{"id":27701,"date":"2021-11-12T15:57:20","date_gmt":"2021-11-12T14:57:20","guid":{"rendered":"https:\/\/goldbach.com\/etude-media-bias-comparaison-des-habitudes-dutilisation-des-medias\/"},"modified":"2025-12-21T16:22:56","modified_gmt":"2025-12-21T15:22:56","slug":"etude-media-bias-comparaison-des-habitudes-dutilisation-des-medias","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/etudes\/etude-media-bias-comparaison-des-habitudes-dutilisation-des-medias\/","title":{"rendered":"\u00c9tude \u00ab&nbsp;Media Bias&nbsp;\u00bb \u2013 Comparaison des habitudes d\u2019utilisation des m\u00e9dias"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>Selon vous, les personnes du secteur du marketing et des m\u00e9dias, appel\u00e9es \u00ab&nbsp;Ad People&nbsp;\u00bb (dont l\u2019auteur de cet article), ont-elles un comportement diff\u00e9rent en mati\u00e8re d\u2019utilisation des m\u00e9dias par rapport au reste de la population suisse&nbsp;? Si oui, les \u00ab&nbsp;Ad People&nbsp;\u00bb estiment-ils donc incorrectement le comportement g\u00e9n\u00e9ral en mati\u00e8re d\u2019utilisation&nbsp;? Nous voulions le savoir exactement et avons r\u00e9alis\u00e9, en collaboration avec l\u2019IGEM et en coop\u00e9ration avec la WEMF, l\u2019\u00e9tude \u00ab&nbsp;Media Bias&nbsp;\u00bb sur l\u2019utilisation des m\u00e9dias par les \u00ab&nbsp;Ad People&nbsp;\u00bb et leur \u00e9valuation du comportement g\u00e9n\u00e9ral en mati\u00e8re d\u2019utilisation des m\u00e9dias (\u00e9tude \u00e0 t\u00e9l\u00e9charger au bas de l\u2019article).  <\/p>\n<p>Avant d\u2019aborder les r\u00e9sultats de l\u2019\u00e9tude, nous aimerions tester ici votre pr\u00e9cision d\u2019estimation de l\u2019utilisation g\u00e9n\u00e9rale des m\u00e9dias. Pour ce faire, r\u00e9pondez d\u2019abord \u00e0 la question pour vous-m\u00eame, puis cliquez sur la Video respective&nbsp;:<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Quel pourcentage utilise Facebook, LinkedIn ou TikTok&nbsp;?<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/owP4mxJarm0?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p>Que regardent les gens de pr\u00e9f\u00e9rence&nbsp;: la TV lin\u00e9aire ou en diff\u00e9r\u00e9&nbsp;?<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 2\" src=\"https:\/\/www.youtube.com\/embed\/upM7rT_KC-8?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4\"><p>Radio classique ou Spotify, qu\u2019est-ce que les gens \u00e9coutent le plus&nbsp;?<\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\" ><iframe title=\"YouTube video player 3\" src=\"https:\/\/www.youtube.com\/embed\/WnUVYGUvvKc?wmode=transparent&autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:20px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\"><p>Et&nbsp;? Bien estim\u00e9&nbsp;? Alors, f\u00e9licitations&nbsp;! Si ce n\u2019est pas le cas, ne vous en faites pas, vous n\u2019\u00eates pas seul. Dans le sondage de l\u2019\u00e9tude, les \u00ab&nbsp;Ad People&nbsp;\u00bb se sont tromp\u00e9s de 10&nbsp;points de pourcentage en moyenne dans leur estimation. Ce qui, \u00e0 premi\u00e8re vue, ne semble pas \u00eatre grand-chose, peut repr\u00e9senter beaucoup pour un seul m\u00e9dia. Siri Fischer, directrice de l\u2019IGEM, le voit de la m\u00eame mani\u00e8re&nbsp;:<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-name-company-text-color:var(--awb-color8);--awb-textcolor:var(--awb-color1);--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>Bien que nous ayons pr\u00e9vu un \u00e9cart dans l\u2019\u00e9valuation et l\u2019utilisation des professionnels, nous avons \u00e9t\u00e9 surpris de constater qu\u2019il \u00e9tait si important pour certaines cat\u00e9gories de m\u00e9dias.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong>Siri Fischer<\/strong><span>, <\/span><span>Directrice IGEM<\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-margin-top:20px;\"><p>Regardez par exemple les diff\u00e9rences dans le domaine du Print (graphique&nbsp;1). Les \u00ab&nbsp;Ad People&nbsp;\u00bb utilisent non seulement le Print beaucoup moins, mais ils sous-estiment l\u2019utilisation par la population de 39&nbsp;points de pourcentage pour les magazines et de 35&nbsp;points de pourcentage pour les journaux. Rapport\u00e9 \u00e0 la population, on pourrait donc dire que les professionnels sous-estiment l\u2019utilisation du Print d\u2019environ 2,6&nbsp;millions d\u2019utilisateurs. Pour la Radio, d\u2019environ 1,7&nbsp;million d\u2019utilisateurs (25&nbsp;points de pourcentage) et pour la TV, d\u2019environ 1,1&nbsp;million (17&nbsp;points de pourcentage).    <\/p>\n<h2>Graphique&nbsp;1&nbsp;: Utilisation et estimation \u2013 m\u00e9dias classiques<\/h2>\n<p>Parts d\u2019utilisateurs en&nbsp;%<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[b3af675b97d88f96288]\" data-title=\"studie-ad-people_grafik1-1\" title=\"studie-ad-people_grafik1-1\"><img decoding=\"async\" width=\"1084\" height=\"357\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1.png\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1.png\" alt class=\"lazyload img-responsive wp-image-27695\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271084%27%20height%3D%27357%27%20viewBox%3D%270%200%201084%20357%27%3E%3Crect%20width%3D%271084%27%20height%3D%27357%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1-200x66.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1-400x132.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1-600x198.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1-800x263.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik1-1.png 1084w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1084px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>L\u2019image inverse se d\u00e9gage pour les nouveaux m\u00e9dias (graphique&nbsp;2). Il se peut que vous ayez v\u00e9cu la m\u00eame chose lors de votre estimation ci-dessus, mais les \u00ab&nbsp;Ad People&nbsp;\u00bb de l\u2019\u00e9tude ont surestim\u00e9 l\u2019utilisation g\u00e9n\u00e9rale des m\u00e9dias sociaux dans pratiquement tous les cas. Pour TikTok, il y a 19&nbsp;points de pourcentage (environ 1&nbsp;million d\u2019utilisateurs), pour Instagram 15&nbsp;points de pourcentage (1&nbsp;million) et pour LinkedIn 9&nbsp;points de pourcentage (environ 600&nbsp;000). Particuli\u00e8rement frappant ici&nbsp;: les \u00ab&nbsp;Ad People&nbsp;\u00bb n\u2019estiment pas seulement trop \u00e9lev\u00e9e l\u2019utilisation g\u00e9n\u00e9rale de Facebook et autres, mais ils utilisent \u00e9galement ces offres beaucoup plus que la population.   <\/p>\n<h2>Graphique&nbsp;2&nbsp;: Utilisation et estimation \u2013 m\u00e9dias sociaux<\/h2>\n<p>Parts d\u2019utilisateurs en&nbsp;%<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a href=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[dcb429284d616ea5867]\" data-title=\"studie-ad-people_grafik2-1\" title=\"studie-ad-people_grafik2-1\"><img decoding=\"async\" width=\"1077\" height=\"348\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1.png\" data-orig-src=\"http:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1.png\" alt class=\"lazyload img-responsive wp-image-27696\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271077%27%20height%3D%27348%27%20viewBox%3D%270%200%201077%20348%27%3E%3Crect%20width%3D%271077%27%20height%3D%27348%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1-200x65.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1-400x129.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1-600x194.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1-800x258.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/studie-ad-people_grafik2-1.png 1077w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1077px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-8\"><p>Ces r\u00e9sultats m\u00e8nent in\u00e9vitablement \u00e0 la conclusion suivante&nbsp;: en raison d\u2019une utilisation diff\u00e9rente des m\u00e9dias par rapport \u00e0 l\u2019ensemble de la population, les \u00ab&nbsp;Ad People&nbsp;\u00bb parviennent \u00e0 une estimation d\u00e9form\u00e9e de l\u2019utilisation g\u00e9n\u00e9rale des m\u00e9dias. Notre CMO, Guido Trevisan, d\u00e9clare \u00e0 ce sujet dans l\u2019<a href=\"https:\/\/www.persoenlich.com\/marketing\/ad-people-nutzen-die-medien-diverser\" target=\"_blank\" rel=\"noopener\">interview avec Pers\u00f6nlich.com<\/a>&nbsp;:<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-2\" style=\"--awb-name-company-text-color:var(--awb-color8);--awb-textcolor:var(--awb-color1);--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>Quiconque, en tant qu\u2019expert en marketing, se fie \u00e0 son intuition, se trompe dans la plupart des cas.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong>Guido Trevisan<\/strong><span>, <\/span><span>CMO Goldbach Group AG<\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-margin-top:20px;\"><p>On pourrait maintenant dire&nbsp;: \u00ab&nbsp;Tant pis, si les professionnels se trompent un peu dans leur \u00e9valuation&nbsp;\u00bb. On pourrait, mais il ne faudrait pas. Car cette \u00ab&nbsp;fausse&nbsp;\u00bb \u00e9valuation peut entra\u00eener des d\u00e9cisions d\u00e9favorables dans la planification des m\u00e9dias. Et c\u2019est pr\u00e9cis\u00e9ment la raison pour laquelle nous avons r\u00e9alis\u00e9 cette \u00e9tude. Les r\u00e9sultats soulignent une fois de plus qu\u2019il vaut la peine de mener des recherches sur l\u2019utilisation des m\u00e9dias et d\u2019utiliser les donn\u00e9es pour les d\u00e9cisions marketing.    <\/p>\n<p>\u00cates-vous int\u00e9ress\u00e9 par l\u2019ensemble de l\u2019\u00e9tude avec tous les r\u00e9sultats&nbsp;? T\u00e9l\u00e9chargez-la simplement ici&nbsp;:<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-block\"><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_self\" href=\"\/app\/uploads\/2025\/12\/gb_igem_media-bias_kurzversion.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">T\u00e9l\u00e9charger l\u2019\u00e9tude DE<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_self\" href=\"\/app\/uploads\/2025\/12\/gb_igem_media-bias_kurzversion_en.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">T\u00e9l\u00e9charger l\u2019\u00e9tude EN<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-color:#f2f2f2;--awb-bg-color-hover:#f2f2f2;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">\u00c0 propos de l&#8217;\u00e9tude<\/h2><\/div><ul style=\"--awb-line-height:28.9px;--awb-icon-width:28.9px;--awb-icon-height:28.9px;--awb-icon-margin:11.9px;--awb-content-margin:40.8px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>R\u00e9alis\u00e9e par Goldbach Media et l\u2019IGEM en coop\u00e9ration avec la WEMF<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>L\u2019\u00e9tude a port\u00e9 sur l\u2019utilisation des m\u00e9dias par les professionnels du marketing et des m\u00e9dias ainsi que sur leur \u00e9valuation du comportement de la population suisse en mati\u00e8re d\u2019utilisation des m\u00e9dias<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Au total, 657&nbsp;participants de Suisse al\u00e9manique et de Suisse romande<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>M\u00e9dias interrog\u00e9s (extrait)&nbsp;: Print, Radio, TV, Online, services de diffusion de programmes t\u00e9l\u00e9vis\u00e9s, Video et musicaux, m\u00e9dias sociaux, services de messagerie, outils de vid\u00e9oconf\u00e9rence, Smartwatch, Smart Speaker<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>L\u2019IGEM-Digimonitor&nbsp;2021 sert de comparaison avec l\u2019utilisation r\u00e9elle des m\u00e9dias \u00e9lectroniques interrog\u00e9s. Pour le Print, les donn\u00e9es proviennent de la MA&nbsp;Strategy&nbsp;2020.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>P\u00e9riode d\u2019enqu\u00eate&nbsp;: ao\u00fbt\/septembre&nbsp;2021<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-Star\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>M\u00e9thode&nbsp;: enqu\u00eate Online (CAWI)<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":27697,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[89],"tags":[250],"kanal":[],"werbeform":[],"class_list":["post-27701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","tag-etudie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00c9tude \u00ab\u00a0Media Bias\u00a0\u00bb \u2013 Comparaison des habitudes d\u2019utilisation des m\u00e9dias<\/title>\n<meta name=\"description\" content=\"\u00c9tude \u00ab\u00a0Media Bias \u2013 Comparaison de l\u2019utilisation des m\u00e9dias par les professionnels du marketing et des m\u00e9dias par 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