A data profile of the people who buy, follow and care about McDonald's in Austria — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 5,536,380 people in Austria.
The average McDonald's fan in Austria is 37.4 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Billa (supermarket), Müller (German trade company), with strongest over-indexing on Spar (retailer) (1.56× the country average).
Demographically, the McDonald's audience skews balanced with an average age of 37.4, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical McDonald's fan in Austria is balanced, around 37.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the McDonald's profile in Austria.
51.7% are female, 48.3% are male, average age 37.4.
| Metric | Value |
|---|---|
| Female | 51.7% |
| Male | 48.3% |
| Average age | 37.4 |
| Estimated audience size | 5,536,380 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 18% | |
| 50+ | 16% |
of the worldwide McDonald's audience comes from Austria.
| Country | Share |
|---|---|
| United States | 24.2% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~500K | 1.47× | |
| 02 | Carinthia (state) | ~300K | 1.15× | |
| 03 | Tyrol | ~400K | 1.10× | |
| 04 | Lower Austria | ~800K | 1.07× | |
| 05 | Upper Austria | ~700K | 0.95× | |
| 06 | Vienna | ~1M | 0.94× | |
| 07 | Burgenland | ~100K | 0.90× | |
| 08 | Styria | ~500K | 0.76× | |
| 09 | Vorarlberg | ~100K | 0.67× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Walmart | Shopping | 2.93× | ||
| 02 | Burger King | Food & Beverages | 2.55× | ||
| 03 | Deichmann | Shopping | 1.79× | ||
| 04 | Temu | Shopping | 1.78× | ||
| 05 | KFC | Food & Beverages | 1.75× | ||
| 06 | Ernsting's family | Shopping | 1.67× | ||
| 07 | Starbucks | Food & Beverages | 1.65× | ||
| 08 | Bipa | Shopping | 1.63× | ||
| 09 | Subway | Food & Beverages | 1.63× | ||
| 10 | Müller (German trade company) | Shopping | 1.62× | ||
| 11 | Fressnapf | Shopping | 1.61× | ||
| 12 | Babywalz | Kids & Family | 1.60× | ||
| 13 | C&A | Shopping | 1.59× | ||
| 14 | Part-time | Business & Career | 1.59× | ||
| 15 | Spar (retailer) | Shopping | 1.56× | ||
| 16 | Western Union | Business & Career | 1.56× | ||
| 17 | Aldi | Shopping | 1.55× | ||
| 18 | Billa (supermarket) | Shopping | 1.51× | ||
| 19 | Cologne | Travel & Leisure | 1.51× | ||
| 20 | Lottoland | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.56× | |
| Early Adopter Mentality | POWER | 1.11× | |
| Urban Lifestyle | OPEN | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Healthy Lifestyle | BALANCE | 0.61× | |
| Mindfulness | BALANCE | 0.90× |
McDonald's's target market in Austria covers an estimated 5,536,380 people, concentrated in Vienna and Lower Austria.
51.7% of the McDonald's audience are female, 48.3% are male, with an average age of 37.4 years.
McDonald's fans show strongest brand affinity for Spar (retailer) (1.56×), Billa (supermarket) (1.51×), and Müller (German trade company) (1.62×) over the country average.
McDonald's fans in Austria are most concentrated in Vienna (reach ~1M), Lower Austria (reach ~800K), and Upper Austria (reach ~700K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Billa (supermarket) (1.51×), Müller (German trade company) (1.62×), Bipa (1.63×), and Burger King (2.55×) 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 McDonald's. 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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