Australia & New Zealand
Market and Audience Insights
Insights & Impact Team | Comms | WMF | 06.2024
COUNTRY SLIDES -
AUSTRALIA
Global/local concerns
Base: All respondents (AU)
Q01. Which of the following are you most concerned about right now?
Global/local concerns
% stating the issues they are most concerned about (multiple choice)
Free Knowledge Movement
AU
Movements aware of
Base: All respondents (AU)
Q04. Which of the following social movements are you aware of?
Movements aware of (prompted)
% stating awareness of each movement
Free Knowledge Movement
AU
Threats to freely available knowledge
Base: All respondents (AU)
Q10. And which of the following do you feel are threats to having access to freely available information and knowledge?
Threats to having freely available information and knowledge
% stating each of the following as a threat to freely available information and knowledge
Free Knowledge Movement
AU
Aided awareness: WMF
Awareness for Wikimedia Foundation and other non-profits
Aided brand awareness (%) for Wikimedia Foundation and other non-profits
WMF Brand Health
Base: All respondents (AU)
Q13. Which of the following organizations or non-profits have you HEARD of?
Aided Awareness
17%
International Red Cross
83%
International Olympic Committee
69%
United Nations
77%
World Health Organization
80%
Save the Children International
64%
Amnesty International
61%
Bill & Melinda Gates Foundation
34%
World Wide Web Foundation
14%
Mozilla Foundation
10%
Open Knowledge Foundation
9%
Creative Commons
7%
AU
Brand attributes: WMF
Has a clear mission | |
Has a positive impact in the world | |
Good track record as trusted organization | |
Spends donations wisely | |
Has a positive impact in my country | |
Is open source and freely distributed | |
Supports creation & sharing of free info | |
Ensures people have free access to info | |
Improves my quality of life | |
Independent & free from undue influence | |
Transparent about how donations used | |
Mostly funded by small donors | |
You know who is funding/leading it | |
Brand attributes associated with each non-profit organizations
Bars are the percentage point difference from the average across all brands
WMF Brand Health
Brand Attributes
AU
Base: Those aware of each organization (AU)
Q23. Which of the following ATTRIBUTES do you ASSOCIATE with each of these organizations, if any?
Wikimedia
Foundation
United Nations
World Health Organization
Amnesty International
Brand values: WMF
Takes a clear position on advocacy issues | |
Represents, serves, & belongs to everyone | |
Takes a clear position on advocacy issues | |
Represents, serves, & belongs to everyone | |
Promotes collaboration in communities | |
Presents information from a neutral POV | |
Has similar values to me | |
Understands people like me | |
Brand values associated with each non-profit organizations
% difference from average for each brand value across non-profits
WMF Brand Health
Brand Values
Base: Those aware of each organization (AU)
Q24. Which of the following VALUES do you ASSOCIATE with each organization, if any?
AU
Wikimedia
Foundation
United Nations
World Health Organization
Amnesty International
Wikipedia brand funnel
| WIKIPEDIA | WIKIDATA | WIKIMEDIA COMMONS | ENCYCLOPEDIA BRITANNICA | YOUTUBE | QUORA | ||
NPS | -16 | 0 | +4 | -27 | +1 | -56 | +18 | -38 |
Use(%) | | | | | | | | |
Consider(%) | | | | | | | | |
Familiar(%) | | | | | | | | |
Aware(%) | | | | | | | | |
| TIKTOK | X (TWITTER) | YAHOO! | COURSERA | CHATGPT | GEMINI (BARD) | ||
NPS | –52 | –68 | –36 | -54 | -64 | –7 | -45 | -16 |
Use(%) | | | | | | | | |
Consider(%) | | | | | | | | |
Familiar(%) | | | | | | | | |
Aware(%) | | | | | | | | |
Base: All respondents (AU)
Wikipedia Brand Health
66%
52%
31%
26%
Total Funnel
AU
Wikipedia NPS
Net Promoter Score
The level of likely advocacy among users, reflecting the strength of the overall user experience.
Wikipedia Brand Health
+17.5 (22% / 39% / 39%) | Wikimedia Commons +4.2 (25% / 46% / 29%) | YouTube +1.3 (34% / 32% / 35%) | Wikidata 0.0 (27% / 45% / 27%) |
Coursera -6.9 (45% / 17% / 38%) | | Gemini (Bard) -16.0 (48% / 20% / 32%) | Enc. Britannica -26.9 (49% / 28% / 23%) |
-36.3 (56% / 25% / 20%) | -37.7 (55% / 27% / 18%) | ChatGPT -44.6 (63% / 20% / 18%) | TikTok -52.2 (68% / 17% / 15%) |
-54.2 (66% / 23% / 11%) | Quora -55.8 (68% / 19% / 13%) | Yahoo! -64.1 (73% / 18% / 9%) | X (Twitter) -68.1 (76% / 15% / 8%) |
Base: Respondents aware of each brand (AU)
Q46. How LIKELY is it that you would RECOMMEND the following websites or apps to a friend or colleague?
NPS
AU
-100
+100
Wikipedia |
-15.8 |
Promoters: 25% |
Passives: 35% |
Detractors: 41% |
Low NPS
Medium
High NPS
-100
0
30
100
Brand attributes associated with each website/app
Quality info available on various topics | |
Uses video | |
Uses images or photos | |
Written by knowledgeable people | |
The site/app is open source | |
Easy to use on desktop & mobile | |
Available in my language | |
Is well referenced and cited | |
Uses low bandwidth | |
Is always the top search result | |
Reliable, trustworthy, & always up to date | |
Free to use | |
Wikipedia Brand Health
Brand Attributes
Base: Respondents aware of brand (AU)
Q52. Which of the following do you ASSOCIATE with each brand, if any?
AU
|
Wikipedia
Wikidata
Wikimedia Commons
Encyclopedia Britannica
Degree of importance of brand attributes for each website/app
COUNTRY SLIDES -
NEW ZEALAND
Global/local concerns
Base: All respondents (NZ)
Q01. Which of the following are you most concerned about right now?
Global/local concerns
% stating the issues they are most concerned about (multiple choice)
Free Knowledge Movement
NZ
Movements aware of
Base: All respondents (NZ)
Q04. Which of the following social movements are you aware of?
Movements aware of (prompted)
% stating awareness of each movement
Free Knowledge Movement
NZ
Threats to freely available knowledge
Base: All respondents (NZ)
Q10. And which of the following do you feel are threats to having access to freely available information and knowledge?
Threats to having freely available information and knowledge
% stating each of the following as a threat to freely available information and knowledge
Free Knowledge Movement
NZ
Aided awareness: WMF
Awareness for Wikimedia Foundation and other non-profits
Aided brand awareness (%) for Wikimedia Foundation and other non-profits
WMF Brand Health
Base: All respondents (NZ)
Q13. Which of the following organizations or non-profits have you HEARD of?
Aided Awareness
14%
International Red Cross
85%
Save the Children International
73%
United Nations
80%
World Health Organization
84%
International Olympic Committee
68%
Amnesty International
63%
Bill & Melinda Gates Foundation
34%
World Wide Web Foundation
12%
Creative Commons
9%
Mozilla Foundation
8%
Open Knowledge Foundation
3%
NZ
Brand attributes: WMF
Has a positive impact in the world | |
Has a clear mission | |
Good track record as trusted organization | |
Supports creation & sharing of free info | |
Independent & free from undue influence | |
Is open source and freely distributed | |
Mostly funded by small donors | |
Has a positive impact in my country | |
Ensures people have free access to info | |
Spends donations wisely | |
Improves my quality of life | |
Transparent about how donations used | |
You know who is funding/leading it | |
Brand attributes associated with each non-profit organizations
Bars are the percentage point difference from the average across all brands
WMF Brand Health
Brand Attributes
NZ
Base: Those aware of each organization (NZ)
Q23. Which of the following ATTRIBUTES do you ASSOCIATE with each of these organizations, if any?
Wikimedia
Foundation
United Nations
World Health Organization
Amnesty International
Brand values: WMF
Is international | |
Is well known | |
Represents, serves, & belongs to everyone | |
Presents information from a neutral POV | |
Takes a clear position on advocacy issues | |
Promotes collaboration in communities | |
Has similar values to me | |
Understands people like me | |
Brand values associated with each non-profit organizations
% difference from average for each brand value across non-profits
WMF Brand Health
Brand Values
Base: Those aware of each organization (NZ)
Q24. Which of the following VALUES do you ASSOCIATE with each organization, if any?
NZ
Wikimedia
Foundation
United Nations
World Health Organization
Amnesty International
Wikipedia brand funnel
| WIKIPEDIA | WIKIDATA | WIKIMEDIA COMMONS | ENCYCLOPEDIA BRITANNICA | YOUTUBE | QUORA | ||
NPS | -17 | -80 | -17 | -45 | +9 | -73 | +34 | -24 |
Use(%) | | | | | | | | |
Consider(%) | | | | | | | | |
Familiar(%) | | | | | | | | |
Aware(%) | | | | | | | | |
| TIKTOK | X (TWITTER) | YAHOO! | COURSERA | CHATGPT | GEMINI (BARD) | ||
NPS | -62 | -70 | -38 | -62 | -67 | -30 | -45 | -35 |
Use(%) | | | | | | | | |
Consider(%) | | | | | | | | |
Familiar(%) | | | | | | | | |
Aware(%) | | | | | | | | |
Base: All respondents (NZ)
Wikipedia Brand Health
66%
52%
31%
26%
Total Funnel
NZ
Wikipedia NPS
Net Promoter Score
The level of likely advocacy among users, reflecting the strength of the overall user experience.
Wikipedia Brand Health
+34.1 (18% / 29% / 53%) | YouTube +9.3 (28% / 35% / 37%) | Wikimedia Commons -16.7 (44% / 28% / 28%) | |
-23.5 (48% / 28% / 24%) | Coursera -30.0 (47% / 37% / 17%) | Gemini (Bard) -35.0 (65% / 5% / 30%) | -38.5 (58% / 23% / 19%) |
Enc. Britannica -44.9 (57% / 30% / 12%) | ChatGPT -45.1 (61% / 23% / 16%) | TikTok -61.6 (75% / 13% / 13%) | -62.4 (71% / 21% / 8%) |
Yahoo! -66.5 (76% / 15% / 9%) | X (Twitter) -69.9 (79% / 11% / 9%) | Quora -72.8 (78% / 18% / 5%) | Wikidata -80.0 (80% / 20% / 0%) |
Base: Respondents aware of each brand (NZ)
Q46. How LIKELY is it that you would RECOMMEND the following websites or apps to a friend or colleague?
NPS
NZ
-100
+100
Wikipedia |
-17.3 |
Promoters: 27% |
Passives: 29% |
Detractors: 44% |
Low NPS
Medium
High NPS
-100
0
30
100
Brand attributes associated with each website/app
Quality info available on various topics | |
Uses video | |
Uses images or photos | |
Written by knowledgeable people | |
The site/app is open source | |
Easy to use on desktop & mobile | |
Available in my language | |
Is well referenced and cited | |
Uses low bandwidth | |
Is always the top search result | |
Reliable, trustworthy, & always up to date | |
Free to use | |
Wikipedia Brand Health
Brand Attributes
Base: Respondents aware of brand (NZ)
Q52. Which of the following do you ASSOCIATE with each brand, if any?
NZ
|
Wikipedia
Wikidata
Wikimedia Commons
Encyclopedia Britannica
Degree of importance of brand attributes for each website/app