A data profile of the people who buy, follow and care about Modern art in Switzerland — modelled from more than twelve digital signal sources. Modern art has an estimated audience of 1,177,938 people in Switzerland.
The average Modern art fan in Switzerland is 40.2 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Contemporary art, Art exhibition, Abstract art, with strongest over-indexing on Contemporary art (3.75× the country average).
Demographically, the Modern art audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 24 regions tracked by Rascasse.
The typical Modern art fan in Switzerland is more female, around 40.2 years old, with strong Patriotism tendencies and a notable affinity for Contemporary art.
The key figures that characterise the Modern art profile in Switzerland.
59.9% are female, 40.1% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 59.9% |
| Male | 40.1% |
| Average age | 40.2 |
| Estimated audience size | 1,177,938 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 21% |
of the worldwide Modern art audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 11.7% |
| China | 11.6% |
Where the Modern art audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zürich | ~200K | 1.25× | |
| 02 | Canton of Glarus | ~5K | 1.15× | |
| 03 | Canton of Nidwalden | ~5K | 1.14× | |
| 04 | Appenzell Ausserrhoden | ~6K | 1.11× | |
| 05 | Basel-City | ~50K | 1.10× | |
| 06 | Canton of Bern | ~100K | 1.08× | |
| 07 | Uri | ~4K | 1.08× | |
| 08 | Canton of Obwalden | ~5K | 1.06× | |
| 09 | Aargau | ~80K | 1.05× | |
| 10 | Canton of Zug | ~20K | 1.04× | |
| 11 | Basel-Landschaft | ~30K | 1.02× | |
| 12 | Thurgau | ~30K | 1.01× | |
| 13 | Graubünden | ~30K | 1.01× | |
| 14 | Schaffhausen | ~10K | 1.01× | |
| 15 | Canton of St. Gallen | ~60K | 0.97× | |
| 16 | Solothurn | ~30K | 0.97× | |
| 17 | Luzern | ~50K | 0.96× | |
| 18 | Schwyz | ~20K | 0.96× | |
| 19 | Neuchatel | ~20K | 0.93× | |
| 20 | Canton of Geneva | ~70K | 0.90× | |
| 21 | Fribourg | ~40K | 0.88× | |
| 22 | Valais | ~40K | 0.87× | |
| 23 | Vaud | ~100K | 0.86× | |
| 24 | Ticino | ~40K | 0.86× |
The strongest cross-interests of the Modern art audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Abstract art | Arts & Culture | 4.51× | ||
| 02 | Contemporary art gallery | Arts & Culture | 4.34× | ||
| 03 | Art exhibition | Arts & Culture | 4.14× | ||
| 04 | Digital illustration | Arts & Culture | 3.92× | ||
| 05 | Oil painting | Arts & Culture | 3.92× | ||
| 06 | Watercolor painting | Arts & Culture | 3.81× | ||
| 07 | Contemporary art | Arts & Culture | 3.75× | ||
| 08 | Paint | Home & Garden | 3.40× | ||
| 09 | Digital art | Arts & Culture | 3.27× | ||
| 10 | Art museum | Arts & Culture | 3.18× | ||
| 11 | Illustration | Arts & Culture | 2.70× | ||
| 12 | Fine art | Business & Career | 2.54× | ||
| 13 | Drawing | Home & Garden | 2.07× | ||
| 14 | Landscape photography | Technology & Electronics | 1.94× | ||
| 15 | Graphic design | Business & Career | 1.88× | ||
| 16 | Creativity | Home & Garden | 1.82× | ||
| 17 | Nature photography | Technology & Electronics | 1.81× | ||
| 18 | Museum | Arts & Culture | 1.78× | ||
| 19 | Manor | Shopping | 1.53× | ||
| 20 | Handicraft | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.64× | |
| Need for Security | CONSERVATISM | 1.59× | |
| Healthy Lifestyle | BALANCE | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.74× | |
| Early Adopter Mentality | POWER | 0.75× | |
| Urban Lifestyle | OPEN | 0.80× |
Modern art has an estimated audience of 1,177,938 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
59.9% of Modern art fans are female, 40.1% are male, with an average age of 40.2 years.
Modern art fans show strongest brand affinity for Contemporary art (3.75×), Art exhibition (4.14×), and Abstract art (4.51×) over the country average.
Modern art fans in Switzerland are most concentrated in Canton of Zürich (reach ~200K), Canton of Bern (reach ~100K), and Vaud (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Modern art itself, the audience over-indexes on Art exhibition (4.14×), Abstract art (4.51×), Art museum (3.18×), and Watercolor painting (3.81×) 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 Modern art. 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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