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.
This article covers:
Audience Percentage
This figure represents the percentage of your audience that your data point applies to. This is also known as the Vertical Percentage.
Example:
91.9% of women between the ages of 25-34, in the US, own a Facebook account.
Country: USA
Audience: Female, Aged 25-34
Waves: Q1 2016, Q2 2016, Q3 2016, Q4 2016
Data Point Percentage
This figure represents the percentage of the data point who match the attributes of your audience. This is also known as the Horizontal Percentage.
Example:
10.3% of US internet users who own a Facebook account, are female and aged between 25-34.
Country: USA
Audience: Female, Aged 25-34
Waves: Q1 2016, Q2 2016, Q3 2016, Q4 2016
Universe
The Universe figure represents the GlobalWebIndex estimate of the actual number of people that your selection equates to in the real world. There are two steps involved in calculating this figure.
The first requires us to interview a certain number of individuals within three quota groups: age, gender, and education. This ensures that our sample is already representative of the internet population, and we’re able to determine the size of these groups based on official data sources such as Eurostat, ITU, World Bank, and the UN.
The next step involves dividing the 16 to 64 internet population figure by the total sample for each country. As a result, each respondent in each country is assigned a specific weight value based on their country and the wave of research they participated in, and it is this figure that is then used to calculate the universe estimates for any given audience you can create as a user.
Example:
There are 16.9 million female internet users between the ages of 25-34 that own a Facebook account within the USA.
Country: USA
Audience: Female, Aged 25-34
Waves: Q1 2016, Q2 2016, Q3 2016, Q4 2016
Index
An index is in an indication of how likely an action is to be completed by your audience, in comparison to your base audience. The base index figure of 100 is equivalent to ‘the average’. The numerical distance from 100 will give your percentage score of more/less likely.
Example:
Female internet users between the ages of 25-34 have an index score of 109. This means that female internet users between the ages of 25-34 are 9% more likely to own a Facebook account than the average internet user within the US.
Country: USA
Audience: Female, Aged 25-34
Waves: Q1 2016, Q2 2016, Q3 2016, Q4 2016
Responses
The response count is the number of internet users aged 16-64 who have filled out the GWI survey and fall in to all the defined criteria i.e. the audience profile, filters and data point response.
Example: During 2016 we interviewed 2,700 female internet users between the ages of 25-34 in the USA who said that they owned a Facebook account.
Country: USA
Audience: Female, Aged 25-34
Waves: Q1 2016, Q2 2016, Q3 2016, Q4 2016
