Survey for Lexington Company Lina Lindstrรถm and Jens Ammitzbรถll
2018-01-31 Project number: 1538881
About the survey
Implementation
TARGET AUDIENCE
Swedes aged 25-74
METHOD & SAMPLE
Quantitative survey online in TNS Sifo’s nationwide consumer panel. 1000 interviews of 5 minutes each.
FIELD PERIOD
Field period: February 1 to Februari 19, 2017
NB. The figures in this report are presented in percent where otherwise is not stated.
1 About sleep and sleeping habits
There’s no doubt that sleep is important and half of Swedes aged 25-74 believe that proper bedding makes a big difference. ”To what extent do you agree with the following statements about sleep and bedroom environment?” 1 -Strongly disagree
My sleep is important to me
5%
The correct bedding/sheets makes a big difference to me
7%
I usually feel rested after a night's sleep
5%
I make the bed every day The bedroom/bedroom environment means a lot to me compared to other rooms in my home I often have trouble sleeping
3
14%
26%
13%
32%
33% 14%
13% 25%
29%
20%
Base: All (1000)
23% 22%
30%
40%
15% 34%
38%
31%
10%
20% 35%
13%
13%
I often suffer from springtime fatigue
5 -Strongly agree
73%
23%
0%
4
21%
26% 6%
2
50%
15% 16%
20%
60%
70%
8%
12%
80%
90%
5%
100%
5
8 out of 10 Swedes aged 25-74 believe that sleep is most important for feeling good‌
“Which of following are the three most important factors for you to feel good?" Sleep
81%
Relationship to those closest to me
67%
Diet
46%
The situation at work/with my studies
37%
Exercise
30%
My financial situation
28%
Relationship with friends and acquaintances Other, what?
9% 2%
Base: All (1000)
6
Engelska
‌ it is therefore perhaps surprising that sleep is prioritized the least. "Which three of the following things do you prioritize most?"
Relationship with friends or family
46%
Work/school
36%
Exercise
30%
Home entertainment (Movies, TV, series etc.)
28%
Social media
Sleep
10%
2%
Sleep
Social media
Home entertainment (Movies, TV, series etc.)
Exercise
Work/school
Relationship with friends or family
Base: All (1000)
7
Which is evident from their sleep habits — Many sleep about 2 hours less than they would like.
How many hours do you usually sleep when you have the opportunity to sleep for as long as you want?
How many hours do you usually sleep before a working day?
44%
31%
30%
17%
34%
16% 12% 7% 1%
1% Less than 4 4-6 hours hours
4%
6-7 hours
7-8 hours
8-9 hours More than 9 hours
3%
0% Less than 4-6 hours 6-7 hours 7-8 hours 8-9 hours 4 hours
Base: All (1000)
9-10 hours
More than 10 hours
8
2 About the bed and bedroom
94% of Swedes aged 25-74 state that the bed is most important for the bedroom. The next most important thing is the condition in the room (cool, quiet and dark), but the bedding is also considered important.
"Of the following, which four do you think are most important to the bedroom environment?"
The bed
94%
That it's cool
77%
That it is quiet
72%
That it is dark
68%
The bedding and/or sheets
64%
The pajamas and/or nightgown
That it is hot
11% 7%
Base: All (1000)
10
That pajamas or nightgowns are not considered particularly important may be explained by the fact that most people sleep in underwear, or nothing at all...
"How do you usually sleep?"
In underwear
35%
In the nude
26%
In pajamas and/or nightgown
24%
In a T-shirt and underwear
Other, what?
13%
2%
Base: All (1000)
11
The bed is not just for sleep — it is also a place where they surf the web, listen to podcasts or socialize with a partner.
"What do you usually do in bed when you're not sleeping or trying to sleep?"
Other, what?
35%
Web surfing
28%
Listen to podcasts,books,radio,music and/or documentaries
23%
Talk to my partner
20%
Watch movies,TV and/or series on your cell…
18%
Watch TV on a TV in the bedroom
15%
Talk on the phone,skype or similar
5%
Online shopping
2%
Eat
2%
Work
2%
Did you know? 24% of Swedes aged 25-39 spend an hour or more in bed in addition to the time spent sleeping or trying to sleep *
Base: All (1000) *Result from the question "How many hours do you spend in bed on your day off when you’re not sleeping or trying to sleep?“ Base: All (1000)
12
Shops and newspapers are common inspiration sources for the bedroom.
"What do you get your bedroom inspiration from?"
Stores
23%
Magazines
18%
Other, what?
13%
Social media (Instagram, Snapchat et al.)
12%
Catalogs
11%
Friends Blogs Experts
7% 3% 1%
Base: All (1000)
13
3 Consumer buying behavior — Bedding
Q2. How often do you usually buy new bedding/sheets?"
▪
Every third Swede aged 25-74 buys new sheets every year. 11% are considered to be so-called high frequency buyers. They buy sheets several times a year.
11%
32%
Several times a year
Once a year
20%
Every two years
12%
Every three years
19%
More rarely
Q17. "What is most important to you when choosing sheets?"
▪ 73% of Swedes aged 25-74 know that different materials of sheets have different properties. It is also the material that’s most important when shopping for sheets.
Material
61%
Design/Appearance
15%
Price Brand
13% 0% Q17. "What is most important to you when choosing sheets?" (aged 25-39)
▪ However, the priorities differ for the younger segment. For them, price and design are much more important when shopping for sheets.
Material
49%
Design/Appearance
21%
Price Brand
17% 1%
Base: All (1000), aged 25-39 (303)
15
4 Appendix
About the selection Living situation
Annual income Lives with partner without children/adult children at home
22%
40%
More than 900000 SEK/year
11
800.001 - 900.000 SEK/year
8
Lives with partner and children/adult children at home
700.001 - 800.000 SEK/year
11
601.000 - 700.000 SEK/year
11
Lives alone
500.001 - 600.000 SEK/year
9
400.001 - 500.000 SEK/year
34%
Lives with parents Other
Workout sessions per week
10
350.001 - 400.000 SEK/year
9
250.001 - 350.000 SEK/year
12
150.001 - 250.000 SEK/year
4
90.001 - 150.000 SEK/year
4
Less than 90.000 SEK/year
1
Nothing 15%
Education 28%
Once
16% 22%
15%
Twice
College, university and/or even higher education
45%
Up to 2 years of college or university
14%
3-year high school
Three times
26%
2-year high school Elementary school
Base: All (1002)
10% 4%
17