A data profile of the people who buy, follow and care about Digital media in Austria — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 949,251 people in Austria.
The average Digital media fan in Austria is 41.0 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Billa (supermarket), Austrian Airlines, Hornbach, with strongest over-indexing on Billa (supermarket) (1.6× the country average).
Demographically, the Digital media audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Community Orientation, 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 Digital media fan in Austria is balanced, around 41.0 years old, with strong Community Orientation tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Digital media profile in Austria.
47.3% are female, 52.7% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 47.3% |
| Male | 52.7% |
| Average age | 41.0 |
| Estimated audience size | 949,251 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 23% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 23% |
of the worldwide Digital media audience comes from Austria.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~100K | 1.06× | |
| 02 | Carinthia (state) | ~50K | 1.06× | |
| 03 | Burgenland | ~30K | 1.05× | |
| 04 | Vorarlberg | ~30K | 1.01× | |
| 05 | Styria | ~100K | 0.99× | |
| 06 | Upper Austria | ~100K | 0.96× | |
| 07 | Salzburg | ~60K | 0.96× | |
| 08 | Tyrol | ~60K | 0.94× | |
| 09 | Vienna | ~200K | 0.90× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | High-definition television | Technology & Electronics | 2.16× | ||
| 02 | Viral video | Internet & Social Media | 2.06× | ||
| 03 | Online newspaper | News | 2.00× | ||
| 04 | Bet-at-home.com | Games | 2.00× | ||
| 05 | Contemporary R&B | Music & Radio | 1.88× | ||
| 06 | Stand-up comedy | Movies & TV | 1.82× | ||
| 07 | Charity and causes | Business & Career | 1.81× | ||
| 08 | Transfermarkt | Sports | 1.81× | ||
| 09 | Cineplexx Cinemas | Movies & TV | 1.74× | ||
| 10 | Wikipedia | Internet & Social Media | 1.73× | ||
| 11 | University | Business & Career | 1.72× | ||
| 12 | Instant messaging | Internet & Social Media | 1.70× | ||
| 13 | Austrian Airlines | Travel & Leisure | 1.66× | ||
| 14 | Tattoos | Fashion & Accessoires | 1.64× | ||
| 15 | Innovation | Business & Career | 1.63× | ||
| 16 | Billa (supermarket) | Shopping | 1.60× | ||
| 17 | Hornbach | Shopping | 1.58× | ||
| 18 | Electronics | Technology & Electronics | 1.58× | ||
| 19 | Festival | Music & Radio | 1.54× | ||
| 20 | Mobile game | Games | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.53× | |
| Early Adopter Mentality | POWER | 1.53× | |
| Pet Ownership | JOY | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.80× | |
| Creativity | OPEN | 0.82× | |
| Design Affinity | PREMIUM | 0.87× |
Digital media has an estimated audience of 949,251 people in Austria, concentrated in Vienna and Lower Austria.
47.3% of Digital media fans are female, 52.7% are male, with an average age of 41.0 years.
Digital media fans show strongest brand affinity for Billa (supermarket) (1.6×), Austrian Airlines (1.66×), and Hornbach (1.58×) over the country average.
Digital media fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on Austrian Airlines (1.66×), Hornbach (1.58×), Wikipedia (1.73×), and Tattoos (1.64×) 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 Digital media. 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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