A data profile of the people who buy, follow and care about OMV in Austria — modelled from more than twelve digital signal sources. OMV has an estimated audience of 2,458,164 people in Austria.
The average OMV fan in Austria is 42.1 years old, more male, and lives primarily in Lower Austria.
The audience is concentrated in Lower Austria, Vienna, Upper Austria.
Top brand affinities include Nonprofit organization, Lidl, Cooking, with strongest over-indexing on Nonprofit organization (5.17× the country average).
Demographically, the OMV audience skews more male with an average age of 42.1, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical OMV fan in Austria is more male, around 42.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Nonprofit organization.
The key figures that characterise the OMV profile in Austria.
44.5% are female, 55.5% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 42.1 |
| Estimated audience size | 2,458,164 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 26% |
of the worldwide OMV audience comes from Austria.
| Country | Share |
|---|---|
| Austria | 53.4% |
| Germany | 8.6% |
| United States | 2.6% |
Where the OMV audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~100K | 1.59× | |
| 02 | Lower Austria | ~500K | 1.46× | |
| 03 | Tyrol | ~200K | 1.13× | |
| 04 | Carinthia (state) | ~100K | 1.01× | |
| 05 | Vorarlberg | ~90K | 1.00× | |
| 06 | Salzburg | ~100K | 0.88× | |
| 07 | Upper Austria | ~200K | 0.76× | |
| 08 | Vienna | ~300K | 0.59× | |
| 09 | Styria | ~200K | 0.57× |
The strongest cross-interests of the OMV audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nonprofit organization | Politics & Society | 5.17× | ||
| 02 | Garden centre | Home & Garden | 3.20× | ||
| 03 | Sustainable energy | Home & Garden | 2.47× | ||
| 04 | Renewable energy | Business & Career | 2.04× | ||
| 05 | Energy | Home & Garden | 2.01× | ||
| 06 | Burger King | Food & Beverages | 1.98× | ||
| 07 | Solar energy | Home & Garden | 1.98× | ||
| 08 | EBay | Shopping | 1.90× | ||
| 09 | Lidl | Shopping | 1.87× | ||
| 10 | Innovation | Business & Career | 1.77× | ||
| 11 | Škoda Auto | Cars & Mobility | 1.76× | ||
| 12 | Home Appliances | Home & Garden | 1.69× | ||
| 13 | Coffee | Food & Beverages | 1.68× | ||
| 14 | Grilling | Food & Beverages | 1.66× | ||
| 15 | Home improvement | Home & Garden | 1.65× | ||
| 16 | Cooking | Food & Beverages | 1.61× | ||
| 17 | Fast food | Food & Beverages | 1.58× | ||
| 18 | Ryanair | Travel & Leisure | 1.57× | ||
| 19 | Action movies | Movies & TV | 1.51× | ||
| 20 | Coupons | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 2.29× | |
| Quality Awareness | PREMIUM | 1.69× | |
| Need for Security | CONSERVATISM | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.56× | |
| Luxury Orientation | PREMIUM | 0.56× | |
| Price Sensitivity | PREMIUM | 0.74× |
OMV's target market in Austria covers an estimated 2,458,164 people, concentrated in Lower Austria and Vienna.
44.5% of the OMV audience are female, 55.5% are male, with an average age of 42.1 years.
OMV fans show strongest brand affinity for Nonprofit organization (5.17×), Lidl (1.87×), and Cooking (1.61×) over the country average.
OMV fans in Austria are most concentrated in Lower Austria (reach ~500K), Vienna (reach ~300K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond OMV itself, the audience over-indexes on Lidl (1.87×), Cooking (1.61×), EBay (1.9×), and Home improvement (1.65×) 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 OMV. 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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