BAUR Audience in Germany
BAUR has an estimated audience of 4,562,665 people in Germany. 74.2% are female, 25.8% are male, average age 43.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Obi (store), Bonprix, Deichmann, REWE, Gala.
The average BAUR fan in Germany is 43.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Obi (store), Bonprix, Deichmann, with strongest over-indexing on Obi (store) (2.41× the country average). Demographically, the BAUR audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Price Sensitivity, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of BAUR fans
| Metric | Value |
|---|---|
| Female | 74.2% |
| Male | 25.8% |
| Average age | 43.8 |
| Estimated audience size | 4,562,665 |
Audience persona
The typical BAUR fan in Germany is more female, around 43.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Obi (store).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 926,668 | 0.93× |
| Bayern | 726,136 | 0.99× |
| Baden-Württemberg | 562,058 | 0.9× |
| Niedersachsen | 461,642 | 1.04× |
| Hessen | 275,157 | 0.79× |
| Sachsen | 269,409 | 1.2× |
| Rheinland-Pfalz | 253,491 | 1.11× |
| Sachsen-Anhalt | 182,559 | 1.54× |
| Brandenburg | 172,496 | 1.22× |
| Thüringen | 159,656 | 1.37× |
| Schleswig-Holstein | 136,667 | 0.83× |
| Berlin | 120,205 | 0.59× |
| Mecklenburg-Vorpommern | 109,866 | 1.26× |
| Saarland | 57,502 | 1.03× |
| Hamburg | 51,974 | 0.5× |
| Bremen | 26,599 | 0.68× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Obi (store) | 2.41× | Shopping |
| Bonprix | 3.47× | Shopping |
| Deichmann | 2.54× | Shopping |
| REWE | 2.01× | Shopping |
| Gala | 2.13× | News |
| Kaufland | 1.99× | Shopping |
| Price | 2.77× | Shopping |
| Mobile app | 1.9× | Technology & Electronics |
| Witt Weiden | 4.47× | Shopping |
| Europe | 1.64× | Travel & Leisure |
| QVC | 2.85× | Movies & TV |
| Manufacturing | 2.11× | Business & Career |
| Tchibo | 2.57× | Shopping |
| Lidl | 1.76× | Shopping |
| Globus Baumarkt | 1.99× | Shopping |
| Software | 1.54× | Technology & Electronics |
| Deutsche Bahn | 1.86× | Cars & Mobility |
| Ernsting's family | 2.96× | Shopping |
| TK Maxx | 2.02× | Shopping |
| Immowelt | 2.37× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.24 |
| Design Affinity | PREMIUM | 1.23 |
| Community Orientation | OPEN | 1.16 |
| DIY Mentality | THRILL | 1.15 |
| Family Orientation | CONSERVATISM | 1.14 |
| Creativity | OPEN | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 96.1% |
| Switzerland | 1.1% |
| United States | 0.5% |
See BAUR audiences in other countries
More Fashion audiences in Germany
- Amazon.com (18,995,336)
- H&M (17,230,952)
- TK Maxx (13,331,315)
- Primark (10,232,862)
- AliExpress (9,939,464)
Frequently asked questions
How many fans does BAUR have in Germany?
BAUR has an estimated audience of 4,562,665 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of BAUR fans?
74.2% of BAUR fans are female, 25.8% are male, with an average age of 43.8 years.
Which brands do BAUR fans like most?
BAUR fans show strongest brand affinity for Obi (store) (2.41×), Bonprix (3.47×), and Deichmann (2.54×) over the country average.
Where do BAUR fans live in Germany?
BAUR fans in Germany are most concentrated in Nordrhein-Westfalen (reach 926,668), Bayern (reach 726,136), and Baden-Württemberg (reach 562,058). These three regions account for the largest share of the active audience.
What other brands do BAUR fans also like?
Beyond BAUR itself, the audience over-indexes on Bonprix (3.47×), Deichmann (2.54×), REWE (2.01×), and Gala (2.13×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for BAUR. 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.