The Swiss don't want smartwatches
MEDIA USE This year, smartphones—rather than smartwatches—are likely to be found under Swiss Christmas trees. Tablet PCs are particularly popular among the more highly educated. These findings are based on figures from the MA Strategy 2015 report.
Only 1 percent of all Swiss people own a smartwatch.A lot is currently being written about smartwatches, but they are still hardly widespread in Switzerland. Only 1% of the Swiss people surveyed stated that they own such a high-tech watch. The typical smartwatch wearer is male and under 55 years old. Women who own a smartwatch are still a rarity. 41% of the Swiss population already own a tablet PC in their household. Compared to the population as a whole, people who regularly use a tablet read newspapers and magazines from the business press, the sports press and the regional daily press on paper more often than average.96% of respondents state that they own a cell phone. Of these, two thirds have a smartphone. These devices are particularly popular among young people and the highly educated.Apple is the most popular brandThe Swiss are more likely to find a smartphone under the Christmas tree than a smartwatch. 33% of respondents said that they want to buy a cell phone for themselves or others in the next 12 months, while only 5% are considering buying a smartwatch.Apple is the most popular brand among smartphones. 34% of respondents said that if they were to buy a cell phone today, they would choose a model from this manufacturer, followed by Samsung with 33%.Data basis: MA Strategy 2015 studyThe data was published today as part of the WEMF Intermedia Study MA Strategy. The study enables advertisers to find out which media genres or mix of genres they can best reach their target group with. The target group can be defined according to socio-demographic characteristics as well as consumer characteristics.
