This document summarizes statistics about mobile phone usage in Switzerland: - 84.2% of the Swiss population uses the internet and 43% own a smartphone. The majority of smartphone purchases occurred after 2009. - 57% use their smartphone daily and 41% search online daily via their smartphone, mostly for local information like restaurants, travel, jobs, and real estate. - Mobile internet usage via smartphones and tablets has increased significantly since 2010. - Smartphones running Android and iOS make up the majority of the Swiss market.

1. The Mobile Revolution
Stats for Switzerland
Memi Beltrame
User Experience Designer for Liip
liip.ch
Techtalk - 28. August 2012

2. 84.2% of the swiss
population uses the internet
Source: http://www.internetworldstats.com/top25.htm

3. 43% owns a smartphone
Source: http://liip.to/mobilePlanet

4. Date of first smartphone-purchase
(until 2011)
40% 37%
30%
23%
20%
15%
11%
10% 8%
3% 4%
0%
Before 2007 2007 2008 2009 2010 2011 unknown
Source: Comparis http://liip.to/comparisSmartphone

5. 57% have used their
smartphone on a daily basis in
the last 7 days.
Source: http://liip.to/mobilePlanet

6. 2.7 Mio. Swiss are using the
internet over Mobile

7. 41% search in the internet on
their smartphone on a daily
basis.
Source: http://liip.to/mobilePlanet

8. This is what they are looking for
45% Restaurants
39% Travel
63% 25% Jobs
Product Information on
informations 27% apartments and houses
Source: http://liip.to/mobilePlanet

9. Quota of CH-Internet Users (%), using their
mobile to get online over the last 3 months
50% 46%
37.5%
28.7% 28.4%
25%
14%
12.5% 7.8%
1.1%
0%
All Users Heavy Users (daily) Tablet
2010
2012
Source: Net-Metrix http://liip.to/netMetrix

10. Mobile Purchases on Ricardo.ch
15% 13.6%
11.3%
9.7%
8.1%
7.5%
4.2%
3.8%
1.7%
0%
Jan 11 Mai 11 Sept 11 Jan12 Mai 12
Source: Ricardo.ch

11. Smartphone Operating Systems in CH
Android
23%
iPhone 52% 5% Windows
6%
4% Symbian
Surprisingly 10%
don‘t know what OS
10%
their smartphone has.
Others
I don‘t know
Source: http://liip.to/mobilePlanet

12. Mobile Usage
At home 98 %
On the road 81 %
At work 83 %
Shopping 73 %
In public transport 72 %
At the Restaurant 69 %
At the Café 35 %
At the Airport 58 %
At events 51 %
In the waiting room 73 %
At school 31 %
0 % 25 % 50 % 75 % 100 %

13. Smartphone as Second Screen
listen to music
read a book watch TV
Use their
watch a movie smartphone are online
while they...
play read papers
videogames or magazines