A data profile of the people who buy, follow and care about Shopping and fashion in Austria — modelled from more than twelve digital signal sources. Shopping and fashion has an estimated audience of 4,085,192 people in Austria.
The average Shopping and fashion fan in Austria is 38.3 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna.
Top brand affinities include Gestört aber GeiL, ModaMerve, with strongest over-indexing on Gestört aber GeiL (1.61× the country average).
Demographically, the Shopping and fashion audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Healthy Lifestyle, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 1 regions tracked by Rascasse.
The typical Shopping and fashion fan in Austria is balanced, around 38.3 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Gestört aber GeiL.
The key figures that characterise the Shopping and fashion profile in Austria.
53.8% are female, 46.2% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 53.8% |
| Male | 46.2% |
| Average age | 38.3 |
| Estimated audience size | 4,085,192 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 20% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 18% |
of the worldwide Shopping and fashion audience comes from Austria.
| Country | Share |
|---|---|
| United States | 21.2% |
| Japan | 8.9% |
| India | 4.7% |
Where the Shopping and fashion audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~800K | 1.00× |
The strongest cross-interests of the Shopping and fashion audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gestört aber GeiL | Music & Radio | 1.61× | ||
| 02 | ModaMerve | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.01× | |
| Mindfulness | BALANCE | 0.88× | |
| Early Adopter Mentality | POWER | 0.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.69× | |
| Patriotism | CONSERVATISM | 0.70× | |
| Luxury Orientation | PREMIUM | 0.76× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Shopping and fashion. 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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