A data profile of the people who buy, follow and care about BMW in Austria — modelled from more than twelve digital signal sources. BMW has an estimated audience of 1,255,044 people in Austria.
The average BMW fan in Austria is 38.5 years old, more male, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include AutoScout24, Škoda Auto, Used car, with strongest over-indexing on AutoScout24 (1.77× the country average).
Demographically, the BMW audience skews more male with an average age of 38.5, and over-indexes on personality traits such as Luxury Orientation, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical BMW fan in Austria is more male, around 38.5 years old, with strong Luxury Orientation tendencies and a notable affinity for AutoScout24.
The key figures that characterise the BMW profile in Austria.
32.6% are female, 67.4% are male, average age 38.5.
| Metric | Value |
|---|---|
| Female | 32.6% |
| Male | 67.4% |
| Average age | 38.5 |
| Estimated audience size | 1,255,044 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 19% |
of the worldwide BMW audience comes from Austria.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.4% |
| Germany | 6.3% |
Where the BMW audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Upper Austria | ~200K | 1.24× | |
| 02 | Styria | ~200K | 1.08× | |
| 03 | Lower Austria | ~200K | 1.06× | |
| 04 | Vienna | ~300K | 1.01× | |
| 05 | Salzburg | ~80K | 0.98× | |
| 06 | Tyrol | ~80K | 0.97× | |
| 07 | Burgenland | ~30K | 0.93× | |
| 08 | Carinthia (state) | ~60K | 0.91× | |
| 09 | Vorarlberg | ~40K | 0.83× |
The strongest cross-interests of the BMW audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BMW X1 | Cars & Mobility | 2.35× | ||
| 02 | Semino Rossi | Music & Radio | 2.06× | ||
| 03 | BMW X5 | Cars & Mobility | 1.87× | ||
| 04 | Automotive navigation system | Technology & Electronics | 1.78× | ||
| 05 | AutoScout24 | Cars & Mobility | 1.77× | ||
| 06 | Plug-in hybrid | Cars & Mobility | 1.75× | ||
| 07 | Škoda Auto | Cars & Mobility | 1.63× | ||
| 08 | Used car | Cars & Mobility | 1.59× | ||
| 09 | Pit stop | Cars & Mobility | 1.59× | ||
| 10 | BMW iX3 | Cars & Mobility | 1.59× | ||
| 11 | Test Drive (series) | Cars & Mobility | 1.58× | ||
| 12 | Vijesti | News | 1.58× | ||
| 13 | Opel | Cars & Mobility | 1.57× | ||
| 14 | Skoda Kodiaq | Cars & Mobility | 1.56× | ||
| 15 | Skoda Enyaq | Cars & Mobility | 1.56× | ||
| 16 | Volkswagen Tiguan | Cars & Mobility | 1.55× | ||
| 17 | Electric motor | Cars & Mobility | 1.52× | ||
| 18 | Tesla Model Y | Cars & Mobility | 1.52× | ||
| 19 | Audi A6 | Cars & Mobility | 1.52× | ||
| 20 | Wir kaufen dein Auto | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.61× | |
| Urban Lifestyle | OPEN | 1.24× | |
| Mindfulness | BALANCE | 0.88× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Healthy Lifestyle | BALANCE | 0.64× | |
| Design Affinity | PREMIUM | 0.64× |
BMW's target market in Austria covers an estimated 1,255,044 people, concentrated in Vienna and Upper Austria.
32.6% of the BMW audience are female, 67.4% are male, with an average age of 38.5 years.
BMW fans show strongest brand affinity for AutoScout24 (1.77×), Škoda Auto (1.63×), and Used car (1.59×) over the country average.
BMW 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 BMW itself, the audience over-indexes on Škoda Auto (1.63×), Used car (1.59×), Plug-in hybrid (1.75×), and Electric motor (1.52×) 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 BMW. 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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