For each of our Core countries, we estimate how many internet users aged 16-64 it contains. All millions figures for data-points within our survey are based on this.
To explain how we calculate the figure, we can look at France as an example. The UN World Population prospects estimates that the total population of France in 2015 was 64.4 million. It also estimates that 62% of these individuals – or 40.2m – were aged 16-64. The age/gender breakdown of these individuals is as follows:
TOTAL POPULATION MALES
TOTAL POPULATION FEMALES
From Eurostat, we know the percentage in each of these groups who have used the internet in the last year, as follows:
% OF MALES WHO USE THE INTERNET
% OF FEMALES WHO USE THE INTERNET
By multiplying these two datasets together, we know that 93% of 16-64s in France are internet users, which equated to 37.45m for 2015, and which we then project forward for subsequent years. Because we have data in each age/ gender group, we can then create interlocking quotas to ensure we interview the correct number of people in each demographic split.
During each wave of research, we then assign a “weight” to every respondent based on their age, gender and education profile. This allows us to calculate approximately how many people are represented by their responses, and to forecast overall audience sizes accordingly. For example, we might know that a response from a young male aged 16-24 represents 8,000 similar individuals in their market. So, each time that respondent answers positively to a question, the corresponding universe size for that question is increased by 8,000.