A data profile of the people who buy, follow and care about Google in Switzerland — modelled from more than twelve digital signal sources. Google has an estimated audience of 5,468,512 people in Switzerland.
The average Google fan in Switzerland is 44.0 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Google Maps, Wikipedia, YouTube, with strongest over-indexing on Google Maps (1.72× the country average).
Demographically, the Google audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Urban Lifestyle, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Google fan in Switzerland is balanced, around 44.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Google Maps.
The key figures that characterise the Google profile in Switzerland.
50.1% are female, 49.9% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 50.1% |
| Male | 49.9% |
| Average age | 44.0 |
| Estimated audience size | 5,468,512 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 28% |
of the worldwide Google audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 8.0% |
| China | 4.6% |
| Brazil | 1.9% |
Where the Google audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zürich | ~1M | 1.62× | |
| 02 | Canton of Bern | ~700K | 1.61× | |
| 03 | Aargau | ~400K | 1.32× | |
| 04 | Luzern | ~300K | 1.30× | |
| 05 | Basel-City | ~300K | 1.30× | |
| 06 | Canton of St. Gallen | ~300K | 1.29× | |
| 07 | Solothurn | ~200K | 1.21× | |
| 08 | Vaud | ~600K | 1.18× | |
| 09 | Basel-Landschaft | ~100K | 1.16× | |
| 10 | Ticino | ~200K | 1.12× | |
| 11 | Canton of Geneva | ~400K | 1.10× | |
| 12 | Thurgau | ~200K | 1.10× | |
| 13 | Graubünden | ~100K | 1.10× | |
| 14 | Valais | ~200K | 1.02× | |
| 15 | Fribourg | ~200K | 1.00× | |
| 16 | Canton of Zug | ~70K | 0.98× | |
| 17 | Schwyz | ~80K | 0.96× | |
| 18 | Neuchatel | ~100K | 0.86× | |
| 19 | Schaffhausen | ~30K | 0.78× | |
| 20 | Appenzell Ausserrhoden | ~20K | 0.71× | |
| 21 | Canton of Obwalden | ~10K | 0.70× | |
| 22 | Jura | ~20K | 0.62× | |
| 23 | Canton of Glarus | ~10K | 0.62× | |
| 24 | Canton of Nidwalden | ~10K | 0.58× | |
| 25 | Uri | ~9K | 0.49× | |
| 26 | Appenzell Innerrhoden | ~2K | 0.31× |
The strongest cross-interests of the Google audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wikipedia | Internet & Social Media | 3.35× | ||
| 02 | World Wide Web | Internet & Social Media | 3.13× | ||
| 03 | Android (operating system) | Technology & Electronics | 2.64× | ||
| 04 | Technology & Electronics | 2.58× | |||
| 05 | Mobile phones | Technology & Electronics | 2.01× | ||
| 06 | Social network | Internet & Social Media | 1.95× | ||
| 07 | Claude | Technology & Electronics | 1.94× | ||
| 08 | Smartphones | Technology & Electronics | 1.86× | ||
| 09 | Google Maps | Internet & Social Media | 1.72× | ||
| 10 | Internet & Social Media | 1.70× | |||
| 11 | Software | Technology & Electronics | 1.65× | ||
| 12 | Internet & Social Media | 1.60× | |||
| 13 | Online shopping | Shopping | 1.58× | ||
| 14 | Swisscom | Technology & Electronics | 1.58× | ||
| 15 | German language | Politics & Society | 1.58× | ||
| 16 | Business | Business & Career | 1.55× | ||
| 17 | Chat GPT | Technology & Electronics | 1.55× | ||
| 18 | Shopping | Shopping | 1.52× | ||
| 19 | Beauty | Beauty & Wellness | 1.52× | ||
| 20 | YouTube | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.46× | |
| Sustainability | BALANCE | 1.42× | |
| Travelling | THRILL | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.50× | |
| Social Media Usage | JOY | 0.86× | |
| Healthy Lifestyle | BALANCE | 0.91× |
Google has an estimated audience of 5,468,512 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
50.1% of Google fans are female, 49.9% are male, with an average age of 44.0 years.
Google fans show strongest brand affinity for Google Maps (1.72×), Wikipedia (3.35×), and YouTube (1.51×) over the country average.
Google fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~700K), and Vaud (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Google itself, the audience over-indexes on Wikipedia (3.35×), YouTube (1.51×), Android (operating system) (2.64×), and World Wide Web (3.13×) 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 Google. 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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