Escapism instead of frugality: How the Swiss media use

The study interprets this behavior as a form of escapism: instead of practicing frugality, many are specifically looking for entertainment, distraction and a retreat into safe digital spaces.

This trend is particularly evident in video streaming. While prices for subscriptions have risen, each person surveyed now has an average of 2.5 paid accounts - compared to just 1.5 in the previous year. In contrast, traditional cable television continues to lose reach. There is also a clear trend in the area of e-commerce: the frequency of daily and weekly online purchases has risen by around 30%. It is striking that the young Generation Z in particular has made online shopping almost an everyday ritual. Price comparison portals are playing an increasingly minor role, which indicates a more spontaneous buying behavior that is less driven by price.

Swiss flee to digital safe spaces

The flight to so-called "safe spaces" is also reflected in the choice of platforms used. Open and confrontational networks such as X (formerly Twitter) or Telegram are becoming less important. In contrast, moderated and community-oriented platforms such as Reddit, Discord and Twitch are gaining in popularity. Entertainment, gaming and community formats play a particularly important role here - active use in this area has increased by 10%.

Another remarkable result concerns search behavior. Two thirds of respondents stated that AI tools change the way they search. Nevertheless, Google benefits from this, as many people also check the results they receive via social media or AI on the traditional search engine. Trust in Google as the most important authority therefore remains unbroken.

Overall, the results show that media use in Switzerland is shifting in a clear direction: away from openly accessible and conflict-ridden platforms and towards closed, curated digital spaces that focus on entertainment, security and community. For brands and companies, this means that they can no longer just optimize their content for traditional search engines such as Google. A successful strategy must combine search engine optimization, social media, generative AI systems and community platforms in order to reliably reach users in these new digital environments.

Carolin Schumacher, Head of Strategy at WPP Media, emphasizes the importance of a holistic approach: "The central task for brands is to understand search as a system. If you want to be found via Google, social media or AI today, you need a clear content strategy that serves SEO, Generative Engine Optimization (GEO) and social platforms with relevant content and links them intelligently."