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Omnibus Research

Study on UK adults' perception of Da Vinci Code claims and related beliefs. Details demographics and key findings.

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Omnibus Research

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  1. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Omnibus Research Prepared for: Da Vinci Code Response Group May 2006 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 34 Bedford Row, London WC1R 4JH ⋮ Tel 020 7611 5270 ⋮ Fax 020 7430 0658 ⋮ www.opinion.co.uk

  2. ORB were commissioned to conduct a study amongst a nationally representative sample of the UK population. A total of 5 questions were put on the ORB Omnibus, a quantitative telephone interview amongst a nationally representative sample of 1,005 adults aged 18+. Data has been weighted by gender, age, class and region to ensure comparability with national statistics. Interviews were conducted between 12th – 14th May 2006. The standard margin of error on the sample size of 1005 is + 3.1%, meaning that in nineteen times out of every twenty the data will be correct to within these percentage points. However, where data refers to Da Vinci Code readers the margin of error is +6.6% Background and Methodology • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

  3. CaveatAs with all of ORB's work, the findings of this research study must only be published (including via a press release) having first gained our approval. Such permission would only be withheld on the grounds of inaccuracy or misrepresentation of the findings. We do this a) to ensure that our professional image is not compromised and b) as a requirement of the Market Research Society Code of Conduct (to which we subscribe). It states that "The researcher must ensure that there are measures in place to check and agree any reporting of the research results. The researcher has a responsibility to the public to ensure that the reporting accurately reflects the results of the public opinion research."

  4. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Demographics • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

  5. Gender Male 48%Female 52% Age Under 24 years 11% 25-34 years 17% 35-44 years 20% 45-54 years 17% 55-64 years 15% 65 or over 20% Working status Full-time employed 44%Part-time employed 11%Unemployed 12%Pensioner 25%Student 3% Marital Status Single 25%Married/co-habiting 52%Widowed/separated 20% Social Class AB 25%C1 29% C2 21%DE 25% Children at home None aged 18 or under 71% Internet Access At home 61%At work 30%No access 31%

  6. More than one in five (22%) British adults have read the Da Vinci Code Just one in three (33%) of those readers feel that there is no truth at all in the claims that Jesus married Mary Magdalene and had children. Almost three in five (59%) feel that there is some truth Amongst all UK adults 27% feel that the Catholic Church is covering up the truth about Jesus Christ. Amongst those that have read the Da Vinci Code this increases significantly to 36% Almost one in three (32%) readers think the Priory of Sion is a real organisation existing since the Middle Ages and 17% of these readers feel Opus Dei have ordered or carried out a murder (as opposed to just 4% amongst non readers) Key Findings • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

  7. Da Vinci Code Readership • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Base: All (n=1005) • More than one in five (22%) adults throughout Britain have read the Da Vinci Code by Dan Brown. The book is slightly more popular amongst women (23%). Across different age groups there is little difference with 20% of 18-24 year olds having read it compared with 22% of 65+year olds. • Regionally readership is highest in the North East (31%) and lowest in the West Midlands (13%) and North West (14%) Q1 Have you read the Da Vinci Code by Dan Brown?

  8. Belief in Da Vinci Code • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Base: Those That Have Read It (n=218) • Amongst those that have read the book, just one in three (33%) believe that there is no truth in the claims. • Almost three in five British adults (59%) who have read the book think that there is “some truth / it is partially based on historic truth”. Just 5% think that the book is basically true. Q2 The book the Da Vinci Code by Dan Brown suggests the Jesus married Mary Magdalene and had children; and that this has been kept quiet by the Church over the past 2000 years. Do you believe that there may be some truth in what the book is saying?

  9. The Catholic Church and Jesus Christ • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Base: All (n=1005) • Amongst all adults in the UK, one in four (27%) feel that the Catholic Church is covering up the truth about Jesus Christ. Men (31%) are significantly more cynical than women (24%). • However, amongst that those have read the Da Vinci Code, this figure increases significantly to 36%. Q3 Do you believe that the Catholic Church is covering up the truth about Jesus Christ?

  10. What is the Priory of Sion? • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Amongst those that have read the Da Vinci Code, almost one in three (32%) feel that the Priory of Sion is a real organisation existing through the Middle Ages. It’s a real organisation existing since the Middle Ages It was invented in the 20th century Its fictitious/ doesn’t exist I have never heard of it Don’t know Q4 What do you know about the Priory of Sion?

  11. Opus Dei – A Murderous Sect? • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Amongst all British adults, just 7% think that Opus Dei have ever ordered or carried out a murder. However, amongst those that have read the book, this figure rises significantly to 17%. In addition, 43% of readers are “not sure”. Yes No Not sure Q5 Do you believe Opus Dei has ever ordered or carried out a murder?

  12. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 34 Bedford Row, London WC1R 4JH ⋮ Tel 020 7611 5270 ⋮ Fax 020 7430 0658 ⋮ www.opinion.co.uk

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