About You Target Market in Germany
A data profile of the people who buy, follow and care about About You in Germany — modelled from more than twelve digital signal sources. About You has an estimated audience of 6,537,067 people in Germany.
The average About You fan in Germany is 35.3 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include H&M, Primark, Bonprix, with strongest over-indexing on H&M (2.12× the country average).
Demographically, the About You audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical About You fan in Germany is more female, around 35.3 years old, with strong Quality Awareness tendencies and a notable affinity for H&M.
At a glance
The key figures that characterise the About You profile in Germany.
Search interest · 12-month trend
Customer demographics of About You
72.9% are female, 27.1% are male, average age 35.3.
Gender split
| Metric | Value |
|---|---|
| Female | 72.9% |
| Male | 27.1% |
| Average age | 35.3 |
| Estimated audience size | 6,537,067 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 18% | |
| 50+ | 11% |
Worldwide distribution
of the worldwide About You audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 34.6% |
| Croatia | 5.1% |
| Netherlands | 4.5% |
Geography
Where the About You audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thüringen | ~200K | 1.25× | |
| 02 | Niedersachsen | ~800K | 1.21× | |
| 03 | Bayern | ~1M | 1.12× | |
| 04 | Rheinland-Pfalz | ~400K | 1.12× | |
| 05 | Schleswig-Holstein | ~300K | 1.12× | |
| 06 | Mecklenburg-Vorpommern | ~100K | 1.11× | |
| 07 | Baden-Württemberg | ~1M | 1.09× | |
| 08 | Sachsen | ~300K | 1.08× | |
| 09 | Nordrhein-Westfalen | ~1.5M | 1.03× | |
| 10 | Brandenburg | ~200K | 1.03× | |
| 11 | Saarland | ~70K | 0.93× | |
| 12 | Hamburg | ~100K | 0.90× | |
| 13 | Hessen | ~400K | 0.86× | |
| 14 | Sachsen-Anhalt | ~100K | 0.85× | |
| 15 | Bremen | ~40K | 0.75× | |
| 16 | Berlin | ~200K | 0.65× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the About You audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gina Tricot | Fashion & Accessoires | 4.06× | ||
| 02 | Stradivarius | Shopping | 3.66× | ||
| 03 | Bershka | Shopping | 3.30× | ||
| 04 | Mango | Shopping | 3.17× | ||
| 05 | Push-up | Sports | 2.98× | ||
| 06 | Primark | Shopping | 2.54× | ||
| 07 | Bonprix | Shopping | 2.51× | ||
| 08 | C&A | Shopping | 2.49× | ||
| 09 | Zara | Shopping | 2.47× | ||
| 10 | Breuninger | Fashion & Accessoires | 2.28× | ||
| 11 | Ernsting's family | Shopping | 2.14× | ||
| 12 | H&M | Shopping | 2.12× | ||
| 13 | Deichmann | Shopping | 2.01× | ||
| 14 | Hermès | Fashion & Accessoires | 2.00× | ||
| 15 | Baby food | Kids & Family | 1.99× | ||
| 16 | Lingerie | Fashion & Accessoires | 1.96× | ||
| 17 | Tchibo | Shopping | 1.81× | ||
| 18 | Rossmann | Shopping | 1.64× | ||
| 19 | TK Maxx | Shopping | 1.63× | ||
| 20 | Women's clothing | Fashion & Accessoires | 1.52× |
Personality of the About You audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.54× | |
| Price Sensitivity | PREMIUM | 1.42× | |
| Individualism | JOY | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.47× | |
| Need for Security | CONSERVATISM | 0.57× | |
| Risk Appetite | THRILL | 0.68× |
Frequently asked questions
Who is About You's target market in Germany?
About You's target market in Germany covers an estimated 6,537,067 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of About You customers?
72.9% of the About You audience are female, 27.1% are male, with an average age of 35.3 years.
Which brands do About You fans like most?
About You fans show strongest brand affinity for H&M (2.12×), Primark (2.54×), and Bonprix (2.51×) over the country average.
Where do About You fans live in Germany?
About You fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.
What other brands do About You fans also like?
Beyond About You itself, the audience over-indexes on Primark (2.54×), Bonprix (2.51×), C&A (2.49×), and Deichmann (2.01×) compared to the Germany average.
Explore more audiences
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How to read this data
Audience size is the estimated number of people in Germany who actively search for About You. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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