A data profile of the people who buy, follow and care about Do it yourself (DIY) in Austria — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 2,468,804 people in Austria.
The average Do it yourself (DIY) fan in Austria is 43.4 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Home improvement, Crafts, Handicraft, with strongest over-indexing on Home improvement (1.67× the country average).
Demographically, the Do it yourself (DIY) audience skews balanced with an average age of 43.4, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 7 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Austria is balanced, around 43.4 years old, with strong Patriotism tendencies and a notable affinity for Home improvement.
The key figures that characterise the Do it yourself (DIY) profile in Austria.
53.8% are female, 46.2% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 53.8% |
| Male | 46.2% |
| Average age | 43.4 |
| Estimated audience size | 2,468,804 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 28% |
of the worldwide Do it yourself (DIY) audience comes from Austria.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tyrol | ~200K | 1.05× | |
| 02 | Vienna | ~500K | 1.01× | |
| 03 | Upper Austria | ~300K | 1.01× | |
| 04 | Lower Austria | ~300K | 1.00× | |
| 05 | Styria | ~300K | 1.00× | |
| 06 | Salzburg | 0.00× | ||
| 07 | Vorarlberg | 0.00× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing machine | Home & Garden | 3.27× | ||
| 02 | Pattern (sewing) | Home & Garden | 3.27× | ||
| 03 | Scrapbooking | Kids & Family | 3.22× | ||
| 04 | Sewing | Home & Garden | 2.59× | ||
| 05 | Danish design | Home & Garden | 2.32× | ||
| 06 | Knitting | Home & Garden | 1.93× | ||
| 07 | Handicraft | Home & Garden | 1.83× | ||
| 08 | Cookbook | Food & Beverages | 1.80× | ||
| 09 | Vegetarian cuisine | Food & Beverages | 1.77× | ||
| 10 | Foodie | Food & Beverages | 1.76× | ||
| 11 | Cake | Food & Beverages | 1.72× | ||
| 12 | Home improvement | Home & Garden | 1.67× | ||
| 13 | Self-love | Health | 1.67× | ||
| 14 | Crafts | Home & Garden | 1.66× | ||
| 15 | Local food | Food & Beverages | 1.61× | ||
| 16 | Childhood | Kids & Family | 1.60× | ||
| 17 | Parenting | Kids & Family | 1.58× | ||
| 18 | Eating | Food & Beverages | 1.56× | ||
| 19 | Renovation | Home & Garden | 1.56× | ||
| 20 | Healthy diet | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.40× | |
| Healthy Lifestyle | BALANCE | 1.08× | |
| Travelling | THRILL | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.52× | |
| Urban Lifestyle | OPEN | 0.55× | |
| Social Media Usage | JOY | 0.75× |
Do it yourself (DIY) has an estimated audience of 2,468,804 people in Austria, concentrated in Vienna and Lower Austria.
53.8% of Do it yourself (DIY) fans are female, 46.2% are male, with an average age of 43.4 years.
Do it yourself (DIY) fans show strongest brand affinity for Home improvement (1.67×), Crafts (1.66×), and Handicraft (1.83×) over the country average.
Do it yourself (DIY) fans in Austria are most concentrated in Vienna (reach ~500K), Lower Austria (reach ~300K), and Upper Austria (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Crafts (1.66×), Handicraft (1.83×), Sewing (2.59×), and Sewing machine (3.27×) 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 Do it yourself (DIY). 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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