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Published March 3rd 2015

Research: Australians are the Most Positive on Twitter, and Other Insights

We all strive for happiness, but finding it isn’t the easiest venture. Various philosophers, researchers or psychologists have been attempting to define it and discover the secret recipe to achieve it.

However, no validated method has been found to substantially improve long-term joyfulness in a meaningful way for most people. Happiness is a fuzzy, abstract concept that can mean many different things to many individuals.

Intriguingly, the social psychologist Sonja Lyubomirsky, argues that 50% of a given human’s happiness level is genetically determined, 10% is affected by life circumstances and situation, and a remaining 40% of happiness is subject to self-control.

So, we only get to control 40% of how likely we are to be jolly and that is to a large degree dependent on how we react to or perceive outside events.

Many of us associate the idea of happiness with material wealth, career goals and family harmony. When we’re not happy with what we have, we believe we’ll be happier when we get what we want. And that’s a great fix, it works-  but only temporarily. We always crave more!

So what makes people happy? How often do they talk about happiness online?

As we love a good bit of social analysis, using Brandwatch Analytics we’ve done some research uncovering some cool insights on on how people talk about happiness on Twitter. Let’s have a look at the top 5!


1/ Australians are the most positive about their days on Twitter

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Last year, in the OECD’s “Better Life Index” Australia was rated as the happiest industrialized nation for the fourth consecutive year. And our Twitter research certainly backs this up!

But why are Aussies so happy? The lovely beaches, glorious sunshine, wealthy economy, low unemployment rates or the clean environment are only some of the perks of living there.

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2/ Men are more likely than women to use positive terms when discussing their day

At the same time, females would rather Tweet about life in general, than share how their day is going.

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3/ At weekends, Tweeters discuss the quality of their life the most

Many will identify a specific time or day when they are happiest.

This is often associated with spending time with friends and family, an activity which has a powerful impact on long term well-being.

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Additionally, while people are the most negative during the work week, Friday is the happiest of the weekdays. The reason behind that is no mystery…


4/ When Tweeting about their day, the topics which are most often associated with happiness are friends and family and money.

As expected, people tend to be less positive about work compared to how they feel in relation to friends and family or money.

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Interestingly, during the working week, there’s a lot of buzz surrounding how great or bad people’s work days are going. As shown in the chart above, “needing a drink” is also a popular topic of conversation amongst Tweeters.

Tweets stating “I need a drink” seem to be consistently peaking at 6PM… we wonder why!


5/ People in Western US are the most enthusiastic about their days

Separating the social data by location illustrates how online moods vary across regions.

The Northeast and Midwest seem to be the least positive, whilst Americans living in the South and West are the jolliest. This analysis hints at potential cultural or economic factors that could affect what people choose to disclose about their lives online.

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Fancy reading more about Happiness on Twitter? We’ve a whole host of research on it – download the full report by clicking below. We hope it makes you happy!

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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.