A data profile of the people who buy, follow and care about Salzburg (state) in Austria — modelled from more than twelve digital signal sources. Salzburg (state) has an estimated audience of 881,104 people in Austria.
The average Salzburg (state) fan in Austria is 44.3 years old, more female, and lives primarily in Salzburg.
The audience is concentrated in Salzburg, Upper Austria, Vienna.
Top brand affinities include Kronen Zeitung, Austrian Airlines, Hornbach, with strongest over-indexing on Kronen Zeitung (1.88× the country average).
Demographically, the Salzburg (state) audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Early Adopter Mentality, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Salzburg (state) fan in Austria is more female, around 44.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Kronen Zeitung.
The key figures that characterise the Salzburg (state) profile in Austria.
55.2% are female, 44.8% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 55.2% |
| Male | 44.8% |
| Average age | 44.3 |
| Estimated audience size | 881,104 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 31% |
Where the Salzburg (state) audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Salzburg | ~400K | 6.20× | |
| 02 | Upper Austria | ~80K | 0.68× | |
| 03 | Tyrol | ~30K | 0.45× | |
| 04 | Vienna | ~60K | 0.36× | |
| 05 | Styria | ~40K | 0.35× | |
| 06 | Carinthia (state) | ~20K | 0.33× | |
| 07 | Lower Austria | ~30K | 0.27× | |
| 08 | Vorarlberg | ~8K | 0.25× | |
| 09 | Burgenland | ~5K | 0.24× |
The strongest cross-interests of the Salzburg (state) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lodging | Travel & Leisure | 2.49× | ||
| 02 | Marcel Hirscher | Sports | 2.48× | ||
| 03 | Lindsey Vonn | Sports | 2.41× | ||
| 04 | Mikaela Shiffrin | Sports | 2.40× | ||
| 05 | Transfermarkt | Sports | 2.36× | ||
| 06 | Felix Baumgartner | Sports | 2.16× | ||
| 07 | Hornbach | Shopping | 1.92× | ||
| 08 | Kronen Zeitung | News | 1.88× | ||
| 09 | Cineplexx Cinemas | Movies & TV | 1.88× | ||
| 10 | Austrian Airlines | Travel & Leisure | 1.83× | ||
| 11 | FC Red Bull Salzburg | Sports | 1.79× | ||
| 12 | Hobby | Home & Garden | 1.69× | ||
| 13 | Wikipedia | Internet & Social Media | 1.67× | ||
| 14 | Czech Republic | Travel & Leisure | 1.66× | ||
| 15 | Vacations | Travel & Leisure | 1.64× | ||
| 16 | Politics | Politics & Society | 1.62× | ||
| 17 | Spas | Beauty & Wellness | 1.60× | ||
| 18 | Internet & Social Media | 1.59× | |||
| 19 | Intersport | Shopping | 1.58× | ||
| 20 | Hungary | Travel & Leisure | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.66× | |
| Community Orientation | OPEN | 1.54× | |
| Tradition | CONSERVATISM | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.74× | |
| Sustainability | BALANCE | 0.77× | |
| Quality Awareness | PREMIUM | 0.82× |
Salzburg (state) has an estimated audience of 881,104 people in Austria, concentrated in Salzburg and Upper Austria.
55.2% of Salzburg (state) fans are female, 44.8% are male, with an average age of 44.3 years.
Salzburg (state) fans show strongest brand affinity for Kronen Zeitung (1.88×), Austrian Airlines (1.83×), and Hornbach (1.92×) over the country average.
Salzburg (state) fans in Austria are most concentrated in Salzburg (reach ~400K), Upper Austria (reach ~80K), and Vienna (reach ~60K). These three regions account for the largest share of the active audience.
Beyond Salzburg (state) itself, the audience over-indexes on Austrian Airlines (1.83×), Hornbach (1.92×), Lindsey Vonn (2.41×), and Lodging (2.49×) 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 (state). 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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