{"id":61646,"date":"2026-07-06T08:50:18","date_gmt":"2026-07-06T06:50:18","guid":{"rendered":"https:\/\/handelsverband.swiss\/?p=61646"},"modified":"2026-07-06T08:50:57","modified_gmt":"2026-07-06T06:50:57","slug":"limpact-exige-la-qualite-enseignements-de-letude-de-marche-youtube","status":"publish","type":"post","link":"https:\/\/handelsverband.swiss\/fr\/limpact-exige-la-qualite-enseignements-de-letude-de-marche-youtube\/","title":{"rendered":"L&#8217;impact exige la qualit\u00e9 \u2013 Enseignements de l&#8217;\u00e9tude de march\u00e9 YouTube de Webrepublic"},"content":{"rendered":"<p><em>Article de Adrian Wenzl,\u00a0<a href=\"https:\/\/www.webrepublic.com\/\" target=\"_blank\" rel=\"noopener\">Webrepublic AG<\/a>, que nous publions avec son aimable autorisation.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>YouTube s&#8217;est impos\u00e9 comme le pilier des strat\u00e9gies vid\u00e9o en Suisse. Avec 2,6 millions d&#8217;utilisateurs hebdomadaires (18-59 ans), la plateforme surpasse la SSR (2,3 mio) et les cha\u00eenes priv\u00e9es (1,6 mio). Toutefois, la port\u00e9e seule ne garantit pas le succ\u00e8s : l&#8217;impact r\u00e9el d\u00e9pend de l&#8217;attention et de la m\u00e9morisation.<\/strong><\/p>\n<p><strong>Ces chiffres impressionnants ne doivent cependant pas masquer une r\u00e9alit\u00e9 : la port\u00e9e (reach) n&#8217;est ni le Saint Graal du marketing, ni l&#8217;unique indicateur de performance d&#8217;une campagne. En effet, la port\u00e9e seule ne permet pas de mesurer l&#8217;impact r\u00e9el sur le succ\u00e8s commercial. Ce qui importe bien plus, c&#8217;est de savoir si une publicit\u00e9 a v\u00e9ritablement \u00e9t\u00e9 vue et si elle a marqu\u00e9 l&#8217;esprit des internautes.<\/strong><\/p>\n<p>C&#8217;est pourquoi nous nous sommes pench\u00e9s sur les habitudes d&#8217;utilisation de YouTube en Suisse et sur les conditions requises pour que les impressions publicitaires se traduisent par un impact r\u00e9el.<\/p>\n<p><strong>M\u00e9thodologie de l&#8217;\u00e9tude<br \/>\n<\/strong>L&#8217;\u00e9tude men\u00e9e par GfK aupr\u00e8s de 750 r\u00e9sidents de <strong>Suisse al\u00e9manique<\/strong> (15-74 ans) via des entretiens web (CAWI) offre une base de donn\u00e9es repr\u00e9sentative du march\u00e9 suisse.<\/p>\n<p><strong>Principaux enseignements de l&#8217;\u00e9tude d&#8217;utilisation de YouTube<\/strong><\/p>\n<ul>\n<li><strong>Usage intensif :<\/strong> 44 min\/jour en moyenne, avec un pic \u00e0 50 min le week-end, surtout chez les 15-34 ans.<\/li>\n<li><strong>Prime-time :<\/strong> Contrairement \u00e0 la TV, l&#8217;audience culmine l&#8217;apr\u00e8s-midi, principalement sur mobile et desktop.<\/li>\n<li><strong>Utilisation des appareils :<\/strong> Les donn\u00e9es d\u00e9montrent que l&#8217;utilisation r\u00e9guli\u00e8re de YouTube se concentre g\u00e9n\u00e9ralement sur un ou deux appareils privil\u00e9gi\u00e9s. En tant que m\u00e9dia de journ\u00e9e, l&#8217;utilisation sur mobile et desktop domine largement ; la TV connect\u00e9e (CTV) ne joue encore qu&#8217;un r\u00f4le marginal en Suisse. L&#8217;hypoth\u00e8se d&#8217;un zapping permanent entre de nombreux terminaux s&#8217;av\u00e8re donc nuanc\u00e9e.<\/li>\n<li><strong>Motivations d&#8217;utilisation :<\/strong> YouTube est souvent per\u00e7u \u00e0 tort comme un simple m\u00e9dia de divertissement et de d\u00e9tente (\u00ab lean-back \u00bb). Les r\u00e9sultats de notre \u00e9tude rectifient cette perception. Tr\u00e8s souvent, les utilisateurs et utilisatrices suisses cherchent des solutions sur YouTube, qu&#8217;il s&#8217;agisse de sujets techniques complexes, de d\u00e9veloppement des comp\u00e9tences professionnelles ou de tutoriels de bricolage (DIY).<\/li>\n<\/ul>\n<p><strong>Quelles sont les implications de ces r\u00e9sultats pour la planification des campagnes ?<br \/>\n<\/strong>Certaines motivations d&#8217;utilisation s&#8217;accompagnent plus volontiers d&#8217;un niveau d&#8217;attention \u00e9lev\u00e9 que d&#8217;autres. Lorsque YouTube est utilis\u00e9 de mani\u00e8re cibl\u00e9e pour r\u00e9soudre un probl\u00e8me, s&#8217;informer sur un sujet ou suivre activement un contenu \u2013 dans le cadre du sport ou de centres d&#8217;int\u00e9r\u00eat sp\u00e9cifiques, par exemple \u2013, cela cr\u00e9e des situations d&#8217;\u00e9coute particuli\u00e8rement focalis\u00e9es. Dans ces moments-l\u00e0, la probabilit\u00e9 que les messages publicitaires soient per\u00e7us et m\u00e9moris\u00e9s est nettement sup\u00e9rieure.<\/p>\n<p>En tant que planificateurs et planificatrices m\u00e9dias, notre objectif ne doit donc pas \u00eatre de toucher les individus lorsqu&#8217;ils cherchent simplement \u00e0 se distraire, mais plut\u00f4t lorsqu&#8217;ils accordent une attention r\u00e9elle aux contenus.<\/p>\n<p><strong>En r\u00e9sum\u00e9<br \/>\n<\/strong>La compr\u00e9hension des contextes d&#8217;utilisation est le nouveau levier de performance. YouTube n&#8217;est pas un bloc homog\u00e8ne, mais un \u00e9cosyst\u00e8me o\u00f9 le succ\u00e8s d\u00e9pend des motivations de l&#8217;utilisateur. Dans un monde o\u00f9 les algorithmes automatisent presque tout, la compr\u00e9hension fine des contextes d&#8217;utilisation devient un v\u00e9ritable avantage concurrentiel. Seuls ceux qui comprennent comment et pourquoi les individus consomment les m\u00e9dias peuvent combler le foss\u00e9 entre une simple impression publicitaire et un souvenir ancr\u00e9.<\/p>\n<p><strong>YouTube Impact Engine : notre solution pour des campagnes percutantes<br \/>\n<\/strong>Pour r\u00e9soudre ce dilemme, <a href=\"https:\/\/www.webrepublic.com\/\" target=\"_blank\" rel=\"noopener\">Webrepublic<\/a>\u00a0a d\u00e9velopp\u00e9 sa propre logique d&#8217;\u00e9valuation pour YouTube, compl\u00e9tant les signaux natifs de la plateforme par une perspective d&#8217;impact ind\u00e9pendante.<br \/>\nPour plus d&#8217;informations, n&#8217;h\u00e9sitez pas \u00e0 nous contacter : <a href=\"&#x6d;&#x61;&#x69;&#x6c;&#116;&#111;&#58;&#104;ell&#x6f;&#x40;&#x77;&#x65;&#x62;&#114;&#101;&#112;ubl&#x69;&#x63;&#x2e;&#x63;&#x68;\">&#104;&#x65;&#108;&#x6c;&#111;&#x40;w&#x65;b&#114;&#x65;&#112;&#x75;&#98;&#x6c;i&#x63;&#46;&#99;&#x68;<\/a><\/p>\n<p><a href=\"https:\/\/www.webrepublic.com\/en\/insights\/youtube-studie-schweiz-2026\" target=\"_blank\" rel=\"noopener\"><strong>T\u00e9l\u00e9chargement de l&#8217;\u00e9tude de march\u00e9 YouTube de Webrepublic en anglais<\/strong><\/a><br \/>\n<strong><a href=\"https:\/\/www.webrepublic.com\/de\/insights\/youtube-nutzungsstudie-schweiz\" target=\"_blank\" rel=\"noopener\">T\u00e9l\u00e9chargement de l&#8217;\u00e9tude de march\u00e9 YouTube de Webrepublic en allemand<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article de Adrian Wenzl,\u00a0Webrepublic AG,<\/p>\n","protected":false},"author":4782,"featured_media":61693,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-61646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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