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Industry Market Research, Advertising, Technology,
Founded 2009
Founder Thomas C. Smith
Headquarters London
Area served
Key people
Thomas C. Smith
(Founder & CEO)
Sebastian Hedencrona
(Director, Global Revenue)
Alastair Little
(Director, Product & Marketing)
Services Research & Consulting
Owner Trendstream Limited

GlobalWebIndex is a technology company founded by Tom Smith in 2009 that provides audience profiling data to publishers, media agencies and marketers around the world.[1]

GlobalWebIndex profiles consumers across 40 countries with a panel of 18m connected consumers.[2]

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.[3]

Data Sources[edit]

GWI Core[edit]

The ongoing GlobalWebIndex research study, which interviews over 350,000 internet users across the world each year across 4 waves of research each year.[4] Each respondent is questioned in detail, resulting in 8,500 data points for consumer profiling.[5]

GWI Custom[edit]

GlobalWebIndex Custom is used by marketers and advertisers to run customised queries and projects with their survey panel of global consumers, giving them access to data tailored to their target audience.


The GWIQ solution is audience analytics for websites, platforms and campaigns that is used for audience targeting validation and to measure advertising campaign effectiveness.

GWI Brand[edit]

GWI Brand is the latest addition to its range of services that includes brand data on over 250 leading brands which can be used against the 8,500 data points of the Core dataset.


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