All figures in this report are drawn from GWI’s online research among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated than the total population.

Each year, GWI interviews over 688,000 internet users aged 16-64 via an online questionnaire for our Core dataset. A proportion of respondents complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.

When reading this report, please note that we use a mixture of data from our ongoing quarterly global research, and insights from our Zeitgeist research and recontact studies throughout May-November 2020, which are carried out in the U.S. and UK only. Our September Zeitgeist study is the only exception, as it covers the following 7 countries: Brazil, China, France, Germany, India, UK, and the U.S.