Execution

Today, media are used everywhere at all times in countless formats, and there are endless possibilities to customise content. For example, mobile phones can be used to tune in to one's favourite radio station, and iPods can be used to listen to the newspaper - to name just two formats which have become all but mainstream. Today's reality is too complex to be captured in a paper diary. This is why, since 2006, the TUS is carried out with computer-assisted personal interviewing (CAPI) software. For the interviews Tablet PC are used to register the answers directly.

CAPI's flexibility allows it to reflect today's reality:

multi-purpose devices
customised content
multiple parallel media use
no time limits
mobile use
hybrid media formats
dissociation of broadcaster and content owner
numerous distribution platforms

The centrepiece of the hand-held exemplified:

"I am riding the bus on the way to work while reading the newspaper and listening to my favourite tunes on my iPod."

The study in brief

Permanent residents of Switzerland aged 12 and over who are fluent in at least one of the national languages
3,000 face-to-face interviews (+ boost of teenagers) in late 2006, winter 2007/2008, winter 2009/2010
CAPI with handhelds using proprietary software