A data profile of the people who buy, follow and care about Contemporary art in Austria — modelled from more than twelve digital signal sources. Contemporary art has an estimated audience of 913,579 people in Austria.
The average Contemporary art fan in Austria is 37.8 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Cultural history, Modern art, Belvedere (vodka), with strongest over-indexing on Cultural history (5.69× the country average).
Demographically, the Contemporary art audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Healthy Lifestyle, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Contemporary art fan in Austria is more female, around 37.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Cultural history.
The key figures that characterise the Contemporary art profile in Austria.
61.3% are female, 38.7% are male, average age 37.8.
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 37.8 |
| Estimated audience size | 913,579 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Contemporary art audience comes from Austria.
| Country | Share |
|---|---|
| United States | 14.0% |
| China | 12.1% |
| Japan | 11.2% |
Where the Contemporary art audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~300K | 1.50× | |
| 02 | Vorarlberg | ~30K | 1.02× | |
| 03 | Burgenland | ~20K | 1.02× | |
| 04 | Tyrol | ~60K | 0.98× | |
| 05 | Salzburg | ~60K | 0.96× | |
| 06 | Carinthia (state) | ~40K | 0.96× | |
| 07 | Lower Austria | ~100K | 0.95× | |
| 08 | Upper Austria | ~100K | 0.95× | |
| 09 | Styria | ~100K | 0.94× |
The strongest cross-interests of the Contemporary art audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Art dealer | Arts & Culture | 10.25× | ||
| 02 | Art school | Arts & Culture | 7.12× | ||
| 03 | Exhibition | Arts & Culture | 6.94× | ||
| 04 | Cultural history | Arts & Culture | 5.69× | ||
| 05 | Belvedere (vodka) | Food & Beverages | 5.37× | ||
| 06 | Oil painting | Arts & Culture | 4.39× | ||
| 07 | Ö1 | Music & Radio | 4.24× | ||
| 08 | Abstract art | Arts & Culture | 4.23× | ||
| 09 | Digital art | Arts & Culture | 3.88× | ||
| 10 | Art exhibition | Arts & Culture | 3.85× | ||
| 11 | Modern art | Arts & Culture | 3.62× | ||
| 12 | Fine art | Business & Career | 3.23× | ||
| 13 | Art museum | Arts & Culture | 3.07× | ||
| 14 | Luxury real estate | Business & Career | 3.07× | ||
| 15 | Illustration | Arts & Culture | 3.06× | ||
| 16 | Activism | Politics & Society | 2.92× | ||
| 17 | Museum | Arts & Culture | 2.13× | ||
| 18 | Wikipedia | Internet & Social Media | 1.91× | ||
| 19 | AutoScout24 | Cars & Mobility | 1.67× | ||
| 20 | OMV | Cars & Mobility | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.60× | |
| Early Adopter Mentality | POWER | 1.56× | |
| Sports Activity | POWER | 1.49× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.69× | |
| Price Sensitivity | PREMIUM | 0.74× | |
| Travelling | THRILL | 1.08× |
Contemporary art has an estimated audience of 913,579 people in Austria, concentrated in Vienna and Lower Austria.
61.3% of Contemporary art fans are female, 38.7% are male, with an average age of 37.8 years.
Contemporary art fans show strongest brand affinity for Cultural history (5.69×), Modern art (3.62×), and Belvedere (vodka) (5.37×) over the country average.
Contemporary art fans in Austria are most concentrated in Vienna (reach ~300K), Lower Austria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Contemporary art itself, the audience over-indexes on Modern art (3.62×), Belvedere (vodka) (5.37×), Art exhibition (3.85×), and Exhibition (6.94×) 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 Contemporary art. 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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