A data profile of the people who buy, follow and care about Zalando in Austria — modelled from more than twelve digital signal sources. Zalando has an estimated audience of 1,651,349 people in Austria.
The average Zalando fan in Austria is 38.8 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include H&M, Trend analysis, Bonprix, with strongest over-indexing on H&M (1.56× the country average).
Demographically, the Zalando audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Patriotism, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Zalando fan in Austria is more female, around 38.8 years old, with strong Patriotism tendencies and a notable affinity for H&M.
The key figures that characterise the Zalando profile in Austria.
66.2% are female, 33.8% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 38.8 |
| Estimated audience size | 1,651,349 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 25% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 16% |
Where the Zalando audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Upper Austria | ~200K | 1.08× | |
| 02 | Burgenland | ~50K | 1.08× | |
| 03 | Lower Austria | ~200K | 1.02× | |
| 04 | Styria | ~200K | 1.02× | |
| 05 | Tyrol | ~100K | 1.01× | |
| 06 | Carinthia (state) | ~90K | 1.01× | |
| 07 | Salzburg | ~100K | 0.99× | |
| 08 | Vorarlberg | ~60K | 0.98× | |
| 09 | Vienna | ~300K | 0.82× |
The strongest cross-interests of the Zalando audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Trend analysis | Business & Career | 1.81× | ||
| 02 | Gina Tricot | Fashion & Accessoires | 1.79× | ||
| 03 | Bonprix | Shopping | 1.75× | ||
| 04 | Orsay | Shopping | 1.75× | ||
| 05 | Essonne | POI | 1.71× | ||
| 06 | Zalando Lounge | Shopping | 1.69× | ||
| 07 | Tom Tailor | Fashion & Accessoires | 1.67× | ||
| 08 | Bader Versand | Shopping | 1.65× | ||
| 09 | Trigema | Fashion & Accessoires | 1.65× | ||
| 10 | Forever 21 | Shopping | 1.63× | ||
| 11 | Month | Kids & Family | 1.61× | ||
| 12 | Bershka | Shopping | 1.59× | ||
| 13 | 77Onlineshop | Shopping | 1.59× | ||
| 14 | Women's fashion | Fashion & Accessoires | 1.58× | ||
| 15 | H&M | Shopping | 1.56× | ||
| 16 | Pull & Bear | Fashion & Accessoires | 1.55× | ||
| 17 | Running back | Sports | 1.52× | ||
| 18 | Ernsting's family | Shopping | 1.51× | ||
| 19 | MARC CAIN | Fashion & Accessoires | 1.51× | ||
| 20 | Tchibo | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.26× | |
| Luxury Orientation | PREMIUM | 1.14× | |
| Early Adopter Mentality | POWER | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.66× | |
| Urban Lifestyle | OPEN | 0.67× | |
| Travelling | THRILL | 0.72× |
Zalando's target market in Austria covers an estimated 1,651,349 people, concentrated in Vienna and Lower Austria.
66.2% of the Zalando audience are female, 33.8% are male, with an average age of 38.8 years.
Zalando fans show strongest brand affinity for H&M (1.56×), Trend analysis (1.81×), and Bonprix (1.75×) over the country average.
Zalando fans in Austria are most concentrated in Vienna (reach ~300K), Lower Austria (reach ~200K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Zalando itself, the audience over-indexes on Trend analysis (1.81×), Bonprix (1.75×), Tchibo (1.5×), and Tom Tailor (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 Zalando. 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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