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CONSUMERSBRANDS

Targetaudience:Activewinter

sportsenthusiastsinAustriConsumerInsightsreport

June2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

ThisreportanalysesconsumerswhoansweredWintersports(e.g.,skiing,snowboarding,iceskating)tothemulti-pickquestionWhichofthesesportsoractivitiesdoyoudoatleastoccasionally?

ThereportoffersthereaderacomprehensiveoverviewofwintersportsathletesinAustria:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkwintersportsathletesinAustria(’’targetaudience’’)againsttheaverageAustrianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustria)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

ActivewintersportsenthusiastsinAustria

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Activewintersportsenthusiaststendtobeolder,39%arepartofGenerationX.

53%ofwintersportsathletesaremale.Activewintersportsenthusiaststypically

haveahighannualhouseholdincome.Activewintersportsenthusiasts