Sleepless in America: 34% in Bed after Midnight, 29% up by 6 AM; ACNielsen Survey Finds Late Bedtime Hours Are Common Around the World.SCHAUMBURG Schaum·burg A village of northeast Illinois, a suburb of Chicago. Population: 74,900. , Ill. -- With work and family schedules squeezing sleep time, America America [for Amerigo Vespucci], the lands of the Western Hemisphere—North America, Central (or Middle) America, and South America. The world map published in 1507 by Martin Waldseemüller is the first known cartographic use of the name. is becoming a nation of both night owls and early birds. More than one-third (34%) of U.S. adults go to bed after midnight during the week, while nearly the same number (29%) are out of bed by 6 a.m., according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a new study of sleep habits from ACNielsen ACNielsen is a global marketing research firm, based in Schaumburg, Illinois. This company was founded in 1923 in Chicago, Illinois, by Arthur C. Nielsen, Sr., in order to give marketers reliable and objective information on the impact of marketing and sales programs. , the world's leading provider of consumer and marketplace information. Looking at the time people go to bed, ACNielsen's multinational study found that the U.S. certainly isn't is·n't Contraction of is not. isn't is not isn't be the only night-owl nation. In fact, when comparing the percentage of adults who go to bed after midnight, the U.S. ranked 11th out of the 28 markets studied across three major geographic regions. An average of 37% of adults the world over aren't aren't Contraction of are not. See Usage Note at ain't. aren't are not aren't be usually tucked into bed until after midnight. By region, 40% of adults in Asia Pacific burn the midnight oil compared with 32% of Europeans. Of the top five globally ranked night-owl markets, three are Asian; the other two are Mediterranean countries.
Top Night-Owl Nations - In Bed After Midnight
Rank Country Between After Total after
12 - 1 a.m. 1 a.m. 12 a.m.
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1 Portugal 47% 28% 75%
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2 Taiwan 34% 35% 69%
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3 Korea 43% 25% 68%
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4 Hong Kong 35% 31% 66%
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5 Spain 45% 20% 65%
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11 United States 17% 17% 34%
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"The Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the , laptop computers A portable computer that has a flat LCD screen and usually weighs less than eight pounds. Often called just a "laptop," it uses batteries for mobile use and AC power for charging the batteries and desktop use. Today's high-end laptops provide all the capabilities of most desktop computers. , PDAs, cell phones, and ever-rising expectations about what one can get done in a day have created a 24/7 global culture," said ACNielsen Chief Marketing Officer Tom Markert. "The implications for the consumer packaged goods Noun 1. packaged goods - groceries that are packaged for sale foodstuff, grocery - (usually plural) consumer goods sold by a grocer plural, plural form - the form of a word that is used to denote more than one industry are far-reaching far-reach·ing adj. Having a wide range, influence, or effect: the far-reaching implications of a major new epidemic. . There are certainly additional opportunities for manufacturers of eat-on-the-go foods and products positioned as late-night late-night also late night adj. 1. Occurring late at night: a late-night television show. 2. Open late at night: a late-night diner. snacks. However, with recent research linking the lack of sleep with a host of health problems, there also may be opportunities for companies to 'sell' consumers on the idea of slowing down." Not surprisingly, bedtimes differ quite a bit by age. In the U.S., young people tend to stay up the latest, with 55% of those aged 18-20 staying up past midnight; the earliest-to-bed are older people, with 25% of those 60 and older in bed by 10 p.m.
What time do you normally go to bed during the week? U.S. Respondents
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Total Age Age Age Age Age Age
18-20 21-29 30-39 40-49 50-59 60+
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Before 8 p.m. 1% 5% 1% 0% 0% 1% 0%
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8-9 p.m. 2% 0% 2% 3% 2% 0% 7%
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9-10 p.m. 11% 0% 6% 13% 8% 15% 18%
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10-11 p.m. 27% 15% 22% 37% 27% 22% 18%
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11 p.m.-12 a.m. 26% 25% 28% 18% 30% 33% 21%
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12-1 a.m. 17% 20% 19% 17% 15% 19% 11%
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After 1 a.m. 17% 35% 22% 13% 19% 10% 25%
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Judging from the markets for over-the-counter sleep-related remedies, it appears that perhaps more people would like to get more sleep, with sleeping aids outselling anti-sleep products in the U.S. by more than two-to-one Two´-to-one´ a. 1. (Mach.) Designating, or pert. to, a gear for reducing or increasing a velocity ratio two to one. .
Volume (capsules, % Change Vs.
tablets, etc.) Year Ago
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Sleeping Aids 599,281,701 +0.8%
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Anti-Sleep Products 237,326,508 +1.7%
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Source: ACNielsen Strategic Planner, 52 weeks ending 12/28/04,
food/drug/mass merchandise (excluding Wal-Mart) stores combines
The National Institutes of Health estimates that some 70 million Americans suffer from some form of sleep disorder Sleep disorder Any condition that interferes with sleep. At least 84 have been identified, according to the American Sleep Disorders Association. Mentioned in: Insomnia, Night Terrors . Yet only six percent of U.S. households buy over-the-counter sleeping aids according to ACNielsen Homescan(R) consumer panel data. "Clearly, there is some upside potential Upside potential The amount by which analysts or investors expect the price of a security may increase. upside potential The potential price or gain that may be expected in a security or in a security average, generally stated as the dollar for sleeping aid manufacturers and the retailers that sell such products," said ACNielsen's Markert. "People understand a lot about the downside Downside The dollar amount by which the market or a stock has the potential to fall. Notes: You might hear someone say that the downside on stock XYZ is $10. What that means is that the stock could fall by this amount if things got bad. to sleepiness sleepiness Drowsiness, somnolence Sleep disorders Difficulty in maintaining the wakeful state so that the person falls asleep if not actively kept aroused; sleepiness is not simply physical tiredness or listlessness. See Excessive daytime sleepiness. - that it makes it more difficult to concentrate and makes driving more dangerous. However, with links now being discovered between sleep deprivation sleep deprivation Sleep disorders A prolonged period without the usual amount of sleep. See Driver fatigue, Poor sleeping hygiene, Sleep disorders, Sleep-onset insomnia. and both diabetes and obesity obesity, condition resulting from excessive storage of fat in the body. Obesity has been defined as a weight more than 20% above what is considered normal according to standard age, height, and weight tables, or by a complex formula known as the body mass index. , more and more people who find it hard to get adequate sleep will likely turn to over-the-counter or prescription remedies." As for what time people start their day, 29% of American adults are out of bed by 6 a.m., compared to 25% of those in Asia Pacific and 15% of Europeans. Leading the market-by-market rankings globally are the Indonesians, with 72% out of bed by 6 a.m., followed by 55% of Vietnamese.
Top Early Birds - Up Before 6 a.m.
Between Before Total
Rank Country 5-6 a.m. 5 a.m. Before
6 a.m.
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1 Indonesia 50% 22% 72%
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2 Vietnam 44% 11% 55%
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3 Philippines 29% 12% 41%
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4 Germany 22% 7% 29%
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4 United States 23% 6% 29%
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In the U.S., the earliest risers are people in their prime earning years; one-third or more of those aged 30-59 are out of bed by 6 a.m.
What time do you normally get up during the week? U.S. Respondents
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Total Age Age Age Age Age Age
18-20 21-29 30-39 40-49 50-59 60+
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Before 5 a.m. 6% 0% 2% 8% 7% 9% 4%
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5-6 a.m. 23% 5% 13% 25% 27% 26% 21%
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6-7 a.m. 31% 15% 21% 40% 35% 27% 32%
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7-8 a.m. 18% 20% 29% 14% 14% 20% 11%
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8-9 a.m. 9% 20% 10% 4% 8% 13% 14%
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After 9 a.m. 13% 40% 24% 10% 9% 6% 18%
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Despite having a high percentage of early-risers, the U.S. is also a nation of sleepy-heads. Thirteen percent of U.S. adults don't get out of bed until after 9 a.m., ranking the U.S. second only to Taiwan as a nation of late risers among the 28 markets studied by ACNielsen (Hong Kong Hong Kong (hŏng kŏng), Mandarin Xianggang, special administrative region of China, formerly a British crown colony (2005 est. pop. 6,899,000), land area 422 sq mi (1,092 sq km), adjacent to Guangdong prov. and Spain, each also at 13%, were tied for second place with the U.S.). The night-owl Taiwanese, by far, are the last out of bed in the morning, with 26% not getting up until after 9 a.m. By region, 8% of adults in Asia Pacific and 7% of adults in Europe rose after 9 a.m. The youngest American adults are most likely to sleep in; 40% of those aged 18-20 do not get up until after 9 a.m. In terms of total sleep hours, the U.S. is in the top 10 when it comes to getting little sleep, with 19% getting six hours or less during the week. The Japanese top the list, with 41% getting six hours or less. On the other hand, the U.S. also makes the top ten when it comes to sleeping in, with 18% getting nine hours or more during the week. Australians top that list with 31% getting nine hours or more. Neighboring neigh·bor n. 1. One who lives near or next to another. 2. A person, place, or thing adjacent to or located near another. 3. A fellow human. 4. Used as a form of familiar address. v. New Zealanders This is a list of well-known people associated with New Zealand. Art A
Globally, both "Work Hours" and "Habit" were selected by nearly half of all respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. as major factors dictating their sleep schedule. By region, 54% of Europeans claimed "Work Hours" more than "Habit" (41%) determined their sleep schedule, particularly among younger respondents. Both Americans and Asians rated "Habit" as the biggest driver of sleep hours. It's worth noting that one-third of Americans were influenced by their "Family/Children" in their sleep schedule - double that of Europeans (17%) and Asians (16%). The ACNielsen Survey was conducted in October 2004 over the Internet in 28 markets across Asia Pacific, Europe and the U.S., with more than 14,000 adults participating. In Vietnam, the survey was conducted face-to-face. About ACNielsen ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . To learn more, visit www.acnielsen.com. Note to Editors: Look for this press release and other ACNielsen news on the Internet at http://acnielsen.com/news. |
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