When you view a chart or dashboard you will be presented with the Audience %, Data Point %, Universe, Index and Responses figures. To help you understand what these figures represent we have provided definitions to each metric below.
You can also download a copy to keep.
This article covers:
Audience Percentage
Audience % shows how many people in your audience match with the data point.
Please note: if you have not applied any markets or waves of research, the Audience % will show a global average across all possible markets and research waves.
Example:
11.7% of female UK internet users between the ages of 25-34 exercise every day.
Audience: Female, Aged 25-34
Market(s): UK
Wave(s): Q1 2017
Question: Frequency of Physical Exercise
Data Point Percentage*
Data point % shows the contribution that your selected audience makes to the total audience that matches with a data point.
Please note: a data point score of 100% means that everyone who matches with that data point is included within the audience that you have applied. Please also be aware that if you have not applied any markets or waves of research, the Data point % will be a global average across all possible markets and research waves.
Example:
10.9% of UK internet users who exercise every day are female and aged between 25-34.
Audience: Female, Aged 25-34
Market(s): UK
Wave(s): Q1 2017
Question: Frequency of Physical Exercise
*Please note that data point percentage is only available to Enterprise users
Universe
The Universe shows GlobalWebIndex’s estimate of how many real-world people are represented by the Audience %.
Please note: if you have not applied any markets or waves of research, the Universe will show a global average across all possible markets and research waves.
Example:
There are an estimated 529k female UK internet users between the ages of 25-34, who exercise every day.
Audience: Female, Aged 25-34
Market(s): UK
Wave(s): Q1 2017
Question: Frequency of Physical Exercise
Index
Index compares your Audience to the base audience you have applied, showing how much more or less likely they are to match with a data point.
The numerical distance from 100 shows the percentage difference compared to the base audience. For example, an index figure of 110.0 means that your Audience is 10% more likely than the base audience to match with a data point.
Please note: if you have not applied any markets or waves of research, the Index will show the average index score of your audience across all possible markets and research waves. Also, if you have not applied a base audience, the index will compare your audience to the average internet user.
Example:
Female internet users between the ages of 25-34 in the UK have an index score of 99.3.
This means that female internet users between the ages of 25-34 in the US are 0.7% less likely to exercise every day than the average UK internet user.
However, with an index of 107.8, male internet users between the ages of 25-34 in the UK are 7.8% more likely to exercise every day than the average UK internet user.
Audience: Female, Aged 25-34
Market(s): UK
Wave(s): Q1 2017
Question: Frequency of Physical Exercise
Responses
Responses shows the number of people from our panel who match with the data point.
Please note: if you have not applied any markets or waves of research, the Responses will show the aggregated total across all possible markets and research waves.
Example:
In Q2 2017 we interviewed 126 female UK internet users between the ages of 25-34, who said they exercise every day.
Audience: Female, Aged 25-34
Market(s): UK
Wave(s): Q1 2017
Question: Frequency of Physical Exercise
