More Than Half of Indians Living Blended ‘Hybrid Lives’: Amex

There is a growing interconnectedness around the world, both in personal and work life, as well as real and virtual interactions, so suggested a recent study by American Express and market research firm Morning Consult. The survey was conducted in eight countries across the world. The study throws up interesting insights into the changing lives of Indians when it comes to the evolving approach to work and life and how technology is both a boon and a bane.

• Nearly 32 percent respondents reported spending more time at work in the last two years with nearly 38 percent attributing technology as the cause.

• Nearly 88 percent respondents claim to be successful in integrating technology into their lives, but 47 percent want more mobile free time.

• Quite interestingly, when it comes to celebrating milestones and relationships, experiences (68 percent) override material gifts (22 percent) as being more meaningful.

  
  

As a global business organization with an Indian presence spanning more than 90 years, the bank has witnessed the transformation in the lives of our customers. The Live Life survey highlights the shift from work-life balance to work-life integration. The respondents to the survey have shared rich insights on their changing outlook and expectations on finding balance in relationships, technology and work. Brands and service providers have a large playing field on which they can innovate and evolve to serve these emerging needs, said Manoj Adlakha, CEO, American Express Banking Corp, India said.

Elaborating on how American Express supports customers’ aspirations, Manoj said that American Express is focused on enabling our card members to live fuller lives, gliding seamlessly between work and play. Amex leverages innovations in technology and exclusive partnerships to provide best-in-class service. This customer-centricity powers our vision to continually deliver the world’s best customer experience.

The survey takes these parameters into account to showcase the patterns in demographic-sub groups, such as different age-groups, men and women, and state-wise trends.

Parents working harder than non-parents, both at home and work!

• Non-parents are more likely than parents to be spending fewer hours at work.

• Personal time contributes more to happiness of non-parents (46 percent) compared to parents (39 percent)

• Non-parents (47 percent) are more likely to say that traveling is on their bucket list than parents (37 percent)

Virtual and social interactions remain important

• Virtual reactions are very important for the 30-44 age group

• More women (63 percent) than men (54 percent) consider social media important to share experiences

Work satisfaction contributes to contentment with life

• Nearly 74 percent of those aged 45-64 find work a meaningful part of their life compared to 53 percent overall

• More men (66 percent) than women (40 percent) report work to be a meaningful part of their life

Technology lauded as an enabler, but mobile fatigue reported across the board

• Close to 56 percent women claim to be very successful in integrating technology into their life as compared to 42 percent men

• Women are proportionately more engaged with technology, as more men (66 percent) are likely to have mobile-free time than women (57 percent)

• In what could be alarming to some marketers, younger respondents are more likely than older respondents to want more mobile-free time

Women happier today, living more “connected” lives

• Women reported being “significantly happier” today (45 percent women vs. 30 percent men)

• More women (84 percent) find spending time with family and friends as meaningful, compared to men (68per cent)

• 40 percent women believe work is a meaningful part of their life, compared to 66 percent men

• Interestingly, more number of men and women rank time spent with family and friends as meaningful, compared to their feedback on the role of work

• Shared experiences are far more important to women (63 percent) than men (54 percent)

Men somewhat more materialistic than women

• Bucket-list of men more likely to include material goals such as buying a house (46 percent men vs. 35 percent women), buying a dream car (44 percent vs. 29 percent) and achieving a professional goal (46 percent vs 33 percent)

Culture creates context

• Two states-Telangana and Kerala reported the highest levels of integrated work and life

• 74 percent of the respondents in Gujarat are most likely to put more effort into everyday personal interactions versus 50 percent on average

• Respondents in Kerala (94 percent), Karnataka (92 per ent) and Andhra Pradesh (91 per ent) are most likely to say they have enough time to enjoy areas of life that make them happy.

• Close to 91 percent of the respondents in Tamil Nadu consider personal relationships as paramount as against 69 percent average.