A data profile of the people who buy, follow and care about Sauna in Austria — modelled from more than twelve digital signal sources. Sauna has an estimated audience of 1,078,331 people in Austria.
The average Sauna fan in Austria is 43.3 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Tyrol, Upper Austria.
Top brand affinities include Hot tub, Hotels, Patio, with strongest over-indexing on Hot tub (3.99× the country average).
Demographically, the Sauna audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Urban Lifestyle, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Sauna fan in Austria is more female, around 43.3 years old, with strong Urban Lifestyle tendencies and a notable affinity for Hot tub.
The key figures that characterise the Sauna profile in Austria.
59.9% are female, 40.1% are male, average age 43.3.
| Metric | Value |
|---|---|
| Female | 59.9% |
| Male | 40.1% |
| Average age | 43.3 |
| Estimated audience size | 1,078,331 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 27% |
of the worldwide Sauna audience comes from Austria.
| Country | Share |
|---|---|
| Japan | 24.5% |
| United States | 8.8% |
| Germany | 6.9% |
Where the Sauna audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tyrol | ~100K | 1.98× | |
| 02 | Salzburg | ~100K | 1.47× | |
| 03 | Vorarlberg | ~50K | 1.32× | |
| 04 | Carinthia (state) | ~50K | 0.94× | |
| 05 | Vienna | ~200K | 0.78× | |
| 06 | Upper Austria | ~100K | 0.76× | |
| 07 | Lower Austria | ~100K | 0.69× | |
| 08 | Burgenland | ~20K | 0.61× | |
| 09 | Styria | ~80K | 0.57× |
The strongest cross-interests of the Sauna audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jacuzzi | Home & Garden | 4.33× | ||
| 02 | Hot tub | Home & Garden | 3.99× | ||
| 03 | Patio | Home & Garden | 3.49× | ||
| 04 | Cottage | Travel & Leisure | 3.17× | ||
| 05 | Terrace (building) | Home & Garden | 2.96× | ||
| 06 | Balcony | Home & Garden | 2.84× | ||
| 07 | Holiday cottage | Travel & Leisure | 2.80× | ||
| 08 | Garden furniture | Home & Garden | 2.71× | ||
| 09 | Terraced house | Home & Garden | 2.62× | ||
| 10 | Massage | Health | 2.29× | ||
| 11 | Efficient energy use | Technology & Electronics | 2.17× | ||
| 12 | Swimming pool | Sports | 2.05× | ||
| 13 | Wellness (alternative medicine) | Health | 2.02× | ||
| 14 | Bathroom | Home & Garden | 1.97× | ||
| 15 | Resort | Travel & Leisure | 1.92× | ||
| 16 | Refrigerator | Home & Garden | 1.85× | ||
| 17 | Bed | Home & Garden | 1.74× | ||
| 18 | Spas | Beauty & Wellness | 1.66× | ||
| 19 | Hotels | Travel & Leisure | 1.64× | ||
| 20 | Shop Apotheke | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.83× | |
| Mindfulness | BALANCE | 1.80× | |
| Price Sensitivity | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.42× | |
| Healthy Lifestyle | BALANCE | 0.49× | |
| Design Affinity | PREMIUM | 0.66× |
Sauna has an estimated audience of 1,078,331 people in Austria, concentrated in Vienna and Tyrol.
59.9% of Sauna fans are female, 40.1% are male, with an average age of 43.3 years.
Sauna fans show strongest brand affinity for Hot tub (3.99×), Hotels (1.64×), and Patio (3.49×) over the country average.
Sauna fans in Austria are most concentrated in Vienna (reach ~200K), Tyrol (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Sauna itself, the audience over-indexes on Hotels (1.64×), Patio (3.49×), Jacuzzi (4.33×), and Resort (1.92×) 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 Sauna. 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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