A data profile of the people who buy, follow and care about Bavaria in Austria — modelled from more than twelve digital signal sources. Bavaria has an estimated audience of 981,458 people in Austria.
The average Bavaria fan in Austria is 35.9 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Styria.
Top brand affinities include Non-alcoholic beverage, Oktoberfest, Husqvarna, with strongest over-indexing on Non-alcoholic beverage (1.7× the country average).
Demographically, the Bavaria audience skews balanced with an average age of 35.9, and over-indexes on personality traits such as Tradition, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 15 brand affinities and 9 regions tracked by Rascasse.
The typical Bavaria fan in Austria is balanced, around 35.9 years old, with strong Tradition tendencies and a notable affinity for Non-alcoholic beverage.
The key figures that characterise the Bavaria profile in Austria.
52.7% are female, 47.3% are male, average age 35.9.
| Metric | Value |
|---|---|
| Female | 52.7% |
| Male | 47.3% |
| Average age | 35.9 |
| Estimated audience size | 981,458 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 13% |
of the worldwide Bavaria audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 62.0% |
| United States | 11.8% |
| Austria | 5.4% |
Where the Bavaria audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tyrol | ~90K | 1.28× | |
| 02 | Vorarlberg | ~40K | 1.22× | |
| 03 | Upper Austria | ~100K | 1.07× | |
| 04 | Styria | ~100K | 0.98× | |
| 05 | Burgenland | ~20K | 0.97× | |
| 06 | Salzburg | ~60K | 0.96× | |
| 07 | Vienna | ~200K | 0.88× | |
| 08 | Carinthia (state) | ~40K | 0.85× | |
| 09 | Lower Austria | ~100K | 0.79× |
The strongest cross-interests of the Bavaria audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chicago Fire Soccer Club | Sports | 1.74× | ||
| 02 | Lowe's | Shopping | 1.74× | ||
| 03 | Vancouver Whitecaps FC | Sports | 1.73× | ||
| 04 | Non-alcoholic beverage | Food & Beverages | 1.70× | ||
| 05 | SV Darmstadt 98 | Sports | 1.70× | ||
| 06 | Serge Gnabry | Sports | 1.67× | ||
| 07 | FC Ingolstadt 04 | Sports | 1.63× | ||
| 08 | Norwich City F.C. | Sports | 1.61× | ||
| 09 | Monopoly (game) | Games | 1.58× | ||
| 10 | Induction cooking | Home & Garden | 1.58× | ||
| 11 | Husqvarna | Home & Garden | 1.55× | ||
| 12 | Leroy Sané | Sports | 1.54× | ||
| 13 | Oktoberfest | Travel & Leisure | 1.52× | ||
| 14 | MSV Duisburg | Sports | 1.51× | ||
| 15 | Franz Ferdinand (band) | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.23× | |
| Community Orientation | OPEN | 1.21× | |
| DIY Mentality | THRILL | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.49× | |
| Price Sensitivity | PREMIUM | 0.68× | |
| Sustainability | BALANCE | 0.74× |
Bavaria has an estimated audience of 981,458 people in Austria, concentrated in Vienna and Upper Austria.
52.7% of Bavaria fans are female, 47.3% are male, with an average age of 35.9 years.
Bavaria fans show strongest brand affinity for Non-alcoholic beverage (1.7×), Oktoberfest (1.52×), and Husqvarna (1.55×) over the country average.
Bavaria fans in Austria are most concentrated in Vienna (reach ~200K), Upper Austria (reach ~100K), and Styria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Bavaria itself, the audience over-indexes on Oktoberfest (1.52×), Husqvarna (1.55×), Monopoly (game) (1.58×), and Franz Ferdinand (band) (1.5×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Bavaria. 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 Austria. 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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