Target groups beyond demographics
Using the data from the Net-Metrix-Profile 2014-2 online currency study published on Monday, it is possible to analyze the behavioral characteristics of target groups (such as streaming users, online shoppers, and social network users) across a wide variety of websites.
Just over one million users in Switzerland surf online shopping sites several times a week. In addition, 2.1 million users access streams and 2.4 million people are on social networks at least several times a week. These three former trends have now become common forms of Internet use and are considered essential components in target group analysis and the creation of market strategies. With the help of the new Net-Metrix profile data, it is now possible to answer the question of which Swiss websites have the highest proportion of users who shop online daily or several times a week, access audio data or videos, or are active in social networks.
At 31.5 percent, Bilan.ch has the highest proportion of users in an average week (unique users per week) who shop on the Internet daily or several times a week, i.e. belong to the so-called "heavy users" of online shopping offers. The French-speaking Swiss web offering is also represented in the top 5 web offerings with the highest proportions of streaming and social network users.
Willmaa.com also takes first place among the websites with the highest proportion of users who watch or listen to streams online at least several times a week (57.7 percent). The Energy.ch website follows directly behind in second place, with Energy.ch users being not only streaming users but also social network heavy users.
A share of 63.4 percent of its users secures Ronorp.net first place among web offerings whose majority of users belong to the social network heavy users. Represented for the first time as a participant in the Net-Metrix Profiles study, Watson.ch also features in these top 5 (as it does among streaming offerings).
Since 2007, the Net-Metrix-Profile study has regularly provided comprehensive information twice a year on the use of more than 120 Swiss websites and networks and around 350 sections. In addition to reach data, Net-Metrix-Profile also publishes detailed information on the profile of website visitors. The published data on daily, weekly or monthly reach can thus also be further analyzed according to sociodemographic details and other target group information.
