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MORI Veracity Index November 2016 Tables .pdf


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Title: Ipsos MORI Veracity Index 2016 Tables
Author: Ipsos MORI / Mumsnet

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Page 1

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 1

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Summary
Base: All adults age 15+ in Great Britain
The
ordinary
Managers man/woman
in the
in the
Judges
NHS
street

Bankers

Business
Leaders

Civil
Servants

Doctors

Clergy/
Priests

Estate
agents

Govern
ment
Ministers

Unweighted Base

1019

1019

1019

1019

1019

1019

1019

1019

1019

1019

Weighted Base

1019

1019

1019

1019

1019

1019

1019

1019

1019

1019

Journa
lists

Politi
cians
generally

Poll
sters

Scien
tists

1019

1019

1019

1019

1019

1019

1019

1019

1019

1019

The
Police

Trade
Union
officials

1019

1019

1019

1019

1019

1019

1019

1019

1019

1019

TV News
Teachers Readers

Local
councillors

Lawyers

Charity
chief
execs

Economists

Nurses

1019

1019

1019

1019

1019

1019

1019

1019

Hairdressers

Tell the truth

375
37%

340
33%

566
56%

932
91%

703
69%

310
30%

204
20%

245
24%

826
81%

485
48%

666
65%

149
15%

499
49%

819
80%

895
88%

680
67%

724
71%

442
43%

439
43%

528
52%

693
68%

473
46%

486
48%

947
93%

Not tell the truth

596
58%

613
60%

397
39%

80
8%

265
26%

661
65%

770
76%

721
71%

163
16%

465
46%

294
29%

833
82%

431
42%

154
15%

96
9%

286
28%

270
27%

492
48%

528
52%

453
44%

267
26%

464
46%

456
45%

61
6%

49
5%

65
6%

56
5%

8
1%

51
5%

47
5%

44
4%

53
5%

30
3%

69
7%

59
6%

37
4%

89
9%

46
5%

28
3%

53
5%

25
2%

85
8%

52
5%

39
4%

59
6%

82
8%

77
8%

12
1%

-221
-22%

-273
-27%

169
17%

852
84%

438
43%

-351
-34%

-566
-56%

-476
-47%

663
65%

21
2%

372
37%

-684
-67%

68
7%

665
65%

799
78%

394
39%

454
45%

-50
-5%

-89
-9%

75
7%

426
42%

9
1%

30
3%

886
87%

Don't know
Net difference

Page 2

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 2

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Bankers
Base: All adults age 15+ in Great Britain

GENDER
TOTAL MALE FEMALE
(a)
(b)
(z)

AGE

GENERATION

15-24
(c)

25-34
(d)

35-44
(e)

45-54
(f)

55-64
(g)

65+
(h)

BABY
GEN Y GEN X BOOMERS
(i)
(j)
(k)

SOCIAL GRADE

GOVERNMENT OFFICE REGION

PRE
WAR
(l)

AB
(m)

C1
(n)

C2
(o)

DE
(p)

NORTH MIDLANDS SOUTH LONDON
(q)
(r)
(s)
(t)

WORKING STATUS

NOT
SCOTLAND WALES WORKING WORKING
(u)
(v)
(w)
(x)

UNWTD
TOTAL

Unweighted Base

1019

551

468

138

143

130

130

167

311

299

162

354

202

272

329

194

224

258

278

191

150

88

54

440

579

1019

Weighted Base

1019

498

521

155

169

159

175

141

220

343

209

316

148

276

276

219

248

246

265

233

137

87*

51*

568

451

1019

30
34%

29
58%zqrs

201
35%

174
39%

363
36%

21
42%

339
60%

257
57%

600
59%

Tell the truth

375
192
37%ks 39%

183
35%

74
55
48%zdg 32%

59
37%

62
35%

42
30%

83
38%

133
39%k

82
39%

95
30%

63
42%k

89
32%

102
37%

71
33%

112
91
45%zmo 37%

98
37%

68
29%

59
43%s

u
Not tell the truth

Don't know
Net difference

596
283
58%cpt 57%
v

313
60%

76
49%

105
62%

92
57%

105
60%

92
65%c

126
57%

196
57%

115
55%

207
65%zjl

77
52%

173
63%p

159
58%

138
63%p

126
51%

139
57%

153
58%

158
68%zqt
v

67
49%
10
8%u

49
5%

23
5%

26
5%

4
3%

9
5%

9
6%

8
5%

8
5%

11
5%

14
4%

12
6%

14
5%

9
6%

14
5%

15
5%

10
4%

10
4%

15
6%

15
6%

7
3%

-221
-22%

-91
-18%

-130
-25%

-2
-2%

-51
-30%

-32
-20%

-43
-24%

-50
-35%

-43
-19%

-64
-19%

-33
-16%

-112
-35%

-14
-9%

-83
-30%

-57
-21%

-66
-30%

-14
-6%

-48
-20%

-55
-21%

-91
-39%

Proportions/Means: Columns Tested (5% risk level) - z/a/b - z/c/d/e/f/g/h - z/i/j/k/l - z/m/n/o/p - z/q/r/s/t/u/v - z/w/x
Overlap formulae used. * small base

-8
-6%

57
65%tv
1
1%
-27
-31%

8
16%

28
5%

20
5%

56
5%

-138
-24%

-83
-18%

-237
-23%

Page 3

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 3

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Bankers
Base: All adults age 15+ in Great Britain

TENURE

AREA

MARITAL STATUS

OWNED
BEING
RENTED
RENTED
OUTRIGHT
BOUGHT
FROM
FROM A
MAR/
BY
ON A
LOCAL
PRIVATE
SUBLIVISITOTAL HOUSEHOLD MORTGAGE AUTHORITY LANDLORD URBAN URBAN RURAL NG AS NGLE
(a)
(b)
(c)
(d)
(f)
(g)
(h)
(i)
(j)
(z)

Unweighted Base

1019

396

250

Weighted Base

1019

322

319

102
85*

MID
MARKET
(u)

TABLOID
(v)

UNWTD
TOTAL

567

146

600

245

170

139

62

251

566

279

191

318

156

145

144

97

1019

595

129

601

260

156

158

80*

291

488

259

191

274

232

118

125

87*

1019

117
40%

201
34%

56
43%

208
35%

113
43%zi

52
33%

59
37%

29
37%

115
40%

169
35%

90
35%

56
30%

91
33%

154
52%

375
63%zfh

66
51%

357
59%

142
55%

97
62%

94
60%

46
58%

159
55%

296
61%

158
61%s

124
65%s

168
61%s

43
50%zad

Not tell the truth

596
58%cfs

190
59%c

171
54%

37
44%

17
5%

20
6%

5
6%

5
2%

-75
-23%

-44
-14%

5
6%

-85
-39%

Proportions/Means: Columns Tested (5% risk level) - z/a/b/c/d - z/f/g/h - z/i/j/k - z/l/m/n/o - z/p/q/r/s - z/t/u/v
Overlap formulae used. * small base

FAMILY
(n)

295

128
40%d

49
5%gj

PRE
FAMILY
(m)

305

115
36%

-221
-22%

SINGLE
(l)

DAILY READERSHIP

221

375
37%dq

Net difference

WID/
DIV/
SEP
(k)

EDUCATION

GCSE/
POST O-LV/ A-LVL DEGR/
NO
FAMCSE/
OR MAST/ FORML BROAD
ILY
NVQ12 EQUIV PHD
QUAL SHEET
(o)
(p)
(q)
(r)
(s)
(t)

199

Tell the truth

Don't know

LIFESTAGE

65
30%
151
68%zbc

23
8%zg
-37
-12%

115
50%zpq
r

46
39%

51
40%

26
30%

363
36%

109
47%

69
58%

67
53%

56
65%

600
59%

18
3%

7
6%

36
6%j

5
2%

7
4%

4
3%

4
6%

17
6%

23
5%

12
5%

10
5%

15
5%

9
4%

4
3%

8
6%

5
5%

56
5%

-174
-29%

-10
-7%

-149
-25%

-29
-11%

-45
-29%

-35
-22%

-17
-21%

-44
-15%

-128
-26%

-68
-26%

-68
-36%

-77
-28%

6
3%

-23
-20%

-16
-13%

-30
-34%

-237
-23%

Page 4

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 4

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Business Leaders
Base: All adults age 15+ in Great Britain

GENDER
TOTAL MALE FEMALE
(a)
(b)
(z)

AGE

GENERATION

15-24
(c)

25-34
(d)

35-44
(e)

45-54
(f)

55-64
(g)

65+
(h)

BABY
GEN Y GEN X BOOMERS
(i)
(j)
(k)

SOCIAL GRADE

GOVERNMENT OFFICE REGION

PRE
WAR
(l)

AB
(m)

C1
(n)

C2
(o)

DE
(p)

NORTH MIDLANDS SOUTH LONDON
(q)
(r)
(s)
(t)

WORKING STATUS

NOT
SCOTLAND WALES WORKING WORKING
(u)
(v)
(w)
(x)

UNWTD
TOTAL

Unweighted Base

1019

551

468

138

143

130

130

167

311

299

162

354

202

272

329

194

224

258

278

191

150

88

54

440

579

1019

Weighted Base

1019

498

521

155

169

159

175

141

220

343

209

316

148

276

276

219

248

246

265

233

137

87*

51*

568

451

1019

56
41%rs

34
39%s

29
58%zqrs

203
36%

137
30%

329
32%

73
53%

49
56%

21
42%

332
59%

281
62%

612
60%

*
*

Tell the truth

340
168
33%krs 34%
x

173
33%

58
37%

67
40%gh

60
37%

55
31%

38
27%

63
29%

Not tell the truth

613
299
60%qv 60%

315
60%

85
55%

94
56%

88
55%

116
66%

93
66%

137
62%

Don't know
Net difference

133
39%zk
190
55%

83
40%k
115
55%

81
26%

44
29%

96
35%

94
34%

67
31%

83
33%

216
68%zij

90
61%

164
59%

160
58%

138
63%

152
61%

65
6%

32
6%

34
6%

12
8%

8
5%

12
8%

4
2%

10
7%

20
9%f

20
6%

12
6%

19
6%

15
10%

16
6%

21
8%

14
6%

14
5%

-273
-27%

-131
-26%

-142
-27%

-28
-18%

-27
-16%

-28
-18%

-61
-35%

-54
-39%

-74
-34%

-57
-17%

-32
-15%

-135
-43%

-46
-31%

-67
-24%

-66
-24%

-71
-32%

-69
-28%

Proportions/Means: Columns Tested (5% risk level) - z/a/b - z/c/d/e/f/g/h - z/i/j/k/l - z/m/n/o/p - z/q/r/s/t/u/v - z/w/x
Overlap formulae used. * small base

89
36%s
131
53%
26
11%zsv
-42
-17%

73
27%
173
65%qtv

59
25%
166
71%zqt
uv

20
7%

8
3%

8
6%

4
4%

-100
-38%

-107
-46%

-18
-13%

-15
-17%

8
16%

32
6%

34
7%

78
8%

-129
-23%

-144
-32%

-283
-28%

Page 5

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 5

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Business Leaders
Base: All adults age 15+ in Great Britain

TENURE

AREA

MARITAL STATUS

OWNED
BEING
RENTED
RENTED
OUTRIGHT
BOUGHT
FROM
FROM A
MAR/
BY
ON A
LOCAL
PRIVATE
SUBLIVISITOTAL HOUSEHOLD MORTGAGE AUTHORITY LANDLORD URBAN URBAN RURAL NG AS NGLE
(a)
(b)
(c)
(d)
(f)
(g)
(h)
(i)
(j)
(z)

Unweighted Base

1019

396

250

Weighted Base

1019

322

319

102
85*

126
39%za

24
29%

Tell the truth

340
33%o

97
30%

Not tell the truth

613
60%bf

202
63%b

170
53%

51
60%

65
6%d

23
7%d

23
7%

9
11%d

Don't know
Net difference

-273
-27%

-105
-33%

-45
-14%

-27
-31%

Proportions/Means: Columns Tested (5% risk level) - z/a/b/c/d - z/f/g/h - z/i/j/k - z/l/m/n/o - z/p/q/r/s - z/t/u/v
Overlap formulae used. * small base

LIFESTAGE

WID/
DIV/
SEP
(k)

SINGLE
(l)

PRE
FAMILY
(m)

FAMILY
(n)

EDUCATION

DAILY READERSHIP

GCSE/
POST O-LV/ A-LVL DEGR/
NO
FAMCSE/
OR MAST/ FORML BROAD
ILY
NVQ12 EQUIV PHD
QUAL SHEET
(o)
(p)
(q)
(r)
(s)
(t)

MID
MARKET
(u)

TABLOID
(v)

UNWTD
TOTAL

199

305

567

146

600

245

170

139

62

251

566

279

191

318

156

145

144

97

1019

221

295

595

129

601

260

156

158

80*

291

488

259

191

274

232

118

125

87*

1019

76
35%

112
38%

185
31%

44
34%

201
33%

96
37%

43
28%

64
40%o

31
39%

108
37%o

137
28%

91
35%

70
36%

92
34%

74
32%

44
37%

41
32%

29
34%

329
32%

138
63%

156
53%

380
64%zf

77
60%

360
60%

149
57%

104
66%

87
55%

45
57%

159
55%

320
152
66%zln 58%

107
56%

166
61%

147
63%

71
60%

79
63%

53
61%

612
60%

30
5%

8
6%

40
7%

16
6%

9
6%

7
5%

3
4%

24
8%

31
6%

17
7%

15
8%

16
6%

11
5%

4
3%

6
5%

4
5%

78
8%

-195
-33%

-33
-26%

-160
-27%

-53
-20%

-61
-39%

-23
-15%

-14
-18%

-51
-17%

-183
-37%

-61
-23%

-37
-20%

-74
-27%

-72
-31%

-27
-23%

-38
-30%

-24
-27%

-283
-28%

6
3%
-62
-28%

27
9%g
-45
-15%

Page 6

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 6

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Civil Servants
Base: All adults age 15+ in Great Britain

GENDER
TOTAL MALE FEMALE
(a)
(b)
(z)

AGE

GENERATION

15-24
(c)

25-34
(d)

35-44
(e)

45-54
(f)

55-64
(g)

65+
(h)

BABY
GEN Y GEN X BOOMERS
(i)
(j)
(k)

SOCIAL GRADE

GOVERNMENT OFFICE REGION

PRE
WAR
(l)

AB
(m)

C1
(n)

C2
(o)

DE
(p)

NORTH MIDLANDS SOUTH LONDON
(q)
(r)
(s)
(t)

WORKING STATUS

NOT
SCOTLAND WALES WORKING WORKING
(u)
(v)
(w)
(x)

UNWTD
TOTAL

Unweighted Base

1019

551

468

138

143

130

130

167

311

299

162

354

202

272

329

194

224

258

278

191

150

88

54

440

579

1019

Weighted Base

1019

498

521

155

169

159

175

141

220

343

209

316

148

276

276

219

248

246

265

233

137

87*

51*

568

451

1019

103
47%

124
50%

151
61%rs

131
49%

114
49%

88
64%zrs

49
56%

34
67%s

338
60%zx

228
51%

555
54%

78
32%

118
44%qt

110
47%zqt

39
28%

35
40%

16
33%

204
36%

193
43%zw

397
39%

Tell the truth

Not tell the truth

Don't know
Net difference

566
279
56%ghk 56%
lorx

287
55%

97
123
103
87
62%gh 73%zfg 65%zfg 50%
h
h

397
192
39%dei 38%
mqt

205
39%

48
31%

37
22%

48
30%
e

65
46%

236
122
69%zjk 58%k
l

85
69
111
88
48%zcd 49%zcd 50%zcd 26%
e
e

56
5%

27
5%

29
6%

10
6%

8
5%

9
5%

4
2%

7
5%

169
17%

87
18%

82
16%

49
31%

86
51%

55
35%

2
1%

-3
-2%

Proportions/Means: Columns Tested (5% risk level) - z/a/b - z/c/d/e/f/g/h - z/i/j/k/l - z/m/n/o/p - z/q/r/s/t/u/v - z/w/x
Overlap formulae used. * small base

92
42%

18
8%zf
-19
-9%

78
37%i

137
43%

70
47%

176
164
64%zop 60%o

162
51%zij

68
46%i

89
32%

99
36%

100
109
46%mn 44%m

19
5%

9
4%

18
6%

10
7%

12
4%

13
5%

16
7%

15
6%

17
7%

16
6%

9
4%

10
7%

4
4%

*
*

26
5%

30
7%

67
7%

147
43%

44
21%

-25
-8%

2
1%

87
31%

65
24%

2
1%

15
6%

72
29%

13
5%

4
2%

49
36%

14
16%

17
34%

134
24%

35
8%

158
16%

Page 7

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 7

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Civil Servants
Base: All adults age 15+ in Great Britain

TENURE

TOTAL
(z)

OWNED
OUTRIGHT
BY
HOUSEHOLD
(a)

BEING
BOUGHT
ON A
MORTGAGE
(b)

AREA

RENTED
FROM
LOCAL
AUTHORITY
(c)
102

RENTED
FROM A
PRIVATE
LANDLORD
(d)

MARITAL STATUS

LIFESTAGE

URBAN
(f)

SUBURBAN
(g)

RURAL
(h)

MAR/
LIVING AS
(i)

SINGLE
(j)

WID/
DIV/
SEP
(k)

SINGLE
(l)

PRE
FAMILY
(m)

EDUCATION

FAMILY
(n)

POST
FAMILY
(o)

GCSE/
O-LV/
CSE/
NVQ12
(p)

DAILY READERSHIP

A-LVL
OR
EQUIV
(q)

DEGR/
MAST/
PHD
(r)

NO
FORML
QUAL
(s)

BROAD
SHEET
(t)

MID
MARKET
(u)

TABLOID
(v)

UNWTD
TOTAL

Unweighted Base

1019

396

250

199

305

567

146

600

245

170

139

62

251

566

279

191

318

156

145

144

97

1019

Weighted Base

1019

322

319

85*

221

295

595

129

601

260

156

158

80*

291

488

259

191

274

232

118

125

87*

1019

108
68%zo

51
64%o

185
63%zo

220
45%

133
51%

114
60%s

189
69%zps

108
47%

81
68%zuv

70
56%v

33
38%

555
54%

42
26%

25
32%

86
30%

111
48%zqr

32
27%

51
40%t

47
54%zt

397
39%

Tell the truth

566
56%ckosv

165
51%

211
66%zacd

35
41%

120
54%

181
61%z

319
54%

66
51%

340
57%k

163
63%zk

Not tell the truth

397
39%bfjlnr
t

137
42%b

100
31%

39
46%b

86
39%

88
30%

248
42%f

61
47%f

231
38%

82
31%

11
13%zb

15
7%b

26
9%zgh

27
5%

3
2%

30
5%

16
6%

9
6%

8
5%

3
4%

20
7%

25
5%

12
5%

12
7%

11
4%

12
5%

6
5%

4
3%

7
9%

67
7%

-5
-5%

34
15%

93
31%

71
12%

6
4%

109
18%

81
31%

-21
-14%

66
42%

26
33%

99
34%

-24
-5%

18
7%

50
26%

114
42%

-3
-1%

49
42%

20
16%

-14
-16%

158
16%

Don't know
Net difference

56
5%b
169
17%

20
6%b
29
9%

7
2%
111
35%

Proportions/Means: Columns Tested (5% risk level) - z/a/b/c/d - z/f/g/h - z/i/j/k - z/l/m/n/o - z/p/q/r/s - z/t/u/v
Overlap formulae used. * small base

63
40%
84
54%zij

244
115
50%zlm 44%qr
n

64
34%

74
27%

Page 8

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 8

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Doctors
Base: All adults age 15+ in Great Britain

GENDER
TOTAL MALE FEMALE
(a)
(b)
(z)

AGE

GENERATION

15-24
(c)

25-34
(d)

35-44
(e)

45-54
(f)

55-64
(g)

65+
(h)

BABY
GEN Y GEN X BOOMERS
(i)
(j)
(k)

SOCIAL GRADE

GOVERNMENT OFFICE REGION

PRE
WAR
(l)

AB
(m)

C1
(n)

C2
(o)

DE
(p)

NORTH MIDLANDS SOUTH LONDON
(q)
(r)
(s)
(t)

WORKING STATUS

NOT
SCOTLAND WALES WORKING WORKING
(u)
(v)
(w)
(x)

UNWTD
TOTAL

Unweighted Base

1019

551

468

138

143

130

130

167

311

299

162

354

202

272

329

194

224

258

278

191

150

88

54

440

579

1019

Weighted Base

1019

498

521

155

169

159

175

141

220

343

209

316

148

276

276

219

248

246

265

233

137

87*

51*

568

451

1019

932
91%x

460
92%

471
90%

147
95%

155
92%

143
90%

164
94%

127
90%

196
89%

320
93%

189
91%

286
91%

133
90%

260
94%

252
92%

197
90%

222
90%

231
94%

236
89%

208
89%

129
94%

81
92%

47
92%

531
94%zx

401
89%

80
8%w

36
7%

44
8%

8
5%

12
7%

13
8%

10
6%

14
10%

23
10%

20
6%

17
8%

27
9%

15
10%

15
6%

20
7%

21
10%

24
9%

14
6%

21
9%

5
4%

7
8%

4
8%

32
6%

8
1%

2
*

6
1%

2
1%

3
2%

1
*

*
*

2
1%

2
1%

3
1%

3
1%

-

1
*

4
1%

1
1%

2
1%

1
1%

4
2%

3
2%

-

-

143
85%

130
82%

154
88%

113
80%

173
79%

300
87%

172
82%

259
82%

118
80%

245
89%

232
84%

176
80%

199
80%

217
88%

187
80%

124
91%

74
85%

43
84%

Tell the truth
Not tell the truth
Don't know
Net difference

852
84%

425
85%

427
82%

138
89%

Proportions/Means: Columns Tested (5% risk level) - z/a/b - z/c/d/e/f/g/h - z/i/j/k/l - z/m/n/o/p - z/q/r/s/t/u/v - z/w/x
Overlap formulae used. * small base

29
11%qt
*
*
207
78%

48
11%zw

934
92%
76
7%

5
1%

3
1%

9
1%

499
88%

353
78%

858
84%

Page 9

J15063333-41-03 14-OCT - 01-NOV 2016
INTERNAL
VERACITY INDEX 2016
7 Nov 2016

Table 9

VE01 - Now I will read you a list of different types of people. For each would you tell me if you
generally trust them to tell the truth, or not? Doctors
Base: All adults age 15+ in Great Britain

TENURE

AREA

MARITAL STATUS

OWNED
BEING
RENTED
RENTED
OUTRIGHT
BOUGHT
FROM
FROM A
MAR/
BY
ON A
LOCAL
PRIVATE
SUBLIVISITOTAL HOUSEHOLD MORTGAGE AUTHORITY LANDLORD URBAN URBAN RURAL NG AS NGLE
(a)
(b)
(c)
(d)
(f)
(g)
(h)
(i)
(j)
(z)

WID/
DIV/
SEP
(k)

SINGLE
(l)

PRE
FAMILY
(m)

FAMILY
(n)

EDUCATION

DAILY READERSHIP

GCSE/
POST O-LV/ A-LVL DEGR/
NO
FAMCSE/
OR MAST/ FORML BROAD
ILY
NVQ12 EQUIV PHD
QUAL SHEET
(o)
(p)
(q)
(r)
(s)
(t)

MID
MARKET
(u)

TABLOID
(v)

UNWTD
TOTAL

Unweighted Base

1019

396

250

199

305

567

146

600

245

170

139

62

251

566

279

191

318

156

145

144

97

1019

Weighted Base

1019

322

319

85*

221

295

595

129

601

260

156

158

80*

291

488

259

191

274

232

118

125

87*

1019

288
89%

302
95%zac

74
87%

202
92%

269
91%

544
91%

119
92%

553
92%

237
91%

139
89%

150
95%

75
95%

268
92%

437
89%

244
94%s

178
93%

260
95%zs

200
86%

111
93%v

113
90%v

69
79%

14
4%

10
11%b

16
7%

23
8%

46
8%

10
8%

42
7%

21
8%

17
11%

7
4%

4
5%

19
6%

3
1%

1
1%

3
1%

3
1%

5
1%

-

6
1%

2
1%

-

1
1%

-

288
90%

65
76%

186
84%

246
83%

498
84%

511
85%

216
83%

Tell the truth
Not tell the truth
Don't know
Net difference

932
91%osv
80
8%br
8
1%
852
84%

33
10%b
1
*
255
79%

102

LIFESTAGE

Proportions/Means: Columns Tested (5% risk level) - z/a/b/c/d - z/f/g/h - z/i/j/k - z/l/m/n/o - z/p/q/r/s - z/t/u/v
Overlap formulae used. * small base

108
84%

123
78%

143
91%

71
89%

5
2%
249
85%

49
10%z

15
6%

9
5%

12
4%

2
*

1
*

4
2%

3
1%

387
79%

230
89%

169
88%

248
90%

32
14%zpqr

7
6%

1
*

*
*

167
72%

103
87%

11
9%

17
20%ztu

934
92%
76
7%

1
1%

1
1%

9
1%

102
81%

51
59%

858
84%


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