Rascasse Audience Intelligence

DEPOT Target Market in Germany

A data profile of the people who buy, follow and care about DEPOT in Germany — modelled from more than twelve digital signal sources. DEPOT has an estimated audience of 2,026,388 people in Germany.

#404among Brand in Germany#260in Home & Garden

The average DEPOT fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Butlers (company), IKEA, Do it yourself (DIY), with strongest over-indexing on Butlers (company) (37.6× the country average).

Demographically, the DEPOT audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical DEPOT fan in Germany is more female, around 40.9 years old, with strong Design Affinity tendencies and a notable affinity for Butlers (company).

Category: Home & Garden · Type: Brand

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 DEPOT profile in Germany.

Audience size
2M
in Germany
Gender
71.4%♀
28.6% male
Age
40.9
average years
Country rank
#3322
Brand in Germany
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DEPOT

71.4% are female, 28.6% are male, average age 40.9.

Fig. 02

Gender split

71.4%
Female
28.6%
Male
Demographic split for DEPOT audience in Germany
MetricValue
Female71.4%
Male28.6%
Average age40.9
Estimated audience size2,026,388
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the DEPOT audience in Germany
Age bracketShare%
16-1912%
20-2921%
30-3923%
40-4924%
50+20%
Fig. 04

Worldwide distribution

66.5%

of the worldwide DEPOT audience comes from Germany.

Worldwide audience distribution share by country for DEPOT
CountryShare
Germany66.5%
Austria5.4%
United States4.8%
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 DEPOT audience in Germany is strongest.

Fig. 05

Top regions by affinity

DEPOT customers by region in Germany
#RegionReachAffinity×
01Bayern~400K1.26×
02Baden-Württemberg~400K1.25×
03Rheinland-Pfalz~100K1.22×
04Niedersachsen~200K1.07×
05Hamburg~50K1.07×
06Hessen~200K1.05×
07Schleswig-Holstein~80K1.04×
08Nordrhein-Westfalen~400K0.97×
09Mecklenburg-Vorpommern~40K0.95×
10Sachsen~100K0.94×
11Bremen~20K0.92×
12Sachsen-Anhalt~50K0.91×
13Brandenburg~60K0.90×
14Thüringen~50K0.88×
15Saarland~20K0.88×
16Berlin~70K0.74×
Fig. 06

Affinity by region

Affinity by region — DEPOT, Germany
0.74×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DEPOT audience
#·InterestCategoryAffinity×
01Butlers (company)Shopping37.60×
02AnthropologieShopping6.17×
03PandoraFashion & Accessoires3.39×
04MattressHome & Garden3.31×
05Unique GiftsShopping3.09×
06HouseplantHome & Garden3.04×
07Starter homeHome & Garden3.02×
08KitchenwareHome & Garden2.83×
09Danish designHome & Garden2.83×
10EtsyFashion & Accessoires2.81×
11HandmadeHome & Garden2.57×
12Ornamental plantHome & Garden2.48×
13IKEAHome & Garden2.31×
14KitchenHome & Garden2.25×
15Do it yourself (DIY)Home & Garden2.04×
16Home improvementHome & Garden1.80×
17NatureHome & Garden1.63×
18FamilyKids & Family1.61×
19Netto Marken-DiscountShopping1.52×
20Luxury goodsFashion & Accessoires1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DEPOT 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 DEPOT audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.43×
Quality AwarenessPREMIUM1.81×
SustainabilityBALANCE1.71×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DEPOT audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.91×
Career OrientationPOWER0.97×
Need for SecurityCONSERVATISM0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DEPOT's target market in Germany?

DEPOT's target market in Germany covers an estimated 2,026,388 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of DEPOT customers?

71.4% of the DEPOT audience are female, 28.6% are male, with an average age of 40.9 years.

03

Which brands do DEPOT fans like most?

DEPOT fans show strongest brand affinity for Butlers (company) (37.6×), IKEA (2.31×), and Do it yourself (DIY) (2.04×) over the country average.

04

Where do DEPOT fans live in Germany?

DEPOT fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do DEPOT fans also like?

Beyond DEPOT itself, the audience over-indexes on IKEA (2.31×), Do it yourself (DIY) (2.04×), Kitchen (2.25×), and Etsy (2.81×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See DEPOT audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for DEPOT. 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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