Fewer New Zealanders report feeling happier than last year.
Marlborough has the top spot in a survey gauging the level of happiness nationwide. Wellington has the least.
UMR surveyed more than 15,000 people over 12 months and asked them to rate on a scale of zero to 10 how satisfied they were with their life.
The market research company says 29.1% on average answered with a nine or a ten. The result of the last survey was 32.9% in this rating.
A more detailed UMR survey of 750 people, carried out over a week, found family relationships made most people happy, followed by jobs.
Executive director Tim Grafton says tough economic conditions are likely behind the drop in happiness.
The larger survey has a margin of error of plus or minus 1.5%.