One in ten Swiss follow a brand on social media
WEMF's MA Strategy 2021 intermedia study shows that almost one tenth of the Swiss population is already interested in following brands and companies on social media. The majority of them are young. Traditional media also continue to reach this target group. In Ticino and French-speaking Switzerland, interest in following brands and companies on social media is above average.
More and more companies are distributing content via social media. The MA Strategy 2021 intermedia study shows that this strategy can work. 9.6 percent of the Swiss population are interested in following brands or companies on social networks. The majority of these people are under 35 years of age and are particularly frequently found in the target group of 14- to 19-year-olds. They are conspicuously often on social media platforms, especially on TikTok, Snapchat, Twitch and Instagram. They also make above-average use of websites with consumer information or online news portals.
But traditional media also reach these young social media-savvy people. For example, they enjoy reading women's and people's press more than average and often listen to private radio stations. It is also typical for this target group that they regularly use public transport. Advertising on streetcars and buses therefore attracts a particularly high level of attention among them.
Language regional differences
An evaluation by language region shows differences. In contrast to the German-speaking Swiss, people from Ticino and French-speaking Switzerland express above-average interest in following brands and companies on social media.
The national intermediate study "MA Strategy 2021" enables systematic analysis and evaluation of media strategies and planning of the optimal media mix. It links sociodemographic information and consumption data with media usage data.
The study now shows data on the use of social media channels and also makes it possible to evaluate consumption characteristics of web offerings. With the identification of the narrower public transport user group of Livesystems, the information on the genre of transport advertising was also expanded. In addition, MA Strategy continues to report data on press, cinema, television, radio, out-of-home, direct mail and address directories.
