Panelbook | YouGov NordicUpdated: March 2013

What the world thinks

YouGov Nordic is a professional research and consulting organisation, pioneering the use of the Internet and information technology to collect high quality, in-depth data for market research and stakeholder consultation.

Through panel management expertise, flexibility and an innovative approach to recruitment, YouGov operates a panel of more than 160.000 members in the Nordic region and close to

3 million members worldwide representing all ages, socio-economic groups and other demographic types.

YouGov also specialises in growing and maintaining dedicated panels of specialist consumer and professional audiences and offers innovative and tailored market research solutions, quality service and insight that allow clients to make effective decisions about their business.

YouGov Denmark A/SBryggervangen 55, 12100 CopenhagenTel: +45 7027 2224www.yougov.dk

YouGov Denmark A/SAgtrupvej 51A, 16000 KoldingT: +45 7027 2224www.yougov.dk

YouGov Sweden ABHolländargatan 17 B111 60 StockholmTel: +46 8 41 00 58 10www.yougov.se

YouGov Sweden ABVästergatan 1211 21 MalmoeTel: +46 40 630 16 20www.yougov.se

YouGov Norway ASMøllergata 80179 OsloTel: +47 22 42 32 00www.yougov.no

YouGov Finland OyMyllypellontie 3 C 63 00650 HelsinkiTel: +35 8 40 772 2651www.yougov.fi

Contact us

Worldwide panels Size

USA 1,990,000

UK 432,000

Germany 195,000

Middle East & North Africa 426,000

Sweden 61,000

Denmark 64,000

Norway 32,000

Finland 28,000

France 75,000

Size of the panelThe size of the panel is essential as this is often an important factor in a sales situation. However, the size of the panel is not the only determining factor. A number of other factors also have an impact on the quality of the panel, e.g. the representativeness of the sample, the effective size of the panel and the composition of the panel. The percentage of inactive or unequally distributed respondents is also a relevant parameter.

The panel composition and the response rates have a direct impact on the results of a survey. Thus, if a large panel contains a limited number of respondents in a given target group, the effective size of the panel will be dramatically reduced. An active and effective panel improves by nature the possibilities of conducting high-quality research.

Monitoring the panelYouGov monitors the activity of the members on a regular basis to ensure an effective and active panel. RecruitmentIn order to ensure that the recruitment is as broad, diversified and exhaustive as possible, YouGov uses a wide range of different methods and sources of recruitment. These include on and offline advertisements, telephone recruitment, radio spots, MemberGetMember programs etc. 17 different methods of recruitment have been used in connection with the establishment of the panels. This recruitment strategy has been devised to ensure optimal diversity and quality and to minimise any distortions that could arise if we used only one or a few methods of recruitment.

A word on our panel

YouGov’s panel is monitored and maintained on a regular basis. The main difference between a database and an actively managed panel is that the panellists have taken an active and conscious decision to participate in online surveys on a regular basis. In consequence, the panellists will be more motivated to participate in surveys and submit personal, essential and precise information.

Recruitment channel

Offline Broad Online Broad

Telephone recruitment Banners, selected websites

TV ads Banner campaigns, run-of-site

Radio ads MemberGetMember program

Ads in national newspapers AdWords

Ads in local newspapers Facebook

Ads in magasines Permission based mailing lists

Addressed letters/postcards Links from other web sites

Sponsorships Emails from YouGov

Outdoor posters

In order to register with YouGov, each panel member completes a detailed profiling questionnaire and sets up an account name and password.

YouGov accumulates years of longitudinal data on its panel, it becomes ever more sophisticated in its ability to gain the most insight out of data and to understand the significance of trends as they develop.

A vast array of accumulated consumer behaviour data on tens of thousands of panel members also permits forensic sampling.

Upon recruitment approx. 30 background variables are collected. During the membership (lifetime) additional background data will be added.

Background data

Standard background data:(Available for all respondents)

• Age

• Gender

• Geography

• Occupation

• Education

• Marital status

• Household composition

• Age of children in household

• Personal income

• Household income

• Housing situation

• Internet access

• Internet use

• Car ownership

Additional background data:(Available for significant portion of respondents)

• Media use

• Newspapers, magazines, TV

• Decision maker (work)

• Acquisitions and budgetary decisions

• Member of management/middle management

• Number of employees in work organization

• Frequent air travel

• Financial institution

• Brand of car

• Health history (examples):

• Migraine

• Asthma

• Arthritis

• Blood pressure

• Allergies

• Psoriasis

• Indigestion

• Incontinence

• Heartburn

• Heart and circulatory ailments

Country dataPopulation: 5,543,4530-14 years: 17.6%15-64 years: 65.3%65 years +: 17.1%GDP per capita: $37,700Daily internet usage: 76%E-mail usage: 94%Source: CIA - The World Factbook & Statistics Denmark

YouGov Panel DenmarkPanel size: 63.888

Denmark - Total Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Region Hovedstaden 2.358 4.671 5.212 3.427 1.972 1.133 18.773

Region Sjælland 1.109 1.505 2.145 1.850 1.309 686 8.604

Region Syddanmark 2.307 3.195 3.197 2.794 1.751 878 14.122

Region Midtjylland 2.652 3.779 3.634 2.880 1.924 859 15.728

Region Nordjylland 1.067 1.641 1.501 1.271 781 400 6.661

Total 9.493 14.791 15.689 12.222 7.737 3.956 63.888

Denmark - Men Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Region Hovedstaden 792 1.611 2.124 1.359 812 643 7.341

Region Sjælland 390 522 822 729 586 411 3.460

Region Syddanmark 807 1.167 1.248 1.127 796 524 5.669

Region Midtjylland 970 1.370 1.461 1.181 890 553 6.425

Region Nordjylland 401 622 618 478 371 242 2.732

Total 3.360 5.292 6.273 4.874 3.455 2.373 25.627

Denmark - Women Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Region Hovedstaden 1.566 3.060 3.088 2.068 1.160 490 11.432

Region Sjælland 719 983 1.323 1.121 723 275 5.144

Region Syddanmark 1.500 2.028 1.949 1.667 955 354 8.453

Region Midtjylland 1.682 2.409 2.173 1.699 1.034 306 9.303

Region Nordjylland 666 1.019 883 793 410 158 3.929

Total 6.133 9.499 9.416 7.348 4.282 1.583 38.261

Sweden - Total Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Stockholm 1.938 3.753 2.843 2.420 1.415 704 13.073

Norra mellersta Sverige 1.741 2.923 2.401 2.337 1.389 655 11.446

Norra Sverige 1.175 2.027 1.672 1.611 978 429 7.892

Södra mellersta Sverige 2.666 4.717 3.622 3.196 1.946 907 17.054

Skåne, Halland och Blekinge 1.614 2.945 2.408 2.295 1.501 705 11.468

Total 9.134 16.365 12.946 11.859 7.229 3.400 60.933

Sweden - Men Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Stockholm 779 1.524 1.193 985 611 394 5.486

Norra mellersta Sverige 608 1.140 1.027 911 583 392 4.661

Norra Sverige 413 720 645 633 426 241 3.078

Södra mellersta Sverige 1.031 1.871 1.497 1.260 865 557 7.081

Skåne, Halland och Bleking 643 1.124 1.000 909 684 440 4.800

Total 3.474 6.379 5.362 4.698 3.169 2.024 25.106

Sweden - Women Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Stockholm 1.159 2.229 1.650 1.435 804 310 7.587

Norra mellersta Sverige 1.133 1.783 1.374 1.426 806 263 6.785

Norra Sverige 762 1.307 1.027 978 552 188 4.814

Södra mellersta Sverige 1.635 2.846 2.125 1.936 1.081 350 9.973

Skåne, Halland och Bleking 971 1.821 1.408 1.386 817 265 6.668

Total 5.660 9.986 7.584 7.161 4.060 1.376 35.827

Country dataPopulation: 9,103,7880-14 years: 15.4%15-64 years: 64.8%65 years +: 19.8%GDP per capita: $41,700Daily internet usage: 76%E-mail usage: 92%Source: CIA - The World Factbook & Statistics Denmark

YouGov Panel SwedenPanel size: 60.933

Norway - Total Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Oslo og Akershus 1.446 2.710 1.673 727 367 180 7.103

Rest Østland 1.355 1.609 1.223 750 429 224 5.590

Sørlandet 1.041 1.296 945 627 395 211 4.515

Vestlandet 1.938 2.627 1.534 832 426 220 7.577

Trøndelag/Nord-Norge 1.695 2.248 1.302 755 342 167 6.509

Total 7.475 10.490 6.677 3.691 1.959 1.002 31.294

Norway - Men Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Oslo og Akershus 600 991 720 334 205 134 2.984

Rest Østland 569 592 494 313 214 155 2.337

Sørlandet 441 495 387 303 226 153 2.005

Vestlandet 785 1.018 683 395 238 169 3.288

Trøndelag/Nord-Norge 687 875 562 373 204 118 2.819

Total 3.082 3.971 2.846 1.718 1.087 729 13.433

Norway - Women Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Oslo og Akershus 846 1.719 953 393 162 46 4.119

Rest Østland 786 1.017 729 437 215 69 3.253

Sørlandet 600 801 558 324 169 58 2.510

Vestlandet 1.153 1.609 851 437 188 51 4.289

Trøndelag/Nord-Norge 1.008 1.373 740 382 138 49 3.690

Total 4.393 6.519 3.831 1.973 872 273 17.861

Country dataPopulation: 4,707,2700-14 years: 18%15-64 years: 66%65 years +: 16%GDP per capita: $55,300Daily internet usage: 81%E-mail usage: 92%Source: CIA - The World Factbook & Statistics Denmark

YouGov Panel NorwayPanel size: 31.294

Finland - Total Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Etelä-Suomi (South) 2.310 4.407 3.488 2.439 1.332 489 14.465

Länsi-Suomi + Ahvenanmaa (West) 1.211 2.480 1.606 1.010 569 167 7.043

Itä-Suomi (East) 560 1.018 535 462 225 64 2.864

Pohjois-Suomi (North) 583 1.146 713 451 243 68 3.204

Total 4.664 9.051 6.342 4.362 2.369 788 27.576

Finland - Men Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Etelä-Suomi (South) 839 1.499 1.426 1.004 591 274 5.633

Länsi-Suomi + Ahvenanmaa (West) 437 828 675 401 244 103 2.688

Itä-Suomi (East) 181 350 218 172 105 41 1.067

Pohjois-Suomi (North) 204 409 284 179 110 39 1.225

Total 1.661 3.086 2.603 1.756 1.050 457 10.613

Finland - Women Age group15-24 25-34 35-44 45-54 55-64 65+ ∑

Etelä-Suomi (South) 1.471 2.908 2.062 1.435 741 215 8.832

Länsi-Suomi + Ahvenanmaa (West) 774 1.652 931 609 325 64 4.355

Itä-Suomi (East) 379 668 317 290 120 23 1.797

Pohjois-Suomi (North) 379 737 429 272 133 29 1.979

Total 3.003 5.965 3.739 2.606 1.319 331 16.963

Country dataPopulation: 5,262,9300-14 years: 16%15-64 years: 66.2%65 years +: 17.8%GDP per capita: $36,500Daily internet usage: 72%E-mail usage: 89%Source: CIA - The World Factbook & Statistics Denmark

YouGov Panel FinlandPanel size: 27.576