Knowledge Equity Research – UK

Methodology

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

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

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

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