A data profile of the people who buy, follow and care about Primark in Austria — modelled from more than twelve digital signal sources. Primark has an estimated audience of 1,160,458 people in Austria.
The average Primark fan in Austria is 35.8 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Styria.
Top brand affinities include Müller (German trade company), Bipa, IKEA, with strongest over-indexing on Müller (German trade company) (2.78× the country average).
Demographically, the Primark audience skews more female with an average age of 35.8, and over-indexes on personality traits such as Patriotism, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Primark fan in Austria is more female, around 35.8 years old, with strong Patriotism tendencies and a notable affinity for Müller (German trade company).
The key figures that characterise the Primark profile in Austria.
76.0% are female, 24.0% are male, average age 35.8.
| Metric | Value |
|---|---|
| Female | 76.0% |
| Male | 24.0% |
| Average age | 35.8 |
| Estimated audience size | 1,160,458 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 27% | |
| 30-39 | 20% | |
| 40-49 | 18% | |
| 50+ | 12% |
Where the Primark audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~400K | 1.70× | |
| 02 | Tyrol | ~100K | 1.38× | |
| 03 | Lower Austria | ~200K | 1.23× | |
| 04 | Styria | ~100K | 0.94× | |
| 05 | Burgenland | ~30K | 0.90× | |
| 06 | Salzburg | ~70K | 0.86× | |
| 07 | Upper Austria | ~100K | 0.85× | |
| 08 | Carinthia (state) | ~40K | 0.64× | |
| 09 | Vorarlberg | ~20K | 0.56× |
The strongest cross-interests of the Primark audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gute Zeiten, schlechte Zeiten | Movies & TV | 3.03× | ||
| 02 | Deichmann | Shopping | 2.94× | ||
| 03 | Müller (German trade company) | Shopping | 2.78× | ||
| 04 | C&A | Shopping | 2.69× | ||
| 05 | Zara | Shopping | 2.60× | ||
| 06 | TK Maxx | Shopping | 2.47× | ||
| 07 | Bipa | Shopping | 2.33× | ||
| 08 | H&M | Shopping | 2.29× | ||
| 09 | Skin care | Beauty & Wellness | 2.17× | ||
| 10 | Personal care | Health | 2.13× | ||
| 11 | Hair products | Beauty & Wellness | 2.02× | ||
| 12 | Child | Kids & Family | 1.93× | ||
| 13 | Parenting | Kids & Family | 1.84× | ||
| 14 | IKEA | Home & Garden | 1.78× | ||
| 15 | Shoes | Fashion & Accessoires | 1.75× | ||
| 16 | Beauty salons | Beauty & Wellness | 1.73× | ||
| 17 | TV | Movies & TV | 1.62× | ||
| 18 | Müller (company) | Food & Beverages | 1.53× | ||
| 19 | Beauty | Beauty & Wellness | 1.52× | ||
| 20 | Jewelry | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.32× | |
| Luxury Orientation | PREMIUM | 1.51× | |
| Healthy Lifestyle | BALANCE | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.74× | |
| Design Affinity | PREMIUM | 0.74× | |
| Social Media Usage | JOY | 0.84× |
Primark's target market in Austria covers an estimated 1,160,458 people, concentrated in Vienna and Lower Austria.
76.0% of the Primark audience are female, 24.0% are male, with an average age of 35.8 years.
Primark fans show strongest brand affinity for Müller (German trade company) (2.78×), Bipa (2.33×), and IKEA (1.78×) over the country average.
Primark fans in Austria are most concentrated in Vienna (reach ~400K), Lower Austria (reach ~200K), and Styria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Primark itself, the audience over-indexes on Bipa (2.33×), IKEA (1.78×), Deichmann (2.94×), and H&M (2.29×) 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 Primark. 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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