GWI Kids explores the attitudes and behaviors of internet users aged 8-15. It is a primary data set, meaning it's entirely separate from GWI Core and our other data sets.
Explore the GWI Kids questionnaire for a complete view of what's covered.
It covers 18 markets globally
You’ll find market coverage, annual sample sizes, and data set details on our coverage page.
GWI Kids explores the attitudes and behaviors of internet users aged 8-15. This is done by interviewing both children and their parents/guardians, providing a complete picture of a child’s actions and opinions as well as the context in which they live.
It runs annually
GWI Kids is run once a year, and was first fielded in Q1 2021.
Check out the fieldwork and release dates per quarter here.
It represents kids 8-15 who use the internet
GWI Kids represents children aged 8-15 who use the internet. It doesn’t overlap with GWI Core, which represents internet users aged 16-64 or 65+ in some markets.
Questionnaire design
GWI Kids has been meticulously designed so that all questions are mobile friendly, and easy to understand.
The majority of questions are asked to all children, but some are asked differently to 8-11 years olds and 12-15 year olds respectively. The questions asked to younger respondents tend to be simpler and contain fewer options. Additionally, age appropriate options are provided for each age group.
Our research & methodology
Check our research and methodology overview for GWI Kids here, which includes information on the following:
Market coverage & sample size
Internet penetration estimates
Quotas
Universe size
Respondents
Questionnaire content and how we design for children
Survey language
Consent & verification
Data checks