06 Methodology



This study is based on online, representative public opinion surveys conducted by Barna Group. A total of 15,369 respondents ages 18 to 35 across 25 countries were surveyed between December 4, 2018 and February 15, 2019. Sample distribution based on continent and country are shown below.

North America

  • United States (2,000)
  • Canada (1,000)


  • South Africa (750)
  • Nigeria (512)
  • Kenya (300)
  • Ghana (462)


  • South Korea (500)
  • India (500)
  • Philippines (250)
  • Indonesia (500)
  • Singapore (500)
  • Malaysia (250)
  • Taiwan (300)

Latin America

  • Mexico (500)
  • Brazil (1,005)
  • Chile (300)
  • Colombia (300)


  • United Kingdom (1,100)
  • Germany (1,001)
  • Spain (500)
  • Austria (500)
  • Switzerland (500)
  • Romania (251)


  • Australia (1,021)
  • New Zealand (567)

Unless otherwise noted, all data referenced in The Connected Generation were collected by Barna, among a nationally representative sample of the population identified. For this study, Barna relied on online collection methods, including mobile phone users.

The study used online national consumer panels that are representative by age, gender, region and ethnicity. Respondents were fully verified by the representative sample sources. Additionally, quality control measures checked that respondents were completing the survey at an appropriate pace and paying attention to the questions asked.

The survey was offered in nine different languages, (English, French, Portuguese, Spanish, German, Romanian, Korean, Indonesian and Taiwanese), translated by a trusted translation service and verified by local partners in every country for context-specific nuance.

Based on the U.S. Census Bureau’s International Data Base, the CIA World Fact Book and available census data from the U.S., Canada, Mexico, Chile, South Africa, Nigeria, Kenya, the UK, Germany, Spain, Austria, Switzerland, Romania, Australia, New Zealand, South Korea, India, Philippines and Singapore, quotas were designed to ensure the final group of adults interviewed in the study reflected each country’s distribution of adults nationwide based on age, gender, ethnicity and region. Online surveys necessitate literacy and an internet connection, which means the sample reflects adults who have those capabilities and does not reflect those who are unable to read or lack connectivity to respond to online surveys. Thus, in spite of a robust methodology, this sample is not meant to be representative of entire national populations, regions, continents or the world. The countries selected for this study were based on countries and regions where Barna and World Vision receive frequent requests for research-based insights. These and other concerns or limitations were respectfully considered while interpreting the data.

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