Deichmann Target Market in Germany
A data profile of the people who buy, follow and care about Deichmann in Germany — modelled from more than twelve digital signal sources. Deichmann has an estimated audience of 13,301,512 people in Germany.
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, Ernsting's family, Bonprix, with strongest over-indexing on TK Maxx (5.53× 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, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
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.
At a glance
The key figures that characterise the Deichmann profile in Germany.
Search interest · 12-month trend
Customer demographics of Deichmann
86.6% are female, 13.4% are male, average age 35.6.
Gender split
| Metric | Value |
|---|---|
| Female | 86.6% |
| Male | 13.4% |
| Average age | 35.6 |
| Estimated audience size | 13,301,512 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 26% | |
| 30-39 | 26% | |
| 40-49 | 18% | |
| 50+ | 9% |
Worldwide distribution
of the worldwide Deichmann audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 43.2% |
| Poland | 7.4% |
| Austria | 5.6% |
Geography
Where the Deichmann audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nordrhein-Westfalen | ~3.5M | 1.15× | |
| 02 | Rheinland-Pfalz | ~800K | 1.15× | |
| 03 | Sachsen-Anhalt | ~400K | 1.11× | |
| 04 | Saarland | ~200K | 1.07× | |
| 05 | Baden-Württemberg | ~2M | 1.03× | |
| 06 | Niedersachsen | ~1.5M | 1.03× | |
| 07 | Thüringen | ~300K | 1.03× | |
| 08 | Mecklenburg-Vorpommern | ~300K | 1.00× | |
| 09 | Bayern | ~2M | 0.99× | |
| 10 | Brandenburg | ~400K | 0.99× | |
| 11 | Sachsen | ~600K | 0.97× | |
| 12 | Hessen | ~1M | 0.95× | |
| 13 | Schleswig-Holstein | ~400K | 0.94× | |
| 14 | Hamburg | ~300K | 0.92× | |
| 15 | Berlin | ~500K | 0.84× | |
| 16 | Bremen | ~100K | 0.84× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Deichmann audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ernsting's family | Shopping | 5.77× | ||
| 02 | TK Maxx | Shopping | 5.53× | ||
| 03 | Bonprix | Shopping | 3.94× | ||
| 04 | Alles was zählt | Movies & TV | 3.87× | ||
| 05 | C&A | Shopping | 3.85× | ||
| 06 | Mango | Shopping | 3.83× | ||
| 07 | Gute Zeiten, schlechte Zeiten | Movies & TV | 3.63× | ||
| 08 | Baby food | Kids & Family | 3.50× | ||
| 09 | Primark | Shopping | 3.04× | ||
| 10 | Tchibo | Shopping | 2.80× | ||
| 11 | Rossmann | Shopping | 2.70× | ||
| 12 | H&M | Shopping | 2.42× | ||
| 13 | Müller (company) | Food & Beverages | 2.19× | ||
| 14 | Netto Marken-Discount | Shopping | 1.96× | ||
| 15 | IKEA | Home & Garden | 1.87× | ||
| 16 | Lidl | Shopping | 1.84× | ||
| 17 | Online shopping | Shopping | 1.58× | ||
| 18 | Harry Potter | Movies & TV | 1.55× | ||
| 19 | Shopping | Shopping | 1.54× | ||
| 20 | Beauty | Beauty & Wellness | 1.53× |
Personality of the Deichmann audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.51× | |
| Family Orientation | CONSERVATISM | 1.45× | |
| Price Sensitivity | PREMIUM | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.60× | |
| Early Adopter Mentality | POWER | 0.67× | |
| Need for Security | CONSERVATISM | 0.68× |
Frequently asked questions
Who is Deichmann's target market in Germany?
Deichmann's target market in Germany covers an estimated 13,301,512 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Deichmann customers?
86.6% of the Deichmann audience 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 (5.53×), Ernsting's family (5.77×), and Bonprix (3.94×) over the country average.
Where do Deichmann fans live in Germany?
Deichmann fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~2M). 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 Ernsting's family (5.77×), Bonprix (3.94×), C&A (3.85×), and Gute Zeiten, schlechte Zeiten (3.63×) compared to the Germany average.
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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.
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