A data profile of the people who buy, follow and care about Munich in Austria — modelled from more than twelve digital signal sources. Munich has an estimated audience of 1,278,044 people in Austria.
The average Munich fan in Austria is 41.5 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Kronen Zeitung, Bild, Billa (supermarket), with strongest over-indexing on Kronen Zeitung (2.11× the country average).
Demographically, the Munich audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Early Adopter Mentality, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Munich fan in Austria is balanced, around 41.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Kronen Zeitung.
The key figures that characterise the Munich profile in Austria.
51.8% are female, 48.2% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 41.5 |
| Estimated audience size | 1,278,044 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 24% |
of the worldwide Munich audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 32.9% |
| United States | 11.0% |
| Italy | 6.7% |
Where the Munich audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tyrol | ~100K | 1.51× | |
| 02 | Salzburg | ~100K | 1.37× | |
| 03 | Vorarlberg | ~50K | 1.20× | |
| 04 | Upper Austria | ~200K | 1.00× | |
| 05 | Carinthia (state) | ~60K | 0.88× | |
| 06 | Vienna | ~200K | 0.84× | |
| 07 | Styria | ~100K | 0.83× | |
| 08 | Lower Austria | ~100K | 0.75× | |
| 09 | Burgenland | ~20K | 0.68× |
The strongest cross-interests of the Munich audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | MSN | News | 2.59× | ||
| 02 | Transfermarkt | Sports | 2.20× | ||
| 03 | Kronen Zeitung | News | 2.11× | ||
| 04 | Politics | Politics & Society | 1.94× | ||
| 05 | Cineplexx Cinemas | Movies & TV | 1.92× | ||
| 06 | Distilled beverage | Food & Beverages | 1.86× | ||
| 07 | Austrian Airlines | Travel & Leisure | 1.80× | ||
| 08 | Schlager music | Music & Radio | 1.78× | ||
| 09 | Hornbach | Shopping | 1.77× | ||
| 10 | Blues music | Music & Radio | 1.76× | ||
| 11 | Hobby | Home & Garden | 1.75× | ||
| 12 | Internet & Social Media | 1.74× | |||
| 13 | Toys | Games | 1.74× | ||
| 14 | Wikipedia | Internet & Social Media | 1.69× | ||
| 15 | Electronics | Technology & Electronics | 1.69× | ||
| 16 | Felix Baumgartner | Sports | 1.68× | ||
| 17 | Billa (supermarket) | Shopping | 1.62× | ||
| 18 | Lindsey Vonn | Sports | 1.61× | ||
| 19 | Bild | News | 1.60× | ||
| 20 | Hair products | Beauty & Wellness | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.67× | |
| Spirituality | BALANCE | 1.50× | |
| Community Orientation | OPEN | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.82× | |
| Quality Awareness | PREMIUM | 0.89× | |
| DIY Mentality | THRILL | 0.92× |
Munich has an estimated audience of 1,278,044 people in Austria, concentrated in Vienna and Upper Austria.
51.8% of Munich fans are female, 48.2% are male, with an average age of 41.5 years.
Munich fans show strongest brand affinity for Kronen Zeitung (2.11×), Bild (1.6×), and Billa (supermarket) (1.62×) over the country average.
Munich fans in Austria are most concentrated in Vienna (reach ~200K), Upper Austria (reach ~200K), and Lower Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Munich itself, the audience over-indexes on Bild (1.6×), Billa (supermarket) (1.62×), WhatsApp (1.74×), and Austrian Airlines (1.8×) 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 Munich. 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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