A data profile of the people who buy, follow and care about TK Maxx in Austria — modelled from more than twelve digital signal sources. TK Maxx has an estimated audience of 1,438,760 people in Austria.
The average TK Maxx fan in Austria is 39.0 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Müller (company), IKEA, Spar (retailer), with strongest over-indexing on Müller (company) (2.69× the country average).
Demographically, the TK Maxx audience skews balanced with an average age of 39.0, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical TK Maxx fan in Austria is balanced, around 39.0 years old, with strong Luxury Orientation tendencies and a notable affinity for Müller (company).
The key figures that characterise the TK Maxx profile in Austria.
52.3% are female, 47.7% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 39.0 |
| Estimated audience size | 1,438,760 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 26% | |
| 30-39 | 29% | |
| 40-49 | 32% | |
| 50+ | 5% |
of the worldwide TK Maxx audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 38.4% |
| United Kingdom | 32.9% |
| Australia | 4.8% |
Where the TK Maxx audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~80K | 2.29× | |
| 02 | Vienna | ~500K | 1.65× | |
| 03 | Vorarlberg | ~60K | 1.18× | |
| 04 | Lower Austria | ~200K | 0.97× | |
| 05 | Tyrol | ~80K | 0.76× | |
| 06 | Carinthia (state) | ~50K | 0.73× | |
| 07 | Styria | ~100K | 0.56× | |
| 08 | Upper Austria | ~100K | 0.55× | |
| 09 | Salzburg | ~30K | 0.32× |
The strongest cross-interests of the TK Maxx audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Street One | Fashion & Accessoires | 5.53× | ||
| 02 | Ernsting's family | Shopping | 3.95× | ||
| 03 | Deichmann | Shopping | 3.30× | ||
| 04 | Humanic | Fashion & Accessoires | 3.11× | ||
| 05 | C&A | Shopping | 3.10× | ||
| 06 | Tchibo | Shopping | 3.00× | ||
| 07 | Children's clothing | Fashion & Accessoires | 2.70× | ||
| 08 | Müller (company) | Food & Beverages | 2.69× | ||
| 09 | Bipa | Shopping | 2.47× | ||
| 10 | IKEA | Home & Garden | 2.16× | ||
| 11 | Bed | Home & Garden | 2.14× | ||
| 12 | H&M | Shopping | 1.97× | ||
| 13 | Europe | Travel & Leisure | 1.95× | ||
| 14 | Shop Apotheke | Shopping | 1.86× | ||
| 15 | Lidl | Shopping | 1.64× | ||
| 16 | Beverages | Food & Beverages | 1.57× | ||
| 17 | Spar (retailer) | Shopping | 1.55× | ||
| 18 | Discount stores | Shopping | 1.55× | ||
| 19 | Shoes | Fashion & Accessoires | 1.55× | ||
| 20 | Obi (store) | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.01× | |
| Early Adopter Mentality | POWER | 1.21× | |
| Healthy Lifestyle | BALANCE | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.40× | |
| Travelling | THRILL | 0.92× | |
| Patriotism | CONSERVATISM | 0.95× |
TK Maxx's target market in Austria covers an estimated 1,438,760 people, concentrated in Vienna and Lower Austria.
52.3% of the TK Maxx audience are female, 47.7% are male, with an average age of 39.0 years.
TK Maxx fans show strongest brand affinity for Müller (company) (2.69×), IKEA (2.16×), and Spar (retailer) (1.55×) over the country average.
TK Maxx fans in Austria are most concentrated in Vienna (reach ~500K), Lower Austria (reach ~200K), and Upper Austria (reach ~100K). These three regions account for the largest share of the active audience.
Beyond TK Maxx itself, the audience over-indexes on IKEA (2.16×), Spar (retailer) (1.55×), Bipa (2.47×), and Deichmann (3.3×) 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 TK Maxx. 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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