YouGov has withdrawn a survey that claimed a significant rise in church attendance in England and Wales after discovering fraudulent respondents. The poll, conducted in 2024, was central to the Bible Society's 'Quiet Revival' report, which suggested a resurgence in Christianity, particularly among young people.
YouGov's chief executive, Stephan Shakespeare, apologised, stating the company takes full responsibility for the flawed data. He confirmed that the Bible Society had accurately reported the data supplied. The survey had indicated that 12% of adults attended church monthly in 2024, up from 8% in 2018, with a notable increase among 18- to 24-year-olds from 4% to 16%.
The Bible Society expressed deep disappointment, noting that YouGov failed to activate key quality control technologies. Despite the withdrawal, the Society maintained there is a positive story about spiritual awakening among Gen Z. Humanists UK welcomed the withdrawal, with chief executive Andrew Copson asserting there is no revival of Christianity in Britain.
Professor David Voas of University College London criticised YouGov's online opt-in survey model, which he said is susceptible to bogus respondents and 'survey farmers' from the global south, as well as AI chatbots. He noted that the numbers were implausible and that YouGov's admission was an astonishing turnaround.
