GWI Consumer Tech is a GWI Core add-on that helps you understand the tech preferences and usage behaviors of internet users across selected Core markets.

The most important things to know about this data set are that:

GWI Consumer Tech is an international data set, featuring markets from across the world. Details about the markets included, their annual samples as well as what's covered in the data set can be found in our coverage page.

Like all of our international data sets, it’s asked identically everywhere, letting you understand and compare audiences internationally. Surveys are shown to respondents in their local language and brand lists are localized to ensure relevance.

GWI Consumer Tech is run once a year, in Q2. When using the data, keep in mind that specific questions on purchase behaviors may be influenced by seasonality.

GWI Consumer Tech represents all internet users aged 16-64 - the same universe as GWI Core - with most responses weighted by age, gender and education. In the USA, we weight responses by age, gender, race/ethnicity and income.

GWI Consumer Tech respondents have all completed GWI Core (including the Brand & Media module) at some point in the last 12 months.

For example, respondents from Q2 of GWI Consumer Tech all completed either Q1 (current year), Q4, Q3 or Q2 (previous year) of GWI Core. In rare cases, we may make exceptions to this rule and interview respondents who have taken part in the GWI Core study longer ago, but these typically make up less than 5% of the sample.

This approach means questions can be compared across the two data sets, letting you combine the depth of GWI Consumer Tech with the breadth of GWI Core. Compatible GWI Core questions can be found in the GWI Consumer Tech taxonomy in the 'GWI Core Questions' folder.

Not all GWI Core questions can be included as:

Note that any audiences you've already got created GWI Core will have to be recreated in GWI Consumer Tech.

Taking part in GWI Consumer Tech is a straightforward process for our respondents, and it’s quick to do - completing the survey takes a respondent around 20 minutes.