Digital natives prefer to follow mega brands and funny Swiss accounts
How do young Swiss people use digital media? The Zurich-based agency Jim & Jim conducted a study to find out which apps are indispensable for young Swiss people, what kind of social media content appeals to them, which companies, brands, and influencers they prefer to follow, and what the absolute no-gos are.
The study provides insights into the digital behavior of the younger generations, which are of great importance for target group-oriented digital marketing.
"WhatsApp" indispensable, Facebook now also "out" with millennials
What would a smartphone be without apps? And which apps are so important to young Swiss people that they are considered indispensable? Almost 80 percent of all respondents would not want to do without WhatsApp. The messenger service is the undisputed number one. The most popular social media platforms include Instagram (44%), YouTube (35%) and Snapchat (22%). Spotify is in third place (36%). Newer platforms such as TikTok were still in their infancy at the time of the survey and were only described as indispensable by 2% of the sample. Current figures suggest that the popularity of TikTok is growing rapidly.
Unfollowing for irrelevant content
For companies, brands and influencers, the same question arises time and again: What kind of content do young Swiss people actually want to see? Young Swiss people clearly like funny content. This is also reflected in the mentions of the most popular companies, brands and influencers on social media. Meme platforms such as 9gag, Swissmeme and Izzy Magazine are in the top 10, with the first three places going to international mega brands such as Nike, Apple and Adidas.
There is also a very clear social media etiquette. Racist and violence-glorifying content is a no-go. Too much advertising and unnecessary, "bad" content are also usually acknowledged with a unfollow. Therefore, every company must always consider what type of content could be relevant for its target group.
In which direction is the trend heading?
Current and future trends are often difficult to put into words. According to the study by Jim & Jim, the trend is moving in four directions: The future will be green, sporty, fun and (inter)national. Young Swiss people are keen on environmental protection and sustainability, like to have fun - for example with memes -, enjoy sports and like to travel. These trends are important cornerstones in the strategic orientation of corporate communication and target group-oriented employer branding.
This study on millennials and Gen Z is based on an explorative mix of methods. Open questions are evaluated with the help of artificial intelligence. A total of 1117 young Swiss born between 1990 and 2004 were surveyed on selected topics such as social content, apps and trends. Among other things, the study also provides information about the most popular apps, the most followed companies, brands and influencers, which app was downloaded last, who recommended the app to them, what young Swiss people are enthusiastic about and when they sometimes go offline.
The study can be downloaded free of charge as a PDF on this page be ordered.
