Switzerland: Instagram overtakes Twitter and Facebook

Why do Swiss internet users become fans of a Facebook fan page and what content do they expect to find there? How do they feel about privacy settings? How many have a QR code reader installed on their smartphone? And do they use it? These questions - and many more - are a daily concern in online marketing. With the survey on social media use in Switzerland, Xeit is providing the analytical basis for answering these questions for the sixth time. The current edition of the study series "Social Media in Switzerland" is based on an online survey with 900 Swiss participants on topics including general and mobile internet use, blogs, social networking and QR codes. The survey took place between the beginning of February 2015 and the end of March 2015.

The most important findings at a glance:

- Instagram overtakes Twitter to become the number two regularly used network behind Facebook.

- Mobile internet usage continues to rise: 91% use the internet at least once a week while on the move. This is an increase of 22 percentage points compared to the previous year.

- 61 percent feel stressed from time to time from being online all the time.

- The younger generation checks privacy settings more conscientiously than the older generation.

- Less than half of respondents (40 percent) have installed a QR code reader. 70 percent of them rarely or never scan a QR code.

- 32 percent use blogs regularly for business reasons. Especially in dynamic industries, blogs are a good way to keep readers up to date.

- Social networks are still most popular at home. Followed by "on the move" and "at work"

- Despite all the prophecies of doom, Facebook remains the most used social network in Switzerland. 73 percent of the people surveyed use Facebook regularly.

- Attractive, high-quality content is the most important criterion for web users to follow or like a company.