KN Panel Expansion Update:
KN Adds Hispanics, Young Adults

In 2011, Knowledge Networks will increase its representation of Hispanics by more than 40%, and more than double the number of young adults (ages 18 to 24) on KnowledgePanel®. Thanks to this increased online survey capacity, clients using KnowledgePanel® and KnowledgePanel LatinoSM will have more statistical power for studies of the entire U.S. and its subpopulations, including these two key groups.

Hispanics — who are among the most in-demand and difficult-to-reach populations for research — will represent 14.6% of KnowledgePanel® adult 18+ population, in keeping with the latest 2010 Census Bureau estimate of 14.2% of adults released March 2011. The percent of Hispanics of all ages in the U.S. population is now at 16.3%.

With KnowledgePanel Latino, KN has recruited a statistically balanced panel covering 93% of the Latino population including Spanish dominant, English dominant, and bilingual persons – as well as those the opt-in panels always miss: the 46% of the Latino population who did not have access to the Internet at home prior to joining the panel.

With the panel expansion, young adults will account for about 9.4% of KnowledgePanel in 2011; the Census Bureau's January 2011 estimates said that this group made up 12.8% of the total U.S. adult population.

As the recognized industry leader in probability-based online surveys, Knowledge Networks is carrying out the panel expansion using probability-based sampling. KN will sample young adults using ABS exclusively; for Hispanics, KN will replace the use of surname lists with probabilistic sampling methods (ABS sampling supplemented with RDD sampling).

Click here to learn how KN’s ABS recruitment finds the audiences
you need to reach.