Survey reveals what people around the world think of money

Synovate surveyed around 12,500 people across Argentina, Australia, Brazil, Bulgaria, Canada, Germany, India, Indonesia, Italy, Malaysia, Netherlands, Russia, South Africa, Saudi Arabia, United Kingdom and the United States of America about their definitions of financial success, where they see themselves in terms of what they have and their attitudes towards money and what actions they take to get more of it.

Money talks. But what language does it speak?

When asked to rank a series of definitions of financial success, markets such as India, Bulgaria, Saudi Arabia, South Africa and Indonesia and, more surprisingly, developed markets Germany and Italy were most focused on providing the very basics of food and shelter for their families.

Managing Director of Synovate Germany, Harald Hasselmann said that in the case of Germany it is linked to their values.

'Average Germans rate issues like responsibility, financial independence and career aspirations high on their radar system. So while at first it looks surprising that people in a such a developed economy seem to rate the basics as their top priority, it actually makes total sense that they are sharply focused on providing for the family.'

Claire Braverman, Synovate's Senior Vice President of Financial Services in the US, said the results remind us of the reality that there are a lot of consumers out there in all markets who are struggling.

'For many people, it's still a daily grind to get food on the table and a roof over their head. We can also see that there's not a major focus on the long-term in many markets.
'There were only two markets where a fully-funded self retirement rated a top three mention as a measure of financial success and they included Russia where it was number one and the UK where it was number three.

'Financial services organisations have the continuing challenge to get long-term thinking on the table in homes around the world. Clearly, attitudes to money are just as dependent on culture as they are on what people actually have. Money may be universal, but how people feel about it is most certainly not,' she said.

Developing a dislike for debt

The number one definition of financial success in developed markets is 'I have no debt'. This was especially the case in the US and the UK, but also very evident in Australia, Netherlands and Canada.

Braverman said the definition of success in these markets is less about what people can afford and more about how they pay for it.

'Debt is public enemy number one in the US at the moment. The sub-prime crisis has brought debt into sharp focus and people would clearly feel much more financially successful if they were rid of it.

'The US situation has flow on effects for the rest of the world too, as most economies are intrinsically linked to the US market.

'There is another reason for this focus on debt in developed markets versus emerging ones though. It is partly an attitude towards money, not wanting to take on debt in the first place. Equally though, it is about access to debt. Despite the current environment, debt is a relatively easy thing to sign up for in developed markets. In many emerging markets, for many consumers, it's not even an option,' she said.

Does money make the world go 'round?

Consumers in emerging markets are far more likely to attribute financial success to good luck rather than good management, and are also more likely to think about money and how to get it. In Saudi Arabia only 36 % of the respondents agreed on the statement that financial success is more due to good luck than good management.

A series of agree/disagree questions explored how people feel about money and its relative importance in their lives.

More than two thirds of Indonesians (83%) agree with the statement 'I think about money - and how to get more of it - regularly', followed by 76% in both India and Malaysia and 72% in Saudi Arabia.

Executive Director for Consumer Insights for Synovate in Asia, Mike Sherman, attributes this more to need than culture.

'There is a bit of 'you want what you don't have' in this result but it's far more of a need issue. It's not the same as obsessing over something you don't really need like a gadget. Money is life and death and, despite ever-growing affluence, many people in these markets are still engaged in a daily struggle to get it,' he said.

'What is possibly more to do with culture is the 72% of Indians who agreed that financial success is due to good luck not good management, miles ahead of the next highest agreement level of 44% in Bulgaria and Malaysia. In India, luck and fortune play a great role in people's lives in general.

'On the other hand, only 12% of respondents in Australia, 14% in Canada and 16% in the US agreed that these cultures are heavily geared around reward linked to hard work,' he said.

Money equals problems in the minds of 57% of emerging markets respondents. Their developed markets counterparts did not agree as only 31% of them saw a link between more money and greater problems in life.

More then two thirds of the Saudi respondents (84%) believe that success is about having what you need not necessarily having everything you want. Although 70% of these respondents think that they would be happier if they had more money 56% also believes that the more money one has, the more problems one has!

Half of the Saudi's believe that the time it takes to become financially successful is not worth the time it takes away from other, more important things.

Taking charge... and Lady Luck

To improve their chances of being financially successful, most respondents work hard, set goals and make a plan, but there is a dash of blind optimism in the world's developed markets!

The most popular choice (47%) for people trying to improve or maintain their financial position was to just get on with the job and work hard, closely followed by having a budget or plan (43%).

Sherman points out that although these respondents say they have a plan, many of those financial intentions would be in people's heads.

'It's a challenge for financial services providers to get people to think long-term. Most of the planning that's done is not on paper - and not done with a professional. Eighty-five percent of all respondents do not use an accountant or a financial planner,' he said.

Twenty-eight percent of all respondents in developed markets regularly buy lottery tickets or enter raffles and competitions in an effort to boost their financial status.

'This is hardly the most reliable of techniques, but a big win would certainly be life-changing!' Sherman said.

Only 10% of respondents in emerging markets followed suit, but perhaps this is attributable to less expendable income and fewer lotteries.

Overall, the actions people take in developing and emerging markets are very similar. The main differences, other than the lottery, were that consumers in developed markets were more likely to use a financial planner or adviser, but this was still only one in every five.