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November 2012
Study Background
Vianovo and GSD&M recently conducted a national poll of U.S. adults to gauge Americans attitudes about the country of Mexico
The survey was fielded October 4-7, 2012 1000 adults (18+) were interviewed online via YouGov1 (MOE 3.9%)
1 YouGov is one of the worlds premiere online research firms and operates an online panel of more than 1 million U.S respondents; data has been weighted to U.S. Census estimates for key demographics
Survey Roadmap
We investigated four key topics
Overall image and associations overall, economy, security, associations
+72 +60
7% 15%
+20
-7 -10
27%
39% 32%
56%
45% 59%
17%
16% 9%
50%
44% 53% 52%
Unfavorable
3
34%
45% 35% 38%
Neither Favorable
17%
11% 13% 10%
China
Saudi Arabia
-42
1 Unlike Gallup, our image question provides respondents a neutral midpoint (which signifies dont know, no opinion, in middle) results suggest many who choose favorable in Gallup are actually neutral (and lean positive on a forced choice)
86% 82% 52% 46% 44% 43% 36% 46% 49% 43%
39%
29% 17% 16% 8%
Modern
40%
54% 56% 56% 53%
Developing
4
22%
17% 27% 28% 39%
Not developed
Mexico
Colombia El Salvador
43%
38% 37% 31% 21% 16% 11% 12% 12% 22% 27% 21% 16% 28%
29%
30% 29% 35%
Saudi Arabia
El Salvador Turkey China Russia Brazil Greece United Kingdom Canada
33% 28%
6% 4%
Very unsafe
5
Somewhat unsafe
73% unsafe
Border cities
52 58% unsafe 32 26
21
Net Safe
Mexico City
16 31
Monterrey
43% unsafe 21 22
36% unsafe 17 19 32% unsafe 16 16 32% unsafe 14 18
somewhat unsafe
26% safe 20 6
42% safe 30 30 37
somewhat safe
6
Puerto Vallarta
23 24 13
don't know
+6
+12 +23
Cancun
very unsafe
Reasons1 Drugs/Cartels/Crime/Violence/Unsafe Corruption Dont know/Not familiar enough Illegal immigration/Border crossings
7%
5% 4% 4%
Poverty/Poor
Depends on where you go/Some places safe Dirty/Pollution
1 Open-end question responses have been categorized 2 Numbers sum to more than 100% because many respondents mentioned multiple things
3%
3% 2%
Information Flow
Bad news about drug violence, border issues dominates
In the past month or so, have you read, seen, or heard anything recently about Mexico? Has what youve seen, read, or heard recently given you a more/less favorable impression of Mexico?
Yes
55%
66%
45%
No
28%
6%
More Favorable No Difference More Unfavorable
In your own words, please describe what youve seen, read, or heard1
Drug problems/Cartels/Drug violence Murder/Shooting/Beheadings U.S. Border Patrol agent killed Illegal immigration/Border crossings Fast & Furious U.S. tourist killed Crime crackdown/Reform/Government fighting back
9
1 Open-end question responses have been categorized sum more than 100% because many respondents mentioned multiple things
Information Sources
Media reports are where people hear, learn about Mexico
And where did you see, read or hear this information?1
In the news Word of mouth -- from a friend, family member or acquaintance Cant remember Travel stories Social media sites like Twitter or Facebook Advertising
85% 8% 2%
2%
2% 1%
10
Dont know
21%
No difference
43%
8%
Stronger
28%
Weaker
11
59%
27% 14%
12
33%
34% 21%
22%
Somewhat
27%
12%
Very
6%
Positive
13
70%
30%
14
Perceptions of Mexico
There is a lot of work to do challenges and opportunities
Below is a list of statements about Mexico. Please indicate whether you agree or disagree with each statement1. [Randomize]
Statement
Mexico has a rich cultural heritage
Agree
Disagree No opinion
77% 38%
8% 21%
14% 40%
Products made in Mexico are safer than products made in China Mexico has a large, growing middle class
Mexico is a good place to do business Mexico is a dangerous and unstable country Mexico is winning the fight against the drug cartels and traffickers
30%
32% 65% 10%
39%
42% 23% 72%
31%
26% 12% 17%
1 Respondents were able to strong or somewhat agree/disagree results have been collapsed
15
25% 15%
46%
36% 30%
Unfavorable
36%
26% 62%
No opinion
17%
38% 8%
Favorable
Very Liberal
None
17%
16
Very conservative
97%
3%
76%
11%
Conservative
87%
13%
Conservative 8%
79%
13%
Moderate
67%
34%
Moderate
15%
60%
26%
Liberal
51%
49%
Liberal
22%
55%
23%
Very Liberal
49%
51%
Very Liberal
41%
36%
24%
Security
Economic/trade
Good neighbor
Problem
Don't know
17
Vianovo is leading strategy consultancy that advises companies and causes on high-stakes brand, policy and crisis issues. Our team has shaped strategies for U.S. Presidents and corporate CEOs and helped direct some of the most highly-charged battles of our time. Current and past clients include AT&T, NASA, the Gates Foundation, Airbus, Western Union, and Oxxo.
GSD&M is one of the worlds top advertising agencies. Longtime clients include Southwest Airlines, the PGA Tour, AT&T, and the U.S. Air Force and recent wins include Goodyear, Walgreens, Pacifico, and Novamex. GSD&M is known for groundbreaking work, including helping reposition BMW with its global Joy campaign and creating the famed Dont Mess With Texas anti-littering campaign.
18
Appendix
T R AV E L & R E L AT I O N S H I P S A N A LY S I S O U R R AT I N G S V S . G A L L U P
Do you have any friends, family or colleagues in the U.S. that were born in Mexico?
Travel Frequency Ive been there once Ive been there a few times
36% 64% No
49%
Ive been there many times I travel there frequently Ive never been there
20
54%
16%
6%
6%
Been once 9%
72%
59%
18%
67%
26%
29%
25%
58%
23%
25% 4% 5% 30-44
17% 7% 2% 45-54
26% 7% 1% 55-64
21% 9% 2% 65 +
Travel frequently
55%
18%
24%
Good neighbor
Source of Problems
Don't know
Somewhat disgree
21
72
74 68
74 64 60 58 51 49 46 51 45 51 48
62
65 57 49 43 55
67
40 32 27 22 34 26 22 27
43
36
32
20
21
1989 1991 1993 1996 1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Favorable
22
Unfavorable
+93
Great Britian
Greece Russia Mexico
5% 4%
+85
+34 +6 +3
44%
48% 56% 54%
Unfavorable
6%
2% 2% 5%
No opinion
50%
51% 41% 42%
Favorable
China
Saudi Arabia
-15 -12
Note: Gallup does not provide a neither option this pushes respondents into either favorable or unfavorable categories 23
+72 +60
7% 15%
+20
-7 -10
27%
39% 32%
56%
45% 59%
17%
16% 9%
50%
44% 53% 52%
Unfavorable
24
34%
45% 35% 38%
Neither Favorable
17%
11% 13% 10%
China
Saudi Arabia
-42
1 Unlike Gallup, our image question provides respondents a neutral midpoint (which signifies dont know, no opinion, in middle) results suggest many who choose favorable in Gallup are actually neutral (and lean positive on a forced choice)