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Gen Z - GWI
Gen Z - GWI
globalwebindex.com
Gen Z
What's inside?
27 Notes on methodology
globalwebindex.com 02
Gen Z
Introduction Methodology
GlobalWebIndex Generation reports are in question compare to the overall internet All figures in this report are drawn from this survey via mobile, hence the sample sizes
designed to examine the digital behaviors of a population. In this report, we place the spotlight GlobalWebIndex’s online research among presented in the charts throughout this report
particular generation – showcasing trends over on Generation Z – those internet users who are internet users aged 16-64. We only interview may differ as some will include all respondents
time as well as analyzing how the audiences aged 16-23. respondents aged 16-64 and our figures are and others will include only respondents who
representative of the online populations of completed GlobalWebIndex’s Core survey via
each market, not its total population. Note that PC/laptop/tablet.
This report focuses on: in many markets in Latin America, the Middle-
East and Africa, and the Asia-Pacific region, Throughout this report we refer to indexes.
Profiling Gen Z – from their attitudes and Gaming - What devices are they gaming low internet penetration rates can mean online Indexes are used to compare any given group
outlooks on the world to their interests, what on and what do they want most from the populations are more young, urban, affluent and against the average (1.00), which unless
are the defining characteristics of this group, games they play? educated than the total population. otherwise stated refers to the global average. For
and how do they feel about the future post- example, an index of “1.20” means that a given
COVID? Each year, GlobalWebIndex interviews over group is 20% above the global average, and an
688,000 internet users aged 16-64 via an online index of “0.80” means that an audience is 20%
Tech and Media – Are Gen Z spending Social Media Engagement – what are questionnaire for our Core dataset. A proportion below the global average.
longer on streaming services and what’s Gen Z’s favorite social media platforms and of respondents complete a shorter version of
their favorite platform when doing so? What how is TikTok changing the landscape?
measures are they taking to protect their
online privacy?
globalwebindex.com 03
Gen Z
Key insights
01 02 03 04 05
They’ve got big plans They’re switched on, but willing Gaming is a staple of Gen Zs They’re changing social media They’re misunderstood
to unplug
Many Gen Zs are highly driven and Tech-savviness is considered a staple trait With 94% of all Gen Zs playing games YouTube remains the most popular Just 15% of Gen Zs say they feel
altruistic. Describing themselves as of young audiences, and this is certainly on any device, they’re the most active platform for Gen Zs, but competition is represented in the advertising they
ambitious and career-focused, they’re true of Gen Zs. However, they’re aware gaming generation. Social gaming is key growing. They don’t necessarily want see, meaning brands need to catch up.
17% more likely than average to say they of the risks associated with modern to Gen Zs, with 44% playing games with to broadcast personal details anymore. Traditional brands will have little success
take risks. Around half say helping in technology – they take steps to control their real-life friends in the last month. Instead, they want to be entertained here, with Gen Zs being 16% less likely
the environment is important to them, their privacy more often than any other Due to their limited spending power, together in a break from the to want this of brands, preferring instead
while just under 4 in 10 say the same generation, and they’re conscious of however, free games – of which 43% traditional format. those that are young, trendy or funny.
about contributing to their community or screen time too. played or downloaded in the last month –
helping others. hold more appeal than costly titles.
globalwebindex.com 04
01
Gen Z
Gen Zs overview
Gen Z
Identifying Gen Z
LIVING ARRANGEMENTS EDUCATION Coming of age in the information era, we INCOME
% of Gen Zs who say they live with the % of Gen Zs who achieved the following level generally label them as highly digitally- % of Gen Zs who fall into the following
following... of education... engaged; using a variety of social media income segments...
platforms, music/TV streaming services and
My parent(s) Schooling until age 18 gaming devices. While this is certainly the Low Medium High Don't know/
72% 53% case, their attitudes and activities online are prefer not to say
beginning to reflect the growing concerns
41% 24% 18% 17%
they face regarding an uncertain future.
globalwebindex.com 06
Gen Z
1.38IDX 52%
1.37IDX 27%
Gaming Esports Urban/ Dance Photography Fine art Adventure/ Vegetarian Computers/ Beauty/
modern art extreme sports food coding cosmetics
In general, Gen Z’s interests convey a creative and competitive Gaming is a staple of theirs – 63% are interested in the activity, 12 They’re anything but inactive, however, with 40% of Gen Zs
nature. They’re more likely to be interested in esports and percentage points ahead of millennials. Gaming interest here is interested in personal healthcare or fitness and exercise. This
urban/modern art, while enthusiastic about cooking (49%) and largely male dominated, with 62% and 37% interested in gaming extends to an interest in health foods/drinks (50%) or alternative
playing sport (43%). In Europe, Gen Zs are 52% more likely to be and esports compared to 40% and 15% of females, respectively. diets such as vegetarian food (21%). As a result, they perform any EX P LO R E DATA
interested in playing sport – even more so than gaming (IDX 1.39) Instead, female Gen Zs show more interest in beauty/cosmetics, exercise regularly (49% do), with running/jogging (41%) or going
Question: Which of these
– while in North America they’re 10% less likely to say this. with 66% saying this (40% more likely than the average female to the gym (28%) frequent activities. things are you interested
internet user). in?
Source: GlobalWebIndex
Q2 2020
Base: 38,307 internet users
aged 16-23
globalwebindex.com 07
Gen Z
I like to be the first to try new things 1.11 39 % Around half say helping the environment is important to them, Feeling accepted by others 1.16 40 %
while just under 4 in 10 say the same about contributing to their
community or helping others. While we look at their consumer
I take care of my appearance 1.07 47 % Learning new skills 1.12 63 %
attitudes later, it’s worth noting that these attitudes largely come
into play when purchasing from brands and therefore shouldn’t
I am interested in other cultures/countries 1.06 49 % be ignored. Helping the environment 1.06 48 %
I believe all people should have equal rights 1.05 60 % What these ambitious and competitive values signal, is a Contributing to my community 1.05 37 %
EX P LO R E DATA
heightened awareness of the increasingly challenging future this
generation faces.
I am comfortable talking about mental health 1.02 33 % Helping others before myself 1.04 38 % EX P LO R E DATA
Question: Which of
I feel overworked 1.02 18 % 55% of Gen Zs would like to explore the My faith/spirituality 1.04 40 % the following things are
important to you? | Which
world and 49% are interested in other of the following do you feel
I like to know what is going on in the world 1.00 51 % cultures and countries Having a positive attitude 1.00 65 % describes you?
Source: GlobalWebIndex
Q2 2020
Base: 38,307 internet users
aged 16-23
globalwebindex.com 08
Gen Z
Mental health
While just 7% of Gen Zs say they especially in Europe. Gen Zs in While it may be some time before GEN Z ARE FACING A NUMBER OF CONCERNS
have a mental health condition, Germany, for example, are over we can fully understand the % of Gen Zs, in 7 countries, who say the following things most concern
this rises to 22% in North America 2x as likely as the average user to outbreak’s long-term damage on them at the moment (sorted by top over-index)
– where they’re 73% more likely to say social isolation is their greatest this generation, their short-term
say they’re prone to anxiety. This concern, while in the UK, 46% say it’s professional prospects will be
number could be much higher their friends and family's wellbeing. heavily impacted.
though – with the exception of
1.10IDX 1.09IDX 1.08IDX
Europe and APAC, Gen Zs in other While mental health concerns aren’t
34% 49% 17%
regions are less likely than their limited to Gen Zs, they are certainly
Gen Zs are 37%
older counterparts to be open a concerned group as the long-term
about their mental health. effects of the pandemic take hold.
more likely to have
Just as high-risk audiences face experienced feelings
Amid the ongoing pandemic these ongoing health concerns from “long of panic since the
My mental/ My physical Life events
issues are growing fast. Many Covid”, global economic decline is beginning of the emotional wellbeing health/fitness being canceled
are already concerned for their already changing Gen Z's outlook
outbreak
reputation and appearance, and our for the foreseeable future.
custom research from September
shows 1 in 3 say their mental or In Q1 2020, just 8% of Gen Zs said
emotional wellbeing has become they expect their personal finances
their greatest concern since the to get worse in the next 6 months; 1.08IDX 1.06IDX 1.06IDX
pandemic, with just under half as of Q2 2020, this figure has 32% 43% 28%
citing their physical fitness. doubled to 16%. Similarly, 33% say
their country’s economy will worsen
While these concerns vary by in the same timeframe – having risen Question: Thinking about
COVID-19, which of these
market, they largely consider from 19% in Q1 2020. things most concern you at
health issues their greatest priority, Access to The wellbeing of my Social the moment?
a vaccine friends/family isolation Source: GlobalWebIndex
September 2020
Base: 762 Gen Z in 7
countries aged 16-23
globalwebindex.com 09
02
Gen Z
Tech behaviors
THEY'RE TECHNOPHILES, BUT ARE WARY OF OVERUSE Generally, tech-savviness is considered a staple to control their privacy more often than any
% of Gen Zs who say the following best describe them (sorted by top over-index) trait of young audiences, and this is certainly other generation we track.
true of Gen Zs, 44% of which say they are
1.35 IDX 36 %
comfortable using the latest technology. While Brands should take note of these behaviors
I worry I spend too much time on social media
they’re more or less on par with millennials in and remember that, given the chance, Gen Zs
this regard (45%), Gen Zs display more self- will always opt for retaining their privacy over
I worry I spend too much time on my smartphone 1.29 IDX 39 % awareness of their relationship with technology. trading it. Just 1 in 4 feel in control of their data
online and 6 in 10 say they would rather keep
They’re concerned about their time spent on their data than exchange it for free services.
I feel using social media causes me anxiety 1.10 IDX 16 % social media and smartphones, and are 10%
more likely than average to say social media But with 1 in 4 using technology and 1 in 3
causes them anxiety. We know how important turning to social media in order to support
I prefer being anonymous online 1.03 IDX 31 % mental health is to Gen Zs, with social media
often attributed to its rising prominence.
their mental wellbeing, Gen Zs aren’t
necessarily straying from technology entirely.
In fact, just less than 4 in 10 say they feel social
I am comfortable with my apps tracking my activity 1.02 IDX 26 % Furthermore, Gen Zs are aware of the risks
associated with modern technology – they
media is good for society, meaning it’s a case
of balancing their use in the everyday.
prefer to be anonymous online and take steps
EX P LO R E DATA
THEY TAKE PRIVACY SERIOUSLY
% of internet users in these generations who did the following in the last month EX P LO R E DATA
Used a VPN or Proxy Server Used an ad-blocker to stop ads being displayed Question: Which of the
following do you feel
46% 45% describes you? | In the last
38%
33% 31% 32% month, which of these have
26%
17% you done?
Source: GlobalWebIndex
Q2 2020
Gen Z Millennials Gen X Baby Boomers Base: 38,307 internet users
(aged 16-23) (aged 23-37) (aged 38-56) (aged 57-64) aged 16-23
globalwebindex.com 11
Gen Z
PC/Laptops Mobiles
04:32
04:16
04:07 04:07 04:09 EX P LO R E DATA
EX P LO R E DATA
03:37
Question: On an average
03:17 03:16 03:14 day, how long do you
03:14
spend online on mobiles,
PC/Laptops?
Source: GlobalWebIndex
Q2 2019 - Q2 2020
Q2 Q3 Q4 Q1 Q2 Base: 162,676 Gen Z aged
2019 2019 2019 2020 2020 16-23
globalwebindex.com 12
Gen Z
globalwebindex.com 13
Gen Z
• TREND IN ACTION •
Better together
Gen Zs are at the height of their social lives, Whether this is via Netflix’s Teleparty feature
and lockdowns left many unable to commit or Disney+’s GroupWatch, viewers can
to the group activities they take for granted. stream content simultaneously with their
As a result, individuals took to conference friends to replicate the social experience.
call tools or the Houseparty app, which saw
a reported 50 million additional users amid This may very well become a staple
the height of lockdown. in gaming too, with the acquisition of
Houseparty by Fortnite developers Epic
Learning from the social isolation witnessed Games, signalling a possible use of video
in March, streaming services are introducing tools in the Battle Royale title and other
social-viewing options on their platforms. popular online games.
globalwebindex.com 14
Gen Z
Gaming behaviors
MOST DISTINCTIVE GAMING ACTIVITIES With 94% of all Gen Zs playing games on real-life friends in the last month. Due to their
% of Gen Zs who say they did the following gaming activities in the last month any device, they’re the most active gaming limited spending power, free games – of which
IDX generation. Females in this generation are 43% played or downloaded in the last month –
Played a game online with your real-life friends 44 % 1.46 keen gamers, with 92% saying they do so. are far more appealing than sometimes costly
titles. A perfect combination of the two are
Played or downloaded a free-to-play video game 43 % 1.27 Gaming is predominantly performed on Battle Royales, played by 35% of Gen Zs in the
smartphones – 85% say this – but 2020 presents last year. In addition to attracting millions of
a unique opportunity for other devices to regular players, the advertising opportunities
Watched a live gaming stream 24 % 1.56
return to the fold. are not just plentiful, but versatile – having
made virtual concerts a staple of modern
Shared an image/video of your gameplay online 18 % 1.50 Gaming on PC/laptops fell from 59% in Q1 gaming.
2019 to 48% in Q1 2020, but increased
Watched an esports tournament 18 % 1.45 gaming behavior over lockdown is quickly Building on this, brands can reach Gen Zs
breathing new life into these devices. Over not just playing games, but watching them.
Purchased an in-game item/feature using a micro-transaction 14 % 1.37 half of Gen Zs now game on these devices Over 40% of Gen Zs have either watched a
in Q2 2020, giving more context as to the live gaming stream of esports tournament in
Purchased a video game from an online store/digital platform 12 % 1.27 increased time spent on them during the the last month, where influencer or branded
pandemic. content has long been necessary to this $1
billion industry. It’s worth noting Gen Z privacy
Played a game using cloud gaming platform/streaming service 9 % 1.15
At the same time, console use has declined and ad-blocking behaviors here, however,
slightly, but the arrival of Sony’s PlayStation 5 meaning brands should plan accordingly when
Used a subscription service such as XBOX LIVE, PlayStation Plus or Steam 8 % 1.07 and Microsoft’s Xbox Series X in November approaching this opportunity. EX P LO R E DATA
may swing the tide here. In fact, 45% of Gen
Purchased a game add-on or DLC 8 % 1.19 Zs are interested in purchasing either of these Question: Thinking about
gaming, which of these
devices with an additional 24% interested in things have you done in the
Purchased a physical video game 7 % 0.97 the Nintendo Switch. last month?
Source: GlobalWebIndex
Q2 2020
Broadcast a live stream of your gameplay 5 % 1.15 Social interaction is key in Gen Z gaming Base: 38,307 Gen Z aged
behavior, with 44% playing games with their 16-23
globalwebindex.com 15
Gen Z
• TREND IN ACTION •
Branded games
Gaming is a highly tribal activity. Brands need Gen Zs in the UK and U.S.
to show gamers they reciprocate their attitudes are 42% more likely to play
and lifestyles, but finding them amid a sea of
branded games if there is
franchises, genres, and devices can prove
a challenge. online multiplayer
globalwebindex.com 16
03
Gen Z
Social media
Gen Z
Their platform usage habits have shifted slightly. Since Q1 Gen Zs in Latin America spend around
Q2 Q3 Q4 Q1 Q2
2019, there’s been small indications of their attention moving 4 hours a day on social media 2019 2019 2019 2020 2020
from the platforms with the strongest reach, over to the likes
of WhatsApp, Snapchat and Instagram – the latter of which
overtook Facebook in Q2 2019.
EX P LO R E DATA
Even so, YouTube remains the most popular platform globally. SOCIAL MEDIA VISITORS/USERS OVER TIME Question: On an average
Gen Z's frequent interaction with vloggers is essential to the % of Gen Zs, outside of China, who visited/used the following platforms in the past month day, how long do you
spend on social media?
platform’s success. This is an audience who are as likely to watch
86% 74% 78% 69% 54% 52% 39% 33% 26% 23% Q2 2020 Source: GlobalWebIndex
vlogs each month as they are to watch TV on-demand services Q2 2019 - Q2 2020
-3% -5% +4% +6% -2% +6% +9% +1% -7% -9% -/+ % Difference
(around 60% do). Gen Z YouTubers are 32% more likely to watch since Q1 2019
Base: 162,676 internet
users aged 16-23
videos from vlogs or celebrities on the site (42% say they do).
Messenger
YouTube
Skype
Snapchat
Laptop, Mobile or Tablet?
Around 86 million users subscribe to gaming-related videos on Source: GlobalWebIndex
Q1 2019 - Q2 2020
YouTube – with around 3 in 10 Gen Z users, outside of China, Base: 55,957 internet users
watching a gaming livestream or game trailer on YouTube in the aged 16-23
globalwebindex.com 18
Gen Z
globalwebindex.com 19
Gen Z
#TikTok
TikTok, formerly musical.ly, was once a As TikTok puts pressure on music-streaming TOP REASONS FOR USING TIKTOK
short-form video app reminiscent of Vine, services, Spotify is experimenting with features % of UK/U.S. Gen Z and millennial TikTok users who use it for the following reasons
discontinued in 2017. that allow users to accompany their music with
short videos in a similar manner to TikTok’s UI.
But just as millennials popularized the latter, TikTok, meanwhile, is well-placed to compete To find funny or To keep up-to-date
59 % 24 %
a 19-percentage-point rise since Q3 2019 with the likes of Instagram, introducing entertaining videos with the latest trends
saw Gen Z users, outside of China, propel interactive links through its live feature in the
the ByteDance-owned app into a global same manner the former did with stories.
phenomenon. Despite the clear popularity
among Gen Zs, however, other generations To fill up To learn how to
The number of Gen Zs in spare time
48 %
do new things
24 %
are also flocking to TikTok, with millennials'
and Gen X's use of the app growing 15 and 11
Europe who use TikTok daily
percentage points, respectively, in the grew by over 250% in 2020
EX P LO R E DATA
same timeframe. To stay in touch
To express
31 % with what my 23 %
myself Question: Which of
friends are doing
Why it’s synonymous with younger TIKTOK USE OVER TIME the following sites/
generations however, is because of how % of Gen Zs, outside of China, who visited/ applications have you
visited or used in the past
they’re using it. Around 1 in 4 Gen Z and used TikTok monthly
To follow month via your PC/Laptop,
millennial TikTok users in the UK and U.S. say For new ideas/ Mobile or Tablet? (TikTok)
45% 30 % celebrities/ 23 %
they use it to discover new music or to express inspiration Source: GlobalWebIndex
influencers
themselves. An additional 1 in 3 follow singers, 34% Q3 2019-Q2 2020
26% 29% Base: 120,330 Gen Z's
musicians or bands. This has helped artists such aged 16-23
as Lil Nas X, Benee and Sam Fischer rise to To share videos/
fame, and our data confirms Gen Zs’ distinctive To discover 26 % 20 % Question: What are the
details of what I'm
new music main reasons you use
preference for the Rap (IDX 1.80), Indie Pop Q3 Q4 Q1 Q2 doing in my daily life TikTok?
(IDX 1.55) and Hip-Hop (IDX 1.43) genres. 2019 2019 2020 2020 Source: GlobalWebIndex
June 2020
Base: 200 Gen Z and
Millennial TikTok users
aged 16-34
globalwebindex.com 20
Gen Z
globalwebindex.com 21
04
Gen Z
Brand interactions
Gen Z
globalwebindex.com 23
Gen Z
Brand positioning
BRAND QUALITIES BRAND ACTIONS
% of Gen Zs who say brands should be the following, sorted by top over-index % of Gen Zs who say brands should do the following, sorted by top over-index
Young 1.50 IDX 38% Help you improve your image/reputation 1.20 IDX 28% Brands need to show
they understand Gen
Trendy/cool 1.36 IDX 42% Offer customized/personalized products 1.19 IDX 35% Zs – just 15% say they
feel represented in the
Funny 1.26 IDX 31% Run customer communities/forums 1.17 IDX 21% advertising they see
Innovative 1.15 IDX 56% Make you feel valued 1.12 IDX 40%
While reliability is the most sought It’s important to remember Gen For brands that want to be trendy, While they’re quick to align with
after brand quality (56% say this), Zs’ ambition, and how a brand or the best way to achieve this is by brands that spotlight them as
they show a strong affinity for brands product can feed into that. Just demonstrating that they’re listening individuals, their altruistic and eco- EX P LO R E DATA
that come across as young, trendy under 2 in 3 consider learning new to this vocal audience. Forum or conscious views shine through
or funny. How a brand comes across skills as important to them and community-based sites are key also. Environmental concerns are EX P LO R E DATA
goes hand-in-hand with where around 4 in 10 say brands should here – such as Pinterest where 24% quickly rising. In our coronavirus
Question: Which of these
it comes across, so connecting help them improve their knowledge. of Gen Zs outside of China actively research in July, 79% Gen Zs across
things do you want brands
with this young audience on the They want to be the best they can engaged or contributed to in the 18 countries told us companies to do? | Which of these do
channels they frequent using the be and will opt for brands that past month. Brands can take this behaving more sustainably is you want brands to be?
Source: GlobalWebIndex
personalities or interests they reciprocate this too. further by offering a platform for more important now following the
Q2 2020
associate themselves with is a like-minded Gen Zs through their outbreak. Base: 38,307 internet users
strong first step. own customer forums. aged 16-23
globalwebindex.com 24
05
Gen Z
Key implications
Gen Z
Key implications
Mental health concerns risk They’re becoming more They will be the face of Gen Zs will determine They’re on the frontline for
being a staple of Gen Z tech-conscious gaming trends what’s “in” tackling key issues
Already concerned for themselves Gen Zs are more likely to be tracking Gen Zs show a greater interest in Social media has become a breeding An increasing regard for eco-
physically and professionally, this their time online or say they feel they gaming than any other generation. While ground for short-form entertainment – consciousness and social equality has put
generation is under more pressure than spend too long here. This isn’t likely to this is predominantly performed on where new trends are born or broken extra pressure on companies to showcase
ever before. Mental health concerns significantly hinder device ownership in smartphones, brands can expect them to at the swipe of a thumb. Because they their contribution to fighting widespread
are becoming more commonplace the future but, as they show less loyalty to be at the forefront of new devices in the want funny, cool, and young brands, social issues. Gen Zs appreciate
and, while they may begin falling when their smartphones, lesser-used devices future and should prepare accordingly. those who simply try to copy them will brands that show this and, given how
restrictions ease, global markets rebound are coming into the fold. Begin by understanding why they play fall short of their approval. Brands need quickly loyalty is won and lost with this
and job opportunities return, the long- games in order to identify key segments to be listening to them on community generation, there are major repercussions
term impact of these issues will likely be in this generation and experiment with sites – or even creating their own – to for those who backstep or falsely commit
around for the foreseeable future. in-game advertising where possible – but promote conversation and making use of to these values.
remember their privacy concerns and in-platform reward systems to appeal to
attitudes to ads when doing so. their status seeking nature.
globalwebindex.com 26
Notes on methodology ALL ALL
INTERNET GEN INTERNET GEN
USERS Z USERS Z
All figures in this report are drawn from GlobalWebIndex’s OUR QUOTAS GLOBALWEBINDEX Argentina 1,565 355 Morocco 954 440
online research among internet users aged 16-64. Please SAMPLE SIZE BY Australia 4,124 647 Netherlands 1,313 204
note that we only interview respondents aged 16-64 and To ensure that our research is reflective of the online MARKET
Austria 1,290 201 New Zealand 1,278 234
our figures are representative of the online populations of population in each market, we set appropriate quotas on
each market, not its total population. age, gender and education – meaning that we interview This report draws insights Belgium 1,337 223 Nigeria 1,025 414
representative numbers of men vs women, of 16-24s, from GlobalWebIndex’s Brazil 5,773 1,344 Philippines 3,261 1,166
OUR RESEARCH 25-34s, 35-44s, 45-54s and 55-64s, and of people with Q2 2020 wave of research Canada 4,916 739 Poland 2,085 328
secondary vs tertiary education. across 46 countries,
China 24,582 4,758 Portugal 1,309 224
Each year, GlobalWebIndex interviews over 688,000 with a global sample of
internet users aged 16-64 across 46 markets. Respondents To do this, we conduct research across a range of 179,219 respondents. Colombia 1,296 278 Romania 1,314 221
complete an online questionnaire that asks them a wide international and national sources, including the World Denmark 1,293 206 Russia 3,649 521
range of questions about their lives, lifestyles and digital Bank, the ITU, the International Labour Organization, the Egypt 1,779 523 Saudi Arabia 1,518 286
behaviors. We source these respondents in partnership CIA Factbook, Eurostat, the US Bureau of Labor Statistics as
France 5,172 827 Singapore 2,806 555
with a number of industry-leading panel providers. well as a range of national statistics sources, government
Each respondent who takes a GlobalWebIndex survey is departments and other credible and robust third-party Germany 5,209 742 South Africa 1,564 389
assigned a unique and persistent identifier regardless of sources. Ghana 891 437 South Korea 1,297 200
the site/panel to which they belong and no respondent Hong Kong 1,793 329 Spain 5,130 644
can participate in our survey more than once a year (with This research is also used to calculate the ‘weight’ of each
India 13,829 5,218 Sweden 1,278 182
the exception of internet users in Egypt, Saudi Arabia and respondent; that is, approximately how many people (of
the UAE, where respondents are allowed to complete the the same gender, age and educational attainment) are Indonesia 5,193 1,682 Switzerland 1,306 182
survey at 6-month intervals). represented by their responses. Ireland 1,287 207 Taiwan 2,301 402
a mobile to get online but do not use or own any other rates can vary significantly between countries (from a high based on 2018 ITU data Brazil 75% Philippines 67%
device). Mobile respondents complete a shorter version of 90%+ in parts of Europe to lows of c.20% in parts of Canada 94% Poland 80%
of our Core survey, answering 50 questions, all carefully APAC), the nature of our samples is impacted accordingly.
China 62% Portugal 79%
adapted to be compatible with mobile screens.
Where a market has a high internet penetration rate, Colombia 68% Romania 76%
Please note that the sample sizes presented in the its online population will be relatively similar to its total Denmark 98% Russia 85%
charts throughout this report may differ as some will population and hence we will see good representation Egypt 54% Saudi Arabia 90%
include both mobile and PC/laptop/tablet respondents across all age, gender and education breaks. This is
France 86% Singapore 90%
and others will include only respondents who completed typically the case across North America, Western Europe
GlobalWebIndex’s Core survey via PC/laptop/tablet. For and parts of Asia Pacific such as Japan, Australia and New Germany 92% South Africa 64%
more details on our methodology for mobile surveys Zealand. Where a market has a medium to low internet Ghana 50% South Korea 97%
and the questions asked to mobile respondents, please penetration, its online population can be very different Hong Kong 92% Spain 90%
download this document. to its total population; broadly speaking, the lower the
India 45% Sweden 96%
country’s overall internet penetration rate, the more likely
INTERNET PENETRATION RATES: it is that its internet users will be young, urban, affluent Indonesia 42% Switzerland 96%
GLOBALWEBINDEX VERSUS ITU FIGURES and educated. This is the case throughout much of LatAm, Ireland 87% Taiwan 90%
MEA and Asia Pacific. Israel 88% Thailand 59%
As GlobalWebIndex’s Core Research is conducted among
Italy 77% Turkey 76%
16-64 year-olds, we supplement the internet penetration This table provides GlobalWebIndex forecasts on internet
forecasts for a country’s total population (reproduced penetration (defined as the number of internet users Japan 93% UAE 98%
above) with internet penetration forecasts for 16-64s per 100 people) in 2019. This forecasted data is based Kenya 40% UK 96%
specifically. Forecasts for 16-64s will be higher than our upon the latest internet penetration estimates from the Malaysia 84% U.S.A. 90%
forecasts for total population, since 16-64s are the most International Telecommunication Union (ITU) for each
Mexico 71% Vietnam 70%
likely age groups to be using the internet. market that GlobalWebIndex conducts online research in.
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