A data profile of the people who buy, follow and care about Hornbach in Austria — modelled from more than twelve digital signal sources. Hornbach has an estimated audience of 2,272,856 people in Austria.
The average Hornbach fan in Austria is 43.0 years old, more male, and lives primarily in Lower Austria.
The audience is concentrated in Lower Austria, Vienna, Upper Austria.
Top brand affinities include Billa (supermarket), Obi (store), Kronen Zeitung, with strongest over-indexing on Billa (supermarket) (2.87× the country average).
Demographically, the Hornbach audience skews more male with an average age of 43.0, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Hornbach fan in Austria is more male, around 43.0 years old, with strong DIY Mentality tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Hornbach profile in Austria.
40.9% are female, 59.1% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 40.9% |
| Male | 59.1% |
| Average age | 43.0 |
| Estimated audience size | 2,272,856 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Hornbach audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 42.9% |
| Netherlands | 20.3% |
| Austria | 7.0% |
Where the Hornbach audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~700K | 2.14× | |
| 02 | Upper Austria | ~400K | 1.22× | |
| 03 | Styria | ~300K | 1.17× | |
| 04 | Vienna | ~500K | 1.04× | |
| 05 | Burgenland | ~60K | 0.99× | |
| 06 | Vorarlberg | ~80K | 0.98× | |
| 07 | Carinthia (state) | ~80K | 0.68× | |
| 08 | Tyrol | ~90K | 0.57× | |
| 09 | Salzburg | ~40K | 0.24× |
The strongest cross-interests of the Hornbach audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kaufland | Shopping | 3.50× | ||
| 02 | Obi (store) | Shopping | 3.09× | ||
| 03 | Billa (supermarket) | Shopping | 2.87× | ||
| 04 | AutoScout24 | Cars & Mobility | 2.83× | ||
| 05 | Bipa | Shopping | 2.23× | ||
| 06 | Discount stores | Shopping | 2.16× | ||
| 07 | IKEA | Home & Garden | 2.14× | ||
| 08 | EBay | Shopping | 2.01× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 1.91× | ||
| 10 | Amazon.com | Shopping | 1.82× | ||
| 11 | McDonald's | Food & Beverages | 1.81× | ||
| 12 | Austrian Airlines | Travel & Leisure | 1.78× | ||
| 13 | Kronen Zeitung | News | 1.76× | ||
| 14 | Internet & Social Media | 1.75× | |||
| 15 | Shoes | Fashion & Accessoires | 1.66× | ||
| 16 | Internet & Social Media | 1.65× | |||
| 17 | Müller (company) | Food & Beverages | 1.65× | ||
| 18 | Internet & Social Media | 1.64× | |||
| 19 | Politics and social issues | Politics & Society | 1.58× | ||
| 20 | Germany | Travel & Leisure | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.94× | |
| Quality Awareness | PREMIUM | 1.83× | |
| Price Sensitivity | PREMIUM | 1.65× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.03× | |
| Mindfulness | BALANCE | 1.08× | |
| Early Adopter Mentality | POWER | 1.09× |
Hornbach's target market in Austria covers an estimated 2,272,856 people, concentrated in Lower Austria and Vienna.
40.9% of the Hornbach audience are female, 59.1% are male, with an average age of 43.0 years.
Hornbach fans show strongest brand affinity for Billa (supermarket) (2.87×), Obi (store) (3.09×), and Kronen Zeitung (1.76×) over the country average.
Hornbach fans in Austria are most concentrated in Lower Austria (reach ~700K), Vienna (reach ~500K), and Upper Austria (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Hornbach itself, the audience over-indexes on Obi (store) (3.09×), Kronen Zeitung (1.76×), Amazon.com (1.82×), and IKEA (2.14×) 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 Hornbach. 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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