1Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
GMI GLOBAL PANEL BOOK
Q1 2013
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TABLE OF CONTENTS
AustraliaAustriaBelgiumBrazilCanadaChinaCzech RepublicDenmarkFinlandFranceGermanyGreeceHong KongIndiaIndonesiaIrelandItalyJapanMalaysiaMexico
NetherlandsNew ZealandNorwayPhilippinesPolandPortugalRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTurkeyUAEUKUSAVietnam
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1415161718192021222324252627282930313233
INTRODUCTION
About UsWorldwide PanelsConsumer PanelsPanel Attributes
PANELS BY COUNTRY
CONTACT US
3435363738394041424344454647484950515253
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ABOUT US
Quality-seeking researchers, marketers and brands choose GMI as their trusted global partner for digital data collection. Our innovative technology, proven sampling methodologies and operational excellence facilitate a deep understanding of consumer opinions and behavior. From intelligent sampling to award-winning survey engagement to sample management and custom reporting, GMI adds value at every stage of the research process.
GMI delivers access to online research respondents with unparalleled quality, capacity and targeting for every budget. Our solutions include GMI Interactive, innovative online survey design to engage respondents and provide more insightful data, GMI Mainstream, which accesses high-quality, representative respondents in real-time; GlobalTestMarket and MySurvey online research panels, which have millions of deeply profiled double opt-in panelists across 40 proprietary panels throughout the Americas, Europe, the Middle East, and Asia Pacific; and GMI Pinnacle, which creates balanced datasets while eliminating respondent source biases. These, along with a full suite of data collection services including specialty panels, custom panels and communities, mobile surveys, and observed digital behavior and ad tracking, provide the industry’s most complete and highest-quality portfolio for conducting online research. Founded in 1999 with global headquarters in Bellevue, Washington, GMI has operations throughout America, Europe and Asia Pacific and serves some 4,000 customers in more than 70 countries. GMI is part of Lightspeed Research, the leading provider of technology-enabled solutions and online respondents for global market research. For more information, visit www.gmi-mr.com and www.gmi-mrblog.com.
GMI EMPOWERS INSIGHTS.
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THE AMERICASBrazilCanadaMexicoUnited States
AustriaBelgiumCzech RepublicDenmarkFinlandFranceGermany
GreeceIrelandItalyNetherlandsNorwayPolandPortugal
RussiaSouth AfricaSpainSwedenSwitzerland Turkey
United Arab Emirates United Kingdom
AustraliaChinaHong KongIndiaIndonesiaJapanMalaysia
New ZealandPhillapinesSingaporeSouth KoreaTaiwanThailandVietnam
EUROPE, MIDDLE EAST, AFRICA ASIA PACIFIC
WORLDWIDEPANELS
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Europe, Middle East and AfricaGMI
Austria 6K
Belgium 43K
Czech Republic 3K
Denmark 8K
Finland 4K
France 295K
Germany 161K
Greece 13K
Ireland 30K
Italy 160K
Netherlands 66K
Norway 6K
Poland 28K
Portugal 2K
Russia 88K
South Africa 9K
Spain 145K
Sweden 23K
Switzerland 6K
Turkey 21K
UAE 6K
UK 463K
The AmericasGMI
Brazil 91K
Canada 219K
Mexico 61K
United States 1,309K
Asia PacificGMI
Australia 181K
China 354K
Hong Kong 33K
India 97K
Indonesia 41K
Japan 41K
Malaysia 56K
New Zealand 23K
Philippines 24K
Singapore 35K
South Korea 37K
Taiwan 11K
Thailand 52K
Vietnam 6KThe panel size is grounded by the International Organization for Standardization (ISO) definition which states, “An active panel member is one who has participated in at least one survey, or has updated his/her profile data, or has registered to join the panel within the last 12 months.”
CONSUMER PANELS
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PANEL ATTRIBUTES
BASIC
HOUSEHOLD
EMPLOYMENT
TECHNOLOGY
AGEGENDERETHNICITYCaucasianAfrican (African-American)Asian (non Pacific Islander)Pacific Islander (including Hawaiian)Central AsianChineseMiddle Eastern/North AfricanMixed racial heritage from Caribbean IslandsNative American, Eskimo, AleutianOther (please specify)
HISPANIC ORIGINMexicoPuerto RicoCubaCentral or South America
SpainCaribbeanOther Hispanic originYear Hispanic ancestors immigrated to USAMixed racial ancestry
SEXUAL ORIENTATIONHeterosexualHomosexualBisexualPrefer not to answer
MARITAL STATUSNever marriedMarriedDivorcedWidowerSeparated
CHILDREN OR GRANDCHILDRENAGE AND GENDER OF CHILDRENCOUNTRY OF BIRTH
PREFERRED LANGUAGEEDUCATIONPRIMARY DECISION MAKERGroceriesWine/beerNew automobilesUsed automobilesComputer hardware/softwareFinancial services/investmentInsuranceSmall household appliancesLarge household appliancesCommunication servicesHome electronicsInternet connectionReal estateHome improvementNone of the above
EMPLOYEDSelf-employed (part-time)Self-employed (full-time)A paid employee (part-time)A paid employee (full-time)Unemployed
POSITIONProfessional (e.g. doctor, lawyer, accountant, architect)General management (executive, vice president, director, manager)Middle management (department or branch head, junior manager)Other non-manual employeeManual worker
POSITION LEVELManagers and senior officials
Professional occupationsAssociate professional and technicalAdministrative and secretarialSkilled trade occupationsPersonal service occupationsSales and customer service occupationsProcess plant, and machine operatives unskilled or elementary occupations
NUMBER OF EMPLOYEES SUPERVISEDWORK ENVIRONMENTINDUSTRYOCCUPATIONAL CATEGORYEMPLOYEES IN COMPANY1 – 910 – 19
20 – 4950 – 99100 – 199200 – 499500 – 9991,000 – 4,9995,000 +
ANNUAL COMPANY REVENUE$0-$1 million$2-$5 million$6-$10 million$11-$50 million$51-$100 million$101-$500 million$500+ millionUnsure
YEARS COMPANY IN BUSINESSROLE IN PURCHASING DECISIONSTECHNOLOGY USAGE
PRIMARY DECISION MAKEROWN OR RENT RESIDENCETYPE OF RESIDENCEFree-standing houseMixed-use apartment buildingDedicated apartment building
MEALS CONSUMED
OUTSIDE RESIDENCE PER WEEKLANGUAGES SPOKEN IN HOUSEHOLDPETSDog(s)Cat(s)FishBird(s)
Horse(s)Rodents and small animals (rabbits, hamsters, mice, etc.)Amphibians (toads, frogs, etc.)Reptiles (snakes, turtles, lizards, etc.)No pets
TYPE OF COMPUTERLaptopDesktopHandheld/tabletOther (please specify)
HOME INTERNET CONNECTIONLocal Area NetworkDial-upBroadbandOther (please specify)
ONLINE ACTIVITIESShopPay billsTrade stocksRead emailChatPurchase airline ticketsConduct businessRead newsOther (please specify)
WIRELESS PHONE PROVIDER
BRAND OF CELL PHONECELL PHONE ACTIVITIESGame playingWeb browsingEmailInstant messagingNone of the above
TELEVISION BRANDDIGITAL CAMERA BRAND
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SMOKINGCigarettesNon-smoker
NUMBER OF ALCOHOLIC DRINKS PER WEEK
MEDICAL CONDITIONS IN HOUSEHOLDVISION CORRECTIONGlassesContact lenses
LASIK surgeryNo vision correction
PHYSICAL ACTIVITY
NUMBER OF HOUSEHOLD VEHICLESMAKE, MODEL AND YEAR OF VEHICLESCATEGORY OF VEHICLEEconomyCompactIntermediateStandardFull-sizePremium
LuxuryMinivanSports utilityPickup truckCargo van
NEXT VEHICLE PURCHASEPRIMARY DECISION MAKER FOR VEHICLE PURCHASEINSURANCE PROVIDEROTHER VEHICLES OWNEDMotor home
Street motorcycleOff-road motorcycleSnowmobileAll-terrain vehicleTrailer/camperNone of the above
OWN RVOWN MOTORCYCLEMake and model of motorcycle
OWN BOAT
PANEL ATTRIBUTES (CONTINUED)
HEALTH TRAVEL
AUTOMOTIVE FINANCE
NUMBER OF CREDIT CARDSAVERAGE CREDIT CARD BALANCENUMBER OF DEBIT CARDSTYPE OF HOUSEHOLD ACCOUNTSSavings
CheckingMoney market
FULL-SERVICE BROKERAGEDiscount brokerageSelf-directed retirementMutual fundsOther (please specify)
HOME INSURANCE PROVIDERHOME MORTGAGEMORTGAGE COMPANY
AIRLINES USEDRENTED VEHICLESCAR RENTAL COMPANIES USEDRENTED HOTEL ROOMBUSINESS TRAVEL
Trips per yearOvernight via airOvernight via auto
LEISURE TRAVELOvernight via airOvernight via auto
INTERNATIONAL TRAVELRegions
SPECIFIC COUNTRIES
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PANEL SIZE: 181,000 CENSUS POPULATION SIZE: 22,015,576*INTERNET PENETRATION RATE: 90%**
AUSTRALIA
GENDERPANEL CENSUS
Male 33% 49%
Female 67% 51%
AGEPANEL CENSUS
18-24 20% 13%
25-34 25% 20%
35-44 19% 20%
45-54 17% 18%
55+ 19% 28%
HOUSEHOLD INCOME(Annually, AUD) PANEL CENSUS
Less than $40,000
55% 55%
More than $40,000
45% 45%
REGIONPANEL CENSUS
ACT (Canberra) 2% 2%
NSW (Sydney) 33% 32%
NT (Darwin) 1% 1%
QLD (Brisbane) 23% 20%
SA (Adelaide) 9% 8%
TAS (Hobart) 3% 2%
VIC(Melbourne) 28% 25%
WA (Broome) 2% 10%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 6,000CENSUS POPULATION SIZE: 8,219,743*INTERNET PENETRATION RATE: 75%**
AUSTRIA
GENDERPANEL CENSUS
Male 47% 48%
Female 53% 52%
AGEPANEL CENSUS
18-24 24% 11%
25-34 30% 16%
35-44 21% 21%
45-54 16% 17%
55+ 8% 35%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 2,000
49% 59%
More than € 2,000
51% 41%
REGIONPANEL CENSUS
Vienna 28% 20%
East 14% 17%
West 14% 19%
North 22% 21%
South 22% 23%
*CIA – The World Factbook**InternetWorldStats.com
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BRAZILPANEL SIZE: 43,000CENSUS POPULATION SIZE: 10,438,353*INTERNET PENETRATION RATE: 81%**
BELGIUMPANEL SIZE: 91,000CENSUS POPULATION SIZE: 205,716,890*INTERNET PENETRATION RATE: 39%**
GENDERPANEL CENSUS
Male 46% 49%
Female 54% 51%
AGEPANEL CENSUS
18-24 24% 19%
25-34 36% 25%
35-44 20% 21%
45-54 11% 16%
55+ 4% 18%
HOUSEHOLD INCOME(Monthly, Reais) PANEL CENSUS
Less than 1,000
32% 43%
More than 1,000
62% 57%
REGIONPANEL CENSUS
North 2% 8%
Northeast 11% 28%
Southeast 53% 42%
South 13% 15%
Centre-West 5% 7%
*CIA – The World Factbook**InternetWorldStats.com
*CIA – The World Factbook**InternetWorldStats.com
GENDERPANEL CENSUS
Male 46% 48%
Female 54% 52%
AGEPANEL CENSUS
18-24 18% 11%
25-34 25% 16%
35-44 21% 19%
45-54 18% 18%
55+ 17% 36%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 1,500
28% 46%
More than € 1,500
72% 54%
REGIONPANEL CENSUS
Brussels 9% 11%
North East 33% 32%
North West 25% 24%
South East 17% 17%
South West 16% 16%
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PANEL SIZE: 219,000CENSUS POPULATION SIZE: 34,300,083*INTERNET PENETRATION RATE: 82%**
CANADA
GENDERPANEL CENSUS
Male 36% 48%
Female 64% 52%
HOUSEHOLD INCOME(Annually, CAD) PANEL CENSUS
Under $20,000 18% 15%
$20,000 - $29,999
17% 11%
$30,000 - $39,999
13% 11%
$40,000 - $49,999
13% 9%
$50,000 - $74,999
18% 19%
$75,000 - $99,999
11% 13%
$100,000 - $149,999
8% 14%
$150,000+ 3% 8%
AGEPANEL CENSUS
18-24 21% 12%
25-34 24% 16%
35-44 18% 17%
45-54 18% 20%
55+ 19% 35%
REGIONPANEL CENSUS
Alberta 10% 11%
British Columbia 12% 13%
Manitoba 3% 3%
New Brunswick 3% 2%
Newfoundland 1% 2%
Nova Scotia 3% 3%
Ontario 39% 38%
Prince Edward Island
0% 0.42%
Quebec 25% 24%
Saskatchewan 3% 3%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 354,000CENSUS POPULATION SIZE: 1,343,239,923*INTERNET PENETRATION RATE: 38%**
CHINA
GENDERPANEL CENSUS
Male 55% 50%
Female 45% 50%
AGEPANEL CENSUS
18-24 42% 14%
25-34 42% 23%
35-44 13% 23%
45-54 3% 22%
55+ 1% 10%
HOUSEHOLD INCOME(Annually, Yuan) PANEL CENSUS
Less than 40,000
31% 53%
More than 40,000
69% 47%
REGIONPANEL CENSUS
Tier 1 City 27% 10%
Tier 2 City 33% 9%
Tier 3 20% 11%
Tier 4 9% 19%
Tier 5 12% 51%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 3,000CENSUS POPULATION SIZE: 10,177,300*INTERNET PENETRATION RATE: 71%**
CZECH REPUBLIC
GENDERPANEL CENSUS
Male 48% 48%
Female 52% 52%
AGEPANEL CENSUS
18-24 16% 11%
25-34 33% 21%
35-44 22% 17%
45-54 14% 17%
55+ 14% 34%
HOUSEHOLD INCOME(Annually, Koruna) PANEL CENSUS
Less than Kč 20,000
57% 78%
More than Kč 20,000
41% 22%
REGIONPANEL CENSUS
Prague 14% 11%
Central Bohemia 10% 11%
South Bohemia 2% 7%
West Bohemia 10% 8%
North Bohemia 12% 12%
East Bohemia 12% 12%
South Moravia 13% 20%
North Moravia 21% 19%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 8,000CENSUS POPULATION SIZE: 5,543,453*INTERNET PENETRATION RATE: 89%**
DENMARK
GENDERPANEL CENSUS
Male 52% 49%
Female 48% 51%
AGEPANEL CENSUS
18-24 29% 10%
25-34 24% 17%
35-44 19% 19%
45-54 15% 17%
55+ 13% 36%
HOUSEHOLD INCOME(Annually, DKK) PANEL CENSUS
Less than kr 299,999
42% 47%
More than kr 299,999
58% 53%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 4,000CENSUS POPULATION SIZE: 5,262,930*INTERNET PENETRATION RATE: 89%**
FINLAND
GENDERPANEL CENSUS
Male 43% 48%
Female 57% 52%
AGEPANEL CENSUS
18-24 21% 11%
25-34 24% 15%
35-44 19% 17%
45-54 16% 19%
55+ 13% 37%
HOUSEHOLD INCOME(Annually, Euro) PANEL CENSUS
Less than € 50,000
54% 50%
More than € 50,001
39% 38%
Prefer not to state 7% 12%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 295,000CENSUS POPULATION SIZE: 65,630,692*INTERNET PENETRATION RATE: 77%**
FRANCE
GENDERPANEL CENSUS
Male 29% 48%
Female 71% 52%
AGEPANEL CENSUS
18-24 16% 12%
25-34 27% 17%
35-44 25% 18%
45-54 18% 18%
55+ 15% 36%
REGIONPANEL CENSUS
Ile-de-France (Central)
38% 19%
North West 25% 19%
North East 0% 19%
Centre 13% 22%
South 24% 21%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 161,000CENSUS POPULATION SIZE: 81,305,856*INTERNET PENETRATION RATE: 83%**
GERMANY
GENDERPANEL CENSUS
Male 46% 48%
Female 54% 52%
AGEPANEL CENSUS
18-24 21% 10%
25-34 31% 15%
35-44 20% 20%
45-54 17% 18%
55+ 12% 37%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 2,000
41% 55%
More than € 2,000
59% 45%
REGIONPANEL CENSUS
North 17% 17%
West 22% 21%
South 37% 42%
East 24% 20%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 13,000CENSUS POPULATION SIZE: 10,767,827*INTERNET PENETRATION RATE: 47%**
GREECE
GENDERPANEL CENSUS
Male 41% 49%
Female 59% 51%
AGEPANEL CENSUS
18-24 13% 10%
25-34 44% 19%
35-44 31% 18%
45-54 9% 16%
55+ 2% 36%
HOUSEHOLD INCOME(Annually, Euro) PANEL CENSUS
Less than € 20,000
59% 69%
More than € 20,000
41% 32%
REGIONPANEL CENSUS
Attiki 65% 34%
North 16% 25%
Centre 13% 28%
Islands 7% 12%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 33,000CENSUS POPULATION SIZE: 7,153,519*INTERNET PENETRATION RATE: 69%**
HONG KONG
GENDERPANEL CENSUS
Male 35% 47%
Female 65% 53%
AGEPANEL CENSUS
18-24 30% 11%
25-34 38% 19%
35-44 20% 23%
45-54 9% 21%
55+ 3% 26%
HOUSEHOLD INCOME(Annually, HKD) PANEL CENSUS
Less than 240,000
32% 57%
More than 240,000
68% 43%
REGIONPANEL CENSUS
Hong Kong Island
18% 20%
Kowloon 31% 30%
New Territories 51% 50%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 97,000CENSUS POPULATION SIZE: 1,205,073,612*INTERNET PENETRATION RATE: 10%**
INDIA
GENDERPANEL CENSUS
Male 72% 52%
Female 28% 48%
AGEPANEL CENSUS
18-24 33% 24%
25-34 44% 25%
35-44 14% 20%
45-54 5% 14%
55+ 3% 17%
HOUSEHOLD INCOME(Annually, Rupee) PANEL CENSUS
Less than 1,672,400
80% 58%
More than 1,672,401
15% 42%
REGIONPANEL CENSUS
Mumbai 7% 12%
Delhi 4% 14%
Bangalore 7% 12%
Kolkata 3% 4%
Chennai 6% 14%
Ahmedabad 1% 2%
Hyderabad 5% 10%
Pune 3% 5%
Other 64% 27%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 41,000CENSUS POPULATION SIZE: 248,216,193*INTERNET PENETRATION RATE: 22%**
INDONESIA
GENDERPANEL CENSUS
Male 74% 49%
Female 26% 51%
AGEPANEL CENSUS
18-24 27% 20%
25-34 42% 27%
35-44 22% 21%
45-54 6% 15%
55+ 2% 17%
HOUSEHOLD INCOMEPANEL CENSUS
Low 51% 40%
Medium 34% 40%
High 9% 20%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 30,000CENSUS POPULATION SIZE: 4,722,028*INTERNET PENETRATION RATE: 67%**
IRELAND
GENDERPANEL CENSUS
Male 37% 51%
Female 63% 49%
AGEPANEL CENSUS
18-24 23% 16%
25-34 34% 21%
35-44 23% 19%
45-54 13% 16%
55+ 7% 27%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 2,300
59% 44%
More than € 2,300
41% 56%
REGIONPANEL CENSUS
Dublin City & County
39% 29%
Rest of Leinster 17% 25%
Munster 33% 28%
Conn & Part of Ulster
11% 18%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 160,000CENSUS POPULATION SIZE: 61,261,254*INTERNET PENETRATION RATE: 59%**
ITALY
GENDERPANEL CENSUS
Male 38% 48%
Female 62% 52%
AGEPANEL CENSUS
18-24 14% 9%
25-34 31% 18%
35-44 28% 19%
45-54 16% 16%
55+ 10% 38%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 1,500
38% 45%
More than € 1,500
62% 55%
REGIONPANEL CENSUS
North West 30% 26%
North East 16% 20%
Centre 20% 20%
South & Islands 34% 34%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 41,000CENSUS POPULATION SIZE: 127,368,088*INTERNET PENETRATION RATE: 80%**
JAPAN
GENDERPANEL CENSUS
Male 55% 49%
Female 45% 51%
AGEPANEL CENSUS
18-24 6% 9%
25-34 19% 18%
35-44 30% 16%
45-54 27% 16%
55+ 18% 41%
HOUSEHOLD INCOME(Annually, Yen) PANEL CENSUS
Less than 6m 56% 51%
More than 6m 44% 49%
REGIONPANEL CENSUS
Chubu 16% 17%
Chugoku 6% 6%
Hokaido 6% 4%
Kanto 53% 33%
Kinki 23% 18%
Kyushu 10% 11%
Shikoku 3% 4%
Tohoku 6% 7%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 56,000CENSUS POPULATION SIZE: 29,179,952*INTERNET PENETRATION RATE: 62%**
MALAYSIA
GENDERPANEL CENSUS
Male 46% 50%
Female 54% 50%
AGEPANEL CENSUS
18-24 33% 21%
25-34 43% 25%
35-44 16% 21%
45-54 6% 16%
55+ 2% 17%
HOUSEHOLD INCOME(Annually, RM) PANEL CENSUS
0-25,800 29% 27%
25,801 - 51,600
32% 27%
51,601 - 102,996
30% 26%
102,997 - 154,800
9% 10%
154,801 - 206,004
0% 5%
206,005+ 0% 5%
REGIONPANEL CENSUS
Central 46% 29%
North 20% 23%
East 8% 15%
South 17% 15%
East Malaysia 9% 18%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 61,000CENSUS POPULATION SIZE: 114,975,406*INTERNET PENETRATION RATE: 37%**
MEXICO
GENDERPANEL CENSUS
Male 49% 49%
Female 51% 51%
AGEPANEL CENSUS
18-24 25% 22%
25-34 31% 27%
35-44 23% 21%
45-54 13% 14%
55+ 6% 16%
HOUSEHOLD INCOME(Monthly, Peso) PANEL CENSUS
Less than 6,000
35% 88%
More than 6,001
60% 12%
REGIONPANEL CENSUS
Distrito Federal 5% 8%
México 5% 14%
Nuevo León 4% 4%
Jalisco 6% 7%
Veracruz 4% 7%
Puebla 3% 5%
Baja California 3% 4%
Guanajuato 3% 5%
Chihuahua 3% 3%
Tamaulipas 3% 3%
Otros 61% 40%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 66,000CENSUS POPULATION SIZE: 16,730,632*INTERNET PENETRATION RATE: 90%**
NETHERLANDS
GENDERPANEL CENSUS
Male 46% 49%
Female 54% 51%
AGEPANEL CENSUS
18-24 21% 11%
25-34 24% 17%
35-44 20% 21%
45-54 18% 18%
55+ 17% 34%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 2,000
40% 52%
More than € 2,000
60% 48%
REGIONPANEL CENSUS
West 28% 47%
North 16% 10%
East 27% 21%
South 29% 22%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 23,000CENSUS POPULATION SIZE: 4,327,944*INTERNET PENETRATION RATE: 85%**
NEW ZEALAND
GENDERPANEL CENSUS
Male 34% 49%
Female 66% 52%
AGEPANEL CENSUS
18-24 19% 13%
25-34 22% 20%
35-44 19% 21%
45-54 17% 18%
55+ 18% 28%
HOUSEHOLD INCOME(Annually, NZD) PANEL CENSUS
Less than $70,000
65% 64%
More than $70,000
35% 36%
*CIA – The World Factbook**InternetWorldStats.com
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PANEL SIZE: 6,000 CENSUS POPULATION SIZE: 4,707,270*INTERNET PENETRATION RATE: 97%**
NORWAY
GENDERPANEL CENSUS
Male 43% 49%
Female 57% 51%
AGEPANEL CENSUS
18-24 33% 11%
25-34 25% 18%
35-44 16% 19%
45-54 8% 17%
55+ 7% 34%
HOUSEHOLD INCOME(Annually, NKR) PANEL CENSUS
Less than kr 150,000
15% 19%
kr 150,000 - kr 499,999
34% 65%
More than kr 500,000
45% 16%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 24,000CENSUS POPULATION SIZE: 103,775,002*INTERNET PENETRATION RATE: 29%**
PHILIPPINES
GENDERPANEL CENSUS
Male 35% 50%
Female 65% 50%
AGEPANEL CENSUS
18-24 27% 23%
25-34 43% 26%
35-44 17% 20%
45-54 8% 14%
55+ 3% 16%
REGIONPANEL CENSUS
Luzon 75% 11%
Visayas 10% 19%
Mindanao 10% 17%
*CIA – The World Factbook**InternetWorldStats.com
38 39www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 28,000CENSUS POPULATION SIZE: 38,415,284*INTERNET PENETRATION RATE: 62%**
POLAND
GENDERPANEL CENSUS
Male 31% 48%
Female 69% 52%
AGEPANEL CENSUS
18-24 24% 14%
25-34 38% 19%
35-44 20% 16%
45-54 11% 20%
55+ 7% 30%
HOUSEHOLD INCOME(Monthly, Zloty) PANEL CENSUS
Less than zł 2,000
25% 60%
More than zł 2,000
75% 41%
REGIONPANEL CENSUS
Lower Silesian 12% 8%
Kuyavian-Pomeranian
8% 5%
Lublin 7% 6%
Other 0% 23%
Łódź 9% 7%
Lesser Poland 9% 9%
Masovian 21% 15%
Subcarpathian 5% 5%
Silesian 19% 13%
Greater Poland 11% 9%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 2,000CENSUS POPULATION SIZE: 10,781,459*INTERNET PENETRATION RATE: 51%**
PORTUGAL
GENDERPANEL CENSUS
Male 58% 48%
Female 42% 52%
AGEPANEL CENSUS
18-24 23% 11%
25-34 37% 19%
35-44 24% 18%
45-54 10% 17%
55+ 4% 35%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 1,999
42% 67%
More than € 1,999
53% 33%
*CIA – The World Factbook**InternetWorldStats.com
40 41www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 88,000CENSUS POPULATION SIZE: 138,082,178*INTERNET PENETRATION RATE: 44%**
RUSSIA
GENDERPANEL CENSUS
Male 41% 45%
Female 59% 55%
AGEPANEL CENSUS
18-24 29% 15%
25-34 40% 18%
35-44 19% 18%
45-54 8% 20%
55+ 3% 28%
REGIONPANEL CENSUS
Far Eastern Federal
3% 5%
Volga Federal District
24% 23%
Northwestern Federal
11% 10%
Siberian Federal 16% 15%
Urals Federal District
10% 9%
Central Federal 26% 28%
Southern Federal 9% 10%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 35,000CENSUS POPULATION SIZE: 5,353,494*INTERNET PENETRATION RATE: 77%**
SINGAPORE
GENDERPANEL CENSUS
Male 40% 49%
Female 60% 51%
AGEPANEL CENSUS
18-24 26% 12%
25-34 38% 21%
35-44 23% 24%
45-54 9% 21%
55+ 4% 22%
HOUSEHOLD INCOME(Monthly, SGD) PANEL CENSUS
Less than 5,000
56% 60%
More than 5,000
44% 40%
*CIA – The World Factbook**InternetWorldStats.com
42 43www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 9,000CENSUS POPULATION SIZE: 48,810,427*INTERNET PENETRATION RATE: 14%**
SOUTH AFRICA
GENDERPANEL CENSUS
Male 46% 48%
Female 54% 52%
AGEPANEL CENSUS
18-24 17% 23%
25-34 34% 27%
35-44 24% 20%
45-54 14% 15%
55+ 10% 15%
HOUSEHOLD INCOME(Monthly, Rand) PANEL CENSUS
Less than 3,000
17% 58%
More than 3,000
79% 42%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 37,000CENSUS POPULATION SIZE: 48,860,500*INTERNET PENETRATION RATE: 83%**
SOUTH KOREA
GENDERPANEL CENSUS
Male 47% 50%
Female 53% 50%
AGEPANEL CENSUS
18-24 18% 13%
25-34 40% 22%
35-44 28% 23%
45-54 11% 19%
55+ 4% 23%
HOUSEHOLD INCOME(Annually, Won) PANEL CENSUS
Less than ₩ 33,000,000
40% 59%
More than ₩ 33,000,000
60% 41%
REGIONPANEL CENSUS
Seoul 32% 31%
Gyeonggi 28% 25%
Gangwon 2% 2%
Gyeongsang 23% 23%
Jeju 1% 1%
Jeonra 6% 9%
Chungcheong 8% 8%
*CIA – The World Factbook**InternetWorldStats.com
44 45www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 145,000CENSUS POPULATION SIZE: 47,042,984*INTERNET PENETRATION RATE: 66%**
SPAIN
GENDERPANEL CENSUS
Male 44% 49%
Female 56% 51%
AGEPANEL CENSUS
18-24 18% 10%
25-34 32% 21%
35-44 29% 20%
45-54 15% 16%
55+ 6% 33%
HOUSEHOLD INCOME(Monthly, Euro) PANEL CENSUS
Less than € 1,500
67% 57%
More than € 1,500
33% 43%
REGIONPANEL CENSUS
North 37% 36%
Central 40% 36%
South 23% 28%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 23,000CENSUS POPULATION SIZE: 9,103,788*INTERNET PENETRATION RATE: 93%**
SWEDEN
GENDERPANEL CENSUS
Male 41% 49%
Female 59% 51%
AGEPANEL CENSUS
18-24 26% 11%
25-34 25% 16%
35-44 19% 18%
45-54 16% 16%
55+ 13% 39%
HOUSEHOLD INCOME(Annually, SKR) PANEL CENSUS
Less than kr 500,000
72% 52%
More than kr 500,000
28% 48%
REGIONPANEL CENSUS
North 15% 11%
Middle 9% 17%
East 28% 26%
West 19% 18%
South-East 12% 18%
South 17% 11%
*CIA – The World Factbook**InternetWorldStats.com
46 47www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 6,000CENSUS POPULATION SIZE: 7,655,628*INTERNET PENETRATION RATE: 84%**
SWITZERLAND
GENDERPANEL CENSUS
Male 45% 48%
Female 55% 52%
AGEPANEL CENSUS
18-24 22% 10%
25-34 29% 16%
35-44 23% 21%
45-54 15% 18%
55+ 10% 35%
HOUSEHOLD INCOME(Monthly, Franc) PANEL CENSUS
Less than Fr 6,000
58% 40%
More than Fr 6,000
42% 60%
REGIONPANEL CENSUS
French Speaking Region
41% 25%
Alps & Pre-Alps 16% 24%
Plateau West 19% 23%
Plateau East 24% 29%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 11,000CENSUS POPULATION SIZE: 23,113,901*INTERNET PENETRATION RATE: 70%**
TAIWAN
GENDERPANEL CENSUS
Male 55% 50%
Female 45% 50%
AGEPANEL CENSUS
18-24 36% 14%
25-34 29% 22%
35-44 16% 22%
45-54 7% 19%
55+ 3% 23%
*CIA – The World Factbook**InternetWorldStats.com
48 49www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 52,000CENSUS POPULATION SIZE: 67,091,089*INTERNET PENETRATION RATE: 27%**
THAILAND
GENDERPANEL CENSUS
Male 36% 49%
Female 64% 51%
HOUSEHOLD INCOME(Annually, Baht) PANEL CENSUS
Below 72,000 5% 8%
72,001 - 120,000
11% 15%
120,001 - 240,000
24% 34%
240,001 - 420,000
24% 22%
420,001 - 600,000
10% 9%
600,001 - 1,200,000
19% 9%
Above 1,200,000
8% 3%
AGEPANEL CENSUS
18-24 38% 16%
25-34 41% 24%
35-44 16% 21%
45-54 4% 17%
55+ 1% 21%
REGIONPANEL CENSUS
Bangkok 45% 78%
Pattaya-Chon Buri
22% 8%
Chiang Mai 12% 6%
Hat Yai-Songkhla
6% 5%
Nakhon Ratchasima
14% 3%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 21,000CENSUS POPULATION SIZE: 79,749,461*INTERNET PENETRATION RATE: 44%**
TURKEY
*CIA – The World Factbook**InternetWorldStats.com
GENDERPANEL CENSUS
Male 34% 50%
Female 66% 50%
AGEPANEL CENSUS
18-24 26% 19%
25-34 44% 27%
35-44 21% 20%
45-54 6% 15%
55+ 2% 18%
REGIONPANEL CENSUS
Aegean Region 17% 13%
Black Sea Region 7% 9%
Central Anatolia 10% 18%
Eastern Anatolia Region
3% 7%
Marmara Region 53% 32%
Mediterranean Region
6% 12%
Southeastern Anatolia Region
4% 9%
SOCIAL CLASSPANEL CENSUS
AB 41% 14%
C1 29% 24%
C2 19% 31%
DE 11% 31%
50 51www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 6,000CENSUS POPULATION SIZE: 5,314,317*INTERNET PENETRATION RATE: 69%**
UAE
GENDERPANEL CENSUS
Male 43% 51%
Female 57% 49%
AGEPANEL CENSUS
18-24 17% 15%
25-34 43% 39%
35-44 22% 30%
45-54 10% 12%
55+ 5% 4%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 463,000CENSUS POPULATION SIZE: 63,047,162*INTERNET PENETRATION RATE: 84%**
UK
GENDERPANEL CENSUS
Male 38% 48%
Female 62% 52%
AGEPANEL CENSUS
18-24 22% 12%
25-34 28% 17%
35-44 20% 20%
45-54 15% 16%
55+ 14% 35%
HOUSEHOLD INCOME(Annually, GBP) PANEL CENSUS
Less than £30,000
60% 52%
More than £30,000
40% 48%
REGIONPANEL CENSUS
England 85% 84%
Scotland 8% 9%
Wales 5% 5%
Northern Ireland 2% 3%
*CIA – The World Factbook**InternetWorldStats.com
52 53www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
PANEL SIZE: 1,309,000CENSUS POPULATION SIZE: 313,847,465*INTERNET PENETRATION RATE: 78%**
USA
GENDERPANEL CENSUS
Male 32% 49%
Female 68% 51%
AGEPANEL CENSUS
18-24 27% 13%
25-34 25% 18%
35-44 17% 17%
45-54 15% 19%
55+ 16% 33%
ETHNICITYPANEL CENSUS
African-American
15% 12%
Indian/Eskimo/Aleut
1% 1%
Asian 3% 5%
Hispanic or Latino
11% 14%
Other 2% 1%
White 68% 68%
HOUSEHOLD INCOME(Annually, USD) PANEL CENSUS
Under $20,000 32% 20%
$20,000-$29,999 15% 12%
$30,000-$39,999 12% 10%
$40,000-$49,999 10% 9%
$50,000-$74,999 15% 18%
$75,000-$99,999 8% 11%
$100,000-149,999 5% 12%
$150,000-199,999 1% 4%
Above $200,000 1% 4%
REGIONPANEL CENSUS
East North Central 16% 15%
East South Central 6% 6%
Middle Atlantic 12% 13%
Mountain 7% 7%
New England 4% 5%
Pacific 13% 16%
South Atlantic 22% 19%
West North Central 7% 7%
West South Central 11% 11%
*CIA – The World Factbook**InternetWorldStats.com
PANEL SIZE: 6,000CENSUS POPULATION SIZE: 91,519,289*INTERNET PENETRATION RATE: 34%**
VIETNAM
GENDERPANEL CENSUS
Male 64% 51%
Female 36% 49%
AGEPANEL CENSUS
18-24 42% 22%
25-34 43% 27%
35-44 8% 22%
45-54 2% 14%
55+ 1% 15%
HOUSEHOLD INCOME(Annually, đong) PANEL CENSUS
Less than ₫ 80,000,000
54% 98%
More than ₫ 80,000,000
46% 2%
*CIA – The World Factbook**InternetWorldStats.com
54 55www.gmi-mr.com | [email protected] Proprietary Information. Copyright 2012 © GMI-Lightspeed Research
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