Key figures
| Metric | Value | Note |
|---|---|---|
| Smartphone Penetration | 89.5% | of population |
| Mobile Commerce Share | 54.0% | of e-commerce GMV |
| Average App Usage Hours | 3h 40m | per day |
| Mobile Internet Users | 6.5 million | |
| Mobile Ad Spend | €5.7 billion |
Overview
Smartphones are the primary device for digital access in Switzerland, with high penetration rates ensuring widespread use of mobile apps and services. Mobile commerce is a significant and growing channel.
Breakdown
- Top App Categories by Usage Hours: Social Media (29%), Entertainment (27%), News (16%), Shopping (11%), Other (17%)
- Mobile Payment Share (2026): 58% of mobile transactions
- Mobile E-commerce GMV (2026): €16.3 billion
Outlook
Mobile's role in Switzerland's digital landscape will continue to grow. Increased reliance on smartphones for daily tasks and shopping will drive further growth in mobile commerce and app engagement.
Sources: industry surveys, platform filings, and modeled estimates for 2026