A data profile of the people who buy, follow and care about H&M in Austria — modelled from more than twelve digital signal sources. H&M has an estimated audience of 2,477,181 people in Austria.
The average H&M fan in Austria is 37.0 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Müller (German trade company), Bipa, IKEA, with strongest over-indexing on Müller (German trade company) (1.97× the country average).
Demographically, the H&M audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Luxury 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 H&M fan in Austria is more female, around 37.0 years old, with strong Luxury Orientation tendencies and a notable affinity for Müller (German trade company).
The key figures that characterise the H&M profile in Austria.
74.2% are female, 25.8% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 74.2% |
| Male | 25.8% |
| Average age | 37.0 |
| Estimated audience size | 2,477,181 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 26% | |
| 30-39 | 22% | |
| 40-49 | 19% | |
| 50+ | 14% |
of the worldwide H&M audience comes from Austria.
| Country | Share |
|---|---|
| United States | 11.3% |
| Germany | 7.4% |
| Japan | 7.4% |
Where the H&M audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~600K | 1.25× | |
| 02 | Salzburg | ~200K | 1.13× | |
| 03 | Vorarlberg | ~90K | 1.06× | |
| 04 | Burgenland | ~70K | 1.06× | |
| 05 | Upper Austria | ~300K | 0.99× | |
| 06 | Tyrol | ~200K | 0.94× | |
| 07 | Lower Austria | ~300K | 0.87× | |
| 08 | Styria | ~300K | 0.87× | |
| 09 | Carinthia (state) | ~100K | 0.81× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ernsting's family | Shopping | 3.41× | ||
| 02 | Tom Tailor | Fashion & Accessoires | 3.25× | ||
| 03 | C&A | Shopping | 3.10× | ||
| 04 | Bonprix | Shopping | 2.77× | ||
| 05 | Deichmann | Shopping | 2.58× | ||
| 06 | Blouse | Fashion & Accessoires | 2.27× | ||
| 07 | Humanic | Fashion & Accessoires | 2.25× | ||
| 08 | Children's clothing | Fashion & Accessoires | 2.19× | ||
| 09 | Bipa | Shopping | 2.16× | ||
| 10 | Tchibo | Shopping | 2.14× | ||
| 11 | Zara | Shopping | 2.08× | ||
| 12 | Müller (German trade company) | Shopping | 1.97× | ||
| 13 | TK Maxx | Shopping | 1.95× | ||
| 14 | Woman | Kids & Family | 1.82× | ||
| 15 | Primark | Shopping | 1.73× | ||
| 16 | Boutiques | Fashion & Accessoires | 1.68× | ||
| 17 | Personal care | Health | 1.68× | ||
| 18 | IKEA | Home & Garden | 1.61× | ||
| 19 | Beauty salons | Beauty & Wellness | 1.58× | ||
| 20 | Dresses | Fashion & Accessoires | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.45× | |
| Early Adopter Mentality | POWER | 1.07× | |
| Patriotism | CONSERVATISM | 0.96× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.55× | |
| Healthy Lifestyle | BALANCE | 0.65× | |
| Social Media Usage | JOY | 0.70× |
H&M's target market in Austria covers an estimated 2,477,181 people, concentrated in Vienna and Upper Austria.
74.2% of the H&M audience are female, 25.8% are male, with an average age of 37.0 years.
H&M fans show strongest brand affinity for Müller (German trade company) (1.97×), Bipa (2.16×), and IKEA (1.61×) over the country average.
H&M fans in Austria are most concentrated in Vienna (reach ~600K), Upper Austria (reach ~300K), and Lower Austria (reach ~300K). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on Bipa (2.16×), IKEA (1.61×), C&A (3.1×), and Deichmann (2.58×) 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 H&M. 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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