The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released its latest WIN Worldviews Survey. This year’s survey, conducted across 39 countries with 34,946 respondents, explores global perceptions of health, their habits, and attitudes toward healthy living. The findings reveal striking differences in how people view their health versus their actual behaviors, influenced by societal and personal factors. Having tracked these trends since 2018, the survey provides valuable insights into the complexities of health perceptions and lifestyle choices worldwide.
People globally feel healthy, but personal factors influence self-perception
Overall, the outlook on personal health remains optimistic: 75% of people globally consider themselves very healthy or healthy, with no significant changes since 2018. Countries in the APAC region have the most positive self-perception of health at 83%, while in other regions, 7 out of 10 people view this. Indonesia leads with the highest percentage of people considering themselves healthy at 97%, followed by Vietnam (92%) and India (91%). Meanwhile, Slovakia has the most pessimistic health perceptions, with only 56% viewing themselves as healthy, followed by Poland (59%) and Chile (60%).
More than a third of people admit to self-medicating (35%) – taking prescription drugs without a doctor’s order – with 16% of them doing so often and 19% sometimes. The practice is common amongst individuals under 44 and those with lower education levels, reaching 3 in 10 among those with little to no education. Self-medication is most widespread in Morocco (39%), Pakistan (36%), the Philippines (31%), India (30%), and Japan (30%), while it remains rare in Vietnam (5%), Sweden (4%), and Norway (2%). These patterns highlight the complex relationship between perceived health and medical habits, underscoring the need for greater awareness of the risks associated with self-medication.
The study also shows higher education correlates with better perceived health, with 21% of master’s or PhD graduates considering themselves ‘very healthy,’ compared to 14% of those with no education or basic education. Employment status also plays a role: 40% of retired or disabled individuals feeling at least ‘somewhat unhealthy,’ dropping to 24% amongst part-time and 18% among full-time workers. Age follows a similar trend, with 23% of young adults (18–24) rating themselves as very healthy, and declining to just 8% in those over 65. These patterns raise suggest personal circumstances shape perceived health: raising questions about the role of social factors in shaping health perceptions.
Healthy self-perception does not always reflect healthy habits
The data highlights how different negative factors, such as stress, poor sleep, and the intake of prescription drugs are associated with a lower perception of overall health, with those experience the effects of excessive use of screens have significantly worse perception. For instance, 33% of those who frequently suffer from mental health issues due to excessive use of screens responded they were at least somewhat unhealthy, compared to 21% of those who only occasionally experience this. On the other hand, exercise contributes to a better self-perception of health, with 85% of those of exercise a lot view themselves as healthy, while the figure drops to 63% in those of never or only occasionally exercise. Other positive health habits, including meditation (83% in those who report meditating often versus 73% in ‘very little/never’ reports), concern about healthy living (79% versus 74%), spending time in nature (81% versus 67%), sleeping well (84% versus 53%) also increase views on personal health. Interestingly, some behaviours, such as alcohol consumption, vitamin intake, and self-medication, do not seem to have a significant impact on how people perceive their health with a staggering 76% of people who drink frequently, consider themselves as very healthy or healthy. Also, although frequent smokers perceive themselves as less healthy (72% versus 76% of non-smokers) the impact is least than expected.
Despite ranking fifth in heavy smoking (25%), 97% of Indonesians consider themselves healthy – yet the country reports 0.3% heavy drinkers, the lowest globally. Peru (7%) and Morocco (5%) follow in minimal alcohol consumption, while Slovakia, despite being amongst the least-drinking nations, has the most negative health perception. Peru also records the lowest smoking rates (3%), followed by Paraguay (4%) and Norway (5%), while Greece leads in smoking (42%), trailed by Turkey (33%) and Serbia (29%).
Overall, fewer people report drinking frequently than smoking, with Japan leading in alcohol consumption (41%), followed by UK (33%) and Ireland (31%). These contrasts between perceived health and actual habits highlight the complex influence of cultural norms, religion, and social policies on global health behaviours.
Screen time takes a toll on health, especially amongst youth
While half of the global population acknowledges the impact of excessive technology use on their physical health and sleep quality, nearly a quarter experience these effects frequently. Additionally, a third recognize the negative impact on mental health, with 16% reporting anxiety, depression, or other adverse mental states due to overuse often. Younger individuals are particularly affected, experiencing these issues much more frequently. Women also report physical discomfort from technology use more often than men (55% vs. 48%).
As screen time continues to rise, these findings underscore the need for greater awareness and action to address the health risks associated with excessive technology use.
Richard Colwell, President of WIN International Association, said:
“Globally, most people perceive themselves as healthy, yet our findings reveal significant disparities influenced by education, employment status, and cultural factors. The contrast between self-perception and actual habits suggests a deeper interplay of societal norms and personal circumstances. WIN aims that the Worldviews Survey will continue to shed light on these complexities, equipping leaders with the insights needed to drive meaningful change in global health and well-being.”