A data profile of the people who buy, follow and care about Bed in Austria — modelled from more than twelve digital signal sources. Bed has an estimated audience of 1,337,104 people in Austria.
The average Bed fan in Austria is 41.5 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Billa (supermarket), IKEA, Bedroom furniture, with strongest over-indexing on Billa (supermarket) (1.65× the country average).
Demographically, the Bed audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Quality Awareness, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Bed fan in Austria is more female, around 41.5 years old, with strong Quality Awareness tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Bed profile in Austria.
65.4% are female, 34.6% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 65.4% |
| Male | 34.6% |
| Average age | 41.5 |
| Estimated audience size | 1,337,104 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 23% |
of the worldwide Bed audience comes from Austria.
| Country | Share |
|---|---|
| United States | 16.7% |
| Japan | 5.5% |
| United Kingdom | 5.3% |
Where the Bed audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vorarlberg | ~50K | 1.14× | |
| 02 | Upper Austria | ~200K | 1.08× | |
| 03 | Vienna | ~300K | 1.04× | |
| 04 | Tyrol | ~90K | 0.99× | |
| 05 | Lower Austria | ~200K | 0.98× | |
| 06 | Carinthia (state) | ~70K | 0.96× | |
| 07 | Styria | ~200K | 0.95× | |
| 08 | Burgenland | ~30K | 0.95× | |
| 09 | Salzburg | ~80K | 0.94× |
The strongest cross-interests of the Bed audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mattress | Home & Garden | 5.41× | ||
| 02 | Bedroom furniture | Home & Garden | 5.39× | ||
| 03 | Child safety seat | Kids & Family | 4.77× | ||
| 04 | Kitchenware | Home & Garden | 3.11× | ||
| 05 | Italian cuisine | Food & Beverages | 2.54× | ||
| 06 | Toys | Games | 2.29× | ||
| 07 | TK Maxx | Shopping | 2.14× | ||
| 08 | Internet & Social Media | 2.09× | |||
| 09 | Apartment | Business & Career | 2.01× | ||
| 10 | Kitchen | Home & Garden | 1.96× | ||
| 11 | Hair products | Beauty & Wellness | 1.91× | ||
| 12 | Deichmann | Shopping | 1.91× | ||
| 13 | Hobby | Home & Garden | 1.84× | ||
| 14 | Austrian Airlines | Travel & Leisure | 1.83× | ||
| 15 | IKEA | Home & Garden | 1.79× | ||
| 16 | Hornbach | Shopping | 1.75× | ||
| 17 | Billa (supermarket) | Shopping | 1.65× | ||
| 18 | Spas | Beauty & Wellness | 1.64× | ||
| 19 | Shoes | Fashion & Accessoires | 1.60× | ||
| 20 | Mobile phones | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.19× | |
| Indulgence | JOY | 2.10× | |
| Family Orientation | CONSERVATISM | 1.75× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.63× | |
| Healthy Lifestyle | BALANCE | 0.93× | |
| Urban Lifestyle | OPEN | 0.99× |
Bed has an estimated audience of 1,337,104 people in Austria, concentrated in Vienna and Upper Austria.
65.4% of Bed fans are female, 34.6% are male, with an average age of 41.5 years.
Bed fans show strongest brand affinity for Billa (supermarket) (1.65×), IKEA (1.79×), and Bedroom furniture (5.39×) over the country average.
Bed fans in Austria are most concentrated in Vienna (reach ~300K), Upper Austria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Bed itself, the audience over-indexes on IKEA (1.79×), Bedroom furniture (5.39×), Mattress (5.41×), and WhatsApp (2.09×) 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 Bed. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.