A data profile of the people who buy, follow and care about Popular culture in Austria — modelled from more than twelve digital signal sources. Popular culture has an estimated audience of 1,220,859 people in Austria.
The average Popular culture fan in Austria is 38.9 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Billa (supermarket), Austrian Airlines, Hornbach, with strongest over-indexing on Billa (supermarket) (1.58× the country average).
Demographically, the Popular culture audience skews balanced with an average age of 38.9, and over-indexes on personality traits such as Urban Lifestyle, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Popular culture fan in Austria is balanced, around 38.9 years old, with strong Urban Lifestyle tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Popular culture profile in Austria.
50.6% are female, 49.4% are male, average age 38.9.
| Metric | Value |
|---|---|
| Female | 50.6% |
| Male | 49.4% |
| Average age | 38.9 |
| Estimated audience size | 1,220,859 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 23% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 18% |
of the worldwide Popular culture audience comes from Austria.
| Country | Share |
|---|---|
| United States | 23.2% |
| China | 7.1% |
| India | 5.6% |
Where the Popular culture audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~30K | 1.11× | |
| 02 | Vorarlberg | ~50K | 1.05× | |
| 03 | Carinthia (state) | ~60K | 1.03× | |
| 04 | Salzburg | ~80K | 0.99× | |
| 05 | Tyrol | ~80K | 0.97× | |
| 06 | Vienna | ~200K | 0.96× | |
| 07 | Lower Austria | ~200K | 0.94× | |
| 08 | Upper Austria | ~100K | 0.94× | |
| 09 | Styria | ~100K | 0.92× |
The strongest cross-interests of the Popular culture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Street art | Arts & Culture | 3.23× | ||
| 02 | Job interview | Business & Career | 2.28× | ||
| 03 | Transfermarkt | Sports | 1.99× | ||
| 04 | Cineplexx Cinemas | Movies & TV | 1.97× | ||
| 05 | Viral video | Internet & Social Media | 1.96× | ||
| 06 | Charity and causes | Business & Career | 1.84× | ||
| 07 | Wikipedia | Internet & Social Media | 1.82× | ||
| 08 | Austrian Airlines | Travel & Leisure | 1.81× | ||
| 09 | University | Business & Career | 1.74× | ||
| 10 | Electronics | Technology & Electronics | 1.69× | ||
| 11 | Felix Baumgartner | Sports | 1.69× | ||
| 12 | Instant messaging | Internet & Social Media | 1.68× | ||
| 13 | Hornbach | Shopping | 1.67× | ||
| 14 | Blues music | Music & Radio | 1.67× | ||
| 15 | Festival | Music & Radio | 1.67× | ||
| 16 | Mobile phones | Technology & Electronics | 1.59× | ||
| 17 | Billa (supermarket) | Shopping | 1.58× | ||
| 18 | Electronic funds transfer | Business & Career | 1.56× | ||
| 19 | Education | Business & Career | 1.50× | ||
| 20 | Tattoos | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.43× | |
| Pet Ownership | JOY | 1.41× | |
| Community Orientation | OPEN | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.81× | |
| Family Orientation | CONSERVATISM | 0.86× | |
| Sustainability | BALANCE | 0.88× |
Popular culture has an estimated audience of 1,220,859 people in Austria, concentrated in Vienna and Lower Austria.
50.6% of Popular culture fans are female, 49.4% are male, with an average age of 38.9 years.
Popular culture fans show strongest brand affinity for Billa (supermarket) (1.58×), Austrian Airlines (1.81×), and Hornbach (1.67×) over the country average.
Popular culture fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~200K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Popular culture itself, the audience over-indexes on Austrian Airlines (1.81×), Hornbach (1.67×), Mobile phones (1.59×), and Education (1.5×) 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 Popular culture. 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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