Sinus-Milieus® Austria

The milieu structure of Austrian society was first examined in 2001 in a broad-based qualitative and quantitative study. The SINUS sister institute INTEGRAL has been adapting the model to social trends in Austria ever since; the Sinus-Milieus in Austria most recently underwent a full update in 2018.

Social Status Upper class / Upper middle-class Middle middle-class Lower middle-class /Lower class Tradition Sense of Duty,Order Individualization, Self-actualization, Pleasure Multi-Options,Pragmatism Re-focussing,New syntheses Modernisation Re-orientation Basic Orientation Traditionals12% ConsumptionOriented9% Hedonists13% Modern Mainstreamers14% AdaptiveNavigators12% DigitalIndividualists9% Performers8% Post-Materialists10% Conservatives5% Established8%

Conservatives

Trendsetters in the traditional sphere with high ethics of responsibility – strongly characterized by Christian ethics, high estimation of education and culture, skeptical towards current social development

Established

The establishment in the classic sense with a strong anchorage in tradition – strongly focused on status, exclusiveness, responsibility and leadership

Performers

The flexible and globally oriented performance elite – individual performance, efficiency and success have top-priority; competent in business and IT

Digital individualists

The individualistic, networking, digital avant-garde – mentally and geographically worldwide mobile, cross-linked online and offline, permanently looking for new experiences

Adaptive-Navigators

The young pragmatic middle stratum – pronounced life-pragmatism, strong desire for anchorage, membership, security, performance-orientation but also the wish for fun and entertainment

Modern Mainstreamers

The adaptive mainstream – seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace

Post-Materialists

Open-minded social critics – intellectual, educated milieu, interested in variegated aspects of culture; cosmopolitan orientation, but critical towards globalization; socially engaged

Traditionals

Emphasizing on security, order and stability – rooted in the old petty bourgeois world, in the traditional blue collar culture or in the rural milieu

Consumption Oriented

The materialistic lower class striving for participation – sense of discrimination, resentments and pronounced fears of the future; striving to stay connected with the consumption standards of the middle class

Hedonists

The modern lower middle class, living for the excitement of the moment – seeking fun and amusement; rejection of traditional standards and conventions

Tip: Click on a Sinus-Milieu for a brief description

Sinus-Milieus Short description
Socially upmarket milieus / Social leading milieu
Conservatives

Trendsetters in the traditional sphere with high ethics of responsibility – strongly characterized by Christian ethics, high estimation of education and culture, skeptical towards current social development

Established

The establishment in the classic sense with a strong anchorage in tradition – strongly focused on status, exclusiveness, responsibility and leadership

Performers

The flexible and globally oriented performance elite – individual performance, efficiency and success have top-priority; competent in business and IT

Digital individualists

The individualistic, networking, digital avant-garde – mentally and geographically worldwide mobile, cross-linked online and offline, permanently looking for new experiences

Middle class milieus
Adaptive-Navigators

The young pragmatic middle stratum – pronounced life-pragmatism, strong desire for anchorage, membership, security, performance-orientation but also the wish for fun and entertainment

Modern Mainstreamers

The adaptive mainstream – seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace

Post-Materialists

Open-minded social critics – intellectual, educated milieu, interested in variegated aspects of culture; cosmopolitan orientation, but critical towards globalization; socially engaged

Milieus of the lower middle / lower class
Traditionals

Emphasizing on security, order and stability – rooted in the old petty bourgeois world, in the traditional blue collar culture or in the rural milieu

Consumption Oriented

The materialistic lower class striving for participation – sense of discrimination, resentments and pronounced fears of the future; striving to stay connected with the consumption standards of the middle class

Hedonists

The modern lower middle class, living for the excitement of the moment – seeking fun and amusement; rejection of traditional standards and conventions

The Sinus-Milieus are integrated into the Austrian Consumer Analysis and the Telest TV audience panel. Our sister institute INTEGRAL runs a milieu-located panel with 30,000 people. As in Germany, there is also a microgeographic implementation of the Sinus-Milieus in Austria, and the Digital-Sinus-Milieus are also available.

Sinus-Milieus® simply explained (with English subtitles)

This explanatory video shows how the Sinus-Milieus work (incl. examples) and what they can be used for (marketing, strategic target groups, personas / individuals, products, brands and ideas, touchpoints, topics, addressing, growth potentials).

To the video

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SINUS-Institut offers a compact, cross-industry basic seminar on the Sinus-Milieus – the gold standard for target group segmentation for 40 years.

Sinus-Milieu certification

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