Canadians show quite low concern about swine flu despite having the highest incidence in the world. Few Canadians strongly agree or disagree that their country is well prepared for a mass outbreak, with many neutral on the issue. While older Canadians are more concerned about swine flu, they are also more likely to agree the country is prepared compared to other age groups.

1. swine flu
what do people think?
global reaction
ICM Research

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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