Advertising and marketing in Austria

Marketing opportunities

Consumer Profile

The population is ageing in Austria and the median age which was 43.8 in 2021 (Data Reportal). The population growth rate is 0.3% with 24.8% of Austrians being under 24 and 34,6% of the population over 55 years old (Data Reportal, 2021). Households are composed on average of 2.2 people (Eurostat, 2020). One-person households account for 37.7% of the total and 41.8% are couples with or without children (Eurostat, 2020). The gender ratio is 98.6 men for every 100 women and 59.3% of the population lives in urban areas, with Vienna being the main city (Data Reportal, 2022). The northern and eastern regions are the densest in population. A total of 86% of adults aged 25 to 64 have completed secondary education and 34.2% of the same age have a higher education (OECD, 2020). The OECD estimates the level of education in Austria very high.

Purchasing Power

The GDP per capita (PPP) in Austria is estimated at USD 55,686 (World Bank, 2020). The average annual salary of a full-time employee is USD 53,132 (OECD). Austrian purchasing power is among the highest in Europe, and is distributed fairly homogenously among the country’s federal states (with Lower Austria having the highest purchasing power, and the area of the capital Vienna the lowest – GFK). The adjusted annual disposable income per inhabitant is approximately USD 37,001 (OECD). The Gini index is in the European average and the pay gap between men and women is 18.9% in Austria (one of the highest in Europe, where the average is 13%) (Eurostat 2020). Immigrants are also more likely to have lower wages and to be unemployed.

Consumer Behaviour

Austria is considered a consumer society. Price is an important element for consumers as well as brand awareness and quality. Some consumers are willing to pay more for a better product. Purchases are made in different types of locations, ranging from department stores and supermarkets to small retailers. Consumer confidence has been declining in recent years and fell sharply following the COVID-19 pandemic at the beginning of 2020. In 2022, consumer confidence deteriorated further as the war in Ukraine lead to a spike in energy prices (Focus Economics). E-commerce is widespread in the country and should continue to grow. There are nearly 5 million online shoppers in the country. Brands from international companies are consumed but local products tend to be preferred.

Brand loyalty depends on the quality of the products sold and value for money. More than 60% of Austrians with Internet access and are active on social networks allowing them to discover and learn about products thanks to user comments. Data protection is important for Austrians, and a non-profit has even filed a lawsuit against several big players (Apple, Amazon, Netflix, Spotify etc.).

Due to an ecological awareness and sustainability, organic and local products are increasingly in demand. The share of organic products in total purchases is among the highest in Europe. Fresh produce are generally preferred to packaged products. The second-hand market is developed on the internet, notably on the Willhaben, Locanto and Bazar sites. The use of collaborative platforms such as Uber or Airbnb are starting to grow but remain behind compared to other European countries.

Consumers Associations

Consumer Association of Austria
European Consumers Centre Austria

Main Advertising Agencies

EPAMEDIA - advertising company for public spaces (in German)
Link to advertising agencies