A data profile of the people who buy, follow and care about Deichmann in Austria — modelled from more than twelve digital signal sources. Deichmann has an estimated audience of 1,713,275 people in Austria.
The average Deichmann fan in Austria is 37.9 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Müller (company), Bipa, with strongest over-indexing on Spar (retailer) (2.24× the country average).
Demographically, the Deichmann audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Deichmann fan in Austria is more female, around 37.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the Deichmann profile in Austria.
85.5% are female, 14.5% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 85.5% |
| Male | 14.5% |
| Average age | 37.9 |
| Estimated audience size | 1,713,275 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 27% | |
| 30-39 | 26% | |
| 40-49 | 20% | |
| 50+ | 12% |
of the worldwide Deichmann audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 43.2% |
| Poland | 7.4% |
| Austria | 5.6% |
Where the Deichmann audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~300K | 1.11× | |
| 02 | Upper Austria | ~200K | 1.08× | |
| 03 | Burgenland | ~50K | 1.08× | |
| 04 | Vienna | ~400K | 1.05× | |
| 05 | Carinthia (state) | ~90K | 1.04× | |
| 06 | Styria | ~200K | 0.95× | |
| 07 | Salzburg | ~100K | 0.94× | |
| 08 | Tyrol | ~100K | 0.89× | |
| 09 | Vorarlberg | ~50K | 0.86× |
The strongest cross-interests of the Deichmann audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ernsting's family | Shopping | 4.46× | ||
| 02 | Müller (company) | Food & Beverages | 3.53× | ||
| 03 | Gute Zeiten, schlechte Zeiten | Movies & TV | 3.28× | ||
| 04 | Humanic | Fashion & Accessoires | 3.25× | ||
| 05 | Bipa | Shopping | 3.24× | ||
| 06 | Children's clothing | Fashion & Accessoires | 3.02× | ||
| 07 | TK Maxx | Shopping | 2.94× | ||
| 08 | C&A | Shopping | 2.61× | ||
| 09 | H&M | Shopping | 2.56× | ||
| 10 | Storm of Love | Movies & TV | 2.40× | ||
| 11 | Spar (retailer) | Shopping | 2.24× | ||
| 12 | Women's clothing | Fashion & Accessoires | 2.19× | ||
| 13 | Lidl | Shopping | 2.14× | ||
| 14 | IKEA | Home & Garden | 2.10× | ||
| 15 | Billa (supermarket) | Shopping | 1.98× | ||
| 16 | Cosmetics | Beauty & Wellness | 1.78× | ||
| 17 | Obi (store) | Shopping | 1.74× | ||
| 18 | McDonald's | Food & Beverages | 1.70× | ||
| 19 | Discount stores | Shopping | 1.58× | ||
| 20 | Amazon.com | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.60× | |
| Creativity | OPEN | 1.54× | |
| Tradition | CONSERVATISM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.67× | |
| Early Adopter Mentality | POWER | 0.69× | |
| Patriotism | CONSERVATISM | 0.73× |
Deichmann's target market in Austria covers an estimated 1,713,275 people, concentrated in Vienna and Lower Austria.
85.5% of the Deichmann audience are female, 14.5% are male, with an average age of 37.9 years.
Deichmann fans show strongest brand affinity for Spar (retailer) (2.24×), Müller (company) (3.53×), and Bipa (3.24×) over the country average.
Deichmann fans in Austria are most concentrated in Vienna (reach ~400K), Lower Austria (reach ~300K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Deichmann itself, the audience over-indexes on Müller (company) (3.53×), Bipa (3.24×), Billa (supermarket) (1.98×), and IKEA (2.1×) 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 Deichmann. 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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