Target audience: Health app users in Switzerland

Selected insights on target audience: Health app users in Switzerland

• There are health app users throughout all income brackets
• Being successful has more importance to health app users than to the average consumer
• 51% of health app users are in the early majority of innovation adopter types
• A relatively low share of health app users think that rising prices, inflation & cost of living are issues that need to be addressed
• 47% of health app users remember seeing ads in video portals

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Switzerland
• Gender of consumers in Switzerland
• Level of education in Switzerland
• Share of consumers in Switzerland in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Switzerland live
• Communities where consumers live in Switzerland
• Accommodation type and home ownership in Switzerland
• LGBTQ+ status of consumers in Switzerland

• Most important aspects of life for consumers in Switzerland
• Top 10 interests of health app users in Switzerland
• Top 10 hobbies and leisure activities of health app users in Switzerland
• Top 10 sports activities of health app users in Switzerland
• Top 10 sports followed by health app users in Switzerland
• Pets living with health app users in Switzerland

• Agreement with statements in Switzerland
• The 10 most important issues facing Switzerland according to health app users
• Political attitudes of consumers in Switzerland
• Innovation adopter types based on statements towards innovation by consumers in Switzerland
• Economic situation in Switzerland as percieved by health app users
• Perceived personal economic situation of health app users
• Agreement with statements regarding economic concerns of health app users

• Type of media consumers in Switzerland have been using in the past 4 weeks
• Top 10 social networks used by health app users
• Top 10 channels where health app users in Switzerland remember coming across digital advertising
• Places where consumers in Switzerland have come across non-digital advertising in the past 4 weeks