MBTI type distribution outside Europe

The distribution of the four different MBTI types varies per country. In certain countries, competitive types are more common whereas in other countries more humanistic types are present. In an earlier blog posting, we discussed the distribution of MBTI types in the Netherlands and Europe. It became clear that the Netherlands was unique in its relatively high percentage of spontaneous people. As promised, we would get back to the MBTI type distribution outside Europe. It is useful to be aware of this distribution during international negotiations. For example, a humanist is more likely to be convinced by what others think whereas a methodical person prefers to collect factual information by themselves. In this blog posting the four axes of the MBTI will be explained; followed by the MBTI type distribution outside Europe. Additionally, we share several tips for negotiations with each type and we explain how MBTI is used in our own marketing strategy.

The 4 opposites

The MBTI model uses four axes. As a result, there are 16 different combinations of characteristics, of which four categories originate. These are the four axes:

  • Extraversion – Introversion (where do you get your energy from?)
  • Sensing – iNtuition (to what kind of information do you pay attention; concrete or more abstract?)
  • Thinking – Feeling (how do you usually make decisions; with your mind or with your heart?)
  • Judging – Perceiving (how do you approach the world around you; planned or more spontaneously/improvised?)

In an earlier posting, the four types were thoroughly described. Keirsey has created these four types by categorizing combinations of certain preferences. Consequently, the following groups were formed: NT(red), SP(yellow), SJ(blue) and NF(green). When someone has a preference for abstract information (N) and favors making decisions with his/her heart (F), then it’s likely that he/she is the green personality type.

MBTI type distribution outside EuropeMBTI type distribution outside Europe

The highest percentage of methodical people can be found in Mexico. About 60% of the population here is the blue personality type. This type wants to plan ahead carefully and work thoughtfully in order to prevent making mistakes. They follow rules and like to avoid surprises. In the overall world population, about 44% has a preference for Sensing and Judging (SJ, blue, methodological)

The most spontaneous types can be found in Brazil. This type wants to enjoy things, is impulsive, flexible and innovative. They can get bored quickly and love changes. About 22% of the Brazilians are the yellow personality type, compared to 13% of the whole world population.

Turkey is with 43% of red personalities the country with the most competitive types. This type is pragmatic, autonomous, theoretical and analytical. They are also impatient and always searching for the most effective solution. The overall world population consists of 31% red personality types.

Canada is typical for its high percentage of humanists. About 22% of the Canadians is the green personality type. These people are focused on harmony and want everyone to get along with each other and feel good. 12% of the world population is humanistic.


MBTI type distribution outside Europe

MBTI types in the Far East

In general, the scores on Perceiving are relatively low in Asia. As a result, people are less focused on openness and flexibility. Consequently, the scores on Judging are high, which leads to a preference to follow plans rather than to improvise.

In India, the combination of Thinking and Judging is very common. Consequently, 52% of the people in India is methodical. These people also like to follow plans and to avoid sudden surprises. Additionally, they like to make decisions based on facts, rather than feelings.

Korea is characteristic for its relatively high percentage of competitive people (42%). These people are focused on results and like to search for a solution in a quick and effective way. For this type, it is important to communicate in a short but powerful manner.

Interestingly, the population of Taiwan consists of 20% humanists, in comparison to 12% of the total world population. These people value feelings of others and care about sustaining good relationships.

Doing business with the different types

Obviously MBTI type distribution outside Europe is relevant when you do business overseas.

When you negotiate with red types, be sure to express the key point of the message quickly and clearly. Let these people quickly figure things out for themselves and emphasize the importance of the product/service. Because they only take little time during negotiations, it is important that the message is clearly structured, with the most important and valuable information stated immediately.

Yellow personality types highly value good service and are sensitive to offers and deals. They also like to be adviced by others. By showing what a product can do, and letting them experience this, you can persuade them.

For green personality types, decisions are mainly based on feelings. These people care about opinions and feelings of others. As a result, they consider the experiences of others while making decisions and like to be advised. When negotiating with these types, ask how they feel and make the process personal. Give them time and be sure to make the process fluent with the emphasis on positive social interactions.

When doing business with a blue type, be aware that this person highly values autonomy. They don’t like to be advised and they want to take the time and space to gather as much information as possible. For them, it is important that the information is logically structured and concrete. For these types, it is advised to discuss details and give them freedom during the process negotiating.

som sex and the city model

MBTI type distribution outside Europesom digital uses the sex and the city model that is derived from the 16 MBTI types. In marketing, this model is used to persuade different types of people. This is possible by designing 4 different landing pages within one campaign. Based on the trigger of the advertisement by which the visitor enters, the personality type of the visitor can be deduced. For example, a methodical person is more likely to click on an Adwords advertisement with many facts and information than a spontaneous type. This person is then directed to a landing page that meets the needs of the blue types. This page should contain objective information, details, and provide the customer autonomy. By offering a preferred content for each personality type, you can persuade more people; which is what marketeers generally strive to do.

Are you curious about which MBTI types are most common for certain job positions, such as dentists? Then take a look at this posting. Or do you want to know about alternative personality models for the MBTI? Then check out this blog posting.

Want to know more about how som uses MBTI types for marketing? Contact us here !