The Ipsos Mori Issues Index for December 2018 highlights key concerns among British adults, with 67% citing EU/Europe/Brexit as the most important issue, followed by NHS healthcare at 42%. The document discusses long-term trends in public concern over various issues, showing how perceptions have evolved over the years, particularly in the context of political events. Notable issues include poverty/inequality, crime, housing, and the economy, all of which reflect significant societal challenges faced by the UK.

1. Ipsos MORI Issues Index | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may
not be disclosed or reproduced without the prior written consent of Ipsos.
1
December 2018
IPSOS MORI ISSUES INDEX
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary
information and may not be disclosed or reproduced without the prior written
consent of Ipsos.

2. 2Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues IndexBase: 971 British adults 18+, 7 – 20 December 2018
December 2018
67%
42%
21%
20%
19%
17%
17%
16%
13%
12%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?
% Position
+5
+4
+4 +4 p
-6 -1 q
+2 +1 p
-1 -2 q
0 -2 q
0
0
+3 +2 p
CHANGE SINCE NOV:
TOP MENTIONS %

3. 3Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues IndexBase: 971 British adults 18+, 7 – 20 December 2018
December 2018
67%
42%
21%
20%
19%
17%
17%
16%
13%
12%
54%
7%
4%
3%
2%
3%
1%
5%
2%
1%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
MOST/OTHER
IMPORTANT ISSUES
MOST IMPORTANT
ISSUE
TOP MENTIONS %
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?

4. 4Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Long term issues trends
TOP MENTIONS %
BRITAIN TODAY?
0
10
20
30
40
50
60
70
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
NHS
UNEMPLOYMENT
CRIME/LAW & ORDER
ECONOMY
IMMIGRATION
EU/EUROPE/BREXIT

5. 5Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Ten Year Trends
TOP MENTIONS %
BRITAIN TODAY?
NHS
UNEMPLOYMENT
HOUSING
ECONOMY
IMMIGRATION
EU/EUROPE/BREXIT
0
10
20
30
40
50
60
70
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Dec
2013
Dec
2014
Dec
2015
Dec
2016
Dec
2017
Dec
2018

6. 6Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST IMPORTANT ISSUE FACING BRITAIN TODAY?
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Single Biggest Issue 2010 - 2018
TOP MENTIONS %
NHS
UNEMPLOYMENT
ECONOMY
DEFENCE/TERRORISM
IMMIGRATION
EU/EUROPE/BREXIT
0%
10%
20%
30%
40%
50%
60%
May
2010
Feb
2011
Nov
2011
Aug
2012
May
2013
Feb
2014
Nov
2014
Aug
2015
May
2016
Feb
2017
Nov
2017
Aug
2018

7. 7Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
EU / Europe / Brexit
BRITAIN TODAY?
Treaty of
Accession: ten
new EU Member
States France and
Holland reject
ratification of
EU constitution
Lowest score
recorded (1%)
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
0
10
20
30
40
50
60
70
80
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Highest concern recorded
since Sept 1974 (67%)

8. 8Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
NHS / Hospitals / Healthcare
BRITAIN TODAY?
Report says waiting lists have
doubled under Labour
Lowest score since
December 1985 (12%)
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
Highest score since April
2002 (61%)
0
10
20
30
40
50
60
70
80
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018

9. 9Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Immigration / Immigrants
BRITAIN TODAY?
Border controls relaxed
for “A8” EU Countries
(Poland, etc.)
EU Border controls relaxed for
Romanians and Bulgarians
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
Highest concern ever
recorded (56%)
0
10
20
30
40
50
60
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Lowest score since
April 2002 (16%)

10. 10Ipsos MORI Issues Index | Public
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Economy / Economic situation
BRITAIN TODAY?
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
Sub-prime mortgage
crisis in the US Northern Rock
nationalised
Global recession and
Russian Financial crisis
Highest score since 1992; Most
important issue for the first time
0
10
20
30
40
50
60
70
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Lowest score since
December 2007 (16%)

11. 11Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Unemployment / Factory closure / Lack of industry
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
0
10
20
30
40
50
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Lowest ever score (5%)
Unemployment in Britain
rises to 5.5%
Minimum wage
introduced
Youth unemployment
reaches 1 million
Lowest score since
August 2008 (7%)
Unemployment falls
below 1 million for first
time in 25 years

12. 12Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Education / Schools
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
0
10
20
30
40
50
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Introduction of university
tuition fees; Education the
most important issue
Labour’s second term - pledge to
improve failing secondary schools
First City Academies introduced
Lowest score since Dec
1985 (9%)
Highest score since
April 2006 (27%)

13. 13Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Crime / Law & Order / Violence / Vandalism / ASB
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
0
10
20
30
40
50
60
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
May day riots Riots across
England
Lowest score since
March 1991 (8%)
Highest score since
August 2011 (27%)

14. 14Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Defence / Foreign Affairs / International terrorism
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
War in Kosovo
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
9/11 Invasion of
Iraq
“7/7” London Bombing
UK withdraws from Iraq
NATO
bombing in
Libya
Rise of
IS
Paris attacks and
Parliamentary vote
for action against
IS in Syria
London
Bridge
attackParliamentary
vote against
action in Syria
0
10
20
30
40
50
60
70
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018

15. 15Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Poverty/inequality
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
0
5
10
15
20
25
Dec
1997
Dec
1998
Dec
1999
Dec
2000
Dec
2001
Dec
2002
Dec
2003
Dec
2004
Dec
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Dec
2013
Dec
2014
Dec
2015
Dec
2016
Dec
2017
Dec
2018
Sept 1999:
Alastair Darling – “one child in three”
living in poverty
December 2018:
highest recorded score since
Dec 1997 (21%)

16. 16Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Housing
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
0
5
10
15
20
25
30
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Highest score since
October 1974 (22%)

17. 17Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Pensions/Social Security/Benefits
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
Equitable Life sells its
non-profit pension
annuities
Labour proposes ‘affluence
testing’ to exclude the well-off
from state benefits
Gordon Brown unveils
pension credits
Pensions commission report – “more
than 12 million working people are not
saving enough for their retirement”
Lowest ever
score (3%)
0
5
10
15
20
25
30
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018

18. 18Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues IndexBase: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home
Pollution / Environment
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING
BRITAIN TODAY?
CAMERON BECOMES PM
VOTE FOR BREXIT;
MAY BECOMES PM
GE
2017
Widespread flooding
during wet autumn
Nine killed in gales
across Britain
Winter flooding and
storms
0
5
10
15
20
25
May
1997
May
1998
May
1999
May
2000
May
2001
May
2002
May
2003
May
2004
May
2005
May
2006
May
2007
May
2008
May
2009
May
2010
May
2011
May
2012
May
2013
May
2014
May
2015
May
2016
May
2017
May
2018
Highest score since
June 2007 (13%)

19. 19Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues Index
Party support
79%
50%
14%
27%
14%
16%
18%
24%
10%
15%
68%
45%
29%
14%
23%
19%
18%
13%
16%
8%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
CONSERVATIVE
SUPPORTERS
LABOUR
SUPPORTERS
TOP MENTIONS %
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?
Base: 971 British adults 18+, 7 – 20 December 2018

20. 20Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues Index
Men and women
70%
41%
20%
22%
18%
21%
16%
16%
13%
11%
64%
43%
22%
18%
20%
14%
18%
15%
13%
12%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
MEN
WOMEN
TOP MENTIONS %
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?
Base: 971 British adults 18+, 7 – 20 December 2018

21. 21Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues Index
Social grade
79%
48%
25%
24%
22%
22%
22%
14%
17%
15%
53%
34%
16%
14%
16%
11%
10%
18%
8%
7%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
ABC1
C2DE
TOP MENTIONS %
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?
Base: 971 British adults 18+, 7 – 20 December 2018

22. 22Ipsos MORI Issues Index | Public
WHAT DO YOU SEE
Source: Ipsos MORI Issues Index
Age group
52%
32%
23%
14%
17%
16%
14%
9%
15%
5%
72%
43%
22%
26%
23%
22%
21%
18%
14%
14%
71%
49%
18%
20%
17%
14%
16%
19%
11%
14%
EU/Europe/Brexit
NHS/Hospitals/Healthcare
Poverty/Inequality
Crime/Law and Order/ASB
Housing
Economy
Education/Schools
Immigration/immigrants
Pollution/Environment
Ageing population
18-34
35-54
TOP MENTIONS %
AS THE MOST/OTHER
IMPORTANT ISSUES
FACING BRITAIN TODAY?
55+
Base: 971 British adults 18+, 7 – 20 December 2018

23. 23Ipsos MORI Issues Index | Public
Source: Ipsos MORI Issues Index
Age and social grade
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING BRITAIN TODAY?
AGEBRACKET
18-34
55+
35-54
18-34
81%
53%
23%
EU/BREXIT NHS CRIME/POVERTY
58%
44%
22%
EU/BREXIT NHS IMMIGRATION
86%
55%
29%
EU/BREXIT NHS CRIME
53%
28% 21%
EU/BREXIT NHS CRIME/ HOUSING
67%
34% 27%
EU/BREXIT NHS POVERTY
46%
29%
18%
EU/BREXIT NHS POVERTY
ABC1 C2DE
SOCIAL GRADE
Base: 971 British adults 18+, 7 – 20 December 2018

24. 24Ipsos MORI Issues Index | Public
Ipsos MORI Issues Index
Concern about Brexit/EU by subgroup
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING BRITAIN TODAY?
67% 70%
64%
79%
68%
83% 74%
59%
47%
Overall Men Women CON LAB AB C1 C2 DE
70%
66%
61%
79%
Concern by
59%
55% 60% 71% 72% 73% 70%
18-24 25-34 35-44 45-54 55-64 65+
region
Concern about the EU/Brexit by key demographic groups:
Concern about the EU/Brexit by age:
SOCIAL GRADEGENDER PARTY SUPPORT
Base: 971 British adults 18+, 7 – 20 December 2018

25. 25Ipsos MORI Issues Index | Public
Ipsos MORI Issues Index
Concern about the NHS by subgroup
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING BRITAIN TODAY?
45%
39%
38 %
54%
Concern by
36%
34% 30% 44% 43% 55% 45%
18-24 25-34 35-44 45-54 55-64 65+
region
Concern about the NHS by age:
Base: 971 British adults 18+, 7 – 20 December 2018
42% 41% 43%
50%
45%
55%
42%
38%
31%
Overall Men Women CON LAB AB C1 C2 DE
Concern about the NHS by key demographic groups:
SOCIAL GRADEGENDER PARTY SUPPORT

26. 26Ipsos MORI Issues Index | Public
26% 20% 25% 20% 22% 16%
Ipsos MORI Issues Index
Concern about poverty/inequality by subgroup
WHAT DO YOU SEE AS THE MOST/OTHER IMPORTANT ISSUES FACING BRITAIN TODAY?
35%
20%
17%
23%
Concern by
21%
18-24 25-34 35-44 45-54 55-64 65+
region
Concern about poverty/inequality by age:
Base: 971 British adults 18+, 7 – 20 December 2018
21% 20% 22%
14%
29%
26% 25%
16% 16%
Overall Men Women CON LAB AB C1 C2 DE
Concern about poverty/inequality by key demographic groups:
SOCIAL GRADEGENDER PARTY SUPPORT

27. Ipsos MORI Issues Index | Public
© 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may
not be disclosed or reproduced without the prior written consent of Ipsos.
27
December 2018
IPSOS MORI ISSUES INDEX
For more information contact:
Gideon.Skinner@ipsos.com
Michael.Clemence@ipsos.com