1. “What should you call people from Britain?”
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winners asked as part of Vision Critical’s UK omnibus.
This question was asked 18 November, 2011, with a base just over 2000 people. If you’d like to know more
about Vision Critical’s omnibus or online field services please contact will.cooper@visioncritical.com.

2. What should you call people from Britain?
Data table on next page, fieldwork Nov 18, 2011
Following a suggestion that the term ‘Brits’ might not be popular, AskVC asked over 2000 people from the
Vision Critical’s National Panel SpringboardUK “What is your preferred term for those from Britain?”
As the Chart to the left shows, the
speculation that people may not care
for the term Brits appears to be well
founded.
In this sample almost three-quarters
said they preferred the term British.
However, in AskVC’s defence the term
Brit comes in second, but with just
15% saying it is their preferred term.
Therefore, we have resolved to say
British in the future.
There were no material differences between the answers from men and women nor on the basis of social class.
But, there were differences in emphasis between younger and older respondents and between London and
Scotland. Those aged 18-34 years and those in Scotland were a little less likely to say they preferred the term
British and a little more likely to say they preferred the term Brits.
Of those who said ‘Other’ there were a sizable minority who said they preferred a term more specific, such as
English, Scottish, or Welsh.
Comments by Stephanie Hall and Ray Poynter

3. What should you call people from Britain?
What is your preferred term for those from Britain?
Region Gender Age Social Grade
Rest of Midlands
Total London South Wales North Scotland Male Female 18-34 35-54 55+ ABC1 C2DE
BASE: All Respondents
2004 254 647 430 494 178 971 1033 565 723 717 1023 981
BASE: UNWEIGHTED
2004 260 654 384 543 163 993 1011 548 702 754 984 1020
Brits
300 41 93 73 75 17 142 158 108 116 76 157 142
15% 16% 14% 17% 15% 10% 15% 15% 19% 16% 11% 15% 15%
Britons
60 11 15 11 16 7 37 23 24 18 18 28 32
3% 4% 2% 3% 3% 4% 4% 2% 4% 2% 3% 3% 3%
British
1440 170 475 310 352 134 684 756 339 524 577 744 696
72% 67% 73% 72% 71% 75% 70% 73% 60% 72% 81% 73% 71%
Limeys
18 1 6 3 5 4 16 3 16 0 2 15 3
1% 0% 1% 1% 1% 2% 2% 0% 3% 0% 0% 1% 0%
Poms
5 4 1 1 - - 4 1 4 - 1 4 1
0% 1% 0% 0% 0% 0% 1% 0% 0% 0%
UK
128 21 35 24 36 12 60 68 66 44 18 50 78
6% 8% 5% 6% 7% 7% 6% 7% 12% 6% 2% 5% 8%
Other – please specify
53 7 23 9 10 5 29 25 8 21 25 24 29
3% 3% 4% 2% 2% 3% 3% 2% 1% 3% 3% 2% 3%
If you’d like to ask a question to the Brits, shout it out on Twitter using the hashtag #AskVC