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YouGov is a global market research and analytics company providing insights into what the world really thinks, does, wants, and buys.

We connect daily with millions of engaged members worldwide to gather their opinions, behaviors, and preferences. By sharing your reality, you help companies, brands, and governments make better decisions that meet your needs. Join YouGov and be part of the data powering tomorrow's decisions. For further information, visit yougov.com

18/09/2024

Ten years ago, Scotland voted to remain part of the UK by 55% to 45%.

Our latest tracker shows that a decade later, opinion remains roughly the same - 56% of voters would opt for 'No' and 44% would choose 'Yes'.

That is not to say that Scots haven't changed their mind on the issue, however. In fact, 18% of 2014 Yes voters would now vote against independence, while 11% of those who voted No would now be in favour.

In addition to this, the youngest generation of Scots - none of whom will have been old enough to vote 10 years ago - are more pro-independence than their elders, currently splitting 39% in favour of independence to 31% against (with the rest unsure or unwilling to vote).

Find out more about the Scottish independence landscape on the YouGov website at https://okt.to/sUVwHg

What do you think of Scottish independence? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at https://okt.to/IpCtMr

19/08/2024

Taylor Swift is back in the UK, and to celebrate we asked Swifties to tell us their favourite albums and songs.

1989 tops the list of albums at 32% - Taylor rereleased 1989 in October, and as a result more fans now list it as their favourite than did when we asked last March (22%)

Since the last time we asked Taylor has also released a new album, The Tortured Poets Department, which 7% of fans say is their top pick

When it comes to best songs, Love Story, Shake It Off and Blank Space top the list - but according to how many fans? And how do these choices compare with American fans' picks? Check it out on the YouGov website at https://okt.to/LV6xtT

What do you think of Taylor Swift, pop music in general, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at https://okt.to/bpcIeN

16/08/2024

Say hello to the scone pronunciation map of Britain!

The most likely area in the UK to rhyme scone with 'gone' is County Durham (89%).

Meanwhile, the East Midlands is a bastion for the 'bone' pronunciation, with folks in Derbyshire most likely to say it this way (79%)

How does your area compare? See the full data here: https://okt.to/W7JAlo

How do you think 'scone' should be pronounced, whether jam or cream should go on first, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up here: https://okt.to/Gikopx

12/08/2024

Do you have what it takes to be an Olympian? One in four Britons certainly think they do, telling us that there is at least one event from a list of 25 Olympic sports that they could qualify for Los Angeles 2028 if they started training the next day

The public are most likely to fancy their chances at shooting sports, with 15% thinking they could qualify for the air rifle event and 13% the archery

Unsurprisingly younger adults are more likely to think they have a shot than their elders, and men are slightly more likely than women to think they could be an Olympian

Read more about the data here: https://okt.to/sLimf9

What do you think about the 2024 Olympics, sport in general, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up here: https://okt.to/6Ei9vV

08/08/2024

Following a week of rioting, Keir Starmer's favourability ratings have slipped further, and are now back to the same level they were prior to the general election.

This may mark the end of Keir Starmer's "honeymoon period" - by contrast, it wasn't until the year 2000 that Tony Blair's approval ratings consistently slipped to the level they were prior to the 1997 general election

See the results in more detail on the YouGov website here: https://okt.to/8k3zVN

What do you think about Keir Starmer, British politics in general, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://okt.to/9D4xqv

07/08/2024

After a week of rioting, concern about right-wing extremists in the UK has risen substantially. 47% of Britons now say they think such groups are a 'big' threat, up 15pts since February and now almost on a par with the number of people who see Islamic extremists as a major threat (52%)

Different voters are worried about different extremists, however. While 66% of Labour and 63% of Lib Dem voters see right-wing extremists as a big threat, this falls to 43% of Tory voters and just 18% of Reform UK voters

See the full study on the YouGov website at https://okt.to/cKCabG

How do you feel about the recent riots, extremism in the UK, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://okt.to/LPpoHO

19/06/2024

Our new MRP finds the Tories set to win the fewest seats in their almost 200-year history

Labour: 425 (+223 from GE2019)
Conservative: 108 (-257)
Lib Dem: 67 (+56)
SNP: 20 (-28)
Reform UK: 5 (+5)
Plaid: 4 (±0)
Green: 2 (+1)

Find out more about the results at: https://okt.to/QxFwNZ

What do you think about British politics, the forthcoming general election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Link in Bio.

10/06/2024

Rishi Sunak has come under fire all weekend for leaving D-Day commemorations early to attend an election interview - including from MPs in his own party.

Now new YouGov data shows that 65% of Britons say the prime minister's decision was unacceptable - including 68% of those who voted for the Conservatives in 2019.

https://yougov.co.uk/topics/entertainment/survey-results/daily/2024/06/07/16e43/1?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-D-Day-Sunak

What do you think of Rishi Sunak’s decision, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-Join-Panel

07/06/2024

What are the most important issues for British voters? As the 2024 UK election campaign continues, we asked Britons about the issues that will determine their vote.

Asked to choose up to three top issues, the cost of living comes up most frequently with 45% of Britons saying it’s the one of the most important issues that will decide their vote. Distantly trailing are health (34%), the economy (32%), and immigration (26%). When asked about their SINGLE most important issue, the cost of living remains at the top (26%), but immigration climbs to second at 18%.

The priorities of Conservative, Labour, and Reform UK voters vary dramatically. While cost of living is named most frequently by Labour voters (58%), immigration tops the list for Conservative voters (45%). This figure climbs even more for Reform UK voters – 82% state that immigration is one of their top issues.

There are also significant differences in priorities between generations. While those over 65 are most likely to highlight immigration as a top issue (44%), only 14% of 18-24 year olds feel the same. Instead, the cost of living is the most commonly given answer for 49% of 18-24 year olds, compared to 31% of those over the age of 65.

You can read the full article here: https://yougov.co.uk/politics/articles/49594-general-election-2024-what-are-the-most-important-issues-for-voters?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-important-issues

What do you think about the big issues facing the country, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-Join-Panel

06/06/2024

Should video assisted referees (VARs) be scrapped from the Premier League? Football clubs are voting tonight on whether to keep or boot the controversial technology.

Since it was introduced during the 2019-2020 Premier League season, YouGov has tracked Premier League viewers’ opinions on VAR. Our latest poll shows that 59% of viewers think VAR is doing badly, and 68% say it has made watching the game less enjoyable to watch.

Despite this, few actually want the technology to be scrapped (22%). Instead, most say they want to keep it, but change the way it is used (64%) – only 10% want to keep it as it is.

When it comes to how VAR should change, the large majority of viewers want to be able to see the video footage the video assistant referees are being shown at the same time they are being shown it (82%), to hear the conversations between referees and VARs (79%) and a time limit on how long it can take for decisions to be made using VAR (74%).

You can read the full article here: https://yougov.co.uk/sport/articles/49627-9-out-of-10-premier-league-viewers-want-changes-to-var-or-for-it-to-be-scrapped-altogether?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-Premier-League-VAR

What do you think about VAR, whether it should be scrapped, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-Join-Panel

06/06/2024

Today marks the 80th anniversary of D-Day, with commemorations taking place in Northern France. As we look back to what is often seen as the beginning of the end of the war in Europe, YouGov asked the British, French, German and American publics to weigh in on the long-running debate – which country made the biggest contribution to defeat the N***s?

39% of Britons believe that the UK contributed the most in defeating the Germans, while only 20% thought the US deserved most of the credit – and just 15% the Soviet Union.

However people in Germany, France, and the US are all more likely to say that the Americans had the most influence in ending N***sm in Europe. This is particularly the case in the USA, where 59% of Americans think the US contributed the most, compared to 47% in France and 34% in Germany (where the Soviet Union comes in a close second, at 31%).

French public opinion on the war is remarkably different now compared to surveys conducted at the time. While French people today tend to see the American contribution as greatest, a poll conducted in 1945 showed that 57% felt that the Soviet Union had done the most to bring down the N**i regime.

You can read the full article here: https://yougov.co.uk/politics/articles/49613-d-day-anniversary-britons-disagree-with-other-countries-on-who-did-the-most-to-defeat-the-nazis?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-D-Day-Anniversary

What do you think about the UK's contribution in the Second World War, the D-Day anniversary, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-Join-Panel

05/06/2024

Our snap poll following last night's ITV election debate showed that Rishi Sunak and Keir Starmer were closely tied - 51% think Sunak performed better compared to 49% for Starmer

Most viewers thought both leaders performed well, with Starmer having the edge on the NHS, cost of living, education and climate change, while Sunak won more convincingly on tax and both tied on climate change

Viewers were more likely to think that Starmer came across as in touch with ordinary people, likeable, and trustworthy. They were closely split on who seemed more prime ministerial: 43% say Rishi Sunak did, while 40% said it was Keir Starmer

See the full results on the YouGov website: https://okt.to/vsC2ZW

What do you think about the debates, the election campaign, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. Sign up at: https://okt.to/qFoPyh

04/06/2024

Our first MRP of the 2024 general election shows Labour winning a majority of 194, larger than even Tony Blair's landslides. The Conservatives would be reduced to 140 seats.

The model uses survey data from almost 60,000 respondents. The data also shows the Lib Dems climb to 48 seats while the Greens finally win a second seat. Labour also sees significant gains in Scotland at the expense of the SNP, while Reform UK is still unlikely to win any seats.

https://yougov.co.uk/politics/articles/49606-first-yougov-mrp-of-2024-general-election-shows-labour-on-track-to-beat-1997-landslide?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-06-UK-MRP-First

What do you think about British politics, the forthcoming general election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts.

https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-join-panel

02/06/2024

Last weekend, Rishi Sunak announced that he would reintroduce national service in the UK if re-elected as prime minister. The public are divided on the idea: 47% say they would support such a move, while 45% would be opposed.

https://yougov.co.uk/politics/articles/49543-britons-divided-on-rishi-sunaks-national-service-plan?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2005-06-UK-National-service

The split is generational. Young Britons – for whom such service is something they might realistically have to perform – oppose the plans by 65% to 27%. By contrast, the oldest Britons back the move by 63% to 31%.

What do you think of the national service plans, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-join-panel

31/05/2024

ITV will host the first head to head debate of the 2024 General Election on Tuesday. However, new YouGov polling shows that only one in three Britons say they are interested in watching election debates (33%), compared to 63% who feel they have better things to do.

The Conservatives were reported to be pushing for six debates before polling day but only 4% of Britons are keen on more than five debates. Instead, Britons are more likely to say that three debates (17%) or two debates (16%) would be the most appropriate. A further 13% say there shouldn’t be any at all.

Tuesday’s debate will only feature Rishi Sunak and Keir Starmer, but our results show a very clear preference for an expanded debate format – of those who said there should be at least one debate, 81% said that they should include other party leaders. When asked which leaders specifically they thought should be invited, top of the list is Lib Dem leader Ed Davey, at 63%, followed by Reform UK leader Richard Tice on 44%.

https://yougov.co.uk/politics/articles/49542-general-election-2024-debates-what-do-britons-want?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-debates

With a summer of football kicking off mid-way through the campaign we asked the public if the debates clashed which they would prefer to watch. Alas for the two party leaders, only a quarter of Britons (24%) would prefer to tune in to see them tussle. By contrast, one in three (35%) would rather watch England or Scotland play, while a further 37% say they wouldn’t watch either.

What do you think about political debates, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts. https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-join-panel

30/05/2024

Things can only get better? The song was the anthem of Labour during their romp to victory in 1997, but does the sentiment match the public mood? Do Britons actually think things will get better under Labour?

The answers differ depending on the subject. Britons are most likely to think that the NHS (43%) and social care (41%) would improve under a Labour government, but least likely to think they will improve the small boats situation (11%).

On the key issue of the cost of living, 35% think Labour will make things better, and 27% think they will make things worse.

https://yougov.co.uk/politics/articles/49534-general-election-2024-do-britons-think-things-would-get-better-under-labour?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-General-Election-britons-think-under-labour

What do you think about Labour forming a government, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts.

https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-join-panel

30/05/2024

Such is the Conservative party’s current unpopularity that they are an even less appealing prospect to the public than Jeremy Corbyn was in 2019.

Around six in ten currently say they would be unhappy if the Conservatives won a majority (59%) – back in 2019 only 52% of Britons said the same of Corbyn.

Attitudes towards a Labour election victory are more divided: if Keir Starmer won a majority 34% would be happy but 35% would be unhappy – and another 17% wouldn’t mind either way.

https://yougov.co.uk/politics/articles/49533-britons-would-be-more-upset-by-a-2024-sunak-win-than-they-would-have-been-by-a-2019-corbyn-triumph?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-election-unhappy-conservative-victory

What do you think about the prospect of another Tory government, the coming election, and everything else? Have your say, join the YouGov panel, and get paid to share your thoughts.

https://account.yougov.com/gb-en/join/main?utm_medium=organic_social&utm_source=facebook&utm_campaign=SM-2024-05-UK-Election-join-panel

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