EL SEGUNDO, Calif.–(BUSINESS WIRE) — Colorful leaves, frantic Halloween costume searches, and Daylight Savings Time– all signs that Autumn is officially here. As the U.S. preps to turn clocks back on November 2, a new survey from ZICO® Premium Coconut Water™ found Americans place an increasingly high value on free time, particularly during the seasonal change to sweater weather. The nationally-representative Crack Life Open™ survey found that 67% of Americans say they’re least productive during Fall/Winter and time is a commodity they’re willing to pay for –more than half of Americans (58%) said they’d fork over a whopping $2,725 on average for an extra hour in the day.
Once the “extra hour” sticker shock settles, consider this—our hyper-connected society makes it hard to find “me time,” which is priceless when it comes to striking a happy work/life balance. In fact, ZICO found 74% of Americans say they don’t feel completely balanced and actively seek ways to counteract jam-packed schedules.
To help combat this growing sense of imbalance, ZICO, through its Crack Life Open national campaign with Jessica Alba, is launching #ZICOHour in prep for Daylight Savings on November 2. Our goal is to remind people to take little steps to live healthier and happier–whether that’s curling up with a book, tackling a new recipe with potassium-packed ZICO Coconut Water or even just calling an old friend, we want people to spend the extra hour gained on activities they enjoy – errands can wait.
So how do Americans want to spend their free time? Additional findings from the ZICO Crack Life Open ™ Survey include:
- Live Tweeting is Not for All: The majority of Americans surveyed (91%) would spend their extra hour unplugged from technology. Thirty-two percent opt for reading a book, followed by working out (28%) and cooking (18%)
- We’re all a Little Selfish – even Parents: More than half (55%) of American parents would “gift” themselves an hour instead of giving it away
- Most Americans Want to Spend “Secret Hour” with Significant Others: If given a “secret hour” in their day where whereabouts were unknown, (41%) of people would spend it with a significant other over other activities such as enjoying a massage (27%) or trying a new hobby (26%)
- Quick Pick-Me-Ups Work: If dedicating an entire hour to “me time,” is out of the question, Americans said the top ways to improve their day in 10 minutes include prioritizing to-do lists (41%), stretching (21%), meditating (19%) and waking up earlier (10%)
The Anti-Bucket List Movement Begins
Although most people have a bucket list with aspirational goals they want to do some day – like travel to Tibet or have a baby, a rising number ofAmericans (83%) are focused on “Life Lists,” or activities they can enjoy today, this week or this month – no five-year plans necessary! On average, Americans have eight items on their life list. As a result of these findings, ZICO launched the Crack Life Open List campaign, essentially our “anti-bucket list” project, earlier this year to encourage even more people to create -and live out – their own personal Life List and take small steps towards balanced, happy living every day. Additional trends on Life Lists from the ZICO survey include:
- Personal satisfaction Trumps Monetary Gain: Health & fitness goals top Americans’ “Life List” goals (29%), followed by short-term travel (24%), and activities geared towards strengthening relationships with partners, children or extended family. Only 10% of Americans cite education and career pursuits as a top “Life List,” further signaling the desire to balance personal live with professional pursuits.
- “Lift Lists” Divide Generations: The majority of “Life List” keepers are young adults (91%) compared to only (78%) in the 40+ bracket. Boomers seem to be stuck in their ways with (40%) reporting they haven’t tried new things, like visiting a new city or trying a new fitness trend, in the past year.
Top Sources of Positive Living Inspiration
- Not All (Celebrity) Doctors are Created Equal – When asked to pick their ultimate “celebrity life coach,” the majority (33%) would choose Dr. Oz, host of The Dr. Oz Show. Funny lady Tina Fey came in second at 21% followed by fitness trainer Jillian Michaels (20%) and spiritual guru Deepak Chopra (11%). Fifth and sixth place went to Facebook executive and “Lean In” author Sheryl Sandberg (9%) and hip hop mogul/entrepreneur Dr. Dre (6%) rounded out the list.
- Social Media isn’t the Go-To for Inspiration: Motivation to create a “Life List” doesn’t always stem from the Twitterverse – in fact, only 24% rely on social media or mobile apps (12%) with more seeking ideas from TV (30%). Religion ranks lowest on “Life List” inspiration with only three percent. As it turns out, most Americans (61%) turn to friends or family for inspiration and support to meet personal, everyday goals. We get by with a little help from our friends, too!
Over the past decade, ZICO has been a leader in the explosive coconut water category for its refreshing, coconut water. The goal of the Crack Life Open campaign is to remind people that like crisp refreshing coconuts, life is better when our hearts and minds are open. Throughout the year, ZICO and Jessica Alba have worked together to motivate people to live positively and take small steps to treat themselves well every day.
The ZICO Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative U.S. adults ages 18+, between July 1st and July 9th, 2014, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population 18+.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
About ZICO Beverages, LLC.
Founded in 2004, ZICO Beverages, LLC (pronounced Zee-co) is the maker of ZICO® Premium Coconut Water™. Beyond the original bestselling natural flavor which has zero fat and zero cholesterol, ZICO is also available in Chocolate, Pineapple, Mango and Passion Fruit flavors in addition to ZICO Chilled Juices, which combines chilled premium coconut water with mouthwatering fruit juice. All ZICO products contain five naturally-occurring electrolytes, including as much potassium as a medium banana, to support hydration naturally. You used to have to shinny up a tree and machete-open a coconut to experience the refreshing taste of coconut water, but not anymore. We climbed the tree for you®.