Results of Twelfth Survey Introduction: The UK Public Opinion Monitor (UK-POM) is a permanent panel of 6,000 people from across the UK that is maintained by the Institute of Development Studies (IDS) Sussex in the UK and the University of Guelph in Canada. The aim of the panel is to understand better how people view life in the UK and how their attitudes change over time. This can include aspects of their own life (for example their health, the things they consume and relations with others), and wider society (for example rates of crime, services provided by government and the UK s relations with other countries). The 12th survey of the UK Public Opinion Monitor was undertaken in April 2012 with 2,842 valid responses. The panel is broadly representative of the UK population, with sample weights used to correct for any remaining instances of over or under-representation. The major theme of the survey was famous people, celebrities and their work in the public domain. A summary of results is provided below. Engagement with news about celebrities As a starting point the survey enquired about the extent to which respondents read magazines that typically have a significant content of news about celebrities, and watched television programmes featuring popular celebrities. Overall, respondents had very limited engagement with such magazines (Figure 1) with at least 50 per cent indicating that they tried to avoid each of the titles presented. Even with the most popular titles, Hello, OK and Cosmopolitan, less than 20 per cent of respondents indicate that they read the magazine more than once per month. There was evidently greater engagement amongst respondents with television programmes featuring popular celebrities (Figure 2), notably Strictly Come Dancing. Further, very few respondents indicated that they had not heard of the programmes that were presented, suggesting at least widespread awareness of these television programmes. At the same time, however, a significant proportion of respondents, in many cases greater than 50 per cent, indicated that they tried to avoid these programmes. 1
Figure 1. Engagement with selected magazines in their hard copy or online format 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% FHM GQ Grazia Cosmopolitan Vanity Fair Tatler OK Hello! Heat Closer Look Always buy it Read it once a week or more Read it less than once a week but more than once a month Read it less than once a month Avoid it Never heard of it Figure 2. Viewing of selected television programmes screened in the last year 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% American Idol Celebrity Big Brother Celebtrity Juice X-Factor Emmerdale Dancing on Ice Safari Vet School Big Brother Strictly Come Dancing Coronation Street EastEnders Always try to watch it Watch it if I can Might watch it if I happened to be watching television Avoid it Never heard of it I don t watch television 2
% Whilst these suggest that most respondents to the survey had limited active engagement with the media in terms of reading magazines known for celebrity news and/or watching television programmes featuring celebrities, many had still looked at news about celebrities in the media. Thus, 23 per cent had looked at news about celebrities in the last 24 hours, whilst a further 22 per cent has done so in the last week (Figure 3). Only 17 per cent claimed they had never looked at news about celebrities. Figure 3. Occasion last looked at news about celebrities in any media 25 20 15 10 5 0 Cannot remember Never A month or more ago A week or more ago but less than a month More than three days ago but less than a week ago More than 24 hours ago but less than three days ago In the last 24 hours Respondents were asked why they had read particular stories about celebrities. Over 30 per cent indicated that they had bought or picked up a publication because of other content but had read the celebrity news anyway (Figure 4). This gives further credence to the fact that many respondents appeared not to seek out celebrity news, but were exposed to and attended to it anyway, through their more general use of the media. Indeed, a further 41 per cent of respondents indicated that they had recently read news about celebrities having been led to the story whilst either surfing the internet or spending idle time at home. Whilst a significant proportion of respondents seemed to pay at least some attention to celebrity news, this was evidently not a major preoccupation with most. Only 17 per cent indicated that they spent up to half an hour or more per week reading news about celebrities (Figure 5). Indeed, 48 per cent reported spending only five minutes or less per week reading news about celebrities, whilst 35 per cent claimed to spend no time at all. Even amongst respondents who spent relatively large amounts of time reading news about celebrities, little time was spent talking about this news with others. Thus only, 11 per cent reported spending half an hour or so or more per week talking about celebrity news. 3
% Figure 4. Reason read particular stories about celebrities I heard about it on Twitter from people who are not celebrities I am, or my friends are, celebrities who are in the news It was tweeted to me by celebrities I follow on Twitter My friends' websites/facebook site or blogs led me to it I had bought/picked up the publication containing the story because of the celebrity news it contains My friends told me about it and I was interested in learning more I looked for the story because I am interested in finding out about that particular celebrity and news about them I am generally interested in celebrity news and gossip I heard about the story somewhere else in the media and looked it up I was bored and there was nothing else to do I looked for the story because I heard that it was interesting or funny Can't remember I was filling in an idle moment while travelling or in a waiting room I was filling in an idle moment at home I was led to the story while surfing on the internet I had bought/picked up the publication containing the story because of its other content but read the celebrity news in it anyway 0 10 20 30 40 % Figure 5. Time spent reading and talking about celebrity news every week 60 50 40 30 20 10 0 Not at all Five minutes or less Up to half an hour Up to an hour More than an hour Reading celebrity news Talking about celebrity news Respondents who reported spending some time reading celebrity news were asked about their behaviour more generally in talking about news with others. Approximately, 72 per cent 4
reported talking about news in general with others, but not news about celebrities. The remaining 28 per cent claimed not to talk about any news with others. As well as the print and television media, people are exposed to news about celebrities through various forms of social media. Just over 26 per cent of respondents used Twitter, although less than seven per cent followed celebrities on Twitter. A much greater proportion (61%) of respondents used Facebook, Google+ or some other form of social media, although only five per cent reported following celebrities in this way. Attitudes towards news about celebrities Respondents were asked about their general attitudes towards news coverage of celebrities. The results suggest a distinction in the interest in famous people who are or are not considered celebrities. Thus, whilst 49 per cent indicated no interest in news relating to celebrities (Figure 6), 43 per cent expressed an interest in news about famous people or public figures who are not celebrities. Around 30 per cent considered news about celebrities not to be interesting, and 16 per cent found it annoying. Only seven per cent of respondents indicated that they find news about celebrities interesting. Figure 6. General attitudes to news coverage of celebrities It is important for my social life I find it interesting It is important in order to understand what is going on in the country and world affairs I find it entertaining I find it amusing I find it disturbing I find it annoying I am not interested in celebrities but am interested in famous people/public figures who are not celebrities I am not interested in it 0 20 40 60 % 5
Celebrities and charitable causes The remainder of the survey focused on celebrities and the promotion of charitable causes. Respondents were presented with a number of organisations and charities, some of which predominantly work in the UK and some of which have an international focus. Overall, there was a high level of awareness of these organisations, although there were appreciably lower levels of awareness for some, notably CAFOD, SCOPE and Action Aid (Figure 7). Relatively few respondents, however, were aware of any celebrities in relation to these charities and organisations. Thus, even in the case of Amnesty International, Save the Children and WWF with the highest level of association with famous people, less than 20 per cent of respondents were able to make such a link. Figure 7. Awareness of celebrities in relation to selected charities and organisations WWF Red Cross SCOPE Save the Children Oxfam MacMillan Cancer Support Help the Aged Christian Aid CAFOD British Heart Foundation Amnesty International Action Aid 0% 20% 40% 60% 80% 100% Not aware of the organisation Aware of the the organisation but not any famous people promoting it Aware of the organisation and famous people promoting it When asked about their reaction when celebrities promote charities and organisations such as those in Figure 7, around 50 per cent of respondents indicated that they take no notice of the message (Figure 8). A further 14 per cent indicated, more extremely, that they are put off the message. Conversely, 33 per cent indicated that they become more aware of the problem and/or charity or organisation when it is promoted by a celebrity. The predominant way in which respondents had encountered messages from celebrities for charities and organisations was through television (Figure 9), and to a lesser extent 6
% advertisements and news stories in newspapers. Very few respondents had encountered such messages through the internet, and especially through twitter, Facebook, Google+ or other forms of social media. Figure 8. Reaction when celebrities promote charities and organisations 60 50 40 30 20 10 0 The message persuades me to support the cause or change my behaviour in some other way I am put off by the message I become aware of the problem and the organisation I take no notice of the message Figure 9. Forms in which encountered famous people s messages for good causes Specialist webs like Look to the Stars or Ecorazzi Met in person because work/volunteer for an organisation that works with them Met in person Twitter Facebook,Google+ or other social media Heard at an event Internet Magazine Radio News story in a newspaper Advertisement Television 0 20 40 60 80 100 % 7
The survey results suggest that respondents see their own response to campaigns for charities and organisations featuring celebrities as somewhat different to the response by the population as a whole. Thus, only 11 per cent indicated that they pay more attention to campaigns fronted by celebrities. At the same time, 55 per cent felt that others pay more attention to such campaigns than they do themselves. This, perhaps, suggests a certain degree of lack of recognition, or even denial, of the level of attention given to messages for good causes by celebrities. The vast majority, almost 79 per cent, of respondents claimed never to have been persuaded to do anything by a celebrity s message for a good cause. Of the 21 per cent who had, 44 per cent indicated that they had made efforts to learn more about the issue, whilst 43 per cent had visited a website and/or clicked a link on the internet (Figure 10). Figure 10. Response to a famous person s message for a good cause when persuaded to do something Forwarded/retweeted/told other people about the message because I disliked it Done something to indicate that I don t like the message Forwarded/retweeted/told other people about the message because I liked it or found it interesting Clicked something on the internet Visited a website Tried to learn more about the issue 0 10 20 30 40 50 % Respondents were asked about any more concrete actions taken when they had become more deeply involved in a cause following a message from a celebrity. Around 68 per cent indicated that they had made a one-off donation (Figure 11). A further eight per cent had donated possessions and seven per cent had started making a regular donation. Very few had actually joined a campaign, joined an organisation, changed the way they voted or attended a meeting. This suggests that the chief impact of celebrities is to stimulate donations rather than bring about deeper commitments and actions by members of the public. 8
Figure 11. Actions taken in response to a famous person s message for a good cause when persuaded to do something Attending a meeting Changed the way I vote in a local or national election Joined an organisation/charity/party Joined a campaign Given time Set up regular donation Donated possessions Give money in a one-off donation 0 20 40 60 80 % Finally, respondents were asked for their views on efforts by celebrities to talk about poverty in other parts of the world (Figure 12). The results suggest a certain degree of ambiguity or even dissonance amongst respondents. On the one hand, famous people are considered to be good at raising awareness of poverty in other parts of the world and by using the media to such ends, they are considered to be putting their fame to good use. On the other hand, many are of the view that celebrities should give more of their own money to reduce poverty overseas. A significant minority, furthermore, are of the view that celebrities spend too much time fundraising rather than challenging the very reasons why global poverty exists, and even supporting the fight against poverty as a means to self-promotion. Further information For more information on the UK Public Opinion Monitor and/or the results of earlier surveys, please do not hesitate to contact Spencer Henson (s.henson@ids.ac.uk). Alternatively look at our website (www.ukpublicmonitor.org). 9
Figure 12. Attitudes towards famous people talking about poverty overseas I am more likely to take notice of messages from famous people I like than those I dislike Famous people should spend more time promoting causes at home than focusing on poverty overseas The cultures famous people promote do nothing to make the world a better place Famous people divert media attention from those who are actually making a difference to global poverty Famous people should put their money where their mouth is and give more of their own money to reduce poverty overseas Famous people do not have the expertise to speak about poverty Famous people are part of an elite whose very existence causes poverty overseas Famous people mainly support the fight against poverty in order to promote themselves Famous people spend too much time fundraising for charities and not enough time challenging why poverty exists in the first place Famous people who speak out about global poverty are better than those who do not By using media attention to combat poverty overseas, famous people put their fame to good use Famous people are good at communicating about poverty overeas in ways I can understand When famous people talk about their trips to poor countries I can relate to what they are saying Famous people are good at raising awareness of poverty in other parts of the world 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Disagree strongly Disagree Neither agree nor disagree Agree Agree strongly Don t know 10