A data profile of the people who buy, follow and care about Happiness in Austria — modelled from more than twelve digital signal sources. Happiness has an estimated audience of 1,643,515 people in Austria.
The average Happiness fan in Austria is 41.6 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Styria.
Top brand affinities include Google, Online shopping, Design, with strongest over-indexing on Google (1.5× the country average).
Demographically, the Happiness audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Price Sensitivity, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Happiness fan in Austria is more female, around 41.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Google.
The key figures that characterise the Happiness profile in Austria.
62.8% are female, 37.2% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 62.8% |
| Male | 37.2% |
| Average age | 41.6 |
| Estimated audience size | 1,643,515 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 24% |
of the worldwide Happiness audience comes from Austria.
| Country | Share |
|---|---|
| United States | 21.9% |
| United Kingdom | 4.7% |
| Italy | 4.4% |
Where the Happiness audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~400K | 1.24× | |
| 02 | Tyrol | ~100K | 1.15× | |
| 03 | Styria | ~200K | 1.02× | |
| 04 | Vorarlberg | ~60K | 1.01× | |
| 05 | Salzburg | ~100K | 0.96× | |
| 06 | Carinthia (state) | ~80K | 0.96× | |
| 07 | Burgenland | ~40K | 0.95× | |
| 08 | Lower Austria | ~200K | 0.94× | |
| 09 | Upper Austria | ~200K | 0.93× |
The strongest cross-interests of the Happiness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Self-knowledge (psychology) | Health | 2.96× | ||
| 02 | Well-being | Health | 2.01× | ||
| 03 | Quality of life | Health | 1.96× | ||
| 04 | Psychology | Business & Career | 1.93× | ||
| 05 | Nature | Home & Garden | 1.63× | ||
| 06 | Family | Kids & Family | 1.62× | ||
| 07 | Physical exercise | Sports | 1.61× | ||
| 08 | Bipa | Shopping | 1.60× | ||
| 09 | Cosmetics | Beauty & Wellness | 1.60× | ||
| 10 | Discount stores | Shopping | 1.59× | ||
| 11 | Physical fitness | Sports | 1.56× | ||
| 12 | Shoes | Fashion & Accessoires | 1.56× | ||
| 13 | Cooking | Food & Beverages | 1.54× | ||
| 14 | Fitness and wellness | Sports | 1.54× | ||
| 15 | Hotels | Travel & Leisure | 1.54× | ||
| 16 | Photography | Arts & Culture | 1.54× | ||
| 17 | Current events | Arts & Culture | 1.54× | ||
| 18 | Online shopping | Shopping | 1.52× | ||
| 19 | Internet & Social Media | 1.50× | |||
| 20 | Design | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.37× | |
| Travelling | THRILL | 1.28× | |
| Urban Lifestyle | OPEN | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.63× | |
| Social Media Usage | JOY | 0.76× | |
| Luxury Orientation | PREMIUM | 0.79× |
Happiness has an estimated audience of 1,643,515 people in Austria, concentrated in Vienna and Lower Austria.
62.8% of Happiness fans are female, 37.2% are male, with an average age of 41.6 years.
Happiness fans show strongest brand affinity for Google (1.5×), Online shopping (1.52×), and Design (1.5×) over the country average.
Happiness fans in Austria are most concentrated in Vienna (reach ~400K), Lower Austria (reach ~200K), and Styria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Happiness itself, the audience over-indexes on Online shopping (1.52×), Design (1.5×), Physical fitness (1.56×), and Quality of life (1.96×) 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 Happiness. 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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