11.1. Detailed methodologies
United States and Australia survey methodology
US data weighting
Survey results for the US were weighted by age, gender and income using data extracted from the American Community Survey’s five-year data, collected from ~120,000 households. This is widely considered a reliable source of US demographic data. The data was weighted using iterative proportional fitting, a standard weighting procedure.
Australia data weighting
Survey results for Australia were weighted by gender and age group from the publicly available 2021 census data. The data was weighted using iterative proportional fitting, a standard weighting procedure.
United Kingdom survey methodology
11.2. Further information
For further information on this report, on Smart, or on our Keystone technology platform, contact [email protected], or visit www.smart.co.