Figures in this report are primarily drawn from GWI Kids, our online research among 15,418 internet users aged 8-15. The survey is fielded in the following 14 markets: Australia, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain, Turkey, UK, and U.S.A.

GWI Kids represents children aged 8-15 who use the internet. It does not therefore overlap with GWI Core, which represents internet users aged 16-64.

Because children who do not use the internet are not represented in GWI Kids, it’s important to remember that internet penetration rates vary significantly between the different countries included in the study (from highs of around 90% to lows of around 60%).

Because of this, the demographic composition of the online population may look very different from one market to the next.

When reading this report, please note that we use a mixture of data from our GWI Kids dataset fielded in Q1 2020 across 14 markets, our GWI Core dataset which is fielded across 47 markets, and GWI Zeitgeist data conducted in the U.S., UK, France, and Germany.