/hi marijaMarija Karall
43 · service and sales in retail · couple with children · owns with a mortgage · Oberpullendorf
13.3 million people in Europe would buy a home battery the way Marija would218 fields on the person 432 on the household 47 spend lines 55 emission lines
13.3 million people would buy a home battery the way she would
35 to 50 years old, in work, owns the home, at least one child at home, solar panels on the roof. Counted across every country in the population. England has the most at 2.22 million; Austria has 226,572, Burgenland 15,358.
See the countries€47,500 a year after tax
€55,300 gross, €8,500 in tax. That puts the household in decile 5 nationally and 0.9× the median for Burgenland. 34% of it is transfers, mostly child and family benefit.
€23,000 net worth
A home owned with a mortgage, worth €215,000 and bought in 2011. €108,000 in financial assets, €41,000 of it liquid. €267,000 of debt, €242,000 of it a mortgage at 3.54% costing €24,200 a year.
89 of 100 financial stress
The pressure comes from a job loss. Reserves cover 0.7 months of costs, 11 months survivable if the main earner lost their job. Could absorb replacing the car; a 2-point rate rise would cost €2,000 a year and push interest stress to 100.
€34,600 spent a year, 24% on housing and utilities
26% of spend happens online against 11% for the region. Weighs a purchase, but decides within days. Promotion sensitivity 0.74 against a regional median of 0.58. Shops mainstream brands.
Pays for nothing, reachable through ads
Broadcast TV and radio, plus social video and the odd app. Ads reach this segment through entertainment, not news. Digital engagement 0.39 against a regional median of 0.39. Ad-supported video streaming, music streaming.
Heat pump, solar on the roof, 1 car (PHEV)
A house owned with a mortgage, 14 years at this address. An electric or plug-in car, in a region where 4% of households have one and the nearest fast charger is 34.9 km away. Only 4% of the region heats with a heat pump. Household footprint 15.7 tCO₂e a year.
23% chance to change job
change job: 23% (region 15%) · move home: 18% (region 7%) · form a partnership: 4% (region 4%) · have a child: 2% (region 0%)
Equal treatment for all · Creativity and new ideas
These matter more to them than to the average Austrian; behaving properly matters less. European Social Survey values, scored for a 43-year-old of this background; 0 is the national average.
13.3 million people would buy a home battery the way Marija would
She already has solar on the roof, a heat pump and a plug-in hybrid. A battery is the next thing this household buys. Who else in Europe is in that position?
- 35 to 50 years old
- in work
- owns the home
- at least one child at home
- solar panels on the roof
Counted over the live population on 2026-09-09, persons table, cells under 100 suppressed. Today the segment is hand-built from the row. The foundation model will find twins on all 752 fields at once.
Where they are
Densest regions
- Andalucía296,000
- Wielkopolskie166,000
- Rhône-Alpes164,000
- Sud-Muntenia158,000
- Ile-de-France147,000
- Aquitaine141,000
- Mazowiecki regionalny140,000
- Brandenburg139,000
Couple with children
One economic unit. Income, tax, wealth, debt, the home, the cars, the heating, and how it holds up under pressure. All of it reconciled to national accounts for Austria.
Where a year of income goes
- Gross income
- €55,300
- Tax
- €8,500
- Net income
- €47,500
- of which transfers
- €20,800
- of which capital income
- €3,700
- Consumption
- €35,900
- Debt service
- €24,200
- Drawn from savings
- €12,500
Equivalised net income €19,800 per adult equivalent. Spending exceeds income this year. Has discretionary headroom.
Balance sheet
- Mortgage
- €242,000 at 3.54%
- Interest this year
- €3,500
- Home equity
- €171,000
- Consumer credit
- €25,100
- Wealth decile
- 3 of 10
- Affluence in the neighbourhood
- well below the local level
Under pressure
- Reserves cover
- 0.7 months of costs
- Survives a job loss for
- 11 months, income down 60%
- Housing cost burden
- 32% of income
- Replace the washing machine
- Absorbs it (€1,400)
- Replace the car
- Absorbs it (€22,100)
- Rates up 2 points
- €2,000 more a year, stress to 100
- Financially fragile
- Yes · 15% of the region is
The home
- Tenure
- Owns with a mortgage, since 2011
- Dwelling
- House · desirability 0.31
- Years at this address
- 14
- Heating
- Heat pump
- Solar
- Yes, covers 85% of electricity · 41% of the region has panels
- Cars
- 1 (PHEV) · plugs in
- Energy running cost
- €4,300 a year
- Vehicle running cost
- €4,500 a year
- Health costs out of pocket
- €4,900 a year
€34,600 a year, on 47 lines
A full household budget in the European COICOP classification, raked to national accounts, priced at local price levels, with the online share and the promotion sensitivity of each category.
Food and drink €4,432
- Food€3,860
- Non-alcoholic drinks€570
Alcohol and tobacco €721
- Alcoholic drinks€390
- Tobacco€360
- Narcotics€10
Clothing and footwear €2,021
- Clothing€1,550
- Footwear€480
Housing and utilities €8,352
- Imputed rent€2,120
- Water and dwelling services€1,840
- Electricity, gas and fuels€1,230
- Home maintenance and repair€1,010
- Rent paid€0
Furnishings and appliances €2,684
- Furniture and furnishings€1,480
- Household appliances€380
- Routine household upkeep€310
- Tools, house and garden€260
- Glassware and utensils€160
- Household textiles€100
Health €886
- Outpatient care€560
- Medicines and medical goods€310
- Hospital care€20
Transport €4,956
- Running vehicles€2,970
- Buying vehicles€2,340
- Transport services€490
Communication €984
- Phone and internet plans€700
- Phones and devices€290
- Postal services€0
Recreation and culture €4,451
- Package holidays€1,590
- Games, gardens and pets€1,080
- Culture and recreation services€910
- Audio, photo and IT kit€490
- Newspapers, books and stationery€230
- Major recreation durables€150
Education €1,320
- Primary education€700
- Other education€380
- Secondary education€130
- Tertiary education€110
- Post-secondary education€0
Restaurants and hotels €2,254
- Restaurants and cafés€2,150
- Hotels and accommodation€110
Other goods and services €2,825
- Insurance€1,420
- Personal care€800
- Other services€290
- Personal effects€270
- Financial services€30
- Social protection€20
- Other personal services€0
Tick marks are the Burgenland median household. Open a division for its lines.
Shopping
- Online share of spend
- 26% · region 11%
- Online orders, 3 months
- 8
- Decides
- Considers
- Promotion sensitivity
- 0.74 · region 0.58
- Price tier
- Mainstream
- Shops
- Transit and car, car dependent · catchment 9 km
Lifestyle
- Diet
- Flexitarian
- Going out
- 0.86 propensity
- Air travel intensity
- 4.3
- Clothing quality factor
- 0.75
- Chronic health severity
- -0.69 (z)
- Sports
- No sports
Footprint
- Goods and services 8.4 t
- Flights 4.4 t
- Car 1.9 t
- Heating and cooling 0.9 t
Oberpullendorf, one km² of it
Every household sits in a 1 km² cell inside a statistical unit. The cell carries what is around it: how far to things, what is within walking distance, who the neighbours are, and how the zone fills up by day.
Oberpullendorf
Bezirk Oberpullendorf, Burgenland, Austria · 3,298 residents in the municipality · 540 people in this km²
How far
- City centre
- 786 m
- Rail station
- 1.1 km
- Grocery shop
- 636 m
- Healthcare
- 520 m
- Motorway
- 29.2 km
- Fast charger
- 34.9 km
Within reach
- Transit stops, 500 m
- 4
- Restaurants, 500 m
- 0
- Cafés, 500 m
- 0
- Bars, 500 m
- 0
- Grocery shops, 1 km
- 1
- Clothing shops, 1 km
- 0
- Cinemas, 5 km
- 5
- Public chargers, 1 km
- 2
The neighbours
- Households in this km²
- 213
- Median age
- 51
- Under 18
- 15%
- Over 65
- 26%
- Foreign born
- 17% · 8% from outside the EU
- Own their home
- 49%
- Median net income
- €38,500
- Median net wealth
- €45,000
- Financial stress
- 78 median
Climate and building stock
- Heating degree days
- 3,054
- Mean temperature
- 9.6 °C
- Homes built before 1940
- 63%
- Homes built after 2000
- 21%
Burgenland in 2024
- Household income vs Austria
- 103%
- Regional median age
- 48.8
- Unemployment
- 5.2%
- Inflation
- 2.9%
- Mortgage rate
- 3.90%
- Electricity
- 0.273 €/kWh
- Policy rate
- 4.13%
Marija Karall
Every member of the household is a full row of their own: attitudes, media, subscriptions, commute and what is likely to happen to them next.
Who
- Age
- 43, born 1981
- Civil status
- Married
- Education
- Upper secondary
- Work
- Service and sales, retail
- Personal income
- €18,400 net · quartile 2 of 4
- Identity
- Burgenland Croat
The week
- Schedule
- Full-time worker
- Free on a weekday, daytime
- 37%
- Commute
- 5.3 km by car
- Zone rhythm
- Mixed urban
Next three years
Media
Mainstream mix. Broadcast TV and radio, plus social video and the odd app. Ads reach this segment through entertainment, not news. 23% of adults in Burgenland share this diet.
| Channel | Uses | Ads | Premium | Pays | Region |
|---|---|---|---|---|---|
| Video streaming | ● | ● | ○ | ○ | 30% |
| Music streaming | ● | ● | ○ | ○ | 23% |
| Online news | ○ | ○ | ○ | ○ | 9% |
| Gaming | ○ | ○ | ○ | ○ | 4% |
| Video on demand | ● | · | · | · | · |
| Video sharing | ● | · | · | · | · |
| Podcasts | ○ | · | · | · | · |
0 paid subscriptions · ad-reachable through entertainment · 80% of adults in the region are ad-reachable.
Brand affinities
0 to 1, against the Burgenland adult median. Premium propensity 0.33.
What they value
European Social Survey human values, scored for this person against the national profile. 0 is the Austria average; the bar shows how much more or less each value matters.
752 fields, every one with a source
No number in this row is invented. Each attribute family carries its tier and the statistic that anchors it. Where a country has no measured source, the field is left empty and marked, never filled in from a neighbour.
Read the sources behind this row
- household · tenuremeasured: household.yaml tenure block
- household · budgetraked to nama_10_pc HFCE/cap (factor 1.11)
- household · transferspr_exp_func ESSPROS (measured totals, modelled incidence)
- household · rateECB MIR
- household · housing valueW-7: value anchored to nama_10_nfa_st N111N at 89,463 EUR/resident x 294,641 residents x owner share 55%, NO zone/dwelling signal available; purchase year = 2026 - years_settled, deflated by prc_hpi_a; LTV0=0.8 and 30y amortisation are MODELLED (T4), the debt LEVEL is raked to nasa_10_f_bs F4
- household · liquid wealthmeasured: deposits_eur_pc leg
- household · health costhlth_sha11_hf (measured); HF1 excluded — already paid as tax
- household · needs scalehbs_exp_t134 (measured)
- household · channelisoc_ec_ibgs (measured, raked)
- household · dwelling anchorcensus cens_21dwbo_r2 AT11 (NUTS2, 2021): (RES1+RES2)/RES = 77.8%
- household · engel baseAT wave 2020
- household · price levelprc_ppp_ind 2024
- household · wealth shapeaccumulation ordering (years-since-move, inheritance, housing gain) x MEASURED dispersion sigma=1.194 from icw_res_02 net wealth mean/median
- household · balance sheetraked to nasa_10_f_bs F; raked to nasa_10_f_bs F4
- household · capital incomenasa_10_nf_tr D4 (measured national total, wealth-proportional)
- household · income shaperank-mapped to measured lognormal sigma 0.484 from ilc_di04 2024 (median 33,210 / mean 37,343, NATIONAL); rank order and regional mean preserved; sigma is national, not regional
- household · constrainedEU-SILC ilc_mdes01/02/03 (measured)
- household · promo sensitivitymodelled_prior
- person · employmentlfsa_ergaed P(employed | age, sex, ISCED), measured, RAKED to the build's existing employment total — redistributes who is employed, not how many (P0-9b)
- person · occupationlfsa_egised P(ISCO|ISCED,sex), measured — ISCED 5-8 is not split at source, so short_tertiary and long_tertiary share one distribution (P0-9)
- person · industrylfsa_eisn2 P(NACE|ISCO,sex), measured (P0-9)
- person · income qwithin-unit quartile of REAL household net income (was a synthetic zone x sex tilt from Model-1)
- person · media reachisoc_ec_ibgs (measured, raked)
- person · psychoGMM_v4_K160 conditioned on (AT,2024) + per-persona [gndr,brncntr,ctzcntr,mnactic,eisced,chldhhe,maritalb,lvgptnea,hincfel,rlgblg,domicil,hinctnta,blgetmg,dscrgrp] across 115796 batches (age=rank_gaussian_ladder; pi=1 region(s), sources=['region'], projected=True)
- person · communityidentity_profile.calendar_events (attendance + declared retail/travel impact); AFFILIATION ONLY — no spend effect applied, that needs a measured elasticity
- person · hinctntaNATIONAL decile vs ilc_di04 AT median 33,210 EUR, sigma 0.484 (2024)
- person · occupation earningsmeasured gradient applied (occupation_earnings_ratio, AT)
Build v2.1.0, lineage person_anchored_ipf, unit AT11 with 294,641 people in 128,049 households. Data vintage 2024. Marija Karall is a label; the row is ATAT11P000001069 in household 449, cell CRS3035RES1000mN2731000E4811000.
This is one row out of 522 million. Synthetic, and anchored in data: every field is calibrated to what the statistical offices publish, and no field traces back to a real person. Ask about millions like it from your AI client with the MCP connector.