A data profile of the people who buy, follow and care about Nature in Austria — modelled from more than twelve digital signal sources. Nature has an estimated audience of 2,889,371 people in Austria.
The average Nature fan in Austria is 43.2 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Beauty, Hotels, Do it yourself (DIY), with strongest over-indexing on Beauty (1.56× the country average).
Demographically, the Nature audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Price Sensitivity, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Nature fan in Austria is more female, around 43.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Beauty.
The key figures that characterise the Nature profile in Austria.
56.2% are female, 43.8% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 56.2% |
| Male | 43.8% |
| Average age | 43.2 |
| Estimated audience size | 2,889,371 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 28% |
of the worldwide Nature audience comes from Austria.
| Country | Share |
|---|---|
| United States | 18.6% |
| Italy | 5.1% |
| Brazil | 4.7% |
Where the Nature audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~800K | 1.42× | |
| 02 | Upper Austria | ~400K | 1.08× | |
| 03 | Tyrol | ~200K | 1.08× | |
| 04 | Lower Austria | ~400K | 1.07× | |
| 05 | Salzburg | ~200K | 1.06× | |
| 06 | Burgenland | ~70K | 0.93× | |
| 07 | Carinthia (state) | ~100K | 0.90× | |
| 08 | Styria | ~300K | 0.89× | |
| 09 | Vorarlberg | ~90K | 0.89× |
The strongest cross-interests of the Nature audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vacations | Travel & Leisure | 1.73× | ||
| 02 | Hotels | Travel & Leisure | 1.59× | ||
| 03 | Agriculture | Business & Career | 1.58× | ||
| 04 | Do it yourself (DIY) | Home & Garden | 1.57× | ||
| 05 | Dogs | Pets & Animals | 1.57× | ||
| 06 | Swimming | Sports | 1.57× | ||
| 07 | Adventure travel | Travel & Leisure | 1.57× | ||
| 08 | Birds | Pets & Animals | 1.57× | ||
| 09 | Beauty | Beauty & Wellness | 1.56× | ||
| 10 | Beaches | Travel & Leisure | 1.55× | ||
| 11 | Crafts | Home & Garden | 1.53× | ||
| 12 | Spas | Beauty & Wellness | 1.53× | ||
| 13 | Organic food | Food & Beverages | 1.52× | ||
| 14 | Self-knowledge (psychology) | Health | 1.52× | ||
| 15 | Cats | Pets & Animals | 1.51× | ||
| 16 | Health care | Business & Career | 1.51× | ||
| 17 | Yoga | Sports | 1.51× | ||
| 18 | Baking | Food & Beverages | 1.51× | ||
| 19 | Nursing | Business & Career | 1.51× | ||
| 20 | Charity and causes | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.28× | |
| Urban Lifestyle | OPEN | 1.25× | |
| Mindfulness | BALANCE | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.47× | |
| Social Media Usage | JOY | 0.73× | |
| Luxury Orientation | PREMIUM | 0.74× |
Nature has an estimated audience of 2,889,371 people in Austria, concentrated in Vienna and Lower Austria.
56.2% of Nature fans are female, 43.8% are male, with an average age of 43.2 years.
Nature fans show strongest brand affinity for Beauty (1.56×), Hotels (1.59×), and Do it yourself (DIY) (1.57×) over the country average.
Nature fans in Austria are most concentrated in Vienna (reach ~800K), Lower Austria (reach ~400K), and Upper Austria (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Nature itself, the audience over-indexes on Hotels (1.59×), Do it yourself (DIY) (1.57×), Vacations (1.73×), and Crafts (1.53×) 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 Nature. 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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