Online freaks are not necessarily introverts
Internet use has become a popular leisure activity. The 2014 Mach Consumer and Mach Radar studies provide insights into the characteristics of Internet users. The studies were published on Tuesday.
A large proportion of Swiss people use the Internet not only at work, but also in their leisure time. 64 percent say they surf the Internet several times a week as a hobby.
This is not always about simply obtaining information. Young people up to the age of 34 in particular use the Internet for social networking. Whereby the proportion of women and men talking on Facebook and Co. is roughly balanced.
Cliché not confirmed
The widespread assumption that Internet freaks tend to be introverts is not confirmed by the Wemf data. In fact, respondents who surf the Internet several times a week or daily in their free time tend to be more extroverted. This is particularly true of those who like to spend time in social networks and on community platforms. The possibility of exchanging ideas with others online seems to be exciting for extroverted characters. A large proportion of respondents who like to spend their free time on the Internet are definitely inclined toward material values. These people tend toward a generous consumption style and high media consumption.
The data can be found in the Mach Consumer and Mach Radar 2014 studies by Wemf AG für Werbemedienforschung. Mach Consumer is the largest continuous consumer media study in Switzerland. It determines the needs, inclinations and habits of Swiss consumers. The Mach Radar study links consumer data with psychographic information and value attitudes. This enables psychographic positioning of products, brands, services, shopping channels and press media.
Image: Keystone
