User behavior in electronic media
Seit Anfang dieses Jahres lässt die Goldbach Group als führende Vermarkterin elektronischer, digitaler, interaktiver und mobiler Medien sechsmal pro Jahr die Nutzung der elektronischen Medien erheben.
TV, radio, online, in-store radio and ad screen are included. Activities in social media or search, online shopping and online gaming are also surveyed. Following the basic survey in February 2012, the second survey was conducted at the end of April. The results provide the Goldbach Group and its customers with important information for aligning their offerings even more specifically to the needs of the market. With the surveys, which are conducted six times a year, the Goldbach Group also aims to identify changes in consumer media behavior that can be observed in the short term and that can be noticeably controlled or influenced by special events, e.g. in the areas of sport, politics, business, culture and weather. These findings can be of great importance in the design of advertising concepts, tactical measures and cross-media networking of the media.
The agency Marketagent.com conducts the surveys directly with 500 representatively selected, web-active people between the ages of 18 and 65 in German-speaking Switzerland in the form of online interviews. They are asked about media use and online activities from the previous day. The results of the first two waves of the survey are now available: an initial baseline survey in February and a comparative survey in April 2012. What is striking is the similarity between the two surveys in terms of TV usage at around 79%. In contrast, the use of radio and online newspapers and magazines fell by around 5 percentage points each (chart e-media combined). The same can be said for online activities, where social media remained stable at around 53%, while search engines, online games and shopping suffered losses (chart summarizing e-activities). The Goldbach Group provides detailed results of the "Electronic Footprint" study for the individual media and activities as well as demographic characteristics in the Goldbach Guidegoldbachguide.ch. The next survey wave will be conducted during the European Football Championship in June and published in July. The results will become more meaningful with each subsequent survey. red
