You asked, we listened: We now represent internet users aged 65+. Here’s a summary of which data sets, markets and waves feature respondents aged 65+, and what this means for you.
Which data sets represent internet users aged 65+
Which markets feature internet users aged 65+
Which markets are coming next?
How do I add/remove respondents aged 65+ and why might I want to?
What does all this mean for sample sizes?
Which data sets represent internet users aged 65+
- USA has always featured respondents 65+
- Core has featured respondents aged 65+ since Q1 2024 in select markets
- Core add-ons will start to feature respondents aged 65+ in select markets throughout 2024
Which markets feature internet users aged 65+
Currently, we field our surveys to respondents aged 65+ in the following markets:
- Canada
- Hong Kong
- Israel
- Japan
- Singapore
- UK
- USA
We don't field our surveys to respondents aged 65+ everywhere simply because it hasn't always been feasible everywhere. With our emphasis being on global data, we’ve previously opted to keep things consistent and drawn the line at 64 the world over. That first began to change when we launched GWI USA in 2020. Now, we’re representing internet users aged 65+ across an increasing number of markets and data sets.
Which markets are coming next?
Expanding coverage of 65+ to additional markets will depend on the availability of demographic data for our quotas and universes, fieldwork feasibility (i.e. can panels guarantee enough respondents from this group?) and, of course, sufficient demand from our users. We plan to add more countries in Q1 2025, with further market updates planned for Q1 each year.
How do I add/remove respondents aged 65+ and why might I want to?
In chart builder, you can switch between looking at just 16-64s and everyone aged 16+ by clicking “segment by” and scrolling to the bottom of the list to select either 16-64 or 16+.
In crosstabs, you can change the age range of your analysis by applying a base of people from the relevant age ranges. You can find this information in the “demographics” folder of the relevant data set.
You might want to do this when:
- Trending - if you’re comparing waves that don’t feature respondents aged 65+ with those that do, you might want to remove people aged 65+ from your analysis to keep things consistent
- Analysing data internationally - similar to the above, if you’re comparing data from markets that don’t feature respondents aged 65+ with those that do, you might want to filter out people aged 65+ for consistency
What does all this mean for sample sizes?
When we add respondents aged 65+ to a particular market, we adjust the distribution of our sample accordingly. For example, let’s say we interview 5,000 respondents in a particular market each wave: When we add respondents aged 65+ to the mix, we have to interview slightly fewer respondents aged 16-64 in order to accommodate them.
Thanks to our robust samples and comprehensive weighting schemes, the impact of this on the accuracy of results for younger age groups is limited. However, you may notice small decreases in the responses figures of younger audiences when trending data before and after the inclusion of respondents aged 65+.