Study 2025: what Swiss consumers really want in digital
Study 2025: What Swiss consumers really want in digital
- 99% of Swiss are connected to the Internet, totaling 8.86 million users.
- On average, they spend 5 hours 47 minutes per day on digital media.
- 80% of internet users make online purchases each month, influenced by free delivery (60.5%) and promotions (38.9%).
- Social networks: 74.9% of the active population uses them, with WhatsApp (87.2%) and Instagram (70%) leading the way.
- Expectations are shifting towards more personalized and seamless digital interactions.
Key trends:
- : Massive adoption and expectations focused on simplicity and customer benefits.
- Social networks: Targeted use with significant growth on LinkedIn (+14%).
- Data protection: The revFADP law has imposed strict rules since 2023, enhancing security and transparency.
- Emerging technologies: AI and AR/VR tools are transforming sectors like commerce, industry, and financial services.
Swiss companies must adapt to these changes by investing in security, personalization, and continuous training to meet consumer expectations.
Swiss Digital Strategy 2025
Trends of Swiss digital consumers in 2025
Let's take a closer look at the digital behaviors shaping the consumer landscape in Switzerland by 2025.
Online shopping habits
In 2025, online commerce in Switzerland reaches an impressive maturity. With almost universal adoption, the digital market is redefining the customer journey and setting new expectations for interaction and service.
Use of social networks
Social media usage in Switzerland continues to evolve in 2025, with 6.70 million active users, representing 74.9% of the population. Some key points:
- YouTube remains the most popular platform with 6.70 million users.
- LinkedIn records a notable increase of 14.0%, reaching 4.90 million members.
- Instagram slightly progresses by 2.8%, totaling 3.70 million users.
These figures show that users seek platforms offering practical features and enriching experiences.
Expectations for web experience
With these changes, users demand more personalized and seamless digital interactions. Consumer behavior on various platforms reflects these new expectations:
| Platform | Variation 2024-2025 | Penetration rate |
|---|---|---|
| +22.6% | 26.1% | |
| Snapchat | +12.4% | 28.4% |
| X | -22.8% | 23.7% |
| TikTok | -10.7% | 29.3% |
An overall 3.2% decrease in active social media accounts indicates a more targeted and thoughtful use of platforms, with users favoring higher-quality experiences.
Data protection standards
Since September 1, 2023, the revised Data Protection Act (revFADP) has imposed strict rules on security and transparency.
revFADP compliance requirements revFADP
The new legislation brings significant changes in personal data management. Companies must now comply with several key obligations:
| Requirement | Description | Impact |
|---|---|---|
| Privacy by design | Integrate data security from product and service development | Requires a review of existing applications and services |
| Record of processing activities | Maintain a detailed record of data processing, except for low-risk SMEs | Mandatory documentation |
| Notification of breaches | Promptly inform the Federal Data Protection and Transparency Commissioner (PFPDT) in case of high risk to individuals | Quick response to incidents |
"The Swiss Federal Council has emphasized the 'risk-based' approach guiding the revision: companies must assess risks to individuals throughout the data lifecycle and mitigate them accordingly."
These requirements underscore the importance of transparency in data-related practices.
Data usage policies
The revFADP also introduces new rules regarding:
- High-risk profiling, requiring explicit consent
- Data transfers abroad, allowed only with adequate guarantees
- Exclusion of data related to legal entities from these provisions
To comply with these requirements while minimizing risks, companies must implement appropriate security measures.
Security implementation guide
Faced with the fact that one in three SMEs has been a victim of a cyberattack, it is essential to take the following steps:
- Update contracts with suppliers to include data protection clauses.
- Establish clear procedures to manage breaches, avoiding fines of up to 250,000 CHF.
- Appoint a data protection advisor responsible for ensuring ongoing compliance.
These steps help reduce risks while meeting legal requirements.
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Technological adoption trends
Technology plays a key role in transforming the Swiss market. The integration of new technologies into the country's digital landscape is progressing rapidly, with a potential economic impact estimated at 92 billion CHF by 2030.
AR/VR market growth
The Swiss AR/VR market is experiencing significant expansion and finding applications in various sectors. In retail, these tools enable experiences like virtual try-ons and product visualization. In industry, they enhance technical training and assisted maintenance. In the financial sector, these technologies enrich customer interactions.
AI and customer experience
Artificial intelligence is transforming how businesses interact with Swiss consumers. According to 91% of executives, AI is a growth driver. A good example is Givaudan, which has developed a generative AI-based assistant to support the creativity of perfumers and flavorists. Additionally, AI-based digital assistants are increasingly used, redefining professional practices.
"Executives recognize the revenue potential of generative AI, heralding transformative growth and innovation. Swiss companies must now strategically leverage this technology to shape the future of their sectors." – Marco Huwiler, General Manager Switzerland, and S&C Lead ASG
Adoption of digital assistants
The growing use of digital assistants also influences the labor market. Generative AI is estimated to transform 45% of working time in Switzerland. A notable example is the partnership between Swisscom and NVIDIA, accompanied by a 100 million CHF investment to develop secure generative AI solutions as part of the "Trusted AI Factory."
Swiss companies focus on continuous training (93% of employees), gradual adoption (only 2% at a large scale), and solutions tailored to local needs to meet the specific expectations of different sectors.
"A human-centered strategy drives Swiss economic growth and surpasses alternatives. Companies and policymakers must invest in the Swiss workforce for innovation and societal benefits." – Miriam Dachsel, Managing Director, S&C Lead Switzerland
Implementation guide for businesses
Updating digital strategy
In Switzerland, successful digital transformation requires a well-targeted strategy. Companies must focus their efforts on the most profitable digital capabilities. According to a study, 91% of Swiss executives believe that generative artificial intelligence can accelerate revenue growth.
Here are the priorities for companies:
- Establish a secure infrastructure integrating AI
- Train teams in new technologies – 93% of Swiss employees want to acquire generative AI skills
- Implement continuous innovation processes aligned with customer expectations
Once the strategy is defined, ensuring a consistent presence across all channels is crucial.
Multichannel integration
With 8.86 million internet users in Switzerland (99% of the population), adopting a multichannel strategy is essential. Swiss consumers seek a seamless transition between different digital channels.
Here is an overview of key channels to integrate:
| Channel | Adoption Rate | Strategic Priority |
|---|---|---|
| 87.2% | Direct communication | |
| Social networks | 74.9% | Marketing and engagement |
| E-commerce | 80% (monthly purchases) | Sales and customer service |
Eliminating friction for customers, especially by avoiding repetitive information requests when switching between channels, is essential. The goal is to offer a unified and personalized experience across all touchpoints.
Successful integration requires appropriate budget planning.
2025 Technology Budget Planning
Technological investments should focus on three main areas:
1. Digital security
- Protecting data remains a top priority.
- Investing in robust systems, knowing that 95% of successful cyberattacks result from human errors.
2. Personalization
Digital marketing could reach $807 billion by 2026. Companies should invest in:
- AI solutions to analyze consumer behaviors
- AR/VR technologies for immersive experiences
- Advanced personalization tools
3. Continuous training
A significant budget should be allocated to developing team skills.
Generative AI could add up to 92 billion CHF to the Swiss GDP by 2030. These targeted investments will enable Swiss companies to remain competitive while balancing technological innovation and security.
Conclusion
The 2025 study highlights a fully connected Switzerland, where digital uses play a central role in daily life. On average, Swiss people spend 5 hours 47 minutes per day on digital media, underscoring the growing importance of these platforms.
To address these developments, it is crucial to strike a balance between innovation and security to build effective digital strategies. Here are some key behaviors and associated statistics:
| Behavior | Key Statistic |
|---|---|
| E-commerce | 80% monthly buyers |
| Social networks | 74.9% of the population |
| 87.2% monthly usage |
These data reflect a transformation in Swiss digital consumption habits, primarily driven by:
- Information search (72.1%)
- Online learning (58.7%)
- News tracking (57.0%)
- Maintaining social connections (56.5%)
To remain competitive in 2025, companies must integrate solutions that combine innovation, data protection, and a seamless user experience. These elements are now essential to meet consumer expectations and stand out in the Swiss market.