IGEM Digimonitor: The iPad is an iPet
Among other things, the IGEM Digimonitor shows that most tablets are used primarily at home. Apple leads the market for tablets and smartphones. Time-shifted TV viewing is becoming a habit, but the Internet is rarely accessed via TV sets.
The IGEM Digimonitor, presented on December 2 at the Primetower by the Interest Group for Electronic Media (IGEM), has revealed interesting findings regarding the use of communication and entertainment devices. Conducted in collaboration with Wemf, this study is the only one with this specific scope that is representative of the entire population aged 15 and older, including those who do not use the Internet and individuals in households without a (registered) landline connection.
The iPad is an iPet. Or to put it another way: the tablet computer is a «pet.» 94 percent of respondents in German- and French-speaking Switzerland who use a tablet do so (also) at home. On the other hand, none of the possible locations for use while on the go reaches a usage rate of more than 20 percent. It therefore stands to reason that only a small proportion of all tablets are equipped with a SIM card. Whether with or without a SIM card, Apple is the clear market leader in tablets. More than half of all respondents most frequently use a tablet running the iOS operating system. Among those who are not heads of household, the figure is as high as 70 percent.
Smartphones: iOS Clearly Ahead of Android
iOS also leads the way in the smartphone market. 45 percent of all smartphone users most frequently use an iPhone. Android trails far behind at 34 percent. Among young people, however, the iPhone’s lead is only just under three percentage points, whereas among those over 55, it is more than 15. Other operating systems play virtually no role, accounting for 6 percent. About 15 percent of respondents, however, do not know which operating system their smartphone uses; in French-speaking Switzerland, that figure is even twice as high.
Time-shifted TV is becoming a habit
Nearly 40 percent of the population watches time-shifted TV at least once a week. About a quarter do so occasionally via a desktop PC or laptop. Smartphones and tablets are used significantly less often for time-shifted viewing. When they do use them, tablet users most often say they do so because they don’t own a TV set or because it’s being used by someone else in the household.
Popular Second Screen
More than half of TV viewers now say they use a second screen at least occasionally while watching TV. One-fifth of all TV viewers—and two-fifths of young people—even do so at least once a day. However, they more often consume content that has nothing to do with the TV program currently airing.
Internet use via TV sets is still limited
Just under 12 percent of those who watch TV on a television set access online content on it at least occasionally. That is significantly less than what would be technically possible given the current prevalence of so-called smart TVs.
People listen to the radio more while on the go than anywhere else
More than 80 percent of radio listeners tune in at least occasionally while on the go—whether in the car or on foot. Radio listening at home follows closely behind, at 78 percent. For women, people not in the workforce, and older adults, however, home is the most common place to listen to the radio. Listening on public transportation is particularly popular among young people.
More than a quarter listen to digital radio most often
When it comes to the most commonly used method of listening, analog FM remains in the lead, with just over three-quarters of all radio listeners tuning in via a conventional radio. However, nearly 25 percent listen most often via DAB/DAB+, and 5 percent via online streaming.
YouTube is the largest social network
Nearly two-thirds of the population uses YouTube at least occasionally. WhatsApp, Facebook, and Google+ follow. Among people aged 15 to 34, nine out of ten use YouTube at least occasionally, though WhatsApp is not far behind. Among people aged 55 and older, however, YouTube’s usage rate is just under 31 percent. WhatsApp and Facebook are neck and neck here, while Google+ trails far behind in fourth place. Incidentally, Google+ is significantly more popular in French-speaking Switzerland than in German-speaking Switzerland. The Twitter network, which is particularly popular among journalists, is used at least occasionally by just 10 percent of the population, with a significant majority of users being men and young people.
LinkedIn leads the way among business networks
Among business networks, LinkedIn is clearly ahead of Xing among the general population, with 12.5 percent of occasional users. This also holds true for individual age groups. The figures are by far the highest in the middle age group. They are also significantly higher among people with a high level of education.
Facts About the IGEM Digimonitor
The IGEM Digimonitor was developed by the Interest Group for Electronic Media (IGEM) in collaboration with the Working Group for Advertising Media Research (Wemf) and conducted by the Link Institute in Lucerne between early August and early September 2014. It is representative of the entire population in German- and French-speaking Switzerland who can be reached via a private telephone line (landline or mobile). The study results are available free of charge to IGEM members in the form of a standard report. Non-members can purchase the study for 5,000 francs from the IGEM office. More information at Igem.ch.
