A data profile of the people who buy, follow and care about Mercedes-Benz in Austria — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 802,351 people in Austria.
The average Mercedes-Benz fan in Austria is 38.6 years old, more male, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include AutoScout24, Automobiles, Škoda Auto, with strongest over-indexing on AutoScout24 (2.04× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Luxury Orientation, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Mercedes-Benz fan in Austria is more male, around 38.6 years old, with strong Luxury Orientation tendencies and a notable affinity for AutoScout24.
The key figures that characterise the Mercedes-Benz profile in Austria.
34.2% are female, 65.8% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 34.2% |
| Male | 65.8% |
| Average age | 38.6 |
| Estimated audience size | 802,351 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 19% |
of the worldwide Mercedes-Benz audience comes from Austria.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~60K | 1.11× | |
| 02 | Vorarlberg | ~30K | 1.09× | |
| 03 | Styria | ~100K | 1.04× | |
| 04 | Burgenland | ~20K | 1.04× | |
| 05 | Lower Austria | ~100K | 1.01× | |
| 06 | Upper Austria | ~100K | 1.00× | |
| 07 | Tyrol | ~50K | 0.93× | |
| 08 | Vienna | ~100K | 0.92× | |
| 09 | Carinthia (state) | ~40K | 0.86× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | AutoScout24 | Cars & Mobility | 2.04× | ||
| 02 | Škoda Auto | Cars & Mobility | 2.03× | ||
| 03 | Used car | Cars & Mobility | 1.89× | ||
| 04 | Plug-in hybrid | Cars & Mobility | 1.78× | ||
| 05 | Electric motor | Cars & Mobility | 1.75× | ||
| 06 | SUVs | Cars & Mobility | 1.71× | ||
| 07 | Automotive design | Business & Career | 1.70× | ||
| 08 | Trucks | Cars & Mobility | 1.63× | ||
| 09 | Hybrids | Cars & Mobility | 1.63× | ||
| 10 | Tire | Cars & Mobility | 1.62× | ||
| 11 | Car dealership | Cars & Mobility | 1.60× | ||
| 12 | Automobiles | Cars & Mobility | 1.58× | ||
| 13 | BMW | Cars & Mobility | 1.58× | ||
| 14 | Dnevni avaz | News | 1.57× | ||
| 15 | Audi | Cars & Mobility | 1.56× | ||
| 16 | Wheel | Cars & Mobility | 1.56× | ||
| 17 | Toyota | Cars & Mobility | 1.56× | ||
| 18 | Volkswagen | Cars & Mobility | 1.54× | ||
| 19 | Porsche | Cars & Mobility | 1.54× | ||
| 20 | BYD Auto | Cars & Mobility | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.65× | |
| Urban Lifestyle | OPEN | 1.45× | |
| Travelling | THRILL | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.66× | |
| Design Affinity | PREMIUM | 0.66× | |
| Healthy Lifestyle | BALANCE | 0.74× |
Mercedes-Benz's target market in Austria covers an estimated 802,351 people, concentrated in Vienna and Lower Austria.
34.2% of the Mercedes-Benz audience are female, 65.8% are male, with an average age of 38.6 years.
Mercedes-Benz fans show strongest brand affinity for AutoScout24 (2.04×), Automobiles (1.58×), and Škoda Auto (2.03×) over the country average.
Mercedes-Benz fans in Austria are most concentrated in Vienna (reach ~100K), Lower Austria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Automobiles (1.58×), Škoda Auto (2.03×), Used car (1.89×), and SUVs (1.71×) 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 Mercedes-Benz. 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.