Mobile Internet dominates, shows Media Use Index from Wunderman Thompson

"COVID-19 continues to hold the world, and Switzerland, in check. It is sometimes covertly, sometimes obviously, changing the way we interact with media," says Peter Petermann, Head of Strategy at Wunderman Thompson. "We've been studying and documenting these changes in the Wunderman Thompson Media Use Index for 13 years now."

Around 2,000 people between the ages of 14 and 69 were surveyed by means of a representative online poll. The study delivers exciting results and profound insights into the media use and information behavior of the Swiss population.

Switzerland uses media more mobile than ever

The fact that the Internet continues to dominate as a medium is hardly surprising. More interesting, therefore, is the distinction between mobile and stationary Internet. Mobile Internet via smartphone seems to be gaining more and more ground: mobile use is now around 94 percent, well ahead of stationary use. Two-thirds of all millennials and GenZ say they surf predominantly via smartphone; among 35-55 year-olds, the figure is still half.

While TV (total) and radio, as the second and third most-used media, have remained at a very stable - and in the case of TV (total) also very high - level for several years, there are now signs of stabilization in the case of daily newspapers after years of decline. Can daily newspapers breathe a little easier again, or will this stabilization prove to be only a temporary phenomenon?

It is interesting to note that gaming has now become the third most important channel in the 25-34 age group; among the very young, gaming is even already in second place. In fact, the importance of this channel is roughly at the same level across all age groups, around 20%. However, this raises the question of the extent to which casual games and gamified content are already stored as gaming in the minds of respondents here. "Gaming environments are no longer a niche for nerds, but have long been part of mainstream culture," Petermann clarifies.

Streaming services expand their top position

Across all age groups, the consumption of moving image content, especially through streaming, has again picked up significantly compared to the last survey. In the age groups up to mid-40s, the use of streaming at least once a week clearly outweighs the consumption of linear TV. Only in the 55 to 69 age group does the use of linear TV again exceed that of streaming. Interestingly, this has not happened to the same extent with time-shifted TV: Time-shifted TV is evolving steadily, but apparently without being affected by the pandemic. Meanwhile, classic, linear TV consumption is still holding relatively steady in the overall sample.

Either way, one screen alone no longer seems to be enough for the Swiss. "Only just under one in five people still give the TV screen their undivided attention - the second screen has become the rule," says Petermann.

The smartphone is the hub of life

Mobility, flexibility and convenience are the most important attributes required of a device. As the most widely used device, the smartphone offers these features to a high degree. The wide range of options it offers is then used for much more than the original functions of making phone calls and writing text messages. In fact, only 55- to 69-year-olds still include making phone calls among their top 5 daily smartphone activities.

We are even increasingly keeping track of our finances via smartphone: For 90 percent of the age group up to mid-30s, mobile banking via smartphone is already part of everyday life. Even in the age segment between 55 and 69, two out of three smartphone users (65 percent) now use mobile banking. In addition, the ongoing COVID 19 pandemic has further strengthened the already positive trend of mobile payments: three out of four people now basically use mobile payment options via smartphone, in this country mainly via Twint.

Social networks are playground for all

Social media were already at a high level before the pandemic, and that has not changed in the past year. Almost every Swiss person is at least passively involved in one or more social networks (91 percent). And almost three out of four of all respondents are active: they like posts, upload pictures, comment or chat. Interestingly, the number of creators, i.e., people who actively post content, is about the same across all age groups (about 20 percent). This is surprising, as it is generally assumed that younger people are more active and extroverted on Instagram and the like than older people. Petermann's assessment of this: "The need to present oneself and let others actively participate in one's life is obviously independent of age and an expression of one's own personality."

Influencers are another important phenomenon in social networks - and they are becoming increasingly important across all age groups. It goes without saying that younger people follow their stars: 92 percent of all 14- to 24-year-olds follow at least one influencer. But influencers are also becoming more common in older age groups, and even among the oldest (55 to 69 years old), influencers are a topic: at 45 percent, the proportion of people who follow influencers is almost one in two. At the same time, companies and brands are also playing an ever greater role: more and more people are following brands and companies, so that they are now taking on the role of influencer themselves.

It is not surprising that the current discussion about terms of use and data protection has not left Switzerland unscathed. Around half (52 percent) of the Swiss Internet population is concerned about their data. But the fact that some of these concerns are almost paranoid is surprising: 19% of all respondents say they are more likely not to Google something for fear of being monitored. "Internet companies like Meta or Alphabet would be well advised to take the fears of the Swiss very seriously," Petermann recommends.

Into the digital home without haste

Our homes are becoming more digital, but the pace of development is rather slow. Devices for consuming moving images, music or gaming seem to be finding their way into the digital home fastest. However, it's not just about the devices themselves, but also about their networking. Whereby the smartphone and the younger age groups play a particularly important role: In the age group up to 35, every third person controls other devices in the home via their smartphone.

"Our lives are becoming increasingly digital," says Giselle Vaugne, co-CEO of Wunderman. "But what sounds like a truism is actually a fundamental insight, not least from this study. Brands that want to be relevant in the future will have to face the challenges of an increasingly connected world."

Wunderman Thompson will present findings from the study in a live webinar on Feb. 23, 2022. More Information as well as the current data and the comprehensive study report are available here.