provided opportunities that could be exploited in terms of brands, products, and services. Holland's (2000) article in the Far Eastern Economic Review revealed a similar trend — the presence of a rapidly developing middle-class, a new generation of young Asian consumers from Tokyo, China, and South-East Asian countries. These consumers might not be the richest among the available consumers, but they are characterized by their urbane preferences plus uninhibited consumptive desires. This chapter focuses on young adult Singaporeans. From the survey sample of 192 single adults aged 25 to 34 years old, data on personal values, value orientations, and activities will be used to highlight the values and lifestyles of these young Singaporeans. Semi-structured interviews were also conducted with 20 single adults in their mid- and late-twenties. Through quotes and excerpts, this chapter also presents their views about living and working in Singapore, and their aspirations in life. The insights gleaned from this chapter will aid policy makers and marketers to better understand the dreams and struggles of young adult Singaporeans.

196

10.2

Understanding Singaporeans

" T h e Young and t h e Restless"

According to the 2000 Population Census (Singapore Department of Statistics), 25 to 29 year olds and 30 to 34 year olds made up 8.2% and 8.91% of the population, respectively. The Straits Times' article, "Singles: A Demographic Nightmare" (September 2000), described today's savvy singles (i.e., singles from the various age ranges were examined) as more well-educated, economically independent, and wealthier compared to the previous generation of singles. Given the good education and economic opportunities, single, young working adults aged 25 to 34 years are likely to have considerable earning capacity, enhanced purchasing power coupled with rising affluence, and are able to spend and willing to buy. 10.2.1

VALS studies and related findings on young adults

In this section, a review of several local and regional VALS studies will be presented, with a particular emphasis on young adult Singaporeans. Table 10.1 highlights the findings and insights related to young adults, the demographic segment of interest for this chapter. Lim (1990) identified six lifestyle groups and among these, the "High-Flyers" and the "Look-at-Me" groups seemed to have individuals with approximately the same age as the participants in this study. For instance, the Look-at-Me group was made up largely of singles (75%) with the median age of 25 years and who were predominantly Chinese. This group seemed to be made up of people who were self-confident and independent, and who indulged in almost all kinds of activities (e.g., jogging, playing music, going to the beach). Kau andYang (1991) found that the 21 to 30 year olds tended to emphasize fulfillment of love and work or study, and were not keen to work in government-related organizations compared to their younger counterparts. Among the seven clusters in Kau et al. (1998), the Entrepreneurs best resembled the segment of young adults which this study is examining, at least in the area of demographics. This cluster comprised the highest percentage of individuals aged 20 to 29 years (i.e., 42%) and had the highest percentage of people with tertiary education (i.e., 53%). Also, it had a relatively large number of singles (i.e., 55%), and who were mostly working (i.e., 69%). The Entrepreneurs were non-traditional and held rather liberated views about issues such as divorce and pre-marital sex. They were rather satisfied with their quality of life and treasured values such as self-respect. Ewing's (1999) study of Asian consumers identified six clusters, where a high number of 20 to 29 year olds were congregated in the segments identified as Aspirationals and Contemporary Seekers. For instance, the Aspirationals were people who believed in building good parent—child relationships (e.g., respect) and subscribed to Western influences (e.g., music).

Young Adult Singaporeans Table 10.1

"Look-at-Me"

Kau andYang (1991) 21—30 years old

Kau et al. (1998) Entrepreneurs

Ewing (1999) Aspirationals

Findings on young adults Findings

VALS studies of Singaporeans and comparable samples/clusters Lim (1990) "High-Flyers"

197

• • • •

Immense drive and need to achieve Regarded sense of accomplishment in job as important Coveted success, status, and wealth, in general Engaged in sporting activities (e.g., jogging), travelling, and reading

• Yearned to experience life and sought to live every moment of their lives • Self-confident and independent individuals • Looked out for excitement and stimulation in life • Liberated in ideas and shunned the conventional ways of doing things • Desired to achieve financial security as they were not quite satisfied with life in the monetary aspect • Engaged in a variety of activities, such as sports and adventure • Subscribed to the idea of working smart rather than just working hard • Looked more at working in an multinational corporation (MNC) • Receptive to changes, enjoyed stimulation, and sought to live every single moment of their lives • Considered keeping up with information as important • Strived to move forward financially • Mostly engaged in activities such as listening to music and radio, and watching TV • Subscribed to the idea of working smart rather than just working hard • Valued a sense of accomplishment • Enjoyed stimulation and change • Receptive to changes and new ideas • Relatively satisfied with life and desired to have health, wealth, and freedom • Mostly engaged in activities such as watching TV, listening to music, and reading • • • •

Tended to be forward looking Believed substantial achievements were ahead of them Receptive to idea of working abroad Engaged in activities such as watching movies, reading, and sports like swimming and football

198

Understanding Singaporeans Table 10.1 (Continued)

VALS studies of Singaporeans and comparable samples/clusters Contemporary seekers

Teo (1988) 25-39 years old

Finding

• • • • •

Tended to be on the go, vibrant, and vivacious people Sought out new things, places to visit, and people to meet Valued interpersonal relationships Generally conscious about the image they portrayed Had keen interest in culture and the arts

• A group that wanted to be on the move with the pace of society • Sought autonomy at work and were more motivated by intrinsic factors at work • Money was one of the elements that kept them moving forward in their pursuit of a quality lifestyle • Engaged in activities such as reading books, sports (e.g., swimming, jogging), shopping, dining out, and home related activities (e.g., watching TV and having their hands on the computers)

Chew et al (1998) 15—29 years old

• Subscribed to the idea of working assiduously • Looked more at working in an M N C • Saw the need to excel and were of the opinion that M N C s would offer them wider exposure and better prospects • N o lack of entrepreneurial spirit (i.e., about 70% would like to have their own business) • Yearned for a sense of identity with groups (i.e., to be part of a group), but conformity to social norms regarded as less crucial • Valued creativity and a sense of individuality • Moderately thrifty people • Education (i.e., especially tertiary level) and family structure (i.e., love, care, concern, and filial piety) were highly regarded and considered as very important • Yearned to possess private property and own means of transport • Mostly engaged in activities such as listening to music and radio, watching TV, and reading newspapers, magazines, and books

Young Adult Singaporeans

199

Although the studies cited above examined a larger age range, there were studies which had a narrower age range (e.g.,Teo 1988, Chew et al. 1998). Teo's (1988) study with a social science perspective investigated the lifestyles and values of young executives in Singapore who had at least a tertiary education. They were people who deemed education and seeking new knowledge as important for excelling in their careers. They were independent, individualistic, and had a materialistic streak in them. Chew et al.'s (1998) study on young Singaporeans found that they recognized the importance of hard work and saving in life. These young people also had reasonably good relationships with their parents and were not disenchanted with work and social life.

10.3

Research Methodology

Both the survey questionnaire and semi-structured interviews were utilized for this study's data collection (refer to Chapter 1 for details about the research methodology). The survey findings presented in this chapter refer to the 24 to 34 years age group. The interview data provided additional insights into a subgroup of these young adults, that is, those in their midand late-twenties. Excerpts and quotes from these interviews will be presented in tandem with the relevant survey findings.

10.3.1

The sample for semi-structured

interviews

Twenty young adult Singaporeans aged 24 to 29 years were purposively sampled. Table 10.2 presents the profile of the participants, with key demographics included.

10.4

Findings

This section presents the findings relating to young adult Singaporeans. First, we present their aspirations in life, the importance of certain personal values, value orientations, and their satisfaction with various aspects of life in Singapore. This is followed by a discussion about their lifestyles and views about living and working in Singapore. Finally, we provide insights into the choices and trade-offs that they have had to make in life. Both survey and interview data will be used to illustrate these themes.

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10.4.1

201

Aspirations in life

For "Aspirations in life" (see Chart 10.1), the most important aspiration was "health", followed by "personal safety", "security" and "happiness". These top four aspirations were similar to the elderly sample although the ordering was slightly different (see Chart 9.2). However, young adult Singaporeans were more concerned about "friendship" while the elderly wanted "peace of mind". Nowadays, young adults in Singapore enjoy a higher standard of living (i.e., improved quality of life) brought forth by progressive economic development and this has in turn affected their expectations and aspirations in life. While the older generation looked more at fulfilling basic needs in life, such as having a stable job and earning enough to maintain a family, the young adults projected a venturesome spirit and wanted to achieve more in life (e.g., material pursuits). Although these ideals might be somewhat hampered by the sustained economic recession, young adult Singaporeans are still constantly striving for better things in life.

What [my parents' generation] expect is to provide for the family, bring up the children and live a reasonable life. They don't ask for anything under the sky like we do now. As long as everyone doesn't go hungry, they are happy about it and that means there is shelter, food to eat everyday and life goes on. Our generation expects more. We are comparing with what other people have and how we want to keep up. For example, if other people have handphones, and we don't have, we would try to aim for it. If we have the handphones, we would aim for a better model. Our generation is always asking for something we can't afford now but hoping to afford later. So, we are always hoping for better

5.03

1III! 4.86

Health

Personal safety

Security

Happiness

Friendship

Aspirations C h a r t 10.1

Aspirations in life (single adults, 2 5 - 3 4 years, n = 192)

202

Understanding Singaporeans options. This is not a bad thing but it may cause us not t o be satisfied with what we have now. (Hong Kiat, 29) I guess the previous generation are very down-to-earth people. Their motto would be to work hard, study hard and get a paper qualification, to have a stable job and t o have a lot of savings. But, I guess my generation would be more dynamic and we would not be satisfied with just a stable job and fixed salary. A lot of us like to excel and t o have a higher than normal income. We would like to achieve something. (Jason, 29)

10.4.2

Importance

of personal

values

In terms of "Importance of personal values", both "Warm relationships with others" and "Self-respect" shared the top spot for young adult Singaporeans as shown in Chart 10.2. The other two values of "Selffulfillment" and "Being well-respected" were similar to the elderly sample (see Chart 9.1). However, for young adult Singaporeans, a "sense of accomplishment" was also highly desirable. In addition, to understand which values are important to young adult Singaporeans, it is also important to examine how they manage various value orientations and the influences on their behavior. For instance, how do young Singaporeans negotiate the demands placed on them by more conventional value systems (e.g., family values and traditionalism) with more modern value systems (e.g., materialism)? When asked about "Family values", it can be seen that young adult Singaporeans are very family-oriented, especially in the giving and receiving

4.77

Self-respect

4.77

Warm relationships with other

Self-fulfilment

Being well respected

Sense of accomplishment

Values C h a r t 10.2

Importance o f personal values (single adults, 2 5 - 3 4 years, n = 192)

Young A d u l t Singaporeans

203

of familial love and in providing support for their parents and children (see Table 10.3). In terms of traditionalism, the top three statements pertained to the roles and expectations of women (see top half of Table 10.4). The young adult survey participants felt that women should have the freedom to pursue their own careers and that it was possible for women to be effective working mothers. However, ironically, there was also strong agreement that women would be fulfilled only if they can provide a happy home for their families. This might be contradictory to the first two statements if women had to choose between their own and their family's needs. The "Traditionalism" statements that had the lowest means were regarding certain moral and social norms (see bottom half of Table 10.4). The lower means (all below 4.00) indicated that the young adult survey participants were less reserved about issues such as premarital sex and divorce. Similarly, in the semi-structured interviews, the young adults came across as individuals who were more receptive to new ideas and ways of doing things.

Previously, there were certain things you didn't talk about openly or go about doing as it's taboo. But, right now, it's like it's actually hip to be doing it. For example, not getting married, just living together and stuff like that. A lot of people are doing it, it's really a common thing nowadays. You don't feel very strange and you won't think any lesser of someone else. It's just a fact of life. (Kevin, 29) I think we are a new generation... we keep talking about a transparent society, and also about opening up the economy and society. One thing is the changes in the arts scene, last time they don't even have R(A) movies. There are a lot

T a b l e 10.3

Family values

Family love makes one feel appreciated and treasured Family members should cherish one another and show mutual love One should honor one's parents and grandparents Family members should stand by one another through the ups and downs in life

T a b l e 10.4

4.84 4.78 4.68 4.67

Traditionalism

A woman should have her own career I believe that a woman can work outside the home and also take good care of her children A woman's life is fulfilled only if she can provide a happy home for her family I celebrate festivals in the traditional way It is wrong to have sex before marriage Divorce is unacceptable I stick to traditional ways of doing things

4.43 4.43 4.39 3.98 3.97 3.95 3.93

204

Understanding Singaporeans of changes going on, like now the young people are celebrating Christmas more than Chinese New Year. It's hard for the older generation to understand and it's difficult for them t o adapt t o these changes. (Wee Keong, 29) I would say that during my parents' generation, you have to do what you are told to do. But, for mine, it's like I am more independent. I prefer t o do things I like to do and not what they ask me to do. I wouldn't be happy about it and I might regret it later. You only live life once and I want t o live mine to the fullest. Whether it's right or wrong, you learn from there. During my parents' generation, they can go out only with their parents' permission and they would have t o tell where they are going. For the younger generation now, we are more open-minded [about mixing] with both the females and males. We are more open in doing things. The generation nowadays is more wild while my parents' generation is like more conservative. (Sarah, 24)

Are young adult Singaporeans materialistic? From the survey, it was noted that young adult Singaporeans were relatively highly concerned about financial security and material well-being (see Table 10.5). From the semi-structured interviews, some participants also acknowledged that they were willing to stay at well-paying jobs even if they did not like the work. This indicated that extrinsic motivators (such as money) were more important than intrinsic motivators (such as interest in a particular job).

I have friends who are well-paid but they don't like their work, hate their job environment and colleagues, and don't feel very intelligent in their jobs. But this person is not leaving his job because where can you find a job that pays you this well and you don't seem t o have much work t o do? (Faith, 24) As a young working adult, you should know what you want to do because you can't have the best of both worlds. It's not everyday that you can get what you want to do and the pay you want. A lot of young adults move to a job they like but they take a pay cut and they feel it's worth it. For me, I won't take a pay cut even if I move to a job that I like. (Hong Kiat, 29)

T a b l e 10.5

Materialism

Financial security is very important to me

4.55

Money is the most important thing to consider in choosing a j o b

4.34

If I had to choose between having more money and leisure, I would choose

4.30

more money Money can solve most people's problems

4.24

T h e things I own say a lot about h o w well I am doing in life

4.13

Some of the most important achievements in life include acquiring wealth and

4.09

material possessions

Young Adult Singaporeans T a b l e 10.6

205

Status consciousness

My social status is an important part of my life

4.15

I like to receive attention

4.00

I admire people who own expensive homes, cars, and clothes

3.94

I like to own things that impress people

3.87

I usually look out for well-known brands to reflect my status in life

3.74

Although young adult Singaporeans liked having enough money, they did not seem to be spending that money on status symbols. The survey participants gave relatively low scores to statements on status consciousness (see Table 10.6). As illustrated in the interviews, young adults were more concerned with price, quality, and style, rather than with the status of the brands and using them to impress others.

I am not too brand conscious and a brand is just a brand name t o me. It's not very important that people agree with my choice of brands. I would still go back t o the basics, like the price and quality that helped me t o make the decision t o buy the products. (Tony, 27) I go for the style of the clothes. You may not be very rich but it's important t o look good and have a certain style that you can carry off. Brands are not so important. I won't wear an Armani tee-shirt because it's like you are a model for the company or selling the company. (Mavis, 28)

10.4.3

Satisfaction with aspects of life in Singapore

The young adult survey participants were most satisfied with the safety, security, cleanliness, law enforcement, and the availability of public services and public transport in Singapore (see Chart 10.3). Similar sentiments were echoed in the semi-structured interviews where the participants acknowledged the positive aspects of living in Singapore such as the security, stability (i.e., political stability) and safety (i.e., public order) which Singapore was presently offering. The participants were glad that they were sheltered and protected; however, as observed by one participant (e.g., Siu Ling), this was not entirely positive.

The things I appreciate here are the efficiency, the security and basically the government would anticipate things before you even think about it. That is a positive and a negative. The positive is that we are well-taken care of and the negative is that you don't start t o think for yourself or you don't start t o think if that is a good or bad way. (Siu Ling, 26)

206

Understanding Singaporeans

4.6

1 11 i i 4.58

The level of safety The cleanliness of and security in the country Singapore

The quanlity of law enforcement

The public The convenience services available of public transport

Aspects of Life C h a r t 10.3

Satisfaction w i t h aspects of life in Singapore

(single adults, 2 5 - 3 4 years, n = 192) We have a government which is stable, not corrupted, no East Timor and Aceh being replayed here, no Jakarta, no Tiananmen, so I am quite glad for that. (KhongYao,25) I am very happy living in Singapore as it's so safe and when I go overseas, I don't feel safe at all. I can't get used to the first day in another country and I am very afraid. Here, I feel very safe and I don't have to take extra precautions when I step out of the house. (June, 29) I think we are very blessed t o be born in Singapore as in terms of security and stability, we have no reasons to doubt that. (May Yen, 28)

The young adult survey participants were most displeased with the numerous rules and regulations, the paucity of career opportunities, and the high costs of cars and properties in Singapore (see Chart 10.4). Again, some of this dissatisfaction was also expressed by the interview participants. Although the standard of living was deemed "decent" and "acceptable", there was much unhappiness about the high costs of living, especially with regard to ownership of cars and properties. Generally, the interview participants considered it difficult to achieve their desired quality of life with their expected material wants and dreams in Singapore. While there was some optimism in what Singapore could offer, there was a nagging notion that Singapore could only fulfill one's basic needs. It was deemed arduous to try and achieve a breakthrough with life in Singapore, to really stand out among peers and enjoy the luxuries that would come with it. The feeling

Young A d u l t Singaporeans

207

4.12

1in

I

4.06

The number of rules and regulations to be followed

The availability of career opportunities

The affordability of properties

The cost of living

The affordabihty of cars

Aspects of Life C h a r t 10.4

Satisfaction w i t h aspects of life in Singapore

(Single adults, 2 5 - 3 4 years, n = 192).

was that, being in Singapore, they had to be contented with being an ordinary person in the majority. Life in Singapore is very competitive. To enjoy quality life, you have to work hard, work smart and it's very tough. I always discuss this with my friends and we all look forward to quality of life but it's not something that is easily achievable in Singapore. Almost 80% of Singaporeans stay in HDB buildings, and most are average wage earners. Some drive small cars, those who can't afford cars take the public transport. The top 20% are foreigners or the elite people who can afford country clubs, big cars and houses. You ]ust have to be contented with where you are and what you are doing, unless there is a breakthrough in your life, then you can enjoy quality life in Singapore. In Singapore, you can't stay in big houses, do trekking in the mountains, go skiing etc. I always thought about moving to Australia to work. Then, you have to start thinking whether you can find a job there. The other alternative is to accept life in Singapore. Plainly speaking, you are in Singapore, make do with what you have and be contented with what you have. (Tony, 27) Basic needs, yes, but, if you really want to make it big in life, no. If you are a graduate and you are not very ambitious, you would have the basic housing and maybe a small car. Let's say if you want to go into business, be an entrepreneur, I think Singapore still doesn't support that at this point in time, so you got to go overseas. For me, Singapore is still the place that I want to be in eventually. But, I guess it's quite difficult. I have been working in government sectors, the scholars are given a lot of opportunities but not the rest. From feedback, this is the same for private companies also. Usually, those people who excel early is because they have influential backgrounds. So unless you are really very

208

Understanding Singaporeans good, then you would stand out among the rest. If you are a more ordinary person, I guess it's more difficult. (Janice, 26)

Generally, the interview participants felt that Singapore was a fastmoving society where the pace of life contributed to high levels of stress for many young adult Singaporeans. While the negative aspects of stress are acknowledged, they seemed more concerned about finding the right balance to work and play They preferred to view stress as a double-edged sword which could serve as a positive motivator for them.

I think basically Singapore is very fast-paced. In a certain sense, it suits me as I like things done fast. On the other hand, I think it's very stressful and Singapore, to me, is a stressful place to work in because I find it more difficult to have a well-balanced life. (Mavis, 28) It's pretty competitive and you have to pick things up fast. I think it has to do with the Singapore culture where everything just relies heavily on efficiency. Sometimes you don't have the time or space to reflect on what you are doing. So that is the negative side. The positive side is that it's fast and you get to learn. You have to be fast to learn all the things. (Siu Ling, 26)

In addition to material costs, other more intangible costs were alluded to by the interview participants. These non-material costs refer to the sense of whether an individual could realize his/her fullest potential in Singapore, and whether one has control over his/her routes to success. To some of these young adult Singaporeans, Singapore was perceived as an organized nation of people leading highly structured lives. Although this contributed to efficiency, the drawback was that they felt compelled to keep up with this system of living. This could lead to frustration if they felt restrained in their choices and thought processes.

From young, it was instilled in us to be efficient, to be fast. There is no time or space to think and reflect. Unless you make it a point to stop yourself and reflect upon things, a lot of times we are just hurrying to the next stage. It's like, oh I have to get a degree, after that get a good job, build a career, climb up the corporate ladder and then I have to get married. It's like in the different phases of life, you have to do different things. It's the whole environment that makes you feel you have to complete certain things. If not, you feel like you have been left behind. I think you have to take time out to think and reflect. (Siu Ling, 26)

Young A d u l t Singaporeans

209

I felt that with our achievements today, in about shortly 30 over years, for this kind of rapid achievement, we have paid a price. We paid a price for being a society that builds up people who are too much results-oriented. They forget about the more aesthetic part of life, they forget how to enjoy themselves. And, no one dares to dream anymore. It's a place whereby if you have a dream, most likely you would not be succeeding unless your dream is to become a lawyer, a doctor or someone who is the corporate high-flyer. Society here is a little bit too conservative, not open and not willing to experiment. (KhongYao, 25)

Furthermore, the interview participants felt that there seemed to be a prescribed path for success in Singapore. This could mean a trying time for those who would like to venture out of conventional dictates, and yet be successful, recognized, and respected for their endeavours. For example, some interview participants felt that Singapore was not a conducive place to pursue unconventional careers such as in the arts. Although there has been a lot of interest and investment in the arts in recent years, they felt that Singapore still had some way to go in establishing herself as a cultural hub.

[Singapore] isn't the only place to fulfill my dreams. Maybe, I would well stick to home base or I would not. In Singapore, it's going to be a lot of hard work as the fringes of society are not exactly recognized. A lot of things, say the arts and music, are not totally recognized here and to do those things well, maybe you have to go overseas. The way the government is going about seeding it, is still a little too programmed and you can't program stuff like that. You need to have that kind of environment. In Singapore, you don't have that and it's more a money first society. (Cheng Kien, 28)

Although most of the interview participants found fulfillment in their work and lives, they also questioned the choices that they have made to date. They wondered if they have sacrificed loftier goals for the basic necessities of life, and -whether they have forfeited their ideals for the more gritty realities of life. Many realized that they have pragmatically chosen wellpaying jobs although they might not have a passion for the work involved.

It's a sad fact, but being a Singaporean, a young working adult, we have to be pragmatic. It's not like you can go out and pursue your passion. For example, I got into triathlon in the university and I really would like to pursue that area. But I guess there is more to life than sometimes just your passion. It's the practicality and the hope of achievement in your life that [gets] you into working and moving up the ladder. (Tony, 27)

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Understanding Singaporeans My dream is to be a deejay and play in clubs in the world circuit. With a dream like this, it is a constant struggle. When you tell people about it, they laugh and brush you off as being immature and not pragmatic. I think Singapore is not a place for me to pursue my dreams. However, I will continue to try, and hope to inspire people to live their dreams through my success. (KhongYao, 25)

10.4.4

Leisure and play

This section focuses on what young adult Singaporeans do for fun, rest, and relaxation. Findings related to work will be discussed later in Section 10.4.5. The interview participants were asked to describe a typical weekend and the leisure activities that they were involved in. Many of the activities revolved around entertainment (e.g., movies, watching television, listening to music, surfing/chatting on the internet), socializing (e.g., dining out, coffee sessions in cafes, having drinks at pubs and lounges, and clubbing) and sports (e.g., badminton, basketball, swimming, cycling, golf, jogging, tennis, and wakeboarding). It was also interesting to note that most female participants mentioned shopping (or window-shopping) as one of their favorite weekend pursuits while male participants were more engrossed in watching and participating in sports. Although some participants felt that their weekend activities served a functional purpose such as "keeping fit" or "keeping healthy", they also expressed a desire to feel socially connected with people and to achieve a balance in their lives. Thus, in addition to their intrinsic interest in an activity, affective needs such as companionship provide an added intensity of motivation and commitment to the activity.

You can't work every day, right? You need to have little perks in life. You can't be earning loads of money and putting them in the bank, not using it and then feeling totally miserable. It's more of a basic emotional need, something to keep yourself happy and motivated to carry on living. It would be a little boring to spend your time just working everyday... I would say that being involved in such activities makes me a more rounded human being. It gives you a sense of belonging, like you belong to someone. There is somebody around whom you can laugh together with, whom you can hang around with, someone to share your joys and sorrows. (KhongYao, 25)

When probed about the range of leisure activities in Singapore, the interview participants lamented that Singapore was a "small place", "boring", "conventional", and "restricted". There was some disillusionment about the options for rest and recreation.

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It's very stressful and very congested. The night life is boring and there is nowhere you can go. Even weekends are boring, we always end up [going] for drinks, watch the movies and what else can we do besides watching movies? I mean the reason why we have the highest frequency for watching movies is because we've got nothing else to do. Now, say if we have a lot of greenery, we can always go out and have a picnic. If we have a lake, we can always go down and just sit by the lake. And, right now even if we have a picnic, there are ants on the grounds right? If you go to Botanic Gardens, the weather is just too hot. Basically, there are very few things you can do in Singapore. (Mavis, 28) It's very restricted. Say for leisure wise, look at the weekends, there are hardly any places to go. Compared to my friends, those in the U.S., during the weekends, they can just drive around to other states whereas in Singapore, you can just simply count how many places you can go to! So, weekends are like, either you go downtown, go to the beach or you stay at home. It's just far too small. (Daniel, 25)

10.4.5

Working in Singapore

The interview participants concurred that it was important to like and enjoy what they were doing, because having the passion for one's work made their careers more challenging and worthwhile.

Being a young working adult in Singapore, I think it's very exciting but only if you are doing the things you have a passion for. I do know of people who aren't exactly doing the things they want or like and they are just bumping around and still deciding what to do. You can't get anything productive out of it. For me, I think it's exciting right now because I am doing the things I want. (Kevin, 29)

Most of the young adults we interviewed were starting out in their careers. However, they had high expectations of enjoying autonomy and flexibility in their work. They would like to be trusted to work independently and to have control over how and when they worked.

I can be independent in my decisions and that I can fairly much stand on my own. I am quite an independent person and I think I am pretty much reliable. So, basically what I need you to do is to give me a piece of work and let me handle it on my own, stop coming to me and checking on me. That's important to me as a worker. I know I have the capability to do a piece of work and

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Understanding Singaporeans am responsible and reliable, so I don't need people to check on me, just give me a deadline and I will produce the work for you. (Mavis, 28) [What I like about my work is] the diversity and the scope. For what I do, I get to cut across the entire organization and I am able to challenge the status quo for the main purpose of improving efficiency and increasing the profits. It's good in a sense as I don't have to do the same repetitive stuff everyday. It's project focused and I handle different things and no two days are alike. (Andrew, 25) I don't really fancy the stringent working hours in Singapore. I feel you are just restricted to the office and that really kills your social life and every aspect of your life. You've got to get the job done definitely, but I feel we can have more flexi-hours, considering we are moving to the new economy. We can be linked up t o the Internet quickly, we have handphones; this IT infrastructure has enabled us to work anywhere, say, from home. (Tony, 27)

Understandably, hindrances to their ideals of work were hardly tolerated. For example, some interview participants were concerned that certain organization cultures and bureaucractic practices (i.e., management style and administrative procedures) could stifle their creativity and undermine their productivity at work. You are not given empowerment and not given enough power to decide on certain things. When you have to make decisions, you still have t o pass through somebody else. The organization is very restricted and you have to do everything by the books. It's not flexible and it's not free-flowing. Your ideas just don't flow out if you work in such an environment. (June, 29) The middle management in my company is not very efficient and effective. So, there is a problem here. The company has a lot of old people or the more experienced employees. They are not so receptive to new ideas as compared to a company which has more young people. I think young people like us get frustrated working under them because of the way they manage. (Siu Ling, 26) The culture must provide innovation, flexibility and autonomy. I am somebody who likes to have freedom of expression, so in my job, I like to be given autonomy to make decisions or the leeway to implement ideas. If you work in the kind of culture where everything has to go by the rules, I find it's very rigid and it dampens your motivation. (May Yen, 28)

10.4.6

Stayers or strayers?

When asked for their views about leaving Singapore to live and work overseas, many interview participants felt that working away from home would be "interesting", "good", "attractive" and "exciting", "a different experience", and would provide them with "wider exposure". Some were cautious about taking up a foreign assignment while others were more

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open to the possibilities. Those who embraced the overseas option felt that the experience would help them to be less parochial.

We are really stuck in a rut in Singapore, not that it's the pits, but we have a very limited worldview. When you go overseas, you come back not taking for granted the things you have always taken for granted. So it broadens your mind. I have been very sheltered over the past years and going overseas would change my paradigm. Growing as a person is about evolving along with your mindset. (Pui Yee, 24) Getting abroad to work certainly entices me. It's a chance to explore new cultures and to shed off the chains, restraints and constraints that the government has placed on us. Going overseas to work involves experimentation as you are going to a completely different culture which is more open. People there are bolder and they dare to speak their minds. (KhongYao, 25)

Despite the positive feelings about working abroad, there were also insecurities and anxieties which stemmed from having to deal with a new genre of lifestyle when overseas, the absence of a familiar support network, and concerns about their coping capabilities.

You are there all alone, or maybe with your spouse and kids. But what about your parents and friends? The majority of them are in Singapore. You would lose touch with them if you happened to stay overseas for too long. (Daniel, 25) I think it's both exciting and scary because it's very uncertain. You do not know what kind of work culture to expect initially, would there be any preconceived notions about your race, your religion, age or gender and so on. (Pui Yee, 24) If I ever get a chance to work abroad, it sounds very interesting and exciting but then I would get home sick. It's like you are completely in a different environment, meeting different people and people in different countries have different ways of doing things. So, I can say you learn a lot more in different countries than your own country itself. But, I always have this fear of "what if I do not do well?" a lot of what-ifs at the back of my mind. So far, it seems okay to be at the place I am now. (Sarah, 24)

10.5

Summary and Implications

In our study, it was found that young adults conventionally engaged in activities such as watching TV/movies, shopping (especially for females), sports,

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and hanging out in cafes or restaurants, chilling out and relaxing with their close friends over drinks and food. Although they enjoyed numerous leisure activities with their highly-valued friends, they generally felt that Singapore could do with more diverse options for rest and recreation. In this respect, the recent openness to more daring activities such as bungee jumping and bar-top dancing could help enliven the local sports and entertainment arenas, providing more opportunities for young adults to unwind and enjoy their leisure time. Policy makers and marketers need to be aware of the evolving needs of young adults who are prepared to spend a considerable portion of their incomes on leisure, sports, and entertainment. Today's young adults welcomed change, and were passionate, inquisitive, and relatively comfortable about taking risks. These traits were also reflected in the workplace where they pursued autonomy, flexibility and self-expression. This would suggest that employers might need to implement policies that would enhance their employees' mobility, promote flexible work schedules, and learn to value their employees by their portable skills. Young adult Singaporeans might be more likely to engage in freelance work, or set up their own businesses. These entrepreneurial tendencies could be nurtured and encouraged with governmental and corporate support and funding. Young adult Singaporeans valued highly their families and their relationships with others in their lives. These affective ties served as an important foundation for their sense of identity, but the emphasis on maintaining these relationships could be a deterrent to long-term overseas careers. Although young adult Singaporeans are family oriented, they also hold values that may be contrary to traditional beliefs. In the aspects of traditionalism, it was interesting to note that there was some adherence to gender roles although many felt that women should have their own careers and should be able to juggle both family and career needs. In terms of moral or social norms, there appeared to be more room for liberty and acceptance. Many of the young adults felt that they were more open-minded and independent than their parents. Most young adult Singaporeans want to do financially well in life but are not overly concerned about having well-known brands to flaunt their wealth and status. Instead, young adults sought value in quality and style in their purchases. This seemed to suggest that understated consumerism was preferred to the flashiness and materialism of the eighties. Thus marketers might not be able to rely on brand names alone but they would need to convince young adult consumers of the value and worth of their purchases over competing brands. Finally, the young adults are a generation defined by their own unique concerns and expectations. They have personal goals and passions which

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may conflict with both familial obligations and societal expectations at large. For instance, young adults desired independence and flexibility in their work and personal lives. However, they are also rational individuals who tried to balance their expectations with pragmatism. While they coveted passion in their work, they realized it might have to take a back-seat because of a possible compromise in terms of remuneration and status. For others, Singapore's structured environment could be stifling to their sense of freedom and creativity. Those who reckoned it might be difficult to make it good in Singapore (i.e., achieve their desired quality of life) if they pursued unconventional career paths (e.g., the arts) might venture overseas. Policy makers would have to manage and balance a portfolio of different initiatives to ensure that talented young adults are retained in the workforce. Of particular concern would be ensuring the affordability of cars and properties, providing opportunities for young adults to be engaged in the socio-political fabric of society, and ensuring open channels of communication for them to express their views and opinions to the relevant policymakers.

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11 Conclusions

This chapter provides a synopsis of the main findings of the values and lifestyle study. The implications of the findings for government policy planners and business decision makers are also discussed. In addition, the directions for future research are outlined.

I I. I

The Study

This is the third study on the values and lifestyles of Singaporeans. Previous studies conducted in 1989 and 1996 were based on data collected from a large scale consumer survey. Over 1500 respondents were randomly selected in each of these studies. They were asked a series of questions related to their attitudes, values, levels of life satisfaction, and lifestyles. In this study, in addition to the large scale survey carried out, two specific groups of Singaporeans were interviewed in an in-depth manner. The large scale survey (carried out in September 2001) has provided a data set describing the attitudes and values of the respondents. The items investigated included family values, entrepreneurial spirit, traditionalism, materialism, status consciousness, societal consciousness, and E-orientation. In addition, their personal values and levels of life satisfaction were also examined. The lifestyle variables studied included leisure activities, media habits, Internet usage behavior, and so on. A total of 1500 randomly selected residents in Singapore were surveyed and each of them provided over 420 responses to the questions contained in the structured questionnaire.

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The data set provided a useful means for describing the general profiles of the respondents. However, the use of a structured questionnaire as a means of data collection does not allow the respondents to provide a more elaborate description of their feelings towards the issues raised in the survey. To further enhance our understanding of the values and lifestyles of Singaporeans, semi-structured interviews were used as a complementary research tool. Two demographic segments representing both ends of the age spectrum, that is, the elderly and the young adults, were selected for this purpose. Twenty participants in the age group of 60 to 78 years old were sampled for the interviews with elderly Singaporeans. Another 20 participants from the age group of 24 to 29 years were sampled for the interviews with young adult Singaporeans. All participants were interviewed individually for about 45 to 105 minutes at their homes, places of work, or in cafes at convenient locations. AH interviews were taped and transcribed. These verbatim transcripts served as the data sets for analysis and interpretation.

I 1.2

Synopsis of t h e Main Findings

This section first describes the profile of the sample and documents a synopsis of the main findings related to values, levels of satisfaction with life in general and with life in Singapore in particular, leisure activities, media habits, and Internet usage behavior. I 1.2.1

Demographic profile of the respondents

About 92% of the respondents interviewed were citizens of Singapore, with the rest being permanent residents. The gender make-up of the sample was balanced. Different age groups were represented with about 16% of them aged 55 years and over. The majority of the respondents were married (59%) and about 38% of them were single. The remaining 3% of them were either divorced or widowed. Of those who were married, 54% reported having at least one child with the average number of children per married respondent being 2.29. About four out of five respondents were Chinese and 12.3% of the sample was of Malay origin. Almost 12% of the respondents possessed at least a university degree. However, about one in five had only primary education and below. About half of the respondents were in full-time employment; the rest were housewives, full-time students, self-employed, retirees, in part-time employment or out of work. The respondents came from different income groups. Only about 7% reported gross personal income of over $5000 a month. About one out of four made less than $1000 monthly. The majority of them (about 60%) made

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between $1001 and $3000 a month. In terms of household income, about 11% made more than $7500 a month. Only 7% reported having household incomes of less than $1000 a month. About 11% of the respondents lived in landed properties or private condominiums with the rest housed in HDB apartments. However, almost 93% of the reported owning their own properties. As far as religion was concerned, while 49% of their parents were Buddhists, only 41% of the respondents professed to be Buddhists. However, there was a rise in the percentage of the respondents being Christians compared to their parents' generation. For instance, while 9% of their parents were Christians, the percentage for the respondents' generation almost doubled to 17%, thus signifying the growing influence of Christianity in Singapore and a gradual decline in the Buddhist faith.

I 1.2.2

Value orientations

Our study examined Singaporeans' value orientations on family, society, status, traditions, entrepreneurship, and materialism. Singaporeans are highly family-oriented, and family values promoted by the Government are truly shared among Singaporeans of all age groups, regardless of gender, marital status, and income levels, except for educational level. Those with tertiary education and above scored marginally lower in terms of overall family value orientation, than those with secondary school or vocational education and below. Singaporeans' societal consciousness is quite high, especially among younger Singaporeans. Education also makes a difference; Singaporeans with secondary and below education are less societally conscious than those with at least junior college education. This shows that there is a role for education in encouraging Singaporeans to care more for the society and their environment. Since education correlates highly with income, it is not surprising to find that the higher the personal income of Singaporeans, the higher their societal consciousness. Although Singaporeans are found not to be status conscious, Singaporeans are generally high on materialism. The least materialistic Singaporean is likely to be a male Singaporean in the 55 to 64 years' age group, who has a varied educational background and earning any level of personal income. Singaporeans are fairly traditional, especially those who are married, aged 65 years and above, and are educated only up to primary school level with personal incomes of less than $1000. The least traditional Singaporean is one who is below 35 years of age, male or female, single, well educated with a high personal income.

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Singaporeans can be considered to be entrepreneurial, but these entrepreneurs are largely young male Singaporeans (below 55 years of age), whether married or single, with at least secondary school education. Several interesting implications could be drawn from the foregoing results. It appears that the more educated a Singaporean is, the less family-oriented he/she is. Perhaps this is because these Singaporeans are all caught up with looking after their material well-being, especially among the younger Singaporeans who are high on materialism. Policy makers have succeeded in promoting family values via the family values campaign that started in 1994 but our results show that perhaps the next stage of the campaign needs to address the issue of how to convince more educated Singaporeans to be profamily while not sacrificing their material well-being. Perhaps this could be done through linkages with religion, as our study shows that Singaporeans place a strong emphasis on religion in their Traditionalism orientation. Generally, Singaporeans are societally conscious, but our study reveals that more needs to be done to educate the lower educated Singaporeans to care more about the society and the environment. This means that the relevant charitable organizations and policy makers may need to re-examine their publicity and promotional programs to make sure that they reach out to this audience. There is no lack of entrepreneurial spirit amongst Singaporeans whom we surveyed, especially among those with secondary and above education. However, more needs to be done to encourage entrepreneurialism among females as our study shows that entrepreneurs are more likely to be male. Perhaps successful female entrepreneurs in Singapore can set up an organization to promote entrepreneurship and be mentors to young enterprising female Singaporeans. I 1.2.3

Personal values

Of the nine personal values listed, the highest importance was accorded to having "warm relationships with others" (mean score of 4.83). This was followed by "self-respect" (mean score of 4.81), "being well-respected" (mean score of 4.77) and "self-fulfillment" (mean score of 4.76). The value that was deemed to have the lowest importance was "excitement" (mean score of only 4.49). It was interesting to note that even though the respondents felt it was crucial to have "warm relationships with others", they considered it less important to have "a sense of belonging" (mean score of 4.61). This might be an indication that Singaporeans, in general, are keen to maintain warm relationships with others but still prefer to be independent and do not necessarily want to belong to certain groups. In that sense, Singaporeans are now more individualistic. Another interesting finding surfaced when we

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compare the importance assigned to these values between 1996 and 2001. Generally, the importance ratings were reduced, with the exception of "excitement". The importance accorded to the nine personal values also varied to some extent among the different demographic groups. Male respondents gave marginally higher importance to all the values compared to females. Similarly, the single respondents were found to attach greater importance to these values over their married counterparts. In terms of ethnic groups, Malays were found to attach lesser importance to all the values than the Chinese and Indians. This lower level of importance was also found to be common among the older respondents, especially those in the age group of 55 years and over. While those with secondary education and lower viewed "warm relationships with others" and "being well respected" as of greater importance than those who were better educated, the latter group appeared to give greater importance to "self-fulfillment". As for the higher income earners (making more than $3000 a month), they embraced more selforiented values such as "self-respect","being well respected", "self-fulfillment", and "sense of accomplishment". While this may be a reflection of a more individualistic society in the making as Singapore becomes more affluent, it may be imperative that group-oriented values such as maintaining "warm relationships with others" and developing "a sense of belonging" should be cherished to portray our Asian heritage. I 1.2.4

Aspirations (Things wanted most in life)

For the sample, as a whole, the aspirations (or things wanted most in life) of the respondents were for health, personal safety, happiness, and success in work or studies in that order. At least 70% of them assessed these items as important or very important. Only 45% (the lowest) of the respondents felt having "good looks" was of similar importance. As such, Singaporeans are a pragmatic lot. They are practical and do not yearn for something that is not attainable. Items such as position/social status, leisure time, power, and youthfulness also received similar approval by less than 60% of the respondents. Male and female respondents were similar in their assessment of the various important items in life. The only bigger difference observed was for the item "social status". While 62% of males regarded this as important or very important, only 53% of the females thought likewise. The differences between single and married respondents were often within a few percentage points and could be considered as not significant. Analysis among the different age groups also indicated that items dealing with internal needs such as "happiness", "personal safety", "security", and "peace of mind" received greater rankings of importance. Interesting differences were observed among

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the three ethnic groups in their assessment of the level of importance for the various items. Malay respondents were found to accord lower importance to all the values compared to the Chinese and Indians. When analyzed by education level, there was very little difference in terms of percentage points among the four groups. When income was taken into consideration, the only big difference observed was the ranking accorded to "freedom" by the highest income group earning more than $5000 a month. They ranked "freedom" as the second most important want in life while the others assigned only mid-level rankings to this item. It is, therefore, evident that as people become more affluent, the yearning for more freedom is felt more keenly. It is encouraging that the Singapore government has moved in that direction as rules and regulations have been gradually relaxed over the years.

I 1.2.5

Life satisfaction

Overall, Singaporeans are satisfied with life in general. About 77% of them reported that they were either satisfied or very satisfied with life. Of the 12 individual aspects of life, they were most satisfied with their relationships with their children (85%), with their parents (84%), with their siblings (80%), and their marriage/romantic relationship (80%). This signifies that the efforts by the government and related ministries in trying to establish family-oriented values among the population have been relatively successful. However, additional efforts may still need to be put in to sustain the trend. If not, such family values could be eroded over time as evident from the change in the importance accorded to personal values between 1996 and 2001 as discussed in the previous section. The items that received lower approval rates were those concerned with leisure activities/entertainment (68%), physical appearance (68%), material comfort (66%), and money (64%). Nevertheless, it is remarkable that no item received a ranking lower than 64%, thus indicating that most Singaporeans are still quite satisfied with most aspects of life, in general. When compared with the level of satisfaction recorded in the 1996 survey (69%), the 2001 figure (77%) represented an improvement. Demographically, there were no differences observed between male and female respondents in their overall level or in their individual aspects of life satisfaction. Similarly, no such difference was observed between single and married respondents for overall life satisfaction. However, several distinct differences were observed for some of the individual aspects such as studies (78% of the singles felt satisfied or very satisfied versus 64% for the married) and marriage/romance (72% for the singles and 84% for the marrieds). Ethnically, Malays were found to be marginally less satisfied with life, in general. In particular, their level of satisfaction with their

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relationship with their children (75%) was found to be lower than Chinese (87%) and Indians (89%). When different age groups were compared, it was noted that, in general, life satisfaction decreased as age increased. About 81% of those aged 15 to 24 years felt satisfied or very satisfied with life, in general, but only 72% of the oldest group (aged 65 years and over) felt likewise. When their individual aspects of life were examined, it was found that variations among the age groups did occur, especially for studies, friends, health, and physical appearance. If the education level of the respondents was considered, there were no significant differences noted in their overall life satisfaction. However, those with tertiary education and above were found to be more satisfied with the individual aspects of life. They were more satisfied with eight out of 12 aspects when compared with those with lower education. In terms of income, no large variations were found among the five groups in their overall level of life satisfaction, but the highest income segment was noted to be more satisfied with money and physical appearance. Overall, it may be interesting to determine the reasons contributing to the differences in life satisfaction among the different demographic groups. Hopefully, insights into these issues would provide us with ways to reduce such disparities. I 1.2.6

Satisfaction with fife in Singapore

Satisfaction with life in Singapore is perceived to be lower than satisfaction with life in general. Although 77% of the respondents were satisfied or very satisfied with life on the whole, only 56% of them felt the same for life in Singapore. They were particularly satisfied with the cleanliness (64%), level of safety (63%), and quality of law enforcement (59%) in Singapore. However, they were less happy with some aspects of life such as the cost of living (35%), affordability of properties (33%), and affordability of cars (28%). Satisfaction -with life in Singapore also dropped between 1996 (62%) and 2001 (56%). The lower ratings accorded to satisfaction with life in Singapore could be attributed to the smallness of Singapore and the consequent competitive pace of life. Compared to other countries where land is abundant and the cost of living much lower, it is understandable that Singaporeans are more critical when they were asked to assess the quality of life here. The downward trend in the economy could also have contributed to such a sentiment. There were very few differences between male and female respondents, or between single and married respondents, in their overall assessment of life in Singapore or in their assessment of the individual aspects of life in Singapore. However, some differences were observed among the

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three ethnic groups. Malays were noted to be less satisfied in their overall assessment. About 48% of them expressed satisfaction or high satisfaction with life in Singapore, compared to about 58% for Chinese and Indians. Moreover, they were also found to be consistently less satisfied with the individual aspects of life in Singapore. This finding is similar to those observed in the previous section with regard to life satisfaction in general. When different age groups were compared, satisfaction with life in Singapore was inversely related to age. The youngest age group (15 to 24 years) reported a rate of almost 60% but the oldest group had only 48% of them similarly satisfied. A similar pattern was found to be true for the individual aspects of life in Singapore. As Singapore is an aging society, such differences will likely increase over time. Viewed in terms of education, there were only marginal differences in the assessment of life in Singapore among the four groups. However, the highly educated appeared to possess higher expectations in life and, therefore, were found to be less satisfied with most individual aspects of life in Singapore. Finally, satisfaction with life in Singapore was observed to be directly related to the level of income, that is, the higher the income, the more satisfied die respondents. Nevertheless, when individual aspects of life were compared, there was no direct relationship between satisfaction and income level.

11.2.7

Media Habits

Television

For television programs, Mandarin drama serials had the biggest following in Singapore. About 60% of the respondents reported viewing this type of programs. This was followed by movies (54%), local English dramas (49%), and news/current affairs (49%). Television viewing habits also varied among different demographic groups. Male respondents were found to like sports and MTV while their female counterparts were more receptive to home shopping. There was a similar viewing pattern for the single respondents when compared to those who were married. Chinese were avid followers of Mandarin dramas but a sizeable percentage of Malays and Indian also watched them.Viewing preferences also clearly differed among the different age groups. The younger respondents embraced almost all types of program categories especially English dramas, comedies/sitcoms, game shows, sports, and MTV. In terms of education, there were only small differences among the four groups in the viewing of Mandarin dramas but those with tertiary education and above clearly preferred local English dramas, documentaries, and sports. The local English dramas, documentaries, sports, MTV, and talk shows were better liked by the higher income

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earners. The lower income segment expressed a liking for comedies, movies, and cartoons. The different viewing patterns found among Singaporeans could be used by marketers and policy planners to determine the most effective way to reach different segments of the society if they wish to promote products and services or the acceptance of public policies.

Radio In the case of radio programs, news broadcasts were the most popular (38%), followed by Mandarin pop (33%) and Pop/Rock music (30%). More male respondents listened to pop/rock music, current affairs, and sports programs while females expressed higher preference for beauty and personal care programs. Single respondents were more receptive to Mandarin pop, western pop/rock music while the married respondents listened to the news more frequently. Audience preferences were found to be less pronounced among the three ethnic groups with the exception of language based programs (e.g., Mandarin pop) and news programs where a greater proportion of Chinese were regular listeners. Differences in audience viewing patterns were found to be greater among people from different age groups, education levels, and income segments. For example, Mandarin pop had a bigger following among the younger segments, whereas the news had a greater number of supporters among the better educated and the higher income earners. Compared to television, radio programs have a lower reach among Singaporeans. However, they are generally less costly and may be effective in reaching different segments of the society. As a media, radio broadcast can, therefore, be used effectively if the relevant targets can be established. Newspapers About 56% read The Straits Times and 39% read The New Paper. Readership for Chinese newspapers was lower, with only 30% reading the Lianhe Zaobao, the most popular Chinese newspaper in Singapore. Readership patterns did not differ too much between the males and females but significant differences were found between the single and married respondents. The New Paper, Today and Streats were read by a greater percentage of the singles while Lianhe Zaobao and other Chinese newspapers were favored by married respondents. This is a reflection of the language proficiency of the respective readers. With the exception of the vernacular newspapers, readership patterns among the three ethnic groups exhibited few differences. However, readership differences were found to vary a great deal

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among people from different age groups, with different educational qualifications and income levels. Newspapers are a good channel for communicating with the public. The reading patterns discovered above can be appropriately used to reach different target groups. For instance, Today and Streats will be more suitable for advertising to the singles and young whereas Zaobao would be a better option if married Singaporeans with a Chinese background are the target. Magazines Singaporeans are less avid readers of magazines than newspapers. About one-third did not read any magazines as indicated in the 2001 survey. Of those who read, the highest readership (21%) was for entertainment magazines. This was followed by female related magazines (19%) and TV guides (18%). Several differences were detected between male and female readers. Female readers clearly preferred women's magazines while males favored sports, automobiles, computers, current affairs, and magazines dealing with male issues. Similar patterns were also found between the single and married respondents but less so among the different races. However, magazine readership patterns were observed to be different among respondents from different age groups, with different educational qualifications and income levels. As determined above, Singaporeans are not too exposed to magazine reading. Of those who do read, they go in for more lifestyle-oriented magazines. Viewed from another angle, this may be an indication that Singaporeans are in need of more serious types of magazines related to themes in politics, economics, and finance. However, considerable marketing efforts will be needed if more Singaporeans are to be enticed to read such magazines.

I 1.2.8

Leisure activities

Sports Almost one out of three Singaporeans did not participate in any sports. The most popular exercise undertaken by Singaporeans was swimming — about 34% of the sample reported doing so. This is followed by jogging (28%), cycling (18%), and aerobics/gym workouts (18%). Between 1996 and 2001, there was a marginal increase in the participation rates for the more popular sports. The rate of participation for most sports was higher for men than for women. Of the more physically demanding sports, the participation rates for the singles were often more than double that of the married respondents.

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Chinese were noted to be more participative in almost all the sports compared to Malays and Indians. However, such participation was seen to be inversely related to the age of the respondents when sport activities become more strenuous. As such, only exercises like qigong and taiji were practiced more actively by the elderly. However, participation in sports was noted to be much lower among the lowest educated — those having only primary education or below. In terms of personal income, the variations in participation rate were noted but it bore no direct relationship to the level of income in general. Nevertheless, those who earned more than $5000 a month appeared to be more active in cycling, golf, and table tennis. To build a healthy and robust society, more Singaporeans must be encouraged to take up sports. Infrastructural facilities must be built and relevant motivational packages organized to activate higher participation rates. Fortunately, the Singapore government has embarked on such efforts and they are expected to bear fruit in the near future.

Social and cultural activities

Singaporeans undertook different social and cultural activities in their leisure time. About 43% reported going to the movies and 39% visited coffee joints. However, they were not very fond of more culturally oriented activities such as visiting art galleries (6%) or spending time on drawing or painting (3%). Males were found to be marginally more participative in most of these activities. However, participation rates were much higher among the singles compared to those who were married. Differences among the three ethnic groups were not pronounced but younger respondents were much more active than their older counterparts. Similar upward trends were found among the better educated. Finally, variations in participation rates were detected among people with different income levels but no direct relationship was noted. However, those in the middle income cluster (earning $2001 to $3000 a month) were found to be the most active. This group could comprise people with early career status and who were often younger. Although Singaporeans often visit cinemas and coffee joints, they are less inclined to be interested in more culturally oriented activities. Promoting the arts in Singapore can be an uphill task. However, with the opening of the Esplanade-Theatres on the Bay complex in 2002, and the continuous efforts by the Ministry for Information, Communications and the Arts in promoting the arts scene in Singapore, it is expected that the participation rate will improve eventually. Furthermore, the Singapore Tourism Board, the Economic Development Board, and the International Enterprise Singapore (formerly Trade Development Board) are working

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together to develop Singapore's culture industry. It is anticipated that Singapore will be placed on the international cultural map in the foreseeable future. Self-improvement activities The most popular self-improvement activity undertaken by the respondents surveyed in 2001 was computer classes (12%), followed by language classes (7%), cooking classes (6%), and singing/dancing classes (5%). Overall, it is noted that Singaporeans are still not too keen on such classes. There were some variations in the rates of participation among the different demographic groups. For instance, men preferred attending pugilistic classes while women were more into cooking and singing classes. The rate of attendance also differed quite significantly between the singles and married respondents. Single respondents were found to be much more active in such pursuits. Ethnically, Malays were noted to be less active in taking computer and singing classes. In terms of age, rates of participation were found to be higher among the younger respondents especially for computer, language, and pugilistic classes. Variations were also detected among respondents with different education and income levels. It was observed that those with lower education or lower income were found to be less active. On the 'whole, the call for "lifelong learning" by the government has not been well received going by the low participation rates of the various self-improvement activities. It is particularly disturbing as the lower educated and the lower income earners who need self-improvement most are noted to be less interested. It is, therefore, important to trace the reasons for such low involvement rates. If not, older and less educated workers may find themselves lagging behind as the economy becomes even more knowledge-based in the near future. Various charity, social work, and community activities Both fund raising (17%) and visiting charity homes (12%) were the more popular socially oriented activities pursued by Singaporeans. There were few variations between men and women, or between single and married respondents in general. However, single respondents were found to be more active in visiting old folks/welfare homes. Variations in the rates of participation among the three ethnic groups were also found to be minimal in general with the exception of Malays who were observed to be more active in visiting old folks' homes and taking up community projects. Respondents with primary education were also noted to be less active in fund raising and volunteering expertise. This also applied to those with

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229

lower income. Education and income appeared to be the two important factors in influencing rates of participation in socially oriented activities. The challenge is to determine how these participation rates could be improved. Travel activities At least 20% of the respondents surveyed reported taking part in travel activities such as sightseeing package tours (28%), shopping trips (28%), cruises (23%), and visiting beach resorts (20%). Notable differences were found between men and women. Women were found to be fond of shopping trips while men preferred adventure travel and backpacking overseas. Similar differences were also detected between single and married respondents. Malay respondents were also observed to be generally less active in taking up travel activities and reported relatively lower rates for going on cruises and visiting spas. Travel activities were pursued more enthusiastically by the younger respondents with the exception of package tours which reported only marginal variations among the different age groups. On the other hand, those with lower education or lower income were found to report lower rates of participating in travel activities. The prime reason could be due to the affordability of travel. Marketers of travel services must, therefore, take these variations into consideration when promoting their services to the different demographic groups.

Home entertainment activities The most popular home entertainment activity pursued by Singaporeans was watching television or movies at home. More than three-quarters (or 77%) of them reported doing so. This is not surprising as watching television at home is the most economical form of home entertainment. This was followed by listening to music (54%), reading (50%), and surfing the Internet (41%). Gender differences were minimal, with the exception of activities connected with the use of computers such as surfing and playing computer games where males were more active. Although the rate of watching television at home varied only marginally between the single and married respondents, differences in rates of participation for other activities were much more pronounced between them. Malays were again found to be less active in general, with the exception of watching television at home. They were particularly less involved when surfing the Internet was concerned. The younger respondents were found to be more active in most of the home entertainment activities listed with the exception of watching television. However, the older respondents were more interested in

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gardening. When education level was taken into consideration, it was observed that those with primary education were less active, especially in activities such as listening to music, reading, surfing the Internet, and playing computer games. In terms of income groups, there were surprisingly less pronounced variations in the participation rates among the five income groups, with the exception of activities which required the use of computers such as surfing the Internet and playing computer games. Other activities Other activities commonly pursued by Singaporeans were taking a stroll or walk (42%), shopping/window shopping (39%) and attending religious services (20%). Women were more active in shopping/window shopping. Single respondents were also more active in most of these activities with the exception of taking a stroll or attending religious services. There were significant differences in the participation rates among the three ethnic groups. For instance, Malays were much more faithful when it came to attending religious services but were found to be less active in visiting clubs, games arcades, and cybercafes. In terms of age, the young reported higher participation rates in most of the activities listed with the exceptions of strolling/ walking and attending religious services.While the rates of participation were less pronounced among the four educational groups for strolling/walking, shopping, and attending religious services, it was found that those with primary education or below reported lower rates for the other less popular activities. Similar observations were also found to be true for those with the lowest income level (earning less than $1000 a month).

11.2.9

Internet usage and behavior

Overall, our survey shows that Singaporeans are not very E-oriented. As far as access to the Internet is concerned, only slightly more than half (59.1%) of Singaporeans surveyed had access to the Internet and the most common reason (80%) for this low accessibility was that many did not find a use for it! It is interesting to find that the other reasons given for not using the Internet were cost related: telephone charges, cost from Internet service provider, and cost of the computer. Among Singaporeans who had access to the Internet, a very high percentage (84.2%) had primary access points at home. The high household penetration rate showed that Internet users did not merely use the Internet for work-related purposes but for leisure and communication purposes as well. Singapore is still relatively underdeveloped as far as online commerce is concerned; only a very negligible number of Singaporeans surveyed (4%)

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reported having online purchasing experience during the past six months. The products that were purchased by Singaporeans online also showed that they have not really caught on with the idea of shopping online. Close to half (45%) of the purchases were for books/magazines, followed by gifts/flowers/ hampers (25%) and tickets for movies/concerts (21.7%). This pattern of purchase behaviour was also reflected in the amount of money Singaporeans spent on online shopping; three-quarters (75%) of the purchases made were less than $500 in value. Hence, it can be seen that most Singaporean online shoppers are still wary of shopping online for goods which belong to the shopping goods category. This is reflected in the top 10 factors that the Singaporeans were concerned with when shopping online. Singaporeans rated product-risk factors like "Not being able to actually see and touch", and "Quality of product", financial risk-related factors such as "Delivery costs" and "Return policy", service-related factors like "Lack of personal touch and attention", "Lack of after sales service", and "Delivery speed", retailer-related factors like "Limited product selection" and "Reputation of company", and trust factors such as "Concerned about revealing personal identity", as factors that make them less keen on shopping online. What facilitated Singaporeans to shop online were factors like "Convenience", "Availability", "Varied choice of merchandise", and "No hassling from sales-people". The Internet is a very popular tool among Singaporeans for entertainment and education purposes. However, the usage rate of the Internet for online banking services and stock trading was very low. The frequent online banking users were Singaporeans in the 35 to 44 years' age group female of Chinese descent, and married. They were also more likely to be university educated and self-employed. The frequent online stock traders, however, were slightly older (45—54 years) and were males. However, like the frequent online banking customers, the frequent online stock traders were also mostly married and of Chinese descent. They were also likely to be university educated and self-employed. The foregoing results do show that the Singapore government's efforts in promoting the use of IT among citizens have been fairly successful. However, more has to be done to help the older and less educated Singaporeans catch up on being E-orientated. This, together with the findings that low or non-Internet usage was mainly due to cost-related reasons, may signal to policy makers and service providers the need to examine their cost structures so as to make Internet access more affordable to the lower income user groups. Singaporeans still lagged behind other IT savvy nations in using the Internet for E-commerce purposes. Shopping, banking, and trading of stocks online in Singapore have yet to take off and the reasons impeding such online behaviors are linked to security and trust concerns. Policy

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makers may, therefore, need to address the issue of how to build up consumers' trust of online retailers so as to encourage E-commerce to develop in Singapore.

11.3

Clustering of Singaporeans

Eight clusters of Singaporeans are identified based on their lifestyles and value orientations. The eight clusters identified from the 2001 survey are the Traditional family oriented (9% of respondents), New age family oriented (6.1%), Modern pragmatists (10.5%), Materialistic entrepreneurs (9%), Entrepreneurial strivers (9.1%), Dreamers (9.5%), Aspirers (28.3%), and the Independents (18.5%). In the 1996 survey, we identified seven clusters: Traditional family value oriented (16.1% of respondents), New age family value oriented (13.9%), Pragmatists (11.1%), Entrepreneurs (13.1%), Materialists (14.3%), Aspirers (18.4%), and the Independents (13.1%). Hence, over a span of five years (1996 to 2001), the Entrepreneurs and Materialists groups expanded into three groups: The Entrepreneurial strivers, the Materialistic entrepreneurs, and the Dreamers. It can be seen that, overall, more Singaporeans belonged to the Aspirers and the Independents groups, while family oriented groups, whether Traditional or New age, attracted relatively fewer Singaporeans in 2001 compared to 1996. The Traditional family oriented group is more materialistic in 2001 compared to those in 1996, while the New age family oriented group is the opposite. Pragmatic Singaporeans are more entrepreneurial and status conscious in 2001 than their counterparts in 1996. Materialistic Singaporeans in 2001 possess more entrepreneurial spirit and are less traditional than their counterparts in 1996. Entrepreneurial Singaporeans are less materialistic and less concerned about society, but more traditional and more status conscious in 2001 than those in 1996. However, Aspirers in 2001 are just as materialistic, entrepreneurial, traditional, status conscious, and socially conscious as the Aspirers in 1996.

11.4

Qualitative Insights: Elderly Singaporeans

The findings from a survey sample of 237 respondents (131 aged 55 to 64 years, and 106 aged 65 years and above) and 20 semi-structured interviews with participants aged 60 to 78 years old provided insights into the lives of elderly Singaporeans. Although the elderly acknowledged that aging is a natural and an inevitable progression of life, they had difficulties dealing with the losses associated with aging (e.g., failing health,

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decreased mobility). In addition, they had fears about poor health and its consequences, abandonment by their children and death (and, in particular, the deaths of their spouses). To manage their fears and concerns, and in a sense, to achieve "successful aging", elderly Singaporeans' values and lifestyles revolved around family, community, and health. The elderly were family-oriented, and felt strongly that younger family members should honor, respect and support the older family members. They cherished the times spent with their spouses and loved ones, and often sacrificed their own leisure pursuits to help with housekeeping and grandparenting. Marketers and policy makers should continue to ensure that products and services that reinforced family values and inter-generational interaction are available for the elderly Singaporeans. The elderly also took time and effort to maintain their relationships with others in the community (e.g., through activities organized by community centers and religious organizations), and were generous in helping the less fortunate, registering high participation rates for involvement with charity and social work activities. Understandably, maintaining their physical and mental health was a prime concern for the elderly. They engaged in sports such as jogging, swimming, taiji, and qigong, and also liked activities such as reading, chess, and meditation. In addition, the elderly were significant consumers of medical insurance and health products. In this respect, it is important to ensure that there is adequate consumer information and protection for all consumers, especially the elderly. Policy makers should continue with initiatives and programs (e.g., Senior Citizens' Clubs and Corners, health-related talks, and seminars) that promote positive attitudes about ageing and which help the elderly to contribute to their communities.

11.5

Qualitative Insights: Young Adult Singaporeans

Insights into the aspirations, values, and lifestyles of young adult Singaporeans were gleaned from the datasets of a survey sample of 192 respondents (ages ranging from 25 to 34 years) and 20 semi-structured interviews with participants aged 25 to 29 years old. Young adult Singaporeans today enjoy a higher standard of living compared to their parents. Thus, they wanted to do more than just satisfy their basic needs in life in terms of their career goals and material pursuits. Many wanted independence, autonomy, and self expression in their careers although they were just starting out in the working world. While some were prepared to sacrifice a higher pay for their ideal job, others were more concerned with making and having enough money to maintain their lifestyles. Some young adult Singaporeans were keen to explore the possibilities of working and living abroad while

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Understanding Singaporeans

others preferred their current lifestyles and familial support networks in Singapore. Employers and policy-makers have to be cognizant of such needs and potential tensions as they strive to retain talented young people in the local workforce. Generally, young adult Singaporeans are family oriented, especially in giving love and support to their family members. However, they are less traditional in terms of social and moral norms (e.g., more accepting of premarital sex and divorce) and more supportive of gender egalitarianism (e.g., encouraging women to pursue their own careers). Young adult Singaporeans liked being financially secure and materially endowed. However, they are discerning about price, quality, and style in their consumption behavior and are not overly concerned with status symbols and brands. With regard to living and working in Singapore, young adult Singaporeans were happy with the safety, security, cleanliness, law enforcement, and the availability of public services and transport. They were less enamored with the restrictive range of leisure activities, the prohibitive costs of cars and housing, the numerous rules and regulations, and the limited career opportunities. Policy-makers need to be aware of the concerns of young adult Singaporeans, regarding their desired value systems and lifestyles, and provide channels for them to be actively engaged in the socio-political dialogue in shaping the future of Singapore. In sum, young adult Singaporeans have their unique values, goals, and expectations, which may conflict with familial obligations and societal expectations at large.

I 1.6

Directions for Future Research

For every piece of research completed, there are always new directions for future research. Although this is a third study of the values and lifestyles of Singaporeans over the last decade or so, there are still many opportunities for further exploration of this intriguing topic of understanding Singaporeans. Several avenues for future research are discussed in the following section. First, additional research issues can be explored to enhance the contributions from future studies. For instance, more consumption behaviors should be investigated. Singaporeans are fond of eating, shopping, and consuming goods and services. It would be interesting to know which restaurants Singaporeans patronize frequently, which are their favorite department stores or supermarkets, what types of products they consume, and which brands they buy and so on. Furthermore, it would be useful to consider the effects of the four Ps in marketing, that is, product, place, promotion, and price, on their buying behavior. For example, to what extent are they brand loyal, how do they make their purchase decisions, the extent

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to which they are influenced by advertising and so on. The current research also revealed certain demographically-based differences that warrant a more thorough investigation. For example, there are significant differences found among the three ethnic groups in some of their values, life satisfaction and lifestyle activities. Perhaps a larger sample for the nonChinese groups may be necessary to determine the root causes, if any, of such differences. Additional qualitative studies could also be conducted to have a better understanding of these ethnic groups. Second, a systematic and longitudinal comparison of Singaporeans' values, lifestyles, and buying behaviour should be established. This has already been done to some extent in this and previous studies. However, it is important to ensure that similar terms and conceptualizations be used so that longitudinal comparisons are meaningful. The tracking of changes over time will be both useful for policy planners and marketers to review how values and lifestyles have evolved and design the most appropriate strategies to reach their target consumers. Third, more qualitative studies could be undertaken. A large scale survey as is commonly practiced is ideal for generating a descriptive profile of the population. However, such large scale surveys are often not able to determine the real reasons for particular behaviors as exhibited by the respondents. For instance, we may know that although 77% of those surveyed were happy with life in general, only 56% of them were satisfied with life in Singapore. Based on the survey results, we are not able to determine the underlying reasons for such feelings. A qualitative research approach using personal in-depth interviews or focus group discussions may be able to shed more light in explaining such sentiments. Fourth, more but smaller scale surveys could be carried out to examine certain contemporary topics of interest to the public every six months or every quarter. The present values and lifestyle surveys are carried out only once in five years. This length of time might be too long and one may miss important trends or topics of interest in the interim periods. Surveys carried out at shorter intervals will be able to provide a better feel of the pulse of the society. Finally, it would be ideal if a more permanent structure like a research center can be established to undertake such values and lifestyles studies. The primary objective of this center at the initial stage would be to establish a database of studies which have examined the changes in the values and lifestyles of Singaporeans. When funding is adequate, it may be useful to extend such studies to other ASEAN and Asian countries. With the enlarged database, researchers will be able to embark on cross-cultural comparisons that will enhance our understanding and knowledge about other consumers in the region.

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Index

Abandonment 178, 180,182-183,185, 233 Access points 137-138, 152, 230 Activities 1, 3, 6-7, 16, 152, 161-163, 175-176, 195-198 Adventure travel 119-123,229 Aerobics 97-102,226 Affluence 196 Affordabilky 58-66,207,215,223,229 After sales policy 140, 231 Age groups 18, 35-36, 43, 45, 55, 63, 73, 79, 86-87, 92, 95,100, 106, 111-112, 116,121, 126, 132, 141,175, 218, 221, 223-226, 229 Art galleries/exhibitions 103—109 Arts 70-75, 108, 198, 203, 209, 215, 227 Asian 32, 39, 175, 195-196, 221, 235 Asian Wall Street Journal 83-89 Aspects of life 6-7, 51-66,199, 205-207, 222-224 Aspirationals 196-197 Aspirations 2, 7, 16, 31, 40, 47, 57, 153, 188,195,199,201,221,233 Aspirers 5, 157-172, 232 Attend religious services 129-133 Attitudes 2-4, 6-7, 16, 24, 153,175,180, 189,192,217,233 Autonomy 198, 211-212, 214, 233

Availability 59-66, 117-118, 140-141, 205,207,231,234 Backpacking overseas 119—123,229 Badminton 97-102,210 Balance 9 , 1 5 6 , 1 7 2 , 2 0 8 , 2 1 0 , 2 1 5 Banking 141, 146-148, 152, 231 Baseball 97-102 Beach activities 129—134 Beach resorts 119-123, 229 Beauty 7 6 - 8 1 , 8 9 - 9 4 , 2 2 5 Being well-respected 31-33, 35, 202, 220 Berita Harian 83-88 Bless, blessed, blessings 178, 187, 206 Bookstores 103-109 Bowling 97-102 Brand conscious, brand consciousness 205 Brands 4, 22-23,154,195, 205, 214, 234 Bureaucracy 212 Business Times 83-88 Call-ins 76-81 Canto pop 77—81 Career opportunities 60-66, 206-207, 234 Career, careers 3-4, 11, 45, 141, 144, 148, 151-152, 199, 203, 208-209, 211, 214-215,227,233-234

242

Index

Cars 22-23, 58-66, 154, 205-207, 215, 223, 234 Cartoons 70-75, 225 Charity 6-7, 20, 97, 114-118, 154, 176, 187,228,233 Children 3, 9-10, 12, 18, 51-58, 67, 154, 176, 179, 181-185,188,191, 201, 208, 222-223 Chinese 6, 8-9, 35, 45, 49, 55, 62, 72, 100, 105, 141,156-157, 160-161, 164, 174,176,196,200,218 Choice, choices 31, 35-36, 38, 40, 54,140-141,188,199,205, 208-209,231 Classical music 76-81 Cleanliness 58-66, 205-206, 223, 234 Cluster 4 - 5 , 153, 155-159, 161-172, 196-198, 232 analysis 9, 153, 155 solution 156 Clustering 153,232 Coffee joints 103-108,227 Comedies 69-75, 161, 163, 224-225 Communality 155 Communicate 18, 154 Community activities 7,114-118, 176, 187, 228 center 103, 109, 134, 176, 185-187, 193, 233 life 174,186,192 projects 114-118,228 Comparability 156 Comparison 6, 9, 17, 32-33, 83-114, 164,235 Computer classes 109-113,161,228 Computer games 124-129, 229-230 Concerts/performances 103—108 Consumption 7, 173,178-180, 183, 192, 195,234 Contemporary Seekers 196, 198 Control 5 , 8 , 2 0 8 , 2 1 1 Convenience 59-66, 140-141, 193, 206, 231 Cooking classes 109—113, 228 Coping strategy/strategies 179—180, 188-189, 192 Cost of living 58-66, 207, 223 Creativity 198,212,215 Cruises 119-123,191,229

Cultural hub 209 performance 70-74 value 32 Current affairs 69-82, 89-95, 161, 163, 224-226 Customer services 59-60 Cybercafe 129-134,230 Cycling 97-103,210,226-227 Data 2, 8-9, 13-16, 164,173, 176, 178,183,185,187,195,199, 217-218 collection 5, 8, 14, 176, 199, 218 Death, dying 180,182,188,233 Delivery 47,140,231 Demographics 7, 13, 19, 2 1 , 23, 25, 27-28, 69, 76, 83, 90, 98,104, 110, 115, 119, 130,136, 176, 196, 199 Differences 9, 16, 22, 34-35, 39, 53-55, 70, 76, 97-98, 100-101, 221-227 Dimension 3-4, 156, 160, 164 Disco 104-108 Divorce 24, 154, 196, 203, 234 Documentaries 69—75, 224 Drama series 70-76 Drawing/painting 103-113 Dreamers 157-160,162-172,232 Dreams 195,206,209-210 E-commerce 141,152,231-232 Education 1, 3, 9, 18-19, 37-39, 46, 56, 64, 74, 87, 101,107, 117, 127, 136, 156,174, 196, 218-225 Ego needs 193-194 Email 135, 154 Enjoyment 31-39, 179, 186, 191 Entertainment 6-7, 52-58, 70-75, 90-94, 97, 123-129, 141,151, 210, 214, 222, 226, 229 Entrepreneurial spirit 7, 26-29, 155-156, 160, 165-167,169-172, 198, 217, 220, 232 Entrepreneurial strivers 160-161, 164-172,232 Environment 14, 20, 22, 29, 154-155, 191, 204, 208-209, 212-213, 215, 219-220 E-orientation 7, 135-136,152-154, 156, 160,164-171,217

Index Ethnic groups 9, 35, 45, 55, 62, 72, 78, 85, 92, 100, 105,110,126, 131, 221, 224, 235 Excitement 31-39, 197, 220-221 Exclusive privileges 22—23, 154 Expensive 22-23, 66,103,154,181,190,205 Exploring 135, 154 Externally oriented 49 Factor, factors 2, 7, 9, 67, 103, 123, 139-141, 153-155, 198, 229, 231 Factor loadings 154-155 Familial love 203 Family gatherings, meals 185, 191 love 18,154,184,203 values 6-7, 17-19, 28-29,153-154, 156, 160, 165-172, 183-184, 191, 202-203, 217, 219-220, 222, 223 Farm stays 119—123 Festivals 24,154-155,203 Financial matters 64, 76—82 Financial security 175, 197, 204 Flexibility 211-212,214-215 Food/culinary trips 119—123 Freedom 6, 14, 40-49, 59-66, 197, 203, 212,215,222 Friends 6, 12, 15, 52-58, 135, 154, 174, 180-181,186,204,207,211, 213-214,223 Friendship 6, 40-46, 48, 201 Fun 31-39, 186, 210 Fund raising 114-118, 161-162, 176, 187, 228 Game 6 9 - 7 5 , 7 7 - 8 1 , 2 2 4 Game arcade 129-134, 230 Gardening 124-128, 176, 188, 230 Gender 8-10,13, 17-19, 2 1 , 23, 25, 27-28, 34, 42, 53, 60-61, 67, 70-71, 76-77, 84, 90, 98-99, 103-104, 108,110, 115, 118-120,124-125,130,136, 141-142,145-146,149, 157, 213-214,218-219,229,234 Golden hits 77-81,161,163 Golfing 98-103, 162 Good looks 6 , 4 0 - 4 9 , 2 2 1 Governments 17, 59-67, 103, 114, 152,174-175,191-193, 196,

243

205-207, 209, 213-214, 217, 219, 222, 227-228, 231 Grandchildren 176, 179, 184-185, 191, 193 Grandparents, grandparenting 12, 18, 154, 175,183-184,203,233 Grouping 3 Gym workouts 98-102, 226 Happiness 40-49,188, 190, 201, 221 Hassling 140-141,231 Health 3, 40-49, 52-58, 90-94, 174, 178, 180,183, 188-192, 197, 201, 221, 223, 232-233 care 47,59-66 matters 76-82 products 190-191,233 High-Flyers 196-197 Hobbycraft at home 124-128 H o m e entertainment activities 7, 123-129, 229 Home shopping 70-75, 224 Honor 18,183,203,233 Horseback riding 98-102 Ideals 201,209,212 Illness, ill health, poor health, sickness 178-182,188,192,233 Implications 1, 17, 28, 39, 47, 67, 76, 82, 89, 94,103, 108, 113, 118,123,128, 134,152,172, 175, 189,191-193, 213, 217,220 Importance 6-7, 17, 31-49, 54, 185, 191, 202,220-222 Impress 22-23, 154-155, 205 Inconsistency 155 Independence 180-181, 188,192, 215, 233 Independents 5,157-172,232 Indians 9, 35, 45-46, 55, 62, 72-73, 76, 78, 82, 86, 89, 92, 100,116,118,121, 131, 134,221-224,227 Intangible costs 208 Integral 135, 154 Internally oriented 49 International Herald Tribune 83-89 Internet 6-7, 16, 124-129, 135-154, 163-164, 217-218, 229-231 Interpretability 156 Interviews 8, 14-16, 173, 176, 186, 188, 195, 199, 203-205, 218, 232-233, 235

244

Index

Jazz 76-81 Job 6, 26, 40-41, 52-58, 155, 174, 177, 197, 201-202, 204, 207-208, 212, 233 Jogging 97-103, 188,196-198, 210, 226, 233 Karaoke 103-108, 124-128 Kinship 185 Language classes 109—113,228 Latin 76-81 Law enforcement 58-66, 205-206, 223, 234 Leisure 26, 56, 59-66, 97, 138,155, 191, 204,210-211,214,230,233 activities 6, 16, 52-58, 97, 161-162, 175, 210, 214, 217-218, 222, 226, 234 time 40-49, 134, 179, 186, 194, 214, 221,227 Level of satisfaction 51, 53, 55, 57—60, 63, 222 Lianhe Wanbao 83-88 Lianhe Zaobao 83-89, 163-164, 225 Life 6, 51, 53, 55, 67, 161, 218, 222-223, 235 in Singapore 6-7, 5 1 , 58-67, 161, 199, 205-207, 218, 223-224, 235 satisfaction 51-54, 56, 65, 67, 161-162, 174-175, 217, 222-224, 235 Lifestyles 1-3, 5-6, 8, 14, 16, 72, 153, 164, 173, 175, 179, 184, 192, 195, 199, 217-218,232 List of values (LOV) 6 Longitudinal comparison 32, 33, 235 Look-at-Me 196-197 Love 17-18, 40-46, 48, 154,182-184, 191, 196,198, 203, 234 Luck 5 , 4 0 - 4 6 , 4 8 Luxuries 206 Magazines 7, 89-95, 138-139, 192, 198, 226, 231 Malays 9, 35, 45, 49, 55, 62, 72-73, 76, 78-79, 82, 86, 89, 92, 100, 116, 118, 156, 160, 221-222, 224, 227-230 Mandarin drama 69, 72-74, 76 Mandarin pop 76-82, 161, 163, 225 Marital status 10, 15, 17-19, 2 1 , 23, 25, 27, 28, 34, 42, 54, 61, 70, 78, 84, 91,105, 110, 115, 119,125, 130, 157, 176, 219

Marriage 6 , 2 4 , 5 1 - 5 8 , 6 7 , 1 5 4 - 1 5 5 , 203, 222 Material comfort 51-58,222 costs 208 well-being 29,204,220 Materialism 6-7, 17, 25-27, 29, 155-156, 160, 164-171, 202, 204, 214, 217, 219-220 Materialistic entrepreneurs 156, 161-169, 171-172,232 Materialists 5,164-171,232 Mean 10, 18, 20, 22-24, 26-27, 32, 47, 51-52, 58-59, 140-141, 161, 181, 183-184,187,189-190, 209, 211, 220 Medical insurance 190,233 Mental health, mental alertness 174, 188-189, 233 Merchandise 140-141, 231 Methodology 1, 5, 14, 179, 199 Mobility 178, 180-181, 188, 192, 214,233 Modelling classes 109-113 Modern pragmatists 156, 164-172, 232 Money 1 , 4 , 2 0 , 2 6 , 5 1 - 5 8 , 1 1 7 , 1 3 9 , 154-155, 178, 181,198, 204, 209, 222, 231 Moral and social norms 203 Motivators 5, 204 Movies 3, 69-75, 103-108, 124-129, 139, 161,197,210,224,227,231 M T V 70-75,224 Music lounges 103-108 Musical entertainment 70-75 Musical instruments 124—128 N e w Age 5,156-159,161-172,232 New Paper 83-89,163-164, 225 News 69-83, 86, 137, 161, 163, 224-225 Newspapers 7, 69, 82-84, 86-89, 94, 198, 225-226 Non-polluting 20, 154 Non-recyclable 20, 154 Old folks/welfare homes 114-118, 187, 228 Oldies 77-81, 163 Online purchasing 138-140,231 Opera 76-81 Optimism 206

Index Orientation 3-4, 17, 29, 40, 135, 155, 160, 165-171,219-220 Overall satisfaction 7, 52—60, 65, 67 Pain 180-181 Parents 12, 18, 51-58, 67, 154, 179, 183-184, 199, 201, 203-204, 213-214, 219, 222, 233 Participants 14-16, 98, 176-182, 186-188, 191,196, 199-200, 203, 208-212, 218, 232-233 Passion 209,211,215 Peace of mind 40-46, 48, 188, 201, 221 Personal care 76-81,225 identity 140,231 income 11, 17, 19, 21-25, 27, 38, 47, 57, 65,75,81,88,94,101,113,122, 133,144,218,227 safety 40-48,188,201,221 values 6-7, 31-39, 173,185, 195, 199, 202, 217, 220-222 Photography classes 109-113 Physical appearance 52-58, 222-223 Play board games/card games 124—128 Popular sports 98,101,103,226 Popularity 73-74, 78, 80-81, 94, 130 Population 8-9, 13-14, 16, 22, 39, 47, 67, 82,89,103,108-109,119,161, 173-176,192,196, 222, 235 Position 40-41,221 Potential 6, 15, 26-27, 208, 234 Potential realization 155 Power 40-46, 48-49, 176, 190, 196, 212, 221 Pragmatic, pragmatism 4, 156, 209—210, 215,221,232 Preferences 1, 69, 76, 82, 84, 108, 195, 224-225 Premarital sex 203, 234 Price 205,209,234 Private club/country club 129-133 Problems 8, 26-27, 155, 204 Productivity 135,154,212 Products 7, 20, 39, 47, 59-66, 76, 82, 138-139,154, 190-192, 195, 225, 231,233-234 Profiles, profiling 2, 129, 153, 157-158, 172,218

245

Progression 74, 178, 232 Properties 58-66, 206-207, 215, 219, 223 Protection of consumers 59-66 Psychographics 2 Public services 59-66, 205-206, 234 Public transport 59-66, 205-207 Pubs 103-108,210 Pugilistic classes 109-113,228 Purposive sampling 14 Qigong 98-102, 188, 227, 233 Quality 8, 140,183,196, 198, 201, 205-207, 214-215, 223, 231 education 59-66 health care 59-66 Questionnaire 5-8, 16, 97, 179, 199, 217-218 Quiz 76-81 Radio program 69, 76-82, 161 Random sample 8 Rank 3 5 , 4 2 - 4 6 , 4 8 Readership 83-95,161,163,225-226 Reading 16, 83, 87-89, 95, 124-129, 175, 189, 197-198, 225-226, 229-230, 233 Recognition 5, 11, 160, 194 Recreation 6 1 - 6 6 , 7 6 - 8 2 , 2 1 0 , 2 1 4 Recreational activities 175 Recyclable 20, 154 Relationships 31-39, 51-58, 67, 185-186, 196,198-199, 202, 214, 220-222, 233 Relaxation 210 Religion 9, 12-13, 24, 29, 154-155, 177, 200, 213, 219-220 Representativeness 9 Reputation 140,231 Research 1, 5-6, 8, 14, 173, 175-176, 179, 199,217,234-235 Resourceful 27, 155, 181 Respondents 2, 5-15, 31-43, 51-56, 70, 72-73, 97-98, 137, 156, 160,174, 185, 217-235 Rest 22, 36, 49,101, 109-110, 130, 132, 137, 173, 179, 184, 207-208, 210, 214, 218-219 Retirees, retired elderly 15, 156, 175, 179, 184,192-194,218 Retirement 179, 184, 186, 191, 193-194

246

Index

Return policy 140,231 Rock music 76-82, 161, 163, 225 Roller skating 98-102 Romantic 52-58,67,222 Rules and regulations 49, 59-65, 206-207, 222, 234 Sacrifices 18, 154, 183-184 Safety 40-49, 58-66, 188, 192, 201, 205, 221,223,234 Salespeople 140-141 Satisfaction with life 6, 16, 51-67, 218, 223-224 Security 5, 31-49, 58-66, 152, 174, 185, 189, 197, 201, 204-206, 221, 231,234 Segments, segmentations 2—4, 14, 16-17, 76, 82, 91, 157-158,164,192, 196, 218,225 Self-actualization needs 193 Self-confidence 3, 5, 26—27, 155 Self-employed 11, 141, 152, 160, 200, 218,231 Self-fulfilment 31-39 Self-images 192 Self-improvement activities 7, 109-113, 228 Self-respect 31-38, 185, 196, 202, 220-221 Senior citizens 175, 192, 233 Sense of accomplishment 31,33—39, 197, 202, 221 Sense of belonging 31-39,210,220-221 Sentosa 104-108 Serials 6 9 - 7 0 , 7 2 - 7 4 , 2 2 4 Service provider 137, 152, 191-192, 194, 230-231 Services 7, 39, 47, 59-66, 76, 82, 97, 129-134, 141, 176, 191-195, 205, 225,229-231,233-234 Shin Min Daily 83-88 Shopping, Shopping trips, window shopping 20, 61, 119-123,129-134, 138-140, 152, 161-164,198, 210, 213,229-231,234 Siblings 5 1 - 5 8 , 6 7 , 2 2 2 Sightseeing package tours 119-123, 229 Singing/dancing classes 109—113, 228 Singles 5, 39, 98, 105,110, 115, 120,123, 125,131,196,222,225-228 Sitcoms 69-75,161,224

Social cultural activities 6-7, 97, 103-109, 227 dancing 104-108 integration 175 status 22-23, 40-46, 48, 154-155, 160, 205,221 work 6-7, 97,114-118,187,228,233 Societal Consciousness 6—7, 20—22, 153-154, 156, 160, 165-167, 170, 217,219 Spas 119-123,229 Speed 140,231 Sports 6-7, 70-82, 90-95, 97-103, 175, 186,192, 197, 210, 224-227, 233 Spouse/spouses 12,180-183,185, 188, 191,213,233 Squash 98-102 Status 2 - 3 , 5, 8,11,17, 22-23, 154-156, 165-171,174,177,197,205, 214-215,219,227 Status Consciousness 7 , 2 2 - 2 3 , 154—156, 160,205,217 Status symbols 205, 234 Stock trading 141,149-151,231 Strategies 1, 140, 179, 192, 235 Streats 83-89,225-226 Stress 39,208 Strolling/walking 129-134,230 Studies 1-2, 4, 6, 16, 52-58,175,196-199, 217,221-223,234-235 Style 205,212,214,234 Success 4-5, 40-46, 48, 67, 174, 197, 208-210, 221 Successful aging 173—175, 233 Suffering 180-181,192 Suicide rates 175 Summary 1, 16-17, 28, 39, 47, 67, 76, 82, 89, 94,103,108,113, 118, 123,128, 134,152,172,191,213 Support 18, 33, 154, 183-184, 203, 207, 213-214,233-234 Swimming 97-103, 162, 188, 197-198, 210, 226, 233 Taiji 98-102, 175,186, 188, 227, 233 Talk shows 70-76, 79, 224 Tamil Murasu 83-88 Television programs 7, 69, 74-76, 79, 224 Tennis 98-103,210,227

Index The Straits Times 82-89, 152, 161, 163, 196, 225 Timeshare holidays 119-123 Today 83-89,225-226 Trade-offs 199 Traditional family oriented 5, 156, 161, 164-172, 232 Traditionalism 7, 24-25, 29, 154-156, 160, 165-171, 202-203, 214, 217, 220 Travel 4, 6-7, 90-94, 97, 119-123, 191, 229 Trekking 98-102,207 Trend 39, 74, 79-80, 82,106, 126, 173, 175, 195, 222-223 VALS-2 3-4 Variance 9, 153-155 Varied choice 140-141,231 Viewers 70,72-76 Viewership 69-70, 72-74, 76, 161 Volunteer expertise 114—118

247

Warm relationships 31-39, 185, 202, 220-221 Watching TV/movies at home 125—129 Water sports 98-102 Wealth 4 0 - 4 9 , 1 9 7 , 2 0 4 , 2 1 4 Web pages 135,154 Weekend, weekends 210-211 Well-known brands 22-23, 154, 205, 214 Work productivity 135, 154 Working elderly 15, 176, 179 World music 76-81 Young adult consumers 195, 214 adult Singaporeans 14—16, 195—196, 199, 201-202, 204-205, 208, 210, 214, 218, 233-234 Asian consumers 195 executives 199 working adults 187, 196 Youthfulness 40-49,221