1. 02/2010 Update Defining Social Networksin SwitzerlandFebruary 23, 2010 Sabine Dufaux Strategic Planner twitter.com/sdufaux www.sabinedufaux.com

2. 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

3. 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

4. MySpace TrafficStatistics, Switzerland vs. Worldwide 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 Avg time on site 9:10 18:20 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% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

5. Flickr TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 570 K 120 M Unique visitors (users) 200 K 55 M 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 Avg time on site 7:10 7:20 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 Less than HS diploma 40% 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% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

6. 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% TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 560 K 160 M Unique visitors (users) 200 K 82 M Reach 3.6% 5.3% Page views 9.1 M 4.9 B Total visits 1.7 M 720 M Avg visits per visitor 8.5 8.8 Avg time on site 9:10 13:10 Gender Male 72% Female 28% Education Less than HS diploma 37% 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% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

7. LinkedIn TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 460 K 80 M Unique visitors (users) 160 K 42 M 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 Avg time on site 7:30 8:50 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 Less than HS diploma 23% High School 19% Some college 10% Bachelors degree 12% Graduate degree 37% Age 0-17 6% 18-24 6% 25-34 21% 35-44 29% 45-54 14% 55-64 18% 65< 7% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

8. Xing TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 380 K 12 M 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 Avg time on site 10:00 10:40 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 Less than HS diploma 15% High School 25% Some college 8% Bachelors degree 29% Graduate degree 24% Age 0-17 4% 18-24 3% 25-34 25% 35-44 30% 45-54 18% 55-64 14% 65< 6% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

9. Digg TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 110 K 31 M Unique visitors (users) 43 K 18 M Reach 0.8% 1.1% Page views 520 K 230 M Total visits 180 K 66 M Avg visits per visitor 4.3 3.8 Avg time on site 5:00 5:40 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 Less than HS diploma 47% 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% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

10. Scribd TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 110 K 38 M Unique visitors (users) 39 K 21 M Reach 0.7% 1.4% Page views 350 K 140 M Total visits 140 K 51 M Avg visits per visitor 3.6 2.4 Avg time on site 4:40 5:30 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 Less than HS diploma 40% High School 17% Some college 13% Bachelors degree 10% Graduate degree 21% Age 0-17 11% 18-24 5% 25-34 17% 35-44 27% 45-54 20% 55-64 15% 65< 4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

11. slideshare TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 40 K 15 M Unique visitors (users) 15 K 8.1 M Reach 0.3% 0.5% Page views 160 K 50 M Total visits 53 K 19 M Avg visits per visitor 3.5 2.3 Avg time on site 5:20 5:30 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 Less than HS diploma 28% High School 19% Some college 16% Bachelors degree 10% Graduate degree 28% Age 0-17 0% 18-24 0% 25-34 15% 35-44 40% 45-54 27% 55-64 17% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

12. delicious.us TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 63 K 8.9 M Unique visitors (users) 22 K 5.1 M Reach 0.4% 0.3% Page views 470 K 81 M Total visits 130 K 21 M Avg visits per visitor 5.9 4.2 Avg time on site 5:20 5:30 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 Less than HS diploma 38% High School 18% Some college 13% Bachelors degree 11% Graduate degree 20% Age 0-17 12% 18-24 0% 25-34 20% 35-44 26% 45-54 26% 55-64 16% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

13. friendfeed TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 17 K 3.8 M Unique visitors (users) 5.8 K 2.1 M Reach 0.1% 0.1% Page views 69 K 37 M Total visits 30 K 8.9 M Avg visits per visitor 5.2 4.2 Avg time on site 2:50 8:10 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< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

14. YouTube 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< 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< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

15. foursquare TrafficStatistics, Switzerland vs. Worldwide 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 Less than HS diploma 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< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

16. gowalla TrafficStatistics, Switzerland vs. Worldwide 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 Less than HS diploma 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< WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

17. 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 + - WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

18. Evolution & Key findings 09/2009 – 11/2009 – 01/2010 Unique Visitors (Users) millions per month WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

19. Evolution & Key findings 09/2009 – 11/2009 – 01/2010 Reach (%) WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

20. 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. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

21. 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. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: January 2010, Google Ad Planner

22. 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 - Source: January 2010, Google Ad Planner

23. 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