Digital natives prefer commuter newspapers

As part of an internal representative study conducted in the online panel of the Link Institute for Market and Social Research, 20 Minuten examined media usage behavior and the image of 20 Minuten in the target group of 15- to 25-year-olds (digital natives) in German-speaking Switzerland.

The results show a high acceptance of both the commuter newspaper and the digital offering of 20 Minuten. Surprisingly, even more digital natives inform themselves about world events via commuter newspapers than via news portals.

77 percent of the 15- to 25-year-olds surveyed in German-speaking Switzerland obtain their information via commuter newspapers (20 Minuten and Blick am Abend), 61 percent via TV, 54 percent via radio and 51 percent via news sites and/or news apps (desktop or mobile devices). 34 percent say they get their information via paid daily newspapers and 33 percent via social media. Among 15- to 25-year-olds, commuter newspapers are the source most frequently cited (47 percent) as the first place to find out about important world events. In second place, at 35 percent, are news sites and/or news apps (desktop or mobile devices).

Digital natives: in bed with the 20-minute app

The target group surveyed particularly appreciates the topicality, youthful flair, clarity and entertainment factor of 20 Minuten Print. 20 Minuten Print is rated by 15 to 25-year-olds as more likeable, innovative, informative, younger, and "cooler" than its competitors, among other things. The digital offerings of 20 Minuten (website, app) are rated even better than 20 Minuten Print by the target group surveyed; the 20 Minuten app in particular is very well received by 15- to 25-year-olds. This is also the only news app among the top three apps used by 15- to 25-year-olds first thing in the morning in bed and last thing in the evening before going to sleep. Only WhatsApp and Facebook are mentioned even more frequently than the 20-minute app. The 20 Minutes app is thus clearly the most popular news app among 15- to 25-year-olds in German-speaking Switzerland.

About the study

Population:
15- to 25-year-olds in German-speaking Switzerland who use the Internet several times a week (97% of the German-speaking Swiss population aged 15 to 25, according to MA Strategy 2012)

Sample:
792 15- to 25-year-olds in German-speaking Switzerland who use the Internet several times a week

Confidence interval total sample:
+/- 3,6%

Method:
Online survey in the panel of the LINK Institute for Market and Social Research.

The data collected was weighted according to gender, age, education, employment, region, use of 20 Minuten Print and use of 20 Minuten Online (target specifications MA Strategy 2012). The sample is thus representative of regular Internet users between the ages of 15 and 25 who live in German-speaking Switzerland.

Survey Period:
The survey lasted from September 2, 2013 to September 14, 2013.

Image: Keystone