A data profile of the people who buy, follow and care about Parenting in Austria — modelled from more than twelve digital signal sources. Parenting has an estimated audience of 1,453,446 people in Austria.
The average Parenting fan in Austria is 41.4 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Billa (supermarket), IKEA, Austrian Airlines, with strongest over-indexing on Billa (supermarket) (1.51× the country average).
Demographically, the Parenting audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Community Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Parenting fan in Austria is more female, around 41.4 years old, with strong Community Orientation tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Parenting profile in Austria.
67.0% are female, 33.0% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 67.0% |
| Male | 33.0% |
| Average age | 41.4 |
| Estimated audience size | 1,453,446 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 22% | |
| 30-39 | 25% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Parenting audience comes from Austria.
| Country | Share |
|---|---|
| United States | 19.5% |
| Japan | 6.8% |
| United Kingdom | 5.0% |
Where the Parenting audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~40K | 1.09× | |
| 02 | Carinthia (state) | ~80K | 1.03× | |
| 03 | Vorarlberg | ~50K | 1.03× | |
| 04 | Salzburg | ~90K | 0.98× | |
| 05 | Upper Austria | ~200K | 0.97× | |
| 06 | Tyrol | ~100K | 0.97× | |
| 07 | Lower Austria | ~200K | 0.95× | |
| 08 | Styria | ~200K | 0.93× | |
| 09 | Vienna | ~300K | 0.92× |
The strongest cross-interests of the Parenting audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Child safety seat | Kids & Family | 3.55× | ||
| 02 | Pampers | Kids & Family | 3.34× | ||
| 03 | Child care | Kids & Family | 3.02× | ||
| 04 | Children's clothing | Fashion & Accessoires | 2.00× | ||
| 05 | Primark | Shopping | 1.84× | ||
| 06 | TK Maxx | Shopping | 1.79× | ||
| 07 | Desserts | Food & Beverages | 1.79× | ||
| 08 | Hornbach | Shopping | 1.77× | ||
| 09 | Austrian Airlines | Travel & Leisure | 1.71× | ||
| 10 | Deichmann | Shopping | 1.69× | ||
| 11 | Happiness | Health | 1.69× | ||
| 12 | Hairstyle | Beauty & Wellness | 1.69× | ||
| 13 | Renovation | Home & Garden | 1.68× | ||
| 14 | IKEA | Home & Garden | 1.65× | ||
| 15 | Quality of life | Health | 1.62× | ||
| 16 | Vacations | Travel & Leisure | 1.60× | ||
| 17 | Do it yourself (DIY) | Home & Garden | 1.58× | ||
| 18 | Spas | Beauty & Wellness | 1.53× | ||
| 19 | Hungary | Travel & Leisure | 1.53× | ||
| 20 | Billa (supermarket) | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.59× | |
| Family Orientation | CONSERVATISM | 1.55× | |
| Price Sensitivity | PREMIUM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.82× | |
| Spirituality | BALANCE | 0.92× | |
| Need for Security | CONSERVATISM | 0.92× |
Parenting has an estimated audience of 1,453,446 people in Austria, concentrated in Vienna and Lower Austria.
67.0% of Parenting fans are female, 33.0% are male, with an average age of 41.4 years.
Parenting fans show strongest brand affinity for Billa (supermarket) (1.51×), IKEA (1.65×), and Austrian Airlines (1.71×) over the country average.
Parenting fans in Austria are most concentrated in Vienna (reach ~300K), Lower Austria (reach ~200K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Parenting itself, the audience over-indexes on IKEA (1.65×), Austrian Airlines (1.71×), Hornbach (1.77×), and Child care (3.02×) 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 Parenting. 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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