Rascasse Audience Intelligence

Armour Audience in Germany

A data profile of the people who buy, follow and care about Armour in Germany — modelled from more than twelve digital signal sources. Armour has an estimated audience of 616,216 people in Germany.

#4163among Topic in Germany#234in Kids & Family

The average Armour fan in Germany is 37.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Lands' End, Emma Thompson, Microsoft Store, with strongest over-indexing on Lands' End (32.44× the country average).

Demographically, the Armour audience skews more male with an average age of 37.2, and over-indexes on personality traits such as Patriotism, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Armour fan in Germany is more male, around 37.2 years old, with strong Patriotism tendencies and a notable affinity for Lands' End.

Category: Kids & Family · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Armour profile in Germany.

Audience size
616K
in Germany
Gender
40.4%♀
59.6% male
Age
37.2
average years
Country rank
#9874
Topic in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Armour fans

40.4% are female, 59.6% are male, average age 37.2.

Fig. 02

Gender split

40.4%
Female
59.6%
Male
Demographic split for Armour audience in Germany
MetricValue
Female40.4%
Male59.6%
Average age37.2
Estimated audience size616,216
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Armour audience in Germany
Age bracketShare%
16-1928%
20-2916%
30-3918%
40-4923%
50+16%
Fig. 04

Worldwide distribution

5.0%

of the worldwide Armour audience comes from Germany.

Worldwide audience distribution share by country for Armour
CountryShare
United States34.6%
Japan7.1%
Brazil5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Armour audience in Germany is strongest.

Fig. 05

Top regions by affinity

Armour fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~30K1.19×
02Hessen~50K1.11×
03Saarland~8K1.07×
04Bremen~6K1.06×
05Nordrhein-Westfalen~100K1.05×
06Rheinland-Pfalz~30K1.04×
07Hamburg~10K1.03×
08Bayern~100K1.02×
09Schleswig-Holstein~20K1.02×
10Mecklenburg-Vorpommern~10K1.01×
11Baden-Württemberg~80K1.00×
12Brandenburg~20K0.98×
13Thüringen~20K0.97×
14Sachsen-Anhalt~20K0.96×
15Niedersachsen~60K0.94×
16Sachsen~30K0.92×
Fig. 06

Affinity by region

Affinity by region — Armour, Germany
0.92×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Armour audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Armour audience
#·InterestCategoryAffinity×
01BertolliFood & Beverages72.73×
02Microsoft StoreTechnology & Electronics38.80×
03Lands' EndFashion & Accessoires32.44×
04HP EnvyTechnology & Electronics25.36×
05Merci (company)Food & Beverages23.37×
06Emma ThompsonMovies & TV21.82×
07Amy AdamsMovies & TV20.00×
08IBMTechnology & Electronics20.00×
09HP ProBookTechnology & Electronics20.00×
10Bill GatesBusiness & Career11.26×
11Sandra BullockMovies & TV7.49×
12Solar energyHome & Garden3.76×
13MSNNews3.74×
14FundraisingBusiness & Career3.74×
15NatureHome & Garden3.08×
16StuttgartTravel & Leisure2.76×
17TagesschauMovies & TV2.26×
18FamilyKids & Family2.14×
19AutoScout24Cars & Mobility2.10×
20GermanyTravel & Leisure1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Armour audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Armour audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM3.77×
Community OrientationOPEN1.63×
IndividualismJOY1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Armour audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.52×
Healthy LifestyleBALANCE0.61×
CreativityOPEN0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Armour have in Germany?

Armour has an estimated audience of 616,216 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Armour fans?

40.4% of Armour fans are female, 59.6% are male, with an average age of 37.2 years.

03

Which brands do Armour fans like most?

Armour fans show strongest brand affinity for Lands' End (32.44×), Emma Thompson (21.82×), and Microsoft Store (38.8×) over the country average.

04

Where do Armour fans live in Germany?

Armour fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Armour fans also like?

Beyond Armour itself, the audience over-indexes on Emma Thompson (21.82×), Microsoft Store (38.8×), Amy Adams (20×), and IBM (20×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Kids & Family audiences in Germany

See Armour audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Armour. 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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