Digital sovereignty and user-friendliness: What Austrian internet users really want

Everywhere: Internet-enabled devices dominate everyday life

Knowledge about the use of Internet-enabled devices shows how comprehensively the Internet is integrated into all areas of Austrians' lives and shapes their expectations of the digital world, especially websites. The smartphone remains the undisputed favorite among Internet-enabled devices: 89 percent of Austrians own one for accessing the Internet. Other devices are also firmly anchored in everyday digital life. 68 percent use a classic PC or laptop. While smartphones are more popular among women (92 percent) than men (87 percent), men use computers more often than women (men: 74 percent, women: 61 percent). Smart TVs (52 percent) and tablets (50 percent) are also widely used. Almost one in three people also use newer technologies such as smart watches (30 percent).

“Modern internet users navigate on a variety of devices. This brings with it a wide range of requirements for website operators. An intuitive and functional design of your own website is more important than ever,” explains Sandra Trummer-Gabler, managing director of world4you.

Focus on websites: navigation, contact, and up-to-date information

Today, a website is much more than just a digital business card—it is the flagship of self-employed individuals and companies. Austrians therefore have specific expectations of a good website. For example, 59 percent of those surveyed want simple navigation and user-friendliness, and almost as many consider the ability to contact the company directly to be essential (57 percent). A search function is also particularly important for almost half of those surveyed (49 percent). 46 percent value the provision of information about the company. This content should be kept up to date, because a website that is not regularly updated quickly loses relevance in the eyes of users: 73 percent of those surveyed stated that regular updates and new content are important to them. Almost a third even rate regular updates as “very important” (29 percent).

Trust through European roots and data protection – especially among the younger generation

In addition to the pure information content and accessibility of websites, trust and data protection are also key aspects of the digital world for Austrians. This is particularly evident in the data protection concerns regarding hosting providers outside Europe (64 percent) when considering setting up their own website. Two out of three Austrians (66 percent) prefer a European server location for website hosts and attach great importance to compliance with the GDPR. Furthermore, 61 percent would be willing to express their conviction by consciously choosing a European hosting provider – even if this means higher costs. It is noteworthy that this attitude is more pronounced among 18- to 24-year-olds than in other age groups (65 percent) – an indication that digital sovereignty also plays an important role for the younger generation.

“Our Internet Compass provides valuable insights into the expectations of Austrian users. A successful website should combine intuitive navigation, easy contact options, and up-to-date content that is optimally displayed on all devices. At the same time, trust and data protection play a central role—especially in Austria, where European values and compliance with the GDPR are crucial for many users in the online sector,” says Sandra Trummer-Gabler. “Those who take these aspects into account when creating a website not only create a functional communication and sales platform, but also the opportunity for a long-term connection with customers.”

About the survey

For the world4you Internet Compass, a total of 2,005 people were surveyed online in September 2025 by the market research company YouGov. The survey was quota-adjusted according to age, gender, and region, and the results were then weighted accordingly. The survey is representative of the Austrian population aged 18 and over.