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
At high risk of social and digital exclusion unless governments plan adequately for their needs, daily life is a struggle for this segment. Struggling Providers recognize that learning new skills is a way to gain a better job, but many lack the time, confidence and opportunity to do so. Critically, they lack access to technology, so have few technology skills. Struggling Providers rely heavily on public services, but think government fails to understand their lives and doesn’t do enough to help them. They would welcome more engagement with government to improve services.