Social Media Usage Switzerland | Latest Social Media Statistics
Almost 90% of the Swiss Population Uses Social Media
89% of the Swiss population is active on social media, a significant increase compared to 2024, when it was 72%.
This number is steadily growing, and the number of daily active users will continue to increase in 2024. Over 80% of users access social networks daily.
The gender distribution is generally quite balanced, but there are significant differences across platforms. On Pinterest, over 70% of users are female, while on X (formerly Twitter), 71% of users are male.
Current User Figures (as of November 2025):
LinkedIn remains the most popular social media network in Switzerland, with approximately 5.3 million active users.
Next is the Meta platform: Instagram with 4.1 million. In third place is TikTok with approximately 2.8 million active users.
Top 7 Most Used Social Media Platforms in Switzerland
(As of November 2025)
LinkedIn: 5,300,000 monthly active users
Instagram: 4,100,000 monthly active users
TikTok: 2,777,000 monthly active users
Pinterest: 2,686,000 monthly active users
Facebook: 2,591,800 monthly active users
X (formerly Twitter): 2,348,000 monthly active users
Snapchat: 2,152,000 monthly active users
Social Media Usage by Age
Among those under 25, TikTok dominates, followed by Snapchat and closely by Instagram. In the age group over 25, LinkedIn is ahead, followed by Instagram, Pinterest, and Facebook.
Social media usage is particularly pronounced among younger people: 99% of 14 to 19-year-olds are active on social media, while 87% of those aged 20 to 35 regularly use social media. The average age of social media users is 44 years old.
Most Popular Social Media Platform in Switzerland – LinkedIn
With over 850 million users, LinkedIn is the world's largest professional network. In Switzerland, LinkedIn is the most used social media platform.
The average age on LinkedIn Switzerland is approximately 35 years.
Half of Swiss users access LinkedIn in German.
Over 70% of users in Switzerland are male.
More Insights on LinkedIn
👉 LinkedIn Usage Figures 2025 🔗
Three Strong Players: Meta Focuses on Instagram, Facebook & Threads
With Threads, Meta has expanded its social media family with a third major platform, alongside Instagram and Facebook. The X (formerly Twitter) and Bluesky alternative celebrates its second anniversary on December 14th and already boasts over 400 million users worldwide.
In Switzerland, however, Threads is still in its early stages – exact figures are currently difficult to ascertain. Nevertheless, the trend is clearly upward. In Germany, around 3% of the total population and a full 11% of Gen Z already use the platform.
Threads positions itself as a mix of text, images, and conversation, offering less chaos than X and a more personal feel than Instagram. It's an exciting channel that is likely to gain a stronger foothold in the Swiss market in 2026.
More than 45% of the total population of Switzerland use Instagram at least once a month, with 80% of them using it at least once daily. The platform is particularly popular among young adults and teenagers, thanks to its visual content and innovative features like Stories and shopping integration. 👉 Instagram Usage Figures 2025 🔗
In contrast, Facebook has experienced a decline in young users in recent years and currently stands at approximately 2.5 million monthly active users in total. The short-video platform TikTok and the inspiration platform Pinterest are surpassing the Meta giant in user numbers for the first time. This is not necessarily due to declining users on Facebook, but rather to increasing usage of other platforms. Facebook remains primarily relevant among older generations and in professional settings. 👉 Facebook Usage Figures 2025 🔗
One in three Swiss people uses TikTok
The popular short-video platform continues to see steadily growing user numbers in 2025 and enjoys great popularity.
According to current data, 35.7% of all Swiss individuals now use TikTok at least once a month.
👉 TikTok Usage Statistics 2025 🔗
Although TikTok is often known as a platform for young people, it turns out that more than one in three TikTok users in Switzerland is over 30 years old.
Therefore, TikTok should not be limited to just the younger target audience.
Nevertheless, TikTok and Snapchat remain the best platforms,
to reach the younger generation.
Social media user numbers in Switzerland as of November 2025. Information without guarantee. User numbers under 18 are not provided as platforms no longer disclose them.
Source: onlineKarma.ch (Data usage only after consultation with onlineKarma and with source attribution)
Additional Source: https://www.igem.ch/schwerpunkte/forschung/online/
*YouTube is not included in these statistics as it is based on different measurement methods.
Who are the TikTok users in Switzerland?