A data profile of the people who buy, follow and care about Modern art in Austria — modelled from more than twelve digital signal sources. Modern art has an estimated audience of 874,242 people in Austria.
The average Modern art fan in Austria is 38.2 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Art exhibition, Contemporary art, Abstract art, with strongest over-indexing on Art exhibition (5.52× the country average).
Demographically, the Modern art audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Modern art fan in Austria is more female, around 38.2 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Art exhibition.
The key figures that characterise the Modern art profile in Austria.
61.4% are female, 38.6% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 38.2 |
| Estimated audience size | 874,242 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Modern art audience comes from Austria.
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 11.7% |
| China | 11.6% |
Where the Modern art audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~200K | 1.29× | |
| 02 | Salzburg | ~70K | 1.28× | |
| 03 | Carinthia (state) | ~50K | 1.01× | |
| 04 | Upper Austria | ~100K | 1.00× | |
| 05 | Styria | ~100K | 0.96× | |
| 06 | Burgenland | ~20K | 0.96× | |
| 07 | Tyrol | ~60K | 0.95× | |
| 08 | Lower Austria | ~100K | 0.94× | |
| 09 | Vorarlberg | ~30K | 0.93× |
The strongest cross-interests of the Modern art audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Abstract art | Arts & Culture | 5.78× | ||
| 02 | Art exhibition | Arts & Culture | 5.52× | ||
| 03 | Contemporary art gallery | Arts & Culture | 4.97× | ||
| 04 | Digital illustration | Arts & Culture | 4.64× | ||
| 05 | Contemporary art | Arts & Culture | 4.44× | ||
| 06 | Oil painting | Arts & Culture | 4.36× | ||
| 07 | Digital art | Arts & Culture | 4.12× | ||
| 08 | Work of art | Arts & Culture | 3.61× | ||
| 09 | Paint | Home & Garden | 3.60× | ||
| 10 | Art museum | Arts & Culture | 3.56× | ||
| 11 | Conceptual art | Arts & Culture | 3.22× | ||
| 12 | Fine art | Business & Career | 3.19× | ||
| 13 | Watercolor painting | Arts & Culture | 3.16× | ||
| 14 | Illustration | Arts & Culture | 3.06× | ||
| 15 | Street photography | Technology & Electronics | 2.49× | ||
| 16 | Drawing | Home & Garden | 2.08× | ||
| 17 | Graphic design | Business & Career | 1.90× | ||
| 18 | Creativity | Home & Garden | 1.84× | ||
| 19 | Painting | Arts & Culture | 1.78× | ||
| 20 | Photograph | Technology & Electronics | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 2.34× | |
| Patriotism | CONSERVATISM | 1.83× | |
| Sustainability | BALANCE | 1.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.58× | |
| Mindfulness | BALANCE | 0.63× | |
| Early Adopter Mentality | POWER | 0.70× |
Modern art has an estimated audience of 874,242 people in Austria, concentrated in Vienna and Lower Austria.
61.4% of Modern art fans are female, 38.6% are male, with an average age of 38.2 years.
Modern art fans show strongest brand affinity for Art exhibition (5.52×), Contemporary art (4.44×), and Abstract art (5.78×) over the country average.
Modern art 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 Modern art itself, the audience over-indexes on Contemporary art (4.44×), Abstract art (5.78×), Art museum (3.56×), and Fine art (3.19×) 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 Modern art. 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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