Technical notes about the Connected Citizens study
These profiles are a representation of what a typical member of each segment might look like, based on the data from the EY Connected Citizens survey, constructed to illustrate some of the key characteristics of the segment. The Connected Citizens survey was carried out by Ipsos MORI for EY between July 2020 and September 2020. Interviews took place online with 12,100 participants of working age across 12 countries. Quotas were set by age, gender, region and working status in order to achieve a representative sample in each country. Data was weighted by age, gender, region, working status and education to correct for imbalances in the national samples. As the survey was carried out online, samples in emerging markets are likely to be more urban, educated and connected than the overall population. All surveys are subject to a wide range of potential sources of error.
Meet the rest of our Connected Citizen personas below
Capable Achievers are potential early adopters for digital government services. They are pragmatic technophiles, using technology to improve speed and ease of access to services. They are happy to embrace digital innovation that offers them direct benefits. While this group comprises mainly high and medium-high income groups, many still have financial concerns – especially about income in retirement. Capable Achievers trust governments to use their data appropriately, but they worry about it getting into the wrong hands and support greater regulation of “big tech.”