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BBC Trust Purpose Remit Survey 2015 – England Report

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Purpose Remit Survey Autumn 2015

England Report

A report by ICM on behalf of the BBC Trust

Date: July 2016


Contents Executive summary ............................................................................................................... 1

1. Introduction ....................................................................................................................... 5

1.1 Background ................................................................................................................................... 5

1.2 Methodology .................................................................................................................................. 6

1.3 Presentation and interpretation of the data ................................................................................... 7

2. General measures............................................................................................................. 9

2.1 Overall impression of the BBC ...................................................................................................... 9

2.2 Likelihood to miss the BBC and other broadcasters ................................................................... 14

2.3 The BBC’s provision .................................................................................................................... 16

3. Value for money .............................................................................................................. 18

3.1 Overall views on value for money ............................................................................................... 18

4. Creativity ......................................................................................................................... 21

4.1 Overall views on the Creativity purpose ...................................................................................... 21

4.2 Fresh and new ideas ................................................................................................................... 22

4.3 Distinctive content ....................................................................................................................... 26

5. Citizenship ...................................................................................................................... 30

5.1 Overall views on the Citizenship purpose ................................................................................... 30

5.2 Providing high quality independent journalism ........................................................................... 31

5.3 Understanding politics in the nations .......................................................................................... 32

6. Global ............................................................................................................................. 33

6.1 Overall views on the Global purpose .......................................................................................... 33

7. Nations, regions & communities ...................................................................................... 36

7.1 Overall views on the Nations, regions & communities purpose .................................................. 36

7.2 Nations, regions and communities: differences by region .......................................................... 38

7.3 Representing different communities, religions and minority ethnic groups ................................ 39

8. Education ........................................................................................................................ 41

8.1 Overall views on the Education purpose ..................................................................................... 41

9. Digital .............................................................................................................................. 44

9.1 Overall views on the Digital purpose ........................................................................................... 44

Appendices ......................................................................................................................... 47

Appendix 1: Trend data for general measures and purposes in England ........................................ 47

Appendix 2: General measures scores, purposes and statements by nation .................................. 61

Appendix 3: Guide to statistical reliability .......................................................................................... 63


Tables and figures

Figure 2.1: Overall impression of the BBC ............................................................................ 9

Figure 2.2: Overall impression of the BBC: trend data ........................................................... 9

Figure 2.3: Mean overall impressions of the BBC: nation comparison ................................. 10

Figure 2.4: Mean overall impressions of the BBC: regional comparison .............................. 10

Figure 2.5: Overall impression of the BBC: sub-group analysis by age ............................... 11

Figure 2.6: Overall impression of the BBC: sub-group analysis by social grade .................. 11

Figure 2.7 Overall impression of the BBC: sub-group analysis by employment and subjective

income ................................................................................................................................ 12

Figure 2.8 Overall impression of the BBC: sub-group analysis by the licence fee’s perceived

value for money .................................................................................................................. 12

Figure 2.9 Overall impression of the BBC: sub-group analysis by BBC hours consumed .... 13

Figure 2.10: Likelihood to miss the BBC and other broadcasters: English trend data .......... 14

Figure 2.11 Likelihood to miss the BBC across the nations ................................................. 14

Figure 2.12: Likelihood to miss the BBC and other broadcasters: English regional data ..... 15

Figure 2.13: Likelihood to miss the BBC: sub-group analysis by BBC consumption ............ 15

Figure 2.14: BBC provision by nation .................................................................................. 16

Figure 2.15: The BBC’s provision in England: regional sub-group analysis ......................... 16

Figure 3.1: Value for money ................................................................................................ 18

Figure 3.2: Value for money: sub-group analysis by country ............................................... 19

Figure 3.2: Value for money: sub-group analysis by region ................................................. 19

Figure 3.3: Value for money: demographic sub-group analysis ........................................... 20

Figure 3.4: Value for money: sub-group analysis by BBC consumption .............................. 20

Figure 4.1: Creativity: performance scores .......................................................................... 21

Figure 4.2: Creativity: trend data ......................................................................................... 22

Figure 4.3: Fresh and new ideas: trend data ....................................................................... 23

Figure 4.4: Fresh and new ideas: sub-group analysis by number of platforms .................... 24

Figure 4.5: Fresh and new ideas: sub-group analysis by consumption of BBC content ....... 24

Figure 4.6: Fresh and new ideas: sub-group analysis by social grade ................................. 25

Figure 4.7: Fresh and new ideas: by subjective income ...................................................... 25

Figure 4.8: Fresh and new ideas: by employment ............................................................... 26

Figure 4.9: Fresh and new ideas: regional analysis ............................................................. 26

Figure 4.10: Distinctive content: trend data ......................................................................... 27

Figure 4.11: Distinctive content: sub-group analysis ........................................................... 28

Figure 4.12: Distinctive content: sub-group analysis by subjective income .......................... 29

Figure 4.13: Distinctive content: regional analysis ............................................................... 29


Figure 5.1: Citizenship: performance ................................................................................... 30

Figure 5.2: Citizenship: trend data....................................................................................... 30

Figure 5.3: Providing high quality independent journalism ................................................... 31

Table 5.1: Understanding politics statements: Performance scores by nation ..................... 32

Figure 5.4: Understanding politics in each nation/region ..................................................... 32

Figure 6.1: Global: trend data .............................................................................................. 33

Figure 6.2: Global: performance .......................................................................................... 33

Table 6.1: Global: Performance scores by nation ................................................................ 34

Figure 6.3: Presenting a positive image of the UK: trend data ............................................. 34

Figure 6.4: Presenting a positive image of the UK: sub-group analysis ............................... 35

Figure 7.1: Nations, regions and communities: trend data ................................................... 36

Figure 7.2: Nations, regions and communities: performance ............................................... 37

Figure 7.3: Nations, regions and communities: sub-group analysis by nation ...................... 37

Figure 7.4: Nations, regions and communities: representing English regions ...................... 38

Figure 7.5: Nations, regions and communities: performance ............................................... 39

Figure 7.6: Representing different religions and ethnic groups ............................................ 40

Figure 8.1: Education: trend data ........................................................................................ 41

Figure 8.3: Education: performance .................................................................................... 42

Figure 8.3: Education: sub-group analysis .......................................................................... 43

Figure 9.1: Digital: trend data .............................................................................................. 44

Figure 9.2: Digital: performance .......................................................................................... 45

Table 9.1: Digital: sub-group analysis by users in England ................................................. 45

Table 9.2: Digital: sub-group analysis by age in England .................................................... 46


1

Executive summary

This report presents the findings from the 2015 Purpose Remit Survey (PRS) in England,

conducted by ICM Unlimited on behalf of the BBC Trust. The findings drawn from the UK-

wide survey are based on a representative sample of 2,831 UK adults aged 16+, interviewed

online or face-to-face. The results in England are based on a representative sample of 1,652

adults.

The research was designed to explore public perceptions of the BBC’s performance,

particularly in relation to its public purposes and purpose priorities.

Fieldwork took place between 16 October and 19 November 2015.

General measures

Perceptions of the BBC’s performance in England continue to be positive overall. As

in previous years, a majority of the English public hold a favourable impression of the

BBC (56%).

On average, people give an overall impression score of 7.4, which is consistent

with the average score from the previous wave (7.5) and above both the long-term

average (7.0) and the score in 2008 (6.8).

Over three quarters (78%) would miss the BBC if it were no longer there,

consistent with the 2014 score (79%) and the 2008 score (81%). This consistency is

not true of other broadcasters, which have seen significant declines on this

measure1.

Overall, the BBC remains more likely to be missed than other broadcasters

(ITV: 65%, Channel 4: 56%, Channel 5: 37%, Sky: 43%).

Just over half the population (55%) agree that the BBC offers ‘quite a bit’, ‘a lot’,

or ‘everything I need’. This represents a statistically significant decline from the

proportion who said the same in 2014 (61%).

Value for money

Three in five (58%) feel that their household gets ‘very good’ or ‘fairly good’

value for money for the licence fee, which is consistent with previous years of

research.

The perceived value for money of the BBC varies across key demographic sub-

groups. Older people aged 55+ as well as those from higher social grades are

more likely to believe that the licence fee is good value for money.

1 Throughout this report, the term ‘significant’ is used to indicate a positive or negative change in scores that is

statistically significant at the 95% confidence level. For a full guide to statistical reliability, please refer to Appendix 3.


2

Perceived value for money also rises in line with consumption of BBC content, as

well as the number of platforms used to consume BBC content, which is

consistent with the pattern seen in previous years of the research.

Summary of key findings – General measures

Overall measures England UK

Autumn 2015

Change since 2014

Autumn 2015

Change since 2014

Overall impression of the BBC 7.4 -0.1 7.3 -0.1

% saying they would miss the BBC if it wasn't there

78% -1 78% 0

Perceived value for money for the licence fee

58% +1 57% +1

% saying the BBC offers ‘quite a bit’, ‘a lot’ or ‘everything I need’

55% -6 55% -5

Creativity

Overall, the BBC’s performance against the Creativity purpose remains stable in

England, with an average performance score across all measures of 61%.

Three quarters (76%) agree that the BBC makes high quality programmes or

online content, making this the highest performing statement for the Creativity

purpose in England. This is unchanged from the 2014 survey.

Three in five (61%) agree that the BBC has lots of fresh and new ideas (2014:

63%). There is a positive correlation between the amount of BBC content consumed

per week and performance score for ‘fresh and new ideas’, with seven in ten (70%)

of those who consume 11 hours or more of BBC content per week agreeing with this

statement. There is a large performance gap for this priority (-14), which

underlines its perceived importance among the public in England. However, this

performance gap has improved over time and is smaller than that recorded in 2008

(-20).

More than half (53%) agree that the BBC provides distinctive programmes and

online content that no other broadcaster would make, which is the highest score

recorded in England so far. Although this statement has the second largest

performance gap of all the Creativity purpose statements (-12), it remains consistent

with the performance gaps seen in previous years.

In 2015, two fifths agree that BBC programmes or online content sometimes make

them want to take part in a specific event or activity (38% - a statistically


3

significant drop from 44% in 2014) and over half say that the BBC helps them enjoy

their interests, hobbies and passions (54%, down from 58% in 2014).

Citizenship

The BBC’s performance for the Citizenship purpose also remains stable, with

an average performance score of 63%. Across all statements, there were no

significant changes since 2014.

However, there remain notable performance gaps for several purpose priorities.

While two thirds (66%) agree that the BBC ‘provides high quality independent

journalism’, the performance gap for this statement is at -11.

Three in five in England (58%) feel that the BBC helps them understand

politics in their nation/region. This is lower than the proportion of the Welsh

public who agree (66%), but in line with the level of agreement recorded in

Scotland (59%) and Northern Ireland (59%).

Global

The average performance score for statements across the Global purpose is

72% (2014: 74%). This remains the best performing purpose, but the average

performance score is at its lowest level.

Although there is stability in the performance scores for ‘the BBC helps me

understand what is going on in the wider world’ and ‘helps me understand the

cultures and lifestyles of people from around the world’, there has been a significant

decline on the measure ‘the BBC is good at presenting a positive image of the

UK to the rest of the world’ (down to 65% from 70% in 2014).

Nations, regions & communities

The Nations, regions & communities purpose achieves an average

performance score of 51% across all statements, which is consistent with previous

years.

However, there have been statistically significant declines on several measures

from the previous year, including the proportion of people who describe the BBC as

good at representing life in their nation/region in both news and current affairs

programming (54%), and entertainment programming (55%); further, significantly

fewer agree that ‘my regional BBC content provides programmes and online content

for people like me’ (60%).

Compared to 2014, statistically significantly fewer people agree that the BBC

improves their understanding of religions and other beliefs (44%, down from

49% in 2014), but the performance gap for this statement remains relatively small at

-6.

Conversely, there has been a slight increase in the number of non-White British

people who feel the BBC is good at representing their ethnic group (45%, up from

40% in 2014).


4

Education

Overall, the Education purpose is the second highest performing purpose across

the PRS in England, with an average performance score of 68%.

The educational focus of BBC programmes continues to be held in high regard.

Despite a three-point decrease since 2014, seven in ten people (71%) agree that

they have ‘learned new things from programmes or online content on the BBC’; while

nearly two thirds (65%) agree that ‘the BBC helps children/teenagers with what they

learn at school/college’.

Parents with children in their household are significantly more likely to agree that

the BBC ‘helps children or teens with what they learn at school or college’ (75% vs

62% among people with no children).

Digital

The average performance score for the Digital purpose is 56%. Although this

represents a four point decrease since 2014, scores for this purpose remain high

in historical terms.

Despite significant decreases in performance for several priorities, the notably

small performance gaps for this purpose show that the BBC is generally meeting

people’s needs.

Summary of average BBC purpose scores – England

BBC Purpose Performance Importance Performance gap - 2015

Performance gap - 2014

Creativity 61% 67% -6 -4

Citizenship 63% 69% -6 -4

Global 72% 77% -5 -4

Nations, regions and communities

51% 62% -10 -7

Education 68% 72% -4 -5

Digital 56% 57% -1 0


5

1. Introduction

1.1 Background

The BBC Trust is the governing body of the BBC. Independent of the BBC Executive Board,

its purpose is to get the best out of the BBC for licence fee payers. The Trust monitors the

BBC’s performance to ensure the BBC provides value for money while staying true to its

Public Purposes as set out in the Royal Charter.

1.1.1 The BBC’s Public Purposes

The Royal Charter defines the main objective of the BBC as the promotion of six public

purposes. These are:

Creativity: Stimulating creativity and cultural excellence

Citizenship: Sustaining citizenship and civil society

Global: Bringing the UK to the world and the world to the UK

Nations, regions and communities: Representing the UK, its nations, regions and

communities

Education: Promoting education and learning

Digital: Delivering to the public the benefit of emerging communications technologies

and services

The BBC Trust gives the BBC a purpose remit for each of these public purposes, and

monitors the BBC’s performance in delivering against the priorities included in each remit.

1.1.2 The BBC Purpose Remit Survey

To monitor the Executive’s performance against each of the six public purposes, the BBC

Trust carries out an annual tracking survey. The BBC Purpose Remit Survey (PRS) is a

quantitative survey which asks respondents to express their views both on the importance

they attach to the purpose priorities and on the BBC’s current effectiveness in delivering

them. Based on the scores from each statement, this report examines the BBC’s perceived

performance for each purpose, focusing on any change over time and variance in scores

between different sections of the population.

As well as core information on the BBC’s performance against its public purposes, the

survey collects contextual information such as demographics and media consumption, and

measures general opinions of the BBC’s performance such as the perceived value for

money of the licence fee.

The PRS was first conducted in this form in 2008. This report is based on results from the

tenth survey, which took place in Autumn 2015. This report specifically focuses on the

results from England.


6

1.2 Methodology

The methodology and sampling method of the 2015 PRS were consistent with previous

years of the research. Full details of the sample, fieldwork and weighting are outlined below.

Sample and fieldwork

A total of 2,831 interviews were conducted among a nationally representative sample of UK

adults aged 16 or over. The research was carried out between 16 October and 19 November

2015. A total of 1,652 people in England took part in this wave of the research.

In line with previous years, the survey was conducted using a mixed-mode approach, with

the questionnaire averaging c. 25 minutes in length. Fieldwork was conducted online and

face-to-face, with 2,234 interviews conducted online, and 597 interviews conducted face-to-

face (a 78%-22% split). In England, 1,294 interviews were conducted online and 358 face-to-

face (also a 78%-22% split).

The face-to-face element was designed to give everyone in the UK the opportunity to be

selected to take part, irrespective of whether or not they use the internet. To mitigate any

potential mode effects, respondents interviewed in the face-to-face research self-completed

the ‘Purposes’ section of the questionnaire.

Online interviews were conducted using the BBC Trust Audience Panel2, topped-up by also

using sample from ICM’s Newvista panel3. During fieldwork, interlocking quotas were set

within the four UK nations and the BBC London region by age and gender. At the UK level,

quotas were set by socioeconomic grade.

For the face-to-face fieldwork, sample points were selected through stratified random

sampling, with quotas controlling for age, gender, ethnicity and working status within each

sample point. In order to balance the impact of a high proportion of online sample, face-to-

face respondents were over-sampled in areas with a lower proportion of Census online

returns (as a proxy for likelihood to take part in an online panel).

To ensure sufficient sample sizes for robust sub-group analysis, and to ensure consistency

with previous years, boost samples were included for key sub-groups. These included the

devolved nations, black and minority ethnic groups, and the BBC North East and Cumbria

region. This was achieved through higher quotas in the online sample, and extra sample

points in the relevant region or in areas with a relatively high population of the target ethnic

groups.

2 The BBC Trust Audience Panel consists of a nationally representative sample of the public who were recruited

and maintained by ICM. 3 ICM’s Newvista panel is an online research community made up of members of the public who take part in a

wide variety of research projects.


7

Weighting

The data has been weighted by age, gender, nation/region, socioeconomic grade, and

ethnicity to be representative of the population. Weighting targets are derived from the 2011

Census and ONS population updates.

1.3 Presentation and interpretation of the data

It should be remembered that while data has been weighted to represent the population, a

sample was interviewed and not the entire population of England. A consequence of this is

that all results are subject to sampling tolerances, meaning that not all differences are

statistically significant. Further information about sampling tolerances is appended to this

document.

Where percentages do not add up to 100, this may be due to computer rounding, the

exclusion of “don’t know” categories, or multiple answers. Throughout the report an asterisk

(*) denotes any value of less than half of one per cent but greater than zero. Within the

charts in this report, a green circle or arrow denotes a statistically significant higher figure,

while a red circle or arrow denotes a statistically significant lower figure.

In the report, reference is made to “net” figures. This represents the balance of opinion on

attitudinal questions, and provides a useful means of comparing the results for a number of

variables.

Analysis by region of England

For the regional analysis of perceptions of the BBC’s performance in England, some BBC

regions have been grouped together into ‘region groups’. This has been done to increase

base sample sizes and improve the robustness of estimates:

South West (sample size=43) and West (79) have been combined to create the

‘South West and West’ region group (122)

South East (40) and South (91) have been combined to create the ‘South East and

South’ region group (131)

East Midlands (50) and West Midlands (148) have been combined to create the

‘East/West Midlands’ region group (198)

The London (270), East (79), North West (151), Yorkshire and Lincolnshire (142) and

North East and Cumbria (124) BBC regions have all been kept as distinct regions


8

Definition of terms

Throughout this report we refer to the terms ‘performance scores’, ‘importance scores’ and

‘performance gaps’:

Performance scores reflect the proportion of participants who agreed slightly, agreed

strongly, or completely agreed with each statement, thus indicating that the BBC

performed well on that priority.

Importance scores reflect the proportion of participants who thought that a statement

is quite important, very important, or vital.

Performance gaps show the difference between a statement’s performance score

and importance score. For example, if a statement received a performance score of

57% and an importance score of 65%, it would have a performance gap of -8. This

provides a measure of how well the BBC is performing against public expectations.

For instance, it indicates where people believe a statement is important but the BBC

is not performing well on that measure (the performance gap is negative), or if the

perception is that the BBC is performing well on a statement but it isn’t important (the

performance gap is positive).

Throughout this report, the term ‘significant’ is used to indicate a positive or negative change

in scores that is statistically significant at the 95% confidence level. For a full guide to

statistical reliability, please refer to Appendix 3.

© ICM Unlimited / 213356 July 2016

Report prepared by:

Gregor Jackson ([email protected]) Jennifer Bottomley ([email protected])

Erica Harrison ([email protected])

Tel: 020 7845 8300

Twitter: http://twitter.com/ICMUnlimited

Address: ICM Unlimited, Creston House, 10 Great Pulteney Street, London, W1F 9NB

Web: www.icmunlimited.com

All work conducted in accordance with ISO 20252 and ISO 27001.

mailto:[email protected]



http://twitter.com/ICMUnlimited

http://www.icmunlimited.com/


9

2. General measures

This section explores public perceptions of the BBC’s performance on a number of general

measures, including overall impression of the BBC, how much it offers, and how likely

people would be to miss the BBC and other broadcasters.

2.1 Overall impression of the BBC

Overall, the majority of the public in England have a positive impression of the BBC. When

asked to rate the BBC on a scale of 1-10, more than half (56%) are favourable towards the

BBC, while two fifths (38%) are neutral. A very small minority (5%) are unfavourable towards

the BBC. Figure 2.1 shows the breakdown of overall impression scores given by the English

public.

Figure 2.1: Overall impression of the BBC

The average overall impression score is 7.4, which is consistent with the scores seen over

the last three years. The 2015 score is above the long-term average of 7.0 and also higher

than the 2008 survey (6.8). Trend data for the average overall impression score over time in

England is displayed in Figure 2.2 below.

Figure 2.2: Overall impression of the BBC: trend data

4% 7% 10% 18% 28% 16% 12%

1 2 3 4 5 6 7 8 9 10

TOTAL:

Unfavourable (1-3) 5%

TOTAL:

Favourable (8-10)56%

QOverall. Thinking about the BBC generally, what is your overall impression on a scale of 1 to 10, where 1 means extremely

unfavourable and 10 means extremely favourable? Base: All respondents in England (1,652)

TOTAL:

Neutral (4-7)38%

Mean: 7.4

Extremely

unfavourable

Extremely

favourable

6.8 6.7 6.6 6.8 6.96.6 6.8

7.3 7.4 7.5 7.4

0

1

2

3

4

5

6

7

8

9

10

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Mean overall impression score England



Extremely

favourable

Extremely

unfavourable

Long-term average England: 7.0


10

If we compare England’s impression of the BBC against the other nations we can see that it

is broadly in line with the UK as whole and the other nations, as displayed in Figure 2.3

below. The overall impression score in Scotland continues to be the lowest in the UK (6.9).

Figure 2.3: Mean overall impressions of the BBC: nation comparison

Mean overall impression scores across the English regions are displayed in Figure 2.4

below. If we look at regions within England, there is little difference, although people living in

the North West (7.5) and Yorks & Lincolnshire (7.5) are most positive in their overall views of

the BBC. The differences between 2015 and 2014 are not statistically significant.

Figure 2.4: Mean overall impressions of the BBC: regional comparison

7.36.9

7.57.47.3 7.2

6.6

7.77.57.4

6.96.6

7.37.47.3

Northern IrelandScotlandWalesEnglandUK

Autumn 2015 Autumn 2014 Autumn 2013Mean overall impression ratings


unfavourable and 10 means extremely favourable? Base: All respondents (UK=2,831, England=1,652,Wales=385, Scotland=412, NI =382)

7.57.27.47.5

7.17.47.47.27.4 7.67.77.5

7.17.37.8

7.4

8.17.5

Yorks &Lincolnshire

South West& West

South East &South

North WestNorth East &Cumbria

East & WestMidlands

LondonEastEngland

Autumn 2015

Autumn 2014


unfavourable and 10 means extremely favourable? Base: All respondents in England (1,652), East (152), London (369), Midlands (213), NE &

Cumbria (140), North West (218), SE & South (250), SW & West (165), Yorks & Lincolnshire (145)

Mean overall impression scores


11

Average ratings vary significantly across demographic groups in England. The mean overall

impression scores are highest among the older age groups, with those aged 75 and over

(8.0) or 65-74 (7.6) giving a significantly higher rating on average compared to an average

rating of 7.2 among those aged 16-24 as shown in Figure 2.5.

Figure 2.5: Overall impression of the BBC: sub-group analysis by age

As illustrated by Figure 2.6, there is also a clear relationship between social grade and

overall impression of the BBC. For instance, those from the highest socioeconomic AB grade

give a significantly higher score on average (7.7), while those from the lowest DE grade give

a lower score (7.0).

Figure 2.6: Overall impression of the BBC: sub-group analysis by social grade

Confidential: For research purposes only 13

7.2

7.3

7.4

7.2

7.5

7.6

8.0

16-24

25-34

35-44

45-54

55-64

65-74

75+

In England, favourability increases with age, socio-

economic group and perceptions of licence fee value



Mean overall impression score by age






7.7

7.3

7.5

7.0

AB

C2

C2

DE

Mean overall impression score by social grade


12

Similarly, people who are employed (7.4) give a significantly higher mean rating compared to

those who are unemployed (7.0), while those who are ‘living comfortably’ or ‘doing alright’

(7.7) give a significantly higher mean rating than those who are ‘finding it difficult’ financially

(6.8)4. Mean overall impression scores for each group are shown in Figure 2.7 below.

Figure 2.7 Overall impression of the BBC: sub-group analysis by employment and

subjective income

Not surprisingly, there is a clear relationship between the perceived value for money of the

licence fee, and people’s overall impressions of the BBC, as shown in Figure 2.8. Those who

believe the licence fee to be very good value for money give a significantly higher mean

rating compared to all other groups (8.8).

Figure 2.8 Overall impression of the BBC: sub-group analysis by the licence fee’s

perceived value for money

4 This measure of subjective income was added to the questionnaire in Autumn 2014 to provide an additional

measure on how well people were managing financially.


7.4

7.0

7.3

7.6

7.7

7.6

7.3

6.8

Employed

Unemployed

Student

Retired

Living comfortably

Doing alright

Just about getting by

Finding it quite difficult





Mean overall impression score by

employment and income






8.8

7.8

6.9

5.3

Licence fee is very good value

Licence fee is fairly good value

Licence fee is not very good value

Licence fee is not at all good value

Mean overall impression score by the licence

fees perceived value for money


13

People who have high BBC consumption are also more likely to have a good overall

impression of the BBC. Those who consume 11 or more hours of BBC content have a higher

mean rating (7.8) compared to those who consume five hours or less (6.3), as shown in

Figure 2.9.

Figure 2.9 Overall impression of the BBC: sub-group analysis by BBC hours

consumed

However, the sub-group analysis shows no significant difference in opinion by gender or

ethnicity.






6.4

6.1

7.3

7.8

0-3 hours

4-5 hours

6-10 hours

11 hours

Mean overall impression score by BBC hours

consumed


14

2.2 Likelihood to miss the BBC and other broadcasters

Just over three quarters (78%) of people in England say they would miss the BBC if it wasn’t

there. This represents no significant change over the last few years, although it is lower than

the 2008 score (81%).

There is a downward trend across the wider broadcasting landscape, with significant

declines in likelihood to miss several other broadcasters such as ITV, Channel 4 and

Channel 5. Overall, the BBC remains the broadcaster most likely to be missed by the public.

The full trend data is shown in Figure 2.10 below.

Figure 2.10: Likelihood to miss the BBC and other broadcasters: English trend data

The proportion agreeing that they would miss the BBC remains broadly stable across all four

nations. England is on a par with the UK as a whole, slightly lower than Wales (83%) but

higher than Scotland (72%) and Northern Ireland (75%). Trend data for the likelihood to miss

the BBC in each nation is detailed in Figure 2.11 below.

Figure 2.11 Likelihood to miss the BBC across the nations

Looking at the proportions who say they would miss the BBC by the English regions, it

shows an increase in London, but a decline in the South West and West (76%) and in

Yorkshire and Lincolnshire (74%). The regional breakdown is shown in Figure 2.12 below.

QMISS. To what extent do you agree or disagree with each statement? I would miss ... if it wasn’t there

Base: All respondents in England (n=1,652)

81%86%

81% 84% 82%79%

82% 80% 78% 79%

78%

67% 68%72% 74% 74%

69% 72% 70% 72%70%

65%

56%

62% 58%63%

60%64% 63% 64%

64%61%

56%

35%

40% 40% 41%40%

36% 37%

44%

45%

42%37%

39%42% 43% 41% 43% 41%

46% 46%

45%

45%

43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

% TOTAL: Agree

BBC

ITV

Channel 4

Channel 5

Sky

75%72%

83%78%78% 78%

74%

84%78%78% 79%82%85%

80%78% 77%79%82%82%80%


Autumn 2015 Autumn 2014

Autumn 2013 Winter 2012-13% Agree: ‘I would miss the BBC if it wasn't there’

QMISS. To what extent do you agree or disagree with each statement? I would miss the BBC if it wasn’t there.

Base: All respondents (UK=2,831, England=1,652, Wales=385, Scotland=412, Northern Ireland=382)


15

Figure 2.12: Likelihood to miss the BBC and other broadcasters: English regional data

There are clear differences by level of BBC consumption. Among those who consume the

least BBC content (0-3 hours per week), half (54%) say they would miss the broadcaster if it

wasn’t there. This rises to 81% of those who consume 6-10 hours of BBC content, and 87%

of those who consume more than 11 hours of BBC content per week. In terms of the number

of platforms consumed, the more platforms used, the more likely people would be to miss

the BBC. The full breakdown is detailed in Figure 2.13 below.

Figure 2.13: Likelihood to miss the BBC: sub-group analysis by BBC consumption

74%76%78%78%74%81%80%81%78%

87%89%84%

76%76%81%

64%

88%79%

Yorks &Lincolnshire

South West& West

South East& South


East & WestMidlands

LondonEastEngland

Autumn 2015

Autumn 2014


Base: All respondents in England (1,652), East (152), London (369), Midlands (213), NE & Cumbria (140), North West (218), SE & South (250),

SW & West (165), Yorks & Lincolnshire (145)

% Agree: ‘I would miss the BBC if it wasn't there’


Likelihood to miss increases with number of

platforms used, and number of hours consumed


Base: All respondents in England (n=1,652)

17%

62%

75%

83%

85%

94%

None

1 platform

2 platforms

3 platforms

4 platforms

5 platforms

81%

85%

87%

85%

88%

82%

54%

60%

81%

87%

BBC TV

BBC Radio

BBC iPlayer

BBC website

BBC apps

BBC social media

0-3 hours

4-5 hours

6-10 hours

11+ hours

Number of BBC platforms consumed

BBC platform consumed

Number of BBC hours consumed

% Agree: ‘I would miss the BBC if it wasn't there’


16

2.3 The BBC’s provision

In 2015, just over half the population (55%) in England agree that the BBC offers ‘quite a bit’,

‘a lot’, or ‘everything I need’. This is a significant drop from the proportion who said the same

in 2014 (61%). This is in contrast to other nations, where proportions are unaltered from

2014. It is this change which is driving the decline on this measure across the UK. Full

analysis by nation is shown in Figure 2.14 below.

Figure 2.14: BBC provision by nation

As shown in Figure 2.15, within the BBC regions in England, people in the north – including

those in the North West (60%), Yorkshire and Lincolnshire (60%) and North East and

Cumbria (58%) – are most likely to say that the BBC caters for their needs.

By contrast, those in the East of England (52%) or in the South West & West (52%) are least

likely to feel that the BBC caters for their needs. Both show a statistically significant fall since

2014.

Figure 2.15: The BBC’s provision in England: regional sub-group analysis


50%50%

61%55%55%

51%49%

62%61%60%56%

50%

57%59%58%


Compared to twelve months ago, significantly fewer

people in England think the BBC meets their needs

QProv. Thinking about what the BBC provides, which of these statements best applies?

Base: All respondents (UK=2,831, England=1,652,Wales=385, Scotland=412, Northern Ireland=382)

% Agree: ‘the BBC offers a bit, a lot, or everything I need’


60%52%

56%60%58%

51%54%52%55%

65%70%

65%

54%60%60%

55%

72%

61%

Yorks &Lincolnshire

South West& West

South East &South


East & WestMidlands

LondonEastEngland

Autumn 2015

Autumn 2014

Among the BBC regions in England, people living in the

North are most likely to say the BBC caters for their needs

QProv. Thinking about what the BBC provides, which of these statements best applies?

Base: All respondents in England (1199/1,652), East (78/152), London (256/369), Midlands (198/213), NE & Cumbria (123/140), North West

(150/218), SE & South (131/250), SW & West (121/165), Yorks & Lincolnshire (142/145)

% Agree: ‘the BBC offers a bit, a lot, or everything I need’


17

Moreover, there remain clear differences in opinion by demographic background. Older

people, aged 55-64 (61%) and 65 or over (71%) are significantly more likely to feel that the

BBC meets their needs compared to their younger counterparts (50% of those aged under

55).

There is also a clear pattern by social grade, with those from the highest AB grade (68%)

being significantly more likely to feel that the BBC offers at least ‘quite a bit’ of what they

need compared to those from the lowest DE grade (44%). Similarly, those who feel they are

‘living comfortably’ or ‘doing alright’ (63%) are significantly more likely to believe that the

BBC offers at least ‘quite a bit’ of what they need compared to those who are ‘finding it

difficult’ financially (38%).


18

3. Value for money

3.1 Overall views on value for money

Three in five (58%) people in England feel that their household gets ‘very good’ or ‘fairly

good’ value for money for the TV licence fee, which is consistent with previous years of

research, although lower than the 2008 score (61%). Trend data for perceived value for

money is shown in Figure 3.1 below.

Figure 3.1: Value for money

Nearly two in five (37%) in England feel that they get ‘not very good value’ or ‘not at all good

value’ for the licence fee.

As Figure 3.2 shows, compared to other nations in the UK, those in England and Wales are

more likely to say that the TV licence fee offers good value for money (62% and 58%

respectively), while those in Scotland (49%) and Northern Ireland (46%) are slightly (but not

significantly) less likely to agree.

61%

55%

60%

60%57% 58% 58% 58% 60%

57% 58%

35%

42%

36%

37% 39% 38% 39% 37% 37% 39% 37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

% Good value

% Not good value

QValue. Thinking back over the last month and remembering the BBC programmes you and your household may have watched on TV

or heard on the radio, as well as any BBC internet sites you may have visited, to what extent do you feel your household gets value

for the licence fee you pay? Base: All respondents in England (n=1,625)


19

Figure 3.2: Value for money: sub-group analysis by nation

As shown in Figure 3.3, regionally there is a fairly stable proportion of people who think they

get good value for the licence fee. Since 2014 the only downward shift has been in the

South West and West where those saying they get good value has declined from 67% to

54%.

Figure 3.3: Value for money: sub-group analysis by region

As seen in previous years, in England there is some variation by age, with older people aged

55+ being more likely to believe that the licence fee is good value for money. The oldest age

group aged 75+ are most likely to agree that the BBC offers good value for money (76%),

although this perception is likely to reflect the fact that this group are exempt from paying the

licence fee (see Figure 3.4 below).

As in previous years, there is also a clear relationship between social grade and perceived

value for money provided by the licence fee. Two thirds (67%) of the highest AB social grade

believe that the BBC offers value for money, compared to just half (52%) among the lowest

DE social grade. Along similar lines, those who feel they are ‘living comfortably’ or ‘doing


46%49%

62%58%57%

43%49%

56%57%56%

43%49%

53%

60%58%


For most of the devolved nations, perceived

value for money of the licence fee remains stable

% Very/ fairly good value for money

QValue. Thinking back over the last month and remembering the BBC programmes you and your household may have watched on TV or

heard on the radio, as well as any BBC internet sites you may have visited, to what extent do you feel your household gets value for the

licence fee you pay? Base: All respondents (n=2,831)


57%54%

63%59%57%59%58%56%58%

54%

67%64%

50%53%

64%

51%

59%57%

Yorks &Lincolnshire

South West &West

South East &South


East & WestMidlands

LondonEastEngland

Autumn 2015

Autumn 2014

Among the BBC regions in England, people living in the South and

South East are most likely to perceive the licence fee as good value



licence fee you pay? Base: All respondents in England (1199/1,652), East (78/152), London (256/369), Midlands (198/213), NE & Cumbria

(123/140), North West (150/218), SE & South (131/250), SW & West (121/165), Yorks & Lincolnshire (142/145)

% Good value


20

alright’ (65%) are significantly more likely to believe the licence fee provides good value for

money compared to those who are ‘finding it difficult’ financially (42%).

Figure 3.4: Value for money: demographic sub-group analysis

As illustrated in Figure 3.5, perceived value for money also rises in line with consumption of

BBC content, which is consistent with the pattern seen in previous years of the research.

Figure 3.5: Value for money: sub-group analysis by BBC consumption

People who consume BBC content via 5 platforms (78%) or via 6 platforms (73%) are most

likely to feel it provides value for money. Similarly, those who consume more than 11 hours

of BBC content per week (69%) are also more likely to feel that the BBC offers good value

for money.

60%

57%

55%

54%

53%

56%

61%

71%

76%

59%

53%

Male

Female

16-24

25-34

35-44

45-54

55-64

65-74

75+

White

BME

Total: Good

value (%)


heard on the radio, as well as any BBC internet sites you may have visited, to what extent do you feel your household gets va lue for the

licence fee you pay? Base: All respondents in England (1,652)

67%

62%

53%

52%

57%

51%

51%

72%

AB

C1

C2

DE

Employed

Unemployed

Student

Retired

26%

44%

50%

58%

66%

78%

73%

None

1 platform

2 platforms

3 platforms

4 platforms

5 platforms

6 platforms

Total: Good

value (%)



licence fee you pay? Base: All respondents in England (1,652)

60%

64%

68%

67%

69%

66%

36%

34%

54%

69%

BBC TV

BBC Radio

BBC iPlayer

BBC website

BBC apps

BBC social media

0-3 hours

4-5 hours

6-10 hours

11+ hours

Number of BBC platforms consumed BBC platform consumed

Number of BBC hours consumed


21

4. Creativity Stimulating creativity and cultural excellence

4.1 Overall views on the Creativity purpose

The BBC’s performance against the Creativity purpose overall has not changed significantly

since the previous survey in autumn 2014. The average performance score across all

statements is 61% (2014: 63%) in England and the average importance score is 67% (2014:

67%).

Of the individual aspects which make up the Creativity purpose, the production of high

quality programmes or online content is the BBC’s most notable strength, with 76% of

people in England agreeing. A large proportion also agree that the BBC provides

programmes and online content which cover a wide range of cultural activities (75%) and

that the BBC has a wide range of enjoyable and entertaining programmes and online content

(73%).

By contrast, fewer than two in five (38%) agree that BBC programmes or online content

sometimes make them want to take part in a specific event or activity, making this the lowest

performing statement for this purpose. Having risen between 2013 and 2014, performance

on this statement has decreased significantly since 2014. The only other significant change

is for the statement ‘The BBC helps me enjoy my interests, hobbies and passions’ (54%),

down four percentage points since 2014.

The performance scores and performance gaps for statements in this section are

summarised below in Figure 4.1.

Figure 4.1: Creativity: performance scores

27Confidential: For research purposes only

76%

75%

73%

61%

60%

54%

53%

38%

The BBC makes high quality programmes or online content

The BBC provides programmes and online content which cover awide range of cultural activities

The BBC has a wide range of enjoyable and entertainingprogrammes and online content

The BBC has lots of fresh and new ideas

The BBC introduces me to new presenters, actors, writers andmusical artists from the UK

The BBC helps me enjoy my interests, hobbies and passions

The BBC makes programmes or online content that no otherbroadcaster would make

Programmes or online content on the BBC sometimes make mewant to take part in a specific event or activity

Performance (i.e. NET Agree)

QPerfCreativity. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpCreativity. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)

The BBC’s performance against the Creativity purpose has not

changed significantly since the previous survey

Change

since 2014

-

-

-1

-2

-1

-4

+1

-6

Performance

Gap*

-5

+3

-7

-14

+3

-7

-12

-4

* = Agreement minus Importance

Change since 2014

-

-

-1

-2

-1

-4

+1

-6

Performance Gap*

-5

+3

-7

-14

+3

-5

-12

-4


22

The average performance and importance scores for the Creativity purpose are in line with

the trend over the past 5 years, and also consistent with the average performance score

from the first survey in 2008 (65%), as shown in Figure 4.2.

Figure 4.2: Creativity: trend data

Across the nations, average performance scores are broadly similar. The average

performance score of 61% in England compares to 62% in Wales, 58% in Scotland and 55%

in Northern Ireland.

4.2 Fresh and new ideas

Three in five (61%) people in England agree that the BBC has lots of fresh and new ideas,

which is consistent with the 2014 score of 63%. This shows a stabilisation of this score over

the last three years, after the uplift to 63% in Autumn 2013. It is also significantly higher

compared to the first survey in 2008 (56%). Importance scores since 2008 have remained

stable.

Figure 4.3 shows the average performance and importance scores for this statement since

2008.


56%

60%

56%59% 59%

57%

61%59%

62%63%

61%

65%68%

65%67%

65%63%

67% 67% 67% 67% 67%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

The average performance score for the Creativity

purpose is in line with the trend over the past 5 years

-9 -8 -9 -7 -7 -6 -6 -8 -5 -4 -6 Performance

gap

QPerfCreativity. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)



23

Figure 4.3: Fresh and new ideas: trend data

As with other measures within the Creativity purpose, the findings indicate that those in

England (61%) and Wales (62%) are more likely to agree that the BBC has lots of fresh and

new ideas than those in Scotland (58%) and Northern Ireland (55%). However, these

differences are not statistically significant.

This statement continues to have the largest performance gap of all the Creativity

statements and the third largest in the PRS as a whole (-14), highlighting its perceived

importance in England. However, this performance gap has improved over time and is

smaller than that recorded in 2008 (-20).

As shown below in Figure 4.4 and Figure 4.5, agreement that the BBC has lots of fresh and

new ideas correlates positively with the number of BBC platforms used, and the number of

hours of BBC content consumed per week.

Those who access BBC content in a variety of ways are much more likely to agree that the

BBC has lots of fresh and new ideas. From 0-5 platforms, the performance score increases

significantly for every extra platform used, before reaching a plateau at five platforms (the

decrease in value for six platforms is not statistically significant).

56%58%

53% 55% 55% 54%57% 56%

63% 63%61%

76% 78% 77% 76% 76% 75%78% 79% 78% 77% 75%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

-20 -20 -24 -21 -21 -21 -21 -23 -15 -13 -14 Performance

gap

QPerfCreativity. To what extent do you agree or disagree with the following statement? Base: All respondents in England (n=1,652)


The BBC has lots of fresh and new ideas


24

Figure 4.4: Fresh and new ideas: sub-group analysis by number of platforms

As shown in Figure 4.5, there is also a positive correlation between the amount of BBC

content consumed per week and performance score for this statement, as only two in five

(39%) of those who consume fewer than three hours of BBC content per week agree

compared to seven in ten (70%) of those who consume eleven hours or more.

Figure 4.5: Fresh and new ideas: sub-group analysis by consumption of BBC content

Some differences are also evident by social grade with ABs significantly more likely to agree

that the BBC has lots of fresh and new ideas (65%) compared to DEs (54%), as shown in

Figure 4.6.



The belief that the BBC has lots of fresh and new ideas

correlates positively with the number of platforms used

% Agree: ‘The BBC has lots of fresh and new ideas’

24%

45%

51%

63%

71%

78%

74%

No platforms

1 BBC platform

2 BBC platforms

3 BBC platforms

4 BBC platforms

5 BBC platforms

6 BBC platforms






40%

39%

58%

70%

0-3 hours (BBC content)

4-5 hours

6-10 hours

11+ hours


25

Figure 4.6: Fresh and new ideas: sub-group analysis by social grade

There were also differences by subjective income, with those who feel they are ‘living

comfortably’ significantly more likely to agree that the BBC has fresh and new ideas than

those who are ‘just about getting by’ or ‘finding it quite/very difficult’. Agreement by

subjective income is illustrated in Figure 4.7 below.

Figure 4.7: Fresh and new ideas: by subjective income

As shown in Figure 4.8, the unemployed are significantly less likely to agree that the BBC

has lots of fresh and new ideas (53%) than those employed (61%), students and people who

are retired (both 64%).





65%

64%

60%

54%

AB

C1

C2

DE






68%

65%

57%

54%

42%

Living comfortably

Doing alright



Finding it very difficult



26

Figure 4.8: Fresh and new ideas: by employment

However, there are no significant differences by age, gender or ethnicity.

Regional scores for this aspect of the Creativity purpose are displayed in Figure 4.9 below,

which shows that the South (69%) and East Midlands (67%) are the most likely to agree that

the BBC has fresh and new ideas, whereas the South West (54%) is the least likely to agree.

Figure 4.9: Fresh and new ideas: regional analysis

4.3 Distinctive content

Just over half of the people in England (53%) agree that the BBC provides distinctive

programmes and online content that no other broadcaster would make. Although this

statement has the second largest performance gap of all the Creativity purpose statements

(-12), it remains consistent with the performance gaps seen in previous years.

Three quarters (76%) agree that ‘the BBC makes high quality programmes or online content’

and this has remained stable over the past four years.



Older people and those who access the BBC via multiple

platforms are most likely to say the BBC is ‘distinctive’


61%

53%

64%

64%

Employed

Unemployed

Student

Retired

QPerfCreativity. To what extent do you agree or disagree with the following statement?

Base: All respondents: England (1,652), East (152), London (369), Midlands (213), NE & Cumbria (140), North West (218), SE & South (250), SW

& West (165), Yorks & Lincolnshire (145)

54%

57%

58%

59%

59%

61%

62%

63%

66%

67%

69%

61%

South West

West Midlands

East

South East

NE & Cumbria

London

Yorks & Lincs

North West

West

East Midlands

South

England

% Agree: ‘The BBC has lots of fresh and new ideas'


27

Figure 4.10 displays the trend data for the statements ‘the BBC makes content that no other

broadcaster would make’ and ‘the BBC makes high quality programmes or online content’.

Figure 4.10: Distinctive content: trend data


76% 77% 76% 76%

47% 50% 52% 53%

Wi 12/13 Au 2013 Au 2014 Au 2015 Wi 12/13 Au 2013 Au 2014 Au 2015

Makes content no other broadcaster

would make

High quality programmes and content

XXXX

QPerfCreativity. To what extent do you agree or disagree with the following statement? Base: All England respondents (1,652)

QImpCreativity. How important or unimportant for you personally is it that…? Base: All England respondents (1,652)

-16 -10 -12 -12-6 -3 -3 -5Performance

gap


28





53%

56%

50%

44%

37%

33%

49%

62%

England

Wales

Scotland

N. Ireland

0-3 hours (BBCcontent)

4-5 hours

6-10 hours

11+ hours

% Agree: ‘The BBC makes programmes/online content that no other broadcaster would make’

24%

37%

44%

55%

62%

69%

72%

No platforms

1 BBC platform

2 BBC platforms

3 BBC platforms

4 BBC platforms

5 BBC platforms

6 BBC platforms





55%

52%

52%

59%

52%

52%

51%

52%

65%

Men

Women

16-24

25-34

35-44

45-54

55-64

65-74

75+


53%

56%

61%

58%

51%

43%

56%

42%

53%

56%

White

BME

AB

C2

C2

DE

Employed

Unemployed

Student

Retired

Figure 4.11 shows the subgroup analysis for the statement ‘the BBC makes content that no

other broadcaster would make’.

Figure 4.11: Distinctive content: sub-group analysis

As in the case of ‘fresh and new ideas’, the more platforms people access the BBC on, the

more likely they are to agree that the BBC produces distinctive content. There is also some

variation by social grade, with those from the highest AB grade (61%) being significantly

more likely to agree than those from the lowest DE grade (43%). The employed are also

more likely to agree (56%) compared to the unemployed (42%) and those who consume six

or more hours of BBC content are also more likely to agree than those who consume less

than six hours of BBC content.

Across the UK nations, people in Wales are most likely to agree that the BBC make

programmes and online content that no other broadcaster would make with 56% of people

agreeing compared to 53% of people in England and 50% of people in Scotland. Those in

Northern Ireland are least likely to agree with this statement (44%).

There are no significant differences by age, gender or ethnicity.


29

There were again differences by subjective income with those who say they live comfortably

significantly more likely to agree that the BBC makes programmes/online content that no

other broadcaster would make than all others. This analysis is displayed in Figure 4.12.

Figure 4.12: Distinctive content: sub-group analysis by subjective income

Again, similar to ‘fresh and new ideas’, the South (69%) and East Midlands (57%) are the

regions most likely to agree that the BBC makes programmes/online content that no other

broadcaster would make. People in the West of England (41%) are the least likely to agree.

The full regional breakdown is shown in Figure 4.13.

Figure 4.13: Distinctive content: regional analysis





65%

57%

47%

53%

38%

Living comfortably

Doing alright



Finding it very difficult


QPerfCreativity. To what extent do you agree or disagree with the following statement?

Base: All respondents: England (1,652), East (152), London (369), Midlands (213), NE & Cumbria (140), North West (218), SE & South (250), SW

& West (165), Yorks & Lincolnshire (145)

41%

47%

49%

53%

53%

53%

54%

55%

56%

57%

69%

53%

West

East

NE & Cumbria

South West

South East

Yorks & Lincs

North West

West Midlands

London

East Midlands

South

England



30

5. Citizenship Sustaining citizenship and civil society

5.1 Overall views on the Citizenship purpose

The statements for the Citizenship purpose have an average performance score of 63%,

which is consistent with the average score for 2014 (64%). Across all statements, there were

no significant changes since the previous survey. The performance scores and gaps for all

statements can be seen in Figure 5.1.

Figure 5.1: Citizenship: performance

Overall, performance and importance ratings for the Citizenship purpose have remained

broadly unchanged over recent years in England and the 2015 data shows a continuation of

this trend. Figure 5.2 shows the changes in these scores over time. Performance has

remained stable in the longer term (with an average performance score of 64% in 2008) but

importance has shown some variation (starting at 65% in 2008) but now stabilising around

68/69%.

Figure 5.2: Citizenship: trend data


70%

66%

66%

61%

60%

60%

58%

The BBC makes news and current affairs and other topicalissues interesting to me

The BBC helps me understand UK-wide politics

The BBC provides high quality independent journalism

BBC coverage of the news and current affairs has got metalking about them

The BBC helps me understand politics in the other nations ofthe UK

The BBC helps me understand politics in Europe

The BBC helps me understand politics in my nation/region


QPerfCitizenship. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpCitizenship. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)

The BBC’s contribution to news and current affairs is highly regarded. Yet

there are ‘performance gaps’ in providing high quality independent

journalism and the BBC helping people understand politics

Change

since 2014

-1

-1

-

-3

-1

-

-1

Performance

Gap*


-5

-7

-11

+1

-5

-6

-8


64%66%

62%

64%

63%61%

63% 62%65% 64%

63%

65%

71%

66%

63%

63%61%

66%68% 69%

68% 69%

40%

45%

50%

55%

60%

65%

70%

75%

80%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

Average performance for the Citizenship purpose has

remained broadly unchanged over recent years

-1 -4 -4 +1 0 -1 -2 -7 -4 -4 -6 Performance

gap




31

However, there remain notable ‘performance gaps’ in terms of providing high quality

independent journalism and the BBC helping people understand politics.

When compared to the other UK nations, the overall score for the Citizenship purpose in

England (63%) is a little higher (but not significantly) than in Scotland (60%) and Northern

Ireland (60%), and a little lower – but not significantly – than that in Wales (66%).

5.2 Providing high quality independent journalism

While two thirds of the English public (66%) agree that the BBC ‘provides high quality

independent journalism’, the performance gap for this statement is wide though in line with

the last three years. Figure 5.3 shows the trend data for this measure. There has been little

change in the perceived importance of this measure since 2008 (75% in 2008) but there has

been a fall in performance over time, from 71% in 2008.

Figure 5.3: Providing high quality independent journalism

There are no significant differences between England and the other nations on this measure,

with the English performance score (66%) broadly in line with that in Wales (65%), Scotland

(62%) and Northern Ireland (62%).


71%73%

69%

73%

72%70% 71%

65% 67% 66% 66%

75%

80%

75%

73%

74%72%

77% 77% 77%75%

77%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

The performance gap for ‘the BBC provides high quality

independent journalism’ is at its widest for four years

-4 -6 -7 0 -2 -2 -5 -13 -9 -9 -11 Performance

gap



‘The BBC provides high quality independent journalism’


32

5.3 Understanding politics in the nations

Helping people to understand politics in various different nations and regions is a key part of

the BBC’s Citizenship purpose. While it performs fairly well at helping people to understand

UK-wide politics, it performs less well in helping people to understand politics in their own

nation or region, the other nations of the UK and Europe.

Residents in Scotland and Northern Ireland are significantly less likely than those in England

and Wales to agree that the BBC helps them to understand politics at the UK-wide level, but

scores for understanding politics in their own nation/region and other regions in the UK are

fairly consistent across each nation.

The full breakdown of performance scores by nation is shown in Table 5.1 below.

Table 5.1: Understanding politics statements: Performance scores by nation

Statement

Nation

England Wales Scotland Northern Ireland


66% 71% 63% 62%


60% 62% 54% 59%

The BBC helps me understand politics in my

nation/region 58% 66% 59% 59%

The BBC helps me understand politics in the

other nations of the UK 60% 63% 58% 57%

Unweighted base 1,652 385 412 382

Looking at the regions of England (Figure 5.4 below), the East (64%), London (64%) and

North West (64%) are the most likely to agree that the BBC helps people understand politics

in their nation/region.

Figure 5.4: Understanding politics in each nation/region


51%54%52%

64%58%57%

64%64%58%

54%56%51%

58%66%64%61%63%

59%

Yorks &Lincolnshire

South West &West

South East &South


East & WestMidlands

LondonEastEngland

Autumn 2015

Autumn 2014

Those in London, the North West and the East are most likely to

say the BBC helps them understand politics in their nation/ region

QMISS. To what extent do you agree or disagree with each statement? ‘Helps me understand politics in my nation/ region’

Base: All respondents (n=2,831) Base: All respondents: UK (2,831), England (1,652), East (152), London (369), Midlands (213), NE & Cumbria

(140), North West (218), SE & South (250), SW & West (165), Yorks & Lincolnshire (145)

% Agree: ‘Helps me understand politics in my nation/ region’


33

6. Global Bringing the UK to the world and the world to the UK

6.1 Overall views on the Global purpose

The average performance score for statements across the Global purpose is 72%, a slight

but not statistically significant decrease on 2014. However, while it continues to be the best

performing purpose, the average Global purpose performance is now tracking at its lowest

level. Figure 6.1 shows the changes in performance and importance score for this purpose

over time.

Figure 6.1: Global: trend data

In particular, significantly fewer people in England believe that ‘the BBC is good at

presenting a positive image of the UK to the rest of the world’ compared to 2014.

Performance for all statements is shown in Figure 6.2. For the other two statements, there

has been no significant change since 2014.

Figure 6.2: Global: performance


75% 81%

75%

79%

75% 76%

83%

73% 74% 74%72%

74%

83%

75%

77%

74%75%

82%79% 79%

78% 77%

50%

55%

60%

65%

70%

75%

80%

85%

90%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

Average performance for the Global Purpose

performance score has dipped slightly

+1 -1 0 +2 0 +1 +1 -6 -5 -4 -5 Performance

gap

QPerfGlobal. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpGlobal. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)

78%

72%

65%

The BBC helps me understand what is going on inthe wider world, such as international news and

events

The BBC helps me understand the cultures andlifestyles of people from around the world

The BBC is good at presenting a positive image ofthe UK to the rest of the world

Performance (i.e.NET Agree)

QPerfGlobal. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,625)


Change

since 2014

-1

-2

-5

Performance

Gap*


-2

-2

-11


34

As in previous years, people in England and Wales are significantly more likely to say that

the BBC helps them to understand what is going on in the wider world (78% and 80%

respectively) compared to the other UK nations. However, when it comes to helping people

understand different cultures and lifestyles, and presenting a positive image of the UK,

scores across the nations are very similar, as displayed in Table 6.1 below.

Table 6.1: Global: Performance scores by nation

Statement

Nation


The BBC helps me understand what is going on

in the wider world, such as international news and

events

78% 80% 73% 72%

The BBC helps me understand the cultures and

lifestyles of people from around the world

72% 72% 69% 70%

The BBC is good at presenting a positive image of the UK to the rest of the

world

65% 66% 64% 61%

Unweighted base 1,652 385 412 382

The performance score for the statement ‘the BBC is good at presenting a positive image of

the UK to the rest of the world’ is in keeping with the longer term trend. Trend data can be

seen in Figure 6.3.

Figure 6.3: Presenting a positive image of the UK: trend data

There are no significant differences in opinion by ethnicity, with two thirds of white British

people (65%) and people from minority ethnic backgrounds (67%) agreeing that the BBC

presents a positive image of the UK.

However, those who are say that they are religious (72%) and specifically those who follow

Christianity (74%) are significantly more likely to say the BBC is good at presenting a

67% 68% 70%65%

79% 80% 78% 76%

0%

20%

40%

60%

80%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

-13 -12 -9 -11 Performance

gap

QPerfGlobal. To what extent do you agree or disagree with the following statement? Base: All respondents (n=2,831)

QImpGlobal. How important or unimportant for you personally is it that…? Base: All respondents (n=2,831)

‘The BBC is good at presenting a positive image of the UK to the rest of the world’


35

positive image of the UK compared to their non-religious counterparts (61%) and other

religions (63%).

The perception that the BBC ‘is good at presenting a positive image of the UK to the rest of

the world’ is consistent across the different types of BBC platforms consumed.

Figure 6.4 displays the sub-group analysis on this measure5.

Figure 6.4: Presenting a positive image of the UK: sub-group analysis

5 Nb. Figures are displayed for Christianity and Islam as the base size for these faiths was large enough for

analysis (Christianity : 513; Islam: 76). Base sizes for Hinduism (n=26), Judaism (n=9) and Sikhism (n=10) are too small for analysis.


QPerfGlobal. To what extent do you agree or disagree with the following statement? Base: All respondents in England (n=1,652)


The perception that the BBC ‘is good at presenting a positive image

of the UK to the rest of the world’ is consistent across platforms

67%

70%

70%

71%

73%

74%

BBC TV

BBC Radio

BBC iPlayer

BBC website

BBC apps

BBC social media

BBC platform consumed

65%

53%

66%

72%

67%

72%

61%

74%

63%

62%

White

Mixed

Asian

Black

NET: BAME

Religious

Non-religious

Follow Christianity

Follow another religion

Follow Islam

Ethnicity

Religion / faith

% Agree: ‘The BBC is good at presenting a positive image of the UK to the rest of the world’


36

7. Nations, regions &

communities Representing the UK, its nations, regions and communities

7.1 Overall views on the Nations, regions & communities purpose

As in 2014, the Nations, regions & communities purpose was the lowest performing in the

PRS in England, achieving an average score of 51% across most statements in the Nations

purpose (excluding the three statements not asked of the full sample)6. This is a significant

decline from the average score of 55% in 2014.

However, the average performance and importance scores for this purpose are consistent

with recent years. Figure 7.1 shows the trend data for average performance and importance

scores over time. There has been a significant increase since 2008 in both performance

(45% to 51% in 2015) and importance (54% to 59% in 2015).

Figure 7.1: Nations, regions and communities: trend data

There have also been some significant changes in the scores for specific statements. In

particular, there has been a significant decline in the proportion describing the BBC as good

at representing life in their nation/region in both news and entertainment programming, as

well as a significant decline in those agreeing that their regional BBC content provides

programmes and online content that is for people like them, as illustrated in Figure 7.2.

6 Nb. For consistency with previous years, the average performance scores for the Nations purpose sub-group

analysis by nation exclude statements not asked of the full sample (i.e. ‘The BBC supports my language with programming and other content’, ‘The BBC is good at representing my faith’ and ‘The BBC is good at representing my ethnic group’) due to smaller base sizes within the individual nations. However, performance scores for these statements are included for information in the charts throughout this chapter.


45% 46% 48%43%

48%

40%46%

49% 53% 55%51%

54%50% 54%

46%

53%

42%47%

61% 61% 62%59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

Average performance/importance and performance gap for the

Nations purpose remains broadly unchanged from recent surveys

-9 -4 -6 -3 -5 -2 -1 -11 -8 -7 -8 Performance

gap

QPerfNations. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpNations. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)


37

Figure 7.2: Nations, regions and communities: performance

At the overall level, there is relatively little variation by nation for the Nations, regions and

communities purpose, with the only significant difference being between the highest and

lowest scoring nations, Wales (52%) and Northern Ireland (47%)7. Since 2014, there has

been a decrease in the average score in Northern Ireland, but this is not statistically

significant, while the average score in England has fallen significantly (from 55% to 51%).

Figure 7.3 shows the average scores by nation for this purpose for the last three years.

Figure 7.3: Nations, regions and communities: sub-group analysis by nation

7 Nb. For all nations, the average performance scores exclude statements not asked of the full sample due to

small base sizes for these statements.


66%

60%

55%

54%

The BBC supports my language with programming and othercontent (BASE: 78)

My regional BBC content provides programmes and onlinecontent that is for people like me

The BBC is good at representing life in my nation/region to therest of the UK in its drama, documentaries, and other

entertainment programmes and online content

The BBC is good at representing life in my nation/region to therest of the UK in its main UK news and current affairs

programmes and online content


QPerfNations. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652) unless stated

QImpNations. How important or unimportant for you personally is it that…? Base: All respondents (n=1,652) unless stated

There has been a significant decline in the proportion describing

the BBC as good at representing life in their region

Change

since 2014

+2

-5

-5

-7

Performance

Gap*


-4

-10

-9

-11


47%49%52%51%

54%

47%52%

55% 55%

46%47%

53%

Northern IrelandScotlandWalesEngland

Updated nations averages

QPerfNations. To what extent do you agree or disagree with the following statements?

Base: All respondents: England (1,652), Wales (385), Scotland (412), Northern Ireland (382).

Average Nations performance


38

7.2 Nations, regions and communities: differences by region

There is variation in agreement across the English regions when asked to what extent their

BBC region represents them. Figure 7.4 shows the scores for the regions regarding

representation of the region in both news/current affairs and drama/entertainment, as well as

the provision of content for ‘people like me’.

Figure 7.4: Nations, regions and communities: representing English regions

The lowest average scores for representation of particular regions in news/current affairs or

drama/entertainment were given in:

North East and Cumbria:

49% for news/current affairs

49% for drama/entertainment

South East and South:

50% for news/current affairs

46% for drama/entertainment

By contrast, the highest scores were given in:

London:

60% for representation in news/current affairs

63% for representation in drama/entertainment

North West:

57% for representation in news/current affairs

63% for representation in drama/entertainment


58%59%55%

64%

56%56%

64%66%

53%52%50%

57%

49%55%

60%

53%

60%54%

46%

63%

49%51%

63%

52%

Yorks &Lincolnshire

South West &West

South East &South


East & WestMidlands

LondonEast

Provides programmes/online content for people like me

Representing my region in news/current affairs

Representing my region in drama/entertainment

People living in the South/SE and NE/Cumbria are less likely than those

in other parts of England to feel their BBC region represents them

% Agree

QPerfNations. To what extent do you agree or disagree with the following statements? Base: All respondents: East (152), London (369),

Midlands (213), NE & Cumbria (140), North West (218), SE & South (250), SW & West (165), Yorks & Lincolnshire (145)


39

People in the East are most likely to feel their BBC region produces content for people like

them (66%), followed by London and the North West (both 64%). The lowest agreement for

this statement was given in the South East and South (55%).

7.3 Representing different communities, religions and minority ethnic groups

Overall, 44% of people in England feel that the BBC improves their understanding of

religions and other beliefs. While this represents a significant decline on the 2014 score

(49%), this statement also has a smaller performance gap compared to most other priorities

for this purpose.

Conversely, there has been a slight increase (+5, but not significant) in the number of non-

White British people8 who feel the BBC is good at representing their ethnic group (45%).

However, the performance gap for this measure remains large (-18), showing the importance

attributed to this issue.

Figure 7.5: Nations, regions and communities: performance

8 Nb. For consistency with the analysis from previous years, this performance score includes all non-White British

people (n=409), i.e. it includes people from White backgrounds who are not British.


52%

47%

45%

44%

43%

The BBC supports the native languages of the UK other thanEnglish with programming and other content

The BBC is good at representing my faith (BASE: 662)

The BBC is good at representing my ethnic group (BASE: 409)

The BBC improves my understanding of religions and otherbeliefs

The BBC helps me feel more involved and interested in mylocal community


The BBC is rated more highly than last year at representing ethnic minority

audiences. However, there remains a wide performance gap for this metric

Change

since 2014

-1

+2

+5

-5

Performance

Gap*


-2

+1

-21

-18

-6

-11

QPerfNations. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652) unless stated

QImpNations. How important or unimportant for you personally is it that…? Base: All respondents (n=1,652) unless stated


40

Overall, 47% of those who follow any faith or religion agree that the BBC is good at

representing their particular faith or religion. Around half (49%) of those who say that they

follow Christianity feel that the BBC is good at representing their faith or religion, but this

drops to 39% when looking at those who claim to be followers of non-Christian faiths (as per

Figure 7.69).

Specifically among people of minority ethnic backgrounds10, 48% agree that the BBC is good

at representing their own ethnic group. There is some variation on this statement, however;

for instance, Black people (58%) are more likely to agree than Asian people (44%). Figure

7.6 shows responses to both statements by faith and ethnic group.

Figure 7.6: Representing different religions and ethnic groups

9 Nb. Figures are displayed for Christianity and Islam as the base size for these faiths was large enough for

analysis (Christianity : 513; Islam: 76). Base sizes for Hinduism (n=26), Judaism (n=9) and Sikhism (n=10) are too small for analysis. 10

Nb. This figure includes only those from non-White backgrounds (n=345).


Black people are more likely than Asian people and especially those from a

mixed ethnic background to believe the BBC is good at representing their

ethnic group

47%

49%

39%

45%

Total: Follow any faith/religion

Follow Christianity

Follow any non-Christian faith

Follow Islam

% Agree: ‘The BBC is good at representing my

faith/religion’

QPerfNations. To what extent do you agree or disagree with the following statements?

Base: All with faith/religion (662). Base: All ethnic minorities (345).

48%

32%

44%

58%

All ethnic minorities

Mixed

Asian

Black

% Agree: ‘The BBC is good at representing my

ethnic group’


41

8. Education

Promoting education and learning

8.1 Overall views on the Education purpose

Overall, statements for the Education purpose receive an average score of 68%, making it

the second highest performing purpose across the PRS. The significant decrease in

importance attributed to the Education statements has resulted in a narrowing of the

performance gap, a continuation of a trend from autumn 2013. Figure 8.1 shows the

changes in these scores over time. Since 2008, both scores have declined significantly (79%

in 2008 to 72% in 2015 for importance and 76% in 2008 to 68% in 2015 for performance).

Figure 8.1: Education: trend data


76%72%

76%

69%71%

66%72%

68% 71% 71%68%

79%76%

81%77% 79%

69%

77% 77% 79%76%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

The Education purpose performance gap has narrowed in

recent years

-3 -4 -6 -8 -8 -3 -4 -9 -8 -5 -4 Performance

gap

QPerfEducation. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpEducation. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)


42

Overall, the average performance for the Education purpose is consistent across the

different UK nations. England (68%) has a slightly higher average score compared to other

nations, while the score for Northern Ireland (57%) is slightly lower.

Figure 8.2: Education: sub-group analysis by nation

Agreement with the Education purpose statements remains generally high. Despite a three-

point decrease since 2014, more than seven in ten (71%) agree that they have ‘learned new

things from programmes or online content on the BBC’. Nearly two thirds (65%) agree that

the BBC helps children/teenagers with what they learn at school/college, showing a

continued high regard for the educational focus of BBC programmes.

Figure 8.3: Education: performance


68%64% 66%

57%

72% 71% 73%66%

England Scotland Wales Northern Ireland

Performance Importance

QPerfEducation. To what extent do you agree or disagree with the following statements? Base: All respondents (2,831)

QImpEducation. How important or unimportant for you personally is it that…? Base: All respondents (2,831)

2015

Performance

gap

-4 -7

UPDATED

-7 -9


71%

65%

I have learned new things from programmes oronline content on the BBC

The BBC helps children/teenagers with what theylearn at school/college


QPerfEducation. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652)

QImpEducation. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652)

The BBC continues to be highly regarded in terms of the

educational focus of its programmes

Change

since 2014

-3

-2

Performance

Gap*


-2

-6


43

Parents with children in their household are more likely than those without children in their

household to rate the BBC’s educational role in helping children and teens with what they

learn at school/college (75% vs. 62%).

Figure 8.4: Education: sub-group analysis

72%70%75%

62%

Children aged 18 & under in householdNo children aged 18 & under in household

Have learned new things from BBC programmes or online content

The BBC helps children/teens with what they learn at school/college% Agree

QPerfEducation. To what extent do you agree or disagree with the following statements? Base: All with children (464), All without children in

household (859). QImpEducation. How important or unimportant for you personally is it that…?

-7 -3

2015

Performance

gap-1 -3


44

9. Digital Delivering to the public the benefits of emerging communications,

technologies and services

9.1 Overall views on the Digital purpose

The average performance score for the Digital purpose in England is 56%. Although this

represents a four point decrease since 2014, scores for this purpose remain high in historical

terms, as illustrated in Figure 9.1. Over time, digital channels are becoming increasingly

widely used and relevant. As such, ratings for both importance and performance are

significantly higher than they were when first measured in 2008. However, as Figure 9.1

shows, scores for both importance and performance in England have plateaued since

2012/13.

Figure 9.1: Digital: trend data

There have been significant decreases in performance across several measures, as shown

in Figure 9.2. Despite these changes, however, the notably small performance gaps for this

purpose illustrate that the BBC is generally meeting people’s needs.


36%

32%

39%37% 37% 35%

41%49%

55%

60%56%

35%

35%

33% 32% 31% 30%

36%

53%56%

60%57%

0%

10%

20%

30%

40%

50%

60%

70%

Autumn2008

Spring2009

Autumn2009

Spring2010

Autumn2010

Spring2011

Autumn2011

Winter12/13

Autumn2013

Autumn2014

Autumn2015

Performance(%)

Importance(%)

Despite a dip in performance, the BBC’s average Digital

purpose score remains high in historical terms

+1 -3 +7 +6 +5 +6 +5 -4 -1 0 -1 Performance

gap

QPerfComms. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652).

QImpComms. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652) .


45

Figure 9.2: Digital: performance

The average performance score against the Digital purpose in England is similar to the rest

of the UK. It is in line with the scores in Scotland (55%) and Wales (52%), but slightly higher

than Northern Ireland (45%).

Users of the BBC’s digital services in England tend to give more positive ratings, as

displayed in Table 9.1 below. For example, those who use the BBC website, iPlayer, BBC

apps or social media content are all significantly more likely than average to say that the

BBC provides quality content that they enjoy or find useful on the internet. All percentages

highlighted in bold in the table below are significantly higher than the overall score.

Table 9.1: Digital: sub-group analysis by users in England

% Agree by sub-group

Total

(n=1,625)

BBC website users

(n=891)

BBC iPlayer users

(n=796)

BBC app users

(n=602)

Accessed BBC content

on social media

(n=234)

The BBC provides quality content that I find enjoyable or useful on the internet

65% 80% 83% 82% 82%

The BBC provides quality content that I find enjoyable or useful on mobile phones and tablets

53% 66% 69% 79% 74%

The BBC provides quality content that I find enjoyable or useful on DAB digital radio

48% 58% 58% 62% 71%

The BBC has helped me make the most of new technologies such as interactive TV and the internet

53% 65% 67% 71% 73%


65%

63%

53%

53%

48%

The BBC provides quality content that I find enjoyable or usefulon the internet

The BBC provides quality content that I find enjoyable or usefulon BBC iPlayer

The BBC has helped me make the most of new technologiessuch as interactive TV and the internet

The BBC provides quality content that I find enjoyable or usefulon mobile phones and tablets

The BBC provides quality content that I find enjoyable or usefulon DAB digital radio


QPerfComms. To what extent do you agree or disagree with the following statements? Base: All respondents in England (n=1,652).

QImpComms. How important or unimportant for you personally is it that…? Base: All respondents in England (n=1,652) .

The BBC’s digital provision remains highly regarded although

perceived performance has fallen slightly

Change

since 2014

-3

-

-5

-5

Performance

Gap*


-4

+1

-1

-2

-2

-1


46

The BBC provides quality content that I find enjoyable or useful on BBC iPlayer

63% 78% 82% 80% 79%

Perceptions also vary significantly by age. In particular, people aged between 25 and 44 are

significantly more likely to feel that the BBC provides quality content that they find enjoyable

or useful on the internet, with 73% of 35-44 year olds and 74% of 25-34 year olds agreeing

with this statement. Levels of agreement among each age group are displayed in Table 9.2

below.

Table 9.2: Digital: sub-group analysis by age in England

% Agree by sub-group

Total (n=1,625)

16-24 year olds

(n=179)

25-34 year olds

(n=316)

35-44 year olds

(n=250)

45-54 year olds

(n=306)

55-64 year olds

(n=246)

65+ year olds

(n=355)


65% 67% 74% 73% 64% 61% 51%

The BBC provides quality content that I find enjoyable or useful on mobile phones and tablets

53% 57% 66% 62% 53% 46% 34%


48% 48% 54% 55% 51% 46% 32%


53% 56% 61% 64% 52% 51% 36%


63% 62% 71% 68% 64% 60% 51%


47

Appendices Appendix 1: Trend data for general measures and purposes in England

Appendix Table 1.1: General measures of the BBC’s performance, 2008-2015

General measure Wave Score

Mean ‘overall impression’ score (1-10)

Autumn ‘08 6.8

Spring ‘09 6.7

Autumn ‘09 6.6

Spring ‘10 6.8

Autumn ‘10 6.9

Spring ‘11 6.6

Autumn ‘11 6.8

Winter 12/13 7.3

Autumn ‘13 7.4

Autumn ‘14 7.5

Autumn ‘15 7.4

% agreeing the BBC offers a bit, a lot, or everything I need

Autumn ‘08 n/a

Spring ‘09 n/a

Autumn ‘09 n/a

Spring ‘10 n/a

Autumn ‘10 n/a

Spring ‘11 n/a

Autumn ‘11 n/a

Winter 12/13 58%

Autumn ‘13 59%

Autumn ‘14 61%

Autumn ‘15 55%

% likely to miss the BBC if it wasn’t there Autumn ‘08 81%

Spring ‘09 86%

Autumn ‘09 81%

Spring ‘10 84%

Autumn ‘10 82%

Spring ‘11 79%

Autumn ‘11 82%

Winter 12/13 80%

Autumn ‘13 78%

Autumn ‘14 79%

Autumn ‘15 78%

% saying the BBC offers ‘fairly good’ or ‘good’ value for Autumn ‘08 61%


48

Appendix Table 1.1: General measures of the BBC’s performance, 2008-2015

money Spring ‘09 55%

Autumn ‘09 60%

Spring ‘10 60%

Autumn ‘10 57%

Spring ‘11 58%

Autumn ‘11 58%

Winter 12/13 58%

Autumn ‘13 60%

Autumn ‘14 57%

Autumn ‘15 58%

Appendix Table 1.2: Creativity purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Creativity purpose Autumn ‘08 56 65 -9

Spring ‘09 60 68 -8

Autumn ‘09 56 65 -9

Spring ‘10 59 67 -7

Autumn ‘10 59 65 -7

Spring ‘11 57 63 -6

Autumn ‘11 61 67 -6

Winter 12/13 59 67 -8

Autumn ‘13 62 67 -5

Autumn ‘14 63 67 -4

Autumn ‘15 61 67 -6

The BBC has lots of fresh and new ideas Autumn ‘08 56 76 -20

Spring ‘09 58 78 -20

Autumn ‘09 53 77 -24

Spring ‘10 55 76 -21

Autumn ‘10 55 76 -21

Spring ‘11 54 75 -21

Autumn ‘11 57 78 -21

Winter 12/13 56 79 -23

Autumn ‘13 63 78 -15

Autumn ‘14 63 77 -13

Autumn ‘15 61 75 -14

The BBC makes programmes or online content that no other broadcaster would make

Autumn ‘08 n/a n/a n/a

Spring ‘09 n/a n/a n/a



49






Winter 12/13 47 63 -16

Autumn ‘13 50 60 -10

Autumn ‘14 52 64 -12

Autumn ‘15 53 65 -12

The BBC makes high quality programmes or online content








Winter 12/13 76 83 -6

Autumn ‘13 77 79 -3

Autumn ‘14 76 79 -3

Autumn ‘15 76 81 -5

The BBC introduces me to new presenters, actors, writers, and musical artists from the UK [2009: The BBC introduces me to new UK talent (such as presenters, actors, writers and musical artists)]

Autumn ‘08 55 59 -4

Spring ‘09 66 62 4

Autumn ‘09 56 61 -5

Spring ‘10 64 65 -2

Autumn ‘10 59 62 -4

Spring ‘11 61 60 1

Autumn ‘11 65 63 2

Winter 12/13 60 59 1

Autumn ‘13 63 62 1

Autumn ‘14 61 59 2

Autumn ‘15 60 57 3

The BBC provides programmes and online content which cover a wide range of cultural activities, for example music, theatre, and sports [2008-2011: The BBC provides programmes and online content that cover a wide range of cultural and creative activities]

Autumn ‘08 65 66 -1

Spring ‘09 71 75 -4

Autumn ‘09 62 67 -4

Spring ‘10 75 72 3

Autumn ‘10 69 71 -3

Spring ‘11 65 64 1

Autumn ‘11 72 70 2

Winter 12/13 71 72 -1

Autumn ‘13 74 71 3

Autumn ‘14 75 72 4


50


Autumn ‘15 75 72 3

Programmes or online content on the BBC sometimes make me want to take part in a specific event or activity

Autumn ‘08 40 49 -9

Spring ‘09 41 48 -6

Autumn ‘09 45 43 1

Spring ‘10 42 45 -4

Autumn ‘10 42 43 -1

Spring ‘11 44 43 1

Autumn ‘11 42 46 -4

Winter 12/13 36 38 -3

Autumn ‘13 39 45 -5

Autumn ‘14 44 44 1

Autumn ‘15 38 42 -4

The BBC has a wide range of enjoyable and entertaining programmes and online content

Autumn ‘08 67 77 -10

Spring ‘09 73 82 -9

Autumn ‘09 69 83 -14

Spring ‘10 70 79 -9

Autumn ‘10 72 78 -6

Spring ‘11 68 79 -11

Autumn ‘11 72 82 -10

Winter 12/13 72 81 -9

Autumn ‘13 75 80 -5

Autumn ‘14 74 79 -6

Autumn ‘15 73 80 -7

The BBC helps me enjoy my interests, hobbies and passions

Autumn ‘08 51 62 -11

Spring ‘09 53 63 -10

Autumn ‘09 52 61 -9

Spring ‘10 52 63 -12

Autumn ‘10 56 62 -6

Spring ‘11 50 58 -8

Autumn ‘11 57 63 -7

Winter 12/13 52 61 -9

Autumn ‘13 53 61 -8

Autumn ‘14 58 63 -5

Autumn ‘15 54 59 -5


51

Appendix Table 1.3: Citizenship purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Citizenship purpose Autumn ‘08 64 65 -1

Spring ‘09 66 71 -4

Autumn ‘09 62 66 -4

Spring ‘10 64 63 1

Autumn ‘10 63 63 0

Spring ‘11 61 61 -1

Autumn ‘11 63 66 -2

Winter 12/13 62 68 -7

Autumn ‘13 65 69 -4

Autumn ‘14 64 68 -4

Autumn ‘15 63 69 -6

The BBC provides high quality independent journalism

Autumn ‘08 71 75 -4

Spring ‘09 73 80 -6

Autumn ‘09 69 75 -7

Spring ‘10 73 73 0

Autumn ‘10 72 74 -2

Spring ‘11 70 72 -2

Autumn ‘11 71 77 -5

Winter 12/13 65 77 -13

Autumn ‘13 67 77 -9

Autumn ‘14 66 75 -9

Autumn ‘15 66 77 -11

The BBC makes news and current affairs and other topical issues interesting to me

Autumn ‘08 70 74 -4

Spring ‘09 77 78 -1

Autumn ‘09 72 76 -4

Spring ‘10 74 71 3

Autumn ‘10 72 71 1

Spring ‘11 71 74 -3

Autumn ‘11 74 74 0

Winter 12/13 71 76 -5

Autumn ‘13 73 76 -3

Autumn ‘14 71 75 -4

Autumn ‘15 70 75 -5

BBC coverage of the news and current affairs has got me talking about them

Autumn ‘08 69 64 4

Spring ‘09 71 65 6

Autumn ‘09 61 60 2

Spring ‘10 69 59 10

Autumn ‘10 65 62 3


52


Spring ‘11 62 57 5

Autumn ‘11 68 64 4

Winter 12/13 62 61 1

Autumn ‘13 65 62 3

Autumn ‘14 64 62 2

Autumn ‘15 61 60 1


Autumn ‘08 66 66 1

Spring ‘09 72 73 0

Autumn ‘09 67 69 -2

Spring ‘10 68 65 3

Autumn ‘10 67 65 2

Spring ‘11 65 62 2

Autumn ‘11 66 66 -1

Winter 12/13 66 72 -6

Autumn ‘13 69 72 -3

Autumn ‘14 67 71 -3

Autumn ‘15 66 73 -7


Autumn ‘08 57 57 0

Spring ‘09 59 67 -9

Autumn ‘09 53 58 -4

Spring ‘10 52 52 0

Autumn ‘10 55 51 3

Spring ‘11 56 54 2

Autumn ‘11 59 62 -3

Winter 12/13 57 65 -7

Autumn ‘13 60 65 -4

Autumn ‘14 60 64 -3

Autumn ‘15 60 66 -6

The BBC helps me understand politics in my nation/region

Autumn ‘08 57 62 -5

Spring ‘09 58 69 -10

Autumn ‘09 60 67 -8

Spring ‘10 55 63 -7

Autumn ‘10 55 63 -8

Spring ‘11 53 60 -8

Autumn ‘11 53 64 -11

Winter 12/13 58 68 -10

Autumn ‘13 61 69 -7

Autumn ‘14 59 68 -9

Autumn ‘15 58 66 -8

The BBC helps me understand politics in Autumn ‘08 56 56 0


53


the other nations of the UK Spring ‘09 54 63 -9

Autumn ‘09 55 58 -2

Spring ‘10 55 54 1

Autumn ‘10 55 56 0

Spring ‘11 48 50 -2

Autumn ‘11 53 54 -1

Winter 12/13 53 60 -7

Autumn ‘13 58 61 -3

Autumn ‘14 61 63 -2

Autumn ‘15 60 65 -5

Appendix Table 1.4: Global purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Global purpose Autumn ‘08 75 74 1

Spring ‘09 81 83 -1

Autumn ‘09 75 75 0

Spring ‘10 79 77 2

Autumn ‘10 75 74 0

Spring ‘11 76 75 1

Autumn ‘11 83 82 1

Winter 12/13 73 79 -6

Autumn ‘13 74 79 -5

Autumn ‘14 74 78 -4

Autumn ‘15 72 77 -5

The BBC helps me understand what is

going on in the wider world, such as

international news and events

Autumn ‘08 78 76 3

Spring ‘09 84 84 0

Autumn ‘09 78 77 1

Spring ‘10 81 79 2

Autumn ‘10 78 76 2

Spring ‘11 79 79 0

Autumn ‘11 83 82 1

Winter 12/13 80 82 -2

Autumn ‘13 80 82 -2

Autumn ‘14 79 81 -2

Autumn ‘15 78 80 -2

The BBC helps me understand the cultures and lifestyles of people from around the world

Autumn ‘08 71 72 -1

Spring ‘09 78 81 -3

Autumn ‘09 73 74 -1


54

Appendix Table 1.4: Global purpose, 2008-2015

[2008-2011: The BBC helps me understand and appreciate the cultures and lifestyles of people from around the world]

Spring ‘10 77 75 2

Autumn ‘10 72 73 -1

Spring ‘11 74 71 3


Winter 12/13 73 77 -3

Autumn ‘13 74 75 -1

Autumn ‘14 74 76 -2

Autumn ‘15 72 74 -2

The BBC is good at presenting a positive image of the UK to the rest of the world








Winter 12/13 67 79 -12

Autumn ‘13 68 80 -12

Autumn ‘14 70 78 -8

Autumn ‘15 65 77 -11

Appendix Table 1.5: Nations, regions and communities purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Nations, regions, and communities purpose [Excluding statements not asked of the full sample]

Autumn ‘08 45 54 -9

Spring ‘09 46 50 -4

Autumn ‘09 48 54 -6

Spring ‘10 43 46 -3

Autumn ‘10 48 53 -5

Spring ‘11 40 42 -2

Autumn ‘11 46 47 -1

Winter 12/13 49 61 -11

Autumn ‘13 53 61 -8

Autumn ‘14 55 62 -7

Autumn ‘15 51 59 -8

The BBC is good at representing life in my nation/region to the rest of the UK in its main UK news and current affairs programmes and online content







55




Winter 12/13 58 70 -12

Autumn ‘13 60 70 -9

Autumn ‘14 61 68 -7

Autumn ‘15 54 65 -11

The BBC is good at representing life in my nation/region to the rest of the UK in its drama, documentaries, and other entertainment programmes and online content








Winter 12/13 56 70 -14

Autumn ‘13 62 69 -7

Autumn ‘14 60 70 -11

Autumn ‘15 55 64 -9

My regional BBC content provides programmes and content that is for people like me








Winter 12/13 58 73 -15

Autumn ‘13 60 72 -12

Autumn ‘14 65 71 -6

Autumn ‘15 60 70 -10

The BBC helps me feel more involved and interested in my local community

Autumn ‘08 36 57 -21

Spring ‘09 42 55 -13

Autumn ‘09 40 55 -14

Spring ‘10 39 51 -11

Autumn ‘10 37 54 -17

Spring ‘11 37 48 -11

Autumn ‘11 38 51 -12

Winter 12/13 37 54 -17

Autumn ‘13 42 55 -13

Autumn ‘14 45 56 -11

Autumn ‘15 43 54 -11

The BBC improves my understanding of Autumn ‘08 54 55 -2


56


religions and other beliefs [2008-2011: The BBC raises my awareness and understanding of different religious and other beliefs]

Spring ‘09 51 50 1

Autumn ‘09 60 55 4

Spring ‘10 50 49 1

Autumn ‘10 60 58 2

Spring ‘11 45 41 3

Autumn ‘11 51 49 3

Winter 12/13 42 49 -7

Autumn ‘13 47 50 -3

Autumn ‘14 49 55 -6

Autumn ‘15 44 50 -6

The BBC is good at representing my religion* *Only asked of participants who said they followed a particular faith








Winter 12/13 37 65 -28

Autumn ‘13 47 67 -20

Autumn ‘14 45 68 -23

Autumn ‘15 47 68 -21

The BBC is good at representing my ethnic group* *2015: Only including participants from non-White British backgrounds








Winter 12/13 37 69 -32

Autumn ‘13 47 69 -21

Autumn ‘14 40 59 -19

Autumn ‘15 45 63 -18

The BBC supports the native languages of the UK other than English with programming and other content [2008-2011: The BBC supports the indigenous languages…]

Autumn ‘08 45 48 -3

Spring ‘09 44 44 -1

Autumn ‘09 44 51 -7

Spring ‘10 40 40 0

Autumn ‘10 47 48 -1

Spring ‘11 39 38 1

Autumn ‘11 48 40 8

Winter 12/13 45 48 -3


57


Autumn ‘13 49 50 -1

Autumn ‘14 53 52 0

Autumn ‘15 52 51 1

The BBC supports my native language with programming and other content* *2015: Only including participants who speak a non-English native language of the UK

Autumn ‘08 * * *

Spring ‘09 * * *

Autumn ‘09 * * *

Spring ‘10 * * *

Autumn ‘10 * * *

Spring ‘11 * * *

Autumn ‘11 * * *

Winter 12/13 * * *

Autumn ‘13 * * *

Autumn ‘14 * * *

Autumn ‘15 60 70 -4

Appendix Table 1.6: Education purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Education purpose Autumn ‘08 76 79 -3

Spring ‘09 72 76 -4

Autumn ‘09 76 81 -6

Spring ‘10 69 77 -8

Autumn ‘10 71 79 -8

Spring ‘11 66 69 -3

Autumn ‘11 72 77 -4

Winter 12/13 68 77 -9

Autumn ‘13 71 79 -8

Autumn ‘14 71 76 -5

Autumn ‘15 68 72 -4

I have learned new things from

programmes or online content on the

BBC

[2008-2011: I have learned new things

while enjoying programmes or content

on the BBC]

Autumn ‘08 81 80 -7

Spring ‘09 78 77 -3

Autumn ‘09 77 80 1

Spring ‘10 75 78 5

Autumn ‘10 72 78 -2

Spring ‘11 72 71 -4

Autumn ‘11 76 77 -2

Winter 12/13 73 78 -5

Autumn ‘13 74 79 -3

Autumn ‘14 74 76 -1


58

Appendix Table 1.6: Education purpose, 2008-2015

Autumn ‘15 71 73 -2

The BBC helps children/teens with what they learn at school/college

Autumn ‘08 72 79 -6

Spring ‘09 67 75 -9

Autumn ‘09 74 83 -9

Spring ‘10 63 76 -13

Autumn ‘10 69 80 -11

Spring ‘11 59 68 -8

Autumn ‘11 68 77 -9

Winter 12/13 62 76 -14

Autumn ‘13 68 79 -11

Autumn ‘14 67 76 -9

Autumn ‘15 65 71 -6

Appendix Table 1.7: Digital purpose, 2008-2015

Statement Wave

Performance (%)

Importance (%)

Gap

Average for Digital purpose Autumn ‘08 36 35 1

Spring ‘09 32 35 -3

Autumn ‘09 39 33 7

Spring ‘10 37 32 6

Autumn ‘10 37 31 5

Spring ‘11 35 30 6

Autumn ‘11 41 36 5

Winter 12/13 49 53 -4

Autumn ‘13 55 56 -1

Autumn ‘14 60 60 0

Autumn ‘15 56 57 -1


Autumn ‘08 47 46 1

Spring ‘09 46 46 0

Autumn ‘09 50 21 29

Spring ‘10 48 24 25

Autumn ‘10 47 25 23

Spring ‘11 50 21 29

Autumn ‘11 55 30 25

Winter 12/13 60 63 -2

Autumn ‘13 66 64 2

Autumn ‘14 68 65 3

Autumn ‘15 65 64 1

The BBC provides quality content that I Autumn ‘08 18 17 0


59


find enjoyable or useful on mobile phones and tablets* * ‘tablets’ was added to this question in the winter ‘12/’13 survey

Spring ‘09 13 18 -5

Autumn ‘09 20 21 -2

Spring ‘10 21 24 -3

Autumn ‘10 24 25 -1

Spring ‘11 18 21 -2

Autumn ‘11 28 30 -2

Winter 12/13 44 50 -6

Autumn ‘13 50 52 -2

Autumn ‘14 58 57 1

Autumn ‘15 53 55 -2


Autumn ‘08 36 34 2

Spring ‘09 30 34 -4

Autumn ‘09 41 42 -1

Spring ‘10 37 37 0

Autumn ‘10 36 33 3

Spring ‘11 35 37 -2

Autumn ‘11 37 37 0

Winter 12/13 42 45 -3

Autumn ‘13 47 49 -2

Autumn ‘14 52 52 1

Autumn ‘15 48 49 -1


Autumn ‘08 43 41 2

Spring ‘09 38 41 -3

Autumn ‘09 45 45 0

Spring ‘10 44 42 1

Autumn ‘10 39 43 -4

Spring ‘11 39 41 -2

Autumn ‘11 45 47 -2

Winter 12/13 50 56 -6

Autumn ‘13 58 58 -1

Autumn ‘14 58 61 -3

Autumn ‘15 53 55 -2









Winter 12/13 n/a n/a n/a


60



Autumn ‘14 63 65 -2

Autumn ‘15 63 64 -1


61

Appendix 2: General measures scores, purposes and statements by nation

Appendix Table 2.1: Performance in general measures, by nation

General measure Nation


Total

Mean ‘overall impression’ score (1-10)* 7.4 7.5 6.9 7.3 7.3

% agreeing the BBC offers a bit, a lot, or everything I need 55% 61% 50% 50% 55%

% likely to miss the BBC if it wasn’t there 78% 83% 72% 75% 78%

% saying the BBC offers ‘fairly good’ or ‘good’ value for money

58% 62% 49% 46% 57%

Unweighted base 1,652 385 412 382 2,831

Appendix Table 2.2: Statements’ performance scores, by nation

Statement Nation


Total

% % % % %

Mean Creativity performance 61 61 58 55 61

The BBC has lots of fresh and new ideas 61 62 58 55 60

The BBC makes programmes or online content that no

other broadcaster would make 53 56 50 44 53

The BBC makes high quality programmes or online content 76 79 73 69 76

The BBC introduces me to new presenters, actors, writers,

and musical artists from the UK 60 59 58 54 60

The BBC provides programmes and online content which

cover a wide range of cultural activities, for example music,

theatre, and sports

75 79 71 68 74

Programmes or online content on the BBC sometimes

make me want to take part in a specific event or activity 38 31 35 33 37

The BBC has a wide range of enjoyable and entertaining

programmes and online content 73 79 67 64 72

The BBC helps me enjoy my interests, hobbies and

passions 54 58 53 50 54

Mean Citizenship performance 63 66 60 60 63

The BBC provides high quality independent journalism 66 65 62 62 65

The BBC makes news and current affairs and other topical

issues interesting to me 70 74 66 64 70

BBC coverage of the news and current affairs has got me

talking about them 61 62 61 60 61

The BBC helps me understand UK-wide politics 66 71 63 62 66

The BBC helps me understand politics in Europe 60 62 54 59 60

The BBC helps me understand politics in my nation/region 58 66 59 59 59

The BBC helps me understand politics in the other nations

of the UK 60 63 58 57 60

Mean Global performance 72 73 68 68 71

The BBC helps me understand what is going on in the

wider world, such as international news and events 78 80 73 72 77


62

Appendix Table 2.2: Statements’ performance scores, by nation

The BBC helps me understand the cultures and lifestyles of

people from around the world 72 72 69 70 72

The BBC is good at presenting a positive image of the UK

to the rest of the world 65 66 64 61 65

Mean Nations, regions and communities performance* 51 52 49 47 51

The BBC is good at representing life in my nation/region to

the rest of the UK in its main UK news and current affairs

programmes and online content

54 55 50 50 54

The BBC is good at representing life in my nation/region to

the rest of the UK in its drama, documentaries, and other

entertainment programmes and online content

55 55 51 50 55

My regional BBC content provides programmes and

content that is for people like me 60 61 57 54 59

The BBC helps me feel more involved and interested in my

local community 43 43 38 41 43

The BBC improves my understanding of religions and other

beliefs 44 42 39 39 44

The BBC is good at representing my religion* 47 42 46 40 46

The BBC is good at representing my ethnic group* 45 35 40 42 44

The BBC supports the native languages of the UK other

than English with programming and other content 52 58 61 45 53

The BBC supports my native language with programming

and other content* 66 63 53 49 61

Mean Education performance 68 66 64 57 68

I have learned new things from programmes or online

content on the BBC 71 72 68 59 71

The BBC helps children/teens with what they learn at

school/college 65 59 60 54 64

Mean Digital performance 56 52 55 45 56

The BBC provides quality content that I find enjoyable or

useful on the internet 65 62 62 53 64


useful on mobile phones and tablets 53 48 54 41 52


useful on DAB digital radio 48 41 45 34 47

The BBC has helped me make the most of new

technologies such as interactive TV and the internet 53 51 50 43 53


useful on BBC iPlayer 63 59 62 53 62

Unweighted base – Most statements 1,652 385 412 382 2,831

*Unweighted base - The BBC is good at representing my

religion 662 132 122 247 1,163

*Unweighted base - The BBC is good at representing my

ethnic group 409 38 33 106 586

*Unweighted base - The BBC supports my native language

with programming and other content 78 102 109 49 338

*Nb. For the individual nations, the average performance scores for the Nations, regions and communities purpose exclude the three statements not asked of the full sample due to small base sizes.


63

Appendix 3: Guide to statistical reliability

The respondents to the questionnaire are only a sample of the population in England. We

cannot, therefore, be certain that the figures obtained are exactly those we would have if

everyone in England had been interviewed (the ‘true’ values). We can, however, predict the

variation between the sample results and the ‘true’ values from knowledge of the size of the

samples on which the results are based and the number of times that a particular answer is

given.

The confidence with which we can make this prediction is usually chosen to be 95% - that is,

the chances are 95 in 100 that the “true” value will fall within a specified range. The table

below illustrates the predicted ranges for different sample sizes and percentage results at

the “95% confidence interval”11.

Size of sample on which survey result is based

Approximate sampling tolerances applicable to percentages at or near these levels

Statistical reliability

10%/90% 30%/70% 50%/50%

100 interviews 5.9 9.0 9.8

200 interviews 4.2 6.4 6.9

500 interviews 2.6 4.0 4.4

1,000 interviews 1.9 2.8 3.1

1,652 interviews (England –

whole sample) 1.4 2.2 2.4

* For example, with a sample of 500 respondents where 30% give a particular answer, the

chances are 19 in 20 that the “true” value (which would have been obtained if the whole

population had been interviewed) will fall within the range of plus or minus 4 percentage

points (+/-4%) from the sample result, so from 26% to 34%.

Comparing percentages between sub-groups and the overall total

When results are compared between separate groups within a sample, different results may

be obtained. The difference may be “real”, or it may occur by chance (because not everyone

in the population has been interviewed). To test if the difference is a real one - i.e. if it is

“statistically significant”, we again have to know the size of the samples, the percentage

giving a certain answer and the degree of confidence chosen. If we assume the “95%

confidence interval”, the differences between the two sample results must be greater than

the values given in the table below:

11

It should be noted that these figures assume a simple random probability sample design with no design effects; in reality, with quota surveys these are likely to occur and widen the margin of error and are not errors we can measure, so this should be treated as a guide only.


64

Size of samples compared Differences required for percentage levels

significance at or near these

Statistical reliability

10%/90% 30%/70% 50%/50%

500 and 500 3.7 5.0 6.2

500 and 1,000 3.2 4.9 5.4

778 and 874 (i.e. male and

female) 3.1 4.6 4.9

1,000 and 1,000 2.6 4.0 4.4

1,000 and 1,652 2.3 3.5 3.8

* For example, when comparing the results between men and women, where 30% give a

particular answer, a difference of 4.6% is required for it to be considered statistically

significant (for example if 30% of men answered one way and 34.6% or more or 25.4% or

less of women said the same thing we could say that there is a difference between men and

women at this response).

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