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1 An annual BBC Global News poll, in association with Globescan
1
An annual BBC Global News poll, in association
with Globescan
Agenda
About The World Speaks
What our survey said
Looking forward
3
Methodology and Use Of
The Data
For more information on the methodologyy, contact:
Sam Mountford, Research Director
GlobeScan Incorporated
6 Union Wharf
23 Wenlock Rd
London N1 7SB
United Kingdom
tel: + 44 (0) 20 7253 1447
www.GlobeScan.com
GlobeScan Incorporated subscribes to the standards of the World Association of Opinion and Marketing
Research Professionals (ESOMAR). ESOMAR sets minimum disclosure standards for studies that are released
to the public or the media. The purpose is to maintain the integrity of market research by avoiding misleading
interpretations. If you are considering the dissemination of the findings, please consult with us regarding the form
and content of publication. ESOMAR standards require us to correct any misinterpretation.
Project: 2320, GlobeScan®
• Representative samples of 1,000 adults per country in 23 countries
• Fieldwork conducted by telephone in developed countries and face to face in most
developing countries
• Some urban-only surveying in certain developing countries – surveys follow
generally accepted research standards in each country
• Fieldwork between July and September 2009
Where did we go
• And 15 of the 20 largest. 23 countries in all
11 of the 12 biggest countries
• For instance it covers half of China, but all of the USA
Mostly national representative–
sometimes urban
• Questions asked to half the sample each. Online only in Japan
25,000 interviews, mostly face-to-
face, or telephone
• Which means that we discriminate against the people in the larger countries
We treat countriesequally
5
The 13 ‘possible
problems’
War/ armed conflict
Violation of workers’ rights
Transnational migration
Terrorism
State of the Global economy
Spread of human disease
Rising cost of food/ energy
Religious fundamentalism
Power of global companies
Human rights abuses
Extreme poverty
Environment/ pollution
Climate change
6
The 23 countriesUSA
UK
Turkey
Spain
Russia
Philippines
Panama
Pakistan
Nigeria
Mexico
Kenya
Japan
Indonesia
India
Germany
France
Egypt
Costa Rica
China
Chile
Canada
Brazil
Australia
Three ways to measure the ‘possible
problems’
• What is the most important problem facing the world today?
Top of mind: unprompted
• For each of these possible global problems, which do you regard as very serious (Somewhat; Not very; not at all)
Assessing the seriousness
of all problems
• Which, if any, of the global issues that we've been talking about have you discussed with your friends or family during the past month?
What do you talk about:
unprompted
Three ways to measure
1. Top of mind
Most important problems:
top-of-mind26%
10%
9%
7%
6%
6%
4%
3%
2%
2%
2%
Economic problems
Terrorism/ war
Unemployment
Environment
Climate Change
Crime/ violence
Hunger/ food problems
Pandemics/ avian Flu/ H5N1
Health/ healthcare
Moral decay
Political problems
Asked of half of sample G1t. What do you think is the most important problem facing the world today?
Unprompted,
Average of 23
Countries
10
Most Important Problem Facing
WorldUnprompted, Top Mention by Country
Asked of half of sample
G1t. What do you think is the most important problem facing the world today?
Three ways to measure
2. Rating the seriousness of each problem. % assessing as ‘very serious’
12
Ranking:13.
Transnational migration
28%Asked of half of sample
G2t. For each of the following possible global
problems, please tell me if you see it as a very
serious, somewhat serious, not very serious or
not at all serious problem.
13
12. Religious
fundamentalism
34%
14
11. Power of global companies
36%
15
10. Violation of
Workers’ rights
48%
16
9. War/ armed
conflict
57%
17
6= State of the
Global economy
58%
18
6= Human rights
abuse
58%
19
6= Climate Change
58%
20
4= Terrorism
59%
21
4= Spread of
human disease
59%
22
3. Rising cost of
energy/ food
63%
23
2. Environment/
Pollution
64%
24
1. Extreme poverty
71%
Seriousness of Global Problems: Top
problems (‘very)
71%
64%
63%
59%
59%
58%
58%
58%
57%
48%
36%
34%
28%
Extreme poverty
Environment/pollution
Rising cost of energy/ food
Spread of human disease
Terrorism
Climate Change
Human rights abuse
State of the Global economy
War/ armed conflict
Violation of workers' rights
Power of Global Companies
Religious Fundamentalism
Transnational migration
Asked of half of sample
G2t. For each of the following possible global problems, please tell me if you see it as a very serious, somewhat serious, not very serious or not at all serious problem.
26
Australia74%
67%
66%
63%
63%
57%
51%
48%
44%
39%
36%
34%
18%
Extreme poverty
Human rights abuses
Environment/ pollution
Terrorism
War/ armed conflict
Climate Change
Rising cost of food / energy
State of the Global economy
Human diseases
Violation of workers' rights
Religious fundamentalism
Power of global companies
Transnational Migration
27
Brazil94%
90%
86%
86%
83%
82%
79%
77%
76%
60%
44%
43%
31%
Extreme poverty
Environment/ pollution
Human rights abuses
War/ armed conflict
Human diseases
Climate Change
Terrorism
Rising cost of food / energy
Violation of workers' rights
State of the Global economy
Religious fundamentalism
Power of global companies
Transnational Migration
28
Canada70%
64%
64%
62%
57%
49%
47%
47%
47%
44%
33%
33%
18%
Extreme poverty
Environment/ pollution
Human rights abuses
War/ armed conflict
Climate Change
Terrorism
Rising cost of food / energy
State of the Global economy
Human diseases
Violation of workers' rights
Power of global companies
Religious fundamentalism
Transnational Migration
29
Chile86%
83%
83%
79%
78%
73%
73%
67%
63%
60%
52%
36%
35%
Extreme poverty
Human diseases
Rising cost of food / energy
Environment/ pollution
Climate Change
Violation of workers' rights
State of the Global economy
Human rights abuses
War/ armed conflict
Terrorism
Power of global companies
Transnational Migration
Religious fundamentalism
30
China69%
53%
44%
38%
38%
34%
33%
32%
30%
27%
11%
10%
5%
Environment/ pollution
Climate Change
Human diseases
Extreme poverty
Terrorism
State of the Global economy
Violation of workers' rights
Rising cost of food / energy
War/ armed conflict
Human rights abuses
Religious fundamentalism
Power of global companies
Transnational Migration
31
Costa Rica85%
81%
80%
79%
78%
74%
69%
68%
67%
66%
57%
53%
44%
Environment/ pollution
Extreme poverty
Rising cost of food / energy
Human diseases
Climate Change
Human rights abuses
State of the Global economy
Violation of workers' rights
War/ armed conflict
Terrorism
Power of global companies
Transnational Migration
Religious fundamentalism
32
Egypt86%
82%
74%
73%
71%
71%
70%
69%
53%
52%
49%
45%
45%
Human diseases
Rising cost of food / energy
Human rights abuses
Environment/ pollution
Terrorism
Extreme poverty
War/ armed conflict
State of the Global economy
Violation of workers' rights
Climate Change
Power of global companies
Transnational Migration
Religious fundamentalism
33
France76%
74%
64%
63%
60%
59%
52%
51%
51%
45%
35%
27%
18%
War/ armed conflict
Extreme poverty
Environment/ pollution
Terrorism
Climate Change
Human rights abuses
State of the Global economy
Violation of workers' rights
Human diseases
Rising cost of food / energy
Religious fundamentalism
Power of global companies
Transnational Migration
34
Germany65%
61%
60%
58%
57%
54%
49%
42%
42%
38%
33%
29%
12%
War/ armed conflict
Extreme poverty
Human rights abuses
Terrorism
Environment/ pollution
Climate Change
State of the Global economy
Religious fundamentalism
Power of global companies
Violation of workers' rights
Rising cost of food / energy
Human diseases
Transnational Migration
35
India57%
56%
52%
43%
40%
36%
33%
31%
28%
27%
25%
23%
21%
Terrorism
Environment/ pollution
Extreme poverty
Human rights abuses
Human diseases
Rising cost of food / energy
Climate Change
War/ armed conflict
State of the Global economy
Violation of workers' rights
Religious fundamentalism
Power of global companies
Transnational Migration
36
Indonesia82%
76%
75%
68%
64%
56%
51%
51%
48%
48%
42%
31%
18%
Rising cost of food / energy
Extreme poverty
Terrorism
Human diseases
State of the Global economy
Human rights abuses
War/ armed conflict
Environment/ pollution
Climate Change
Violation of workers' rights
Religious fundamentalism
Power of global companies
Transnational Migration
37
Japan67%
54%
50%
45%
40%
40%
36%
22%
21%
20%
18%
12%
11%
Climate Change
State of the Global economy
Environment/ pollution
War/ armed conflict
Terrorism
Extreme poverty
Rising cost of food / energy
Human diseases
Human rights abuses
Religious fundamentalism
Violation of workers' rights
Power of global companies
Transnational Migration
38
Kenya81%
78%
73%
51%
51%
43%
42%
42%
38%
27%
27%
24%
22%
Extreme poverty
Rising cost of food / energy
Human diseases
Human rights abuses
State of the Global economy
Environment/ pollution
Violation of workers' rights
Climate Change
War/ armed conflict
Terrorism
Religious fundamentalism
Power of global companies
Transnational Migration
39
Mexico83%
81%
80%
79%
74%
74%
65%
63%
59%
50%
43%
32%
11%
Rising cost of food / energy
State of the Global economy
Climate Change
Human diseases
Environment/ pollution
Extreme poverty
Terrorism
Violation of workers' rights
Human rights abuses
Transnational Migration
Power of global companies
War/ armed conflict
Religious fundamentalism
40
Nigeria79%
74%
70%
59%
55%
52%
47%
41%
37%
37%
35%
31%
24%
Rising cost of food / energy
Extreme poverty
Human diseases
Human rights abuses
State of the Global economy
War/ armed conflict
Environment/ pollution
Violation of workers' rights
Terrorism
Power of global companies
Climate Change
Religious fundamentalism
Transnational Migration
41
Pakistan66%
62%
62%
60%
50%
46%
44%
42%
42%
33%
32%
29%
28%
Terrorism
Human rights abuses
Extreme poverty
Rising cost of food / energy
Human diseases
Religious fundamentalism
State of the Global economy
Environment/ pollution
Violation of workers' rights
War/ armed conflict
Transnational Migration
Climate Change
Power of global companies
42
Panama73%
69%
69%
67%
65%
60%
59%
54%
53%
50%
39%
38%
31%
Extreme poverty
Rising cost of food / energy
Environment/ pollution
Climate Change
Human diseases
Human rights abuses
State of the Global economy
War/ armed conflict
Terrorism
Violation of workers' rights
Power of global companies
Transnational Migration
Religious fundamentalism
43
Philippines87%
86%
77%
74%
74%
69%
63%
51%
48%
44%
42%
27%
21%
Extreme poverty
Rising cost of food / energy
Environment/ pollution
State of the Global economy
Climate Change
Human diseases
Human rights abuses
Violation of workers' rights
Power of global companies
Terrorism
War/ armed conflict
Religious fundamentalism
Transnational Migration
44
Russia64%
56%
54%
54%
52%
52%
47%
36%
32%
29%
19%
18%
16%
Cost of food and energy
Environment/ pollution
Extreme poverty
War/ armed conflict
Terrorism
Human diseases
Sate of the Global economy
Climate Change
Violation of workers' rights
Human rights abuses
Transnational Migration
Power of global companies
Religious fundamentalism
45
Spain92%
90%
87%
87%
79%
78%
78%
77%
65%
61%
52%
51%
47%
Extreme poverty
Human rights abuses
Terrorism
War/ armed conflict
Sate of the Global economy
Violation of workers' rights
Pollution/ environment
Climate Change
Human diseases
Cost of food and energy
Power of global companies
Migration
Religious fundamentalism
46
Turkey80%
77%
76%
76%
75%
74%
71%
65%
64%
63%
61%
60%
53%
Cost of food and energy
Terrorism
Extreme poverty
Sate of the Global economy
War/ armed conflict
Climate Change
Environment/ pollution
Human diseases
Power of global companies
Religious fundamentalism
Violation of workers' rights
Human rights abuses
Transnational Migration
47
UK75%
72%
64%
63%
61%
58%
57%
49%
46%
40%
37%
29%
26%
Extreme poverty
War/ armed conflict
Terrorism
Environment/ pollution
Climate Change
Human rights abuses
Sate of the Global economy
Human diseases
Cost of food and energy
Religious fundamentalism
Violation of workers' rights
Power of global companies
Transnational Migration
48
USA66%
65%
65%
58%
57%
54%
54%
48%
46%
41%
34%
33%
26%
Extreme poverty
Sate of the Global economy
War/ armed conflict
Human rights abuses
Terrorism
Cost of food and energy
Environment/ pollution
Human diseases
Climate Change
Violation of workers' rights
Religious fundamentalism
Power of global companies
Transnational Migration
Three ways to measure
3. What do you speak about
Most talked about problems
30%
29%
29%
28%
23%
19%
18%
16%
16%
8%
8%
6%
3%
3%
Rising cost of Food/ Energy
Extreme poverty/ hunger
Spread of human disease
State of Global economy
Environmental problems/ pollution
Terrorism
Climate Change
Human rights abuse
War/ armed conflict
Religiious fundamentalism/ problems
Transnational migration
Violation of workers rights
Growing power of global companies
Unemployment
Asked of half of sample G3. Which, if any, of the global issues that we've been talking about have you discussed with your friends or family during the past month?
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Seriousness of Issue vs How Commonly Issue Discussed
Average of 23 Countries
Asked of half of sample
Less
frequently
More
frequently
Rating as serious, versus talking about
To summarise
• 9 problems deemed ‘very serious’ by more than half people surveyed
• The world is worried
Regardless of the order, there’s a lot of it about
• 2009 – the year of Economic woesEconomic problems are top of mind, and
out of mouth
• More than age, sex, educationNational
differences matter
• Our problems overlap, and four types emerge. Security, impoverishment, environment, globalisation
There are 4 broad types of
concern
Next steps
• Chatham House event, January 18th,
• Booklets, PR, website, programming
Digest, discuss and disseminate the survey
• Track changesRepeat the
survey each year
• Word of Mouth studies – how are stories promoted, to whom
Understand process in more detail
55
