Deichmann Audience in Germany
Deichmann has an estimated audience of 8,649,374 people in Germany. 86.6% are female, 13.4% are male, average age 35.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Coworking, Rossmann, Home Office, Food allergy, Saving.
The average Deichmann fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Coworking, Rossmann, Home Office, with strongest over-indexing on Coworking (13.98× the country average). Demographically, the Deichmann audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Creativity, 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: Brand · Subtype: Footwear shop
Demographics of Deichmann fans
| Metric | Value |
|---|---|
| Female | 86.6% |
| Male | 13.4% |
| Average age | 35.6 |
| Estimated audience size | 8,649,374 |
Audience persona
The typical Deichmann fan in Germany is more female, around 35.6 years old, with strong Creativity tendencies and a notable affinity for Coworking.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,302,482 | 1.13× |
| Bayern | 2,038,334 | 0.95× |
| Baden-Württemberg | 1,777,569 | 0.98× |
| Niedersachsen | 1,301,629 | 1.01× |
| Hessen | 921,223 | 0.91× |
| Rheinland-Pfalz | 763,674 | 1.15× |
| Sachsen | 698,335 | 1.07× |
| Berlin | 486,832 | 0.82× |
| Brandenburg | 448,799 | 1.09× |
| Schleswig-Holstein | 431,955 | 0.9× |
| Sachsen-Anhalt | 412,951 | 1.2× |
| Thüringen | 371,827 | 1.1× |
| Hamburg | 263,881 | 0.88× |
| Mecklenburg-Vorpommern | 247,130 | 0.97× |
| Saarland | 171,591 | 1.05× |
| Bremen | 90,132 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Coworking | 13.98× | Business & Career |
| Rossmann | 2.42× | Shopping |
| Home Office | 3.41× | Business & Career |
| Food allergy | 11.19× | Health |
| Saving | 2.28× | Business & Career |
| Gil Ofarim | 1.51× | Music & Radio |
| Stradivarius | 1.79× | Shopping |
| Bank account | 3.09× | Business & Career |
| Time (magazine) | 2.12× | News |
| Mothercare | 1.94× | Kids & Family |
| Buddy – The Buddy Holly Story | 4.4× | Music & Radio |
| Space Battleship Yamato | 19.31× | Movies & TV |
| Fantasy Earth: Zero | 5.51× | Games |
| Corfu (regional unit) | 2.36× | Travel & Leisure |
| Liberace | 4.4× | Music & Radio |
| Picnic | 2.65× | Kids & Family |
| Building insulation | 3.02× | Home & Garden |
| Este, Veneto | 1.64× | Travel & Leisure |
| Henley shirt | 3.17× | Fashion & Accessoires |
| Alaska | 2.06× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.33 |
| DIY Mentality | THRILL | 1.28 |
| Family Orientation | CONSERVATISM | 1.27 |
| Price Sensitivity | PREMIUM | 1.26 |
| Pet Ownership | JOY | 1.2 |
| Community Orientation | OPEN | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 34.7% |
| Poland | 8.9% |
| United Kingdom | 6.6% |
See Deichmann audiences in other countries
More Footwear shop audiences in Germany
- Journeys (264,545)
- mirapodo (234,471)
- Sapatos (10,064)
- Hibbett Sports (2,903)
- Marc Fisher (2,542)
Frequently asked questions
How many fans does Deichmann have in Germany?
Deichmann has an estimated audience of 8,649,374 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Deichmann fans?
86.6% of Deichmann fans are female, 13.4% are male, with an average age of 35.6 years.
Which brands do Deichmann fans like most?
Deichmann fans show strongest brand affinity for Coworking (13.98×), Rossmann (2.42×), and Home Office (3.41×) over the country average.
Where do Deichmann fans live in Germany?
Deichmann fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,302,482), Bayern (reach 2,038,334), and Baden-Württemberg (reach 1,777,569). These three regions account for the largest share of the active audience.
What other brands do Deichmann fans also like?
Beyond Deichmann itself, the audience over-indexes on Rossmann (2.42×), Home Office (3.41×), Food allergy (11.19×), and Saving (2.28×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Deichmann. 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.