Instagram becomes the common denominator of generations

For the eleventh time, Xeit launches the user survey "Social Media in Switzerland 2020" and provides specific usage data on social media for Switzerland.

Nenner der Generationen

The survey asked consumers about social networking, social business, live communication, blogs, vlogs and influencers, and online vs. offline.

For the first time, a special evaluation was made for Generation Z, which revealed some surprising results. If you want to reach Generation Z, you can't avoid Instagram: 84% of those under 20 follow a company on Instagram.

Nenner der Generationen

The most important findings at a glance

  • Swiss people spend most of their time on Facebook, Instagram and YouTube.
  • The amount of screen time spent by the Swiss has increased significantly.
  • Political opinions are also made on the social web: Half of those surveyed use social media to form political opinions.
  • Every third person reads a blog at least once a week.
  • Influencers continue to gain in importance - across all age groups.
  • Lack of content relevance is the most common reason to unfollow a company.
  • Stories are the format of the hour. The surprise winner in terms of overall usage is WhatsApp.
  • Social TV formats like IGTV and YouTube TV are slowly entering the mainstream.
  • WhatsApp continues to extend its lead as a messenger.
  • Generation Z wants to have its say: surveys as social content are very popular.

Download "Social Media in Switzerland 2020" Factsheet

For the user survey, over 1100 consumers in Switzerland were questioned between the beginning of March and the beginning of April 2020. Xeit investigated the following questions, among others:

  • Has TikTok already overtaken Snapchat in the favor of the youth?
  • Is it still possible to reach the masses via Facebook?
  • Has social TV already arrived in the mainstream?
  • How much influence do influencers have? 
  • On which social networks do Mr. and Mrs. Swiss spend the most time?

The complete study can be found at be ordered. 

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