A data profile of the people who buy, follow and care about Furniture in Switzerland — modelled from more than twelve digital signal sources. Furniture has an estimated audience of 2,818,263 people in Switzerland.
The average Furniture fan in Switzerland is 44.3 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Aargau.
Top brand affinities include IKEA, Denner (supermarkets), Hornbach, with strongest over-indexing on IKEA (1.62× the country average).
Demographically, the Furniture audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Furniture fan in Switzerland is more female, around 44.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the Furniture profile in Switzerland.
57.6% are female, 42.4% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 57.6% |
| Male | 42.4% |
| Average age | 44.3 |
| Estimated audience size | 2,818,263 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 28% |
of the worldwide Furniture audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
Where the Furniture audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zürich | ~1M | 2.03× | |
| 02 | Canton of St. Gallen | ~200K | 1.66× | |
| 03 | Aargau | ~300K | 1.65× | |
| 04 | Schwyz | ~60K | 1.54× | |
| 05 | Thurgau | ~100K | 1.47× | |
| 06 | Luzern | ~200K | 1.42× | |
| 07 | Canton of Bern | ~400K | 1.37× | |
| 08 | Basel-City | ~200K | 1.36× | |
| 09 | Basel-Landschaft | ~80K | 1.29× | |
| 10 | Canton of Zug | ~40K | 1.28× | |
| 11 | Schaffhausen | ~30K | 1.26× | |
| 12 | Solothurn | ~90K | 1.24× | |
| 13 | Canton of Geneva | ~200K | 1.14× | |
| 14 | Graubünden | ~70K | 1.09× | |
| 15 | Canton of Glarus | ~10K | 0.96× | |
| 16 | Appenzell Ausserrhoden | ~10K | 0.93× | |
| 17 | Canton of Nidwalden | ~10K | 0.93× | |
| 18 | Canton of Obwalden | ~10K | 0.92× | |
| 19 | Uri | ~9K | 0.92× | |
| 20 | Appenzell Innerrhoden | ~3K | 0.91× | |
| 21 | Jura | ~20K | 0.88× | |
| 22 | Neuchatel | ~50K | 0.81× | |
| 23 | Vaud | ~200K | 0.73× | |
| 24 | Valais | ~80K | 0.68× | |
| 25 | Ticino | ~80K | 0.67× | |
| 26 | Fribourg | ~70K | 0.67× |
The strongest cross-interests of the Furniture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden furniture | Home & Garden | 1.96× | ||
| 02 | Ready-to-assemble furniture | Home & Garden | 1.90× | ||
| 03 | Bonprix | Shopping | 1.79× | ||
| 04 | Linens | Home & Garden | 1.68× | ||
| 05 | Single-family detached home | Home & Garden | 1.63× | ||
| 06 | IKEA | Home & Garden | 1.62× | ||
| 07 | C&A | Shopping | 1.61× | ||
| 08 | Terraced house | Home & Garden | 1.61× | ||
| 09 | Denner (supermarkets) | Shopping | 1.60× | ||
| 10 | VidaXL | Home & Garden | 1.57× | ||
| 11 | Miele | Home & Garden | 1.57× | ||
| 12 | Child safety seat | Kids & Family | 1.57× | ||
| 13 | JYSK | Home & Garden | 1.53× | ||
| 14 | Bedroom | Home & Garden | 1.52× | ||
| 15 | Couch | Home & Garden | 1.52× | ||
| 16 | Infant bed | Home & Garden | 1.52× | ||
| 17 | Mail order | Fashion & Accessoires | 1.52× | ||
| 18 | Famigros | Kids & Family | 1.52× | ||
| 19 | Hornbach | Shopping | 1.51× | ||
| 20 | Immune system | Health | 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 | 1.07× | |
| Price Sensitivity | PREMIUM | 0.85× | |
| Healthy Lifestyle | BALANCE | 0.78× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.66× | |
| Patriotism | CONSERVATISM | 0.69× | |
| Social Media Usage | JOY | 0.75× |
Furniture has an estimated audience of 2,818,263 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
57.6% of Furniture fans are female, 42.4% are male, with an average age of 44.3 years.
Furniture fans show strongest brand affinity for IKEA (1.62×), Denner (supermarkets) (1.6×), and Hornbach (1.51×) over the country average.
Furniture fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~400K), and Aargau (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Furniture itself, the audience over-indexes on Denner (supermarkets) (1.6×), Hornbach (1.51×), C&A (1.61×), and Garden furniture (1.96×) 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 Furniture. 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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