A data profile of the people who buy, follow and care about Sportswear (activewear) in Austria — modelled from more than twelve digital signal sources. Sportswear (activewear) has an estimated audience of 966,247 people in Austria.
The average Sportswear (activewear) fan in Austria is 38.3 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Hervis, IKEA, Google, with strongest over-indexing on Hervis (3.74× the country average).
Demographically, the Sportswear (activewear) audience skews more female with an average age of 38.3, 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 Sportswear (activewear) fan in Austria is more female, around 38.3 years old, with strong Urban Lifestyle tendencies and a notable affinity for Hervis.
The key figures that characterise the Sportswear (activewear) profile in Austria.
55.5% are female, 44.5% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 38.3 |
| Estimated audience size | 966,247 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide Sportswear (activewear) audience comes from Austria.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 6.1% |
| Japan | 6.1% |
Where the Sportswear (activewear) audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Upper Austria | ~100K | 1.03× | |
| 02 | Vienna | ~200K | 1.02× | |
| 03 | Salzburg | ~70K | 1.02× | |
| 04 | Lower Austria | ~100K | 1.00× | |
| 05 | Styria | ~100K | 1.00× | |
| 06 | Burgenland | 0.00× | ||
| 07 | Carinthia (state) | 0.00× | ||
| 08 | Tyrol | 0.00× | ||
| 09 | Vorarlberg | 0.00× |
The strongest cross-interests of the Sportswear (activewear) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hervis | Sports | 3.74× | ||
| 02 | Intersport | Shopping | 2.27× | ||
| 03 | Men's clothing | Fashion & Accessoires | 2.05× | ||
| 04 | Fashion design | Business & Career | 1.97× | ||
| 05 | Footwear | Fashion & Accessoires | 1.93× | ||
| 06 | H&M | Shopping | 1.90× | ||
| 07 | Shoes | Fashion & Accessoires | 1.78× | ||
| 08 | Leisure | Travel & Leisure | 1.77× | ||
| 09 | Discount stores | Shopping | 1.68× | ||
| 10 | Bipa | Shopping | 1.67× | ||
| 11 | Germany | Travel & Leisure | 1.63× | ||
| 12 | Internet & Social Media | 1.59× | |||
| 13 | Hotels | Travel & Leisure | 1.59× | ||
| 14 | Software | Technology & Electronics | 1.59× | ||
| 15 | IKEA | Home & Garden | 1.57× | ||
| 16 | Austria | Travel & Leisure | 1.57× | ||
| 17 | Smartphones | Technology & Electronics | 1.55× | ||
| 18 | Internet & Social Media | 1.54× | |||
| 19 | Internet & Social Media | 1.50× | |||
| 20 | Politics and social issues | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.30× | |
| Mindfulness | BALANCE | 1.28× | |
| Price Sensitivity | PREMIUM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.52× | |
| Patriotism | CONSERVATISM | 0.64× | |
| Travelling | THRILL | 0.73× |
Sportswear (activewear) has an estimated audience of 966,247 people in Austria, concentrated in Vienna and Lower Austria.
55.5% of Sportswear (activewear) fans are female, 44.5% are male, with an average age of 38.3 years.
Sportswear (activewear) fans show strongest brand affinity for Hervis (3.74×), IKEA (1.57×), and Google (1.54×) over the country average.
Sportswear (activewear) fans in Austria are most concentrated in Vienna (reach ~200K), Lower Austria (reach ~100K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Sportswear (activewear) itself, the audience over-indexes on IKEA (1.57×), Google (1.54×), Facebook (1.59×), and Austria (1.57×) 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 Sportswear (activewear). 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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