A data profile of the people who buy, follow and care about Toys in Austria — modelled from more than twelve digital signal sources. Toys has an estimated audience of 1,366,529 people in Austria.
The average Toys fan in Austria is 41.9 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include Heute, Spar (retailer), Billa (supermarket), with strongest over-indexing on Heute (1.65× the country average).
Demographically, the Toys audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Sustainability, 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 Toys fan in Austria is more female, around 41.9 years old, with strong Sustainability tendencies and a notable affinity for Heute.
The key figures that characterise the Toys profile in Austria.
62.1% are female, 37.9% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 41.9 |
| Estimated audience size | 1,366,529 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 22% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 23% |
of the worldwide Toys audience comes from Austria.
| Country | Share |
|---|---|
| United States | 19.9% |
| United Kingdom | 4.8% |
| Brazil | 4.2% |
Where the Toys audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~400K | 1.37× | |
| 02 | Salzburg | ~100K | 1.12× | |
| 03 | Upper Austria | ~200K | 1.04× | |
| 04 | Tyrol | ~100K | 1.02× | |
| 05 | Burgenland | ~40K | 1.02× | |
| 06 | Carinthia (state) | ~70K | 1.00× | |
| 07 | Vorarlberg | ~40K | 0.92× | |
| 08 | Lower Austria | ~200K | 0.81× | |
| 09 | Styria | ~100K | 0.79× |
The strongest cross-interests of the Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Drop shipping | Shopping | 3.66× | ||
| 02 | Smyths Toys | Kids & Family | 3.23× | ||
| 03 | Discounts and allowances | Shopping | 3.02× | ||
| 04 | Müller (company) | Food & Beverages | 2.75× | ||
| 05 | Child | Kids & Family | 2.65× | ||
| 06 | Deichmann | Shopping | 2.60× | ||
| 07 | Footwear | Fashion & Accessoires | 2.39× | ||
| 08 | IKEA | Home & Garden | 2.24× | ||
| 09 | McDonald's | Food & Beverages | 2.07× | ||
| 10 | Obi (store) | Shopping | 1.99× | ||
| 11 | Spar (retailer) | Shopping | 1.88× | ||
| 12 | Billa (supermarket) | Shopping | 1.88× | ||
| 13 | Amazon.com | Shopping | 1.85× | ||
| 14 | Internet & Social Media | 1.82× | |||
| 15 | Internet & Social Media | 1.73× | |||
| 16 | Bild | News | 1.71× | ||
| 17 | Internet & Social Media | 1.67× | |||
| 18 | Heute | Movies & TV | 1.65× | ||
| 19 | Kronen Zeitung | News | 1.63× | ||
| 20 | Internet & Social Media | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.60× | |
| Early Adopter Mentality | POWER | 1.36× | |
| Price Sensitivity | PREMIUM | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.53× | |
| Healthy Lifestyle | BALANCE | 0.57× | |
| Social Media Usage | JOY | 0.68× |
Toys has an estimated audience of 1,366,529 people in Austria, concentrated in Vienna and Upper Austria.
62.1% of Toys fans are female, 37.9% are male, with an average age of 41.9 years.
Toys fans show strongest brand affinity for Heute (1.65×), Spar (retailer) (1.88×), and Billa (supermarket) (1.88×) over the country average.
Toys fans in Austria are most concentrated in Vienna (reach ~400K), Upper Austria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Toys itself, the audience over-indexes on Spar (retailer) (1.88×), Billa (supermarket) (1.88×), Amazon.com (1.85×), and Müller (company) (2.75×) 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 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.