Paranormal Beliefs in Britain: Insights from the 2016 YouGov/ASSAP Survey A Decade On

A decade ago, the Association for the Scientific Study of Anomalous Phenomena (ASSAP) commissioned YouGov to conduct a representative survey of British adults on beliefs in ghosts and UFOs. Fieldwork for the 2016 study took place on 5–6 September, with a weighted sample of 2,017 GB adults (aged 18+). It followed a very similar survey in September 2015 (n≈2,029). Together, these provide one of the clearest snapshots of paranormal belief in the UK during the mid-2010s.

Core Findings: Roughly Half Believe in Ghosts, Two in Five in Extraterrestrial UFOs

On Ghosts When asked the extent to which they agreed that "some people have experienced ghosts (i.e. seen, heard, smelt or otherwise sensed the spirit of a deceased person or animal)", the results were:

• Net Agree: 51.9%
  • Strongly Agree: 15.9%
  • Agree: 17.5%
  • Slightly Agree: 18.5%
• Net Disagree: 37.2%
• Not Sure: 11.0%

On UFOs For the statement "I believe some people have witnessed UFOs (Unidentified Flying Objects) that have an extraterrestrial origin":

• Net Agree: 41.1%
  • Strongly Agree: 9.1%
  • Agree: 14.5%
  • Slightly Agree: 17.5%
• Net Disagree: 44.2%
• Not Sure: 14.6%

Belief in ghosts was noticeably stronger than belief in extraterrestrial UFOs, though both phenomena commanded significant public openness. Skepticism was slightly higher for the UFO question, and "Not Sure" responses were more common, suggesting many people remain genuinely undecided.

Demographic Patterns

The most consistent divide was gender. Women were substantially more likely to agree on both topics:

• Ghosts: Women ~64% Net Agree vs. Men ~39%
• UFOs: Women ~45% Net Agree vs. Men ~37%

Other patterns were milder but present:

• Belief tended to be slightly higher in the North and among those with children in the household.
• Younger respondents (18–24) showed somewhat higher skepticism, particularly on ghosts.
• Social grade and working status produced only modest differences.

Stability Between 2015 and 2016

The near-identical headline figures between the two surveys (roughly 51–52% for ghosts and 41–42% for UFOs) point to remarkable stability in these beliefs over a one-year period. This suggests that paranormal convictions of this type were deeply entrenched in British culture at the time and not easily swayed by short-term events.

Personal Experiences: The Qualitative Dimension

The survey also invited respondents to describe, in their own words, any paranormal experiences they had personally encountered. While the majority replied “none”, hundreds provided detailed accounts. Recurring themes included:

• Apparitions of deceased relatives, often around the time of death.
• Sensing presences, cold spots, or familiar smells (perfume, tobacco).
• Objects moving, doors opening/closing, electrical disturbances.
• UFO or strange light sightings in the sky.
• Poltergeist-type activity and vivid premonitory dreams.

Many stories were deeply personal and emotionally resonant. Some respondents described life-changing encounters; others offered them cautiously, acknowledging they could not be fully explained. Skeptics, meanwhile, were often blunt: “None. It’s all nonsense” or “Everything has a scientific explanation.”

Why These Findings Matter

In an increasingly secular and science-oriented society, it is striking that over half of British adults accept that some people genuinely experience ghosts, and a large minority are open to extraterrestrial visitation. These beliefs appear resilient, cutting across some (but not all) demographic lines.

The data also highlights the gap between personal experience and abstract belief. Many who reported experiences did not necessarily endorse every paranormal claim, while some believers had no personal stories of their own.

Looking Ahead: A 2026 “Decade On” Study?

Ten years later, Britain has changed. Social media, streaming documentaries, smartphone cameras, and AI-generated content have transformed how anomalous experiences are shared and interpreted. Generational turnover, declining traditional religiosity, and shifting trust in institutions may also have influenced attitudes.

A repeat survey in 2026 would offer a valuable longitudinal perspective. Potential enhancements could include:

• Repeating the core ghost and UFO questions for direct comparison.
• New items on near-death experiences, mediumship, digital “evidence,” and conspiracy-related beliefs.
• Questions about whether people document or share experiences online.
• Exploration of belief vs. experience frequency in the smartphone era.

The 2015–2016 YouGov/ASSAP surveys captured a Britain in which belief in ghosts and extraterrestrial UFOs remained culturally significant. Far from fringe phenomena, these ideas commanded the assent (or at least openness) of tens of millions of people. 

As we approach the tenth anniversary, the time is ripe for a fresh research investigation. Not only would it reveal whether these beliefs have held steady, grown, or declined — it would also illuminate how the paranormal is evolving in a digital age. 

While YouGov provides high-quality representative data, it is expensive. Member surveys risk selection bias. A mixed approach — national polling plus qualitative input from ASSAP members and the wider public — could prove powerful. However is already causing a stir of debate, value and even purpose within the ASSAP committee, we are a Research-oriented members association who have pivoted to additionally develop content. Striving to publish qualitative and quantitative data. 

ASSAP members and supporters: what questions would you like to see included in a 2026 study? Your input could help shape the next chapter of this important research. 


(YouGov/ASSAP Survey 2016)

(YouGov/ASSAP Survey 2015)

 

Data source: YouGov surveys commissioned by ASSAP, 2015 and 2016. All figures are weighted to be representative of GB adults.

This article can be expanded with specific demographic charts, more detailed quotes from open responses, or side-by-side 2015/2016 tables if needed. Would you like a longer version, shorter press-release style piece, or additional sections?