Social media usage in Switzerland | Latest social media statistics
More than two-thirds of the Swiss population uses social media
72% of the Swiss population is active on social media —a significant increase compared to 2011, when the figure was 53%.
This number is growing steadily, and the number of daily active users will continue to increase in 2024.
Already 69% of users access social networks daily or even several times a day.
Current user numbers (as of August 2024):
With around 4.5 million active users, LinkedIn is the most popular social media network in Switzerland.
This is followed by the meta platforms: Instagram with 3.9 million and Facebook with 2.7 million active users.
Top 7 most used social media platforms in Switzerland
LinkedIn (4,500,000 monthly active users, as of August 2024)
Instagram (3,900,000 monthly active users, as of August 2024)
Facebook (2,700,000 monthly active users, as of August 2024)
TikTok (2,400,000 monthly active users, as of August 2024)
Pinterest (2,191,000 monthly active users, as of August 2024)
Snapchat (2,140,000 monthly active users, as of August 2024)
X ( 1,800,000 monthly active users, as of August 2024)
Social media usage by age
Among those under 25, TikTok dominates, followed by Snapchat and Instagram close behind. In the over-25 age group, Instagram leads, followed by Facebook.
Social media use is particularly prevalent among younger people: 99% of 14- to 19-year-olds are active on social media, while 87% of 20- to 29-year-olds use social media regularly.*
Most popular social media platform in Switzerland – LinkedIn
With more than 890 million users, LinkedIn is the largest professional network in the world. In Switzerland, LinkedIn is the most widely used social media platform.
The average age on LinkedIn Switzerland is approximately 33.5 years.
Half of Swiss users use LinkedIn in German
Over 50% of users in Switzerland are male.
More insights on LinkedIn
👉 LinkedIn usage figures for 2024 🔗
Instagram stays ahead of Facebook
For a long time, Facebook was considered Meta's largest platform. In Switzerland, there is a clear difference in usage figures between the social networks Instagram and Facebook.
More than 40% of Switzerland's total population uses Instagram at least once a month. The platform is particularly popular among young adults and teenagers thanks to its visual content and innovative features such as Stories and shopping integration. 👉 Instagram usage figures 2024 🔗
In contrast, Facebook has seen a decline in young users in recent years and currently has a total of around 3.5 million monthly active users. Facebook remains predominantly relevant among older generations and in professional circles. 👉 Facebook usage figures 2024 🔗
One in four Swiss people use TikTok
The popular short video platform continues to enjoy steady growth in user numbers in 2024 and remains hugely popular.
According to current data , 31.34% of all Swiss people now use TikTok at least once a month.
👉 TikTok usage figures for 2024 🔗
Although TikTok is often known as a platform for young people, it turns out that more than one in three TikTok users in Switzerland are over 34 years old.
Therefore, TikTok should not be limited to the young target group.
Nevertheless, TikTok and Snapchat remain the best platforms
for reaching the younger generation.
Social media user numbers in Switzerland as of August 2024. Information provided without guarantee. Figures for users under the age of 18 are not given, as they are no longer reported by the platforms.
Source: onlineKarma.ch (Data may only be used after consultation with onlineKarma and with reference to sources)
YouTube is not included in these statistics as it is based on different measurement methods. Nevertheless, onlineKarma has calculated that around 14% of YouTube users are under 25 years old. Around 3.7 billion impressions can be achieved on the platform each month.
Who are the TikTok users in Switzerland?