'More people living in Britain'

An unintentionally ambiguous start to a story in today's Metro (under the headline 'We are, in fact, proud to be British'):

More people living in Britain see themselves as British first and foremost - whatever their background.

Is that 'more' as in the majority, or 'more' as in more than before?

The former, according to the rest of the story, although I would have assumed the latter.