Here you'll find a definition of each of the following metrics:
Audience %
The audience % tells you the proportion of your audience that matches with a given data point. It's calculated based on the universe sizes' figures and shows an average across all selected markets and waves.
Example:
46.1 % of female US internet users between the ages of 25-34 are comfortable talking about their mental health.
Audience: Female, Aged 25-34
Market(s): USA
Wave(s): Q2 2021
Attribute: Attitudes, Self-Perceptions
Data point %
The data point % tells you the contribution that your audience makes to a given data point. For instance, a data point % of 100 means that everyone who matches with that data point is included within your audience. It's calculated based on the universe sizes' figures and shows an average across all selected markets and waves.
Example:
11.9% of US internet users that are comfortable talking about their mental health are female and aged 25-34.
Audience: Female, Aged 25-34
Market(s): USA
Wave(s): Q2 2021
Question: Attitudes, Self-Perceptions
Universe
The universe tells you how many real-world people are in a given group. Note that the universe shows an average across all selected markets and waves.
Example:
There are an estimated 10.54 million female US internet users between the ages of 25-34, who are comfortable talking about their mental health.
Audience: Female, Aged 25-34
Market(s): USA
Wave(s): Q2 2021
Question: Attitudes, Self-Perceptions
Index
The index tells you how much more or less likely your audience is to match with a given data point compared to the base audience.
The numerical distance from 100 shows the percentage difference compared to the base. For example, an index of 110 means that your audience is 10% more likely than the base audience to match with a given data point.
Unless you apply a more specific base audience, the base will be the total universe represented by the data set you're using. For example, if you're using GWI Core, the base audience will be internet users aged 16-64. The index shows an average across all selected markets and waves.
Click here to find out more about the index and how it's calculated.
Example:
Female internet users between the ages of 25-34 in the US have an index score of 105.5. This means that female internet users between the ages of 25-34 in the US are 5.5% more likely to be comfortable talking about their mental health. Meanwhile, with an index of 92.1, male internet users between the ages of 25-34 in the US are 7.9% less likely to be comfortable talking about their mental health.
Audience: Female, Aged 25-34; Male, Aged 25-34
Market(s): USA
Wave(s): Q2 2021
Question: Attitudes, Self-Perceptions
Responses
The responses figure tells you how many people from our sample selected a given data point.
Note that the responses figure shows the aggregated total across all selected markets and waves.
Example:
In Q2 2021 we interviewed 1.36k female US internet users aged 25-34 who said they were comfortable talking about their mental health.
Audience: Female, Aged 25-34; Male, Aged 25-34
Market(s): USA
Wave(s): Q2 2021
Question: Attitudes, Self-Perceptions
