Ipsos Global Trends


Ipsos Global Trends is an online survey across 23 major countries with around 400 questions – it covers a broad range of attitudes, behaviours and beliefs across the world for business, brands and governments. Ipsos update the survey every three years to examine changes.

Technical note

The 2017 Global Trends survey is an Ipsos survey conducted with 18,180 adults aged 16-64 (in the US and Canada 18-64) between 12 September and 11 October 2016. This is the second wave of the Global Trends survey – a previous version was run in 2013 with 20 countries and the report was published in 2014.

The survey was carried out online using the Ipsos Online Panel System in 23 countries – Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, India, Indonesia, Italy, Mexico, Japan, Peru, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America. The 2014 wave covered the same countries, except for Indonesia, Mexico and Peru.

Approximately 1000+ individuals were surveyed in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Spain, Great Britain and the United States of America. Approximately 500+ individuals were surveyed in Argentina, Belgium, Poland, Mexico, Peru, Russia, Saudi Arabia, South Korea, Sweden and Turkey.

In established markets with a higher level of internet penetration (more than 60% online), the results can be taken as representative of the general working age population. However, in emerging markets where internet penetration is lower, the results should be viewed as representative of a more urban, affluent and ‘connected’ population.

The results are weighted to ensure that the sample’s composition reflects that of the adult population according to the most recent country census data, and to provide results intended to approximate the sample universe. Total global data have not been weighted by population size, but are simply a country average.

Where results do not sum to 100, this may be due to computer rounding, multiple responses, or the exclusion of don’t knows or not stated responses. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

Certain questions were not asked in China, so where this is relevant, the base information on each chart refers to 22 countries and 17,180 adults.

How to read the charts

The charts showing data across all countries surveyed in our Global Trends survey are represented as follows in our report.

The solid horizontal bars represent the % who agree (a combination of ‘strongly agree’ and ‘tend to agree’) or disagree (a combination of ‘strongly disagree’ and ‘tend to disagree’), at a total level as well as by individual country.

Where trend data from our fieldwork undertaken in 2013 exists, this is represented by the vertical bars to give an indication as to whether agreement has gone up or down in the last three years.

Mexico, Peru and Indonesia are new to this study, which should be noted when comparing the global trend indicators.

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