Goldbach Group: User behavior in electronic media
Since the beginning of this year, the Goldbach Group—a marketing agency specializing in electronic, digital, interactive, and mobile media—has been conducting surveys on electronic media usage six times a year. The survey covers TV, radio, online, in-store radio, and Adscreen. The survey also covers activities on social media and search, as well as online shopping and gaming.
Following the baseline survey in February 2012, the second survey was conducted at the end of April. The Marketagent.com agency conducted the surveys directly among 500 web-active people between the ages of 18 and 65 in German-speaking Switzerland in the form of online interviews. The respondents are asked about their media usage and activities on the Internet the previous day.
The results of the first two waves of the survey are now available: A first baseline survey in February and a comparative survey in April 2012. What is striking is the agreement between the two surveys in TV use, at around 79 percent. In contrast, the use of radio and online newspapers and magazines is reduced by around 5 percentage points each. The same can be said for Internet activities, where social media remains stable at around 53 percent, while search engines, online games and online shopping have suffered losses.
The next wave of the survey will be conducted during the European soccer championship in June and published in July. Detailed results of the "Electronic Footprint" study on the individual media and activities, as well as demographic characteristics, are presented by the Goldbach Group in the Goldbachguide.ch available.
