Media diversity instead of simplicity
The Young & Rubicam Group conducted a study to determine which media are used most frequently for which topics.
The internet is the most important medium for the Swiss. This is shown by a study conducted by the Young & Rubicam Group. Under the leadership of Chief Strategy Officer Caspar Coppetti, the media usage behavior of 1,500 people in Switzerland was analyzed. The most important media brands, the credibility of various media and the popularity of media for entertainment and news were also examined. The "Media Use Index" study, which was conducted for the first time, is to be repeated annually.
What are the most important media brands for the Swiss personally? Among the under-29s, it is the social media platform Facebook with a share of 48.5%. People over 50, on the other hand, prefer SF 1 (with 50.4%). Among the young, 20 Minuten (42.2 percent approval) and Pro 7 (35.3 percent) follow, while among older people it is local radio (36.2 percent approval) and DRS 1 (32.3 percent). The analysis relates to German-speaking Switzerland.
When consumers are asked which channels they use for entertainment, current affairs, sport and product information, it is clear that the internet dominates in three out of four areas: Current affairs, sports information and product information. The Internet is most dominant in the search for product information: almost 80 percent of respondents use the Internet as their most frequent source of information. Only when it comes to entertainment is television still in first place: 54.4% of consumers prefer to be entertained by TV. Looking only at the under-20s, the Internet is already on a par with TV as an entertainment medium.
The sources from which consumers obtain information on products/services depend heavily on the product category. Advertising is most frequently used as a source of information for beauty and cosmetic products, fashion and food. In other words, products that tend to be classified as low-involvement and are impulse-driven.
Online comparison services are the first choice as a source of information for banks, insurance companies and health insurance providers. The customer advisor is the most important source of information for cars, furniture, over-the-counter medicines and sporting goods. In other words, where professional advice is important for consumers.
What are the most important media brands for the Swiss personally? Among the under-29s, it is the social media platform Facebook with a share of 48.5%. People over 50, on the other hand, prefer SF 1 (with 50.4%). Among the young, 20 Minuten (42.2 percent approval) and Pro 7 (35.3 percent) follow, while among older people it is local radio (36.2 percent approval) and DRS 1 (32.3 percent). The analysis relates to German-speaking Switzerland.
When consumers are asked which channels they use for entertainment, current affairs, sport and product information, it is clear that the internet dominates in three out of four areas: Current affairs, sports information and product information. The Internet is most dominant in the search for product information: almost 80 percent of respondents use the Internet as their most frequent source of information. Only when it comes to entertainment is television still in first place: 54.4% of consumers prefer to be entertained by TV. Looking only at the under-20s, the Internet is already on a par with TV as an entertainment medium.
The sources from which consumers obtain information on products/services depend heavily on the product category. Advertising is most frequently used as a source of information for beauty and cosmetic products, fashion and food. In other words, products that tend to be classified as low-involvement and are impulse-driven.
Online comparison services are the first choice as a source of information for banks, insurance companies and health insurance providers. The customer advisor is the most important source of information for cars, furniture, over-the-counter medicines and sporting goods. In other words, where professional advice is important for consumers.
