A data profile of the people who buy, follow and care about Salzburg in Austria — modelled from more than twelve digital signal sources. Salzburg has an estimated audience of 1,782,191 people in Austria.
The average Salzburg fan in Austria is 43.2 years old, balanced, and lives primarily in Salzburg.
The audience is concentrated in Salzburg, Upper Austria, Vienna.
Top brand affinities include Kronen Zeitung, Billa (supermarket), Bwin, with strongest over-indexing on Kronen Zeitung (1.94× the country average).
Demographically, the Salzburg audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Convenience Orientation, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Salzburg fan in Austria is balanced, around 43.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Kronen Zeitung.
The key figures that characterise the Salzburg profile in Austria.
52.6% are female, 47.4% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 43.2 |
| Estimated audience size | 1,782,191 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 28% |
Where the Salzburg audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~500K | 6.20× | |
| 02 | Upper Austria | ~200K | 0.68× | |
| 03 | Tyrol | ~50K | 0.45× | |
| 04 | Vienna | ~100K | 0.36× | |
| 05 | Styria | ~80K | 0.35× | |
| 06 | Carinthia (state) | ~30K | 0.33× | |
| 07 | Lower Austria | ~70K | 0.27× | |
| 08 | Vorarlberg | ~20K | 0.25× | |
| 09 | Burgenland | ~10K | 0.24× |
The strongest cross-interests of the Salzburg audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | FIS Alpine Ski World Cup | Sports | 2.37× | ||
| 02 | David Alaba | Sports | 2.37× | ||
| 03 | Marcel Hirscher | Sports | 2.18× | ||
| 04 | Felix Baumgartner | Sports | 2.06× | ||
| 05 | Lindsey Vonn | Sports | 2.03× | ||
| 06 | Kronen Zeitung | News | 1.94× | ||
| 07 | Bwin | Games | 1.93× | ||
| 08 | Lodging | Travel & Leisure | 1.89× | ||
| 09 | Distilled beverage | Food & Beverages | 1.75× | ||
| 10 | Internet & Social Media | 1.74× | |||
| 11 | Schlager music | Music & Radio | 1.72× | ||
| 12 | Politics | Politics & Society | 1.71× | ||
| 13 | Blues music | Music & Radio | 1.68× | ||
| 14 | Hobby | Home & Garden | 1.62× | ||
| 15 | Hungary | Travel & Leisure | 1.60× | ||
| 16 | Desserts | Food & Beverages | 1.57× | ||
| 17 | Czech Republic | Travel & Leisure | 1.56× | ||
| 18 | Toys | Games | 1.56× | ||
| 19 | Billa (supermarket) | Shopping | 1.53× | ||
| 20 | Vacations | Travel & Leisure | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.29× | |
| Spirituality | BALANCE | 1.20× | |
| Career Orientation | POWER | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.89× | |
| Urban Lifestyle | OPEN | 0.89× | |
| Luxury Orientation | PREMIUM | 0.91× |
Salzburg has an estimated audience of 1,782,191 people in Austria, concentrated in Salzburg and Upper Austria.
52.6% of Salzburg fans are female, 47.4% are male, with an average age of 43.2 years.
Salzburg fans show strongest brand affinity for Kronen Zeitung (1.94×), Billa (supermarket) (1.53×), and Bwin (1.93×) over the country average.
Salzburg fans in Austria are most concentrated in Salzburg (reach ~500K), Upper Austria (reach ~200K), and Vienna (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Salzburg itself, the audience over-indexes on Billa (supermarket) (1.53×), Bwin (1.93×), WhatsApp (1.74×), and FIS Alpine Ski World Cup (2.37×) 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 Salzburg. 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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