Suzy has integrated with Cint to provide access to survey respondents in 16 new global markets. As part of this product release, we have developed an E-Coverage Index system to provide Suzy clients with guidance and insight into the Internet usage characteristics within these 16 markets. This also includes a brief description of how conditions within these markets impact the representativeness of online samples and the implications this has for interpretation of survey results obtained from online samples.
Since Suzy already provided access to respondents in the United States prior to this launch, we have applied United States’ benchmarks pertaining to Internet usage penetration and the prevalence of mobile cellular and fixed broadband subscribers within the United States to provide a point of reference that is familiar to current Suzy clients, and to provide a tiered framework applicable toward describing how other markets compare. For a deep dive into the methodologies used to create our benchmarks, please click here.
Using Suzy’s E-Coverage Index, we have devised 3 groupings of markets to better convey representativeness of online sampling within our global market offerings. Below is a list of countries within each tier, along with a brief summary of what to expect in terms of representativeness when running research in these markets.
Group 1 Markets: Australia, Canada, Germany, Netherlands, United Kingdom, United States
Group 1 markets generally have high Internet usage and fixed broadband service subscribership that equal or at some times surpass the US levels. Online samples collected within these markets are generally indicative of the attitudes, behaviors and opinions of a comfortable and established middle class, including lower-middle class and upper-middle class consumers. For an in depth analysis of Group 1 markets, please click here.
Group 2 Markets: France, Italy, Spain, Russia
Group 2 markets tend to have moderate levels of internet usage and fixed broadband service subscribership. Due to these limitations, there are some notable barriers within these markets that create gaps in representativeness, namely divides in region and less representation among elderly populations. For an in depth analysis of Group 2 markets, please click here.
Group 3 Markets: Brazil, China, India, Malaysia, Mexico, Nigeria, Thailand
Group 3 markets have low levels of internet usage and fixed broadband service subscribership. Because of these limitations, online samples collected in these markets primarily consist of younger age groups (50 and under), those based in major metropolitan/urban centers, and from the higher ends of a country’s socioeconomic spectrum. For an in depth analysis of Group 3 markets, please click here.