Smartwatches still hardly widespread
This year, smartphones—rather than smartwatches—are likely to be found under Swiss Christmas trees. Tablet PCs are particularly popular among the more highly educated. These findings are based on figures from the MA Strategy 2015. The interim study was published today.
A lot is currently being written about smartwatches, but they are still hardly widespread in this country. Only 1 percent of Swiss respondents said they owned such a high-tech watch. The typical smartwatch wearer is male and under 55 years old. Women who own a smartwatch are currently still a rarity. Already 41 percent of the Swiss population owns a tabet PC in the household. The more highly educated in particular like to own such a device. Compared with the population as a whole, people who regularly use a tablet read newspapers and magazines from the business press, the sports press and the regional daily press on paper more often than average. The cell phone has definitely arrived in all segments of the population. 96 percent of respondents say they own one. Of these, two-thirds have a smartphone. These devices are more popular than average among young people and the more highly educated.
Apple is the most popular brand
The probability that Swiss people will find a smartphone under the Christmas tree is greater than that a smartwatch will be there. 33 percent of respondents said they intend to buy a cell phone for themselves or others in the next 12 months, while only 5% are considering buying a smartwatch.
Among smartphones, Apple is the most popular brand. 34 percent of respondents say that if they were to buy a cell phone today, they would choose a model from this manufacturer, followed by Samsung with 33 percent.
Data basis: MA Strategy 2015 study
The data was published today as part of the WEMF MA Strategy media study. The study enables advertisers to find out which media genres or mix of genres are best suited to reach their target group. The target group can be defined both by sociodemographic characteristics and by consumer characteristics.
