A data profile of the people who buy, follow and care about Hobby in Austria — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 1,602,686 people in Austria.
The average Hobby fan in Austria is 40.9 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Heute, Spar (retailer), Kronen Zeitung, with strongest over-indexing on Heute (1.58× the country average).
Demographically, the Hobby audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Sustainability, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Hobby fan in Austria is more female, around 40.9 years old, with strong Sustainability tendencies and a notable affinity for Heute.
The key figures that characterise the Hobby profile in Austria.
58.8% are female, 41.2% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 40.9 |
| Estimated audience size | 1,602,686 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 22% |
of the worldwide Hobby audience comes from Austria.
| Country | Share |
|---|---|
| United States | 21.7% |
| China | 7.4% |
| Japan | 6.0% |
Where the Hobby audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Upper Austria | ~200K | 1.11× | |
| 02 | Styria | ~200K | 1.05× | |
| 03 | Lower Austria | ~200K | 1.02× | |
| 04 | Burgenland | ~40K | 1.02× | |
| 05 | Vienna | ~300K | 1.00× | |
| 06 | Carinthia (state) | ~80K | 1.00× | |
| 07 | Vorarlberg | ~50K | 0.96× | |
| 08 | Tyrol | ~100K | 0.95× | |
| 09 | Salzburg | ~100K | 0.92× |
The strongest cross-interests of the Hobby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pet store | Pets & Animals | 5.50× | ||
| 02 | Image sensor | Technology & Electronics | 5.08× | ||
| 03 | Cat food | Pets & Animals | 4.46× | ||
| 04 | Optics | Health | 3.37× | ||
| 05 | Leisure | Travel & Leisure | 2.23× | ||
| 06 | Hornbach | Shopping | 2.18× | ||
| 07 | Müller (company) | Food & Beverages | 2.16× | ||
| 08 | Animal | Pets & Animals | 2.14× | ||
| 09 | GMX Mail | Internet & Social Media | 1.91× | ||
| 10 | McDonald's | Food & Beverages | 1.84× | ||
| 11 | Spar (retailer) | Shopping | 1.74× | ||
| 12 | Bild | News | 1.70× | ||
| 13 | Obi (store) | Shopping | 1.70× | ||
| 14 | IKEA | Home & Garden | 1.68× | ||
| 15 | Billa (supermarket) | Shopping | 1.66× | ||
| 16 | Internet & Social Media | 1.66× | |||
| 17 | Kronen Zeitung | News | 1.65× | ||
| 18 | Internet & Social Media | 1.60× | |||
| 19 | Heute | Movies & TV | 1.58× | ||
| 20 | Amazon.com | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.71× | |
| Price Sensitivity | PREMIUM | 1.55× | |
| Mindfulness | BALANCE | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.59× | |
| Healthy Lifestyle | BALANCE | 0.64× | |
| Social Media Usage | JOY | 0.74× |
Hobby has an estimated audience of 1,602,686 people in Austria, concentrated in Vienna and Upper Austria.
58.8% of Hobby fans are female, 41.2% are male, with an average age of 40.9 years.
Hobby fans show strongest brand affinity for Heute (1.58×), Spar (retailer) (1.74×), and Kronen Zeitung (1.65×) over the country average.
Hobby fans in Austria are most concentrated in Vienna (reach ~300K), Upper Austria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Hobby itself, the audience over-indexes on Spar (retailer) (1.74×), Kronen Zeitung (1.65×), Bild (1.7×), and Billa (supermarket) (1.66×) 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 Hobby. 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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