Rascasse Audience Intelligence

Comparison shopping website Audience in Germany

A data profile of the people who buy, follow and care about Comparison shopping website in Germany — modelled from more than twelve digital signal sources. Comparison shopping website has an estimated audience of 4,367,588 people in Germany.

#38among Touchpoint in Germany#73in Shopping

The average Comparison shopping website fan in Germany is 36.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Idealo, Black Friday (shopping), Black Friday, with strongest over-indexing on Idealo (5.22× the country average).

Demographically, the Comparison shopping website audience skews more male with an average age of 36.8, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality.

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

The typical Comparison shopping website fan in Germany is more male, around 36.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Idealo.

Category: Shopping · Type: Touchpoint

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 Comparison shopping website profile in Germany.

Audience size
4.4M
in Germany
Gender
41.3%♀
58.7% male
Age
36.8
average years
Country rank
#1315
Touchpoint in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Comparison shopping website fans

41.3% are female, 58.7% are male, average age 36.8.

Fig. 02

Gender split

41.3%
Female
58.7%
Male
Demographic split for Comparison shopping website audience in Germany
MetricValue
Female41.3%
Male58.7%
Average age36.8
Estimated audience size4,367,588
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Comparison shopping website audience in Germany
Age bracketShare%
16-1924%
20-2921%
30-3921%
40-4921%
50+13%
Fig. 04

Worldwide distribution

30.4%

of the worldwide Comparison shopping website audience comes from Germany.

Worldwide audience distribution share by country for Comparison shopping website
CountryShare
Germany30.4%
Italy26.2%
Spain14.1%
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 Comparison shopping website audience in Germany is strongest.

Fig. 05

Top regions by affinity

Comparison shopping website fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~50K1.35×
02Saarland~70K1.24×
03Thüringen~100K1.10×
04Mecklenburg-Vorpommern~90K1.10×
05Sachsen-Anhalt~100K1.07×
06Brandenburg~100K1.02×
07Sachsen~200K0.97×
08Rheinland-Pfalz~200K0.94×
09Schleswig-Holstein~100K0.94×
10Hamburg~90K0.94×
11Berlin~200K0.87×
12Hessen~300K0.84×
13Niedersachsen~400K0.83×
14Baden-Württemberg~500K0.80×
15Bayern~600K0.78×
16Nordrhein-Westfalen~700K0.75×
Fig. 06

Affinity by region

Affinity by region — Comparison shopping website, Germany
0.75×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Comparison shopping website audience
#·InterestCategoryAffinity×
01IdealoShopping5.22×
02Black Friday DealsShopping4.17×
03Black FridayShopping3.96×
04KaufDaShopping2.86×
05Black Friday (shopping)Shopping2.76×
06WunschgutscheinShopping2.49×
07BAURShopping2.39×
08Cyber MondayShopping2.38×
09VerivoxBusiness & Career2.38×
10Sarah EngelsMovies & TV2.22×
11BonprixShopping1.86×
12Ernsting's familyShopping1.82×
13Petrol engineCars & Mobility1.76×
14About YouShopping1.65×
15Hardware storeHome & Garden1.64×
16CHECK24Business & Career1.61×
17TK MaxxShopping1.60×
18AutoScout24Cars & Mobility1.55×
19Škoda AutoCars & Mobility1.54×
20BauhausShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Comparison shopping website 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 Comparison shopping website audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.51×
DIY MentalityTHRILL1.26×
Family OrientationCONSERVATISM1.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Comparison shopping website audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.51×
Community OrientationOPEN0.68×
Urban LifestyleOPEN0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Comparison shopping website have in Germany?

Comparison shopping website has an estimated audience of 4,367,588 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Comparison shopping website fans?

41.3% of Comparison shopping website fans are female, 58.7% are male, with an average age of 36.8 years.

03

Which brands do Comparison shopping website fans like most?

Comparison shopping website fans show strongest brand affinity for Idealo (5.22×), Black Friday (shopping) (2.76×), and Black Friday (3.96×) over the country average.

04

Where do Comparison shopping website fans live in Germany?

Comparison shopping website fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Comparison shopping website fans also like?

Beyond Comparison shopping website itself, the audience over-indexes on Black Friday (shopping) (2.76×), Black Friday (3.96×), Wunschgutschein (2.49×), and Black Friday Deals (4.17×) compared to the Germany average.

Appendix

Explore more audiences

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

More Shopping audiences in Germany

See Comparison shopping website audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Comparison shopping website. 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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