A data profile of the people who buy, follow and care about Motherhood in Austria — modelled from more than twelve digital signal sources. Motherhood has an estimated audience of 1,338,347 people in Austria.
The average Motherhood fan in Austria is 39.7 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Billa (supermarket), Hornbach, Deichmann, with strongest over-indexing on Billa (supermarket) (1.76× the country average).
Demographically, the Motherhood audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Community Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Motherhood fan in Austria is more female, around 39.7 years old, with strong Community Orientation tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Motherhood profile in Austria.
72.6% are female, 27.4% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 72.6% |
| Male | 27.4% |
| Average age | 39.7 |
| Estimated audience size | 1,338,347 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 25% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 19% |
of the worldwide Motherhood audience comes from Austria.
| Country | Share |
|---|---|
| United States | 20.8% |
| Brazil | 5.0% |
| Japan | 4.8% |
Where the Motherhood audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~40K | 1.13× | |
| 02 | Vorarlberg | ~50K | 1.07× | |
| 03 | Carinthia (state) | ~70K | 1.03× | |
| 04 | Salzburg | ~90K | 1.00× | |
| 05 | Tyrol | ~90K | 0.96× | |
| 06 | Lower Austria | ~200K | 0.94× | |
| 07 | Upper Austria | ~200K | 0.94× | |
| 08 | Styria | ~200K | 0.93× | |
| 09 | Vienna | ~200K | 0.86× |
The strongest cross-interests of the Motherhood audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pampers | Kids & Family | 3.09× | ||
| 02 | Drawing | Home & Garden | 1.99× | ||
| 03 | Deichmann | Shopping | 1.98× | ||
| 04 | Desserts | Food & Beverages | 1.96× | ||
| 05 | Weddings | Kids & Family | 1.91× | ||
| 06 | Happiness | Health | 1.80× | ||
| 07 | Hairstyle | Beauty & Wellness | 1.79× | ||
| 08 | Children's clothing | Fashion & Accessoires | 1.79× | ||
| 09 | Billa (supermarket) | Shopping | 1.76× | ||
| 10 | Cineplexx Cinemas | Movies & TV | 1.75× | ||
| 11 | Hornbach | Shopping | 1.72× | ||
| 12 | Tattoos | Fashion & Accessoires | 1.67× | ||
| 13 | Lodging | Travel & Leisure | 1.65× | ||
| 14 | Quality of life | Health | 1.57× | ||
| 15 | Bars | Travel & Leisure | 1.57× | ||
| 16 | Felix Baumgartner | Sports | 1.57× | ||
| 17 | TK Maxx | Shopping | 1.56× | ||
| 18 | Vacations | Travel & Leisure | 1.55× | ||
| 19 | Austrian Airlines | Travel & Leisure | 1.54× | ||
| 20 | Spas | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.44× | |
| Mindfulness | BALANCE | 1.41× | |
| Extroversion | THRILL | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.56× | |
| Need for Security | CONSERVATISM | 0.94× | |
| Urban Lifestyle | OPEN | 0.96× |
Motherhood has an estimated audience of 1,338,347 people in Austria, concentrated in Vienna and Lower Austria.
72.6% of Motherhood fans are female, 27.4% are male, with an average age of 39.7 years.
Motherhood fans show strongest brand affinity for Billa (supermarket) (1.76×), Hornbach (1.72×), and Deichmann (1.98×) over the country average.
Motherhood fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~200K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Motherhood itself, the audience over-indexes on Hornbach (1.72×), Deichmann (1.98×), Austrian Airlines (1.54×), and Desserts (1.96×) 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 Motherhood. 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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