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22 November 2006
Hong Kong
Living in the first decade of the 21st century, the goalposts have moved where consumer perspective on what constitutes a ‘young adult’, ‘old’ or ‘middle-aged’ and the lifestyle have changed. According to the latest ACNielsen study, the world’s Internet consumers are happy to turn back the hands of time, with over half agreeing that their 40s are the new 30s, 30s the new 20s, and 60s the new middle age. To fight against ageing, one in five consumers would consider a cosmetic surgery when getting old although people in Hong Kong are the world’s most resistant to it.
In the largest Internet survey of its kind conducted in 41 markets globally, ACNielsen asked consumers about their attitudes towards age and cosmetic surgery as they get older.
In general, over half of those surveyed embrace to the idea of ‘turning back the clock’. In Hong Kong it is more common for women to think 10 years younger than their actual age. Judging by the findings, it seems people do not consider ageing an issue until approaching the 40s and hence more people (61%) are willing to think that 40s are the new 30s.
Despite always in the forefront among the world economies, Hong Kong people seem to be unusually skeptical about living attitude in the 60s, with 64 percent disagree that 60s could be the new middle age. This has put Hong Kong in the same group as other developing markets like Russia, Indonesia, Malaysia and the Philipines etc.
Across the board, we saw most nodding heads in Asia Pacific (62%) for 40s are the new 30s, followed by 58 percent who agreed that 30s are the new 20s’ and 60s are the new middle age respectively!
“We are living longer than previous generations, significantly increasing the number of years we are old relative to the years we are young. Or it may just be that we are - at least in our minds - staying young for longer,” said Ms Fanny Chan, Managing Director, ACNielsen Hong Kong. “The think-young attitude is a pre-requisit for everyone in order to stay young before adopting any anti-ageing methods like taking health supplements, special diet or starting any skin care treatment.”
The rush to ‘turn back the clock’ is most keenly felt by consumers across Europe and Asia Pacific. Developed markets like Japan and Korea lead the region with most people tend to think 10 years younger while people in Indonesia appear to be least receptive. (Chart 1, 2, 3).
“Apparently stereotypes are being broken, behavior appropriate to each of these phases in our lives has changed accordingly requiring marketers to find new ways to communicate, and connect with, their target consumers.”
And while people these days are happy to turn back the clock in terms of their attitude to their age, are they as likely to ‘enhance their appearance’ to look younger? Despite a majority of respondents who would not consider cosmetic surgery when they’re older, one in five were open to the idea. Globally it tends to be teenagers or 20 somethings who are most receptive to cosmetic surgery.
Among the top 10 markets most likely to consider cosmetic surgery, Russia ranked number one, with just under half saying they would, followed by Greeks and people in the Baltics. Korea (28%) was the only non-European market making the top 10 list. (Chart 4). At the other end of the scale, 94 percent of people in Hong Kong would not consider surgery (Table 5), followed by Indonesians (92%), Malaysians and Japanese (91%). (Chart 6)
About the Study
The ACNielsen Online Consumer Confidence and Opinion Survey is the largest half-yearly survey of its kind aiming at gauging current confidence levels, spending habits/intentions and current major concerns of consumers across the globe. The ACNielsen Consumer Confidence Index is developed based on consumer’s confidence in the job market, status of their personal finance and their readiness to spend. The latest survey, conducted in late May/early June, polled about 22,780 internet users in 41 markets from Europe, Asia Pacific, North America to the Baltics.
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 markets, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
Chart 1
Chart 2
Chart 3
Chart 4
Table 5
Perception about Ageing and Cosmetic Surgery among men and women in Hong Kong
| % Agree |
Male |
Female |
Total HK |
| Your 30s are the new 20s |
49% |
50% |
50% |
| Your 40s are the new 30s |
62% |
60% |
61% |
| 60s are the new middle age |
42% |
31% |
36% |
| I would consider a cosmetic surgery when I am older |
5% |
6% |
6% |
Chart 6
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