1. 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
2. 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: June 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
