Defining Social Media in Switzerland - 02/2010 update

02/2010 Update
Defining Social Networksin SwitzerlandFebruary 23, 2010
Sabine Dufaux
Strategic Planner
twitter.com/sdufaux
www.sabinedufaux.com

worldwide trends in socialnetworks does not exist. how does the swisssphereevolve?
Here is a collection of raw data for the use of social networks in Switerland. We are now able to compare September 2009, November 2009 and January 2010 figures. Some new valuable social networks have been added.
Data: January 2010. All stats are from Google Ad Planner

Facebook
TrafficStatistics, Switzerland vs. Worldwide
Unique visitors (estimated cookies) 6.2 M 1.1 B
Unique visitors (users) 2.3 M 490 M
Reach 42% 31.5%
Page views 2.3 B 570 B
Total visits 89 M 18 B
Avg visits per visitor 39 37
Avg time on site 20:00 26:40
Householdincome
0 – 46’200 CHF 15%
46’201 – 77’900 CHF 29%
77’901 – 93’600 CHF 20%
93’601 – 113’900 CHF 12%
113’901 – 150’000 CHF 15%
150’000< 8%
Gender
Male 52%
Female 48%
Education
Lessthan HS diploma 40%
High School 21%
Some college 14%
Bachelorsdegree 10%
Graduate degree 16%
01/2010Nr. 1Reach42%
Age
0-17 18%
18-24 12%
25-34 24%
35-44 20%
45-54 12%
55-64 9%
65< 3%
11/2009Nr. 1Reach38.4%
09/2009Nr. 1Reach34.4%
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

MySpace
Unique visitors (estimated cookies) 750 K 230 M
Unique visitors (users) 260 K 89 M
Reach 4.7% 5.8%
Page views 13 M 32 B
Total visits 1.7 M 1.6 B
Avg visits per visitor 6.7 17
Householdincome
0 – 46’200 CHF 18%
46’201 – 77’900 CHF 32%
77’901 – 93’600 CHF 18%
93’601 – 113’900 CHF 10%
113’901 – 150’000 CHF 14%
150’000< 6%
Gender
Male 64%
Female 36%
Education
Less than HS diploma 46%
High School 20%
Some college 13%
Bachelors degree 8%
Graduate degree 12%
Age
0-17 20%
18-24 10%
25-34 18%
35-44 25%
45-54 15%
55-64 9%
65< 2%

Flickr
Reach 3.5% 3.6%
Page views 9 M 2.1 B
Total visits 1.1 M 230 M
Avg visits per visitor 5.5 4.2
Householdincome
0 – 46’200 CHF 21%
46’201 – 77’900 CHF 30%
77’901 – 93’600 CHF 19%
93’601 – 113’900 CHF 13%
113’901 – 150’000 CHF 12%
150’000< 6%
Gender
Male 68%
Female 32%
Education
High School 23%
Some college 10%
Bachelors degree 9%
Graduate degree 17%
Age
0-17 19%
18-24 7%
25-34 17%
35-44 25%
45-54 17%
55-64 11%
65< 4%

Twitter
Householdincome
0 – 46’200 CHF 21%
46’201 – 77’900 CHF 28%
77’901 – 93’600 CHF 16%
93’601 – 113’900 CHF 15%
113’901 – 150’000 CHF 13%
150’000< 7%
Reach 3.6% 5.3%
Page views 9.1 M 4.9 B
Total visits 1.7 M 720 M
Gender
Male 72%
Female 28%
Education
High School 21%
Some college 10%
Bachelors degree 12%
Graduate degree 21%
Age
0-17 13%
18-24 6%
25-34 17%
35-44 26%
45-54 21%
55-64 13%
65< 5%

LinkedIn
Reach 2.9% 2.7%
Page views 7.4 M 1.9 B
Total visits 1.1M 230 M
Avg visits per visitor 7 5.6
Householdincome
0 – 46’200 CHF 23%
46’201 – 77’900 CHF 19%
77’901 – 93’600 CHF 18%
93’601 – 113’900 CHF 18%
113’901 – 150’000 CHF 13%
150’000< 9%
Gender
Male 68%
Female 32%
Education
High School 19%
Some college 10%
Graduate degree 37%
Age
0-17 6%
18-24 6%
25-34 21%
35-44 29%
45-54 14%
55-64 18%
65< 7%

Xing
Unique visitors (users) 140 K 4.6 M
Reach 2.4% 0.3%
Page views 14M 400 M
Total visits 1.6M 51 M
Avg visits per visitor 11 11
Householdincome
0 – 46’200 CHF 13%
46’201 – 77’900 CHF 30%
77’901 – 93’600 CHF 10%
93’601 – 113’900 CHF 14%
113’901 – 150’000 CHF 14%
150’000< 20%
Gender
Male 70%
Female 30%
Education
High School 25%
Some college 8%
Graduate degree 24%
Age
0-17 4%
18-24 3%
25-34 25%
35-44 30%
45-54 18%
55-64 14%
65< 6%

Digg
Reach 0.8% 1.1%
Page views 520 K 230 M
Total visits 180 K 66 M
Householdincome
0 – 46’200 CHF 26%
46’201 – 77’900 CHF 32%
77’901 – 93’600 CHF 15%
93’601 – 113’900 CHF 8%
113’901 – 150’000 CHF 14%
150’000< 5%
Gender
Male 81%
Female 19%
Education
High School 19%
Some college 9%
Bachelors degree 8%
Graduate degree 17%
Age
0-17 20%
18-24 5%
25-34 15%
35-44 24%
45-54 23%
55-64 14%
65< 0%

Scribd
Reach 0.7% 1.4%
Householdincome
0 – 46’200 CHF 26%
46’201 – 77’900 CHF 21%
77’901 – 93’600 CHF 20%
93’601 – 113’900 CHF 16%
113’901 – 150’000 CHF 13%
150’000< 4%
Gender
Male 72%
Female 28%
Education
High School 17%
Some college 13%
Graduate degree 21%
Age
0-17 11%
18-24 5%
25-34 17%
35-44 27%
45-54 20%
55-64 15%
65< 4%

slideshare
Reach 0.3% 0.5%
Householdincome
0 – 46’200 CHF 37%
46’201 – 77’900 CHF 22%
77’901 – 93’600 CHF 14%
93’601 – 113’900 CHF 14%
113’901 – 150’000 CHF 13%
150’000< 0%
Gender
Male 76%
Female 24%
Education
High School 19%
Some college 16%
Graduate degree 28%
Age
0-17 0%
18-24 0%
25-34 15%
35-44 40%
45-54 27%
55-64 17%
65< 0%

delicious.us
Unique visitors (estimated cookies) 63 K 8.9 M
Reach 0.4% 0.3%
Householdincome
0 – 46’200 CHF 25%
46’201 – 77’900 CHF 28%
77’901 – 93’600 CHF 12%
93’601 – 113’900 CHF 19%
113’901 – 150’000 CHF 16%
150’000< 0%
Gender
Male 79%
Female 21%
Education
High School 18%
Some college 13%
Graduate degree 20%
Age
0-17 12%
18-24 0%
25-34 20%
35-44 26%
45-54 26%
55-64 16%
65< 0%

friendfeed
Unique visitors (estimated cookies) 17 K 3.8 M
Unique visitors (users) 5.8 K 2.1 M
Reach 0.1% 0.1%
Total visits 30 K 8.9 M
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<
Gender
Male
Female
Incomplete
DATA for CH
Education
Less than HS diploma
High School
Some college
Bachelors degree
Graduate degree
Age
0-17
18-24
25-34
35-44
45-54
55-64
65<

YouTube
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<
Gender
Male
Female
Education
Lessthan HS diploma
High School
Somecollege
Bachelorsdegree
Graduatedegree
NO DATA in AdPlanner!
Age
0-17
18-24
25-34
35-44
45-54
55-64
65<

foursquare
Unique visitors (estimated cookies) - 2.6M
Unique visitors (users) - 1.2M
Reach - 0.1%
Page views - 26 M
Total visits - 5.6 M
Avg visits per visitor - 4.5
Avg time on site - 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<
Gender
Male
Female
Education
High School
Some college
Bachelors degree
Graduate degree
NO DATA for CH in AdPlanner!
Age
0-17
18-24
25-34
35-44
45-54
55-64
65<

gowalla
Unique visitors (estimated cookies) - 630 K
Unique visitors (users) - 290 K
Reach - 0%
Page views - 4.6 M
Total visits - 1 M
Avg visits per visitor - 3.4
Avg time on siteTotal visits - 4:40
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<
Gender
Male
Female
Education
High School
Some college
Bachelors degree
Graduate degree
NO DATA for CH in AdPlanner!
Age
0-17
18-24
25-34
35-44
45-54
55-64
65<

Evolution & Key findings 09/2009 – 11/2009 – 01/2010
Social media network in Switzerland, compared to USA and Worldwide
Unique Visitors (Users) millions per month
+
-

Unique Visitors (Users) millions per month

Reach (%)

on the rise +
Facebook Gaining 100’000 users in 2 months time, Facebook is still on the rise, with 2’300’000 unique users in January. Facebook is always worldwide Top 1. With 42% (Nov.: 38.4%) reach, Switzerland is far above worldwide average: 31.5% (Nov.: 31.6%). Average visits per unique user are impressive: 39 (worldwide: 37).
Twitter Plus 20’000 new users in Switzerland, reaching 200’000 unique users. With multilingual support now, it will probably gain more mainstream users. Twitter remains a huge monitoring and sharing tool for market insights and specialists.
Linkedin The downturn motivates people to stay tuned and wander for career or new business opportunities. Linkedin makes a step with 10’000 new users to reach 160’000. Average visits per unique user suggest Swiss people are anxious: 7 (worldwide: 5.6).
Xing Very popular among Swiss German part of Switzerland, Xing gains 30’000 new unique users by pushing the limits to 140’000 users. Since German speaking part is about 65% of the population, you have to consider opening a Xing account if you intend to work in national companies. As we can see people do.
delicious Link sharing, very useful but not well known. Delicious is on the rise with 7’000 new unique users. Goes up to 22’000 unique visitors.

on the loss -
MySpaceLosing field again in Switzerland, but slightly gaining worldwide. Minus 30’000 users, down to 260’000. Average visits per unique user is below average: 6.7 in Switzerland, 17 worldwide.
FlickrIs photo sharing less appealing? Minus 40’000 unique users, down to 200’000.
Digg The personalized news aggregator loses 8’000 users and falls to 43’000.
Scribd, slideshareOriginal documents and presentation decks sharing are powerful but on the loss. Scribd: 39’000 (-9’000). SlideShare: 15’000 (-3’000).
Friendfeed This social network aggregator is not so popular among Swiss users. No major change: 5’800 unique visitors in January.
Youtube Data is not available on Google AdPlanner.

new
Foursquare vs.Gowalla Those 2009 new born geo-localization networks play already a huge role and will be the next big thing in 2010, especially Foursquare. Early adopters are rushing to this game-like network as it let you connect with your friends around shared and beloved places (restaurants, bars, venues, etc.) by checking-in and earning points, badges and mayorships AKA the most frequent user of the place.
Audience is currently low, potential high and interest rising very fast. Unique users have already doubled in the world. Foursquare competitor Gowalla follows the trend as it can.

WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND?
Data: January 2010. All stats are from Google Ad Planner
Photo credits © sdufaux
Sabine Dufaux
Strategic Planner
twitter.com/sdufaux
www.sabinedufaux.com

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Defining Social Media in Switzerland - 02/2010 update

by Sabine Dufaux on Feb 23, 2010

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