Super Poll: Living Costs, Online Scams, Debt Top Thai Stressors
A new Super Poll survey of 1,147 Thais nationwide finds stress levels at 6.73 out of 10, driven primarily by rising living costs, online scams, and debt burdens. While 82.9% cite family and good relationships as their main source of happiness, nearly one-third report more sorrow than joy in their lives.
Thai stress levels are surging! Super Poll points to the cost of living, online scams, and debt burdens as the heaviest sources of stress and worry, while family and good relationships rank as the top source of happiness at 82.9%.
November 8, 2026 – Assoc. Prof. Dr. Napadon Karnnika, founder of the Super Poll research institute, released the results of a survey on the happiness and suffering of Thais today. The sample covered 1,147 respondents from all occupations nationwide, surveyed between November 1-7, 2026.
The survey found that the cost of living, online scams and call-center gangs, and debt burdens were the leading sources of stress and anxiety, in that order. Meanwhile, family and good relationships were the number one source of happiness and encouragement.
The findings highlight critical issues for policy design that must address livelihood security, safety, and the relationships people rely on.
Regarding respondents' feelings, the average stress score was 6.73 out of 10, average worry was 6.14, and average life satisfaction was 6.04. The overall data shows that stress, worry, and life satisfaction coexisted during the survey period. However, since each metric measures different feelings, they should not be netted against each other to conclude a net happiness score or used as a mental health diagnosis.
On the assessment of happiness and suffering today, the largest group, 41.3%, reported a mix of happiness and sorrow. Next, 32.8% said they had more sorrow than happiness, and 25.9% said they had more happiness than sorrow. The proportion with more sorrow than happiness exceeded those with more happiness by 6.9 percentage points.
This indicates nearly one in three respondents view their current life as more sorrowful than happy, warranting further study into the problems, needs, and barriers to assistance for this group. However, one cannot conclude that happiness has decreased or suffering increased without comparable data from previous periods.
Regarding sources of happiness and encouragement (multiple answers allowed), family and good relationships led at 82.9%, followed by personal and household health at 73.5%, and income and a proud occupation at 71.8%. Next were income sufficient for expenses at 63.7%, friends and trustworthy people at 61.9%, and rest, hobbies, and personal time at 60.5%. This reflects that respondents draw encouragement from connections, health, financial security, work value, and personal time.
Progress and children's future scored 53.4%, religion, meditation, and merit-making 51.4%, safe community 49.7%, and helping others 45.5%. These data point to areas for promoting quality of life through opportunities for the next generation, spiritual activities, community safety, and civic engagement.
However, selecting an item as a source of happiness does not confirm the respondent has enough of it. Notably, the 63.7% who chose income sufficient for expenses should not be interpreted as the proportion of households that actually have adequate income.
On sources of stress and worry (multiple answers allowed), the cost of living and insufficient income led at 69.7%, followed by cyber threats, online scams, and call-center gangs at 65.1%, debt burdens, repayments, and debt collection at 58.9%, and insecurity in life and property, crime, and violence at 57.4%. These results highlight urgent issues around the money required for daily life.
