1. DECEMBER 2009 UPDATE Defining Social Networksin SwitzerlandDecember 11, 2009 Sabine Dufaux Strategic Planner twitter.com/sdufaux sabinedufaux.blogspot.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 to November 2009 figures. Data: November 2009. All stats are from Google Ad Planner

3. Facebook TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 5.6 M 800 M Unique visitors (users) 2.2 M 400 M Reach 38.4% 31.6% Page views 1.7 B 260 B Total visits 86 M 11 B Avg visits per visitor 39 28 Avg time on site 21:40 25:00 Householdincome 0 – 46’200 CHF 15% 46’201 – 77’900 CHF 30% 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 20% Somecollege 13% Bachelorsdegree 10% Graduatedegree 17% 11/2009Nr. 1Reach38.4% Age 0-17 18% 18-24 12% 25-34 24% 35-44 21% 45-54 12% 55-64 10% 65< 4% 09/2009Nr. 1Reach34.4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

4. MySpace TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 830 K 170 M Unique visitors (users) 290 K 88 M Reach 5.1% 6.9% Page views 21 M 24 B Total visits 2.2 M 1.1 B Avg visits per visitor7.7 12 Avg time on site 10:00 21:40 Householdincome 0 – 46’200 CHF 17% 46’201 – 77’900 CHF 34% 77’901 – 93’600 CHF 19% 93’601 – 113’900 CHF 10% 113’901 – 150’000 CHF 14% 150’000< 5% Gender Male 62% Female 38% Education Less than HS diploma 45% High School 19% Somecollege 13% Bachelorsdegree 8% Graduate degree 15% Age 0-17 22% 18-24 11% 25-34 18% 35-44 24% 45-54 15% 55-64 9% 65< 3% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

5. Flickr TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 690 K 120 M Unique visitors (users) 240 K 61 M Reach 4.3% 4.8% Page views 16 M 2.8 B Total visits 1.4 M 250 M Avg visits per visitor 6 4.1 Avg time on site 8:30 8:10 Householdincome 0 – 46’200 CHF 22% 46’201 – 77’900 CHF 29% 77’901 – 93’600 CHF 18% 93’601 – 113’900 CHF 12% 113’901 – 150’000 CHF 13% 150’000< 6% Gender Male 64% Female 36% Education Less than HS diploma 42% High School 22% Some college 11% Bachelors degree 8% Graduate degree 18% Age 0-17 22% 18-24 8% 25-34 16% 35-44 22% 45-54 18% 55-64 11% 65< 4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

6. Twitter Householdincome 0 – 46’200 CHF 25% 46’201 – 77’900 CHF 27% 77’901 – 93’600 CHF 16% 93’601 – 113’900 CHF 12% 113’901 – 150’000 CHF 14% 150’000< 7% TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 510 K 120 M Unique visitors (users) 180 K 66 M Reach 3.2% 5.2% Page views 9.9 M 4.4 B Total visits 1.7 M 590 M Avg visits per visitor 9.3 9 Avg time on site 9:0012:00 Gender Male 72% Female 28% Education Less than HS diploma 32% High School 22% Some college 11% Bachelors degree 12% Graduatedegree 22% Age 0-17 12% 18-24 7% 25-34 18% 35-44 22% 45-54 22% 55-64 14% 65< 4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

7. LinkedIn TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 430 K 67 M Unique visitors (users) 150 K 34 M Reach 2.7% 2.7% Page views 8.9 M 1.9 B Total visits 1.1M 210 M Avg visits per visitor 7.3 6.1 Avg time on site 7:50 9:00 Householdincome 0 – 46’200 CHF 24% 46’201 – 77’900 CHF 18% 77’901 – 93’600 CHF 20% 93’601 – 113’900 CHF 16% 113’901 – 150’000 CHF 13% 150’000< 9% Gender Male 68% Female 32% Education Less than HS diploma 21% High School 18% Some college 12% Bachelors degree 11% Graduate degree 38% Age 0-17 6% 18-24 6% 25-34 22% 35-44 26% 45-54 16% 55-64 18% 65< 6% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

8. Xing TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 320 K 9.1 M Unique visitors (users) 110 K 4.2 M Reach 2% 0.3% Page views 12M 340 M Total visits 1.2M 38 M Avg visits per visitor 11 8.9 Avg time on site 9:30 9:50 Householdincome 0 – 46’200 CHF 15% 46’201 – 77’900 CHF 32% 77’901 – 93’600 CHF 9% 93’601 – 113’900 CHF 14% 113’901 – 150’000 CHF 13% 150’000< 18% Gender Male 72% Female 28% Education Less than HS diploma 15% High School 25% Some college 10% Bachelors degree 30% Graduate degree 21% Age 0-17 4% 18-24 3% 25-34 26% 35-44 28% 45-54 20% 55-64 12% 65< 7% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

9. Digg TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 140 K 34 M Unique visitors (users) 51 K 19 M Reach 0.9% 1.5% Page views 690 K 340 M Total visits 230 K 80 M Avg visits per visitor 4.5 4.2 Avg time on site 4:30 6:20 Householdincome 0 – 46’200 CHF 30% 46’201 – 77’900 CHF 25% 77’901 – 93’600 CHF 14% 93’601 – 113’900 CHF 10% 113’901 – 150’000 CHF 15% 150’000< 4% Gender Male 82% Female 18% Education Less than HS diploma 35% High School 16% Some college 12% Bachelorsdegree 7% Graduate degree 29% Age 0-17 12% 18-24 8% 25-34 22% 35-44 16% 45-54 22% 55-64 15% 65< 4% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

10. Scribd TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 140 K 37 M Unique visitors (users) 48 K 23 M Reach 0.8% 1.8% Page views 520 K 170 M Total visits 180 K 55 M Avg visits per visitor 3.7 2.4 Avg time on site 4:20 6:10 Householdincome 0 – 46’200 CHF 26% 46’201 – 77’900 CHF 22% 77’901 – 93’600 CHF 18% 93’601 – 113’900 CHF 14% 113’901 – 150’000 CHF 14% 150’000< 6% Gender Male 68% Female 32% Education Lessthan HS diploma 37% High School 19% Some college 13% Bachelors degree 9% Graduate degree 21% Age 0-17 15% 18-24 9% 25-34 14% 35-44 24% 45-54 18% 55-64 16% 65< 3% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

11. delicious.us TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 39 K 8.2 M Unique visitors (users) 15 K 4.2 M Reach 0.3% 0.3% Page views 430 K 90 M Total visits 100 K 19 M Avg visits per visitor 6.9 4.6 Avg time on site 5:20 6:50 Householdincome 0 – 46’200 CHF 38% 46’201 – 77’900 CHF 24% 77’901 – 93’600 CHF 10% 93’601 – 113’900 CHF 11% 113’901 – 150’000 CHF 16% 150’000< 0% Gender Male 86% Female 14% Education Lessthan HS diploma 24% High School 18% Some college 14% Bachelors degree 11% Graduate degree 33% Age 0-17 0% 18-24 0% 25-34 23% 35-44 28% 45-54 37% 55-64 13% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

12. slideshare TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 53 K 18 M Unique visitors (users) 18 K 9.9 M Reach 0.3% 0.6% Page views 240 K 72 M Total visits 71 K 26 M Avg visits per visitor 3.9 2.6 Avg time on site 6:00 5:30 Householdincome 0 – 46’200 CHF 36% 46’201 – 77’900 CHF 20% 77’901 – 93’600 CHF 15% 93’601 – 113’900 CHF 10% 113’901 – 150’000 CHF 11% 150’000< 6% Gender Male 76% Female 24% Education Less than HS diploma 30% High School 20% Some college 15% Bachelors degree 8% Graduate degree 27% Age 0-17 9% 18-24 10% 25-34 15% 35-44 20% 45-54 30% 55-64 16% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

13. friendfeed TrafficStatistics, Switzerland vs. Worldwide Unique visitors (estimated cookies) 18 K 3.8 M Unique visitors (users) 6.5 K 2 M Reach 0.1% 0.2% Page views 320 K 45 M Total visits 48 K 9.1 M Avg visits per visitor 7.5 4.6 Avg time on site 14:20 9:40 Householdincome 0 – 46’200 CHF 100% 46’201 – 77’900 CHF 0% 77’901 – 93’600 CHF 0% 93’601 – 113’900 CHF 0% 113’901 – 150’000 CHF 0% 150’000< 0% Gender Male 100% Female 0% Education Less than HS diploma 45% High School 0% Somecollege 0% Bachelorsdegree 0% Graduate degree 55% NOT RELEVANT! Age 0-17 0% 18-24 0% 25-34 0% 35-44 0% 45-54 100% 55-64 0% 65< 0% WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, 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: November 2009, Google Ad Planner

15. Evolution 09/2009 – 11/2009 WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

16. Key findings09/2009 – 11/2009Some comments about most popular Social networks in Switzerland Facebook Gaining 300’000 users in 2 months time, Facebook breaks the 2 billions users limit, with 2’200’000 unique users in November 2009. Facebook is n°1 in the country as worldwide. With 38.4% (Sept.: 34.4%) reach, Switzerland is far above worldwide average: 31.6% (Sept.: 28.8%). MySpace Still losing field with a loss of 70’000 users. Flickr A 20’000 unique users loss and an age span gaining power in the young and the senior users. Twitter Despite of a huge media coverage in theSswiss newspapers, Twitter is only gaining 10’000 new users. Female are more and more attracted to this social network. 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 serious step with 30’000 new users. Xing Very popular among Swiss German part of Switzerland. As Swiss speaking part of the country is about 65% of the population, you have to consider opening a Xing account if you intend to work in national companies. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

17. Key findings09/2009 – 11/2009Some comments about most popular Social networks in Switzerland Digg As a kind of (discovering & sharing) news aggregator, the main issue with Digg is its English interface and the lack of use on sites and editor’s sites in Switzerland. Scribd, slideshareOriginal document sharing is powerful. Scribd is gaining 9’000 users, as SlideShare 3’000 users. delicious Link sharing, very useful but not so well known. Delicious is loosing users. Friendfeed This social network aggregator is not so popular among Swiss users. Youtube Data is not available on Google AdPlanner. Gender Social media usage is gaining on the chicks rule: Facebook +1%; Flickr +2%; Twitter +2%; LinkedIn +1%; delicious +1%; Scribd +3%; Slideshare +4%. But Switzerland pretty remains a wolrd of men. Age Senior people are on the rise. Vocational and higher education LinkedIn, Xing, SlideShare, Scribd networks are essential to achieve professional and career objectives. Slideshare and Scribd are sharing tools presentation very popular among experts as well as in the world of higher education. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND - Source: November 2009, Google Ad Planner

18. WHAT ABOUT SOCIAL MEDIA IN SWITZERLAND? Data: November 2009. All stats are from Google Ad Planner Photo credits © sdufaux Sabine Dufaux Strategic Planner twitter.com/sdufaux sabinedufaux.blogspot.com