Influencers play a more relevant role, especially among the under-20s
For the ninth time, Xeit, a company specializing in social media and online marketing, launched a user survey on social media usage. Among other things, the survey shows that the influence of influencers is strongly linked to the age of the target audience—and that more and more people are turning off their smartphones every day.
The social web remains dynamic. New platforms and applications appear and disappear again, existing ones lose relevance or are used differently. We are currently observing a strong trend in terms of influencers. The very young in particular are taking their cue from what their Internet idols are posting. This is creating exciting opportunities. In order to record such developments and derive potential from them, Xeit has conducted an annual study on the use of social media in Switzerland since 2009. Which social networks are currently trending among Swiss young people? Has social shopping already arrived in the mainstream? Which rating platforms are perceived as relevant? Where do Swiss people find out about politics? And how well is advertising accepted on social media?
With the survey on social media use in Switzerland, Xeit is laying the analytical foundation for answering these questions for the ninth time. The current edition of the study series "Social Media in Switzerland" is based on a survey panel with 1ʼ137 Swiss participants. A few facts are summarized below.
The relevance of influencers is strongly age-dependent. In the young target group of under-20s, three quarters of respondents follow influencers on social media.
The most important findings at a glance:
- The frequency of social media use increased year-on-year.
- One in three switches off their cell phone every day. Significantly more than last year.
- Travel and food remain the most popular blog topics.
- Facebook loses, but remains by far the most important network for companies. WhatsApp passes Twitter as a corporate channel.
- Instagram records the highest net growth. Snapchat surprises with user gain.
- WhatsApp currently seems uncatchable as a messenger: 77% of respondents prefer to send their message via this app.
- Two-thirds of respondents shop on the Internet at least 1 time per month. Women prefer clothes and shoes, men electronic devices.
- Entertaining posts and info about the company are the most popular content on company/brand accounts
- LinkedIn is extending its lead over Xing as a business social media platform.
- Facebook and Twitter are the most important channels for political content.
