A data profile of the people who buy, follow and care about Luxury goods in Austria — modelled from more than twelve digital signal sources. Luxury goods has an estimated audience of 2,343,356 people in Austria.
The average Luxury goods fan in Austria is 41.1 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include H&M, Women's clothing, Louis Vuitton, with strongest over-indexing on H&M (1.54× the country average).
Demographically, the Luxury goods audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Luxury goods fan in Austria is more female, around 41.1 years old, with strong Patriotism tendencies and a notable affinity for H&M.
The key figures that characterise the Luxury goods profile in Austria.
58.2% are female, 41.8% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 58.2% |
| Male | 41.8% |
| Average age | 41.1 |
| Estimated audience size | 2,343,356 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 23% |
of the worldwide Luxury goods audience comes from Austria.
| Country | Share |
|---|---|
| United States | 16.5% |
| Japan | 6.0% |
| Italy | 4.8% |
Where the Luxury goods audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~200K | 1.12× | |
| 02 | Tyrol | ~200K | 1.02× | |
| 03 | Vorarlberg | ~80K | 1.01× | |
| 04 | Carinthia (state) | ~100K | 1.00× | |
| 05 | Upper Austria | ~300K | 0.99× | |
| 06 | Styria | ~300K | 0.99× | |
| 07 | Burgenland | ~60K | 0.99× | |
| 08 | Lower Austria | ~300K | 0.98× | |
| 09 | Vienna | ~400K | 0.92× |
The strongest cross-interests of the Luxury goods audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Louis Vuitton | Fashion & Accessoires | 2.08× | ||
| 02 | Ring (jewellery) | Fashion & Accessoires | 1.97× | ||
| 03 | Hermès | Fashion & Accessoires | 1.94× | ||
| 04 | Zara | Shopping | 1.85× | ||
| 05 | Blouse | Fashion & Accessoires | 1.73× | ||
| 06 | Skirt | Fashion & Accessoires | 1.69× | ||
| 07 | Home repair | Home & Garden | 1.66× | ||
| 08 | Handbags | Fashion & Accessoires | 1.66× | ||
| 09 | Organic product | Food & Beverages | 1.64× | ||
| 10 | Primark | Shopping | 1.63× | ||
| 11 | Nike | Fashion & Accessoires | 1.62× | ||
| 12 | Children's clothing | Fashion & Accessoires | 1.61× | ||
| 13 | Skin care | Beauty & Wellness | 1.58× | ||
| 14 | Discounts and allowances | Shopping | 1.58× | ||
| 15 | Dresses | Fashion & Accessoires | 1.57× | ||
| 16 | Undergarment | Fashion & Accessoires | 1.57× | ||
| 17 | Streetwear | Fashion & Accessoires | 1.57× | ||
| 18 | Healthy habits | Health | 1.56× | ||
| 19 | Women's clothing | Fashion & Accessoires | 1.55× | ||
| 20 | H&M | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.96× | |
| Healthy Lifestyle | BALANCE | 1.32× | |
| Sustainability | BALANCE | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.57× | |
| Urban Lifestyle | OPEN | 0.71× | |
| Social Media Usage | JOY | 0.80× |
Luxury goods has an estimated audience of 2,343,356 people in Austria, concentrated in Vienna and Lower Austria.
58.2% of Luxury goods fans are female, 41.8% are male, with an average age of 41.1 years.
Luxury goods fans show strongest brand affinity for H&M (1.54×), Women's clothing (1.55×), and Louis Vuitton (2.08×) over the country average.
Luxury goods fans in Austria are most concentrated in Vienna (reach ~400K), Lower Austria (reach ~300K), and Upper Austria (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Luxury goods itself, the audience over-indexes on Women's clothing (1.55×), Louis Vuitton (2.08×), Dresses (1.57×), and Zara (1.85×) 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 Luxury goods. 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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