• 50.2%87,765 Males
• 49.8%87,065 Females

Largest group: Males at 50.2%

Largest group: 30-49 at 39.7%

• Less than secondary / high school9.2%16,084
• Secondary / high school graduate22.5%39,337
• Post-secondary vocational / technical training14.7%25,700
• Some college / university – no degree9.5%16,609
• Associate / short-cycle tertiary diploma4.2%7,343
• Bachelor's degree23.5%41,085
• Master's degree (MA, MSc, MBA, etc.)12.3%21,504
• Professional degree (MD, DDS, LLB, JD, etc.)2.8%4,895
• Doctorate (PhD, EdD)1.3%2,273

Largest group: Bachelor's degree at 23.5%

• Married / Civil Partnership44.2%77,275
• Single / Never Married31%54,197
• Divorced8.6%15,035
• Widowed / Separated6.2%10,839
• Living with Partner (Cohabiting)10%17,483

Largest group: Married / Civil Partnership at 44.2%

• Millennials (born 1981–1996)32.4%56,645
• Gen X (born 1965–1980)27.3%47,729
• Gen Z (born 1997–2012)20.3%35,490
• Baby Boomers (born 1946–1964)16.6%29,022
• Silent Generation (born before 1946)3.4%5,944

Largest group: Millennials (born 1981–1996) at 32.4%

• Full-Time Employee36.1%63,114
• Retired14.4%25,176
• Part-Time Employee11.7%20,455
• Student10.3%18,007
• Self-Employed / Contract / Freelance7.4%12,937
• Homemaker6%10,490
• Unemployed3.9%6,818
• Disabled / Not Able to Work3.1%5,420

Largest group: Full-Time Employee at 36.1%

Largest group: Middle Household Income · CHF 95,000 – CHF 129,999 at 23.2%

Largest group: Middle Income · CHF 60,000 – CHF 79,999 at 21.1%

• Credit Card Holders19.5%34,092
• Debit Card Users15.5%27,099
• Online / Mobile Banking Users12.5%21,854
• Life Insurance Policy Holders8.3%14,511
• Digital Wallet / Mobile Money Users7.7%13,462
• Home Loan / Mortgage Holders6.8%11,888
• Personal Loan Holders6.5%11,364
• Retirement / Pension Savers6.4%11,189

Largest group: Credit Card Holders at 19.5%

• Own Primary Residence33.4%58,393
• Rent Primary Residence42.8%74,827
• Live with Family Member(s) in Their Residence14.2%24,826
• Live in Student / University Accommodation5.1%8,916
• Other Living Arrangement4.5%7,867

Largest group: Rent Primary Residence at 42.8%

• 29.1%50,876Apartment / Flat – with balcony or garden
• 18.5%32,344Apartment / Flat – no outside space
• 14%24,476Detached House
• 9.1%15,910Condominium / Serviced Apartment
• 7.8%13,637Terraced / Row House / Townhouse
• 7.7%13,462Semi-Detached House
• 5.5%9,616Bungalow / Single-Storey House
• 2.6%4,546Cottage / Farmhouse
• 2.5%4,371Dormitory / Hostel / Group Quarters
• 2%3,497Other Dwelling Type
• 1.2%2,098Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 29.1%

Largest group: 18+ Years (adult children) at 31.5%

• Household Head / Main Earner17.2%30,071
• Dual-Income Households15.3%26,749
• Primary Grocery Shoppers14.4%25,176
• Household Budget Managers11.1%19,406
• Single Parents9.3%16,259
• Children's Education Decision Makers8.5%14,861
• Childcare / Nanny Service Users5%8,742
• New Parents (child under 1 year)4.6%8,042

Largest group: Household Head / Main Earner at 17.2%

• Residential Cleaning / Domestic Help Users17.9%31,295
• Household Service Decision Makers16.6%29,022
• Home Maintenance & Handyman Service Users14.6%25,525
• Plumbing Service Customers11.1%19,406
• Laundry / Dry-Cleaning Service Users10.9%19,056
• Electrical Repair Service Customers10.9%19,056
• Landlords & Property Managers8.7%15,210
• Pest-Control Service Customers5.2%9,091

Largest group: Residential Cleaning / Domestic Help Users at 17.9%

• Swiss – German-speaking55%96,157
• Swiss – French-speaking19%33,218
• German nationals9%15,735
• Other foreign nationals (French, Italian, Portuguese, etc.)9%15,735
• Swiss – Italian-speaking6%10,490
• Other ethnic groups / minorities1.5%2,622
• Swiss – Romansh-speaking0.5%874

Largest group: Swiss – German-speaking at 55%

Automotive

• 35.4%61,890Mass-Market Car Owners
• 18.1%31,644Car Insurance Policy Holders
• 10%17,483Electric Vehicle (EV) Owners
• 8.7%15,210Vehicle Service & Repair Decision Makers

Technology & Digital Usage

• 18.6%32,518iOS Smartphone Users
• 12.1%21,154Android Smartphone Users
• 11.9%20,8055G Mobile Network Users
• 10.8%18,882Cloud Storage & Productivity App Users

Travel

• 15%26,225International Travellers
• 14.5%25,350Frequent Domestic Travellers (3+ trips a year)
• 12.5%21,854Family Vacationers
• 9.3%16,259Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 18.6%32,518Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 13%22,728Eco-Conscious / Sustainable Living Consumers
• 9.1%15,910Meditation & Mindfulness Practitioners
• 8.9%15,560DIY & Home Improvement Enthusiasts

Media & Entertainment

• 19.4%33,917OTT / Subscription Video Streaming Subscribers
• 13.9%24,301Music Streaming Users
• 12.6%22,029Linear / Pay-TV Viewers
• 9.5%16,609Free Ad-Supported Video Platform Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 23.1%40,386Non-Tobacco / Nicotine Users
• 16.4%28,672Beer Consumers
• 16.3%28,497Adult Tobacco Product Users
• 15.4%26,924Wine & Spirits Consumers

Consumer Electronics Ownership & Purchase

• 19.7%34,442Laptop / Desktop Computer Owners
• 14.3%25,001Consumer Electronics Purchase Decision Makers
• 12%20,980Smart TV Owners
• 10%17,483Wearable Device Owners (smartwatch, fitness band)

Content Creators & Social Media Influence

• 20.5%35,840Casual Social Media Content Posters
• 14.8%25,875Short-Form Video Creators
• 13%22,728Photo & Visual Content Creators
• 11%19,231Creators Using AI Content Tools