Methodology

Connected consumer =  5,213 adults (aged over 18 years old) across five of the world’s largest advertising markets: Brazil (1,097), China (1,067), France (1,000), UK (1,035) and the US (1,014 interviews). Interviews were conducted by Lightspeed between 19th Oct - 14th Dec 2016.  Consumers must have had access to the internet via both a PC/laptop (at home or work) and a personally owned mobile device be that a smartphone or a tablet.

Leaders = depth interviews with 40 industry leaders based in Brazil (12), France (9), UK (12) and the US (7). 14 came from agencies (media & PR), 10 from advertisers, 9 from media owners, 7 from ad tech organisations and trade bodies