Understanding Wikimedia audiences in the United Kingdom to achieve knowledge equity
Methodology
- 15 minute online survey
- Fieldwork dates: 17th-23th June 2022
- Sampled to be representative of the UK online population on age, gender
- Age 18+
- 500 respondents representative of the UK Population on age and gender
- 1000 Boost interviews amongst Ethnic Minorities
Key Insights
- Overall, Wikipedia enjoys good awareness and usage
- Wikipedia has a youth issue in Japan
- The Black community, especially Black women, are disengaged
- LGBTQ community feel less represented, especially those who are non-white
- Overall women are generally positive, but have low usage and feel less represented
- Gen Z are less likely to be engaged vs. older groups
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/uk-profiles.png?w=430)
Usage and Awareness
- Younger audiences, and men, less aware of Wikipedia
- British women use Wikipedia less, with lower usage also among Black British
- Brits overall want more cooking content, with specific topic areas desired per community
- Young people more likely to not use because it doesn’t represent them, LGBTQ want different experience
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-01.png?w=1024)
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-02.png?w=1024)
Perception and Representation
- Black/ mixed ethnicity men feel more represented in UK media vs. Wikipedia
- British people generally feel there are right amount of articles for each community
- Black men and women least trusting that Wikipedia articles are fair & representative
- LGBTQ non-white community has more negative perceptions of Wikipedia, older people more positive
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-06.png?w=1024)
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-03.png?w=1024)
Editing
- Strong interest in editing, especially among younger people – Wikipedia should be leveraging this interest
- Interest driven by a passion for writing and sharing of knowledge
- A lack of skill and time the greatest barriers to editing on Wikipedia
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-05.png?w=1024)
![](https://wikimediafoundation.org/wp-content/uploads/2023/06/UK_knowledge_equity-04.png?w=1024)
Help us unlock the world’s knowledge.
As a nonprofit, Wikipedia and our related free knowledge projects are powered primarily through donations.
Donate now![](https://wikimediafoundation.org/wp-content/uploads/2018/06/ArtAndFeminism_2017_Livrustkammaren_06-e1533254907593.jpg?w=1024)
Contact us
Questions about the Wikimedia Foundation or our projects? Get in touch with our team.
ContactFollow
![](https://wikimediafoundation.org/wp-content/uploads/2024/05/Mayree_Clark.jpg?w=643&h=483&crop=1)
The Wikimedia Endowment welcomes Mayree Clark as its newest Board member
The Wikimedia Endowment is delighted to welcome Mayree Clark as a new member of its Endowment Board. Mayree, a finance expert, will bring her extensive governance expertise to the Wikimedia Endowment, a nonprofit charitable organization providing a permanent safekeeping fund to support the Wikimedia projects in perpetuity.
![](https://wikimediafoundation.org/wp-content/uploads/2024/04/UN_DigitalCompact_Press_V2_PressRelease_HighRes.png?w=800&h=600&crop=1)
Carta aberta para proteger a Wikipédia e outros projetos de interesse público no Pacto Digital Global
Uma nova carta aberta da Fundação Wikimedia, a organização sem fins lucrativos que opera a Wikipédia e outros projetos Wikimedia, e afiliadas do Movimento Wikimedia ao redor do mundo, apela aos Estados Membros da ONU para protegerem a Wikipédia e outros projetos de interesse público no futuro Pacto Digital Global.
Photo credits
![](https://wikimediafoundation.org/wp-content/uploads/2024/05/Mayree_Clark.jpg?w=63)
![](https://wikimediafoundation.org/wp-content/uploads/2024/04/UN_DigitalCompact_Press_V2_PressRelease_HighRes.png?w=63)