Defining Social Networksin SwitzerlandOctober 11, 2009Sabine DufauxStrategic Plannertwitter.com/sdufaux

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 NetworksBrian Solis, In the World of Social Media, Women RuleInformation is beautiful, Chicks RuleData:September 2009. All stats are from Google Ad Planner

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 5.6 M 660 MUnique visitors (users) 1.9 M 370 MReach 34.4% 28.8%Page views 1.3 B 200 BTotal visits 78 M 9.5 BAvg visits per visitor 41 25Avg time on site 20:00 23:20Householdincome0 – 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 HouseholdYes 28%No 72%GenderMale 53%Female 47%EducationLessthan HS diploma 40%High School 21%Somecollege 13%Bachelorsdegree 10%Graduatedegree 17%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 910 K 190 MUnique visitors (users) 360 K 110 MReach 6.3% 8.2%Page views 28 M 32 BTotal visits 2.8 M 1.3 BAvg visits per visitor 7.8 12Avg time on site 10:50 21:40Householdincome0 – 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 HouseholdYes 30%No 70%GenderMale 62%Female 38%EducationLessthan HS diploma 46%High School 20%Somecollege 13%Bachelorsdegree 8%Graduatedegree 14%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 750 K 120 MUnique visitors (users) 260 K 68 MReach 4.6% 5.2%Page views 19 M 3 BTotal visits 1.5 M 250 MAvg visits per visitor 5.7 3.7Avg time on site 8:30 9:10Householdincome0 – 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 HouseholdYes 26%No 74%GenderMale 66%Female 34%EducationLessthan HS diploma 39%High School 22%Somecollege 10%Bachelorsdegree 10%Graduatedegree 19%Age0-17 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

Householdincome0 – 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. WorldwideUnique visitors (estimated cookies) 470 K 110 MUnique visitors (users) 170 K 67 MReach 2.9% 5.2%Page views 9.1 M 4.1 BTotal visits 1.6 M 540 MAvg visits per visitor 9.3 8.1Avg time on site 9:10 11:50Children in HouseholdYes 18%No 82%GenderMale 74%Female 26%EducationLessthan HS diploma 35%High School 22%Somecollege 12%Bachelorsdegree 9%Graduatedegree 22%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 350 K 55 MUnique visitors (users) 120 K 31 MReach 2.2% 2.4%Page views 6.7 M 1.4 BTotal visits 820 K 160 MAvg visits per visitor 6.9 5.1Avg time on site 7:30 9:50Householdincome0 – 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 HouseholdYes 9%No 91%GenderMale 69%Female 31%EducationLessthan HS diploma 20%High School 16%Somecollege 11%Bachelorsdegree 10%Graduatedegree 43%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 140 K 34 MUnique visitors (users) 47 K 21 MReach 0.8% 1.6%Page views 760 K 340 MTotal visits 230 K 80 MAvg visits per visitor 5 3.8Avg time on site 5:00 6:50Householdincome0 – 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 HouseholdYes 19%No 81%GenderMale 82%Female 18%EducationLessthan HS diploma 40%High School 19%Somecollege 11%Bachelorsdegree 7%Graduatedegree 23%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 100 K 31 MUnique visitors (users) 39 K 21 MReach 0.7% 1.6%Page views 350 K 140 MTotal visits 130 K 41 MAvg visits per visitor 3.4 2Avg time on site 3:40 6:10Householdincome0 – 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 HouseholdYes 19%No 81%GenderMale 71%Female 29%EducationLessthan HS diploma 37%High School 23%Somecollege 8%Bachelorsdegree 8%Graduatedegree 24%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 52 K 8.2 MUnique visitors (users) 20 K 5.1 MReach 0.4% 0.4%Page views 520 K 90 MTotal visits 140 K 21 MAvg visits per visitor 6.8 4.2Avg time on site 5:40 6:00Householdincome0 – 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 HouseholdYes 10%No 90%GenderMale 85%Female 15%EducationLessthan HS diploma 24%High School 18%Somecollege 15%Bachelorsdegree 10%Graduatedegree 32%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 39 K 12 MUnique visitors (users) 15 K 8.3 MReach 0.3% 0.6%Page views 150 K 50 M Total visits 56 K 18 MAvg visits per visitor 3.7 2.1Avg time on site 4:30 6:10Householdincome0 – 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 HouseholdYes 14%No 86%GenderMale 80%Female 20%EducationLessthan HS diploma 27%High School 22%Somecollege 10%Bachelorsdegree 0%Graduatedegree 40%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 22 K 4.7 MUnique visitors (users) 8.6 K 2.9 MReach 0.2% 0.2%Page views 220 K 61 MTotal visits 60 K 12 MAvg visits per visitor 7 4.1Avg time on site 7:00 10:00Householdincome0 – 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 HouseholdYes 0%No 100%GenderMale 84%Female 16%EducationLessthan HS diploma 38%High School 26%Somecollege 0%Bachelorsdegree 0%Graduatedegree 35%Age0-17 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

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) 13 K 21 MUnique visitors (users) 4.3 K 9.8 MReach 0.1% 0.8%Page views 33 K 140 M Total visits 14 K 34 MAvgvisits per visitor 3.3 3.5 Avg time on site 2:50 5:40Householdincome0 – 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 HouseholdYesNoGenderMale FemaleNOT RELEVANT!EducationLessthan HS diplomaHigh SchoolSomecollegeBachelorsdegreeGraduatedegreeAge0-17 18-24 25-34 35-44 45-54 55-64 65< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

TrafficStatistics, Switzerland vs. WorldwideUnique visitors (estimated cookies) Unique visitors (users) ReachPage viewsTotal visitsAvgvisits per visitorAvg time on site Householdincome0 – 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 HouseholdYesNoGenderMale FemaleNOT RELEVANT!EducationLessthan HS diplomaHigh SchoolSomecollegeBachelorsdegreeGraduatedegreeAge0-17 18-24 25-34 35-44 45-54 55-64 65< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: September 2009, Google Ad Planner

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

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

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

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.

WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND?Related posts & Reference:Brian Solis, Revealing the People Defining Social NetworksBrian Solis, In the World of Social Media, Women RuleInformation is beautiful, Chicks RuleData: September 2009. All stats are from Google Ad PlannerPhoto credits © sdufauxSabine DufauxStrategic Plannertwitter.com/sdufaux