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Publication - Statistics

The Anholt-Ipsos Nation Brands IndexSM: 2020 Report for Scotland

Published
23 February 2021
From
Cabinet Secretary for Constitution, External Affairs and Culture
Directorate
External Affairs Directorate
Topic
Coronavirus (COVID-19) in Scotland, International
ISBN
9781800046771

This report discusses the 2020 findings from the Anholt-Ipsos Nation Brand IndexSM (NBI) survey. NBI data are used to report on the International Indicator on 'Scotland's reputation'.

View supporting documents Supporting documents

Annex A: NBISM Scotland's dimensions and attributes by demographic group

Footnote [45][46]

This Annex contains tables of Scotland's score and rank for each of six dimensions and their underlying attributes broken down by gender, age, occupation and tourism.

Table 14: NBI SM Familiarity with Scotland by gender, age, occupation and tourism (2020)
Familiarity
Gender Rank Score[47]
Male 21 69
Female 21 64
Age
18-29 26 65
30-44 24 67
45 + 16 67
Occupation
Business/Executives 19 78
Other 21 62
Visited Scotland
Yes 20 71
No 26 49
Visited a Scottish Website
Yes 21 72
No 22 57
Table 15: NBI SM Favourability towards Scotland by gender, age, occupation and tourism (2020)
Favourability
Gender Rank Score[48]
Male 14 4.9
Female 14 5.0
Age
18-29 16 4.7
30-44 14 5.0
45 + 11 5.1
Occupation
Business/Executives 14 5.2
Occupation Other 14 4.9
Visited Scotland
Yes 14 5.0
No 14 4.6
Visited a Scottish Website
Yes 14 5.0
No 13 4.8
Table 16: NBI SM Scotland's reputation score for Exports by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Exports Overall 56.7 57.2 55.9 57.9 56.9 60.1 55.5 57.8 53.6 58.6 53.8
Contribution to innovation and science 4.2 4.3 4.2 4.3 4.2 4.4 4.2 4.3 4.1 4.3 4.1
Products and Services 4.5 4.5 4.4 4.6 4.5 4.7 4.4 4.6 4.2 4.6 4.3
Country as a creative place 4.4 4.5 4.4 4.5 4.4 4.6 4.4 4.5 4.3 4.6 4.2
Table 17: NBI SM Scotland's reputation rank for Exports by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Exports Overall 23 21 23 23 19 22 22 21 23 22 20
Contribution to innovation and science 24 23 26 25 24 24 24 24 25 24 24
Products and Services 19 18 21 19 15 19 18 18 19 19 16
Country as a creative place 23 21 23 23 21 22 21 21 23 22 22
Table 18: NBI SM Scotland's reputation score for Governance by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Governance Overall 63.3 62.5 59.5 62.7 65.6 66.7 61.3 64.0 58.7 64.6 59.8
Competent and honest 4.8 4.7 4.6 4.7 4.9 5.0 4.7 4.8 4.5 4.9 4.6
Fair and respectful of citizens' rights 5.0 4.9 4.7 4.9 5.2 5.2 4.9 5.1 4.7 5.1 4.8
International peace and security 4.9 4.8 4.6 4.8 5.1 5.1 4.8 4.9 4.5 4.9 4.7
Environmental protection 4.8 4.7 4.6 4.8 4.9 5.0 4.7 4.8 4.6 4.9 4.5
Efforts to reduce global poverty 4.4 4.4 4.3 4.5 4.5 4.7 4.3 4.5 4.2 4.5 4.3
Table 19: NBI SM Scotland's reputation rank for Governance by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Governance Overall 13 13 14 15 10 13 12 12 16 13 13
Competent and honest 13 12 14 15 10 12 13 11 16 13 14
Fair and respectful of citizens' rights 13 12 16 15 10 12 12 11 16 12 13
International peace and security 13 12 15 17 12 14 12 12 17 13 13
Environmental protection 10 11 12 10 11 10 10 10 13 10 13
Efforts to reduce global poverty 14 13 16 16 12 13 14 13 17 14 13
Table 20: NBI SM Scotland's reputation score for Culture by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Culture Overall 60.1 61.4 58.7 61.4 61.7 63.7 59.5 61.3 58.4 62.4 57.6
Excellence at sports 4.2 4.3 4.1 4.3 4.3 4.4 4.2 4.3 4.2 4.3 4.1
Cultural heritage 5.0 5.1 4.9 5.1 5.2 5.3 5.0 5.1 4.8 5.2 4.9
Contemporary culture 4.5 4.6 4.5 4.6 4.6 4.7 4.5 4.6 4.4 4.7 4.4
Table 21: NBI SM Scotland's reputation rank for Culture by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Culture Overall 16 15 23 17 14 17 16 16 19 16 17
Excellence at sports 23 24 28 23 23 24 23 24 25 23 25
Cultural heritage 12 11 14 12 11 12 11 11 12 12 11
Contemporary culture 15 13 21 14 12 16 12 14 17 14 13
Table 22: NBI SM Scotland's reputation score for People by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
People Overall 65.0 66.7 63.6 65.9 67.4 69.4 64.3 66.9 61.7 67.8 62.2
Make you feel welcome 4.8 4.9 4.6 4.9 5.1 5.1 4.8 4.9 4.6 5.0 4.7
Friendly 4.8 4.9 4.8 4.9 4.9 5.1 4.8 4.9 4.7 5.0 4.6
Valuable employees 5.0 5.1 4.9 5.0 5.1 5.2 5.0 5.1 4.7 5.2 4.8
Table 23: NBI SM Scotland's reputation rank for People by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
People Overall 16 13 16 16 10 15 15 14 14 16 13
Make you feel welcome 14 8 19 10 8 11 12 10 12 12 11
Friendly 15 11 15 13 9 13 14 12 15 14 12
Valuable employees 16 17 18 18 14 17 17 15 18 18 16
Table 24: NBI SM Scotland's reputation for Tourism by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Tourism Overall 67.4 70.2 66.0 68.9 70.7 72.1 67.4 69.9 64.3 70.6 65.4
Would visit if money were no object 5.2 5.3 5.1 5.2 5.3 5.5 5.1 5.3 4.9 5.4 5.0
Natural beauty 5.2 5.5 5.1 5.4 5.6 5.5 5.3 5.4 5.1 5.5 5.2
Historic buildings and monuments 5.0 5.1 4.8 5.1 5.2 5.2 5.0 5.1 4.8 5.1 4.9
Vibrant cities and urban attractions 4.8 4.9 4.8 4.8 4.8 5.0 4.7 4.8 4.6 4.9 4.6
Table 25: NBI SM Scotland's reputation rank for Tourism by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Tourism Overall 12 12 18 13 9 12 12 12 12 12 12
Would visit if money were no object 15 11 16 16 8 15 14 12 16 16 11
Natural beauty 9 7 11 9 7 7 8 7 8 7 7
Historic buildings and monuments 12 11 15 12 11 13 12 12 12 12 12
Vibrant cities and urban attractions 19 21 23 26 18 24 16 20 21 19 17
Table 26: NBI SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Immigration and Investment Overall 60.6 60.3 59.7 61.2 60.5 64.7 58.7 61.4 56.8 63.1 55.7
Willingness to live and work 4.4 4.4 4.5 4.5 4.3 4.7 4.3 4.5 4.2 4.6 4.0
Quality of life 4.9 5.0 4.8 5.0 5.0 5.2 4.9 5.0 4.8 5.1 4.8
Educational qualifications 4.7 4.7 4.6 4.7 4.7 4.9 4.6 4.7 4.5 4.8 4.4
Business to invest in 4.3 4.2 4.3 4.4 4.1 4.5 4.1 4.3 4.1 4.5 3.9
Equal opportunity 4.8 4.7 4.6 4.7 4.9 5.0 4.6 4.8 4.5 4.8 4.5
Table 27: NBI SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2020)
Demographic group → Gender Age Occupation Visited Scotland Visited a Scottish Website
Attribute↓ Male Female 18-29 30-44 45+ Business/ Executive Other Yes No Yes No
Immigration and investment Overall 18 17 17 18 16 16 17 17 18 17 16
Willingness to live and work 16 12 17 15 10 15 14 14 15 15 13
Quality of life 18 15 17 18 14 17 16 16 18 17 15
Educational qualifications 18 16 17 18 14 16 18 17 18 18 16
Business to invest in 20 17 23 20 16 19 18 17 21 19 17
Equal opportunity 13 12 16 15 12 12 12 12 16 12 12

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