Goldbach Group: Start of autumn has a positive impact on e-media usage
As fall begins, the use of electronic media increases just as temperatures drop. This is because the majority of electronic media is still consumed primarily at home.
TV viewership increased by a total of 2.8 percentage points, primarily due to women and people over 40; at the same time, TV viewership among men declined slightly. Internet TV continues to show fluctuating figures. This is evident from the results of the fourth survey by the Goldbach Group, “Electronic Footprint – User Trends for E-Media.” This survey provides a direct comparison with the previous survey conducted during the 2012 Summer Olympics in London (as reported by Werbewoche.ch) http://www.werbewoche.ch/goldbach-group-nutzung-elektronischer-medien-waehrend-olympiade-ruecklaeufig.
In the latest survey, Teleboy stands out with a 10-percentage-point increase, bringing its usage rate to 20.3 percent. Zattoo remains in the lead with a 3.6 percentage point increase and a usage rate of 30.5 percent, as does Wilmaa, which, despite a 2.5 percentage point decline, still has an overall usage rate of 28.8 percent. Radio has also seen a significant increase, with listenership rising by a full 6.5 percentage points. Here, it is men and, once again, the 40- to 65-year-old age group who account for the increased usage, with gains of over 9 and 8 percentage points, respectively. However, it is also clear that an increasing number of women and young people are consuming music and news via the radio. Unsurprisingly, online reading of newspapers and magazines continues to rise, increasing by a total of 3.9 percentage points.
Online Activity Picks Up – Ad Screen Hits Annual High
The bad weather is also having a positive impact on online activity. Search engines and social media are both gaining ground at nearly the same rate, rising by 3.6 and 3.9 percentage points, respectively. Online gaming, on the other hand, recorded only a marginal increase of half a percentage point, while online shopping rose by 2 percentage points—suggesting that users have not yet completed their winter wardrobes. The findings of last month’s Goldbach Electronic Media Index (Gemi) are also confirmed by the fourth comparative survey of the E-Footprint study: Ad Screen is at an annual high and continues to show an increase among nearly all respondents.
The Goldbach Group provides detailed results from the "Electronic Footprint" study, as well as the latest data on TV, radio, teletext, Adscreen, Internet TV, performance marketing, in-game advertising, and mobile marketing, on Goldbachguide.ch.
