A data profile of the people who buy, follow and care about Lego in Austria — modelled from more than twelve digital signal sources. Lego has an estimated audience of 827,227 people in Austria.
The average Lego fan in Austria is 35.5 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Smyths Toys, Legoland, Müller (German trade company), with strongest over-indexing on Smyths Toys (5.19× the country average).
Demographically, the Lego audience skews more female with an average age of 35.5, and over-indexes on personality traits such as Design Affinity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Lego fan in Austria is more female, around 35.5 years old, with strong Design Affinity tendencies and a notable affinity for Smyths Toys.
The key figures that characterise the Lego profile in Austria.
69.9% are female, 30.1% are male, average age 35.5.
| Metric | Value |
|---|---|
| Female | 69.9% |
| Male | 30.1% |
| Average age | 35.5 |
| Estimated audience size | 827,227 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 30% | |
| 30-39 | 24% | |
| 40-49 | 14% | |
| 50+ | 11% |
of the worldwide Lego audience comes from Austria.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
Where the Lego audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lower Austria | ~100K | 1.22× | |
| 02 | Burgenland | ~20K | 1.08× | |
| 03 | Upper Austria | ~100K | 1.03× | |
| 04 | Vienna | ~200K | 1.02× | |
| 05 | Styria | ~100K | 1.00× | |
| 06 | Tyrol | ~60K | 0.97× | |
| 07 | Carinthia (state) | ~40K | 0.92× | |
| 08 | Vorarlberg | ~30K | 0.91× | |
| 09 | Salzburg | ~50K | 0.86× |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego Duplo | Kids & Family | 14.67× | ||
| 02 | Legoland | Travel & Leisure | 13.93× | ||
| 03 | Construction set | Kids & Family | 13.09× | ||
| 04 | Lego Star Wars | Kids & Family | 12.61× | ||
| 05 | Held der Steine | Internet & Social Media | 11.44× | ||
| 06 | Playmobil | Kids & Family | 6.83× | ||
| 07 | Bluebrixx | Kids & Family | 6.56× | ||
| 08 | Toniebox | Kids & Family | 6.43× | ||
| 09 | Smyths Toys | Kids & Family | 5.19× | ||
| 10 | Babywalz | Kids & Family | 4.19× | ||
| 11 | Müller (German trade company) | Shopping | 2.84× | ||
| 12 | Lieferando.de | Food & Beverages | 2.64× | ||
| 13 | C&A | Shopping | 2.23× | ||
| 14 | Müller (company) | Food & Beverages | 2.00× | ||
| 15 | Woman | Kids & Family | 1.98× | ||
| 16 | Deichmann | Shopping | 1.86× | ||
| 17 | Google Maps | Internet & Social Media | 1.78× | ||
| 18 | OMV | Cars & Mobility | 1.62× | ||
| 19 | Spar (retailer) | Shopping | 1.61× | ||
| 20 | Obi (store) | Shopping | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.80× | |
| Price Sensitivity | PREMIUM | 1.45× | |
| Mindfulness | BALANCE | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.57× | |
| Patriotism | CONSERVATISM | 0.65× | |
| Healthy Lifestyle | BALANCE | 0.84× |
Lego's target market in Austria covers an estimated 827,227 people, concentrated in Vienna and Lower Austria.
69.9% of the Lego audience are female, 30.1% are male, with an average age of 35.5 years.
Lego fans show strongest brand affinity for Smyths Toys (5.19×), Legoland (13.93×), and Müller (German trade company) (2.84×) over the country average.
Lego fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Lego itself, the audience over-indexes on Legoland (13.93×), Müller (German trade company) (2.84×), Spar (retailer) (1.61×), and Google Maps (1.78×) 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 Lego. 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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