A data profile of the people who buy, follow and care about Instant messaging in Switzerland — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 1,051,866 people in Switzerland.
The average Instant messaging fan in Switzerland is 38.3 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 WhatsApp, Snapchat, TikTok, with strongest over-indexing on WhatsApp (4.71× the country average).
Demographically, the Instant messaging audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Sustainability, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 21 regions tracked by Rascasse.
The typical Instant messaging fan in Switzerland is balanced, around 38.3 years old, with strong Sustainability tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Instant messaging profile in Switzerland.
50.2% are female, 49.8% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 50.2% |
| Male | 49.8% |
| Average age | 38.3 |
| Estimated audience size | 1,051,866 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 16% |
of the worldwide Instant messaging audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Appenzell Ausserrhoden | ~5K | 1.15× | |
| 02 | Canton of Nidwalden | ~5K | 1.13× | |
| 03 | Canton of Obwalden | ~5K | 1.12× | |
| 04 | Schaffhausen | ~9K | 1.10× | |
| 05 | Schwyz | ~20K | 1.03× | |
| 06 | Graubünden | ~30K | 1.02× | |
| 07 | Canton of Zug | ~10K | 1.01× | |
| 08 | Canton of St. Gallen | ~50K | 1.00× | |
| 09 | Thurgau | ~30K | 0.99× | |
| 10 | Solothurn | ~30K | 0.99× | |
| 11 | Basel-Landschaft | ~20K | 0.98× | |
| 12 | Basel-City | ~40K | 0.96× | |
| 13 | Luzern | ~40K | 0.95× | |
| 14 | Fribourg | ~40K | 0.95× | |
| 15 | Valais | ~40K | 0.94× | |
| 16 | Aargau | ~60K | 0.93× | |
| 17 | Canton of Geneva | ~70K | 0.92× | |
| 18 | Ticino | ~40K | 0.92× | |
| 19 | Vaud | ~90K | 0.90× | |
| 20 | Canton of Bern | ~90K | 0.88× | |
| 21 | Canton of Zürich | ~100K | 0.79× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Snapchat | Internet & Social Media | 5.74× | ||
| 02 | Internet & Social Media | 4.71× | |||
| 03 | TikTok | Internet & Social Media | 3.09× | ||
| 04 | X | Internet & Social Media | 2.20× | ||
| 05 | 20 Minuten | News | 2.14× | ||
| 06 | Internet & Social Media | 1.84× | |||
| 07 | Culture | Literature | 1.83× | ||
| 08 | Italian language | Politics & Society | 1.77× | ||
| 09 | YouTube | Movies & TV | 1.76× | ||
| 10 | Internet & Social Media | 1.74× | |||
| 11 | Swisscom | Technology & Electronics | 1.73× | ||
| 12 | IKEA | Home & Garden | 1.70× | ||
| 13 | McDonald's | Food & Beverages | 1.70× | ||
| 14 | Online shopping | Shopping | 1.66× | ||
| 15 | Switzerland | Travel & Leisure | 1.65× | ||
| 16 | Bild | News | 1.59× | ||
| 17 | Consumer electronics | Technology & Electronics | 1.59× | ||
| 18 | Amazon.com | Shopping | 1.58× | ||
| 19 | Migros | Shopping | 1.56× | ||
| 20 | Coop | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.50× | |
| Urban Lifestyle | OPEN | 1.25× | |
| Healthy Lifestyle | BALANCE | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.66× | |
| Patriotism | CONSERVATISM | 0.66× | |
| Travelling | THRILL | 0.79× |
Instant messaging has an estimated audience of 1,051,866 people in Switzerland, concentrated in Canton of Zürich and Vaud.
50.2% of Instant messaging fans are female, 49.8% are male, with an average age of 38.3 years.
Instant messaging fans show strongest brand affinity for WhatsApp (4.71×), Snapchat (5.74×), and TikTok (3.09×) over the country average.
Instant messaging fans in Switzerland are most concentrated in Canton of Zürich (reach ~100K), Vaud (reach ~90K), and Canton of Bern (reach ~90K). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Snapchat (5.74×), TikTok (3.09×), YouTube (1.76×), and Google (1.84×) 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 Instant messaging. 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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