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I strongly suspect the Swiss are more likely to buy online as most of their neighbors: the general income is high, credit cards are more common than in Germany or France.
While Swiss is a multilingual country, the most used language by far is German with a rough 65%.
Most important search engines to target are Google of course and Bluewin. Bluwin is the dominant portal wit more than 50% reach. Serps are fed by Inktomi.
For quick results on the swiss market there are two ways: Google adwords, and Qualigo.
Google.ch offers a german version, a french, italian and english version, all with appropriate adwords.
Qualigo is a german based PPC engine, which in Germany is of zero importance. On Bluewin however the first three results, "Sponsorlinks" are Qualigo links.
Qualigo PPC listings also appear T-Online Schweiz. While websearch at T-Online.ch is provided by Fast with PPC listings by Overture, top bidders for very generic terms at Qualigo show up on t-online channels as "power links".
It may be important not to get too enthusiastic about the percentages listed, but to look at the real numbers for a moment. The problem is the small size of the country, with fewer inhabitants than NYC alone. If you want to target german speaking broadband users, then you'll end up with less than a million people, which might be roughly equivalent to the german speaking broadband users in Berlin, Germany.
If you're selling high quality luxury goods, go ahead, optimize for Switzerland. People there are willing to pay reasonable to decent prices for solid quality. If you're selling cheap stuff with mass appeal, don't waste your time, unless your products are very specifically targeted to the local tastes.
Anyhow - targeting Switzerland is of course not restricted to the highspeed connected users. This high percentage just goes to show that Switzerland has a very active online population.
The population IS small, sure. The same is true however for Sweden, Norway and Denmark, which all three definately are interesting online markets. Targeting a small but highly active market can be as rewarding as a potentially large but underdeveloped market.
It should also be remembered that targeting the Swiss market can be done almost as a side effect of targeting Germany, or Italy or France.
Unless your business is located in Switzerland to start with, you're much more likely to target the full german speaking area of Europe all in one go. Unfortunately, catering to the less than 5% of this target audience living in Switzerland may cause you more work than you might expect, when compared to shipping to the german speaking countries within the EC.
So what can you do?
You are right. If your pages are informative and you have a "contact page" with all details about your company, Swiss people trust in what you adfirm.
On the opposite site are Japanese!! You need several documented references for Japanes visitors.