Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, June 22, 1995                   TAG: 9507180109
SECTION: NATL/INTL                    PAGE: A7   EDITION: METRO 
SOURCE: JOURNAL OF COMMERCE
DATELINE: NEW YORK                                 LENGTH: Medium

STUDY: U.S. BEST IN TV AND BLUE JEANS

People of different nations have vastly different lifestyles, but almost all of them brush their teeth and watch television.

The survey by Roper Starch Worldwide Inc. was based on interviews with more than 37,000 consumers in 40 countries. The results are said to be applicable to almost 2 billion people.

According to the survey, the United States, Japan and Germany tied as the most popular countries.

The United States led in many ``pop culture'' product categories, with the best blue jeans, movies, TV programs and cigarettes in the world. It tied with Switzerland for the best chocolate.

Japan is believed to make the best technology-based goods, including home electronics, cameras, personal computers and moderately priced cars, the survey found.

Germany has a reputation for the best luxury cars and beer. France led in perfume and wine.

The survey, conducted in March and April this year, found that most of the world apparently views Hollywood as a corrupting influence. ``Our culture will be increasingly influenced by American films and TV,'' said 62 percent of those surveyed.

Majorities of populations around the globe predict their country will become more ethnically diverse, but few are pleased about the prospect. Some 60 percent said, ``A growing number of immigrants will come to live in our country.''

Asia is the only area in which more people are optimistic than pessimistic about the future of their country. Residents of the Middle East are by far the most pessimistic.

Americans have more than twice as many channels and watch more television than most. People worldwide watch almost three hours of television each day.

More than anywhere else in the world, residents of the former Soviet Union are worried about crime and lawlessness. But Russians are among the least concerned about corruption of government officials.

Majorities worldwide are: reading a newspaper, listening to the radio, taking a shower, and washing their hair. Relatively few people use a computer at work, send or receive a fax, or charge something on a credit card.

Who's the cleanest of them all? Some 93 percent of Latin Americans take a shower each day vs. 78 percent of North Americans and 30 percent of Russians and Ukrainians, according to the survey.