Our new research findings show that the early bird really does catch the worm!
The rich profiling data from Pureprofile between May and June 2017 has uncovered some interesting findings about Australians' preferences for waking up early (early bird) or staying up late (night owl) and other attributes related to these types of people.
It turns out that early birds are more optimistic, live in warmer climates and are more likely to earn higher incomes than their counterparts, the night owl.
There is naturally a higher percentage of night owls in the 15-25 year old age group, but they are less likely to understand political issues ... although they are slightly more skeptical about believing in aliens.
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