GWI data represents internet users. That means you’re likely to see differences when comparing to other sources that represent accounts or devices.
To help bridge this gap, our GWI Core data set features an “internet user to mobile device conversion”. This conversion can be used to give you an estimate of how many mobile devices are using a particular service. It’s best used in conjunction with mobile-first platforms.
What to pair it with
✅ Social media and messaging usage questions (these are primarily mobile-first and therefore an ideal fit)
✅ Other mobile-first platforms from other questions, such as named websites and apps used
What to avoid
❌ Platforms that are primarily accessed via desktop/laptop computers or other non-mobile devices
❌ Any questions or data points for which having a mobile user metric is of little practical use (e.g. attitude statements)
How to use it
The internet user to mobile device conversion works almost identically to the averages featured in our platform. To use it, follow the below steps.
Open an existing or create a new crosstab - you can’t use it in charts.
Navigate to GWI Core > Technology & Devices > Mobile & Smartwatch > Mobile Brands > Number of Mobile Brands Owned
Select “Internet user to mobile device conversion” and add to columns
Add a selection of mobile-first platforms to rows
Read the universe figure in each crossover cell to get an estimate of how many mobile devices have accessed each platform over the period specified in the relevant question(s)
How it’s calculated
This conversion multiplies each internet user represented in the Core data set by the number of mobile devices they own. This simple calculation provides a useful estimate of the number of mobile devices that could be using a particular service.