Zielgruppe: Singles in Österreich

Ausgewählte Insights über die Zielgruppe: Singles in Österreich

• Single households typically have a low annual household income
• Having a good time and making own decisions is relatively important to single households
• 61% of single households are laggards or in the late majorty of innovation adoption
• A relatively high share of single households think that poverty is an issue that needs to be addressed
• 21% of single households remember seeing advertising on editorial websites and apps

Management summary

• Key Insights

• Lebensphasen
• Geschlecht
• Bildung
• Einkommen
• Haushaltsklassifikation
• Art der Gemeinde/Stadt
• LGBTQ+

• Werte im Leben
• Interessen
• Hobbies & Freizeitaktivitäten
• Sportliche Aktivitäten
• Sportarten, die man verfolgt

• Einstellungen zu digitalen Medien
• Innovator:innen-Typologie
• Herausforderungen für das Land
• Politik

• Touchpoints für digitale Werbung
• Internetnutzung nach Gerät
• Social Media-Nutzung
• Touchpoints für nicht-digitale Werbung
• Nutzung traditioneller Medien

Demographic profile

• Age of consumers in Austria
• Gender of consumers in Austria
• Consumer’s level of education in Austria
• Share of consumers in Austria in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Austria live
• Communities where consumers live in Austria
• LGBTQ+ status of consumers in Austria

• Most important aspects of life for consumers in Austria
• Top 10 interests of single households in Austria
• Top 10 hobbies and leisure activities of single households in Austria
• Top 10 sports activities of single households in Austria
• Top 10 sports followed by single households in Austria

• Agreement with statements in Austria
• Innovation adopter types based on statements towards innovation by consumers in Austria
• The 10 most important issues facing Austria according to single households
• Political attitudes of consumers in Austria

• Top 10 places where single households in Austria have come across digital advertising in the past 4 weeks
• Devices consumers in Austria use regularly to access the internet
• Social media activities in Austria by type
• Places where consumers in Austria have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Austria have been using in the past 4 weeks