A data profile of the people who buy, follow and care about Christmas in Austria — modelled from more than twelve digital signal sources. Christmas has an estimated audience of 855,415 people in Austria.
The average Christmas fan in Austria is 37.1 years old, more female, and lives primarily in Lower Austria.
The audience is concentrated in Lower Austria, Vienna, Upper Austria.
Top brand affinities include Billa (supermarket), Hornbach, Italian cuisine, with strongest over-indexing on Billa (supermarket) (1.68× the country average).
Demographically, the Christmas audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Indulgence, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Christmas fan in Austria is more female, around 37.1 years old, with strong Indulgence tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Christmas profile in Austria.
64.7% are female, 35.3% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 64.7% |
| Male | 35.3% |
| Average age | 37.1 |
| Estimated audience size | 855,415 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide Christmas audience comes from Austria.
| Country | Share |
|---|---|
| United States | 27.9% |
| United Kingdom | 8.1% |
| Italy | 4.7% |
Where the Christmas audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~100K | 1.22× | |
| 02 | Upper Austria | ~100K | 1.10× | |
| 03 | Carinthia (state) | ~50K | 1.07× | |
| 04 | Burgenland | ~20K | 1.05× | |
| 05 | Styria | ~100K | 0.98× | |
| 06 | Vorarlberg | ~30K | 0.97× | |
| 07 | Tyrol | ~60K | 0.94× | |
| 08 | Salzburg | ~50K | 0.85× | |
| 09 | Vienna | ~100K | 0.82× |
The strongest cross-interests of the Christmas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | OLX | Shopping | 2.90× | ||
| 02 | Pandora | Fashion & Accessoires | 2.34× | ||
| 03 | Italian cuisine | Food & Beverages | 2.29× | ||
| 04 | Sunglasses | Fashion & Accessoires | 2.06× | ||
| 05 | Mango | Shopping | 2.05× | ||
| 06 | Lingerie | Fashion & Accessoires | 1.98× | ||
| 07 | Luxury yacht | Travel & Leisure | 1.85× | ||
| 08 | Toys | Games | 1.84× | ||
| 09 | Cruises | Travel & Leisure | 1.80× | ||
| 10 | TripAdvisor | Travel & Leisure | 1.71× | ||
| 11 | Billa (supermarket) | Shopping | 1.68× | ||
| 12 | Pastry | Food & Beverages | 1.63× | ||
| 13 | Confectionery | Food & Beverages | 1.60× | ||
| 14 | Hobby | Home & Garden | 1.57× | ||
| 15 | Distilled beverage | Food & Beverages | 1.57× | ||
| 16 | Humanic | Fashion & Accessoires | 1.56× | ||
| 17 | Cineplexx Cinemas | Movies & TV | 1.55× | ||
| 18 | Take-out | Food & Beverages | 1.55× | ||
| 19 | Hornbach | Shopping | 1.54× | ||
| 20 | Hair products | Beauty & Wellness | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.55× | |
| Quality Awareness | PREMIUM | 1.31× | |
| Community Orientation | OPEN | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Need for Security | CONSERVATISM | 0.84× | |
| Risk Appetite | THRILL | 0.95× |
Christmas has an estimated audience of 855,415 people in Austria, concentrated in Lower Austria and Vienna.
64.7% of Christmas fans are female, 35.3% are male, with an average age of 37.1 years.
Christmas fans show strongest brand affinity for Billa (supermarket) (1.68×), Hornbach (1.54×), and Italian cuisine (2.29×) over the country average.
Christmas fans in Austria are most concentrated in Lower Austria (reach ~100K), Vienna (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Christmas itself, the audience over-indexes on Hornbach (1.54×), Italian cuisine (2.29×), Toys (1.84×), and Hair products (1.53×) 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 Christmas. 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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