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Ugandans spend more time in pubs on Valentine's Day than at dinner — study

By Vision Reporter

Added 17th February 2015 12:18 PM

The majority of Ugandans would rather spend Valentine’s Day hanging out than go for dinner, which is the traditional thing to do, according to a study by Ipsos, a research firm in a recent poll survey.

Ugandans spend more time in pubs on Valentine's Day than at dinner — study

The majority of Ugandans would rather spend Valentine’s Day hanging out than go for dinner, which is the traditional thing to do, according to a study by Ipsos, a research firm in a recent poll survey.

By Cyprian Musoke

The majority of Ugandans would rather spend Valentine’s Day hanging out than go for dinner, which is the traditional thing to do, according to a study by Ipsos, a research firm in a recent poll survey.

Most of the respondents say they felt pressure to celebrate the day. The firm usually conducts the survey towards Valentine’s Day and after.|

“The majority of the respondents indicated that they would celebrate by hanging out. Their view of hanging out included going to bars, clubs, parties and shows. The other lot preferred spending the day with family and having dinner with loved ones,” the report noted.

“Only 1% said they would spend it in church, while 4% would go to the beach.”

According to Virginia Nkwanzi, the managing director of Ipsos Limited, the aim of the survey is to gather people’s feelings and perceptions about the day, which is celebrated globally.

“It helps to understand some of the key issues that drive social trends,” Nkwanzi says. “The mood to celebrate Valentine’s Day is equal across male and females, but across the regions, scores are higher (over 80%) for the central and eastern region, compared to the western and northern regions, which average at 70%.”

The survey took place from February 12 to 13 and the sample size of 423 respondents comprising adults aged 18 years and above in Uganda.

The report added that 73% of the respondents intimated that they would be giving out gifts.

“But when looking closely at the gender, more males give out gifts compared to the females on Valentine’s Day,” the report noted.

However, it added, the proportion of females who claimed they would give gifts was quite high considering that mostly women are on the receiving end as shown in previous surveys.

“More flowers will be given out more than other gifts. Clothes such as dresses, suits and T-shirts seemed be the favourite,” it added.

Only 1% indicated that they would give out expensive gifts such as cars and land. Only women said they would give a kiss as a gift, the study noted.

According to Rose Aliguma, the audience research manager, Ipsos has a database of people from different life stages and social economic groups. Using this database, a sample of over 400 respondents was randomly selected covering adults of 18 years and above.

The survey was conducted using a questionnaire and through computer-aided telephone interviews.
 “Majority of respondents (62%) believe faithfulness is extremely important in a relationship, with women agreeing more (64%),” she says.

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