A data profile of the people who buy, follow and care about Obi (store) in Austria — modelled from more than twelve digital signal sources. Obi (store) has an estimated audience of 3,895,290 people in Austria.
The average Obi (store) fan in Austria is 44.8 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Bild, Billa (supermarket), with strongest over-indexing on Spar (retailer) (1.75× the country average).
Demographically, the Obi (store) audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Urban Lifestyle, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Obi (store) fan in Austria is balanced, around 44.8 years old, with strong Urban Lifestyle tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the Obi (store) profile in Austria.
51.0% are female, 49.0% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 51.0% |
| Male | 49.0% |
| Average age | 44.8 |
| Estimated audience size | 3,895,290 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 31% |
Where the Obi (store) audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~100K | 1.38× | |
| 02 | Lower Austria | ~700K | 1.33× | |
| 03 | Vienna | ~900K | 1.12× | |
| 04 | Carinthia (state) | ~200K | 1.06× | |
| 05 | Upper Austria | ~500K | 1.04× | |
| 06 | Styria | ~500K | 1.04× | |
| 07 | Tyrol | ~200K | 0.77× | |
| 08 | Vorarlberg | ~90K | 0.69× | |
| 09 | Salzburg | ~100K | 0.57× |
The strongest cross-interests of the Obi (store) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home-improvement center | Home & Garden | 4.42× | ||
| 02 | Spar (retailer) | Shopping | 1.75× | ||
| 03 | IKEA | Home & Garden | 1.75× | ||
| 04 | Deichmann | Shopping | 1.70× | ||
| 05 | AutoScout24 | Cars & Mobility | 1.69× | ||
| 06 | Müller (company) | Food & Beverages | 1.66× | ||
| 07 | Hornbach | Shopping | 1.65× | ||
| 08 | Lidl | Shopping | 1.64× | ||
| 09 | Intersport | Shopping | 1.64× | ||
| 10 | Garden | Home & Garden | 1.62× | ||
| 11 | Plant | Home & Garden | 1.60× | ||
| 12 | Gardening | Home & Garden | 1.60× | ||
| 13 | Dorotheum | Business & Career | 1.58× | ||
| 14 | Home improvement | Home & Garden | 1.56× | ||
| 15 | Bipa | Shopping | 1.55× | ||
| 16 | Bild | News | 1.53× | ||
| 17 | Billa (supermarket) | Shopping | 1.53× | ||
| 18 | Barbecue | Food & Beverages | 1.52× | ||
| 19 | Wellness (alternative medicine) | Health | 1.52× | ||
| 20 | Hungary | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.18× | |
| Mindfulness | BALANCE | 1.06× | |
| Early Adopter Mentality | POWER | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.55× | |
| Travelling | THRILL | 0.68× | |
| Luxury Orientation | PREMIUM | 0.68× |
Obi (store)'s target market in Austria covers an estimated 3,895,290 people, concentrated in Vienna and Lower Austria.
51.0% of the Obi (store) audience are female, 49.0% are male, with an average age of 44.8 years.
Obi (store) fans show strongest brand affinity for Spar (retailer) (1.75×), Bild (1.53×), and Billa (supermarket) (1.53×) over the country average.
Obi (store) fans in Austria are most concentrated in Vienna (reach ~900K), Lower Austria (reach ~700K), and Upper Austria (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Obi (store) itself, the audience over-indexes on Bild (1.53×), Billa (supermarket) (1.53×), IKEA (1.75×), and Home-improvement center (4.42×) 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 Obi (store). 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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