Target audience: Outdoor & lifestyle sport athletes in Austria

Selected insights on target audience: Outdoor & lifestyle sport athletes in Austria

• Many outdoor & lifestyle sport athletes have a high annual household income
• Being successful has less importance to outdoor & lifestyle sport athletes than to the average consumer
• 43% of outdoor & lifestyle sport athletes are laggards when it comes to innovation adoption
• Rising prices, inflation & cost of living and health & social security are issues of particular concern to outdoor & lifestyle sport athletes
• Outdoor & lifestyle sport athletes remember seeing ads on search engines more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Austria
• Gender of consumers in Austria
• Level of education in Austria
• Share of consumers in Austria in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Austria live
• Communities where consumers live in Austria
• Accommodation type and home ownership in Austria
• LGBTQ+ status of consumers in Austria

• Most important aspects of life for consumers in Austria
• Top 10 interests of outdoor & lifestyle sport athletes in Austria
• Top 10 hobbies and leisure activities of outdoor & lifestyle sport athletes in Austria
• Top 10 sports activities of outdoor & lifestyle sport athletes in Austria
• Top 10 sports followed by outdoor & lifestyle sport athletes in Austria
• Pets living with outdoor & lifestyle sport athletes in Austria

• Agreement with statements in Austria
• The 10 most important issues facing Austria according to outdoor & lifestyle sport athletes
• Political attitudes of consumers in Austria
• Innovation adopter types based on statements towards innovation by consumers in Austria
• Economic situation in Austria as percieved by outdoor & lifestyle sport athletes
• Perceived personal economic situation of outdoor & lifestyle sport athletes
• Agreement with statements regarding economic concerns of outdoor & lifestyle sport athletes

• Type of media consumers in Austria have been using in the past 4 weeks
• Top 10 social networks used by outdoor & lifestyle sport athletes
• Top 10 channels where outdoor & lifestyle sport athletes in Austria remember coming across digital advertising
• Places where consumers in Austria have come across non-digital advertising in the past 4 weeks