Attitudes To America And Americans

Americans are more popular in Britain than at any time in the recent past, new research from the MORI Telephone Surveys omnibus has found. Four in five of the British public, 81%, agree that "I like Americans as people", a substantial increase from the 69% who agreed in 1989 and 1991 and the 66% who said the same back in 1986. Only 11% disagreed.

There has been a similar increase in the number saying that "I think we can learn a great deal in this country from America": half the public, 50%, now agree that we can learn a lot from America, while 44% disagree; in 1991 the majority view was the other way, with 54% disagreeing and only 39% agreeing.

Nevertheless, while the British feel they can learn from Americans, few would want to be more like them. Only one in five, 19%, agree that "We would be better off if we were more like the Americans in many respects", and only a quarter, 26%, would like to live in America if they could not live in Britain. Neither figure has changed much over the years. America remains a popular holiday destination, though, with two-thirds of the public (68%) agreeing "I would like to go on holiday in America".

America seems less important to Britain than does Europe to the majority of the public, but more recognise America's importance than at any time since the mid-eighties and for the first time significantly more British adults give prominence to America than to the Commonwealth. Half the public, 50%, say that of Europe, America and the Commonwealth, Europe is the most important to Britain; 29% feel America is the most important and 19% the Commonwealth. This is the first time, in a series of polls stretching back to 1969, that America has had more than a narrow lead over the Commonwealth, perhaps indicating an important shift in British priorities.

Technical details

MORI Telephone Surveys interviewed a representative quota sample of 1,001 British adults aged 18+, by telephone on 25-27 October 2002. Data were weighted to match the profile of the population.

Q Which of these -- Europe, the Commonwealth or America -- is the most important to Britain?

Q Please tell me whether you agree or disagree with each.

"I like Americans as people"

"I would like to go on holiday to America"

"I think we can learn a great deal in this country from America"

"I would like to live in America if I could not live in Britain"

"We would be better off if we were more like the Americans in many respects"