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GfK GeoMarketing releases 2012 purchasing power for Austria and Switzerland
The 2012 GfK purchasing power data for Austria and Switzerland is now available. Substantial differences in purchasing power levels are apparent both between and within these two neighboring countries. The purchasing power study by GfK GeoMarketing is a calculation of the regional distribution of purchasing power at the level of federal states, cantons, municipalities and postcodes.
 While Austrians only have approximately three percent more per-capita purchasing power than the almost ten times as numerous Germans, the 7.8 million inhabitants of Switzerland have an average of one-and-a-half as much purchasing power at their disposal compared to their German neighbors. This is in part, but not only, the result of the currently very strong Swiss franc. In the case of Switzerland, GfK GeoMarketing forecasts a 2012 purchasing power of €31,666 per inhabitant. The total 2012 purchasing power for Switzerland is €249 bil. The total 2012 purchasing power for Austria is €173.2 bil. This means that every Austrian has, on average, €20,613 available for consumption, rent and living costs. Germans have an average 2012 per-capita purchasing power of €20,014.
Purchasing power measures the available net income of the population, including government subsidies such as unemployment assistance, child benefit and pension contributions. GfK GeoMarketing's study illuminates the regional differences in these values and reveals the regional distribution of purchasing power within and between each individual country.
Switzerland
Comparison of cantons
Almost half of Switzerland's population is concentrated in the country's four cantons with more than one-half million inhabitants. While Vaud and Aargau occupy the middle of the per-capita purchasing power rankings for Switzerland's cantons, the inhabitants of the second-largest canton, Bern, have an average of approximately €2,500 less per inhabitant than the national average. Even so, among Germany's 402 urban and rural districts, only the wealthiest district - Hochtaunuskreis - manages to surpass Bern's per-capita purchasing power. The largest canton, Zurich, takes fourth place in the purchasing power rankings. Approximately one-fifth of Switzerland's total disposable income is concentrated in this canton.
The tax burden varies among the Swiss cantons and even from municipality to municipality as a result of the federal taxation system and accompanying tax-related competition among the communes. The regions with the highest purchasing power are often those with the most favorable tax rates. In addition to a great view, areas around Lake Zurich generally offer very advantageous tax rates.
Municipalities
Among Switzerland's larger municipalities (with more than 20,000 inhabitants), Zug, Baar and Riehen take the top positions, outpacing the large cities of Zurich and Genf.
The suburbs belonging to Zurich (Freienbach, Wollerau and Feusisberg, among others), Lucerne and Genf (Cologny, Vandoeuvres) have particularly high levels of purchasing power.
The inhabitants of these wealthiest municipalities in Switzerland have three-and-a-half times the income of those living in the least wealthy municipalities.
Austria
The distribution of per-capita purchasing power in the Austrian federal states is significantly more homogenous than in Germany: Inhabitants of Hamburg have an average of approximately one-third more than those living in Saxony-Anhalt. Inhabitants of the federal state of Vienna have an average of only around eight percent more than inhabitants of Carinthia.
Municipalities
Of Austria's top 10 municipalities with more than 20,000 inhabitants, eight are in Vienna and two in Lower Austria along the border with Vienna. Graz, the country's most populated municipality, only manages 21st place in the purchasing power rankings.
Results of the study GfK Purchasing Power Germany 2012
can be found in the press release of December 13, 2011
at http://www.gfk-geomarketing.com/fileadmin/newsletter/pressrelease/purchasing-power-2012.html.
About the study
GfK Purchasing Power is defined as the sum of the net income of the population according to place of residence. These purchasing power figures take into account income related to self- and non-self employment as well as capital gains and government subsidies, such as unemployment assistance, child benefit and pension contributions. Not included in these calculations are expenditures related to living expenses, insurance, rent and associated costs such as utilities (gas and/or electricity), clothing and savings plans. Calculations are carried out on the basis of reported income and earnings, statistics on state taxes and deductions as well as economic forecasts provided by leading economic institutes. The GfK carried out the first purchasing power study in 1937.
Data applications
The regional GfK purchasing power data serves as an important planning foundation for sales and marketing endeavors among companies from a diverse range of branches. A key insight provided by the data is an accurate illustration of the regional distribution of purchasing power. The focus of the study is consequently not on tracking data trends over the years, but rather on providing a prognosis that reflects this regional distribution.
Additional information
on purchasing power can be found at www.gfk-geomarketing.com/purchasing_power.
Print-quality illustrations
can be found at www.gfk-geomarketing.com/purchasing_power-dach-2012 (6.5 MB)
Download press release (approx. 450 KB)
About GfK GeoMarketing
GfK GeoMarketing is one of the largest providers of geomarketing services in Europe for customers and users from all branches of trade. Key business areas include:
 Consultancy and reports  Market data Digital maps-
 Geomarketing software RegioGraph
GfK GeoMarketing is a subsidiary of the globally active GfK Group. One of the world's leading market research institutes, the GfK is represented in more than 100 countries by over 11,000 employees.
About us
GfK GeoMarketing GmbH
Werner-von-Siemens-Str. 9,
Building 6508,
76646 Bruchsal,
Germany
Managing directors: Wolfram Scholz, Dr. Eberhard Stegner
Amtsgericht Mannheim, HRB 250872
www.gfk-geomarketing.com
Responsible for content and press inquiries:
Cornelia Lichtner, Public Relations
Tel. +49 (0)7251 9295270
Fax +49 (0)7251 9295290
c.lichtner@gfk-geomarketing.com
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