• 49.6%90,401 Males
• 50.4%91,860 Females

Largest group: Females at 50.4%

Largest group: 30-49 at 38.5%

• Less than secondary / high school13%23,694
• Secondary / high school graduate25.6%46,659
• Post-secondary vocational / technical training14.9%27,157
• Some college / university – no degree9.7%17,679
• Associate / short-cycle tertiary diploma3.2%5,832
• Bachelor's degree20%36,452
• Master's degree (MA, MSc, MBA, etc.)10.3%18,773
• Professional degree (MD, DDS, LLB, JD, etc.)2.2%4,010
• Doctorate (PhD, EdD)1.1%2,005

Largest group: Secondary / high school graduate at 25.6%

• Married / Civil Partnership43.6%79,466
• Single / Never Married30.3%55,225
• Divorced9.7%17,679
• Widowed / Separated6.8%12,394
• Living with Partner (Cohabiting)9.6%17,497

Largest group: Married / Civil Partnership at 43.6%

• Millennials (born 1981–1996)31.2%56,865
• Gen X (born 1965–1980)26.1%47,570
• Gen Z (born 1997–2012)23%41,920
• Baby Boomers (born 1946–1964)15.8%28,797
• Silent Generation (born before 1946)3.9%7,108

Largest group: Millennials (born 1981–1996) at 31.2%

• Full-Time Employee37.7%68,712
• Retired16.1%29,344
• Part-Time Employee11%20,049
• Student9.4%17,133
• Homemaker6.3%11,482
• Self-Employed / Contract / Freelance5.6%10,207
• Unemployed5%9,113
• Disabled / Not Able to Work3.1%5,650

Largest group: Full-Time Employee at 37.7%

Largest group: Lower-Middle Household Income · €33,000 – €45,999 at 21.4%

Largest group: Lower-Middle Income · €20,000 – €28,999 at 22.1%

• Credit Card Holders16.6%30,255
• Debit Card Users14.6%26,610
• Online / Mobile Banking Users13.5%24,605
• Digital Wallet / Mobile Money Users9.5%17,315
• Life Insurance Policy Holders8.7%15,857
• Home Loan / Mortgage Holders8.3%15,128
• Stock / Equity Traders5.9%10,753
• Personal Loan Holders5.8%10,571

Largest group: Credit Card Holders at 16.6%

• Own Primary Residence45.2%82,382
• Rent Primary Residence34.5%62,880
• Live with Family Member(s) in Their Residence11.7%21,325
• Live in Student / University Accommodation4.1%7,473
• Other Living Arrangement4.5%8,202

Largest group: Own Primary Residence at 45.2%

• 29.8%54,314Apartment / Flat – with balcony or garden
• 19%34,630Detached House
• 15.2%27,704Apartment / Flat – no outside space
• 9.3%16,950Semi-Detached House
• 7.1%12,941Condominium / Serviced Apartment
• 6.3%11,482Terraced / Row House / Townhouse
• 5.3%9,660Bungalow / Single-Storey House
• 2.5%4,557Cottage / Farmhouse
• 2.1%3,827Other Dwelling Type
• 2%3,645Dormitory / Hostel / Group Quarters
• 1.4%2,552Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 29.8%

Largest group: 18+ Years (adult children) at 32.9%

• Household Head / Main Earner17.1%31,167
• Primary Grocery Shoppers15.1%27,521
• Dual-Income Households13.7%24,970
• Single Parents10.1%18,408
• Household Budget Managers10.1%18,408
• Children's Education Decision Makers8.2%14,945
• New Parents (child under 1 year)5.4%9,842
• Expecting Parents5.2%9,478

Largest group: Household Head / Main Earner at 17.1%

• Household Service Decision Makers19.4%35,359
• Residential Cleaning / Domestic Help Users17.5%31,896
• Laundry / Dry-Cleaning Service Users12.2%22,236
• Home Maintenance & Handyman Service Users11.4%20,778
• Plumbing Service Customers10.7%19,502
• Electrical Repair Service Customers10%18,226
• Landlords & Property Managers8.7%15,857
• Pest-Control Service Customers6.1%11,118

Largest group: Household Service Decision Makers at 19.4%

• Austrian84%153,099
• German4%7,290
• Former Yugoslav origin (Serbian, Croatian, Bosnian)4%7,290
• Other EU (Romanian, Hungarian, Polish, Slovak)4%7,290
• Turkish origin2%3,645
• Other ethnic groups / minorities2%3,645

Largest group: Austrian at 84%

• Vienna (Wien)24.9%45,383
• Upper Austria (Oberösterreich)16.6%30,255
• Lower Austria (Niederösterreich)16.1%29,344
• Styria (Steiermark)14.2%25,881
• Tyrol (Tirol)8.7%15,857
• Salzburg6.3%11,482
• Carinthia (Kärnten)6.1%11,118
• Vorarlberg4.1%7,473
• Burgenland3%5,468

Largest group: Vienna (Wien) at 24.9%

Automotive

• 33.8%61,604Mass-Market Car Owners
• 19.4%35,359Car Insurance Policy Holders
• 9.6%17,497Vehicle Service & Repair Decision Makers
• 8.2%14,945Electric Vehicle (EV) Owners

Technology & Digital Usage

• 16.7%30,438Android Smartphone Users
• 13.2%24,058iOS Smartphone Users
• 10.5%19,1375G Mobile Network Users
• 10.2%18,591Generative AI & Chatbot Users

Travel

• 16.2%29,526Frequent Domestic Travellers (3+ trips a year)
• 14%25,517Family Vacationers
• 12.2%22,236International Travellers
• 9.2%16,768Business Travellers

Lifestyle & Hobbies

• 14.5%26,428Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 10.3%18,773Nature & Outdoor Leisure (camping, picnics)
• 9.7%17,679DIY & Home Improvement Enthusiasts
• 9.6%17,497Eco-Conscious / Sustainable Living Consumers

Media & Entertainment

• 18.3%33,354OTT / Subscription Video Streaming Subscribers
• 12.9%23,512Free Ad-Supported Video Platform Viewers
• 12.5%22,783Music Streaming Users
• 12.4%22,600Linear / Pay-TV Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 25.9%47,206Beer Consumers
• 19.6%35,723Non-Tobacco / Nicotine Users
• 15.1%27,521Adult Tobacco Product Users
• 14.2%25,881Wine & Spirits Consumers

Consumer Electronics Ownership & Purchase

• 17.7%32,260Laptop / Desktop Computer Owners
• 12.1%22,054Audio / Headphone Device Owners
• 11.7%21,325Consumer Electronics Purchase Decision Makers
• 11.5%20,960Smart TV Owners

Content Creators & Social Media Influence

• 24.7%45,018Casual Social Media Content Posters
• 13.3%24,241Short-Form Video Creators
• 12.3%22,418Photo & Visual Content Creators
• 10.1%18,408Long-Form Video Creators