A data profile of the people who buy, follow and care about Winter sport in Austria — modelled from more than twelve digital signal sources. Winter sport has an estimated audience of 1,361,236 people in Austria.
The average Winter sport fan in Austria is 39.5 years old, balanced, and lives primarily in Vienna.
The audience is concentrated in Vienna, Upper Austria, Lower Austria.
Top brand affinities include FIS Alpine Ski World Cup, Alpine skiing, Ski resort, with strongest over-indexing on FIS Alpine Ski World Cup (2.34× the country average).
Demographically, the Winter sport audience skews balanced with an average age of 39.5, and over-indexes on personality traits such as Travelling, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Winter sport fan in Austria is balanced, around 39.5 years old, with strong Travelling tendencies and a notable affinity for FIS Alpine Ski World Cup.
The key figures that characterise the Winter sport profile in Austria.
50.1% are female, 49.9% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 50.1% |
| Male | 49.9% |
| Average age | 39.5 |
| Estimated audience size | 1,361,236 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 20% |
of the worldwide Winter sport audience comes from Austria.
| Country | Share |
|---|---|
| United States | 22.2% |
| Japan | 9.9% |
| Germany | 8.5% |
Where the Winter sport audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vorarlberg | ~50K | 1.09× | |
| 02 | Burgenland | ~40K | 1.08× | |
| 03 | Upper Austria | ~200K | 1.01× | |
| 04 | Tyrol | ~90K | 1.01× | |
| 05 | Salzburg | ~90K | 1.01× | |
| 06 | Carinthia (state) | ~70K | 1.01× | |
| 07 | Lower Austria | ~200K | 0.93× | |
| 08 | Styria | ~200K | 0.91× | |
| 09 | Vienna | ~200K | 0.81× |
The strongest cross-interests of the Winter sport audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Half marathon | Sports | 4.26× | ||
| 02 | Atomic Skis | Sports | 3.49× | ||
| 03 | Arc'teryx | Fashion & Accessoires | 3.33× | ||
| 04 | Hiking boot | Fashion & Accessoires | 2.50× | ||
| 05 | Garmin | Technology & Electronics | 2.42× | ||
| 06 | FIS Alpine Ski World Cup | Sports | 2.34× | ||
| 07 | Ski resort | Travel & Leisure | 2.25× | ||
| 08 | Shih Tzu | Pets & Animals | 2.25× | ||
| 09 | Tour de France | Sports | 2.13× | ||
| 10 | Alpine skiing | Sports | 2.07× | ||
| 11 | Beagle | Pets & Animals | 2.06× | ||
| 12 | Siberian Husky | Pets & Animals | 2.01× | ||
| 13 | Wildlife photography | Technology & Electronics | 1.88× | ||
| 14 | Livemusic | Music & Radio | 1.85× | ||
| 15 | Travel photography | Technology & Electronics | 1.73× | ||
| 16 | Max Verstappen | Sports | 1.71× | ||
| 17 | Extreme sport | Sports | 1.69× | ||
| 18 | Lindsey Vonn | Sports | 1.67× | ||
| 19 | Cycling | Sports | 1.55× | ||
| 20 | Renovation | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.39× | |
| Indulgence | JOY | 1.30× | |
| Sports Activity | POWER | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.81× | |
| Extroversion | THRILL | 0.83× | |
| Urban Lifestyle | OPEN | 0.88× |
Winter sport has an estimated audience of 1,361,236 people in Austria, concentrated in Vienna and Upper Austria.
50.1% of Winter sport fans are female, 49.9% are male, with an average age of 39.5 years.
Winter sport fans show strongest brand affinity for FIS Alpine Ski World Cup (2.34×), Alpine skiing (2.07×), and Ski resort (2.25×) over the country average.
Winter sport fans in Austria are most concentrated in Vienna (reach ~200K), Upper Austria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Winter sport itself, the audience over-indexes on Alpine skiing (2.07×), Ski resort (2.25×), Hiking boot (2.5×), and Lindsey Vonn (1.67×) 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 Winter sport. 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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