This chapter analyses longitudinal developments in general measures of British public opinion towards European integration. Using Ipsos MORI’s Issues Index and Gallup’s Most Important Problem trend data, the chapter first analyses Europe’s issue salience. The chapter then turns to assess public opinion towards Britain’s membership of the European Community/European Union by analysing three separate Eurobarometer measures. Next, data measuring levels of European identity, taken from Eurobarometer and British Social Attitudes surveys, are assessed. Finally, the chapter investigates public opinion at a sub-group level in Britain. Three main conclusions are drawn. First, across all measures there were consistent trends at an overall population level. Second, trends when analysed according to socio-demographic criteria followed similar patterns. Clear class- and education-based divides existed, with these later being joined by significant generational cleavages. Third, there were important ideological shifts. Labour voters were initially more likely to hold a negative view towards EC membership. Over the course of the 1980s, however, the views of Labour supporters became more positive. Later, negative attitudes became greater among those on the right—who were also likelier to name Europe as an important issue and less likely to identify as European.