As exciting as the findings of the Media Use Index 2017 study may seem, they do not show the whole truth. The question of how the Swiss population uses media is not only interesting for media planners. Anyone who wants to use this data to manage their corporate communications, distribute their advertising budget or find competent partners for advice would do well to take a closer look.
When interpreting the study, a fundamental fact is often ignored. The MUI is based exclusively on online interviews. The study may be "representative", as the client, Y&R Group, writes, but australia rcs data this only applies to the structure of the respondents (age, gender, place of residence, etc.). However, this is no guarantee that the results do not distort reality.
People who are often online use media differently
It is obvious that someone who is active and often online (and can therefore be surveyed online) has different media usage habits than someone who is much less, rarely or never online. The MUI study is much more informative for statements about the use of different online services such as Facebook, Google or Whatsapp than for the question of what the total daily media consumption of the Swiss looks like.