DataSpring Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Tomohiro Hosono) conducted an independent survey targeting three emerging countries (Kazakhstan, Sri Lanka, and Bangladesh) utilizing its proprietary overseas panel.

In the first installment, we provided an overview of the market structures and differences in values among the three countries by targeting Gen Z and Gen Y in Kazakhstan, Sri Lanka, and Bangladesh, examining household composition, occupation, income, household expenditures, values, and impressions of Japan.

In the second installment, we focused on the theme of dietary life, analyzing differences in food behavior among consumers in the three countries through daily meal formats, use of seasonings, actual conditions of eating out and ready-made meals, and beverages/health claims.

This article, the third installment, addresses the themes of work and housing. We will decipher the differences in living foundations and work styles in the three countries by examining housing types, equipment used at home, number of working days/hours, overtime conditions, and attitudes toward overtime.

Going forward, we plan to conduct surveys in Sub-Saharan Africa, Latin America, and the Europe/Middle East/North Africa region.

[Survey Results Highlights]

1. Housing types clearly differentiated by country

Clear differences were observed in housing types among the three countries: Kazakhstan, Sri Lanka, and Bangladesh. In Kazakhstan, apartment living is predominant, with 46% owning apartments and 14% renting apartments, accounting for approximately 60% combined. This suggests the establishment of urban housing types.

Looking at generational differences, Kazakhstan shows a relatively high proportion of rental apartments among Gen Z, indicating that rental housing is spreading among the younger generation in urban areas. On the other hand, owner-occupied houses are relatively more common among Gen Y, suggesting a transition to more stable housing types as their life stages progress.

In Sri Lanka, 41% live in detached houses and 35% live with relatives, meaning about 80% live in detached houses or with relatives, indicating a living arrangement based on "family residence." Particularly among Gen Z, 43% live with relatives, showing a strong tendency for younger generations to live together with family and relatives. In contrast, the homeownership rate increases among Gen Y, showing differences in housing independence by generation.

In Bangladesh, 25% rent apartments and 14% own apartments, with apartment living accounting for about 40%. This suggests that living in multi-unit housing has become somewhat established against the backdrop of advancing urbanization. Meanwhile, 36% of Gen Z live with relatives, a relatively high percentage, showing a living structure where urban housing and cohabitation with family coexist.

2. Basic home appliances are widespread in all three countries, with differences in the degree of household mechanization by country

Regarding equipment used at home, the utilization rates of basic living appliances such as smartphones, refrigerators, and televisions are high across all three countries. Personal devices and basic home appliances have become established as living foundations regardless of country or generation. Notably, smartphones are used by around 90% in all three countries, making them extremely important devices for connecting with consumers.

On the other hand, there are country-specific differences in the use of appliances that replace or streamline household chores and daily life with machines. In Kazakhstan, ownership rates of durable consumer goods and household appliances such as microwave ovens (55%), vacuum cleaners (54%), and air conditioners (32%) are higher than in the other two countries, indicating advanced mechanization of household chores. Particularly among Gen Y, the usage rates of washing machines, microwave ovens, and vacuum cleaners are all over 60%, indicating a lifestyle where appliances are routinely used within the household.

In Sri Lanka and Bangladesh, while basic appliances like refrigerators and televisions are common, the usage rates of microwave ovens, dishwashers, and robot vacuum cleaners are low. This suggests that a living structure relying on manual labor rather than mechanization remains for cooking and household chores.

From this, it can be inferred that while digital touchpoints and basic home appliances have permeated daily life in all three countries, Kazakhstan is leading in appliance categories that support household efficiency and convenience, while Sri Lanka and Bangladesh still have room for future penetration.

3. Working days are generally 5 days a week, with working hours around 8-9 hours

Regarding employment status, working days in all three countries are generally around 5 days per week. Sri Lanka, in particular, has a slightly longer average of 5.5 days, showing a relatively longer trend in terms of working days.

Working hours are longest in Kazakhstan, followed by Sri Lanka and Bangladesh, but in all cases, they are around 8-9 hours per day, with no significant differences among the three countries.

Generationally, it is characteristic that working hours are longer for Gen Z than for Gen Y only in Kazakhstan. On the other hand, working hours are longer for Gen Y in Sri Lanka and Bangladesh, and in Bangladesh, working days also tend to be slightly longer for Gen Y. It is thought that differences in job responsibilities and life stages by generation, in addition to country-specific employment structures, are reflected in actual working conditions.

4. Overtime conditions vary by country, with a polarizing trend in Sri Lanka and Bangladesh

Regarding overtime hours, different trends were observed by country. In Kazakhstan, the focus is on moderate overtime of about 1-5 hours per week; while there is some overtime, it does not lean towards extremely long working hours.

In contrast, Sri Lanka and Bangladesh show a coexistence of those who "do not" work overtime and those who work relatively long hours, resulting in a wide distribution. It is possible that overtime is concentrated in certain segments, suggesting differences in work styles depending on occupation, employment status, and job content.

Generationally, in Sri Lanka and Bangladesh, there is a tendency for a higher proportion of Gen Y to have no overtime. In Kazakhstan, on the other hand, the generational differences are small, and overtime conditions are relatively uniform.

5. Attitudes toward overtime are most positive in Sri Lanka

Attitudes toward overtime show differences among the three countries. In Kazakhstan, about 50% are positive about overtime, slightly exceeding the proportion who are negative. While there is a certain degree of tolerance for overtime, there is a coexistence of those who actively accept it and those who wish to avoid it.

In Sri Lanka, positive responses to overtime were the highest among the three countries at approximately 60%, indicating relatively low resistance to overtime. Considering the slightly longer working days compared to other countries, this suggests a market with relatively high tolerance for working longer hours.

In Bangladesh, opinions are divided, with about half of respondents being positive about overtime and the other half wanting to avoid it. Generationally, Gen Z is slightly more positive about overtime, suggesting that aspirations for career development and income improvement among the younger generation may influence their acceptance of overtime.

[Conclusion]

This survey revealed distinct characteristics in housing types, equipment used at home, work styles, and attitudes toward overtime in Kazakhstan, Sri Lanka, and Bangladesh.

In Kazakhstan, with apartment living being predominant and relatively advanced use of appliances like microwave ovens and vacuum cleaners, a lifestyle centered on urban living appears to be taking root. In contrast, Sri Lanka has a high prevalence of detached houses and cohabitation with relatives, with family-oriented living being prominent. Bangladesh shows a living structure that combines elements of urbanization and family cohabitation, with apartment living and cohabitation with relatives coexisting.

Furthermore, while there are no significant differences in working days and hours across the three countries in terms of employment, differences in overtime conditions and attitudes toward overtime emerged by country. Notably, Sri Lanka has a large proportion of people positive about overtime, Kazakhstan focuses on moderate overtime, and attitudes toward overtime are divided in Bangladesh.

It is important to understand the consumer profiles of each country by considering their housing arrangements, appliance usage, and work style differences, rather than viewing these three countries as a single emerging market.

Detailed results of this survey can be downloaded from the link below.

Report for this time: [URL]

Report for the second installment: [URL]

Report for the first installment: [URL]

[Contact Information for Inquiries]

MAIL: [email protected]

[Operating Company]

DataSpring Inc.

URL: https://www.d8aspring.com/jp-lp

FACT BOX

  • Source: PR TIMES
  • Category: 市場Survey