A data profile of the people who buy, follow and care about Smyths Toys in Austria — modelled from more than twelve digital signal sources. Smyths Toys has an estimated audience of 1,544,988 people in Austria.
The average Smyths Toys fan in Austria is 40.1 years old, more female, and lives primarily in Lower Austria.
The audience is concentrated in Lower Austria, Vienna, Styria.
Top brand affinities include Billa (supermarket), Lego, Child safety seat, with strongest over-indexing on Billa (supermarket) (1.74× the country average).
Demographically, the Smyths Toys audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Smyths Toys fan in Austria is more female, around 40.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Billa (supermarket).
The key figures that characterise the Smyths Toys profile in Austria.
68.1% are female, 31.9% are male, average age 40.1.
| Metric | Value |
|---|---|
| Female | 68.1% |
| Male | 31.9% |
| Average age | 40.1 |
| Estimated audience size | 1,544,988 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 25% | |
| 30-39 | 24% | |
| 40-49 | 21% | |
| 50+ | 19% |
Where the Smyths Toys audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Carinthia (state) | ~100K | 1.36× | |
| 02 | Burgenland | ~40K | 1.14× | |
| 03 | Lower Austria | ~200K | 1.12× | |
| 04 | Tyrol | ~100K | 1.09× | |
| 05 | Styria | ~200K | 0.97× | |
| 06 | Vorarlberg | ~50K | 0.95× | |
| 07 | Upper Austria | ~200K | 0.90× | |
| 08 | Vienna | ~200K | 0.79× | |
| 09 | Salzburg | ~70K | 0.68× |
The strongest cross-interests of the Smyths Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Play-Doh | Kids & Family | 11.59× | ||
| 02 | Powdered milk | Kids & Family | 9.74× | ||
| 03 | Child safety seat | Kids & Family | 7.27× | ||
| 04 | Romper suit | Fashion & Accessoires | 6.73× | ||
| 05 | Playmobil | Kids & Family | 5.45× | ||
| 06 | Lego | Kids & Family | 5.19× | ||
| 07 | PAW Patrol | Movies & TV | 4.57× | ||
| 08 | Legoland | Travel & Leisure | 4.49× | ||
| 09 | Baby transport | Kids & Family | 4.41× | ||
| 10 | Toys | Games | 3.23× | ||
| 11 | Board games | Games | 2.97× | ||
| 12 | Child care | Kids & Family | 2.62× | ||
| 13 | Milk | Food & Beverages | 2.32× | ||
| 14 | Deichmann | Shopping | 2.06× | ||
| 15 | Children's clothing | Fashion & Accessoires | 1.95× | ||
| 16 | Cineplexx Cinemas | Movies & TV | 1.89× | ||
| 17 | Billa (supermarket) | Shopping | 1.74× | ||
| 18 | IKEA | Home & Garden | 1.68× | ||
| 19 | Hornbach | Shopping | 1.67× | ||
| 20 | TK Maxx | Shopping | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.50× | |
| Community Orientation | OPEN | 1.46× | |
| Family Orientation | CONSERVATISM | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.88× | |
| Patriotism | CONSERVATISM | 0.95× | |
| Urban Lifestyle | OPEN | 0.97× |
Smyths Toys's target market in Austria covers an estimated 1,544,988 people, concentrated in Lower Austria and Vienna.
68.1% of the Smyths Toys audience are female, 31.9% are male, with an average age of 40.1 years.
Smyths Toys fans show strongest brand affinity for Billa (supermarket) (1.74×), Lego (5.19×), and Child safety seat (7.27×) over the country average.
Smyths Toys fans in Austria are most concentrated in Lower Austria (reach ~200K), Vienna (reach ~200K), and Styria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Smyths Toys itself, the audience over-indexes on Lego (5.19×), Child safety seat (7.27×), Powdered milk (9.74×), and Toys (3.23×) 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 Smyths Toys. 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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