Methodology

Our data collection methodology is cutting edge, pushing the boundaries of what can be achieved:

Three times a year, thousands of internet users across 27 countries are recruited according to strict criteria to complete this survey. Their collective responses are building up the most detailed set of data on internet usage ever compiled.

We work with Lightspeed Research (Kantar Research / WPP) who recruit a representative internet sample from their own and other leading research panels across the world. The sample is defined by age, gender and education criteria to provide an exact representation of the internet universe in each market.

Over 122K online respondents have completed the survey since July 2009, making it the largest continuous study of its kind. Next year over 130K users in 36 markets will answer the survey as the scope and size of the research continues to expand. The delivery of a multi-wave global survey of this complexity pushes the limits of feasibility. Yet we continue to push forward, and as research infrastructure improves across the world, we will add more markets, increase sample size in existing markets, and hopefully, run four waves per year.

The survey is extremely detailed, and respondents answer about 160 questions on their usage, attitudes, motivations and intentions on internet usage, social media, mobile, marketing communications, branding, content and much more. The survey is identical across markets to enable simple global comparisons but are delivered in local language with relevant examples and brands in each market.

Due to the size and detailed nature of the survey, respondents can exit and re-enter the survey. A number of techniques are used to guarantee the highest possible data quality, including rotation of sections and questions, the removal respondents who answer too quickly or demonstrate unusual response patterns. We regularly benchmark our data against site traffic reports, publisher data and other research sources to ensure the accuracy of results.