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					GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”   June, 30th 2003




   Mutual Perceptions Research
   What young Germans and Britons think about each
   others’ countries. Key-findings.
   Part 2
   Young Germans’ Perceptions of the UK
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”           June, 30th 2003



Introduction (1)
Background
                                                                                                2
     Aim of         Providing insights into deeper perceptions and attitudes of young
    Research        German people with regards to the UK and vice versa, incl.
                    examination of factors of influence.

    Approach        Longitudinal Research project.
                    Preliminary step: Two focus groups each in the UK and Germany.
                    Step 1: A quantitative online survey among young people in Germany
                            and the UK. The methodological design includes a lot of
                            unprompted questions to open the survey to a broad range of
                            different opinions.
                    Step 2: A second wave will be conducted in 2004.

                    Sample representative for population aged 16-25.
    Sampling
                    Reached sample size: n=1000 per country.

                    Preliminary step: Mai 7th/8th, 2003
   Fieldwork
                    Step 1: 23rd May - 11th June 2003
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”     June, 30th 2003



Introduction (2)
Questionnaire design - overview
                                                                                          3


                   I      Socio-demographics


                   II     Foreign countries in general
                          Foreign languages


                   III    Aspirations and concerns about the future



                   IV     Perceptions of the UK
                          The relationship between Germany and the UK
                          Importance of exchanging ideas


                   V      British Council
GfK Group     Ad Hoc Research   „Mutual Perceptions Research Germany”                 June, 30th 2003



Introduction (3)
Sample description
                                                                                                        4

                             49,4% male
      Gender
                             50,6% female

                             49,6% 16-20 years
        Age
                             50,4% 21-25 years


                               34,1%    Primary school completed
                               31,0%    Secondary school completed
    Education
                               5,6%     University completed
                               29,3%    Not yet completed school / University


                               26,8%    Schoolboy / schoolgirl / learner at school
                               21,6%    Students at University (or similar)
   Employment                  20,6%    Trainees
                               25,1%    Full or part-time employee
                               5,9%     Others / Not working
GfK Group     Ad Hoc Research   „Mutual Perceptions Research Germany”                                   June, 30th 2003


                                                     All in all, what would you say how
Personal future (1)                                  optimistic you are with respect to
                                                     your personal future?
                                                                                                                          5

                                    I'm very optimistic                    14                          68% more
    Young Germans look                                                                                optimistic
                                                    2                                            54
     quite optimistic into
     their personal future.                         3                            25

     However, only about                            4             4
     14% indicate to be very
                            I'm not at all optimistic         1                                         In %.
     optimistic.
                                                                                                        Base: GER total
                                           don't know         2
    Just 5% are more                                                                                   (N=1036)
     pessimistic.                                         0           10    20    30   40   50    60



    Asked for concerns regarding their personal future, almost half of young Germans
     spontaneously mention fears about their job or work (e.g. unemployment, not finding
     the dream job etc.). This dominates by far all other concerns. General threats (like
     international conflicts, becoming a victim of crime, economical crisis), financial
     problems (debts) and personal situations like illness or loneliness play a minor role.
     (Among young British, the fear of being unemployed is just mentioned by 15%.)
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”              June, 30th 2003




Personal future (2)

                                                                                                   6
  In Germany, more young people are afraid of getting out-of-work than being sure of getting
   ahead in a prosperous career. (This is vice versa in the UK.)
  Almost half of the Germans are afraid of getting personally involved in a war.
  However, the Germans a quite confident in not becoming a victim of crime, race or
   gender discrimination. In addition, most are sure that at least an appropriate standard of
   accommodations will be available and affordable in the future.
  Young Germans do not cherish an illusion about the world’s future. More than 70% do not
   believe that the 21st century will be a century of peace (maybe influenced by the Iraq
   conflict). In addition, 82% disagree with the statement that the world will overcome any
   religious and race discrimination, and more than a half predict increasing threats by
   AIDS and other killer diseases, global environmental degradation and human right
   abuse by governments. However, international terrorism and especially the ongoing
   process of globalization is not considered as a strong personal threat. (The British have
   similar views, but a bit less negative.)
  The European Union is considered in a mainly positive way. More than 40%
   believe that Germany will gain a lot by being a member of the EU, although 37%
   think that Germany will be negatively influenced by the results of the EU
   expansion.
GfK Group    Ad Hoc Research   „Mutual Perceptions Research Germany”                            June, 30th 2003



Personal experiences                                       How much time have you
with the UK                                                spent in the UK?

                                                                                                                   7
                                                                                                In %.
    More than 52% of young                      More than a year 0
     Germans have been to                                                                       Base: ever
                                               3 months to a year       4                       visited the UK
     the UK.                                                                                    (N=540)
                                    1 month to less than 3 months                13
    However, just 4% have
     spent more than 3               2 weeks to less than 4 weeks                          24
     months in the UK.
                                      1 week to less than 2 weeks                                            36
     Experience is more
     based on short visits.                      Less than 1 week                          23

    About 22% have close                                           0   5   10   15   20   25     30    35    40
     friends or relatives in the
     UK.
    Just about 16% have
     contact to British people                   64% of young Germans have a personal
     living in Germany.                             relationship with the UK (visits or
                                                    contacts).
    98% have at least basic
     knowledge of the English                       (Vice versa: 50% of the British have no
     language, 25% fluent.                          personal relationship with Germany.)
GfK Group     Ad Hoc Research     „Mutual Perceptions Research Germany”                   June, 30th 2003



Perceptions of the UK (1)
Rankings
                                                                                                            8
 Of all countries in the world, which countries are you best informed about? (first mention)
 Of all countries in the world, which countries do you think most highly of? (first mention)
 If you were thinking of going abroad to study or work, which country would you choose first?
 Which country would you consider first for exchanging ideas and experiences?

  1. USA (33%)                  1. USA (14%)                 1. USA (31%)          1. USA (37%)
  2. The UK (16%)               2. Switzerland (11%)         2. The UK (13%)       2. The UK (12%)
  3. France (10%)               3. France (10)               3. Australia (9%)     3. Australia (7%)
  4. Netherlands (6%)           4. Australia (9%)            4. Spain (7%)         4. France (6%)
  5. Spain (6%)                 5. The UK (8%)               5. Switzerland (6%)   5. Canada (5%)
  6. Austria (5%)               6. Netherlands (7%)          6. Canada (6%)        6. Ireland (3%)
  7. Turkey (3%)                7. Canada (6%)               7. France (5%)        7. Sweden (3%)
   ... best informed ...          ... think most              First choice for     ... exchanging
                                  highly of ...               study or work.       ideas and
                                                                                   experiences.
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”                  June, 30th 2003




Perceptions of the UK (2)

                                                                                                       9
  The image profile of the UK shows many significant characteristics. Young Germans do
   know a lot about the UK, and they are able to draw a clear picture.
  The UK is seen as a successful multi-cultural society, modern and future-oriented, that
   respects human rights and provides high living standards.
  The UK is very much considered as a place where many important trends are set. A lively
   music and arts scene is highly valued.
  Asked for British celebrities, 81% of young Germans do remember at least one. Robbie
   Williams, Lady Di and the Queen are top of mind. (Vice versa, 64% of the British do not
   remember any German celebrity).
  The UK is clearly not seen as committed to the ideals of the European Union. However,
   despite the Iraq conflict, the Germans rate the political relationship more positively than
   negatively. (This is vice versa in the UK.)
  Even more than the British, the Germans do not confirm that the German and
   British people are very alike. However, Germany and the UK do respect similar
   values, and Germans and British are highly considered to be alike in terms of living
   standard and cultural background.
GfK Group    Ad Hoc Research   „Mutual Perceptions Research Germany”                       June, 30th 2003


                                                          What would you say are the
Perceptions of the UK (3)                                 two most positive/negative
                                                          things about the UK?
                                                                                                             10
  Positive issues with regards to the UK                Negative issues with regards to the UK
  63% Culture                                           43% Politics
      Cultural life, multi-cultural society,                Dislike the government, close
      language, buildings and towns,                        relationship to the USA, negative
      monarchy / Royal family, education                    attitude towards the EU, role in the Iraq
      systems, sports, a lot of traditions                  war, conflict in Northern Ireland
  34% Mentality                                         30% Economy
      Nice and sympathetic, good way of                     High costs of living / taxes, dislike of
      living, open-minded people                            currency

  22% Geography                                         29% Culture
      Beautiful landscape and nature, good                  Monarchy / Royal family, bad food
      geographic situation (island)
                                                        24% Mentality
  17% Economy                                               Arrogant, conservative, people have
      Stable economy and currency                           prejudices about Germany, intolerant

  13% Politics                                          17% Geography
      Good form of government, powerful                     Unpleasant climate and weather
      and influential country
GfK Group    Ad Hoc Research   „Mutual Perceptions Research Germany”                                 June, 30th 2003


                                                     All in all, how would you rate your
Perceptions of the UK (4)                            personal overall opinion regarding
                                                     the UK / your home country?
                                                                                                                          11
                                                                                       In %.
    Compared to their home               very positive 1           4                  Base: GER total (N=1036)
     country, young Germans                                             8

     have a very similar opinion                       2                                                        44
                                                                                                           41
     regarding the UK. There are
     even more Germans                                 3                                             37
                                                                                                33
     disliking Germany than
                                                       4                9
     disliking the UK.                                                       13

    Almost half of young                very negative 5        2                               The UK
                                                                    4
     Germans think in a positive                                                                my own country
     way about the UK, just 11%                                     3
                                            I don’t know        1
     have a negative opinion.
                                                            0           10        20       30         40             50


    51% of young Germans do not believe that the UK values relations with
     Germany. The main reason is seen in the strong orientation of the UK towards the
     USA. Additionally, different stances in the Iraq conflict and a partial rejection of the
     ideas of the EU are seen as further reasons for keeping distance. (In the UK, 62%
     do believe that Germany values relations with the UK.)
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”                    June, 30th 2003

                                 Thinking back over the last 3 years,
Perceptions of the UK (5)        what have been the 2 most important
Influences/source of information influences on your current positive /
                                 negative perceptions of the UK?
                                                                                                         12
   Positive perceptions of the UK are clearly driven by personal visits, teachers and/or study
   material and personal contacts whereas negative perceptions are mainly fostered by TV,
   radio and print media. Probably, recent reports on politics concerning the Iraq have
   influenced the German perceptions of the UK negatively.
   Positive perceptions have been                         Negative perceptions have been
   influenced by ....                                     influenced by ....
   33% I visited the UK or lived there                    31% National TV or radio
   29% Teachers and/or study material at                  22% Newspapers and/or periodicals
       school, colleague, university                      18% International TV or radio
   24% I’ve met people from the UK                        17% I visited the UK or lived there
   19% National TV or radio                               16% Teachers and/or study material at
   17% I have friends /relatives knowing the                  school, colleague, university
       UK                                                 15% I’ve met people from the UK
   15% Newspapers and/or periodicals
                                                          11% I have friends /relatives knowing the
   11% International TV or radio                              UK
   8% Internet                                            11% Internet
GfK Group   Ad Hoc Research   „Mutual Perceptions Research Germany”                June, 30th 2003



Perceptions of the UK (6)
Conclusions
                                                                                                     13
  The majority of young Germans do have personal experiences with the UK or contacts to
   British people. They know a lot about the UK and a low language barrier is very helpful. So,
   the UK’s image profile provides significant characteristics.
  Driven by the lively music scene, the Germans mainly have positive perceptions of the UK.
   The nation is seen as a successful multi-cultural society with people of predominately good
   mentality.
  The Iraq conflict has had negative influences on the perceptions of the UK. So, the UK is
   not ranked top three of the countries Germans think most highly of. In general, we have
   mainly political issues driving negative opinions. However, World War II and its
   consequences only play a minor role.
  Although the UK is basically considered to be similar to Germany in terms of respected
   values, living standards and cultural background, German and British people are not seen to
   be alike.
GfK Group    Ad Hoc Research     „Mutual Perceptions Research Germany”                                   June, 30th 2003



Perception of the British Council (1)
Awareness
                                                                                                                           14
   Have you ever heard of the British Council ?
                       Yes
                                                             Almost one third of young German
      69                                                      people have heard about the British
                    31                                        Council.
     No                        In %.
                               Base: GER total
                               (N=1036)


   How did you hear about the British Council?
                                                                                                         In %.
               I came across one of the centres by chance                  8
                                                                                                         Base: people
               I have some friends or relatives who know it                     14                       with awareness
                                                                                                         (N=320)
                 I obtained some information on TV or radio                                    29

                          ... from newspapers & periodicals                               24

                                             ... on the internet                13

        teachers and/or studies at school, college university                                       34

                                                        Others         2

                                                                   0       10        20        30        40
GfK Group       Ad Hoc Research    „Mutual Perceptions Research Germany”                                             June, 30th 2003



Perception of the British Council (2)
Purpose of the British Council
                                                                                                                                       15
    A high number of Germans have heard about the British Council. However, almost half of
    them have no idea what its purposes and objectives are. Many others have a wrong
    image in mind.

    Can you tell me what are its two main purposes?

            Providing information and books etc about the UK                                                    19
      Fostering international and intercultural understanding                                              17
Organ. study and acad. exchanges, building acad. networks                                            14
                                           Language teaching                                    10        Don’t know 49% !
                          Social club for British people abroad                            8
                              Presenting cultural programmes                           7                  In %.
            Helping British tourists who get into trouble abroad                   6                      Base: people
                     Promotions of international developments                  4                          with awareness
                                                                                                          (N=320)
      Promotions of professional and science co-operations                     4
                                  Promoting business and trade             3
                                     Promoting study in the UK             3
                                   Promoting tourism in the UK         1
                                                                   0                           10               20

				
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