Swine Flu - What Do People Think? - Global Reaction

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The WIN Network Swine Flu study interviewed 18,558 respondents across 19 countries to evaluate respondents’ perceptions of the Swine Flu pandemic in their country. …

The WIN Network Swine Flu study interviewed 18,558 respondents across 19 countries to evaluate respondents’ perceptions of the Swine Flu pandemic in their country.

Data was collected by online, telephone and face-to-face methodologies from the end of June to the start of July 2009.

Each sample is representative of its country’s population in terms of socio-demographic variables.

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  • 1. swine flu what do people think? global reaction ICM Research
  • 2. Worldwide Independent Network of Market Research WIN brings together the greatest independent firms of Market Research throughout the world. These firms came together to create a global platform on which International Business can be exchanged, while still delivering the highest quality of expertise, professionalism and client care. WIN provides flexibility and speed to conduct research globally or in specific regions depending on the client's demands. Our network offers more than global presence to its Members; it offers a cosmopolitan solution. Beyond enabling international research, WIN allows each Member to conduct the most appropriate research in any given region or on a global scale. WIN offers the highest level of market expertise, regional knowledge, and an unprecedented range of products, services and methodologies anywhere in the world. ICM Research 2
  • 3. contents swine flu – what do people think? global reaction Swine Flu - Overview 4 Findings Summary 5 Global Outlook 6 Global Concern 7 State of Preparation 8 Concern vs. Preparation 9 Country-by-country reports 10 The Pandemic Worldwide 30 Research Methodology 31 ICM Research 3
  • 4. swine flu - overview Swine Flu is a respiratory disease from influenza type A that infects pigs. A global pandemic was declared by the World Health Organisation (WHO) on 11 June 09 after the virus was confirmed in humans in at least two world regions As of 6 July there were just under 100,000 global confirmed cases, with 421 deaths Whilst global headlines continue to be dominated by news of Swine Flu, there is some anecdotal evidence that discussion amongst individuals may be falling or tapering off. In this context, the purpose of this study is two-fold: to understand the concern of individuals about swine flu in their country, and to gauge the perceived preparedness of governments to deal with mass outbreaks in each country ICM Research Sources: WHO, CPC, HPA (UK), governments, BBC 4
  • 5. findings summary Lack of concern key questions How concerned are Across the countries studied, and particularly individuals about Swine in Europe there is a lack of concern about Swine Flu Flu in their countries? In just two countries (China and Bolivia) were more than half of respondents quite or very Do they think their concerned by the spreading pandemic countries are prepared Whilst the illness continues to dominate global for a mass outbreak? headlines, just 28% of respondents in countries studied said they were quite or very concerned Females tended to be slightly more concerned (32% vs. 24% for men ) and less sure of their countries preparedness for an outbreak (44% vs. 49% for men) Varied preparedness Of those we studied, most European countries felt themselves well-prepared for a mass outbreak. As well as being amongst the most concerned, the people of Argentina & Bolivia also felt themselves least prepared ICM Research Official data Finally, official data on the incidence of Swine Flu from the WHO has apparently little impact on people’s perceptions in their countries 5 5
  • 6. not worried and unprepared The USA, Canada, UK, Russia, Australia, Japan and Mexico are relatively unconcerned by Swine Flu, global outlook despite feeling themselves to be relatively prepared and not worried unprepared for the pandemic. Those who think themselves most prepared tend to be amongst the least worried by Swine Flu. These countries tend to be in Western Europe – Switzerland, Austria, Netherlands, Germany, Italy – and also Iceland prepared but still worried worried and The populations of France and China, though unprepared thinking themselves prepared to deal with Swine ICM Research Flu, remain concerned by the pandemic Argentineans and Bolivians are amongst the most concerned countries and also those who consider themselves least well prepared for the pandemic. 6
  • 7. global concern The Chinese and Bolivians are key learning Personal concern (quite/very) about Swine Flu in their country most personally concerned by Swine Flu. France and Italy Total 28% excepted, fewer than a quarter of Europeans are China 64% concerned Bolivia 59% Argentina 41% France 40% Brazil 36% The global fear Mexico 33% Russia 29% Just over a quarter (28%) of respondents across the countries studied were Italy 27% concerned personally about the threat Iceland 22% of Swine Flu U K 21% UA S 21% Age concern Canada 20% Concern was slightly higher amongst SK . orea 20% younger people with around a third Japan 16% (32%) of under 35 year olds saying they Australia 15% were concerned, compared to 27% of ICM Research G any erm 14% 35-54 year olds and 23% of those over 55 Netherlands 7% years old Switzerland 7% A ustria 3% Q1. How concerned are you personally about Swine flu in [YOUR COUNTRY] Base: All respondents (18558) 7
  • 8. state of preparation Agreement (tend to / strongly) that their country is well-prepared for a mass outbreak of Swine Flu Total 47% Switzerland 83% Austria 75% The Swiss and Austrians Overall, Europeans key learning China 71% consider themselves more consider themselves Italy 66% prepared than other nations. prepared for a mass France 65% As well as being amongst the outbreak of Swine Flu, Netherlands 63% with only the UK (38%) most concerned, Argentina Iceland 60% having fewer than half & Bolivia also feel themselves least prepared G any erm 53% agreeing the country is M exico 43% prepared for an SK. orea 41% outbreak Brazil 40% Russia, Argentina and Canada 40% Bolivia felt least Australia 39% prepared – and under a U K 38% third of Americans Japan 38% thought their country ICM Research UA S 32% prepared for a mass Russia 28% outbreak Argentina 14% Bolivia 12% Q2. To what extent do you agree or disagree with the following statement? “Your country is well prepared for a mass outbreak of Swine Flu” Base: All respondents (18558) 8
  • 9. concern vs. preparation key learning Generally, greater confidence in the % Agree the country is prepared for a mass outbreak of swine flu 100% Prepared, and not worried Prepared, but still worried country’s preparation means less personal Switzerland concern 75% Austria China Italy France Netherlands Iceland Germany 50% Korea Brazil Australia Canada Mexico UK Japan USA Russia 25% Argentina #REF! Bolivia Unprepared, but not worried Worried and unprepared ICM Research 0% 0% 25% 50% 75% % Concerned personally about Swine Flu in their country Q1. How concerned are you personally about Swine flu in [YOUR COUNTRY] Base: All respondents (18558) Q2. To what extent do you agree or disagree with the following statement? “Your country is well prepared for a mass outbreak of Swine Flu” Base: All respondents (18558) 9
  • 10. country-by-country ICM Research 10
  • 11. united kingdom The UK Public is not worried, and doesn’t think it’s prepared Concern Commentary WHO data indicates that incidence of swine flu in the UK is quite high 30% 47% 16% 6% Just 6% of Britons are personally very concerned about Swine Flu Most are fairly neutral about the UK’s state of preparation for a Swine Not Little Quite V C ery oncerned Flu outbreak, with few showing strong confidence or concern British females are more worried about Swine Flu and less confident with the state of current preparations than males Preparation Concern with Swine Flu and confidence in current preparations are remarkably similar by region and age. 7% 21% 28% 34% 5% However ABs show least personal concern and greatest confidence with current preparations Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 UK 50 0 11
  • 12. argentina The Argentine public is quite worried and doesn’t think it’s prepared Concern Commentary Argentineans show quite high personal concern about Swine Flu, with nearly a fifth (18%) being very concerned 27% 33% 22% 18% Almost half (47%) of Argentines strongly disagree that their country is prepared for a mass outbreak of Swine Flu Not Little Quite V C ery oncerned Argentines aged 35-54 years show greatest concern and also least confidence that their country is prepared Preparation Argentine females show much more concern about Swine Flu, but are no more distrusting of the preparation 47% 21% 17% 10% 4% of their country in case of a mass outbreak Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 12
  • 13. australia The Australian public is not worried and not very prepared Concern Commentary Official data suggests incidence of Swine Flu in Australia is very high – second only to Canada 33% 52% 12% 3% However, this has not translated into much concern, with just 3% of Australians claiming to be “very concerned” Not Little Quite V C ery oncerned (1% among Australians aged 55+!) Australians are fairly divided in their opinion of Preparation preparation for a mass outbreak, with slightly more showing confidence in preparations 6% 24% 31% 32% 7% In contrast to many other countries, Australian men and women show remarkable agreement in their perception Strongly Disagree T to end Neither T to end Strongly Agree of personal risk and of Australia’s preparation to deal with a mass outbreak. Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 13
  • 14. austria The Austrian public is not at all concerned and very well prepared Concern Commentary With WHO data indicating an extremely low 80% 17% 2% 1% incidence of Swine Flu in Austria and Austrians showing strong confidence in their country’s Not Little Quite V C ery oncerned state of preparation, Austrians show minimal concern with Swine Flu Preparation The lack of concern and great confidence in the country’s preparations is shared by all Austrians: 2%6% 10% 34% 41% males, females and people of all ages Strongly Disagree T to end Neither T to end Strongly Agree Both the strength and uniformity of opinion on Swine Flu among Austrians is striking. Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 14
  • 15. bolivia Bolivians are very concerned about Swine Flu and consider their country ill-prepared Concern Commentary Despite the low official incidence of Swine Flu in Bolivia, Bolivians show much more concern for Swine Flu than 14% 24% 27% 32% any other Latin American country, with one third being very concerned Not Little Quite V C ery oncerned Bolivians feel strongly that their country is not well- prepared against a Swine Flu outbreak. Just 4% strongly Preparation agree that their country is well-prepared The bleak evaluation is felt widely in Bolivia, with few 50% 28% 9% 7% 4% strong differences emerging between males and females or population groups of different ages Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 15
  • 16. brazil Brazilians aren’t very worried and don’t consider their country particularly well-prepared Concern Commentary Overall, Brazilians show neither strong concern nor great confidence in their country to deal with Swine Flu 26% 38% 26% 9% However, the average conceals vast differences: there is remarkable lack of agreement with either concern or the Not Little Quite V C ery oncerned state of preparation There are few differences in opinions among different Preparation age groups However, Brazilian women show much more concern 25% 23% 9% 20% 20% with Swine Flu and slightly less confidence in the current state of preparation for a mass outbreak Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 16
  • 17. canada Canadians show quite low concern and generally think their country is not well-prepared Concern Commentary Despite the highest incidence in the world, almost 80% of Canadians indicate no or little concern with Swine Flu – 28% 52% 14% 7% just 7% are very concerned Few Canadians show strong opinions on the state of Not Little Quite V C ery oncerned preparation for a mass outbreak, with 31% neither agreeing / disagreeing Preparation Older Canadians (aged 55+) show more concern than other Canadians with Swine Flu, but are actually the 5% 19% 31% 34% 6% most likely to agree that their country is prepared Similar to many other countries, Canadian women are Strongly Disagree T to end Neither T to end Strongly Agree more concerned with Swine Flu, and less confident in the state of their preparations Concern and Preparation Incidence of Swine Flu 250 (cases per million) (WHO) 200 150 ICM Research 100 50 0 17
  • 18. china Chinese are unique as being both very concerned and very prepared for a mass outbreak of Swine Flu Concern Commentary Despite one of the very lowest incidences of Swine Flu in the world, 2% 34% 33% 30% Chinese people show great concern with Swine Flu. Just 2% of Chinese indicate no concern (contrast to 80% of Not Little Quite V C ery oncerned Austrians!) However, Chinese people indicate confidence in their Preparation country’s preparations. 21% of Chinese strongly agree China is well-prepared 2%6% 19% 51% 21% Chinese aged 35-54 years are slightly more concerned than younger Chinese Strongly Disagree T to end Neither T to end Strongly Agree In contrast to other countries, Chinese men show more concern with Swine Flu than women Concern and Preparation Incidence of Swine Flu 250 (cases per million) (WHO) 200 150 ICM Research 100 50 0 18
  • 19. france The French public considers itself quite prepared but is still fairly worried about Swine Flu Concern Commentary Despite low incidence indicated by WHO, France is most concerned country in Europe surveyed. 12% of French public is “very 29% 30% 28% 12% concerned” with Swine Flu – a minority, but high vs. to most other countries surveyed However, the French do generally agree that their country is well- Not Little Quite V C ery oncerned prepared against a mass outbreak. Just 9% disagree strongly Some ennui is revealed among the younger French who are least Preparation likely to be personally concerned or confident in their country’s preparations French women indicate much more concern than men with Swine 9% 10% 12% 43% 22% Flu (45% vs. 35%), but show the same opinion as men in the preparation of their country for a mass outbreak Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 19
  • 20. germany Germans are not concerned and consider themselves quite well-prepared for a mass outbreak Concern Commentary With a very low level of incidence of Swine Flu (WHO data) 85% of Germans indicate no or little concern 36% 49% 10% 4% However, Germans are quite confident with the state of preparation, with just 4% strongly disagreeing that Not Little Quite V C ery oncerned Germany is well-prepared Although there are few differences between Germans of Preparation different ages, in-line with most other countries, German women show more concern and less confidence in the 4% 14% 25% 35% 18% preparations for Swine Flu than German men Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 20
  • 21. iceland Icelanders consider themselves quite well prepared and are not very concerned about Swine Flu Concern Comments In-line with the low incidence of Swine Flu, few (3%) Icelanders are not very concerned about Swine Flu, with almost four in five (78% 32% 46% 18% 3% )claiming to be not or a little concerned Icelanders consider themselves quite well prepared, with 20% strongly agreeing that their country would be well-prepared for a Not Little Quite V C ery oncerned mass outbreak Older Icelanders show markedly more concern about Swine Flu, but Preparation also greater confidence in their preparation for a mass outbreak than younger Icelanders Consistent with most other countries, Icelandic women show much 2% 9% 20% 42% 18% greater concern and much less confidence in their country’s preparation for a mass outbreak. Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 21
  • 22. italy Italians are not worried and consider their country quite well-prepared for a Swine Flu outbreak Concern Commentary With one of the lowest official incidences of Swine Flu in the world, almost three-quarters of Italians declare to be 43% 29% 19% 8% not or only a little concerned about Swine Flu There’s overall agreement amongst Italians that Italy is Not Little Quite V C ery oncerned quite well-prepared against a mass outbreak of Swine Flu. However, one-in-five (21%) do disagree, suggesting Preparation some discord Whilst these views are shared by Italians of all ages, 8% 13% 10% 52% 14% Italian women are more concerned about Swine Flu than men (although their confidence in the country’s Strongly Disagree T to end Neither T to end Strongly Agree preparation is similar to men’s). Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 22
  • 23. japan The Japanese public has little concern for Swine Flu, but is reluctant to consider itself well-prepared Concern Commentary 64% of Japanese claim to be “a little” concerned with Swine Flu – a much bigger proportion than any other country. Just 5% are very 18% 64% 12% 5% concerned Japanese are unwilling to be drawn on a clear evaluation of their preparation, with just 4% strongly agreeing and 6% strongly Not Little Quite V C ery oncerned disagreeing that their country is well-prepared for a mass outbreak Older Japanese are more concerned about Swine Flu than younger Preparation people, and Japanese women are more concerned than men However, there’s remarkable consistency across demographic groups in perception of preparation for a mass outbreak. 6% 17% 34% 35% 4% Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 23
  • 24. south korea South Koreans have little concern and limited confidence in preparation for Swine Flu Concern Commentary With a very low official incidence of Swine Flu, South Koreans declare generally little concern for themselves, 22% 55% 11% 10% with 78% stating none or a little concern South Koreans generally do not commit to strong Not Little Quite V C ery oncerned opinions of their country’s level of preparation. Overall however, there are almost equal numbers who consider Preparation their country prepared or not prepared Older Koreans are more concerned than younger 8% 29% 15% 36% 5% Koreans. Also, Koreans aged 55+ show very much greater confidence (56%) in their country’s preparation Strongly Disagree T to end Neither T to end Strongly Agree than younger Koreans (35% among 35-54s, and 37% among <34 years. Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 24
  • 25. mexico Only a small minority of Mexicans are very concerned, but strong discord on the level of preparation Concern Commentary Despite being the birthplace and retaining a high official incidence of Swine Flu, two in five (43%) of Mexicans 43% 23% 23% 10% claim to be not at all concerned Mexicans show discord over the current level of Not Little Quite V C ery oncerned preparation for a mass outbreak: over 20% strongly disagree and 13% strongly agree Preparation While the oldest (55+) Mexicans show least concern, Mexican men are much more concerned (40%) than 22% 18% 13% 31% 13% women (26%) with Swine Flu Agreement with the level of preparation in Mexico is Strongly Disagree T to end Neither T to end Strongly Agree similar for people of all ages and for both men and women. Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 25
  • 26. netherlands The Dutch public are almost entirely unconcerned, and consider themselves well-prepared Concern Commentary With a very low official incidence of Swine Flu, the Dutch public shows little concern – only Switzerland and Austria 60% 33% 5%2% have more citizens claiming no concern Widespread agreement in the Netherlands that the Not Little Quite V C ery oncerned country is well-prepared for a mass outbreak of Swine Flu – just 3% strongly disagree Preparation Feelings of concern are similar across age groups and amongst men and women. However, Dutch people 3% 16% 14% 54% 9% aged 55+ are less likely to agree that their country is well-prepared for a mass outbreak. Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 26
  • 27. russia The Russians consider themselves not prepared, but show limited concern for Swine Flu Concern Commentary Despite the lowest official incidence of Swine Flu in the countries researched, Russians show some concern: 29% 25% 47% 23% 6% are either very or quite concerned, vs. 25% being not at all concerned (contrast to 80% in Austria) Not Little Quite V C ery oncerned Russians hold a wide range of views on the preparation for a mass outbreak, although the balance is negative Preparation rather than positive Russian women are much more concerned about Swine 11% 36% 25% 22% 6% Flu than men, and are less likely to be confident in their country’s preparation for a mass outbreak. Strongly Disagree T to end Neither T to end Strongly Agree Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 27
  • 28. switzerland The Swiss consider their country to be best-prepared of all, and show minimal concern for Swine Flu Concern Commentary 92% of Swiss have no or little concern for Swine 62% 30% 5%2% Flu – supported by a very low official incidence and strong confidence among Swiss that their Not Little Quite V C ery oncerned country is well-prepared against a mass outbreak Preparation Just 6% of all Swiss disagree that their country is well-prepared against Swine Flu 2% 8% 4% 47% 37% These opinions are felt widely throughout Swiss Strongly Disagree T to end Neither T to end Strongly Agree society, as no observable differences emerge between different population groups. Concern and Preparation Incidence of Swine Flu (WHO) 250 (cases per million) 200 150 ICM Research 100 50 0 28
  • 29. united states American opinion is divided on the level of preparation, however, few Americans are very concerned Concern Commentary Despite a relatively high official incidence of Swine Flu, 79% of Americans declare to be either not at all or a 25% 54% 14% 7% little concerned with Swine Flu Americans hold a wide range of views on the current Not Little Quite V C ery oncerned state of preparation. However, opinions are generally weak, with a very small minority strongly agreeing or Preparation strongly disagreeing that their country is well-prepared American men are more likely to concur that their 7% 33% 28% 27% 5% country is well prepared against an outbreak of Swine Flu, although incidence of concern is similar between Strongly Disagree T to end Neither T to end Strongly Agree men and women. Concern and Preparation Incidence of Swine Flu 250 (cases per million) (WHO) 200 150 ICM Research 100 50 0 29
  • 30. the pandemic worldwide data to 6 July 09 Russia Cases: 3 Deaths: 0 WORLDWIDE Cases: 94431 Deaths: 421 Iceland Netherlands Cases: 4 UK Cases: 135 Deaths: 0 Cases: 7447 Deaths: 0 Deaths: 7 Germany Cases: 505 Deaths: 0 France Cases: 310 Deaths: 0 Canada Cases: 7983 Deaths: 25 Italy Cases: 146 Austria Deaths: 0 Cases: 19 USA Japan Cases: Deaths: 0 Cases: 1790 33902 S. Korea Deaths: 0 Deaths: 170 Cases: 202 Mexico China Deaths: 0 Cases: Cases: 2040 10262 Deaths: 0 Deaths: 119 ICM Research Bolivia Cases: 416 Deaths: 0 Australia Cases: 5298 Deaths: 10 Argentina Cases: 2485 Deaths: 60 Sources: WHO, CPC, HPA (UK), governments, BBC 30
  • 31. research methodology Country # Respondents The WIN Network Swine Flu study Argentina 498 Australia 638 interviewed 18,558 respondents Austria 501 across 19 countries to evaluate Bolivia 720 respondents’ perceptions of the Brazil 2001 Swine Flu pandemic in their country Canada 1524 Data was collected by online, China 1510 telephone and face-to-face France 1007 methodologies from the end of Germany 1008 Iceland 764 June to the start of July 2009 Italy 1002 Each sample is representative of its Japan 1028 country’s population in terms of South Korea 814 socio-demographic variables. Mexico 504 ICM Research Netherlands 488 Russia 1000 Switzerland 508 UK 2038 USA 1005 31
  • 32. swine flu what do people think? global reaction ICM Research