12 December 2024

Marketagent asked Austrians about the year 2024 and received results such as different stress levels between generations, an increase in visits to stationary fashion stores, a shift in the consumption of culture, etc.

Today, the Austrian market and opinion research institute Marketagent published the results of a survey among 1,000 Austrians to look back at the year 2024.
The differences in emotional resilience between age groups are particularly striking. Austrians reported a significant increase in stress, with an average of 55.3 stressful days. Study director Andrea Berger attributes this increase to a combination of global crises and personal pressures that have tested emotional resilience. Younger generations, especially Gen Z and Millennials, have faced even more stress. Emotional expressions, such as crying and arguing, also increased, reflecting the combined effects of global crises and personal struggles.

Image: Infographic 'Generational comparison of stress levels. High stress days across generations'. The situation is particularly tense for Generation Z and Millennials. At 68.5 and 72.1 days respectively, these age groups report significantly higher levels of distress than Generation X (54 days) and Baby Boomers (26.6 days). Photo: © Marketagent.

The year also saw notable shifts in cultural life and leisure activities. Cultural participation returned, but with some limitations. For example, movie theater attendance increased from 1.1 visits in 2020 to 2.2 visits in 2024, although this is still below pre-pandemic levels. Streaming services have changed consumption patterns, affecting traditional cultural events such as cinema.

Online shopping continues its upward trend, with Austrians making an average of 27.9 online purchases in 2024. Fashion stores, for example, saw an increase in visits compared to 2020, although the frequency was still lower than in 2017.

Just to name another topic that was explored: Sports activities also showed an interesting split between younger and older generations. Generation Z visited gyms significantly more than older generations, while hiking became a preferred activity among the older demographic. These trends reflect different lifestyle choices and a positive shift towards increased physical activity in Austria.

Overall, according to Marketagent's findings, 2024 reflects a year of recovery and adaptation, with Austrians balancing emotional and physical challenges while embracing new lifestyle trends.

The results are published at marketagent.com.