First Vienna Residential Market Report | 2021

FIRST VIENNA RESIDENTIAL MARKET REPORT | 2021

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WHO LI VES HOW

SINUS- MILIEUS ®

THE FOLLOWING PAGES GIVE A SUMMARY OF SINUS-MILIEUS ® . Sinus-Milieus ® constitute a model that groups people according to their basic attitudes and lifestyles. Sinus-Milieu groups differ with regard to their consumer behaviour, lifestyle, and living environment. Further details on Sinus-Milieus ® are given on page 78. ×

TRADITIONAL MILIEUS

TRADITIONALS. Emphasis on security, order, and stability – rooted in the old petty-bourgeois world, in the traditional blue-collar culture, or in the rural milieu. Home tastes are based on traditional cosiness and rural aesthetics.

CONSERVATIVES. Trendsetters in the traditional sphere with high ethics of responsibility – strongly characterised by Christian ethics, high estimation of arts and culture, sceptical towards current so- cial development. Home is an expression of upper or middle-class lifestyle in clear distinction from current attitudes.

CENTRAL MILIEUS

ADAPTIVE-PRAGMATISTS. The young pragmatist middle stratum – pronounced life-pragmatism, strong desire for anchorage, membership, security, performance orientation, but also the wish for fun and entertainment. The prevailing lifestyle is either trendy or quiet and down-to-earth.

NEW MIDDLE CLASS. The adaptive mainstream – seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace. They prefer interiors with neo-rustic, conventional aesthetics.

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