A data profile of the people who buy, follow and care about Home Appliances in Austria — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 1,256,778 people in Austria.
The average Home Appliances fan in Austria is 43.8 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Billa (supermarket), Obi (store), with strongest over-indexing on Spar (retailer) (1.56× the country average).
Demographically, the Home Appliances audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Luxury Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Home Appliances fan in Austria is more female, around 43.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the Home Appliances profile in Austria.
57.5% are female, 42.5% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 57.5% |
| Male | 42.5% |
| Average age | 43.8 |
| Estimated audience size | 1,256,778 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 28% |
of the worldwide Home Appliances audience comes from Austria.
| Country | Share |
|---|---|
| United States | 17.6% |
| Brazil | 4.9% |
| Italy | 4.6% |
Where the Home Appliances audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~40K | 1.14× | |
| 02 | Vorarlberg | ~50K | 1.07× | |
| 03 | Carinthia (state) | ~70K | 1.04× | |
| 04 | Salzburg | ~80K | 1.01× | |
| 05 | Tyrol | ~80K | 0.96× | |
| 06 | Upper Austria | ~200K | 0.95× | |
| 07 | Lower Austria | ~200K | 0.94× | |
| 08 | Styria | ~100K | 0.93× | |
| 09 | Vienna | ~200K | 0.89× |
The strongest cross-interests of the Home Appliances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Terrace (building) | Home & Garden | 3.22× | ||
| 02 | Living room | Home & Garden | 3.14× | ||
| 03 | Terraced house | Home & Garden | 2.91× | ||
| 04 | Real property | Home & Garden | 2.85× | ||
| 05 | Bedroom | Home & Garden | 2.53× | ||
| 06 | Obi (store) | Shopping | 1.90× | ||
| 07 | Discount stores | Shopping | 1.87× | ||
| 08 | Lidl | Shopping | 1.75× | ||
| 09 | Kitchen | Home & Garden | 1.72× | ||
| 10 | Apartment | Business & Career | 1.72× | ||
| 11 | OMV | Cars & Mobility | 1.69× | ||
| 12 | Garden | Home & Garden | 1.68× | ||
| 13 | IKEA | Home & Garden | 1.66× | ||
| 14 | Shop Apotheke | Shopping | 1.65× | ||
| 15 | Recipes | Food & Beverages | 1.60× | ||
| 16 | House | Home & Garden | 1.59× | ||
| 17 | Hornbach | Shopping | 1.58× | ||
| 18 | Spar (retailer) | Shopping | 1.56× | ||
| 19 | Billa (supermarket) | Shopping | 1.53× | ||
| 20 | Furniture | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.05× | |
| Mindfulness | BALANCE | 1.37× | |
| Early Adopter Mentality | POWER | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.51× | |
| Patriotism | CONSERVATISM | 0.60× | |
| Travelling | THRILL | 0.89× |
Home Appliances has an estimated audience of 1,256,778 people in Austria, concentrated in Vienna and Lower Austria.
57.5% of Home Appliances fans are female, 42.5% are male, with an average age of 43.8 years.
Home Appliances fans show strongest brand affinity for Spar (retailer) (1.56×), Billa (supermarket) (1.53×), and Obi (store) (1.9×) over the country average.
Home Appliances fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~200K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Home Appliances itself, the audience over-indexes on Billa (supermarket) (1.53×), Obi (store) (1.9×), Lidl (1.75×), and IKEA (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 Home Appliances. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.