Indians, South Koreans and Japanese least satisfied with their love life: Ipsos Love Life Satisfaction Survey

February 14th, Valentine’s Day, marks the day of love across the world, when couples reaffirm their faith in love through gifting and through mushy exchange of messages. Valentine’s Day is also a significantly large marketing activity with custom gifting gaining prominence and with Q commerce, online, offline stores, restaurants all piggy backing on the bandwagon of celebrations. The Ipsos Love Life Satisfaction 2025, a 30-country global survey among 23,765 adults for Valentine’s Day shows Indians are among the least satisfied with their love life. The Love Life Satisfaction Index gauges love life satisfaction across love, romance/ sex life and relationships under a single indicator.

The index shows interesting reality about markets busting our perception shown in reel life – some of these markets are romanticized in reel life as the world’s most romantic cities– Love in Tokyo, Paris romanticized in films, but in real life the citizens fall short in satisfaction with love, with these markets placed lower in the pecking order.

Love Life Satisfaction Index 2025

*The index is an average of the three questions asked on love, romance/ sex life and relationships. The score is out of 100.

The markets topping the love life satisfaction index 2025 were Colombia (82%), Thailand (81%), Mexico (81%), Indonesia (81%), Malaysia (79%), Chile (79%), Netherlands (79%) and Peru (79%).

While Japan (56%), South Korea (59%) and India (63%) were placed at the bottom of the heap, least satisfied with their love life.

“Indians largely live in joint families and those in nuclear families have fimilial responsibilities, work pressures, career and societal pressures, leaving less time for romance, physical intimacy and love,” stated Ashwini Sirsikar, Group Service Line Leader, Ipsos UU & Synthesio, India.

The survey also looked at each of the parameter separately to assess how Indians stacked up. And while 64% of Indians polled said they feel loved, only 57% Indians claimed to be satisfied with their romantic/ sex life. Though more number of Indians (67%) were satisfied with the relationship shared with their spouse.

Interestingly, happiness with sex life and partner was seen to be co-related.

People in countries that are more satisfied with their relationship with their partner are more likely to be satisfied with their romantic/ sex life. Some countries were outliers, like Brazil, South Korea and India, people are less satisfied with their partner compared to their level of satisfaction with their romantic/ sex life.

Interestingly, those on a higher income were more likely to feel loved and be happier with their romantic/sex lives. Eighty-three per cent of high-income earners across 30 countries say they are satisfied with the love in their life compared to 76% of those on a middle income and 69% on a low income. The same is true when it comes to their romantic/ sex life. Sixty-seven of people with a high income are satisfied with their sex life compared to only 51% of low-income earners.

These are the results of a 30-country survey conducted by Ipsos on its Global Advisor online platform and, in India, on its IndiaBus platform, between Friday, December 20, 2024, and Friday, January 3, 2025.

For this survey, Ipsos interviewed a total of 23,765 adults aged 18 years and older in India, 18-74 in Canada, Republic of Ireland, Malaysia, New Zealand, South Africa, Türkiye, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries.

The sample consists of approximately 2,000 individuals in Japan, 1,000 individuals each in Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Mexico, New Zealand, Spain, and the U.S., and 500 individuals each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Türkiye.

The sample in India consists of approximately 2,200 individuals, of whom approximately 1,800 were interviewed face-to-face and 400 were interviewed online. Samples in Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, the Netherlands, New Zealand, Poland, South Korea, Spain, Sweden, and the U.S. can be considered representative of their general adult populations under the age of 75. Samples in Brazil, Chile, Colombia, Indonesia, Ireland, Malaysia, Mexico, Peru, Singapore, South Africa, Thailand, and Türkiye are more urban, more educated, and/or more affluent than the general population. The survey results for these countries should be viewed as reflecting the views of the more “connected” segment of their population.

India’s sample represents a large subset of its urban population — social economic classes A, B and C in metros and tier 1-3 town classes across all four zones. The data is weighted so that the composition of each country’s sample best reflects the demographic profile of the adult population according to the most recent census data. “The Global Country Average” reflects the average result for all the countries and markets in which the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result. When percentages do not sum up to 100 or the ‘difference’ appears to be +/-1 percentage point more/less than the actual result, this may be due to rounding, multiple responses, or the exclusion of “don’t know” or not stated responses. The precision of Ipsos online polls is calculated using a credibility interval with a poll where N=1,000 being accurate to +/- 3.5 percentage points and of where N=500 being accurate to +/- 5.0 percentage points. For more information on Ipsos’ use of credibility intervals, please visit the Ipsos website. The publication of these findings abides by local rules and regulations.