For those Cupid struck, and didn't, JWT sees a market

MUMBAI: Lovers around the world may be celebrating Cupid's annual visit today 14 February. However, a new study conducted by J. Walter Thompson uncovers that in the US and UK all is not as comfy and cozy between the sheets.



If time were no object, 44 per cent of American and British men would like to have more passionate sex.

Bad news, lads: It turns out that there's one thing that would make women's hearts go pitter-patter. Alas it's not spending more time in the bedroom with you. American and British women agreed (45 per cent and 47 per cent, respectively) that the one thing they would like most to do more, if they only had the time is ... read.

However, there is a glimmer of hope for sexually frustrated men. A sizeable minority of women in both countries (30 per cent Americans and 37 per cent Britons) would like to engage in passionate sex more often. Moreover, when combining the scores of men and women, the British put spending a day or weekend in the country at the top of their want-to-do list, while the Americans put it second.



JWT Worldwide CEO Bob Jeffrey says, "This JWT study is a part of our ongoing exploration into how people are spending their time. By better understanding how consumers are allocating their time, we can create ideas that are worthy of it. We are anthropologists first, and advertising people second."



The study surveyed a random and representative sample of 1,003 Americans and 1,005 Britons to get their perspective on time. Conducted online by Market Probe International during the second week of January, the research has a margin of error of less than 3.2 per cent.

The Intimates: The survey also found that people who are most interested in having passionate sex and cuddling with loved ones more routinely -- what JWT calls the "Intimates" -- are the very same ones who are already most engaged in those activities. These people are also more likely than others to term themselves 'Time Poor' and also 'Cash Poor.'

Jeffrey says, "The Intimates are of real interest to us as marketers because these are the men and women who have a real appetite for physical and emotional interaction and who have the greatest sense of being short-changed. This represents a real opportunity for companies able to relieve their frustrations and make these consumers feel they're getting more for their time and money."

Time Wallet: To find out how people would allocate extra time if it became available, JWT provided an imaginary Time Wallet containing $1,000 or 1000 pounds with each dollar or pound being equal to one minute's time. Once again, the Intimates stood apart from the rest of their national samples. In the US, the Intimates would devote $139 (i.e., 139 minutes) to having passionate sex the following week, significantly higher than the $83 the overall U.S. sample would spend on that activity.

The situation was similar in the UK, with Intimates earmarking a total of pounds 114 to the cause of passionate sex, compared with just pounds 70 allocated to that purpose, on average, by their national sample as a whole.

Latest Reads
Manyavar launches sequel to Viruskha ad

Manyavar released a new ad – “Naye Rishtey, Naye Vaade- Hamesha” - taking forward the story of Virat Kohli and Anushka Sharma in the ad.

MAM Media and Advertising Ad Campaigns
Entertainment Goes Online - A $5 Billion Opportunity in India

Over-the-top (OTT) content market in India is at an inflection point in India, as per the latest report by The Boston Consulting Group titled ‘Entertainment Goes Online’. 

MAM Marketing MAM
Future East Film enters the digital segment with new company FED (Future East Digital)

Future East announced its digital counterpart FED (Future East Digital) a creative digital studio, producing branded content, shareable stories and viral moving image work for Instagram, YouTube and the Internet at large. Future East Film

MAM Marketing MAM
Helios Media appoints Raj Shrivastav as chief revenue officer

Helios Media which completes 7 years of operations,has stepped up activities on its food focussed vertical Brand Chef.

MAM Media and Advertising People
Isobar India launches new tool to predict the viral potential of content, real-time!

Isobar India, the digital agency from Dentsu Aegis Network, has announced the launch of ‘viewCent’

MAM Marketing MAM
New Epsilon study reveals that only 2% of consumers choose marketing updates via. SMS as their top preference

Epsilon, a global leader in creating connections between people and brands, today released the commissioned study ‘Marketing In India Is Personal, Not Just Business’ conducted by Forrester Consulting.

MAM Marketing MAM
DHFL Pramerica Life Insurance announces the opening of Application Process for the 9th Annual ‘Pramerica Spirit of Community Awards’

The search for school students who have made a positive difference to society through volunteer community service is now open.

MAM Marketing MAM
Myntra’s Email Campaign Performance Increases by 60% withSmartech’s Proprietary AI-Powered Marketing Suite

Myntra, one of the most recognisable brands in the country’s digital fashion space, continues to benefit greatly fromNetcore’sAI-powered growth marketing platform

MAM Marketing Brands
Abhishek Kapadia joins iGKnights Digital Media Works as COO

Ad network and value-added-services firm iGKnights Digital Media Works has brought on board Abhishek Kapadia as the chief operating officer.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories