Mobile Online

Brandwatch internal

All adults aged 18+ with access to an internet-enabled smartphone or tablet in the UK

A sample was selected from the general smartphone audience. Participants were invited to take part in the survey by showing them adverts in mobile apps. This method can be described as river sampling. The proportion of respondents recruited in a particular app is determined by the demographic of its users. This allows for the collection of representative samples.

2222

Responses were weighted to the profile of all UK adults aged 18+. Data was weighted by age, gender, region (NUTS-1 level), constituency type (county/borough) and education level. Age, gender and region weights are based on data from mid-year population estimates by the Office of National Statistics. Education levels were based on a combination of the Labour Force Survey and 2011 UK Census. County/borough constituency type information was based on data from researchbriefings.parliament.uk.

The computer tables attached in Excel format show each question, in full, in the order they were put to respondents, all response codes and the weighted and unweighted bases for all demographics and other data including but not limited that published.