1. 04/2010 UPDATE
DEFINING SOCIAL NETWORKS
IN SWITZERLAND
May 07, 2010
Sabine DUFAUX
Strategic Planner
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com twitter.com/sdufaux
Data: April 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: April 2010. All stats are from Doubleclick Ad Planner
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
3. CH – Social Media Unique Visitors (Users), in millions
3,000
2,500
2,000
1,500 09/2009
11/2009
01/2010
1,000
04/2010
0,500
0,000
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
4. CH – Social Media Reach in %
50,0%
45,0%
40,0%
35,0%
30,0%
25,0% 09/2009
11/2009
20,0%
01/2010
15,0% 04/2010
10,0%
5,0%
0,0%
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
5. CH – Social Media Age Span
Dailymotion 28 7 14 25 15 10 1
Slideshare 0 27 33 24 16 0
Delicious 0 23 37 23 16 0
Scribd 13 7 22 28 16 14 0
0-17
Digg 21 9 19 23 19 9 0 18-24
24-34
Xing 4 4 30 32 14 13 4
35-44
Linkedin 4 6 27 32 11 15 4 45-54
55-64
Twitter 14 8 18 26 18 14 3
65
Flickr 18 6 18 28 16 11 3
MySpace 19 8 18 28 17 8 2
Facebook 19 7 19 28 16 9 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
6. CH – Social Media Male/Female Balance
100%
13
90% 18 18 21
22
28 28 28 26
30
34 36
80%
70%
60%
50%
87 F
40% 82 82 79
78
72 72 72 74 H
70
66 64
30%
20%
10%
0%
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 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: April 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: April 2010, Doubleclick Ad Planner, by Google
9. Unique Visitors (Users), in millions
Switzerland compared to USA and Worldwide
09/2009 11/2009 01/2010 04/2010
Network CH USA World CH USA World CH USA World CH USA World
Facebook 1.900 370.000 2.200 120.000 400.000 2.300 130.000 490.000 2.600 130.000 490.000
MySpace 0.360 110.000 0.290 45.000 88.000 0.260 45.000 89.000 0.240 37.000 73.000
Flickr 0.260 68.000 0.240 16.000 61.000 0.200 14.000 55.000 0.220 14.000 56.000
Twitter 0.170 67.000 0.180 19.000 66.000 0.200 21.000 82.000 0.210 21.000 88.000
Linkedin 0.120 31.000 0.150 15.000 34.000 0.160 16.000 42.000 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
Digg 0.047 21.000 0.051 6.600 19.000 0.043 5.600 18.000 0.027 3.800 11.000
Scribd 0.039 21.000 0.048 3.500 23.000 0.039 2.900 21.000 0.036 2.900 21.000
Delicious 0.020 5.100 0.015 1.200 4.200 0.022 1.200 5.100 0.018 1.200 5.000
Slideshare 0.015 5.300 0.018 1.200 9.900 0.015 1.100 8.100 0.019 1.400 11.000
Friendfeed 0.008 2.900 0.006 0.430 2.000 0.006 0.420 2.100 0.005 0.420 2.600
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
Vimeo 0.052 2.800 9.900
Foursquare no data 0.570 1.200 0.005 1.000 2.600
Gowalla no data 0.120 0.290 no data 0.140 0.350
+ -
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
10. increasing +
FACEBOOK Since January, FB gained 300’000 users to reach a peak of 2’600’000
Unique Users (UU) in April. Facebook is always worldwide Top 1. With 46.2% reach
(11/2009: 38.4%), Switzerland is far above worldwide average: 31.7% (11/2009: 31.6%).
Average visits per Unique User are impressive: 36 (worldwide: 38).
TWITTER Gaining 10’000 new Users in Switzerland to reach 210’000 UU. Twitter
users’ reach is 3.8%. It remains a huge monitoring and sharing tool for market insights
and specialists.
FLICKR Plus 20’000 users: up to 220’000 UU in April 2010. Reach: 3.9%.
SLIDESHARE Increasing its Unique Users to 19’000.
FOURSQUARE In the very early-adopter sphere with 4’800 UU in one month.
YOUTUBE Data is not available on Doubleclick Ad Planner. There is no global stats
available. In last March, the official YouTube Blog announced that 24 hours of video
were uploaded to YouTube every minute.
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
11. decreasing -
MYSPACE Since last September, MySpace is losing field in Switzerland, as on the
global market. Minus 20’000 since January to 240’000 Unique Users (UU). Average visits
per unique user is below average: 6.2 in Switzerland, 16 worldwide.
LINKEDIN The downturn motivates people to stay tuned and wander for career or new
business opportunities. Linkedin levels off for months and loses 10’000 Users to reach
150’000 UU.
DIGG The personalized news aggregator is in crisis. Plummets to 27’000 UU (-16’000).
SCRIBD Slight loss for the documents decks sharing network: 36’000 UU (-3’000).
DELICIOUS Link sharing, very useful but not well known. Goes down to 18’000 UU
(-4’000).
FRIENDFEED This social network aggregator is not so popular among Swiss users.
Loosing field in CH, but gaining globally: 5’000 UU (-1’000).
WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND by sabinedufaux.com
Data: April 2010, Doubleclick Ad Planner, by Google
