A data profile of the people who buy, follow and care about Black Friday (shopping) in Austria — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 1,055,671 people in Austria.
The average Black Friday (shopping) fan in Austria is 41.5 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Styria, Upper Austria.
Top brand affinities include Heute, Amazon.com, Spar (retailer), with strongest over-indexing on Heute (1.56× the country average).
Demographically, the Black Friday (shopping) audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Sustainability, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Black Friday (shopping) fan in Austria is more female, around 41.5 years old, with strong Sustainability tendencies and a notable affinity for Heute.
The key figures that characterise the Black Friday (shopping) profile in Austria.
60.0% are female, 40.0% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 60.0% |
| Male | 40.0% |
| Average age | 41.5 |
| Estimated audience size | 1,055,671 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 21% |
of the worldwide Black Friday (shopping) audience comes from Austria.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
Where the Black Friday (shopping) audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~300K | 1.39× | |
| 02 | Styria | ~100K | 1.09× | |
| 03 | Upper Austria | ~100K | 1.03× | |
| 04 | Vorarlberg | ~40K | 1.01× | |
| 05 | Lower Austria | ~100K | 0.94× | |
| 06 | Salzburg | ~60K | 0.92× | |
| 07 | Burgenland | ~20K | 0.92× | |
| 08 | Tyrol | ~60K | 0.89× | |
| 09 | Carinthia (state) | ~50K | 0.85× |
The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Müller (company) | Food & Beverages | 1.76× | ||
| 02 | Amazon.com | Shopping | 1.70× | ||
| 03 | Internet & Social Media | 1.69× | |||
| 04 | Obi (store) | Shopping | 1.68× | ||
| 05 | Internet & Social Media | 1.67× | |||
| 06 | IKEA | Home & Garden | 1.63× | ||
| 07 | Smartphones | Technology & Electronics | 1.61× | ||
| 08 | Bild | News | 1.60× | ||
| 09 | Spar (retailer) | Shopping | 1.59× | ||
| 10 | Discount stores | Shopping | 1.58× | ||
| 11 | Leisure | Travel & Leisure | 1.58× | ||
| 12 | Internet & Social Media | 1.57× | |||
| 13 | Heute | Movies & TV | 1.56× | ||
| 14 | Kronen Zeitung | News | 1.56× | ||
| 15 | Billa (supermarket) | Shopping | 1.56× | ||
| 16 | Internet & Social Media | 1.56× | |||
| 17 | Germany | Travel & Leisure | 1.54× | ||
| 18 | Software | Technology & Electronics | 1.54× | ||
| 19 | GMX Mail | Internet & Social Media | 1.53× | ||
| 20 | McDonald's | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.28× | |
| Mindfulness | BALANCE | 1.19× | |
| Price Sensitivity | PREMIUM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.42× | |
| Healthy Lifestyle | BALANCE | 0.43× | |
| Social Media Usage | JOY | 0.61× |
Black Friday (shopping) has an estimated audience of 1,055,671 people in Austria, concentrated in Vienna and Styria.
60.0% of Black Friday (shopping) fans are female, 40.0% are male, with an average age of 41.5 years.
Black Friday (shopping) fans show strongest brand affinity for Heute (1.56×), Amazon.com (1.7×), and Spar (retailer) (1.59×) over the country average.
Black Friday (shopping) fans in Austria are most concentrated in Vienna (reach ~300K), Styria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Black Friday (shopping) itself, the audience over-indexes on Amazon.com (1.7×), Spar (retailer) (1.59×), Kronen Zeitung (1.56×), and Bild (1.6×) 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 Black Friday (shopping). 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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