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2012’s strong overseas impact for the UK

Published:18 December 2012
Fieldwork:5 - 19 November 2012
Source:The Reputation Centre
Keywords:British Council, International Research, Olympics
(Click on keywords to find related Research)

Research by Ipsos MORI for the British Council shows that the UK’s big events of the past year – including the Olympics, Paralympics and Jubilee – have improved the UK’s reputation overseas and created substantial new interest in the country as a place to visit, study and do business.

The research was carried out among 8000 adults in 11 key overseas economies – including the US, China, India and Russia. It was commissioned as part of the British Council’s work to build relationships for the UK around the world through education, the English language and the arts.

The London 2012 Games have had a major overseas impact – with almost two thirds saying the UK did a good job at organising the Olympics (compared with only 6% who disagree), and 44% believing that the UK has a greater influence over world affairs as a result (with only 3% taking a negative view).

More than 1 person in 3 said the 2012 Games have made them more likely to visit the UK – and the same proportion said the Games have made the UK more attractive to them as a place to do business or study. Fewer than 1 in 5 said the Olympics have not made them any more likely to want to visit, study or do business in the UK.

More than half of people questioned said the Olympics and Paralympics have made them think more positively about how the UK views disability (56%), the UK’s sporting prowess (52%), the UK’s arts scene (54%), and how friendly the people of the UK are (52%). Almost half said the Games have made them think more positively about the UK’s sense of humour (46%). In all cases, no more than 5% said the Games have had a negative effect on these views.

The Queen’s Diamond Jubilee also contributed to improved perceptions of the UK on a smaller scale. More than a quarter of people questioned said they had experienced or been aware of the Jubilee in some form – and, of those, 1 in 3 said they think more positively about the UK as a result, with only 3% saying that it has had a negative effect on their perceptions of the UK.

Technical note:

1.     Ipsos conducted 9,003  online interviews with adults aged 18-64 (in the US), 16-64 (in rest of world) in 12 countries on 5 - 19 November 2012. This was part of the multi-client survey termed Global @dvisor.

2.     The Ipsos Global @dvisor survey is conducted monthly in 24 countries around the world via the Ipsos Online Panel system. The countries included in this survey are Brazil, China, Great Britain, India, Poland, Russia, Saudi Arabia, South Africa, Spain, Thailand, Turkey and the USA.

3.     Approximately 1000 individuals participated per country via the Ipsos Online Panel, with the exceptions of Poland, Russia, Saudi Arabia, South Africa, Thailand and Turkey where each have a sample size of around 500.

4.     Weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the adult population according to the most recent country census data and to provide results intended to approximate the sample universe.

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