YouGov Ratings is the biggest and boldest attempt ever made to quantify what America thinks. We’re doing this by publishing nationally representative popularity scores for thousands of things. YouGov Ratings is built on top of our accurate and precise methodology, which the Pew Research Center says "consistently outperformed" other online polling companies.
Based on over 20 million responses, and growing daily, YouGov Ratings provides a way to determine the nationally representative popularity score for thousands of things, from brands and products to companies and people.
We’ve then connected each popularity rating in our enormous database to offer a deeper insight into fans of these things. For example, we show you what the fans of each entity are like not only in terms of age-group and gender but all the other things they especially like, giving you a real sense of what distinguishes different groups in the population.
By publishing these nationally representative popularity scores together with our other data, YouGov Ratings showcases the breadth and depth of YouGov data. The richness of the information is astonishing, even to us.
Want to know how popular Taylor Swift really is? Find out with YouGov Ratings. Want to know what the world thinks of your favorite brand? Find out with YouGov Ratings. Want to know what matters to the supporters of the Chicago Cubs? Find out with YouGov Ratings. Want to know… you get the idea.
We’ve created a new website for anyone to access YouGov Ratings data for free. On the website, you will be able to explore the data in two main ways.
The first is through Rankings Pages where we publish lists of things organized by category in order of their popularity score. This view of the data will enable you to easily see which things in particular categories are most popular among the US population.
The second view is through the individual Ratings Pages we have created for everything we ask about.
You will see on the Ratings Pages we’re showing a lot of data and information. Below is an explanation of the results you see on the page and how they are calculated.
For each thing in YouGov Ratings we show nationally representative popularity percentage scores. The positive popularity score shown at the top of the page (on the left) is calculated by taking the proportion of people who view something positively and showing it as a percentage of all of the people who have given any opinion about that thing, including “have heard of”. The same calculation is used for the neutral, negative & have heard of percentage scores. Our sample mirrors the demographics of the US and the data is weighted to be nationally representative. Nice and simple!
Below the headline popularity scores you will find more information about the people who view a particular thing positively (aka the fans). For this deeper dive into the fans of a particular thing, we show two different types of results.
1. Wherever you see data (or numbers) on the page, we’re simply showing absolute percentages. For example, for Gender we show the percentage of men and the percentage of women who view that thing positively. For Age, we show the same thing by generation i.e. the percentage of Millennials, Baby Boomers and Generation X who view that thing positively. In this case, Age is defined in generational terms per year of birth:
This data in the form of absolute percentages provides a clear breakdown of the people that view a thing positively.
2. We also show other information on the page which, instead of percentages, is in the form of showing what fans of something are more likely to think, like or do. These are correlations. In these instances, instead of looking at fans of something in the form of absolute percentages, we compare the opinions of the fan group with the opinions of the population as a whole to find out what most differentiates them. To do this comparison, we use a statistical method called a Z Score, which helps to highlight what is particularly true of fans compared with another group of people. Crucially, the top Z Score doesn’t necessarily show the majority opinion of the group, but what is most different about the opinions of that group compared to the general population. For example, if we take a group of 1,000 people that like a certain mobile application and see that 20% of them are fans of David Bowie and we take another group of 1,000 people (e.g. a nationally representative group) and find that only 15% of them are fans of David Bowie, in this case, even though just 20% of people that like the mobile application are fans of David Bowie (which isn’t a majority) we are able to see that compared with the rest of the population, the people who like that mobile application are more likely to be fans of David Bowie. The Z score is therefore a very interesting statistical tool used to better understand audiences because it brings to the surface information that particularly differentiates a group that might otherwise be missed, or be difficult to see just looking at absolute percentages or majority proportions.
We collect data for YouGov Ratings each and every day, and it’s updated every Monday. The data we collect accumulates and what you see on the website is an average of all the data we have collected since we began YouGov Ratings in November 2017.
For the majority of things in YouGov Ratings we started collecting data on 11/15/2017. However, we are always looking to add more entities to our data collection systems which means there is a chance that some entities were added after this date.
As with any nationally representative survey, we use weighting to fine-tune the demographic balance of the YouGov Ratings sample. We calculate weight values using rim weighting (raking), which ensures that the marginal proportions in the sample match those of the target population across a set of key demographic variables.
In the US, the key demographic variables we target and weight to are:
Sure. Help yourself. A link back and attribution is all we ask.
Only 3% of Americans object to depicting Jesus as anything other than white, although many more take issue with Christ being shown as certain races
By 54% to 46%, women are more likely than men to believe in demons.
Only about one-third of Americans overall (33%) say it is very important to recognize holidays of other religions. A similar number of Roman Catholics (36%) and Protestant Americans (32%) say it is very important.
Roughly half (48%) of Americans say a presidential candidate's religious beliefs and practices are important when deciding whom to vote for. A few more, 52 percent, land on the other end of the spectrum.
About one-third (35%) are strongly opposed to public funding being routed to religious schools, while about one in five (22%) support it.
Only 18 percent of Americans would allow churches to operate without any restrictions, as before COVID-19.
Republicans are three times as likely as Democrats to support a religious exemption.
Most Americans aren’t convinced that religious or spiritual gatherings should be considered exempt from social distancing orders.
More than one in five Americans (22%) say they would consider having sex with a robot, according to a study conducted by YouGov in February 2020.
By two to one (49% vs 25%), Americans say they do not want to see Roe v. Wade overturned.
Half the country regards anti-Semitism as a serious national problem.
From the World's Most Admired people to the most popular kind of wine, here are the top things we learned this year from YouGov polls and surveys.
Most (75%) Americans say that they typically donate some amount of money to charity every year.
A majority of Americans (58%) consider themselves “very religious” or “somewhat religious.” Two-thirds of the Silent Generation (66%) consider themselves religious, compared to half of Millennials (49%).
Over half (54%) of Republicans say that they believe in demons, while far fewer (37%) Democrats say the same.
Almost nine in ten (88%) Catholics want the famous landmark rebuilt.
YouGov Profiles takes a look at the difference between the two groups
38% of Americans would choose to make Election Day a federal holiday
One in three Catholics reports an unfavorable view of the church
More than one-third say they'd like to be cremated after they die