A data profile of the people who buy, follow and care about Decathlon in Switzerland — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 1,509,379 people in Switzerland.
The average Decathlon fan in Switzerland is 41.3 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include Sportswear (activewear), Conforama, UBS, with strongest over-indexing on Sportswear (activewear) (3.58× the country average).
Demographically, the Decathlon audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Early Adopter Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Decathlon fan in Switzerland is balanced, around 41.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sportswear (activewear).
The key figures that characterise the Decathlon profile in Switzerland.
50.3% are female, 49.7% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 41.3 |
| Estimated audience size | 1,509,379 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 21% | |
| 30-39 | 25% | |
| 40-49 | 24% | |
| 50+ | 21% |
Where the Decathlon audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vaud | ~300K | 1.99× | |
| 02 | Valais | ~100K | 1.87× | |
| 03 | Canton of Geneva | ~200K | 1.65× | |
| 04 | Fribourg | ~80K | 1.54× | |
| 05 | Canton of Bern | ~200K | 1.47× | |
| 06 | Canton of Zürich | ~300K | 1.29× | |
| 07 | Neuchatel | ~40K | 1.27× | |
| 08 | Ticino | ~70K | 1.16× | |
| 09 | Graubünden | ~40K | 1.16× | |
| 10 | Luzern | ~70K | 1.09× | |
| 11 | Canton of Zug | ~20K | 1.01× | |
| 12 | Aargau | ~90K | 1.00× | |
| 13 | Basel-City | ~60K | 0.95× | |
| 14 | Canton of St. Gallen | ~70K | 0.93× | |
| 15 | Solothurn | ~40K | 0.91× | |
| 16 | Basel-Landschaft | ~30K | 0.89× | |
| 17 | Jura | ~9K | 0.85× | |
| 18 | Schwyz | ~20K | 0.76× | |
| 19 | Thurgau | ~30K | 0.72× | |
| 20 | Canton of Nidwalden | ~4K | 0.69× | |
| 21 | Canton of Obwalden | ~4K | 0.68× | |
| 22 | Appenzell Ausserrhoden | ~4K | 0.57× | |
| 23 | Uri | ~3K | 0.54× | |
| 24 | Canton of Glarus | ~3K | 0.48× | |
| 25 | Schaffhausen | ~6K | 0.47× | |
| 26 | Appenzell Innerrhoden | <1K | 0.43× |
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sportswear (activewear) | Fashion & Accessoires | 3.58× | ||
| 02 | Non-alcoholic beverage | Food & Beverages | 2.61× | ||
| 03 | Bershka | Shopping | 2.56× | ||
| 04 | Fielmann | Health | 2.47× | ||
| 05 | Master of Business Administration | Business & Career | 2.34× | ||
| 06 | Track and field | Sports | 2.07× | ||
| 07 | Fnac | Shopping | 2.04× | ||
| 08 | Conforama | Home & Garden | 1.85× | ||
| 09 | Uniqlo | Shopping | 1.83× | ||
| 10 | Nike | Fashion & Accessoires | 1.79× | ||
| 11 | AXA | Business & Career | 1.73× | ||
| 12 | C&A | Shopping | 1.68× | ||
| 13 | FC Bayern Munich | Sports | 1.64× | ||
| 14 | Hardware store | Home & Garden | 1.63× | ||
| 15 | UBS | Business & Career | 1.60× | ||
| 16 | Confectionery | Food & Beverages | 1.59× | ||
| 17 | Lingerie | Fashion & Accessoires | 1.55× | ||
| 18 | Zara | Shopping | 1.54× | ||
| 19 | Aldi | Shopping | 1.51× | ||
| 20 | Drop shipping | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.26× | |
| Design Affinity | PREMIUM | 1.19× | |
| Extroversion | THRILL | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.80× | |
| Luxury Orientation | PREMIUM | 0.87× | |
| Creativity | OPEN | 0.91× |
Decathlon's target market in Switzerland covers an estimated 1,509,379 people, concentrated in Canton of Zürich and Vaud.
50.3% of the Decathlon audience are female, 49.7% are male, with an average age of 41.3 years.
Decathlon fans show strongest brand affinity for Sportswear (activewear) (3.58×), Conforama (1.85×), and UBS (1.6×) over the country average.
Decathlon fans in Switzerland are most concentrated in Canton of Zürich (reach ~300K), Vaud (reach ~300K), and Canton of Bern (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Decathlon itself, the audience over-indexes on Conforama (1.85×), UBS (1.6×), Aldi (1.51×), and Fielmann (2.47×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Decathlon. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Switzerland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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