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.

You’ll find market coverage, annual sample sizes, and data set details on our coverage page.

GWI Consumer Tech is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like brand lists, are localized to ensure relevance.

GWI Consumer Tech is run once a year, in Q3. 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. Starting in Q3 2025, we began including respondents aged 65+ in Canada, France, Germany, Italy, Singapore, Spain, UK, and USA.

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 Q3 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. For further information on how to combine GWI Core with an add-on, click here.

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.