The document analyzes social media usage statistics in Switzerland from September 2009. It provides data on unique visitors, reach, engagement, demographics, and popularity of major social networks in Switzerland compared to worldwide figures. The statistics show older users and a male-dominated audience on Swiss social networks compared to global trends. While certain networks are more popular in Switzerland, the document cautions that statistics only provide part of the picture and qualitative analysis is also needed to understand social media usage patterns.

1. Defining Social Networksin SwitzerlandOctober 11, 2009 Sabine Dufaux Strategic Planner twitter.com/sdufaux

2. Beginning October 2009, Brian Solis pointed out some interesting figures of most popular social networks. These statistics were about the use of social media in the United States. But… worldwide trends in socialnetworks does not exist.What about the Swiss Sphere? Here is a collection of raw data for the use of social networks in Switerland. Related posts & References: Brian Solis, Revealing the People Defining Social Networks Brian Solis, In the World of Social Media, Women Rule Information is beautiful, Chicks RuleData:September 2009. All stats are from Google Ad Planner

3. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 5.6 M 660 M Unique visitors (users) 1.9 M 370 M Reach 34.4% 28.8% Page views 1.3 B 200 B Total visits 78 M 9.5 B Avg visits per visitor 41 25 Avg time on site 20:00 23:20 Householdincome 0 – 46’200 CHF 14% 46’201 – 77’900 CHF 28% 77’901 – 93’600 CHF 21% 93’601 – 113’900 CHF 12% 113’901 – 150’000 CHF 16% 150’000< 8% Children in Household Yes 28% No 72% Gender Male 53% Female 47% Education Lessthan HS diploma 40% High School 21% Somecollege 13% Bachelorsdegree 10% Graduatedegree 17% Age 0-17 18% 18-24 12% 25-34 25% 35-44 20% 45-54 12% 55-64 10% 65< 3% Nr. 1Reach34.4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

4. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 910 K 190 M Unique visitors (users) 360 K 110 M Reach 6.3% 8.2% Page views 28 M 32 B Total visits 2.8 M 1.3 B Avg visits per visitor 7.8 12 Avg time on site 10:50 21:40 Householdincome 0 – 46’200 CHF 17% 46’201 – 77’900 CHF 34% 77’901 – 93’600 CHF 20% 93’601 – 113’900 CHF 11% 113’901 – 150’000 CHF 13% 150’000< 5% Children in Household Yes 30% No 70% Gender Male 62% Female 38% Education Lessthan HS diploma 46% High School 20% Somecollege 13% Bachelorsdegree 8% Graduatedegree 14% Age 0-17 22% 18-24 11% 25-34 20% 35-44 24% 45-54 15% 55-64 8% 65< 2% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

5. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 750 K 120 M Unique visitors (users) 260 K 68 M Reach 4.6% 5.2% Page views 19 M 3 B Total visits 1.5 M 250 M Avg visits per visitor 5.7 3.7 Avg time on site 8:30 9:10 Householdincome 0 – 46’200 CHF 21% 46’201 – 77’900 CHF 32% 77’901 – 93’600 CHF 18% 93’601 – 113’900 CHF 12% 113’901 – 150’000 CHF 12% 150’000< 6% Children in Household Yes 26% No 74% Gender Male 66% Female 34% Education Lessthan HS diploma 39% High School 22% Somecollege 10% Bachelorsdegree 10% Graduatedegree 19% Age 0-17 20% 18-24 8% 25-34 16% 35-44 24% 45-54 18% 55-64 10% 65< 3% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

6. Householdincome 0 – 46’200 CHF 26% 46’201 – 77’900 CHF 30% 77’901 – 93’600 CHF 14% 93’601 – 113’900 CHF 12% 113’901 – 150’000 CHF 12% 150’000< 6% TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 470 K 110 M Unique visitors (users) 170 K 67 M Reach 2.9% 5.2% Page views 9.1 M 4.1 B Total visits 1.6 M 540 M Avg visits per visitor 9.3 8.1 Avg time on site 9:10 11:50 Children in Household Yes 18% No 82% Gender Male 74% Female 26% Education Lessthan HS diploma 35% High School 22% Somecollege 12% Bachelorsdegree 9% Graduatedegree 22% Age 0-17 13% 18-24 8% 25-34 17% 35-44 22% 45-54 25% 55-64 12% 65< 3% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

7. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 350 K 55 M Unique visitors (users) 120 K 31 M Reach 2.2% 2.4% Page views 6.7 M 1.4 B Total visits 820 K 160 M Avg visits per visitor 6.9 5.1 Avg time on site 7:30 9:50 Householdincome 0 – 46’200 CHF 26% 46’201 – 77’900 CHF 15% 77’901 – 93’600 CHF 20% 93’601 – 113’900 CHF 15% 113’901 – 150’000 CHF 15% 150’000< 8% Children in Household Yes 9% No 91% Gender Male 69% Female 31% Education Lessthan HS diploma 20% High School 16% Somecollege 11% Bachelorsdegree 10% Graduatedegree 43% Age 0-17 5% 18-24 6% 25-34 24% 35-44 26% 45-54 15% 55-64 18% 65< 5% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

8. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 140 K 34 M Unique visitors (users) 47 K 21 M Reach 0.8% 1.6% Page views 760 K 340 M Total visits 230 K 80 M Avg visits per visitor 5 3.8 Avg time on site 5:00 6:50 Householdincome 0 – 46’200 CHF 30% 46’201 – 77’900 CHF 28% 77’901 – 93’600 CHF 15% 93’601 – 113’900 CHF 9% 113’901 – 150’000 CHF 13% 150’000< 5% Children in Household Yes 19% No 81% Gender Male 82% Female 18% Education Lessthan HS diploma 40% High School 19% Somecollege 11% Bachelorsdegree 7% Graduatedegree 23% Age 0-17 15% 18-24 12% 25-34 16% 35-44 20% 45-54 22% 55-64 12% 65< 3% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

9. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 100 K 31 M Unique visitors (users) 39 K 21 M Reach 0.7% 1.6% Page views 350 K 140 M Total visits 130 K 41 M Avg visits per visitor 3.4 2 Avg time on site 3:40 6:10 Householdincome 0 – 46’200 CHF 28% 46’201 – 77’900 CHF 24% 77’901 – 93’600 CHF 20% 93’601 – 113’900 CHF 10% 113’901 – 150’000 CHF 12% 150’000< 6% Children in Household Yes 19% No 81% Gender Male 71% Female 29% Education Lessthan HS diploma 37% High School 23% Somecollege 8% Bachelorsdegree 8% Graduatedegree 24% Age 0-17 15% 18-24 8% 25-34 16% 35-44 21% 45-54 20% 55-64 16% 65< 4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

10. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 52 K 8.2 M Unique visitors (users) 20 K 5.1 M Reach 0.4% 0.4% Page views 520 K 90 M Total visits 140 K 21 M Avg visits per visitor 6.8 4.2 Avg time on site 5:40 6:00 Householdincome 0 – 46’200 CHF 30% 46’201 – 77’900 CHF 26% 77’901 – 93’600 CHF 10% 93’601 – 113’900 CHF 19% 113’901 – 150’000 CHF 15% 150’000< 0% Children in Household Yes 10% No 90% Gender Male 85% Female 15% Education Lessthan HS diploma 24% High School 18% Somecollege 15% Bachelorsdegree 10% Graduatedegree 32% Age 0-17 0% 18-24 0% 25-34 21% 35-44 25% 45-54 38% 55-64 16% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

11. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 39 K 12 M Unique visitors (users) 15 K 8.3 M Reach 0.3% 0.6% Page views 150 K 50 M Total visits 56 K 18 M Avg visits per visitor 3.7 2.1 Avg time on site 4:30 6:10 Householdincome 0 – 46’200 CHF 31% 46’201 – 77’900 CHF 22% 77’901 – 93’600 CHF 16% 93’601 – 113’900 CHF 15% 113’901 – 150’000 CHF 16% 150’000< 0% Children in Household Yes 14% No 86% Gender Male 80% Female 20% Education Lessthan HS diploma 27% High School 22% Somecollege 10% Bachelorsdegree 0% Graduatedegree 40% Age 0-17 0% 18-24 0% 25-34 23% 35-44 28% 45-54 31% 55-64 19% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

12. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 22 K 4.7 M Unique visitors (users) 8.6 K 2.9 M Reach 0.2% 0.2% Page views 220 K 61 M Total visits 60 K 12 M Avg visits per visitor 7 4.1 Avg time on site 7:00 10:00 Householdincome 0 – 46’200 CHF 66% 46’201 – 77’900 CHF 34% 77’901 – 93’600 CHF 0% 93’601 – 113’900 CHF 0% 113’901 – 150’000 CHF 0% 150’000< 0% Children in Household Yes 0% No 100% Gender Male 84% Female 16% Education Lessthan HS diploma 38% High School 26% Somecollege 0% Bachelorsdegree 0% Graduatedegree 35% Age 0-17 0% 18-24 0% 25-34 27% 35-44 29% 45-54 44% 55-64 0% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

13. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 13 K 21 M Unique visitors (users) 4.3 K 9.8 M Reach 0.1% 0.8% Page views 33 K 140 M Total visits 14 K 34 M Avgvisits per visitor 3.3 3.5 Avg time on site 2:50 5:40 Householdincome 0 – 46’200 CHF 46’201 – 77’900 CHF 77’901 – 93’600 CHF 93’601 – 113’900 CHF 113’901 – 150’000 CHF 150’000< Children in Household Yes No Gender Male Female NOT RELEVANT! Education Lessthan HS diploma High School Somecollege Bachelorsdegree Graduatedegree Age 0-17 18-24 25-34 35-44 45-54 55-64 65< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

14. TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) Unique visitors (users) Reach Page views Total visits Avgvisits per visitor Avg time on site Householdincome 0 – 46’200 CHF 46’201 – 77’900 CHF 77’901 – 93’600 CHF 93’601 – 113’900 CHF 113’901 – 150’000 CHF 150’000< Children in Household Yes No Gender Male Female NOT RELEVANT! Education Lessthan HS diploma High School Somecollege Bachelorsdegree Graduatedegree Age 0-17 18-24 25-34 35-44 45-54 55-64 65< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

15. SOMEINSIGHTS WHO IS ON? WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Fact 1 AudiencePeople are older than you think.Especially on that Facebook thing!

16. THIS IS A MEN’S WORLD WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Fact 2 Chicks are not ruling here, baby! Gender balance on social networking is pretty male.

17. WHICH SOCIAL NETWORK IS GO(O)D? WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Fact 3 All & none! It only depends on the ecosystem and the context you want to connect within. Most popular is

18. Statistics are only figures. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Fact 4And now? Do not underestimate qualitative data. Analyse the context! Social media is about people.

19. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Related posts & Reference: Brian Solis, Revealing the People Defining Social Networks Brian Solis, In the World of Social Media, Women Rule Information is beautiful, Chicks RuleData: September 2009. All stats are from Google Ad Planner Photo credits © sdufaux Sabine Dufaux Strategic Planner twitter.com/sdufaux