Big-box store Audience in Germany
Big-box store has an estimated audience of 1,741,388 people in Germany. 70.5% are female, 29.5% are male, average age 44.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Ernsting's family, Tagesschau, Deichmann, Satire, IKEA.
The average Big-box store fan in Germany is 44.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Ernsting's family, Tagesschau, Deichmann, with strongest over-indexing on Ernsting's family (5.75× the country average). Demographically, the Big-box store audience skews more female with an average age of 44.5, and over-indexes on personality traits such as Family Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Big-box store fans
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 44.5 |
| Estimated audience size | 1,741,388 |
Audience persona
The typical Big-box store fan in Germany is more female, around 44.5 years old, with strong Family Orientation tendencies and a notable affinity for Ernsting's family.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 146,623 | 0.38× |
| Bayern | 136,368 | 0.49× |
| Baden-Württemberg | 103,867 | 0.44× |
| Rheinland-Pfalz | 96,649 | 1.11× |
| Niedersachsen | 88,555 | 0.52× |
| Hessen | 88,501 | 0.67× |
| Sachsen | 77,090 | 0.9× |
| Berlin | 74,063 | 0.95× |
| Brandenburg | 70,223 | 1.3× |
| Schleswig-Holstein | 55,184 | 0.88× |
| Hamburg | 54,470 | 1.38× |
| Mecklenburg-Vorpommern | 51,829 | 1.56× |
| Sachsen-Anhalt | 50,511 | 1.12× |
| Thüringen | 43,341 | 0.98× |
| Saarland | 29,441 | 1.38× |
| Bremen | 28,892 | 1.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ernsting's family | 5.75× | Shopping |
| Tagesschau | 2.8× | Movies & TV |
| Deichmann | 3.6× | Shopping |
| Satire | 5.73× | Literature |
| IKEA | 2.59× | Home & Garden |
| C&A | 3.51× | Shopping |
| Hygiene | 3.37× | Beauty & Wellness |
| Rossmann | 2.56× | Shopping |
| Family | 1.98× | Kids & Family |
| Gute Zeiten, schlechte Zeiten | 3.11× | Movies & TV |
| Obi (store) | 2.06× | Shopping |
| Tchibo | 2.85× | Shopping |
| Lidl | 1.9× | Shopping |
| Pets | 1.59× | Pets & Animals |
| Ready-to-assemble furniture | 5.54× | Home & Garden |
| myToys | 6.82× | Shopping |
| Netto Marken-Discount | 1.9× | Shopping |
| H&M | 1.87× | Shopping |
| Storm of Love | 3.19× | Movies & TV |
| TK Maxx | 2.12× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.6 |
| DIY Mentality | THRILL | 1.47 |
| Pet Ownership | JOY | 1.44 |
| Design Affinity | PREMIUM | 1.38 |
| LGBTQ+ Identity | OPEN | 1.37 |
| Price Sensitivity | PREMIUM | 1.35 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.0% |
| Italy | 9.2% |
| United Kingdom | 8.0% |
See Big-box store audiences in other countries
More Shopping audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Big-box store have in Germany?
Big-box store has an estimated audience of 1,741,388 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Big-box store fans?
70.5% of Big-box store fans are female, 29.5% are male, with an average age of 44.5 years.
Which brands do Big-box store fans like most?
Big-box store fans show strongest brand affinity for Ernsting's family (5.75×), Tagesschau (2.8×), and Deichmann (3.6×) over the country average.
Where do Big-box store fans live in Germany?
Big-box store fans in Germany are most concentrated in Nordrhein-Westfalen (reach 146,623), Bayern (reach 136,368), and Baden-Württemberg (reach 103,867). These three regions account for the largest share of the active audience.
What other brands do Big-box store fans also like?
Beyond Big-box store itself, the audience over-indexes on Tagesschau (2.8×), Deichmann (3.6×), Satire (5.73×), and IKEA (2.59×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Big-box store. 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.