Google Research

Web Coverage in the UK and its Potential Impact on General Population Web Surveys

Web surveys for the general population: How, why and when?, 25-26 February 2013. Institute of Education, London (2013)


Mario Callegaro (Google UK) provided some data on internet access in the UK and the digital divide. He concluded that the UK internet access is steadily increasing and is likely to soon reach a level of almost universal coverage. But high coverage does not imply that everyone with access would be capable or willing to take part in web surveys. Furthermore, internet access is becoming mobile (e.g. Smartphone) and respondents are using a wide variety of devices to answer web surveys. Making web surveys

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