The survey also found that about half believe their 60s will be their new middle age.

The survey, conducted in late May and early June, polled about 22,780 Internet users in 41 markets from Western Europe, the Asia Pacific and North America, to the Baltic states.

In the largest Internet survey of its kind conducted in 41 markets globally, ACNielsen asked consumers about their attitudes towards age, living in the parental home into your late 20s, and cosmetic surgery.

Thai consumers ranked among the top 10 in turning back the clock.

The rush to do so is most keenly felt by consumers across Europe and the Asia Pacific. Consumers in Thailand ranked among the top 10 markets that agreed their 40s were the new 30s, and in the top 10 agreeing their 30s were the new 20s.

Similarly, about 51 per cent of Thai consumers agreed their 60s would be their new middle age. Japan and South Korea lead the region with most people agreeing with these statements. People in Indonesia appear to be least receptive to any of these ideas.

In general, women are quicker to embrace the idea of turning back the clock than their male counterparts. Globally, 57 per cent of women agreed that the 30s are the new 20s, compared to 51 per cent of men; 64 per cent of women thought 40s the new 30s, compared to 58 per cent of men; and 60 per cent of women thought of the 60s as their new middle age, versus 52 per cent of men.

Thais say it is perfectly okay to remain in the parental home until their late 20s, but opinion was divided elsewhere. Amongst Thai respondents, 70 per cent agreed that it was perfectly okay to remain in the parental home, similar to consumers in the Asia Pacific, where the extended family is still very much part of the cultural landscape.

Nine out of the top 10 markets agreeing that it is perfectly okay to remain in the parental home came from the Asia Pacific, led by Singapore, with 88 per cent, Indonesia (83 per cent) and Taiwan (79 per cent).

At the other end of the spectrum, of the 10 markets most in disagreement that it was okay to stay, eight were European, led by Norwegians, at 83 per cent, Russians and French (79 per cent) and Swiss (77 per cent).

"In Asia, it is culturally more acceptable for children to remain in the family home into their twenties, while in Europe there is a greater expectation that children will leave for university or secondary education and not return," said Chantira Luesakul, managing director of ACNielsen (Thailand).

While people these days are happy to turn back the clock in terms of their attitude to their age, are they as likely to enhance their appearance to look younger? Overwhelmingly no - 84 per cent of Thai respondents said they would not consider cosmetic surgery when they're older, compared with 86 per cent in the Asia Pacific and 80 per cent on a global average.

Among the top 10 markets most likely to consider cosmetic surgery Russia ranked first, with just under half saying they would, followed by Greeks and people in the Baltic states. South Korea with 28 per cent was the only non-European market making the top-10 list.

At the other end of the scale, 94 per cent of people in Hong Kong would not consider surgery, followed by Indonesians (92 per cent) and Malaysians and Japanese (91 per cent).