Our global network – Global @dvisor insights into the 2012 Summer Olympics in London

It was not only the medal counts and uniforms that distinguished countries from one another at the recent 2012 London Olympic Games.  In June, Ipsos Global @dvisor asked 18,623 adults aged between 16-64 years across 24 countries what their expectations were of the Olympic Games, and there were some interesting differences between countries.

Over three-fifths (62%) of people across the globe rated themselves as either somewhat or very interested in the Olympic Games.   Australia was on par, with 63% claiming to be interested, while the highest level of interest was in India at 85% and China at 82%. Conversely, Belgium had the lowest level of interest (45%), followed by Germany (49%) and, perhaps surprisingly, Great Britain (50%).

Individuals were asked the extent to which they agreed or disagreed with the statement: ‘I am worried that a terrorist attack will happen during the Olympic Games.’ Globally, agreement sat at 37%, with Mexico (54%), India (51%) and Spain (50%) most likely to agree. Poland (21%), France (23%) and Hungary (24%) were least likely to agree.  Over a third (35%) of Australians agreed they were worried, slightly higher than those in the United States (31%) and less than those in Great Britain (46%).

When asked which sport they will follow most closely, the two most popular overall responses were Track and Field and Soccer, (both at 20%), followed by swimming and Gymnastics (16% and 14% respectively). Australia was the country least likely to plan to follow soccer closely, giving a rating of just 5%. Conversely, we were the second most likely to follow swimming closely (40%), with Hungary the most likely (44%).

The role of technology and the Olympics was also explored in the Global @dvisor study.  A fifth (20%) of the global population agreed that they were planning to download a mobile app in order to watch the Games live, with India and China the most likely (58% and 56%, respectively). Those in Belgium were least likely (5%) and Australia was below the global average at 12%.

Global @dvisor is a monthly omnibus and public opinion tracking service conducted by the Ipsos Social Research Institute. Global @dvisor spans 24 countries worldwide and is conducted using Ipsos’ online panel.  For more information about Global @dvisor, please contact julia.knapp@ipsos.com.

Madeleine Russell
Research Executive