Rascasse Audience Intelligence

DeutschlandCard Target Market in Germany

A data profile of the people who buy, follow and care about DeutschlandCard in Germany — modelled from more than twelve digital signal sources. DeutschlandCard has an estimated audience of 366,659 people in Germany.

#3among Loyalty card in Germany#1912among Brand in Germany#366in Shopping

The average DeutschlandCard fan in Germany is 38.2 years old, more female, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Niedersachsen.

Top brand affinities include Netto Marken-Discount, QVC, Bauhaus, with strongest over-indexing on Netto Marken-Discount (6.1× the country average).

Demographically, the DeutschlandCard audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.

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

The typical DeutschlandCard fan in Germany is more female, around 38.2 years old, with strong Community Orientation tendencies and a notable affinity for Netto Marken-Discount.

Category: Shopping · Type: Brand · Subtype: Loyalty card

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 DeutschlandCard profile in Germany.

Audience size
367K
in Germany
Gender
59.6%♀
40.4% male
Age
38.2
average years
Country rank
#15019
Brand in Germany
Fig. 01

Search interest · 12-month trend

+12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DeutschlandCard

59.6% are female, 40.4% are male, average age 38.2.

Fig. 02

Gender split

59.6%
Female
40.4%
Male
Demographic split for DeutschlandCard audience in Germany
MetricValue
Female59.6%
Male40.4%
Average age38.2
Estimated audience size366,659
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the DeutschlandCard audience in Germany
Age bracketShare%
16-1920%
20-2922%
30-3919%
40-4923%
50+16%
Fig. 04

Worldwide distribution

93.0%

of the worldwide DeutschlandCard audience comes from Germany.

Worldwide audience distribution share by country for DeutschlandCard
CountryShare
Germany93.0%
United Kingdom1.2%
China1.0%
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 DeutschlandCard audience in Germany is strongest.

Fig. 05

Top regions by affinity

DeutschlandCard customers by region in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~20K2.20×
02Niedersachsen~50K1.56×
03Sachsen~30K1.45×
04Brandenburg~20K1.45×
05Bayern~70K1.21×
06Bremen~3K1.09×
07Thüringen~9K0.95×
08Baden-Württemberg~40K0.92×
09Nordrhein-Westfalen~60K0.82×
10Mecklenburg-Vorpommern~6K0.82×
11Berlin~10K0.73×
12Rheinland-Pfalz~10K0.71×
13Schleswig-Holstein~8K0.63×
14Saarland~2K0.55×
15Hamburg~4K0.52×
16Hessen~10K0.50×
Fig. 06

Affinity by region

Affinity by region — DeutschlandCard, Germany
0.50×1.00×2.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DeutschlandCard audience
#·InterestCategoryAffinity×
01PsychometricsHealth25.75×
02IKEA FamilyShopping24.86×
03SwagbucksShopping24.57×
04MonchhichiKids & Family9.82×
05reisenthelFashion & Accessoires7.81×
06DehnerHome & Garden7.75×
07NordseeFood & Beverages6.97×
08Andy BorgMusic & Radio6.58×
09Netto Marken-DiscountShopping6.10×
10In aller FreundschaftMovies & TV5.97×
11QVCMovies & TV5.64×
12Street OneFashion & Accessoires5.51×
13Storm of LoveMovies & TV5.21×
14Bares für RaresMovies & TV4.56×
15Wetter.comHome & Garden4.44×
16Roland KaiserMusic & Radio4.26×
17BauhausShopping3.74×
18CHECK24Business & Career3.60×
19DeichmannShopping2.97×
20REWEShopping2.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DeutschlandCard 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 DeutschlandCard audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.82×
Convenience OrientationPREMIUM1.80×
Pet OwnershipJOY1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DeutschlandCard audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.49×
Luxury OrientationPREMIUM0.55×
SustainabilityBALANCE0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DeutschlandCard's target market in Germany?

DeutschlandCard's target market in Germany covers an estimated 366,659 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of DeutschlandCard customers?

59.6% of the DeutschlandCard audience are female, 40.4% are male, with an average age of 38.2 years.

03

Which brands do DeutschlandCard fans like most?

DeutschlandCard fans show strongest brand affinity for Netto Marken-Discount (6.1×), QVC (5.64×), and Bauhaus (3.74×) over the country average.

04

Where do DeutschlandCard fans live in Germany?

DeutschlandCard fans in Germany are most concentrated in Bayern (reach ~70K), Nordrhein-Westfalen (reach ~60K), and Niedersachsen (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do DeutschlandCard fans also like?

Beyond DeutschlandCard itself, the audience over-indexes on QVC (5.64×), Bauhaus (3.74×), IKEA Family (24.86×), and reisenthel (7.81×) compared to the Germany average.

Appendix

Explore more audiences

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

More Loyalty card audiences in Germany

See DeutschlandCard audiences in other countries

How to read this data

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