SKM Graciousness Index Study 2013 by Singapore Kindness Movement

Graciousness Index Study 2013 A research report for Singapore Kindness Movement (SKM)

RESEARCH OVERVIEW Graciousness Index Survey into its 5th year Concepts & Behavioural Statements Understood by the Average Singapore Resident Behavioural theory & Survey Instrument Validated with Academic Consultant

Scientifically Grounded Snapshot of Singaporeâ&#x20AC;&#x2122;s Graciousness Level

To Track Measurable Outward Changes in Behaviours to Help SKM Achieve its Vision & Mission No CHANGE to Index Methodology to ensure full comparability

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Fieldwork conducted Jan-Feb; similar to past years

Additional NonIndex questions to better understand kindness spheres

RESEARCH METHODOLOGY Segment

SubSegments

2013 Sample Size

2012 Sample Size

Singapore Citizens*

n/a

859

860

Singapore PR*

n/a

141

140

100

Long Term Pass Holders

Total Sample Size

103

100

1,201

1,200

Method

Notes

NO CHANGE: Online Survey in English, Malay, Tamil and Mandarin

n=217 (2013) / n=220 (2012) surveys allocated to those >55yo in face to face interviews

NO CHANGE: Household & Intercept Face to Face Surveys in English, Malay, Tamil & Mandarin

Random selection

NO CHANGE

* Quota based on demographic statistics from the Department of Statistics, using Singapore Census of Population 2010

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RESEARCH COVERAGE Graciousness Index Components

Graciousness Pillars Consideration norms

Experience:

• To not interrupt when others are talking • Respect for other religion and races • Respecting others’ privacy • To not speak ill of others • Apologize when in the wrong

• Have you received, witnessed or performed Graciousness?

Perception: • • • •

Overarching: Graciousness Courtesy Consideration Appreciation/Gratitude

Overall Evaluation: • Has Singapore improved?

Courtesy norms • • • • • • • • • • •

Give up seat Give way on the road Turn on indicator Allow others to alight Greet with a smile Open doors Allow use of lift Say please Say excuse me Volume control Make space for passengers • Offer help proactively

Appreciation/ Gratitude norms • Repay or return favors in kind • Thank those who have helped you

Various Community Attitudes Post SKM Campaign Evaluation

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“thoughtful behaviors in social interactions”

“polite behaviors in public space”

“appreciation for others”

EXECUTIVE SUMMARY

KEY INDEX FINDINGS Graciousness Index Has Dropped from 61 last year to 53 this year

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•

All “experience” metrics declined significantly this year

•

Overall perceived graciousness rating dropped 0.4 points to 5.8 this year

•

22% rated Singapore as having improved on its overall graciousness levels, a drop of 5% points

•

Bar few exceptions, most pillar and related behaviours ratings remained generally stable

•

Behaviours specific, we saw improvements in: • commuters giving up seats to those in need • commuters making space to accommodate incoming passengers on board public transport • those appreciating and returning favours

GRACIOUSNESS INDEX

DECLINE IN EXPERIENCE RATINGS CONTRIBUTED MOST TO THE DIP IN INDEX 2013 Index vs. 2012 Index

2012 Index

2013 Index

Experience:

Received graciousness? (65%) Done graciousness? (83%) Witnessed graciousness? (73%)

Received graciousness? (41%) Done graciousness? (62%) Witnessed graciousness? (53%)

2012 Index

2013 Index

Perception:

60%

59%

Graciousness (6.2) Courtesy (5.7) Consideration (5.8) Gratitude (6.1)

Graciousness (5.8) Courtesy (6.0) Consideration (5.9) Gratitude (5.8)

Overall Evaluation:

SG graciousness improved? (27%)

SG graciousness improved? (22%)

74% 30% drop

2% drop

2012 Index

2013 Index

27%

22% 19% drop

2012 Index

2013 Index

61%

= 61

= 53

Index is a composite scores; comprised of 8 metrics; ratings multiplied by 10 to make them consistent to the rest Total sample; Unweighted; base n = 1201; SG + PR + WP + EP 8 | Slide

52%

13% drop

2012 Index

53%

2013 Index

EXPERIENCE: RECIPIENTS OF A RANDOM GRACIOUS ACT RECIPIENT OF A RANDOM GRACIOUS ACT Proportion of “Yes”

100% 80% 60%

65% 54% 41%

40% 20% 0%

2011 Received 2012 Received 2013 Received A8a. Have you been a recipient of a random act of graciousness in the last 6 months? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • After showing improvement in 2012, the proportion of those who claimed that they are recipients of a random gracious act has dropped 24 %-points to 41%.

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EXPERIENCE: DID A RANDOM GRACIOUS ACT DID A RANDOM GRACIOUS ACT Proportion of “Yes”

100% 80%

78%

83%

62% 60%

40% 20% 0% 2011 Done

2012 Done

2013 Done

A8b. Have you done a random act of graciousness in the last 6 months? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Having been stable over the last two years, those who claimed that they have done a random gracious act has dipped 21 %-points this year; recording 62% in 2013.

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EXPERIENCE: WITNESS OF A RANDOM GRACIOUS ACT WITNESSED A RANDOM GRACIOUS ACT Proportion of “Yes”

100% 73%

80%

53%

60% 40%

20%

0% 2011 Witnessed

2012 Witnessed

2013 Witnessed

A8c. Have you witnessed a random act of graciousness in the last 6 months? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Only 1 in 2 has witnessed a random gracious act this year; a significant drop from 7 in 10 in 2012.

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PERCEPTIONS: OVERALL GRACIOUSNESS IN SINGAPORE OVERALL GRACIOUSNESS RATINGS

Proportion of “Yes”

8.0 7.0 6.3

6.2 5.8

6.0 5.0 2011 Average

2012 Average

2013 Average

A5. Using a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent, in terms of showing graciousness, how would you rate Singapore overall? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Overall graciousness, having remained stable over 2011 and 2012 Index surveys, has dropped 0.4 points to an average rating of 5.8 in the 2013 Index survey.

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PERCEPTIONS: OVERALL COURTESY IN SINGAPORE OVERALL COURTESY RATINGS

Proportion of “Yes”

8.0 7.0 6.3 6.0

6.0

5.7

5.0 2011 Average

2012 Average

2013 Average

A7b. Using a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent, in terms of being courteous, how would you rate Singapore overall? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Having been the lowest-rated pillar in 2012, the courtesy pillar has improved by 0.3 points this year and became the best performing pillar this year.

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PERCEPTIONS: OVERALL CONSIDERATION IN SINGAPORE OVERALL CONSIDERATION RATINGS

Proportion of “Yes”

8.0 7.0

6.5

6.0

5.8

5.9

2012 Average

2013 Average

5.0 2011 Average

A7b. Using a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent, in terms of showing consideration for others, how would you rate Singapore overall? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Overall consideration ratings have remained stable this year albeit with some signs of improvement.

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PERCEPTIONS: OVERALL GRATITUDE IN SINGAPORE OVERALL GRATITUDE RATINGS

Proportion of “Yes”

8 7 6.1 5.8

6 NA 5 2011 Average

2012 Average

2013 Average

A7b. Using a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent, in terms of showing gratitude, how would you rate Singapore overall? Total sample; Unweighted; base n = 1200 (2011), 1200 (2012), 1201 (2013)

Key Findings • Overall gratitude has taken a significant dip this year, dropping 0.3 points to 5.8 (on a rating scale of 0-10).

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EVALUATION: OVERALL IMPROVEMENT IN SINGAPORE OVERALL IMPROVEMENT RATINGS

Proportion of “Yes”

50% 40%

31% 30%

27% 22%

20% 10% 0% 2011 Improved 2012 Improved 2013 Improved

A12. Overall, how would you rate the level of graciousness over the last 12 months in Singapore using a scale of 0 to 10 where 0 is Declined a lot, 5 is No Change, and 10 is Improved a lot? Total sample; Unweighted; base n = 1200 (2011), 1200,(2012), 1201 (2013)

Key Findings • Overall improvement ratings have been on a downward slope since the 2011 Index survey. Only 22% of those surveyed thought that Singapore has improved overall in terms of graciousness in the country.

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PILLAR BEHAVIOURS METRICS (Non Index)

DESPITE SOME IMPROVEMENTS, TRANSPORT BEHAVIOURS CAN STILL BE BETTER 0: Very Poor.............................…………………….10: Excellent Row % Give up public transport seat to those who need it more Give way on the road Turn on indicator signal in advance on the road Allow others to alight/board public transport first

COURTESY

0-2

3-4

Very Poor

Poor

8% 13%

11%

6-7

8-10

Average

Good

Excellent

16%

23%

5.6

5.3

5.8

5.4

18%

36%

15%

17%

37%

11%

17%

16%

38%

18%

5.5

5.2

40%

20%

5.8

5.6

6.1

5.8

11%

21%

Open doors including lift doors for others

21%

Allow those who have a greater need to use the lift to go first

Say please

Say excuse me

15% 12% 8%

18% 21% 18%

Volume control (being conscious of own noise to not affect others)

10%

12%

23%

Make space for incoming passengers when taking public transport

12%

13%

21%

14%

25%

A10a/b. Based on our discussions with the community, we have collated a list of behaviours that many Singaporeans think are important to building a more gracious society. Using a scale of 0 to 10, where 0 is Very Poor and 10 is Excellent, how would you rate Singapore on the following behaviours? Total sample; Unweighted; base n = 1200 (2011), 1200,(2012), 1201 (2013) 18 | Slide Commercial-in-Confidence | All rights reserved

35%

19%

6.0

14%

Greet people with a smile

Offering help without being asked

42%

2013 2012 Average Average

22%

28%

36%

22%

5.8

5.6

38%

23%

5.9

5.7

23%

6.1

6.0

20%

5.7

5.4

20%

5.6

5.1

5.6

5.3

44% 36% 34% 35%

18%

OTHER BEHAVIOURS STABLE WITH SOME SHOWING IMPROVEMENTS 0: Very Poor.............................…………………….10: Excellent 0-2 Row % To not interrupt when others talk

Very Poor 4%

Respect for other religions and races 3%

CONSIDERATION

Respecting others' privacy

Being punctual

To not speak ill of others

3-4

Poor 11% 7% 10% 13% 16%

Apologize when in the wrong

Repay or return favours in kind

Thank those who have helped you 3%

Donating money to the needy 4%

12%

5 Average 21% 16% 19% 20% 21% 22% 26%

8-10

6-7 Good

Excellent 45%

18%

5.9

5.8

29%

6.5

28%

6.2

6.0

20%

5.9

5.7

20%

5.6

5.2

40%

20%

5.9

5.6

42%

20%

6.0

5.6

6.4

6.3

6.2

5.8

5.5

45% 38% 42% 34%

GRATITUDE

KINDNESS

Volunteering time in charity services

15%

16% 21% 26%

A10a/b. Based on our discussions with the community, we have collated a list of behaviours that many Singaporeans think are important to building a more gracious society. Using a scale of 0 to 10, where 0 is Very Poor and 10 is Excellent, how would you rate Singapore on the following behaviours? Total sample; Unweighted; base n = 1200 (2011), 1200,(2012), 1201 (2013) 19 | Slide Commercial-in-Confidence | All rights reserved

2013 2012 Average Average

47% 45% 38%

26% 22% 16%

COMMUNITY ATTITUDES (Non Index)

THERE IS RECOGNITION THAT MORE CAN BE DONE TO IMPROVE KINDNESS 0: Strongly Disagree....…….....................…..10: Strongly Agree Majority in Singapore are kind

6.4

Many do kindness for the sake of it and not truly sincere

5.3

SG is not a place where one can be kind

4.8

Donation is the best form of kindness

5.5

Fostering neighbourliness would help improve kindness

7.0

Not possible to improve kindness

5.0

Not enough is done to improve kindness

5.9

Imposing fines is the best way to improve kindness

4.0 2

A6c. The following describes some attitudes the community may have towards kindness in Singapore. Using a scale of 0 to 10, where 0 is Strongly Disagree and 10 is Strongly Agree, how much do you agree or disagree on the following statements? Total sample; Unweighted; base n = 1200 (2011), 1200,(2012), 1201 (2013) 21 | Slide Commercial-in-Confidence | All rights reserved

SOME CONCERN ON ATTITUDES TOWARDS AND BEHAVIOUR IN SOCIAL MEDIA 0: Strongly Disagree....…….....................…..10: Strongly Agree Information from online more credible

5.4

Polarization about online media credibility

Internet allows people to talk about things they normally wouldn't

6.7

Next 2 readings show willingness to express more.. Regardless of content, Internet gives one the freedom to express them

5.7

Gracious behaviors are not applicable in a digital world (Internet)

4.4 2

A8d. The following describes some attitudes the community may have towards the Internet. Using a scale of 0 to 10, where 0 is Strongly Disagree and 10 is Strongly Agree, how much do you agree or disagree on the following statements? Total sample; Unweighted; base n = 1200 (2011), 1200,(2012), 1201 (2013) 22 | Slide Commercial-in-Confidence | All rights reserved

.. but not enough recognition of the need to be gracious online. 8