Explore and analyze
how consumers think

The Statista Global Consumer Survey offers a global perspective on consumption and media usage, covering the offline and online world of the consumer. It is designed to help marketers, planners and product managers understand consumer behavior and consumer interactions with brands.

Explore now

With the Global Consumer Survey, Statista offers an intuitive expert tool to investigate and gain insight to consumer behavior, drawn from an exclusive, global survey.

  • more than 120,000 consumers

  • 28 countries

  • over 50 industries

  • over 1,400 brands

Industries and Topics
Countries
International Brands
Customized Target Groups
Do-it-yourself Analyses
New
Content Specials

More than 50 industries and topics

The Global Consumer Survey covers more than 50 industries and topics from the online and offline world.

Marketing & Social Media
  • Customer Journey
  • Social Media & Word of Mouth
  • Websites & Apps
Digital Media
  • Attitudes
  • Digital Music
  • Video on Demand
  • ePublishing
  • Video Games
Health
  • Health Care & Health Insurance
  • Pharmacy & Medication
  • eHealth
eServices
  • Ticket Bookings
  • Food Delivery
  • Online Dating
eCommerce & Retail
  • Shopping Behavior
  • Online Shopping
  • Food & Nutrition
  • Relevance of Brand, Price & Luxury
Mobility
  • Car Ownership & Purchase
  • Mobility Services
  • Smart Car Features
Smart Home
  • Ownership & Intention
  • Accommodation
Characteristics & Demographics
  • Demographics
  • Attitudes & Values
  • Consumption
  • Typologies
  • Etc.
Internet & Devices
  • Internet Usage & Attitudes
  • Mobile Internet Usage
Finance
  • Personal Finance
  • Banking & Financial Services
  • Online & Mobile Payment
Travel
  • Private & Business Travel
  • eTravel

Discover data on more than 1,400 international brands from 25 categories.

...and many more

Content Specials

In addition to the main study, exclusive additional survey data on interesting subtopics for custom analyses of industries and topics is offered. The topic-specific samples provide both a basic look and deep insights into specified markets.
The Content Specials are continually extended and cover topics including:

Customized target groups

Users can use a set of dimensions including demographics, living situation, internet & media usage, attitudes & values, and typologies to create custom target groups for analyses.

Demographics
  • Age
  • Gender
  • Ethnicity¹
  • Education
  • Household income
  • Profession
Living situation
  • Region²
  • Size of community
  • Type of community
  • Household size
  • Marital status
  • Children in household
Internet & Media
  • Frequency of private internet usage
  • Devices used for internet access
  • Advertising touchpoints
  • Social media activities
  • Media consumption
  • Brand awareness by categories
Life Values
  • Important life aspects
  • Typology
Segmentation/Typologies
  • Adopter types²
  • Purchase decision makers²
  • Brand-aware consumers
  • Customer satisfaction typology
¹ U.S. and UK only
² in the extended version only

Do-it-yourself Analyses

The Global Consumer Survey is accessible via an interactive online evaluation tool: users can carry out their own evaluation of the Global Consumer Survey data, select their own criteria to create cross tables and customize target groups.

Features
  • DIY online analyses
  • Cross-tabulation
  • Filtering and selection of specific target audiences
  • Export to CSV

28 countries covering 84% of the global GDP

The Global Consumer Survey was conducted in 28 countries. The basis version of the survey covers 73 dimensions and a minimum of 1,000 interviews per country. The extended version adds another 85 items to the survey and covers at least 10,000 interviews per country. The following 28 countries were covered:

    North America
    Latin America
    Europe
    Asia & Australia
    Africa
¹ Extended Survey
Access to the Global Consumer Survey

Use the benefits of our Enterprise Account to kickstart your research.
Not sure if your Account is eligible? Contact us!

What is the Global Consumer Survey?

In addition to our video, our product guide offers a detailed overview of how to work with the browser-based tool.

Release calendar

History
Future Updates

Last 30 days

European Football Benchmark: Serie A (Italy)

The first football survey that compares…

European Football Benchmark: Ligue 1 (France)

The first football survey that compares…

Content Special: GAFAMTAB

Google, Apple, Microsoft, Amazon, Facebook, Alibaba,…

Content Special: Media, Sport & Lifestyle (USA)

Survey results exploring attitudes, behaviors and…

Content Special: Eating & Drinking (USA)

Survey results delving into peoples eating…

European Football Benchmark: Primera División, La Liga (Spain)

The first football survey that compares…

No updates available

December

No scheduled updates

January

No scheduled updates

February

No scheduled updates

Methodology

Methodology

The Global Consumer Survey was conducted as an interactive online survey. The target population are internet users between 18 and 64 years of age. Fieldwork took place between November 2017 and January 2018. Respondents in each country were sampled according to representative quotas for age, gender and region¹.

Cint is the exclusive sample provider for the Global Consumer Survey. Essential to the Cint platform are the quality standards and controls built into its research-quality-focused processes. All of Cint’s systems and procedures comply with the requirements set forth in Cint’s certification to ISO 20252, which defines the requirements in a Quality Management System for organizations conducting market, opinion and social research².

Questionnaire of the Global Consumer Survey
The standardized questionnaire was prepared according to scientific standards and exclusively contains items of the type single and multiple response. The questionnaire was translated and localized either in its basis or extended version for every single country. It is organized in seven sections, containing an overall of 219 items. You can find more information on the content in the methodology description. Download the full English questionnaire here. Download questionnaire
More than 100 additional characteristics

In addition to the survey data, the Global Consumer Survey contains the most recent profiling data available for each respondent. Users can choose from more than 100 additional characteristics to build and analyze their custom target groups.

Work Life & Decision Making, e.g. field of expertise, professional position

Education, e.g. major at university

Household Situation, e.g. pet ownership, planned home improvements

Politics, e.g. political party, frequency of voting

Hobbies & Interest, e.g. sports activities

Retail & Purchase Behavior, e.g. purchase of children’s clothing

Food & Nutrition, e.g. frequency of fast food consumption

Consumer Electronics, e.g. ownership of electronic products

Smartphone, e.g. used smartphone features

Media Usage, e.g. preferred music genres

Video Gaming, e.g. time spent playing video games, types of video games

Vehicles, e.g. ownership of motorcycles

Finances & Insurances, e.g. insurance coverage, participation in stock trading

Health, e.g. usage of spectacles and hearing aids

Smoking, e.g. cigarette brands

Travel, e.g. preferred types of vacations, airlines flown with

Quality checks along the research path

Statista applied a consistent quality management to every step of the research process:

Panel quality
  • Quality management mechanisms by Cint, including quarantine times for respondents, continuous quality checks across different surveys, exclusion after repetitive bad survey behavior, etc.
Survey quality
  • Sample quotas on age, gender, and region¹
  • Mobile-optimized questionnaires (e.g. no grid-questions, limited number of items, etc.) with item randomization
Statista quality checks
  • Measures to ensure data quality included checks for speeders, straight liners and non-response, logic and repetition tests, open questions for bot-identification, etc.
  • Our work complies with the guidelines set by BVM/ADM (Germany) and ESOMAR
FAQs
General
Who can access the Global Consumer Survey?

The Global Consumer Survey can be activated for all Statista clients who have an Enterprise Account. Please log in to the platform as usual and then choose the “login” option for the Global Consumer Survey. You will be forwarded directly to the data. Not an Enterprise client yet? Please contact our Customer Service for personal advice.

Which topics are included in the Global Consumer Survey?

The Global Consumer Survey contains exclusive data on more than 50 industries and hot topics. Please find a detailed overview of all content here.

Can the data be downloaded?

You can easily download all your individual analyses as CSV files and start processing them right away. You will find the download button on the upper right corner of the table.

Will the Global Consumer Survey cover more countries in the future?

The Global Consumer Survey covers currently 28 countries. We will expand the content available for each country and the range of country as it is described in our release calendar.

Please find information on the extension plans towards further countries here.

Data & methodology
Which sources is the Global Consumer Survey based on?

The data of the Global Consumer Survey come from a worldwide online survey, which was exclusively carried out by Statista. In addition, there is a set of profiling questions that were answered by the respondents in previous surveys conducted by the panel provider, their number depends on the individual country.

Who was interviewed in the Global Consumer Survey?

The Global Consumer Survey contains data on more than 120,000 respondents worldwide. Conditions for participation were internet access and a registration for online survey participation. Quotas were applied on demographic characteristics in order to make sure that the samples were representative of the online population in the surveyed countries.

When were the data gathered?

The data were gathered betwen November 2017 and June 2018. Please find the exact survey periods for the individual countries here.

Technical questions & customer support
Can the data for different countries be directly compared?

It is always guaranteed that the data for individual countries are methodologically comparable. For direct comparisons of individual indicators in international context, please use the download function in the table you have generated. For an even quicker and easier use, we are going to directly combine the data on different countries in the future.

Who can I address if I have further questions on the content of the Global Consumer Survey?

For all support requests that refer to the provided data, please contact our Customer Service. Your inquiry will be directly forwarded to the responsible analysts and experts on our team, who will be able to provide you with comprehensive information concerning your request.

Who can I address if I have technical problems with the Global Consumer Survey?

If you have problems logging in to the Global Consumer Survey, please make sure that you are using your Enterprise Account. Only then will you have limitless access to all our exclusive data. For all other technical support requests, please contact our Customer Service. Your inquiry will be directly forwarded to the responsible IT experts, who will solve any technical issues as quickly as possible.

¹ in China according to representative quotas only for age and gender
² Please find more information on Cint’s quality standards here

Team

The Global Consumer Survey was developed by Statista’s Consumer and Business Insights Team of experienced market and social researchers. We follow scientific standards pertaining to the collection, analysis, and protection of data as well as the processing of personal information. All studies undergo strict quality control procedures before, during, and after the fieldwork phase.

  • Nicolas Loose
  • Ann-Kathrin Kohl
  • Léonie Brandt
  • Johanna Regenthal
  • Alexander Kunst
  • Jack Spearman
Head of Market Research, Strategic Market Insights

Nicolas Loose is in charge of the exclusive Statista surveys and the Consumer Market Outlook. He studied Communications and Strategic Planning at Berlin University of the Arts and Social Sciences at the Humboldt University of Berlin. After his studies he worked as a market researcher for customers in the FMCG and automotive industries and as Head of Market Research for AUTO BILD publishing group with Axel Springer publishing house.

Market Researcher

Ann-Kathrin Kohl studied Sociology at the University of Potsdam.

Prior to joining Statista, she was a project manager for quantitative market and opinion research at the German research institute INFO GmbH Markt- und Meinungsforschung.

Market Researcher

Léonie Brandt graduated in Communication Science at the University of Münster. In her studies she specialized in empirical research methods and statistical analyses.

Prior to joining Statista she worked in journalism and gained experience at several PR and market research agencies.

Market Researcher

Johanna Regenthal graduated in Business Psychology from the Fresenius University of Applied Sciences in Hamburg. She specialized in International Management and Personnel Psychology. As CBI's newest team member she has become a full part of Statista, after she had already supported the team for a year as a student assistant gaining experience in study design, set-up and analysis.

Senior Researcher

Alexander Kunst studied Sociology and Philosophy at the University of Hamburg, specializing in empirical methods and analytical philosophy.

Having worked on pharma and chemicals topics in Statista’s editorial team for several years, he has joined CBI and is now responsible for publishing CBI surveys as statistics on the Statista platforms.

Market Researcher

Jack Spearman studied Sociology at Kingston University in London, UK. After graduating, he went on to work at TNS and Ipsos in various project management and market research roles, where he developed his skills for over 7 years.

He moved to Hamburg in 2016 and prior to joining Statista he worked as a Patient Insight Manager at Clariness, where he helped lead the development of the company’s online survey offer.

Statista Research & Analysis

Are you looking for in-depth data or specific analyses that go beyond what the Statista platform or the Global Consumer Survey offer?

Our services include:
  • Online surveys, focus groups, and expert interviews
  • Data modeling for market sizing and forecasting
  • Desk research and company profiles
We would be happy to conduct preliminary research for you free of charge and to provide you with a non-binding offer.

Do you have any further questions?

We look forward to your inquiry

Access to the Global Consumer Survey

The Global Consumer Survey is part of the Statista Enterprise Account. Upon request we can tell you whether the Global Consumer Survey has been unlocked for your account.

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