A data profile of the people who buy, follow and care about Dorotheum in Austria — modelled from more than twelve digital signal sources. Dorotheum has an estimated audience of 1,526,625 people in Austria.
The average Dorotheum fan in Austria is 35.7 years old, more male, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Obi (store), Auction, Hornbach, with strongest over-indexing on Obi (store) (1.58× the country average).
Demographically, the Dorotheum audience skews more male with an average age of 35.7, and over-indexes on personality traits such as DIY Mentality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Dorotheum fan in Austria is more male, around 35.7 years old, with strong DIY Mentality tendencies and a notable affinity for Obi (store).
The key figures that characterise the Dorotheum profile in Austria.
29.7% are female, 70.3% are male, average age 35.7.
| Metric | Value |
|---|---|
| Female | 29.7% |
| Male | 70.3% |
| Average age | 35.7 |
| Estimated audience size | 1,526,625 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 37% | |
| 20-29 | 14% | |
| 30-39 | 12% | |
| 40-49 | 17% | |
| 50+ | 19% |
Where the Dorotheum audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~300K | 1.36× | |
| 02 | Vienna | ~400K | 1.30× | |
| 03 | Carinthia (state) | ~90K | 1.14× | |
| 04 | Styria | ~200K | 1.12× | |
| 05 | Upper Austria | ~200K | 1.10× | |
| 06 | Burgenland | ~40K | 1.09× | |
| 07 | Salzburg | ~80K | 0.74× | |
| 08 | Tyrol | ~70K | 0.67× | |
| 09 | Vorarlberg | ~30K | 0.52× |
The strongest cross-interests of the Dorotheum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Online auction | Shopping | 8.77× | ||
| 02 | Ford Explorer | Cars & Mobility | 3.61× | ||
| 03 | Auction | Shopping | 3.40× | ||
| 04 | CAC 40 | Business & Career | 2.21× | ||
| 05 | Microwave oven | Home & Garden | 2.03× | ||
| 06 | Stuttgart | Travel & Leisure | 1.86× | ||
| 07 | Catering | Food & Beverages | 1.71× | ||
| 08 | Newsletter | Technology & Electronics | 1.69× | ||
| 09 | Hardware store | Home & Garden | 1.64× | ||
| 10 | Hornbach | Shopping | 1.62× | ||
| 11 | Carpentry | Home & Garden | 1.62× | ||
| 12 | Mikaela Shiffrin | Sports | 1.62× | ||
| 13 | Deichmann | Shopping | 1.59× | ||
| 14 | Obi (store) | Shopping | 1.58× | ||
| 15 | Lindsey Vonn | Sports | 1.56× | ||
| 16 | Fressnapf | Shopping | 1.56× | ||
| 17 | Stress (biology) | Health | 1.53× | ||
| 18 | Felix Baumgartner | Sports | 1.51× | ||
| 19 | Kitchenware | Home & Garden | 1.51× | ||
| 20 | Tchibo | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.30× | |
| Need for Security | CONSERVATISM | 1.30× | |
| Community Orientation | OPEN | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.69× | |
| Mindfulness | BALANCE | 0.93× | |
| Healthy Lifestyle | BALANCE | 0.96× |
Dorotheum's target market in Austria covers an estimated 1,526,625 people, concentrated in Vienna and Lower Austria.
29.7% of the Dorotheum audience are female, 70.3% are male, with an average age of 35.7 years.
Dorotheum fans show strongest brand affinity for Obi (store) (1.58×), Auction (3.4×), and Hornbach (1.62×) over the country average.
Dorotheum 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 Dorotheum itself, the audience over-indexes on Auction (3.4×), Hornbach (1.62×), Deichmann (1.59×), and Online auction (8.77×) 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 Dorotheum. 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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