Defining Social Media in Switzerland - June 2010

06/2010 UPDATE DEFINING SOCIAL NETWORKS IN SWITZERLAND July 20, 2010 Sabine DUFAUX Strategic Planner WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com twitter.com/sdufaux Data: June 2010, Doubleclick Ad Planner, by Google sabinedufaux.com

WORLDWIDE TREND IN SOCIAL NETWORKS DOES NOT EXIST. HOW DOES THE SWISS SPHERE EVOLVE? Here is a collection of charts showing the use of social networks in Switerland. This report has been tracking data every other month since September 2009. Previous releases available on Slideshare: http://www.slideshare.net/sdufaux. Data: April 2010. All stats are from Doubleclick Ad Planner WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Unique Visitors (Users), in millions 3,000 2,500 2,000 09/2009 1,500 11/2009 01/2010 04/2010 1,000 06/2010 0,500 0,000 WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Reach in % 50,0% 45,0% 40,0% 35,0% 30,0% 09/2009 25,0% 11/2009 01/2010 20,0% 04/2010 15,0% 06/2010 10,0% 5,0% 0,0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Age Span Friendfeed 0 44 28 28 0 Gowalla No relevant Foursquare data for CH Vimeo 13 11 28 25 17 6 0 Dailymotion 21 9 22 33 7 6 1 Slideshare 0 13 29 26 32 0 0-17 Delicious 0 40 30 30 0 18-24 25-34 Scribd 7 12 31 28 15 8 0 35-44 Digg 14 12 32 26 16 0 45-54 Xing 2 4 20 29 35 8 2 55-64 Linkedin 2 7 27 30 19 11 4 65 Twitter 10 8 27 27 18 7 2 Flickr 10 9 27 27 17 7 3 MySpace 14 14 27 24 15 5 1 Facebook 14 9 23 34 13 6 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Male/Female Balance 100% 0 0 16 16 90% 22 22 22 26 24 28 30 32 38 36 80% 70% 60% 50% 100 100 84 84 F 40% 78 78 78 74 76 H 72 70 68 62 64 30% 20% 10% No relevant 0% data for CH WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Avg visits per visitor, per month 40,0 35,0 30,0 25,0 20,0 CH 15,0 WORLD 10,0 5,0 0,0 WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

CH – Social Media Avg time on site, in minutes per month 25,00 20,00 15,00 CH 10,00 WORLD 5,00 0,00 WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

Unique Visitors (Users), in millions Switzerland compared to USA and Worldwide Data 11/2009 01/2010 04/2010 06/2010 Networks CH USA World CH USA World CH USA World CH USA World Facebook 2.200 120.000 400.000 2.300 130.000 490.000 2.600 130.000 490.000 2.600 130.000 550.000 MySpace 0.290 45.000 88.000 0.260 45.000 89.000 0.240 37.000 73.000 0.220 35.000 66.000 Flickr 0.240 16.000 61.000 0.200 14.000 55.000 0.220 14.000 56.000 0.200 13.000 49.000 Twitter 0.180 19.000 66.000 0.200 21.000 82.000 0.210 21.000 88.000 0.220 21.000 96.000 Linkedin 0.150 15.000 34.000 0.160 16.000 42.000 0.150 16.000 38.000 0.150 16.000 38.000 Xing 0.110 0.068 4.200 0.140 0.070 4.600 0.140 0.063 4.700 0.140 0.064 4.700 Digg 0.051 6.600 19.000 0.043 5.600 18.000 0.027 3.800 11.000 0.025 3.500 11.000 Scribd 0.048 3.500 23.000 0.039 2.900 21.000 0.036 2.900 21.000 0.043 2.600 21.000 Delicious 0.015 1.200 4.200 0.022 1.200 5.100 0.018 1.200 5.000 0.018 1.100 5.000 Slideshare 0.018 1.200 9.900 0.015 1.100 8.100 0.019 1.400 11.000 0.022 1.200 11.000 Friendfeed 0.006 0.430 2.000 0.006 0.420 2.100 0.005 0.420 2.600 0.009 0.420 2.900 Youtube no data no data no data no data no data no data no data no data no data no data no data no data Dailymotion 0.260 3.100 31.000 0.260 3.500 34.000 Vimeo 0.052 2.800 9.900 0.057 3.100 12.000 Foursquare no data 0.570 1.200 0.005 1.000 2.600 0.006 1.100 3.100 Gowalla no data 0.120 0.290 no data 0.140 0.350 no data 0.140 0.390 + - WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

increasing + FACEBOOK Facebook levels off and stays around 2’600’000 Unique Users (UU) in June. With 42.2% reach (04/2010: 46.2%), Switzerland is far above worldwide average: 35.1% (04/2010: 31.7%). Average visits per Unique User are impressive: 36 (worldwide: 34). The largest age demographic is 35-44, at 34% of users (25-34 + 35-44 = 57%). TWITTER Gains again 10’000 new Users in Switzerland to reach 220’000 UU. Twitter users’ reach falls to 3.6% (04/2010: 3.8%). The largest Twitter age demographic is 25-34 + 35-44, at nearly 54% of users. SCRIBD Slight gain for the documents decks sharing network: 43’000 UU (+7’000). SLIDESHARE Increasing its Unique Users to 22’000 UU (+3’000). FRIENDFEED This social aggregator peaks to: 8’500 UU (+3’500). VIMEO Scanning Vimeo since last April. Growing its community to 57’000 UU (+5’000). YOUTUBE Data is not available on Doubleclick Ad Planner. See previous issue. FOURSQUARE Still an early-adopter world with 5’900 UU (+1’000). WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

decreasing - MYSPACE Since last September, MySpace has been losing field in Switzerland, as on the global market. Down to 220’000 Unique Users (-20’000). Average visits per unique user is below average: 5.7 in Switzerland, 12 Worldwide. Users around the world are leaving the network. FLICKR Minus 20’000 users to 200’000 UU in June 2010. Reach: 3.3% (-20’000) DIGG The personalized news aggregator is in crisis. Plummets to 25’000 UU (-2’000) WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com Data: June 2010, Doubleclick Ad Planner, by Google

WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Data: June 2010. All stats are from Google Ad Planner Sabine DUFAUX Strategic Planner Photo credits © sdufaux WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com twitter.com/sdufaux Data: June 2010, Doubleclick Ad Planner, by Google sabinedufaux.com

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Defining Social Media in Switzerland - June 2010

by Sabine Dufaux

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