A data profile of the people who buy, follow and care about Discount stores in Austria — modelled from more than twelve digital signal sources. Discount stores has an estimated audience of 2,896,338 people in Austria.
The average Discount stores fan in Austria is 43.2 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Bonprix, Ernsting's family, Tom Tailor, with strongest over-indexing on Bonprix (1.76× the country average).
Demographically, the Discount stores audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Luxury Orientation, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 9 brand affinities and 9 regions tracked by Rascasse.
The typical Discount stores fan in Austria is more female, around 43.2 years old, with strong Luxury Orientation tendencies and a notable affinity for Bonprix.
The key figures that characterise the Discount stores profile in Austria.
60.7% are female, 39.3% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 60.7% |
| Male | 39.3% |
| Average age | 43.2 |
| Estimated audience size | 2,896,338 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 26% |
of the worldwide Discount stores audience comes from Austria.
| Country | Share |
|---|---|
| United States | 11.5% |
| Italy | 7.8% |
| Germany | 6.8% |
Where the Discount stores audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~80K | 1.12× | |
| 02 | Vorarlberg | ~100K | 1.06× | |
| 03 | Carinthia (state) | ~200K | 1.03× | |
| 04 | Salzburg | ~200K | 1.01× | |
| 05 | Tyrol | ~200K | 0.96× | |
| 06 | Lower Austria | ~400K | 0.94× | |
| 07 | Upper Austria | ~400K | 0.94× | |
| 08 | Vienna | ~500K | 0.92× | |
| 09 | Styria | ~300K | 0.92× |
The strongest cross-interests of the Discount stores audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bonprix | Shopping | 1.76× | ||
| 02 | Volkan Demirel | Sports | 1.75× | ||
| 03 | Dancing on Ice | Sports | 1.66× | ||
| 04 | Thumb | Health | 1.60× | ||
| 05 | Ernsting's family | Shopping | 1.57× | ||
| 06 | Stains | Home & Garden | 1.57× | ||
| 07 | Tom Tailor | Fashion & Accessoires | 1.54× | ||
| 08 | Bader Versand | Shopping | 1.54× | ||
| 09 | Heinrich Heine | Literature | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.19× | |
| Urban Lifestyle | OPEN | 0.86× | |
| Early Adopter Mentality | POWER | 0.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.43× | |
| Patriotism | CONSERVATISM | 0.45× | |
| Social Media Usage | JOY | 0.63× |
Discount stores has an estimated audience of 2,896,338 people in Austria, concentrated in Vienna and Lower Austria.
60.7% of Discount stores fans are female, 39.3% are male, with an average age of 43.2 years.
Discount stores fans show strongest brand affinity for Bonprix (1.76×), Ernsting's family (1.57×), and Tom Tailor (1.54×) over the country average.
Discount stores fans in Austria are most concentrated in Vienna (reach ~500K), Lower Austria (reach ~400K), and Upper Austria (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Discount stores itself, the audience over-indexes on Ernsting's family (1.57×), Tom Tailor (1.54×), Stains (1.57×), and Bader Versand (1.54×) 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 Discount stores. 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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