Migrants in Austria Worth 20 Billion Euro

The total purchasing power volume of migrants in Austria amounts to more than 20 billion euro. This is approximately equivalent to the total volume of Styria. RegioData has analysed the purchasing power of migrants in Austria.

Currently around 1,47 million people born abroad or in families with migration background are living in Austria (around 17% of the total number of inhabitants). With approx. 19 300 euro per capita those migrants coming from EU and the European Economic Area Countries (EEAC) Norway, Liechtenstein and Switzerland dispose of the highest purchasing power in Austria`s ethno-ranking.

Considerably less purchasing power have migrants coming from former Yugoslavia (except Slovenia) and Turkey. A Turkish migrant on average has only around 55%, whereas people coming from former Yugoslavia (except Slovenia) have around 70% of an Austrian’s purchasing power. The purchasing power volume of all migrants in Austria combined with more than 20 billion euro is considerably higher than the demand potential of all foreign tourists in Austria with around 16 billion euro. Thus the total purchasing power of migrants in Austria is approximately as high as the total purchasing power volume of Styria and even twice as high than in Carinthia.

Many retailers could benefit from a stronger target group segmentation with respect to migrants. A more specific approach towards consumers with migration background especially in those regions with high immigration rates as well as a stronger product and services variety would be necessary.

More information on Purchasing Power Data Edition 2010 and Demographic Data.