Mediapulse publishes the latest results on media use

 The annual report just published by the media research institute Mediapulse provides an overview of the use of electronic mass media in the past year. In 2007, an average of 139 minutes a day were spent watching television and 105 minutes listening to the radio. Furthermore, the latest results show, among other things, that the use of traditional media such as radio and television still clearly dominates and that the cliché that women are somewhat more reserved than men when it comes to newer media technologies is certainly valid.The Time Use Study 2006/2007 shows how media use fits into the daily routine of the Swiss population. Data on media use and the daily routine of the Swiss population was collected in over 3,200 face-to-face interviews. The results show that there are also regional differences in this respect: For example, the German-speaking Swiss have more free time than the other Swiss, and they spend most of it at home. In Italian-speaking Switzerland, on the other hand, more time is spent both eating and working at home than in German-speaking and French-speaking Switzerland. In general, the use of traditional media such as radio and TV continues to dominate. The use of new forms of media such as chatting or exchanging text messages is most pronounced among French-speaking Swiss.