First-Ever “Fun Quotient” Survey Finds Adults Want a Celebrity Boss to Make Work More Fun

Nestlé CRUNCH® today released findings on the state of fun in America, based on a national survey conducted this month to determine the country’s first-ever “fun quotient.” Despite dismal news dominating headlines, Americans feel they have a “high” fun quotient or level of fun in their lives – with a whopping 86 percent of adults polled having fun at least once per week, most of whom experience fun on a daily basis, according to the CRUNCH Fun Quotient Survey.

CRUNCH commissioned the survey in early March to determine the state of fun across the country, recognizing that consumers are inundated with daily digital distractions and daily headlines about doom and gloom. Through the Fun Quotient Survey, CRUNCH wanted to assess if Americans were having or wanting fun, and in the process, gleaned insight into the nation’s perspective on fun.

“Nestlé CRUNCH recognizes the growing appetite for fun across the country, especially by working adults who desire more every day, kid-like fun,” said Tricia Bowles, spokesperson for Nestlé USA Confections & Snacks. “CRUNCH always has embodied kid-like fun, as evident last year from our popular 1-800 Crunch hotline prank in pig Latin, prompting more than 2.3 million consumer phone calls. Wherever Americans work or play, CRUNCH is committed to helping them maintain a high ‘fun quotient’ and have a little fun every day.”

To gauge America’s fun quotient, CRUNCH asked consumers a variety of questions ranging from “Would you live in a tree house or The White House?” and “In which cartoon world would you like to live for a day?” The results of the CRUNCH Fun Quotient Survey showed the overwhelming majority of Americans seek simpler, kid-like ways to have fun every day.

Key findings from the CRUNCH Fun Quotient Survey show Americans are looking for more fun in their daily lives, namely:

• Nap time should be implemented into the U.S. work day, with 36 percent of adults desiring a daily “siesta” like their European counterparts – taking a nap scored higher than any other “recess” or work-break activity, more popular than office shenanigans like computer games or cubicle chair races. Adults older than 65 said they preferred having an endless supply of Nestlé CRUNCH bars
• Americans think it would be fun to get into monkey business if invisible for a day, with four in 10 adults choosing to play pranks on their friends (48 percent), while the rest would either sneak backstage at concerts (24 percent) or eavesdrop (18 percent). If invisible, a small percentage of adults admitted they would sneak into women’s or men’s locker rooms (less than 10 percent), with four times as many men choosing this option
• Even in today’s hi-tech world, every day fun can be found in the simple things – Americans prefer simple pleasures like reading in order to balance out stressed-out lives largely filled with digital devices and longer work hours. Survey results show that almost half of survey participants reported that reading was the most enjoyable way to relieve stress after a long day (47 percent)
• What makes Facebook most fun is the simple joy of reconnecting with friends – Social networking offers different kinds of fun every day – from posting, poking, searching and uploading – but survey respondents have the most fun on Facebook by seeing photos of friends “then” and “now” (34 percent) and finding long-lost childhood friends (31 percent), with women having more fun looking at photos of old friends
• Americans want more fun in the workplace – While split almost evenly on their favorites, 56 percent of adults said they would swap their real-life boss for a celebrity comedian, adding a little fun to the work day

Results also showed that Americans believe it isn’t about the finer but “funner” things in life, such as:

• The White House or a tree house? More than a third of Americans polled said they would live in a tree house rather than the White House, and largely ignored the other fun options of living in a fancy new mansion or enjoying suburban living in the iconic Brady Bunch house
• Flying cars and a robot housekeeper would make the world more fun. The future looks more fun than the past, with 36 percent of Americans saying they would prefer to live in the futuristic cartoon world of “The Jetsons,” and in a nod to doing less household chores, more women than men saw the benefits of having a robot help around the home (43 percent vs. 29 percent)
• Americans want to see kid-like fun in the next Olympics – Nearly half of the country would prefer to see a simple schoolyard game as the next Olympic sport – dodgeball took the gold, particularly with men, with more than 50 percent preferring this above all. The second favorite was Double-Dutch jump rope, favored by 21 percent of Americans, with women three times as likely as men to pick this for the next international games

The CRUNCH Fun Quotient Survey also found:

• Age is nothin’ but a number – According to more than 1,000 adults surveyed, it is just that – and many adults are acting more like kids than they admit. Across all age groups, a third of adults report that friends are likely to tell them to “act your age, not your shoe size” indicating the fun, kid-like spirit of grown-up poll-takers nationwide
• What’s Your Fun Quotient? To learn more about how Nestlé CRUNCH is encouraging folks to “Have A Little Fun Everyday,” visit and “like” CRUNCH at http://www.facebook.com/nestlecrunch. More information about the CRUNCH Fun Quotient Survey may be obtained by contacting Jessica del Mundo or Julie Stephens at 213-623-4200.

About the CRUNCH Fun Quotient Survey

Findings are the results of a nationally representative telephone survey of 1,010 adults ages 18 and over, conducted March 4-7, 2011, on behalf of Nestlé CRUNCH by KRC Research. The margin of error for the study is +/-3.1 percent at the 95 percent confidence level. The data was weighted by demographic variables to ensure the sample accurately reflects the U.S. adult population.

About Nestlé CRUNCH®

Nestlé CRUNCH® is one of America's favorite chocolate bars. First introduced in 1938, Nestlé CRUNCH® represents the perfect combination of creamy milk chocolate and light, airy crispies. The Nestlé CRUNCH® bar is truly a timeless candy classic and one that stands as a hallmark among chocolate treats. From its very beginning, the fun-to-munch bar has always been associated with playful fun. Look for Nestlé CRUNCH® in candy aisles nationwide.

About Nestlé USA

Named one of “The World’s Most Admired Food Companies” in Fortune magazine for fourteen consecutive years, Nestlé provides quality brands and products that bring flavor to life every day. From nutritious meals with Lean Cuisine® to baking traditions with Nestlé® Toll House®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Well-known Nestlé USA brands include: Nestlé® Toll House®, Nestlé® Nesquik®, Nestlé® Coffee-mate®, Stouffer’s®, Lean Cuisine®, HOT POCKETS® and LEAN POCKETS® brand sandwiches, Nescafé®, NESTLÉ® Juicy Juice®, Buitoni®, DREYER’S/EDY’S®, Nestlé® Crunch®, Nestlé® Butterfinger®, Wonka®, DIGIORNO®, TOMBSTONE® and CALIFORNIA PIZZA KITCHEN® frozen pizza. Nestlé USA, with 2010 sales of $10.4 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2010 sales of $105 billion.

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• Jessica del Mundo, (213) 623-4200, [email protected]
• Julie Stephens, (213) 623-4200, [email protected]