Rascasse Audience Intelligence

Museum Audience in Switzerland

A data profile of the people who buy, follow and care about Museum in Switzerland — modelled from more than twelve digital signal sources. Museum has an estimated audience of 1,424,518 people in Switzerland.

#12among Touchpoint in Switzerland
#5in Arts & Culture

The average Museum fan in Switzerland is 43.0 years old, more female, and lives primarily in Canton of Zürich.

The audience is concentrated in Canton of Zürich, Canton of Bern, Canton of Geneva.

Top brand affinities include Art exhibition, Modern art, Art museum, with strongest over-indexing on Art exhibition (2.28× the country average).

Demographically, the Museum audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Social Media Usage, Sustainability.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.

The typical Museum fan in Switzerland is more female, around 43.0 years old, with strong Social Media Usage tendencies and a notable affinity for Art exhibition.

Category: Arts & Culture · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Museum profile in Switzerland.

Audience size
1.4M
in Switzerland
Gender
57.5%♀
42.5% male
Age
43.0
average years
Country rank
#302
Touchpoint in Switzerland
Fig. 01

Search interest · 12-month trend

-19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Museum fans

57.5% are female, 42.5% are male, average age 43.0.

Fig. 02

Gender split

57.5%
Female
42.5%
Male
Demographic split for Museum audience in Switzerland
MetricValue
Female57.5%
Male42.5%
Average age43.0
Estimated audience size1,424,518
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the Museum audience in Switzerland
Age bracketShare%
16-1911%
20-2917%
30-3921%
40-4924%
50+27%
Fig. 04

Worldwide distribution

0.7%

of the worldwide Museum audience comes from Switzerland.

Worldwide audience distribution share by country for Museum
CountryShare
United States18.4%
Japan9.1%
China6.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Switzerland average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Museum audience in Switzerland is strongest.

Fig. 05

Top regions by affinity

Museum fans by region: top regions in Switzerland
#RegionReachAffinity×
01Basel-City~100K2.27×
02Canton of Zürich~400K1.70×
03Canton of Bern~200K1.46×
04Canton of Geneva~100K1.39×
05Graubünden~40K1.33×
06Aargau~100K1.32×
07Luzern~80K1.31×
08Canton of St. Gallen~80K1.18×
09Canton of Zug~20K1.15×
10Schwyz~20K1.14×
11Solothurn~40K1.13×
12Thurgau~40K1.09×
13Basel-Landschaft~30K1.04×
14Valais~50K0.90×
15Schaffhausen~10K0.86×
16Canton of Nidwalden~5K0.84×
17Appenzell Ausserrhoden~5K0.82×
18Appenzell Innerrhoden~1K0.81×
19Fribourg~40K0.80×
20Canton of Obwalden~4K0.80×
21Uri~4K0.80×
22Vaud~100K0.79×
23Canton of Glarus~4K0.76×
24Ticino~40K0.69×
25Jura~7K0.69×
26Neuchatel~20K0.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Museum audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Museum audience
#·InterestCategoryAffinity×
01MuseologyPolitics & Society3.40×
02ExhibitionArts & Culture2.85×
03Abstract artArts & Culture2.55×
04Oil paintingArts & Culture2.49×
05Art exhibitionArts & Culture2.28×
06Cultural historyArts & Culture2.24×
07Modern artArts & Culture2.13×
08LibraryLiterature2.13×
09Cultural heritagePolitics & Society2.09×
10Art museumArts & Culture2.07×
11PaintHome & Garden1.90×
12Watercolor paintingArts & Culture1.88×
13Fine artBusiness & Career1.71×
14HouseplantHome & Garden1.71×
15IllustrationArts & Culture1.65×
16Contemporary artArts & Culture1.64×
17Modern architectureArts & Culture1.61×
18Home DesignHome & Garden1.56×
19Home constructionHome & Garden1.53×
20Home repairHome & Garden1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Museum audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Museum audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY1.08×
SustainabilityBALANCE1.06×
Healthy LifestyleBALANCE1.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Museum audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.83×
Price SensitivityPREMIUM0.97×
TravellingTHRILL0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Museum have in Switzerland?

Museum has an estimated audience of 1,424,518 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.

02

What is the gender split and age of Museum fans?

57.5% of Museum fans are female, 42.5% are male, with an average age of 43.0 years.

03

Which brands do Museum fans like most?

Museum fans show strongest brand affinity for Art exhibition (2.28×), Modern art (2.13×), and Art museum (2.07×) over the country average.

04

Where do Museum fans live in Switzerland?

Museum fans in Switzerland are most concentrated in Canton of Zürich (reach ~400K), Canton of Bern (reach ~200K), and Canton of Geneva (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Museum fans also like?

Beyond Museum itself, the audience over-indexes on Modern art (2.13×), Art museum (2.07×), Abstract art (2.55×), and Contemporary art (1.64×) compared to the Switzerland average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Arts & Culture audiences in Switzerland

See Museum audiences in other countries

How to read this data

Audience size is the estimated number of people in Switzerland who actively search for Museum. 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.

About this audience profile

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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