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IndustryMarket Research, Advertising, Technology,
FounderThomas C. Smith
Area served
Key people
Thomas C. Smith
(Founder & CEO)
Sebastian Hedencrona
(Director, Global Revenue)
Alastair Little
(Director, Product & Marketing)
ServicesResearch & Consulting
OwnerTrendstream Limited

GlobalWebIndex is a market research company founded by Tom Smith in 2009 that provides consumer profiling data to publishers, media agencies and marketers around the world.[1] GlobalWebIndex profiles consumers across 45 countries with a panel of 22m 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 (later lift the ban on Facebook) – 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]

GlobalWebIndex combines the survey data from 22 million panelists with advanced analytics and data science to provide marketers with an insight. The tool collects data in demographics, online behavior, device access, media consumption, social media, and marketing touch points – after which it presents data through charts and graphs. The user-friendly data presentation web interfaces was developed by the software house Netguru.[4]

Core study[edit]

The ongoing GlobalWebIndex research study, which interviews over 550,000 internet users across the world each year across 4 waves of research each year.[5] Each respondent is questioned in detail, resulting in 35,000 data points for consumer profiling.[6]

Custom data[edit]

GlobalWebIndex's custom solution is used by marketers and advertisers to run customised surveys and projects using their panel of global consumers, giving them access to data tailored to their target audience.

GWIQ analytics[edit]

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

Brand data[edit]

The brand data is the latest addition to its range of services that provides insight into over 3,500 leading brands and can be used against the 35,000 data points of the core data set.


  1. ^ Financial Times Blog, 4 October 2012 Archived 13 November 2012 at the Wayback Machine
  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. ^ "Ember.js Development - Netguru". Retrieved 26 July 2018.
  5. ^ GlobalWebIndex, GlobalWebIndex Tour
  6. ^ GlobalWebIndex, GlobalWebIndex Research & Methodology