The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released its Worldviews Survey. This year’s survey, capturing the perspectives and beliefs of 34,946 individuals across 39 countries, reveals an alarming global trend of declining sleep quality. The survey has tracked progress since 2018, assessing global health, including sleep health, and factors that influence it across all these markets. The findings highlight the significant impact of technology and socioeconomic factors on sleep health and underscoring the need for further research.
Sleep quality is declining globally across all backgrounds
While 62% of people answer that they sleep well in 2025 (very often, or fairly often), those who struggled with sleep has steadily increased over the past four years – from 35% in 2021 to 38% in 2025 (a little, very little, or never sleep well). This is a particularly concerning trend: in 35 out of 39 countries, more than a quarter of the surveyed population reports poor sleep, with Hong Kong topping the list at a shocking 59%, Chile follows suit at 56%, then Brazil (52%), and Turkey (51%). Conversely, only four countries – Vietnam (15%), India (15%), Paraguay (19%) and Indonesia (23%) – have less than a quarter reports of sleep difficulty.
Poor sleep is prevalent across all socioeconomic segments in all countries, but certain groups are more affected. Unsurprisingly, societal and personal factors affect sleep health: unemployment has significant impact on sleep, with 47% of unemployed individuals reporting they do not sleep well. Additionally, women, individuals aged between 35 and 64 and those with less education levels also tend to sleep worse. These correlations suggest that sleep health is shaped by a complex mix of social, economic, and personal factors, warranting deeper investigation into the root causes.
Screen time is a major contributor to poor sleep
Technology is emerging as a major disruptor of sleep, with half of the population (52%) surveyed globally admitting they have stayed up late at night using their phones or computer very often, fairly often, or sometimes, resulting in insufficient sleep (27% being often). Amongst young adults aged 18 to 24, this number skyrockets. Seven out of ten stay up late due to technology very often, often, and sometimes. Interestingly, this behavior occurs more frequently as education levels increase.
The findings show at least half of the surveyed population in 28 out of 39 countries say their sleep health is affected by technology – reaching the highest rates in Morocco at 78%, Chile (77%), Malaysia (72%), Mexico and India (69%), Greece (68%), and Argentina (66%). These findings highlight an urgent need to monitor the intersection of technology use and sleep health, particularly amongst younger populations.
The need for ongoing monitor and action
The steady rise in poor sleep, driven by both socioeconomic and technological factors, suggests that sleep health is becoming a critical public health issue. Understanding how different demographic groups are affected is essential in addressing this growing crisis. Continued research, public awareness campaigns, and targeted policies are needed to mitigate this troubling trend and improve overall well-being.
Richard Colwell, President of WIN International Association, said:
“Sleep is fundamental to overall well-being, yet our findings show that more people are struggling with it each year. The rise in poor sleep is a warning sign that must not be ignored. Through the Worldviews Survey, WIN aims to provide deeper insights into global health trends, helping governments, organizations, and researchers develop informed strategies to improve well-being – driving meaningful change for better health worldwide.“