Defining Social Media in Switzerland - 09/2009

Defining Social Networksin SwitzerlandOctober 11, 2009
Sabine Dufaux
Strategic Planner
twitter.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 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

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

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
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%
Yes 30%
No 70%
Gender
Male 62%
Female 38%
Education
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%

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
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%
Yes 26%
No 74%
Gender
Male 66%
Female 34%
Education
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%

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%
Reach 2.9% 5.2%
Page views 9.1 M 4.1 B
Total visits 1.6 M 540 M
Yes 18%
No 82%
Gender
Male 74%
Female 26%
Education
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%

Reach 2.2% 2.4%
Page views 6.7 M 1.4 B
Total visits 820 K 160 M
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%
Yes 9%
No 91%
Gender
Male 69%
Female 31%
Education
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%

Reach 0.8% 1.6%
Page views 760 K 340 M
Avg visits per visitor 5 3.8
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%
Yes 19%
No 81%
Gender
Male 82%
Female 18%
Education
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%

Reach 0.7% 1.6%
Avg visits per visitor 3.4 2
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%
Yes 19%
No 81%
Gender
Male 71%
Female 29%
Education
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%

Unique visitors (estimated cookies) 52 K 8.2 M
Unique visitors (users) 20 K 5.1 M
Reach 0.4% 0.4%
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%
Yes 10%
No 90%
Gender
Male 85%
Female 15%
Education
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%

Unique visitors (users) 15 K 8.3 M
Reach 0.3% 0.6%
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%
Yes 14%
No 86%
Gender
Male 80%
Female 20%
Education
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%

Unique visitors (estimated cookies) 22 K 4.7 M
Unique visitors (users) 8.6 K 2.9 M
Reach 0.2% 0.2%
Avg visits per visitor 7 4.1
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%
Yes 0%
No 100%
Gender
Male 84%
Female 16%
Education
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%

Unique visitors (users) 4.3 K 9.8 M
Reach 0.1% 0.8%
Avgvisits per visitor 3.3 3.5
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<
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<

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<
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<

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

THIS IS A MEN’S WORLD
Fact 2
Chicks are not ruling here, baby!
Gender balance on social networking is pretty male.

WHICH SOCIAL NETWORK
IS GO(O)D?
Fact 3
All & 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.

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

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Defining Social Media in Switzerland - 09/2009

by Sabine Dufaux

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