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Millward Brown is one of the world’s top 10 consumer market research organizations with wholly owned operating companies in more than 40 countries. With more than thirty years of empirical learning, Millward Brown has built its business on measuring consumers' awareness, attitudes, and response to brands and advertising. We are a recognized innovator of global tracking studies.
Millward Brown has been a pioneer conducting and transitioning to online research in the US and UK as early as 1995. In the last few years, our ability to routinely conduct global online research for Fortune 500 clients has grown dramatically. We are now able to field custom online studies in a growing number of markets around the globe including most of the world's largest economies.
The goal of this proprietary study commissioned by Adobe Systems, Inc. is to track and compare Plug-In technology used to view content on the web. The survey presents respondents with several pages, each with a graphic image in a different media file format, and asks respondents to indicate whether or not they can see each image. Depending on which images the respondent is able to see we are able to identify which version of the plug-in technologies they have installed on their computer.
This multi-country study is conducted on a quarterly basis in the following 8 countries:
The study is conducted in several other countries including mainland China, South Korea, Russia, India, and Taiwan every other quarter.
All surveys are conducted in-language in each market. Only an American English version is fielded in Canada. Based on data from The Internet World Stats website, http://www.internetworldstats.com, the surveyed countries collectively represent 73% of the world’s internet users (not households) as of September 2009.
Research is conducted in each country using Lightspeed Research, a global partner supplier for Millward Brown. Both Millward Brown and Lightspeed are part of WPP's Kantar Group marketing research family of companies. Lightspeed Research is a leading provider of global online market research conducted over the Internet using proprietary US and international panels. For more information on Lightspeed and its panel see below.
Panelists are sent an e-mail directing them to Lightspeed's survey site via a URL. Incentives to complete each survey are provided as Lightspeed points, which all Lightspeed panelists receive for each survey completed according to survey length and complexity. This tracking study is considered a basic, short survey.
Respondents must be Adults 18+ and have access to an Internet connected computer.
The majority of respondents answer from their home computer; however, responses from respondents answering using a work computer are not excluded. A question is included in the survey to track whether the respondent is answering on a home computer or a work computer.
| Sample Sizes (Per Wave): | |
|---|---|
| Country | Sample Size |
| United States | 600 |
| Canada | 350 |
| United Kingdom | 350 |
| France | 350 |
| Germany | 350 |
| South Korea | 350 |
| China | 350 |
| Russia | 350 |
| India | 350 |
| Taiwan | 350 |
| Australia | 350 |
| New Zealand | 350 |
The following details the age and gender quotas per country employed to get samples representative of the Internet connected population in each country by age and gender.
| Country | Male | Female | 18-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|
| US | 49% | 51% | 17% | 26% | 23% | 20% | 14% |
| UK | 55% | 45% | 13% | 28% | 27% | 20% | 12% |
| Canada | 51% | 49% | 16% | 30% | 25% | 18% | 11% |
| France | 60% | 40% | 18% | 33% | 23% | 16% | 10% |
| Germany | 61% | 39% | 15% | 31% | 28% | 18% | 8% |
| China | 56% | 44% | 38% | 45% | 12% | 3% | 2% |
| Japan | 58% | 42% | 10% | 35% | 33% | 16% | 6% |
| Korea | 54% | 46% | 9% | 42% | 36% | 11% | 2% |
| Russia | 52% | 48% | 30% | 41% | 19% | 7% | 2% |
| India | 53% | 47% | 33% | 38% | 17% | 8% | 4% |
| Taiwan | 55% | 45% | 27% | 46% | 23% | 3% | 0% |
| Australia | 50% | 50% | 16% | 26% | 23% | 18% | 17% |
| New Zealand | 50% | 50% | 11% | 25% | 27% | 22% | 15% |
These allocations are based on a reconciliation of reported statistics for each country from a variety of sources including eMarketers, comScore Media Metrix, Market Foundation and Lightspeed's own data on their panel compositions as well as Millward Brown's own online international research experience.
| Margins of Error | |
|---|---|
| Country | Margin of Error |
| United States | +/- 3% |
| Canada | +/- 5% |
| United Kingdom | +/- 5% |
| France | +/- 5% |
| Germany | +/- 5% |
| South Korea | +/- 5% |
| China | +/- 6% |
| Russia | +/- 5% |
| India | +/- 5% |
| Taiwan | +/- 5% |
| Australia | +/- 5% |
| New Zealand | +/- 5% |
All Margins of Error are calculated at the 95% confidence level.
Reported Worldwide and/or Regional figures are based on a weighting scheme that accounts for both internet penetration and population density. The total number of internet users per country has been reflected as a percentage of the study's total online universe (composed of all the surveyed countries). The weights ascribed based on this figure are not straight internet penetration- e.g. while the US and the UK share broadly similar levels of internet penetration, this weighting scheme assigns a heavier weight to the US than to the UK in the reported Worldwide and/or Regional figures, due to the US's larger population size.
The reported Worldwide figures incorporates all markets covered to date. The Mature Market figures are based on the US, UK, Canada, France, Germany, Japan, Australia and New Zealand. The weightings employed for the Mature Market figures have been amended to include only this set of countries. The Emerging Market figures are based on data collected from South Korea, China, Russia, India, and Taiwan, with weights adjusted accordingly.
The weighting scheme will be reviewed for each wave, the respective weight of each country determined by the total internet user figure quoted on The Internet World Stats website, http://www.internetworldstats.com. Worldwide and/or Regional figures are representative to the extent that the data is representative of each of the countries surveyed. That data is representative according to the reported sample sizes and corresponding margins of errors in each country as described above.
Lightspeed Research is a leading provider of global online market research conducted over the Internet using proprietary US and international panels. Lightspeed uses advanced Web technology and back-end databases to manage the registration of panelists’ views and attitudes.
Lightspeed maintains rigorous standards about who qualifies to become a member of its panels. They verify the identity and demographic information of our respondents through our unique recruiting structure. Further, each panelist chooses a unique password when they register. In addition, they ask each prospective panelist to complete an extensive background questionnaire, providing great detail on each member.
Panelists are recruited from multiple sources such as RDD, in-person interviews, Web partners, as well as banner ads. 100% of Lightspeed Research’s panel members have opted to participate in the panel. While all Lightspeed Research panelists have completed registration data consisting of 14 demographic variables, Lightspeed Research takes an extra step to re-validate this information. This important re-validation process continues as Lightspeed Research recruits panelists on an ongoing basis to account for attrition, and to increase the size of the panel.
GMI offers an integrated platform of powerful online market research tools that includes online survey software, online panel management capabilities, web survey hosting and survey programming services. With offices in 17 countries on 6 continents, and a consumer panel of 5.5 million people in over 200 countries, GMI is a strategic partner for international online research for Lightspeed and Millward Brown.
GMI panels comprise the following:
| Panel counts | Panel | |
|---|---|---|
| US | 2,900,000 | Lightspeed |
| UK | 110,000 | Lightspeed |
| Canada | 320,000 | Lightspeed |
| France | 142,000 | Lightspeed |
| Germany | 120,000 | Lightspeed |
| China | 1,183,319 | GMI |
| Japan | 488,577 | GMI |
| Korea | 201,809 | GMI |
| Russia | 70,831 | GMI |
| Taiwan | 45,000 | GMI |
| India | 83,049 | GMI |
| Australia | 276,000 | GMI |
| New Zealand | 43,000 | GMI |
Copyright © 2010 Adobe Systems Incorporated. All rights reserved.
Use of this website signifies your agreement to the Terms of Use and Online Privacy Policy (updated 07-14-2009).
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