- In terms of the number of users, Instagram has replaced Facebook as the most popular social media platform in Switzerland for the first time.
- This is the result of a new study by the electronic media interest group (Igem) and advertising media research Wemf.
- However, television is still the medium with the greatest reach.
According to the study, social media are still very popular. Around 72 percent of the population aged 15 and over use such a platform at least occasionally. That is one percentage point more than in the survey last year. While Instagram had already replaced Facebook as the most popular platform among 15 to 24-year-olds in 2017, the photo platform is now number 1 overall.
Television continues to rank higher than social media: around 6.3 million people in Switzerland occasionally watch television, 4.2 million of them do so every day. In second place in terms of reach is radio with 6.1 million users.
The short message service X (formerly Twitter) has lost over 80,000 users and is still occasionally consulted by 740,000 people. However, more people still obtain information from classic news portals than from social media.
5.8 million people, i.e. 86 percent of the population groups surveyed, read news on the Internet at least occasionally, with only 1.4 million paying for it.
Chat GPT and teletext on the rise
The chatbot Chat-GPT, which is operated with the help of artificial intelligence, has made a steep ascent. In the first year of its existence, it is already being used by over a million people in Switzerland. Of these, 680,000 are men and 360,000 are women.
According to the study, teletext also recorded significant growth. Usage rose by 520,000 to 2.5 million compared to the previous year. While the average age of chat GPT users is 28 years, it is 54 years for teletext users.
Less reach on Youtube and Netflix
When it comes to audio streaming, the SRF/RTS/RSI websites and apps are just a step ahead with a total of 2.84 million listeners. The Spotify platform gained 140,000 new users and, with 2.8 million listeners, ranked just behind the public service offerings. Within audio streaming, podcasts recorded the largest increase in reach with 270,000 additional people.
Legend:
New in first place: Instagram overtakes Facebook, which also belongs to the meta group, for the first time.
Keystone/EPA/CRISTOBAL HERRERA-ULASHKEVICH
According to the study, the two major international video streaming platforms YouTube and Netflix had to accept a loss of reach of 300,000 people and more, although Netflix is still far at the top of the paid offers. When it comes to video streaming offers from Switzerland, those of the Swiss Radio and Television Company (SRG) clearly dominate.
Between April and mid-June of this year, 2087 people aged 15 and over from all parts of the country were interviewed for the study, which goes by the name of Digimonitor.