03Introduction
06Key Insights
07Demographics and Lifestyles
10Device
14Social
17Entertainment
19Commerce & Brand Engagement
26More from GlobalWebIndex
Contents
GlobalWebIndex’s Social Grading Segmentation ranks respondents based
on their answers to a number of questions relating to their lifestyles,
professional lives and personal circumstances. Respondents in each
country are divided into five quintiles – with the 1st quintile containing
those of the highest social grade. Affluent Consumers are defined as the
1st quintile in each market. This means that Affluent Consumers scored
the most highly across characteristics relating to wealth, educational
achievement, working status, vacations, device ownership and car
ownership. For more information on GWI’s Social Grading Segmentation,
please download this document.
To re-create this audience access our Audience Builder on the Platform
GWI Audience reports examine the digital behaviors of a particular group – showcasing
trends over time as well as analyzing how the audiences in question compare to the
overall internet population. In this report, we place the spotlight on Affluent Consumers.
This report focuses on:
DEMOGRAPHICS AND LIFESTYLES | from their demographics to their attitudes and
interests, what are the defining characteristics of this group
DEVICE | what are the most important devices and device brands to this group, and
how do they access them
SOCIAL MEDIA USAGE| which social platforms do Affluent Consumers prefer and why
do they use them
ENTERTAINMENT| how much media does this group consume, online and offline Are
they downloading or streaming music and TV
COMMERCE & BRAND ENGAGEMENT| how many are shopping online each month
and how does this audience discover and interact with brands while online What can
brands do to appeal to an Affluent Consumer
Introduction
DEFINING AFFLUENT CONSUMERS
Name:Affluent Consumers
Social Grading Segmentation
1st Quintile
ADD AN ATTRIBUTE
Notes on Methodology
All figures in this report are drawn from GlobalWebIndex’s online research among internet
users aged 16-64. Please note that we only interview respondents aged 16-64 and our
figures are representative of the online populations of each market, not its total population.
OUR RESEARCH
Each year, GWI interviews over 350,000 internet users aged 16-64. Respondents
complete an online questionnaire that asks them a wide range of questions about their
lives, lifestyles and digital behaviors. We source these respondents in partnership with
a number of industry-leading panel providers. Each respondent who takes a GWI survey
is assigned a unique and persistent identifier regardless of the site/panel to which they
belong and no respondent can participate in our survey more than once a year (with the
exception of internet users in Egypt, Saudi Arabia and the UAE, where respondents are
allowed to complete the survey at 6-month intervals).
OUR QUOTAS
To ensure that our research is reflective of the online population in each market, we
set appropriate quotas on age, gender and education – meaning that we interview
representative numbers of men vs women, of 16-24s, 25-34s, 35-44s, 45-54s and 55-
64s, and of people with secondary vs tertiary education.
To do this, we conduct research across a range of international and national sources,
including the World Bank, the ITU, the International Labour Organization, the CIA Factbook,
Eurostat, the US Bureau of Labor Statistics as well as a range of national statistics sources,
government departments and other credible and robust third-party sources.
This research is also used to calculate the ‘weight’ of each respondent; that is,
approximately how many people (of the same gender, age and educational attainment)
are represented by their responses.
MOBILE SURVEY RESPONDENTS
From Q1 2017 on, GlobalWebIndex has offered our Core survey on mobile. This allows us
to survey internet users who prefer using a mobile or are mobile-only (who use a mobile
to get online but do not use or own any other device). Mobile respondents complete a
shorter version of our Core survey, answering 50 questions, all carefully adapted to be
compatible with mobile screens.
Please note that the sample sizes presented in the charts throughout this report may
differ as some will include both mobile and PC/laptop/tablet respondents and others will
include only respondents who completed GWI’s Core survey via PC/laptop/tablet. For
more details on our methodology for mobile surveys and the questions asked to mobile
respondents, please download this document.。