Kommtech study: How Switzerland uses electronic devices

The results show that traditional forms of use are still strong. Although time-shifted television consumption continues to increase, more than half of the Swiss do not want to know anything about it. A classic desktop PC is also still the most common form of Internet use at home. However, the mobile laptop has almost caught up here, while tablet computers are only used by a small proportion of the Swiss despite a sharp increase. The Swiss continue to obtain their daily news from the traditional media (television, radio, paid newspapers), while the Internet and free newspapers are in a neck-and-neck race for fourth place.

The trends over the years clearly show that the much-cited change is particularly relevant among young people, but is taking place less quickly than expected in the population as a whole. In Switzerland, there are still three times more people who use a cassette player to listen to music than those who use an iPad. For the first time, the current edition of the KommTech study also includes figures on social networks. When asked about the most important network, almost three quarters of the users surveyed gave only one answer, namely Facebook.

How often social network users can be found on their profiles, what is purchased where on the Internet and what the Swiss prefer to play on can be found in the study, as can the most common cell phones used by the Swiss and their favorite functions. The study thus provides a comprehensive insight into the use of electronic media, which is of great importance for advertising planning and media analyses. A total of 2,500 people aged 15 and over were surveyed by telephone in all three parts of the country. The results of the study can be downloaded from  Publica Data in the form of a standard report or as online access for individual analyses.