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Title: GlobalWebIndex  
Author: World Heritage Encyclopedia
Language: English
Subject: Forrester Research, WeChat, Tablet computer
Collection: Social Media Companies
Publisher: World Heritage Encyclopedia


Type Private
Industry Market Research, Advertising
Founded 2009
Founders Thomas C. Smith
Headquarters London and Singapore
Area served Worldwide
Key people Thomas C. Smith
(Founder & CEO)
Sebastian Hedencrona
(Commercial Director)
Alastair Little
(Director, Product & Marketing)
Brett Petersen
(Director, Strategy Consulting)
Products GlobalWebIndex
Services Research & Consulting
Website .net.globalwebindexwww

GlobalWebIndex is a market research firm founded by Tom Smith in 2009.[1] The company provides consumer data to the advertising industry.[2]

Reported to be the "world's most detailed syndicated research into online consumer behaviors",[3] GlobalWebIndex profiles consumers in 32 countries and represents 89% of the worldwide internet audience.[4]

In October 2012, GlobalWebIndex surprised social media analysts and commentators by claiming that Twitter and Facebook had big followings in China and Vietnam - countries where those social networks are blocked by their respective governments. The story was picked up by various news outlets including Huffington Post, Bloomberg and the Financial Times where the rise of VPN has been attributed as the primary enabler for Chinese internet users circumventing website blocks.[5]


  • Data Sources 1
    • GWI Core Panel 1.1
    • Extended Panel 1.2
    • GWI Real-Time Panel 1.3
    • GWI Enriched 1.4
  • Data Coverage 2
    • Scale & Frequency 2.1
    • Countries 2.2
      • Americas 2.2.1
      • Europe, Middle East & Africa 2.2.2
      • Asia Pacific 2.2.3
  • Products 3
    • PRO Platform™ 3.1
    • Insight Store™ 3.2
    • GWIQ™ 3.3
      • Audience Validation 3.3.1
      • Web Analytics 3.3.2
      • Lookalike Modelling 3.3.3
      • In-Flight Advertising Effectiveness Studies 3.3.4
    • Stream™ Intelligence 3.4
  • Technology 4
    • Data 4.1
    • Tracking 4.2
  • Noteworthy clients 5
  • References 6
    • Notes 6.1
    • External links 6.2

Data Sources

GWI Core Panel

The flagship GlobalWebIndex research study, which interviews 170,000 internet users across the world each year across 4 waves of research each year.[6] Each respondent is questioned in detail, resulting in 9,000 data points for consumer profiling.[7]

Extended Panel

GlobalWebIndex has access to a panel of over 3 million internet users, which the company uses to profile target audiences for its clients at scale. GlobalWebIndex's Stream™ Intelligence consulting arm runs these custom studies.[8]

GWI Real-Time Panel

GlobalWebIndex research includes a sub-set of its GWI Core Panel which it tracks across the internet in real-time.

GWI Enriched

In addition to its proprietary data sets, GlobalWebIndex also enriches its view of respondents by purchasing research from 3rd party specialists such as social media API providers, loyalty schemes and credit card companies.

Data Coverage

Scale & Frequency

  • 4 times a year
  • 32 countries
  • 569 local reqions
  • 9,000 data points
  • 6 week fieldwork periods
  • 24 hour turnarounds on custom surveys



  • USA
  • Canada
  • Argentina
  • Brazil
  • Mexico

Europe, Middle East & Africa

  • United Kingdom
  • France
  • Germany
  • Ireland
  • Italy
  • Netherlands
  • Poland
  • Russia
  • Saudi Arabia
  • South Africa
  • Spain
  • Sweden
  • Turkey
  • UAE

Asia Pacific

  • Australia
  • China
  • Hong Kong
  • India
  • Indonesia
  • Japan
  • Malaysia
  • Philippines
  • Singapore
  • South Korea
  • Taiwan
  • Thailand
  • Vietnam


PRO Platform™

Analysis and insight platform used by its clients to create custom target audiences and examine their digital behaviors.

Insight Store™

Subscription-store offering downloadable reports and 'data packs', which contain pre-populated commentary and data on a defined group of audiences.


A tag-based web analytics solution offering with four principal use cases.

Audience Validation

GWIQ tags can be included in online advertising campaigns to verify the accuracy of targeting criteria offered by the vendors of advertising.

Web Analytics

Reporting on the profile of visitors to websites and applications.

Lookalike Modelling

Provision of raw data for the practice of 'lookalike modelling'.

In-Flight Advertising Effectiveness Studies

Measuring the effectiveness of advertising campaigns during the campaign's lifecycle, for optimization purposes.

Stream™ Intelligence

The GlobalWebIndex consulting division, focused on servicing the client base with custom data collection and analysis.



GlobalWebIndex utilizes a number of techniques to ensure consistency and accuracy of its data,[9] including:

  • Timing the survey length and ensuring that respondents who take the survey in less than two standard deviations of the main survey length are removed from the final data set
  • Using algorithms to check for straight-line and patterned responses
  • Inserting logic traps into the survey to ensure that respondents answer to multiple questions are logical
  • Verifying claimed country location against IP address checking


GlobalWebIndex's proprietary GWIQ tag collects intelligence on client user bases and GlobalWebIndex respondents.

Noteworthy clients



  1. ^ Financial Times Blog, 4th October 2012
  2. ^ GlobalWebIndex,
  3. ^ IAB UK, Member Directory
  4. ^ The Telegraph, Teens drift away from 'traditional' social networks
  5. ^ Huffington Post, China Is Twitter's Most Active Country (Despite It Being Banned There)
  6. ^ GlobalWebIndex, GlobalWebIndex Tour
  7. ^ GlobalWebIndex, GlobalWebIndex Research & Methodology
  8. ^ GlobalWebIndex, GlobalWebIndex Tour
  9. ^ GlobalWebIndex, Research & Methodology 2014 p.6

External links

  • GlobalWebIndex Website
  • GlobalWebIndex on Twitter
  • GlobalWebIndex on Google+
  • GlobalWebIndex on SlideShare
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