Swine Flu - What Do People Think? - Global Reaction
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ICM Research
swine fluwhat do people think?global reaction
ICM Research
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Worldwide Independent Network of Market Research
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WIN provides flexibility and speed to conduct research globally or in specific regions depending on the client's demands. Our network offers more than global presence to its Members; it offers a cosmopolitan solution. Beyond enabling international research, WIN allows each Member to conduct the most appropriate research in any given region or on a global scale.
WIN offers the highest level of market expertise, regional knowledge, and an unprecedented range of products, services and methodologies anywhere in the world.
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30The Pandemic Worldwide
5Findings Summary
10Country-by-country reports
9Concern vs. Preparation
31Research Methodology
4Swine Flu - Overview
8State of Preparation
7Global Concern
6Global Outlook
contents swine flu – what do people think?
global reaction
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� Swine Flu is a respiratory disease from influenza type A that
infects pigs. A global pandemic was declared by the
World Health Organisation (WHO) on 11 June 09 after the
virus was confirmed in humans in at least two world regions
� As of 6 July there were just under 100,000 global confirmed
cases, with 421 deaths
� Whilst global headlines continue to be dominated by news
of Swine Flu, there is some anecdotal evidence that
discussion amongst individuals may be falling or tapering
off. In this context, the purpose of this study is two-fold: to
understand the concern of individuals about swine flu in
their country, and to gauge the perceived preparedness
of governments to deal with mass outbreaks in each
country
swine flu - overview
Sources: WHO, CPC, HPA (UK), governments, BBC
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Lack of concern� Across the countries studied, and particularly
in Europe there is a lack of concern about Swine Flu
� In just two countries (China and Bolivia) were more than half of respondents quite or very concerned by the spreading pandemic
� Whilst the illness continues to dominate global headlines, just 28% of respondents in countries studied said they were quite or very concerned
� Females tended to be slightly more concerned (32% vs. 24% for men ) and less sure of their countries preparedness for an outbreak (44% vs. 49% for men)
Varied preparedness� Of those we studied,most European
countries felt themselves well-prepared for a mass outbreak.
� As well as being amongst the most concerned, the people of Argentina & Boliviaalso felt themselves least prepared
Official data� Finally, official data on the incidence of Swine
Flu from the WHO has apparently little impacton people’s perceptions in their countries
findings summaryHow concerned are
individuals about Swine
Flu in their countries?
Do they think their
countries are prepared
for a mass outbreak?key questions
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worried and
unprepared
Argentineans and Bolivians are
amongst the most concerned
countries and also those who
consider themselves least well
prepared for the pandemic.
not worried and unpreparedThe USA, Canada, UK, Russia, Australia, Japan and
Mexico are relatively unconcerned by Swine Flu,
despite feeling themselves to be relatively
unprepared for the pandemic.
prepared and not worriedThose who think themselves most prepared tend to be amongst the
least worried by Swine Flu. These countries
tend to be in Western Europe – Switzerland, Austria, Netherlands,
Germany, Italy – and also Iceland
prepared but still worriedThe populations of France and China, though
thinking themselves prepared to deal with Swine
Flu, remain concerned by the pandemic
global outlook
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The global fear
Just over a quarter (28%) of respondents across the countries studied were concerned personally about the threat of Swine Flu
Age concern
Concern was slightly higher amongst younger people with around a third (32%) of under 35 year olds saying they were concerned, compared to 27% of 35-54 year olds and 23% of those over 55 years old
global concern28%
59%
41%
40%
36%
33%
29%
27%
22%
21%
21%
20%
20%
16%
15%
14%
7%
7%
3%
64%
Total
China
Bolivia
Argentina
France
Brazil
Mexico
Russia
Italy
Iceland
UK
USA
Canada
S. Korea
Japan
Australia
Germany
Netherlands
Switzerland
Austria
Personal concern (quite/very) about Swine Flu in their country
Q1. How concerned are you personally about Swine flu in [YOUR COUNTRY]Base: All respondents (18558)
The Chinese and Bolivians are most personally concerned by Swine Flu. France and Italy excepted, fewer than a quarter of Europeans are concernedk
ey learning
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state of preparation
The Swiss and Austrians consider themselves more
prepared than other nations. As well as being amongst the most concerned, Argentina
& Bolivia also feel themselves least prepared
key le
arning
47%
75%
71%
66%
65%
63%
60%
53%
43%
41%
40%
40%
39%
38%
38%
32%
28%
14%
12%
83%
Total
Switzerland
Austria
China
Italy
France
Netherlands
Iceland
Germany
Mexico
S. Korea
Brazil
Canada
Australia
UK
Japan
USA
Russia
Argentina
Bolivia
Agreement (tend to / strongly) that their country is well-prepared for a mass
outbreak of Swine Flu
Q2. To what extent do you agree or disagree with the following statement? “Your country is well prepared for a mass outbreak of Swine Flu”
Base: All respondents (18558)
Overall, Europeans consider themselves prepared for a mass outbreak of Swine Flu, with only the UK (38%) having fewer than half agreeing the country is prepared for an outbreak
Russia, Argentina and Bolivia felt least prepared – and under a third of Americansthought their country prepared for a mass outbreak
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UK
Argentina
Australia
Austria
Brazil
Canada
China France
Germany
Iceland
Italy
Japan
Korea Mexico
Netherlands
Russia
Switzerland
USA
#REF!
0%
25%
50%
75%
100%
0% 25% 50% 75%
% Concerned personally about Swine Flu in their country
% Agree the country is prepared for a m
ass
outbreak of sw
ine flu
Bolivia
Prepared, but still worriedPrepared, and not worried
Unprepared, but not worried Worried and unprepared
concern vs. preparationGenerally, greater
confidence in the
country’s preparation
means less personal
concernkey learning
Q1. How concerned are you personally about Swine flu in [YOUR COUNTRY]Base: All respondents (18558)
Q2. To what extent do you agree or disagree with the following statement? “Your country is well prepared for a mass outbreak of Swine Flu”Base: All respondents (18558)
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country-by-country
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united kingdomThe UK Public is not worried, and doesn’t think it’s prepared
Concern and Preparation Incidence of Swine Flu (WHO)
Concern
UK
0
50
100
150
200
250
30% 47% 16% 6%
Not Little Quite Very Concerned
7% 21% 28% 34% 5%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
(cases per million)
Commentary�WHO data indicates that incidence of swine flu in the UK is quite
high
� Just 6% of Britons are personally very concerned about Swine Flu
�Most are fairly neutral about the UK’s state of preparation for a Swine
Flu outbreak, with few showing strong confidence or concern
� British females are more worried about Swine Flu and less confident
with the state of current preparations than males
�Concern with Swine Flu and confidence in current preparations are
remarkably similar by region and age.
� However ABs show least personal concern and greatest confidence
with current preparations
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argentinaThe Argentine public is quite worried and doesn’t think it’s prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Argentineans show quite high personal concern about
Swine Flu, with nearly a fifth (18%) being very concerned
�Almost half (47%) of Argentines strongly disagree that
their country is prepared for a mass outbreak of Swine Flu
�Argentines aged 35-54 years show greatest concern and
also least confidence that their country is prepared
�Argentine females show much more concern about
Swine Flu, but are no more distrusting of the preparation
of their country in case of a mass outbreak
Concern
27% 33% 22% 18%
Not Little Quite Very Concerned
47% 21% 17% 10% 4%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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australiaThe Australian public is not worried and not very prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Official data suggests incidence of Swine Flu in Australia
is very high – second only to Canada
�However, this has not translated into much concern, with
just 3% of Australians claiming to be “very concerned”
(1% among Australians aged 55+!)
�Australians are fairly divided in their opinion of preparation for a mass outbreak, with slightly more
showing confidence in preparations
� In contrast to many other countries, Australian men and
women show remarkable agreement in their perception
of personal risk and of Australia’s preparation to deal with a mass outbreak.
Concern
33% 52% 12% 3%
Not Little Quite Very Concerned
6% 24% 31% 32% 7%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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austriaThe Austrian public is not at all concerned and very well prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�With WHO data indicating an extremely low incidence of Swine Flu in Austria and Austrians showing strong confidence in their country’s state of preparation, Austrians show minimal concern with Swine Flu
�The lack of concern and great confidence in the country’s preparations is shared by all Austrians: males, females and people of all ages
�Both the strength and uniformity of opinion on Swine Flu among Austrians is striking.
Concern
80% 17% 2%1%
Not Little Quite Very Concerned
2%6% 10% 34% 41%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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boliviaBolivians are very concerned about Swine Flu and consider their country ill-prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Despite the low official incidence of Swine Flu in Bolivia,
Bolivians show much more concern for Swine Flu than
any other Latin American country, with one third being
very concerned
�Bolivians feel strongly that their country is not well-
prepared against a Swine Flu outbreak. Just 4% strongly
agree that their country is well-prepared
�The bleak evaluation is felt widely in Bolivia, with few
strong differences emerging between males and females or population groups of different ages
Concern
14% 24% 27% 32%
Not Little Quite Very Concerned
50% 28% 9% 7% 4%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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brazilBrazilians aren’t very worried and don’t consider their country particularly well-prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Overall, Brazilians show neither strong concern nor great
confidence in their country to deal with Swine Flu
�However, the average conceals vast differences: there is
remarkable lack of agreement with either concern or the
state of preparation
�There are few differences in opinions among different
age groups
�However, Brazilian women show much more concern
with Swine Flu and slightly less confidence in the current
state of preparation for a mass outbreak
Concern
26% 38% 26% 9%
Not Little Quite Very Concerned
25% 23% 9% 20% 20%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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canadaCanadians show quite low concern and generally think their country is not well-prepared
Concern and Preparation Incidence of Swine Flu
(WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Despite the highest incidence in the world, almost 80% of
Canadians indicate no or little concern with Swine Flu –
just 7% are very concerned
� Few Canadians show strong opinions on the state of
preparation for a mass outbreak, with 31% neither
agreeing / disagreeing
� Older Canadians (aged 55+) show more concern than other Canadians with Swine Flu, but are actually the
most likely to agree that their country is prepared
� Similar to many other countries, Canadian women are
more concerned with Swine Flu, and less confident in
the state of their preparations
Concern
28% 52% 14% 7%
Not Little Quite Very Concerned
5% 19% 31% 34% 6%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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chinaChinese are unique as being both very concerned and very prepared for a mass outbreak of Swine Flu
Concern and Preparation Incidence of Swine Flu
(WHO)
0
50
100
150
200
250
(cases per million)
Commentary� Despite one of the very lowest incidences of Swine Flu in
the world,
Chinese people show great concern with Swine Flu. Just
2% of Chinese indicate no concern (contrast to 80% of
Austrians!)
� However, Chinese people indicate confidence in their
country’s preparations. 21% of Chinese strongly agree
China is well-prepared
�Chinese aged 35-54 years are slightly more concerned
than younger Chinese
� In contrast to other countries, Chinese men show more
concern with Swine Flu than women
Concern
2% 34% 33% 30%
Not Little Quite Very Concerned
2%6% 19% 51% 21%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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franceThe French public considers itself quite prepared but is still fairly worried about Swine Flu
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary� Despite low incidence indicated by WHO, France is most concerned
country in Europe surveyed. 12% of French public is “very
concerned” with Swine Flu – a minority, but high vs. to most other
countries surveyed
� However, the French do generally agree that their country is well-
prepared against a mass outbreak. Just 9% disagree strongly
� Some ennui is revealed among the younger French who are least
likely to be personally concerned or confident in their country’s
preparations
� French women indicate much more concern than men with Swine
Flu (45% vs. 35%), but show the same opinion as men in the
preparation of their country for a mass outbreak
Concern
29% 30% 28% 12%
Not Little Quite Very Concerned
9% 10% 12% 43% 22%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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germanyGermans are not concerned and consider themselves quite well-prepared for a mass outbreak
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�With a very low level of incidence of Swine Flu (WHO
data) 85% of Germans indicate no or little concern
�However, Germans are quite confident with the state of
preparation, with just 4% strongly disagreeing that Germany is well-prepared
�Although there are few differences between Germans of
different ages, in-line with most other countries, German
women show more concern and less confidence in the
preparations for Swine Flu than German men
Concern
36% 49% 10% 4%
Not Little Quite Very Concerned
4% 14% 25% 35% 18%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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icelandIcelanders consider themselves quite well prepared and are not very concerned about Swine Flu
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Comments� In-line with the low incidence of Swine Flu, few (3%) Icelanders are
not very concerned about Swine Flu, with almost four in five (78%
)claiming to be not or a little concerned
� Icelanders consider themselves quite well prepared, with 20%
strongly agreeing that their country would be well-prepared for a
mass outbreak
�Older Icelanders show markedly more concern about Swine Flu, but
also greater confidence in their preparation for a mass outbreak
than younger Icelanders
� Consistent with most other countries, Icelandic women show much
greater concern and much less confidence in their country’s
preparation for a mass outbreak.
Concern
32% 46% 18% 3%
Not Little Quite Very Concerned
2% 9% 20% 42% 18%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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italyItalians are not worried and consider their country quite well-prepared for a Swine Flu outbreak
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�With one of the lowest official incidences of Swine Flu in
the world, almost three-quarters of Italians declare to be
not or only a little concerned about Swine Flu
�There’s overall agreement amongst Italians that Italy is quite well-prepared against a mass outbreak of Swine
Flu. However, one-in-five (21%) do disagree, suggesting
some discord
�Whilst these views are shared by Italians of all ages,
Italian women are more concerned about Swine Flu than men (although their confidence in the country’s
preparation is similar to men’s).
Concern
43% 29% 19% 8%
Not Little Quite Very Concerned
8% 13% 10% 52% 14%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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japanThe Japanese public has little concern for Swine Flu, but is reluctant to consider itself well-prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary� 64% of Japanese claim to be “a little” concerned with Swine Flu – a
much bigger proportion than any other country. Just 5% are very
concerned
� Japanese are unwilling to be drawn on a clear evaluation of their
preparation, with just 4% strongly agreeing and 6% strongly
disagreeing that their country is well-prepared for a mass outbreak
�Older Japanese are more concerned about Swine Flu than younger
people, and Japanese women are more concerned than men
� However, there’s remarkable consistency across demographic
groups in perception of preparation for a mass outbreak.
Concern
18% 64% 12% 5%
Not Little Quite Very Concerned
6% 17% 34% 35% 4%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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south koreaSouth Koreans have little concern and limited confidence in preparation for Swine Flu
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�With a very low official incidence of Swine Flu, South
Koreans declare generally little concern for themselves,
with 78% stating none or a little concern
�South Koreans generally do not commit to strong opinions of their country’s level of preparation. Overall
however, there are almost equal numbers who consider
their country prepared or not prepared
�Older Koreans are more concerned than younger Koreans. Also, Koreans aged 55+ show very much
greater confidence (56%) in their country’s preparation
than younger Koreans (35% among 35-54s, and 37%
among <34 years.
Concern
22% 55% 11% 10%
Not Little Quite Very Concerned
8% 29% 15% 36% 5%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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mexicoOnly a small minority of Mexicans are very concerned, but strong discord on the level of preparation
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Despite being the birthplace and retaining a high official
incidence of Swine Flu, two in five (43%) of Mexicans
claim to be not at all concerned
�Mexicans show discord over the current level of
preparation for a mass outbreak: over 20% strongly
disagree and 13% strongly agree
�While the oldest (55+) Mexicans show least concern,
Mexican men are much more concerned (40%) than women (26%) with Swine Flu
�Agreement with the level of preparation in Mexico is
similar for people of all ages and for both men and
women.
Concern
43% 23% 23% 10%
Not Little Quite Very Concerned
22% 18% 13% 31% 13%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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netherlandsThe Dutch public are almost entirely unconcerned, and consider themselves well-prepared
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�With a very low official incidence of Swine Flu, the Dutch
public shows little concern – only Switzerland and Austria
have more citizens claiming no concern
�Widespread agreement in the Netherlands that the country is well-prepared for a mass outbreak of Swine Flu
– just 3% strongly disagree
�Feelings of concern are similar across age groups and
amongst men and women. However, Dutch people
aged 55+ are less likely to agree that their country iswell-prepared for a mass outbreak.
Concern
60% 33% 5%2%
Not Little Quite Very Concerned
3% 16% 14% 54% 9%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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russiaThe Russians consider themselves not prepared, but show limited concern for Swine Flu
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Despite the lowest official incidence of Swine Flu in the
countries researched, Russians show some concern: 29%
are either very or quite concerned, vs. 25% being not at
all concerned (contrast to 80% in Austria)
�Russians hold a wide range of views on the preparation
for a mass outbreak, although the balance is negative
rather than positive
�Russian women are much more concerned about Swine
Flu than men, and are less likely to be confident in their country’s preparation for a mass outbreak.
Concern
25% 47% 23% 6%
Not Little Quite Very Concerned
11% 36% 25% 22% 6%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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switzerlandThe Swiss consider their country to be best-prepared of all, and show minimal concern for Swine Flu
Concern and Preparation Incidence of Swine Flu (WHO)
0
50
100
150
200
250
(cases per million)
Commentary�92% of Swiss have no or little concern for Swine Flu – supported by a very low official incidence and strong confidence among Swiss that their country is well-prepared against a mass outbreak
�Just 6% of all Swiss disagree that their country is well-prepared against Swine Flu
�These opinions are felt widely throughout Swiss society, as no observable differences emerge between different population groups.
Concern
62% 30% 5%2%
Not Little Quite Very Concerned
2%4% 8% 47% 37%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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united statesAmerican opinion is divided on the level of preparation, however, few Americans are very concerned
Concern and Preparation Incidence of Swine Flu
(WHO)
0
50
100
150
200
250
(cases per million)
Commentary�Despite a relatively high official incidence of Swine Flu, 79% of Americans declare to be either not at all or a
little concerned with Swine Flu
� Americans hold a wide range of views on the current
state of preparation. However, opinions are generally weak, with a very small minority strongly agreeing or
strongly disagreeing that their country is well-prepared
�American men are more likely to concur that their
country is well prepared against an outbreak of Swine
Flu, although incidence of concern is similar between men and women.
Concern
25% 54% 14% 7%
Not Little Quite Very Concerned
7% 33% 28% 27% 5%
Strongly Disagree Tend to Neither Tend to Strongly Agree
Preparation
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the pandemic worldwidedata to 6 July 09
UKCases: 7447
Deaths: 7
FranceCases: 310Deaths: 0
ItalyCases: 146Deaths: 0
AustriaCases: 19
Deaths: 0
GermanyCases: 505Deaths: 0
Netherlands
Cases: 135Deaths: 0
Iceland
Cases: 4Deaths: 0
ArgentinaCases: 2485Deaths: 60
BoliviaCases: 416Deaths: 0
MexicoCases:
10262Deaths: 119
USACases:
33902
Deaths: 170
CanadaCases: 7983Deaths: 25
RussiaCases: 3
Deaths: 0
Australia
Cases: 5298Deaths: 10
ChinaCases: 2040
Deaths: 0
JapanCases: 1790Deaths: 0S. Korea
Cases: 202Deaths: 0
Sources: WHO, CPC, HPA (UK), governments, BBC
WORLDWIDE
Cases: 94431Deaths: 421
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� The WIN Network Swine Flu study
interviewed 18,558 respondents
across 19 countries to evaluate
respondents’ perceptions of the
Swine Flu pandemic in their country
� Data was collected by online,
telephone and face-to-face
methodologies from the end of
June to the start of July 2009
� Each sample is representative of its
country’s population in terms of
socio-demographic variables.
720Bolivia
1005USA
2038UK
508Switzerland
1000Russia
488Netherlands
504Mexico
814South Korea
1028Japan
1002Italy
764Iceland
1008Germany
1007France
1510China
1524Canada
2001Brazil
501Austria
638Australia
498Argentina
# RespondentsCountry
research methodology
ICM Research
swine fluwhat do people think?global reaction