perceptions of germany among the u.s. population: june 2018...are important reasons for...
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1CONFIDENTIAL AND PROPRIETARY © 2018 by Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited.
Perceptions Of Germany Among The U.S. Population:June 2018
2
The Magid Pedigree
USCanadaMexicoCosta RicaBrazilArgentina
IndiaU.A.E.South AfricaEgyptIsrael
UKFranceGermanySpainPortugalItalyTurkeyGreeceCzech RepublicSwedenFinlandDenmarkNetherlandsBelgiumSwitzerland
RussiaKoreaJapanChinaTaiwanHong KongVietnamThailandPhilippines Indonesia SingaporeMalaysia AustraliaNew Zealand
Frank N. Magid Associates, Inc. is a leading research-based consulting firm with expertise in media, communications and entertainment. Since our first engagement with a local television station fifty years ago, we have been at the forefront of innovation in the media, entertainment and communications industries.
Magid’s extensive global network of partners gives us the reach and flexibility to conduct research on the ground, on the telephone, in person and online in over 44 countries.
3
About Magid
Frank N. Magid Associates ignites transformational ideas to create change and make our clients exceptionally profitable.
Since 1957, Magid has successfully leveraged its unparalleled consumer insights, operating best practices, consumer and industry perspectives, and communications expertise to help hundreds of businesses build stronger brands and achieve stronger financial returns.
Today, Magid’s team of 150 people in the US works with leading brands across across a diverse range of industries and countries.
4
Objectives & Methodology
Nationally representative online survey of N=1,500 Online Users Ages 18+ Sample is nationally representative in terms of gender, age, and Census regions Study focus: To better understand the American population’s general knowledge
about Germany, the German people, and issues relevant to Germany and its relationship with the United States
Oversample of n=150 college students ages 18-25 Data collected May 22 – June 4, 2018 Study averaged 21 minutes in length (median) Respondent recruitment completed via email by a high quality online research
panel and data collection firm Margin of error = +/-3%
5
Table of Contents
6-9: Impression Of Germany Among Americans
10-16: Germany As A US Partner
17-23: Economic Relationship
24-27: European Union
28-32: Migrant Situation
33-36: Final Thoughts
38-79: Appendix I – Additional Information
6
Impression of Germany Among Americans
7
41%
27%
33%
45%
43%
44%
43%
48%
55%
59%
53%
58%
37%
33%
39%
42%
46%
45%
45%
41%
39%
36%
38%
33%
14%
32%
20%
13%
11%
11%
12%
11%
7%
6%
8%
9%
8%
8%
8%
Excellent (4+5) Neutral (3) Poor (1+2) DK/NASeptember 2002
April 2003
September 2003
September 2004
February 2007
September 2005
September 2008
December 2009
December 2011
November 2013
February 2016
Total N=1500. Q11: How would you describe your general impression of Germany? NOTE: From 2004 on, online studies did not offer DK/NA option.
June 2018
Majority Of Americans Continue To View Germany In A Positive Light – Uptick From 2016
8
44%
21%
35%
46%
22%
32%
49%
18%
33%
49%
20%
31%
Yes No Not Sure
Do you think that Germans like the United States and Americans?(For 2016-2018, question was split up into two questions)
2018 - United States 2018 - Americans 2016 - United States 2016 - Americans
Nearly Half Of Respondents Think Germans Like The U.S. And Americans; But Drop Of -3 to -5% From 2016
Total N=1500. Q22: Do you think that Germans like the United States? Q23: Do you think that Germans like Americans? NOTE: Before 2016, these two questions were combined to ask about both the US and Americans in one question.
9Total N=1500. Q16: Based on what you know, how much do you agree or disagree with the following statements about modern Germany?*Slight change in wording from 2016 which was “Germany is a global leader in research and technology”
Majority Of Americans View Germany As Global Power And A Forward Thinking Society
64%
63%
62%
58%
52%
52%
48%
27%
15%
15%
15%
16%
20%
16%
18%
19%
5%
5%
4%
5%
6%
3%
10%
23%
16%
17%
18%
21%
22%
28%
25%
30%
Germany is a modern and forward-thinking society
Germany is a major economic power
Germany plays an important role in the UN
Germany is a leading country in science, research andinnovation*
Germany is a land of regional differences
The Apprenticeship system and workforce developmentare important reasons for Germany's economic success
Germany is against any kind of political extremism
Germany is too cautious in adopting digital technologies
Based on what you know, how much do you agree or disagree with the following statements about modern Germany? Germany’s Image
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-1%
“Agree” change compared to previous wave
-1%
-4%
N/A
+2%
N/A
+1%
+1%
10
Germany As A U.S. Partner
11
65%
41%
17%
27%
35%
30%
39%
34%
41%
50%
42%
48%
38%
26%
38%
39%
41%
43%
54%
52%
52%
50%
45%
48%
45%
48%
4%
13%
35%
22%
23%
16%
8%
14%
10%
4%
10%
7%
15%
5%
9%
9%
10%
Good (4+5) Neutral (3) Poor (1+2) DK/NASeptember 2001September 2002
April 2003September 2003September 2004
February 2007September 2005
September 2008December 2009
November 2013December 2011
February 2016June 2018
Total N=1500. Q24: How would you describe the current relations between the U.S. and Germany? NOTE: From 2004 on, online studies did not offer DK/NA option.
Perceptions Of Germany-U.S. Relations Have Dropped Significantly From 2016; Lowest Since GW Bush Era
12
43%
13%
44%
30%
41%
29%
Yes No Not Sure
Do you approve of the way ______ is dealing with U.S.-German relations?
Chancellor Merkel President Trump
Change compared to previous wave
+2%
-13%*
Total N=1500. Q27: Do you approve of the way Chancellor Merkel is dealing with U.S.-German relations? Q27.1: Do you approve of the way President Trump is dealing with U.S.-German relations?*2016 referred to President Obama
Merkel Considered To Be Doing Better Job Than Trump Dealing With US - German Relations
13
63%
61%
59%
59%
57%
54%
53%
13%
17%
19%
17%
19%
20%
20%
8%
5%
5%
6%
8%
5%
7%
15%
17%
17%
18%
15%
21%
20%
The U.S. and Germany should work together moreclosely to fight climate change
Germany is a key ally of the U.S.
Germany and the U.S. share fundamental interestsand values
The political relationship between Germany and theU.S. is not as strong as it should be
There are strong historical bonds between Germanyand the U.S.
Germany is committed to a strong securityrelationship with the U.S.
Germany is a committed partner of the US inconfronting today's challenges
How much do you agree or disagree with the following statements regarding the relations between the U.S. and Germany?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA+1%
“Agree” change compared to previous wave
+7%
0%
+1%
-1%
N/A
-2%
Americans Think That Germany And The US Have Close Bond, But Could Political Relationship Could Be Stronger
Total N=1500. Q28: How much do you agree or disagree with the following statements regarding the relations between the U.S. and Germany?
14
69%
66%
45%
43%
42%
39%
30%
26%
16%
13%
10%
9%
Canada
Great Britain (United Kingdom)
France
Germany
China
Japan
Mexico
Israel
Australia
South Korea
Italy
Russia
More specifically, which five countries do you consider the most important international partners of the U.S.?
+10%
Change compared to previous wave
+5%
+7%
+4%
+7%
+3%
+8%
-3%
-5%
-1%
+1%
-2%
Total N=1500. Q2: More specifically, which five countries do you consider the most important international partners of the U.S.? Select five. NOTE: Only those with 10% or more shown
Germany Is Considered A Top Five International Partner Of The U.S.; And An Increasingly Important Partner
15
39%
37%
29%
22%
20%
17%
16%
12%
Great Britain (United Kingdom)
China
Russia
Canada
Israel
France
Germany
Mexico
Which three foreign countries have the most influence on U.S. politics?
+2%
Change compared to previous wave
-4%
+2%
+5%
+6%
-4%
-1%
-2%
Total N=1500. Q4: Please indicate which three foreign countries you think have the most influence on U.S. politics? Select up to three.
Germany’s Influence On U.S. Politics Has Remained Roughly The Same From 2016
16
70%
65%
46%
41%
38%
24%
23%
19%
16%
15%
13%
Canada
Great Britain (United Kingdom)
France
Germany
Australia
Israel
Japan
Ireland
Italy
Mexico
China
Which five countries do you think have the most common values with the U.S.?
+5%
Change compared to previous wave
+4%
+11%
+5%
-4%
+3%
+9%
+2%
+4%
+2%
+2%
Americans Believe Germany Is One Of The Top Countries In The World With Common Values
Total N=1500. Q4.2: And which five countries do you think have the most common values with the U.S.? Select five. NOTE: Only those with 10% or more shown
17
Majority Believe Germany Is An Important Ally In The Fight Against Terrorism, But Could Be More Active
59%
58%
57%
18%
18%
19%
4%
5%
6%
19%
20%
18%
Germany should be moreactive in the fight against
terrorism
Germany should play amore active military role inthe fight against terrorism
Germany is an importantally of the US in the fight
against terrorism
How much do you agree or disagree with the following statements regarding Germany’s fight against terrorism?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-3%
“Agree” change compared to previous wave
-1%
-2%
Total N=1500. Q28.2: How much do you agree or disagree with the following statements regarding Germany’s fight against terrorism?
18
Economic Relationship
19
63%
55%
52%
49%
15%
21%
19%
23%
5%
4%
5%
7%
17%
20%
24%
21%
Germany is a major economicpower
The economic relationshipbetween Germany and theU.S. drives global economic
stability and growth
German companies createjobs in the U.S.
The U.S. and Germany areglobal economic competitors
How much do you agree or disagree with the following statements regarding the economic relations between the U.S. and Germany?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-1%
“Agree” change compared to previous wave
-2%
N/A
-4%
Total N=1500. Q28.4: How much do you agree or disagree with the following statements regarding the relations between the U.S. and Germany?
Germany Is Widely Perceived As A Major Economic Power And Germany Creates Jobs In The U.S.
20
77%
77%
74%
74%
70%
65%
62%
61%
53%
43%
43%
40%
34%
Great Britain (United Kingdom)
China
Japan
Canada
European Union (EU)
Germany
France
Mexico
South Korea
India
Taiwan
Russia
Brazil
For each of the following countries, please indicate how important they are to the U.S. as economic partners.
(4+5 shown)
+3%
Change compared to previous wave
+2%
+5%
+2%
+3%
+1%
+4%
+2%
-1%
-2%
-2%
+5%
-1%
Germany Is Seen As A Strong Economic Partner With The US, But Remains Behind Top Tier Of Partners
Total N=1500. Q4.1: For each of the following countries, please indicate how important they are to the U.S. as economic partners.
21
0%
20%
40%
60%
80%
September2004
September2005
February 2007 September2008
December 2009 December 2011November 2013 February 2016 June 2018
Japan China Great Britain (UK) Germany Russia France Canada Mexico India Brazil
American’s Perception Of Germany’s Economic Importance To The US Is Slowly Rising
Total N=1500. Q4.1: For each of the following countries, please indicate how important they are to the U.S. as economic partners. Top 2 shown (4+5)
22
14% 27% 50% 7% 2%2018 - June
Fair / Balanced (5) 4 3 2 Unfair / Unbalanced (1)
90%+ Think The Economic Relationship Between Germany And The U.S. Leans Towards Being Fair
Total N=1500. Q28.5 How would you characterize the economic relationship between Germany and U.S.?
23
15% 24% 29% 15% 17%2018 - June
Very informed (5) 4 3 2 Not at all informed (1)
Only About 40% Of Americans Feel Informed About The U.S.’s Steel And Aluminum Tariffs
Total N=1500. Q7: As you might know, the U.S. has imposed global tariffs on steel and aluminum; key allies like the European Union (EU), Canada, and Mexico have been temporarily exempted. How informed do you feel about the discussion on steel and aluminum tariffs?
24
41%
13%10%
36%
Tariffs such as those on imported steelmostly benefit the U.S.
Tariffs such as those on imported steelmostly benefit China
Tariffs such as those on imported steelmostly benefit the E.U.
Tariffs such as those on imported steelare not in the interest of any of thecountries involved
Total N=1500. Q8 Which of the following statements do you most agree with regarding steel and aluminum tariffs? Select one.
Plurality Think That The Steel And Aluminum Tariffs Benefit The U.S.; Only 10% Think It Will Benefit EU
25
43%
43%
37%
29%
26%
20%
20%
24%
22%
21%
16%
23%
22%
34%
37%
20%
14%
18%
15%
15%
The Volkswagen incident is anisolated case
I have lost confidence in theVolkswagen brand
The Volkswagen incident willharm the German economy in
the long termI have lost confidence in the
German automobile industry ingeneral
I have lost confidence in the brand “Made in Germany”
In 2015, the German car manufacturer Volkswagen admitted to cheating on emissions tests in the U.S. How much do you agree or disagree with the following
statements?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-2%
“Agree” change compared to previous wave
-5%
-1%
-2%
-3%
40%+ Americans Have Lost Confidence In Volkswagen Brand After Emissions Scandal; Trust Building Back Slowly
Total N=1500. Q29: In 2015, the German car manufacturer Volkswagen admitted to cheating on emissions tests in the U.S. How much do you agree or disagree with the following statements?
26
European Union
27
Only 1 in 3 Americans Feel Informed About EU
33%
35%
31%
30%
36%
35%
How informed do you feel you are about the European Union (EU)?
Informed (4+5) 3 Not Informed (1+2)
February 2016
June 2018
Total N=1500. Q5: How informed do you feel you are about the European Union (EU)?
28
68%
67%
67%
14%
15%
13%
4%
4%
5%
15%
15%
15%
It is in the interest of theUS to expand trade with
the European Union
The European Union is animportant political partner
of the US
It is in the interest of theU.S. that there is a strong
European Union
Based on what you know, how much do you agree or disagree with the following statements about the European Union (EU)?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
0%
-1%
-1%
Total N=1500. Q6: Based on what you know, how much do you agree or disagree with the following statements about the European Union (EU)?
“Agree” change compared to previous wave
Majority Of Americans Agree That The EU Is A Key Partner, And Want The EU To Stay Strong
29
61%
59%
59%
57%
56%
54%
16%
15%
17%
16%
18%
18%
3%
7%
5%
6%
5%
5%
20%
18%
20%
20%
21%
23%
Germany wants to assume a leadingrole in Europe
I expect Germany to assume a leadingrole in Europe
Germany's role in Europe hasstrengthened over the last few years
Germany is assuming a leading role inEurope
Germany demonstrates deepcommitment to the European Union
Germany is committed to enhancingEuropean integration
Based on what you know, how much do you agree or disagree with the following statements about Germany and the European Union (EU)?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-1%
“Agree” change compared to previous wave
-2%
-2%
+2%
+4%
-1%
Majority Of Americans See Germany As Wanting And Having A Strong Role In Europe
Total N=1500. Q10: Based on what you know, how much do you agree or disagree with the following statements about Germany and the European Union (EU)?
30
44%
34%
33%
30%
15%
11%
10%
9%
9%
Stable
Modern
Collaborative
Constructive
Demanding
Patronizing
Trailblazing
Weak
Fickle
What words would you use to characterize the role Germany currently plays within Europe?
+4%
-4%
-2%
+1%
+2%
-7%
-1%
0%
Change compared to previous wave
N/A
Total N=1500. Q9: What words would you use to characterize the role Germany currently plays within Europe? Select all that apply.
Germany Is Seen As Increasingly Stable, Modern, And Collaborative Force In Europe
31
The Migrant Situation
32
17%
15%
13%
23%
17%
26%
20%
21%
23%
6%
14%
7%
6%
18%
6%
28%
14%
26%
Germany
United States
European Union(EU)
Excellent (5) 4 3 2 Poor (1) DK/NA
-3%%
“Excellent” change compared to previous wave
-2%
0%
Total N=1500. Q18: As you might know, the current situation in Syria, Iraq and Afghanistan (among other countries) has led to a massive exodus of migrants. How well did the following international players respond to this wave of migration?
Germany Is Thought To Have Responded Better Than The U.S. To The Migrant Situation
33
34%
32%
51%
55%
15%
14%
February 2016 -Change in general
impression ofGermany's handling ofthe migrant situation
June 2018 - Change ingeneral impression ofGermany's handling ofthe migrant situation
Yes, it changed for the better No, it did not change Yes it changed for the worse
Germany’s Response To Migrant Situation Leaves A Net Positive Impression Among Americans
Total N=1500. Q21.1: Has your general impression of Germany changed as a consequence to Germany’s handling of the migrant situation?
NET
+19
+18
34
47%
44%
42%
41%
37%
35%
42%
43%
42%
42%
45%
45%
11%
12%
16%
17%
18%
19%
Germany assumes a leadership role in Europe regarding themigrant situation
Germany takes responsibility as a global player in the migrantsituation
Chancellor Merkel was right to temporarily suspend Europeanasylum rules when she opened the German borders
Germany’s response to the migrant situation is appropriate
Germany is actively addressing the root causes of the refugeecrisis
Germany successfully integrates migrants into its society
How much do you agree or disagree with the following statements regarding Germany’s handling of the migrant situation?
Agree (4+5) Neutral (3) Disagree (1+2)
-8%
“Agree” change compared to previous wave
-12%
-7%
-5%
-3%
-8%
Germany’s Standing As A Leader In The Migrant Situation Falling In The Eyes Of Americans
Total N=1500. Q19: As you might know, Germany has (temporarily) opened its borders and has taken in 1.1 million refugees in 2015. How much do you agree or disagree with the following statements regarding Germany’s handling of the migrant situation?
35
44%
44%
40%
40%
39%
35%
33%
42%
38%
49%
38%
44%
43%
43%
13%
18%
11%
23%
17%
22%
24%
The hostility to foreigners among Germans will grow
The influx of migrants poses a security threat forGermany
The right-wing movement in Germany will gain strength
The high number of migrants will threaten Germany’s prosperity
In conclusion: Germany will emerge stronger from thiscrisis
The migrants will have a positive effect on the Germansociety
The migrant influx will have positive effects on theGerman labor market
How much do you agree or disagree with the following statements regarding the consequences of Germany’s migrant policies?
Agree (4+5) Neutral (3) Disagree (1+2)
-6%
-4%
-1%
-8%
0%
+1%
0%
Total N=1500. Q20: How much do you agree or disagree with the following statements regarding the consequences of Germany’s migrant policies?
However, Americans Also Believe The Migrant Situation Poses Less Of A Threat To Germany
“Agree” change compared to previous wave
36
Key Takeaways
37
Impressions of Germany Strong impression: Majority of Americans continue to view Germany in a positive light, and their
impression has risen in the last two years. Not necessarily the other way around: Respondents believe Germany’s view of the U.S. and the
American people has dropped since 2016. A major global power: Germany is increasingly seen as a major global power. While considered
economically strong, perception of research/tech remains high as well.
Germany as a U.S. Partner Diminished relations: Perceptions of Germany-U.S. relations have fallen significantly in the past two
years to Pre-Obama era levels. Nevertheless, more Americans want to see the American relationship with Germany improve.
Merkel getting more credit than Trump: Only 30% approve of the way President Trump is handling German-U.S. relations, compared to 43% approval of Merkel’s handling of the situation.
German-U.S. relationship can improve: The majority (59%) of Americans believe the political relationship between U.S. and Germany is NOT as strong as it could be.
Partners beyond language: Germany is considered a top four international partner of the U.S. and an increasingly important partner.
Key Takeaways – Germany’s Image
38
Economic Relationship Economic power and job creator: Germany is widely perceived as a major economic power that drives
growth and creates jobs in U.S. The perception of Germany’s economic importance to the U.S. is slowly rising.
Equal Players: Vast majority of Americans see the economic relationship between the U.S. and Germany as one that leans towards fair/balanced.
Tariffs: Only a plurality of Americans feel informed about the tariffs the US has imposed on steel, but a plurality also believe that America is benefiting the most from the tariffs.
VW scandal continues to have lasting effects: The Volkswagen incident remains a significant setback to VW. While the VW incident is widely considered to be an isolated case, 40% of Americans say they have lost confidence in the brand. There is some evidence that trust is building back slowly based on slight change in attitude since 2016.
Key Takeaways – Germany’s Image
39
European Union Uninformed on EU: The majority of Americans do not feel informed about the EU. However, the
majority of Americans also feel that the EU is a key partner and want the EU to stay strong. Germany leading Europe: Americans see Germany as wanting and having a strong role in Europe.
Germany is also viewed as demonstrating a deep commitment to the EU and enhancing European integration.
German is viewed as increasingly stable, modern and collaborative force in Europe.
Migrant Situation Handling migrant situation: Germany is seen as responding better to the migrant situation than the U.S.
or EU. Leadership and threats from migrant situation have fallen in American’s eyes: Nearly a majority of
Americans see Germany taking responsibility / leadership in the migrant situation – Germany’s standing as a leader in the migrant situation has definitely fallen. However, Americans also believe that the migrant situation poses less of a threat to Germany than two years ago.
Key Takeaways – Germany’s Image
40
THANK YOU
Debby RuthSenior Vice [email protected]
Andrew HareVice President, Digital Research & [email protected]
Thomas [email protected]
Cover and chapter photos courtesy of picture-alliance.com
41
Appendix I: Additional Information
42
Sample Demographics – Race And Geography
61%
18%
12%
6%
3%
Caucasian
Hispanic / Latino
African-American
Other
RACE
Asian
24%West
21%Midwest
17%Northeast
GEOGRAPHICAL LOCATION
38%South
Total N=1500. Scr.C: What is your age? Scr.D: What is your gender? Scr.E: How do you classify your race?
43
Sample Demographics – Age And Gender
29%
25%
27%
19%65+ years
18-34 years
35-49 years
50-64 years
48%
52% MaleFemale
AGE GENDER
Total N=1500. Scr.C: What is your age? Scr.D: What is your gender? Scr.E: How do you classify your race?
44
Impression Of Germany Among Americans
45
52%
21%
37%
31%
11%
48%
The U.S. media do not provide enough news aboutGermany
I don’t need to be informed about Germany
Agree (4+5) Neutral (3) Disagree (1+2)
Top 2 Box AgreementSeptember
2004 (N=1,412)
September 2005
(N=1,070)
February2007
(N=1,023)
September 2008
(N=1,019)
December 2009
(N=1,051)
December 2011
(N=1,517)
November2013
(N=1,500)
February 2016
(N=1,500)
June2018
(N=1,500)
Change compared
to previous wave
The U.S. media do not provide enough news about Germany
37% 44% 46% 51% 50% 56% 51% 55% 52% -3
I don’t need to be informed about Germany
18 17 17 18 19 16 18 20 21 +1
Total N=1500. Q32: How much do you agree or disagree with the following statements?
Americans Believe They Are Not Getting Enough News About Germany From The Media
46
38% 28%
32%
42%37%
41%
32%
42%
48%
49%44%
49%44%
27%
35%
49%51% 49%
54% 53%
63% 69%
63%67%
September2002
April2003
September2003
September2004
September2005
February2007
September2008
December2009
December2011
November2013
February2016
June 2018
How would you describe your general impression of Germany? (4+5 shown)
Women Men
American’s Impression Of Germany Still High, And Slightly Risen For Both Men And Women
Total N=1500. Q11: How would you describe your general impression of Germany? NOTE: From 2004 on, online studies did not offer DK/NA option.
47
Germany Is Clearly Seen As Important In International Politics, Also Promoting Peace
62%
54%
52%
48%
17%
19%
20%
22%
4%
7%
6%
9%
16%
19%
23%
21%
Germany plays an importantrole in international politics
Germany promotes democracyand peace in the world
The German government is achampion of free trade and fair
competition in a globalizedworld
Germany is active in globalconflict resolution
Based on what you know, how much do you agree or disagree with the following statements about modern Germany? Global Player
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
0%
“Agree” change compared to previous wave
-1%
+4%
0%
Total N=1500. Q16: Based on what you know, how much do you agree or disagree with the following statements about modern Germany?
48
Majority Think Germany Is Strong On The Environment
51%
49%
48%
48%
18%
18%
18%
20%
6%
5%
6%
5%
25%
28%
28%
28%
Germany promotes innovativesolutions to preserve our planet for
future generations
Germany has exemplary environmentallaws and standards
Germany is a leader in renewableenergies and energy efficiency
German companies are leaders inreneqable energies
Based on what you know, how much do you agree or disagree with the following statements about modern Germany? Environment
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-1%
“Agree” change compared to previous wave
+2%
-1%
0%
Total N=1500. Q16: Based on what you know, how much do you agree or disagree with the following statements about modern Germany?
49
61%
59%
58%
57%
57%
53%
49%
45%
14%
14%
14%
17%
16%
14%
15%
16%
4%
3%
3%
3%
4%
3%
4%
6%
21%
25%
24%
23%
23%
29%
32%
33%
Germany is a high tech country
Germany has an excellent educationalsystem
Germany has an outstandingtransportation infrastructure
Germany produces many importantscientific research findings
Germany has a thriving culture andperforming arts scene
Germany has an outstanding system ofvocational training
Germany has an excellent healthcaresystem
Germany has an exemplary social welfaresystem
Based on what you know, how much do you agree or disagree with the following statements about modern Germany? Society
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
-4%
“Agree” change compared to previous wave
-2%
-2%
0%
+1%
-3%
-1%
-1%
Total N=1500. Q17: Based on what you know, how much do you agree or disagree with the following statements regarding Germany?
All Aspects Of German Society Seen Favorably, With Tech, Education, Transportation Leading
50
62%
60%
60%
54%
51%
48%
14%
14%
13%
15%
16%
16%
3%
2%
2%
2%
3%
5%
21%
24%
25%
29%
30%
31%
Culture scene
Transportation infrastructure
Educational system
Vocational training
Healthcare system
Social welfare system
Based on what you know, how would you describe Germany’s…?
Good (4+5) Neutral (3) Poor (1+2) DK/NA
Total N=1500. Q17.1 Based on what you know, how would you describe Germany’s…?
Majority Of Americans See Germany As Having Several Strong Aspects Of Their Society
51
Germany As A U.S. Partner
52
Most important international partners
of the U.S.
September 2005
(N=1,070)
February2007
(N=1,023)
September 2008
(N=1,019)
December 2009
(N=1,051)
December 2011
(N=1,517)
November 2013
(N=1,500)
February 2016
(N=1,500)
June 2018 (N=1.500)
Change compared to
previous wave
Great Britain (United Kingdom)*
83% 84% 73% 75% 67% 69% 61% 66% +5
Canada 61 67 61 69 63 61 59 69 +10
Japan 47 47 41 44 44 38 36 39 +3
Australia 30 34 28 31 26 22 21 16 -5
Germany 35 38 37 40 46 43 39 43 +4
China 32 30 36 50 43 42 35 42 +7
Israel 27 30 29 22 25 27 29 26 -3
Mexico 32 23 24 28 21 23 22 30 +8
France 21 21 26 29 30 33 38 45 +7
Total N=1500. Q2: More specifically, which five countries do you consider the most important international partners of the U.S.? Select five. NOTE: In September 2008, name was changed from “United Kingdom / England” to “Great Britain (United Kingdom)”
Overall, Most Countries Increased In Importance Selection; Germany Modest Increase
53
59%
38%
19%
26%
36%
26%
37%
26%
36%
42%
33%38%
29%
71%
44%
16%
29%34%
35%
43% 44% 46%
60%
51%
58%
47%
September2001
September2002
April2003
September2003
September2004
September2005
February2007
September2008
December2009
December2011
November2013
February2016
June 2018
How would you describe the current relations between the U.S. and Germany?(4+5 shown)
Women Men
The Impression Of German-American Relations Has Decreased For Both Men And Women
Total N=1500. Q24: How would you describe the current relations between the U.S. and Germany? NOTE: From 2004 on, online studies did not offer DK/NA option.
54
67%
67%
64%
31%
20%
14%
12%
9%
Great Britain (United Kingdom)
France
Germany
Italy
Spain
Russia
Ireland
Sweden
Which countries do you consider the most important European partners of the U.S.?
+2%
Change compared to previous wave
+7%
+2%
+2%
+9%
+3%
-5%
0%
Total N=1500. Q3: Which countries do you consider the most important European partners of the U.S.? Select up to five. NOTE: Top 8 Shown.
France Remains In Second Over Germany, But Germany Still Close To The Top Still
55
Israel And The Jewish Community
56
50%
38%
38%
16%
18%
18%
9%
9%
7%
24%
35%
38%
Germany has takenresponsibility for what itdid to Jews in the past
Germany is a strong andreliable ally of Israel
There is a current revival ofthe German-Jewish
community in Germany
Based on what you know, how much do you agree or disagree with the following statements about Germany and the Jewish Community?
Agree (4+5) Neutral (3) Disagree (1+2) DK/NA
+1%
“Agree” change compared to previous wave
+1%
-1%
Americans Are Positive About Germany And Jewish/Israeli Issues; ~1/3 Don’t Know About It
Total N=1500. Q17.2: Based on what you know, how much do you agree or disagree with the following statements about Germany and the Jewish Community?
57
American’s Perceptions Of German-Jewish/Israeli Relations Stagnating
Top 2 Box AgreementSeptember
2005 (N=1,070)
February2007
(N=1,023)
September2008
(N=1,019)
December2009
(N=1,051)
December2011
(N=1,517)
November 2013
(N=1,500)
February 2016
(N=1,500)
June2018
(N=1,500)
Change compared
to previous
wave
Germany has taken responsibility for what it did to Jews in the past
37% 33% 29% 33% 44% 43% 49% 50% +1
There is a current revival of the German-Jewish community in Germany
n.a. 23 21 20 31 29 39 38 -1
Germany is a strong and reliable ally of Israel n.a. 13 15 15 28 30 37 38 +1
Total N=1500. Q17.2: Based on what you know, how much do you agree or disagree with the following statements about Germany and the Jewish Community?
58
Germany As An Economic Partner
59
53%
47%
47%
45%
40%
33%
32%
28%
24%
18%
16%
16%
12%
25%
30%
27%
30%
30%
32%
30%
34%
29%
22%
27%
28%
22%
10%
10%
13%
12%
13%
18%
20%
20%
23%
25%
27%
28%
31%
2%
2%
2%
2%
3%
4%
5%
4%
7%
13%
9%
9%
13%
2%
1%
1%
2%
2%
1%
3%
2%
4%
10%
5%
5%
5%
9%
10%
10%
10%
13%
12%
10%
12%
13%
13%
16%
15%
17%
China
Great Britain (United…
Canada
Japan
European Union (EU)
Germany
Mexico
France
South Korea
Russia
Taiwan
India
Brazil
Very Important (5) 4 3 2 Not at all important (1) DK/NA
Germany Is Seen As An Important Economic Partner To The US, But Just Behind Top Tier
Total N=1500. Q4.1: For each of the following countries, please indicate how important they are to the U.S. as economic partners.
60
Information About Germany
61
13%
11%
27%
28%
34%
35%
17%
17%
10%
10%
Knowledgeabout Germany
Knowledgeabout theGermans
Comprehensive knowledge (5) 4 3 2 No knowledge at all (1)
+3%
“5+4” change compared to previous wave
+3%
Total N=1500. Q12: How would you rate your knowledge about Germany? Q13: How would you rate your knowledge about the Germans?
Over 10% Of Americans Rate Their Knowledge Of Germans And Germany As “Comprehensive”
62
14%
8%
10%
9%
11%
14%
17%
15%
20%
21%
36%
13%
18%
15%
18%
19%
27%
26%
30%
32%
13%
29%
32%
35%
29%
31%
31%
30%
34%
32%
12%
21%
18%
20%
17%
15%
14%
14%
8%
8%
23%
28%
23%
22%
25%
21%
12%
15%
8%
7%
2001 - September
2004 - September
2005 - September
2007 - February
2008 - September
2009 - December
2011 - December
2013 - November
2016 - February
2018 - June
Very interested (5) 4 3 2 Not at all interested (1)
Total N=1500. Q33: Overall, how interested are you in receiving information about Germany?
There Has Been An Uptick In Interest For Americans To Receive Info About Germany
63
55%
55%
54%
53%
48%
47%
45%
43%
41%
34%
34%
33%
28%
Germany's science and scientific research
Germany's history
Modern life in Germany
Tourist and travel information
Germany's cuisine
Germany's economy
Germany's politics
Germany's cars
Germany's beer
Germany's literature
Germany's music
Germany's films
Germany's sports
How interested are you in…? (4+5 shown)
-3%
-1%
-4%
-5%
-3%
-4%
-1%
-2%
-1%
-3%
-4%
-6%
-4%
Change compared to previous wave
Among those 2-5 interested in receiving information about Germany N=1396. Q34: How interested are you in…?
Majority Of Americans Interested In German Culture, Niche Topics Still Hold ~30% Interest
64
33%
32%
32%
18%
18%
17%
15%
13%
9%
6%
24%
Website with current news from Germany
YouTube
Monthly print magazine
Weekly print newspaper
German Embassy e-mail newsletter
German Embassy Blog
Tumblr
I'm not interested in receiving information about Germany
Which of the following sources of information about Germany would you be likely to subscribe to/follow if they were available for free and in the English language?
Change compared to previous wave
N/A
-2%
-1%
+4%
-5%
+3%
N/A
-2%
-1%
-1%
-3%
Among those 2-5 interested in receiving information about Germany N=1396. Q35: Which of the following sources of information about Germany would you be likely to subscribe to/follow if they were available for free and in the English language? Select all that apply.
If Interested, Americans Would Want To Receive Info About Germany On Websites, Social Media, And YouTube
65
23%22%
17%16%
13%13%
11%9%
8%7%
5%4%
3%2%
42%
WikipediaYouTube
FacebookOnline newspaper / magazines
Other online sourcesOnline video / TV
TwitterInstagram
Website of an official German organizationBlogs
www.germany.infoOnline radio
Other social networksTumblr
None
Which of the following internet sources have you ever used to find information about Germany?
-3%
-5%
+2%
-1%
-1%
-1%
-2%
-2%
0%
0%
0%
-1%
+3%
Change compared to previous wave
+1%
-1%
Total N=1500. Q36: Which of the following internet sources have you ever used to find information about Germany?
Plurality Of Americans Have Not Used A Source To Find Info On Germany; Wikipedia Leads
66
60%
30%
7%0%
Very useful 4 3 2 Not at all useful
57%
37%
3%0%
Very user friendly 4 3 2 Not at all user friendly
Whether www.germany.info is user-friendlyUsefulness of www.germany.info
Top Box is up from 44% in 2016
Top Box is up from 39% in 2016
Those who have visited www.Germany.info in the last 3 months N=30. Q36.1: You indicated that you have visited the web site www.Germany.info. How useful was the web site in providing the information you were looking for? Q36.2: How user-friendly did you find the web site www.Germany.info?
Majority Of Americans Who Have Visited The Website Find It Very Useful And User-Friendly
67
Germany Visits Ang German Language
68
About 25% Of Respondents Have Visited Germany; Rate Of Visits Steady
77%
7% 5%
12%
76%
6% 6%12%
81%
5% 4%10%
80%
4% 3%
12%
76%
3% 5%
16%
74%
5% 6%
15%
75%
5% 7%13%
75%
6% 7%12%
Never 3 or more visits 2 visits 1 visit
How many times have you visited Germany?
2005 September 2007 February 2008 September 2009 December 2011 December 2013 November 2016 February 2018 June
Among those who made at least one visit to Germany, the majority (59%) lasted 2 weeks or less
Total N=1500. Q37: Have you ever visited Germany? Q38: How many times have you visited Germany? Q39: What is the longest period of time for which you have stayed in Germany at a stretch?
69
59%
23%
18%
18%
15%
8%
4%
Tourism / vacation
Business
Visiting friends
Visiting family / relatives
Military
Studying / college
Other
What were the main reasons for your visits to Germany?
Change compared to previous wave
-1%
-6%
-2%
-4%
-2%
N/A
+4%
Among those that have visited Germany N=369. Q40: What _____ (CHECK Q38: IF FOIL 1, INSERT “was the main reason for your visit”, IF FOILS 2-4, INSERT “were the main reasons for your visits”) to Germany? Select all that apply.
Tourism / Vacations Is Leading Reason For Americans To Visit; Visiting Someone 2nd
70
7%
13%
19%
15%
12%
13%
19%
Less than 6 months ago
7-12 months ago
1-2 years ago
3-5 years ago
6-10 years ago
11-20 years ago
More than 20 years ago
When was your most recent visit to Germany?
Change compared to previous wave
0%
-3%
-1%
+1%
+1%
-2%
+3%
Among those that have visited Germany N=369. Q41: When was your most recent visit to Germany?
~45% Of Visits To Germany By Americans Took Place 6+ Years Ago
71
61%
51%
54%
47%
59%
53%
58%
55%
58%
27%
27%
28%
30%
27%
33%
32%
33%
30%
9%
16%
14%
18%
12%
11%
8%
10%
10%
2%
3%
2%
4%
1%
2%
1%
1%
1%
1%
2%
3%
2%
2%
1%
1%
1%
1%
2004 - September
2005 - September
2007 - February
2008 - September
2009 - December
2011 - December
2013 - November
2016 - February
2018 - June
Liked a lot (5) 4 3 2 Did not like at all (1)
Among those that have visited Germany N=369. Q42: Overall, how did you like your visit(s) to Germany?
Majority Of Americans Liked Their Visit To Germany
72
67%
26%
7%
Perceive Germany morepositively
Not feel any differenttowards Germany
Perceive Germany morenegatively
More Positively*2016: 62%2013: 63%2011: 58%2009: 51%
*NB: In previous years, this question was asked about Germany and the Germans togetherAmong those that have visited Germany N=369. Q43: In general, did your visit(s) to Germany make you…?
Visit(s)’s Impact On Perceptions Of Germany Seem To Be Overwhelmingly Positive
73
65%
31%
5%
Perceive the Germans morepositively
Not feel any differenttowards the Germans
Perceive the Germans morenegatively
More Positively*2016: 55%2013: 63%2011: 58%2009: 51%
*NB: In previous years, this question was asked about Germany and the Germans togetherAmong those that have visited Germany N=369. Q44: In general, did your visit(s) to Germany make you…?
Visit(s)’s Impact On Perceptions Of The Germans Seem To Be Overwhelmingly Positive
74
12%
24%
30%
17%
17%
Feel very connected 4 3 2 Do not feel connected at all
Top Two Box2018: 36%2016: 32%2013: 41%2011: 20%
Among those with German ancestry N=294. Q45: You mentioned earlier that you are of German ancestry or ethnic origin. How connected do you feel to Germany and your German ancestry?
Over 1/3 Of Americans With German Ancestry Feel Connected To Germany / Their Ancestry
75
1%
1%
1%
0%
1%
2%
3%
4%
5%
1%
2%
1%
1%
3%
3%
4%
4%
6%
4%
4%
4%
3%
7%
7%
7%
7%
6%
15%
13%
13%
12%
11%
12%
12%
10%
10%
79%
80%
82%
85%
78%
77%
75%
75%
73%
2004 - September
2005 - September
2007 - February
2008 - September
2009 - December
2011 - December
2013 - November
2016 - February
2018 - June
Speak German very well (5) 4 3 2 Don't speak German at all (1)
Total N=1500. Q46:How well do you speak German?
German Speaking Ability Is Slowly On The Rise; 11% Speak Some German In 2018
76
11%
12%
13%
13%
13%
14%
19%
22%
20%
17%
15%
16%
40%
38%
37%
2013 - November
2016 - February
2018 - June
Very interested (5) 4 3 2 Not at all interested (1)
Total N=1500. Q47: How interested are you in learning German?
There Has Been A Slight Increase In Interest In Learning German Among Americans
77
28%
21%
51%
More likely to be interested inlearning German today compared tofive years ago
Less likely to be interested inlearning German today compared tofive years ago
Equally likely to be interested inlearning German today compared tofive years ago
Total N=1500. Q48: Compared to five years ago, are you more likely, less likely or equally as interested in learning German today?
A Little Over 1/4 Are More Likely To Be Interested In Learning German Now – Slight Net Positive
78
44%
21%
35%
46%
22%
32%
49%
18%
33%
49%
20%
31%
43%
20%
37%
50%
15%
35%
42%
22%
37%43%
21%
36%
Yes No Not Sure
Do you think that Germans like the United States and Americans?(For 2016-2018, question was split up into two questions)
2018 - United States 2018 - Americans 2016 - United States 2016 - Americans
2013 2011 2009 2008
Nearly Half Of Respondents Think Germans Like The U.S. And Americans, -3 to -5% From 2016
Total N=1500. Q22: Do you think that Germans like the United States? Q23: Do you think that Germans like Americans? NOTE: Before 2016, these two questions were combined to ask about both the US and Americans in one question.
79
35%
24%
40%
Yes No Not Sure
Do you approve of the way the U.S. gathers information oncitizens of other countries?
-5%
Change compared to previous wave
-1%
+4%
Privacy Issues Remain – Majority Of Americans Are Not OK With How The U.S. Gathers Info On Foreign Citizens
Total N=1500. Q28B: Do you approve of the way the U.S. gathers information on citizens of other countries?