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: TK Maxx, RTL Television, Ernsting's family, Rossmann, Ariana Grande.
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 TK Maxx, RTL Television, Ernsting's family, with strongest over-indexing on TK Maxx (5× 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 TK Maxx.
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 |
|---|---|---|
| TK Maxx | 5× | Shopping |
| RTL Television | 5.44× | Movies & TV |
| Ernsting's family | 5.48× | Shopping |
| Rossmann | 2.83× | Shopping |
| Ariana Grande | 5.73× | Music & Radio |
| Western Union | 4.47× | Business & Career |
| C&A | 3.28× | Shopping |
| Gute Zeiten, schlechte Zeiten | 3.41× | Movies & TV |
| Primark | 3.09× | Shopping |
| H&M | 2.37× | Shopping |
| Storm of Love | 3.65× | Movies & TV |
| IHF World Men's Handball Championship | 3.3× | Sports |
| REWE | 1.91× | Shopping |
| BabyOne | 5.08× | Kids & Family |
| Pets | 1.58× | Pets & Animals |
| Family | 1.76× | Kids & Family |
| Rosario Dawson | 12.58× | Movies & TV |
| Wetter.com | 2.12× | Home & Garden |
| Pa Sports | 16.36× | Music & Radio |
| BAUR | 3.76× | Shopping |
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
- Görtz (377,367)
- Journeys (264,545)
- mirapodo (234,471)
- Sapatos (10,064)
- Hibbett Sports (2,903)
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 TK Maxx (5×), RTL Television (5.44×), and Ernsting's family (5.48×) 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 RTL Television (5.44×), Ernsting's family (5.48×), Rossmann (2.83×), and Ariana Grande (5.73×) 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.