A data profile of the people who buy, follow and care about Museum in Austria — modelled from more than twelve digital signal sources. Museum has an estimated audience of 1,117,938 people in Austria.
The average Museum fan in Austria is 42.7 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Salzburg, Upper Austria.
Top brand affinities include Art exhibition, Art museum, Modern art, with strongest over-indexing on Art exhibition (2.66× the country average).
Demographically, the Museum audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Healthy Lifestyle, Sports Activity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Museum fan in Austria is more female, around 42.7 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Art exhibition.
The key figures that characterise the Museum profile in Austria.
58.9% are female, 41.1% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 42.7 |
| Estimated audience size | 1,117,938 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Museum audience comes from Austria.
| Country | Share |
|---|---|
| United States | 18.4% |
| Japan | 9.1% |
| China | 6.6% |
Where the Museum audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~100K | 1.75× | |
| 02 | Vienna | ~300K | 1.49× | |
| 03 | Tyrol | ~90K | 1.23× | |
| 04 | Vorarlberg | ~40K | 1.02× | |
| 05 | Carinthia (state) | ~50K | 0.89× | |
| 06 | Upper Austria | ~100K | 0.79× | |
| 07 | Lower Austria | ~100K | 0.70× | |
| 08 | Styria | ~90K | 0.63× | |
| 09 | Burgenland | ~20K | 0.60× |
The strongest cross-interests of the Museum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Museology | Politics & Society | 2.98× | ||
| 02 | Exhibition | Arts & Culture | 2.83× | ||
| 03 | Art exhibition | Arts & Culture | 2.66× | ||
| 04 | Abstract art | Arts & Culture | 2.66× | ||
| 05 | Oil painting | Arts & Culture | 2.60× | ||
| 06 | Art museum | Arts & Culture | 2.49× | ||
| 07 | Cultural history | Arts & Culture | 2.36× | ||
| 08 | Ö1 | Music & Radio | 2.24× | ||
| 09 | Modern art | Arts & Culture | 2.10× | ||
| 10 | Cultural heritage | Politics & Society | 2.08× | ||
| 11 | Paint | Home & Garden | 2.02× | ||
| 12 | Watercolor painting | Arts & Culture | 1.93× | ||
| 13 | Contemporary art | Arts & Culture | 1.92× | ||
| 14 | Conceptual art | Arts & Culture | 1.80× | ||
| 15 | Fine art | Business & Career | 1.79× | ||
| 16 | Digital art | Arts & Culture | 1.77× | ||
| 17 | Illustration | Arts & Culture | 1.64× | ||
| 18 | Plant nursery | Home & Garden | 1.57× | ||
| 19 | Ornamental plant | Home & Garden | 1.53× | ||
| 20 | Bookselling | Literature | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.30× | |
| Sports Activity | POWER | 1.15× | |
| Early Adopter Mentality | POWER | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.52× | |
| Travelling | THRILL | 0.75× | |
| Urban Lifestyle | OPEN | 0.78× |
Museum has an estimated audience of 1,117,938 people in Austria, concentrated in Vienna and Salzburg.
58.9% of Museum fans are female, 41.1% are male, with an average age of 42.7 years.
Museum fans show strongest brand affinity for Art exhibition (2.66×), Art museum (2.49×), and Modern art (2.1×) over the country average.
Museum fans in Austria are most concentrated in Vienna (reach ~300K), Salzburg (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Museum itself, the audience over-indexes on Art museum (2.49×), Modern art (2.1×), Contemporary art (1.92×), and Abstract art (2.66×) 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 Museum. 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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