A data profile of the people who buy, follow and care about Home and garden in Austria — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 3,343,105 people in Austria.
The average Home and garden fan in Austria is 38.7 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Süper Lig, Orange, Stack Overflow, with strongest over-indexing on Süper Lig (1.62× the country average).
Demographically, the Home and garden audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Sustainability, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 8 brand affinities and 9 regions tracked by Rascasse.
The typical Home and garden fan in Austria is more female, around 38.7 years old, with strong Sustainability tendencies and a notable affinity for Süper Lig.
The key figures that characterise the Home and garden profile in Austria.
56.7% are female, 43.3% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 56.7% |
| Male | 43.3% |
| Average age | 38.7 |
| Estimated audience size | 3,343,105 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 18% |
of the worldwide Home and garden audience comes from Austria.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
Where the Home and garden audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~100K | 1.13× | |
| 02 | Vorarlberg | ~100K | 1.07× | |
| 03 | Carinthia (state) | ~200K | 1.03× | |
| 04 | Salzburg | ~200K | 1.00× | |
| 05 | Tyrol | ~200K | 0.96× | |
| 06 | Upper Austria | ~400K | 0.95× | |
| 07 | Lower Austria | ~400K | 0.94× | |
| 08 | Styria | ~400K | 0.93× | |
| 09 | Vienna | ~600K | 0.85× |
The strongest cross-interests of the Home and garden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Stack Overflow | Technology & Electronics | 1.72× | ||
| 02 | Rituals Cosmetics | Beauty & Wellness | 1.67× | ||
| 03 | Süper Lig | Sports | 1.62× | ||
| 04 | Gerolsteiner Brunnen | Food & Beverages | 1.58× | ||
| 05 | Orange | Technology & Electronics | 1.55× | ||
| 06 | Peloton | Sports | 1.55× | ||
| 07 | Farruko | Music & Radio | 1.52× | ||
| 08 | Targobank | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.16× | |
| DIY Mentality | THRILL | 1.15× | |
| Luxury Orientation | PREMIUM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.81× | |
| Tradition | CONSERVATISM | 0.84× | |
| Need for Security | CONSERVATISM | 0.88× |
Home and garden has an estimated audience of 3,343,105 people in Austria, concentrated in Vienna and Lower Austria.
56.7% of Home and garden fans are female, 43.3% are male, with an average age of 38.7 years.
Home and garden fans show strongest brand affinity for Süper Lig (1.62×), Orange (1.55×), and Stack Overflow (1.72×) over the country average.
Home and garden fans in Austria are most concentrated in Vienna (reach ~600K), Lower Austria (reach ~400K), and Upper Austria (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Home and garden itself, the audience over-indexes on Orange (1.55×), Stack Overflow (1.72×), Peloton (1.55×), and Targobank (1.5×) 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 Home and garden. 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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