DeutschlandCard Audience in Germany
DeutschlandCard has an estimated audience of 352,715 people in Germany. 59.6% are female, 40.4% are male, average age 38.2. Top regions: Bayern, Nordrhein-Westfalen, Niedersachsen. Top brand affinities: Netto Marken-Discount, Wetter.com, QVC, Bauhaus, IKEA Family.
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, Wetter.com, QVC, 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 LGBTQ+ Identity, Price Sensitivity. 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: Loyalty card
Demographics of DeutschlandCard fans
| Metric | Value |
|---|---|
| Female | 59.6% |
| Male | 40.4% |
| Average age | 38.2 |
| Estimated audience size | 352,715 |
Audience persona
The typical DeutschlandCard fan in Germany is more female, around 38.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Netto Marken-Discount.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 71,214 | 1.26× |
| Nordrhein-Westfalen | 64,661 | 0.84× |
| Niedersachsen | 55,100 | 1.61× |
| Baden-Württemberg | 44,936 | 0.93× |
| Sachsen | 25,894 | 1.5× |
| Sachsen-Anhalt | 20,330 | 2.22× |
| Brandenburg | 16,146 | 1.48× |
| Hessen | 12,940 | 0.48× |
| Rheinland-Pfalz | 12,095 | 0.68× |
| Berlin | 11,551 | 0.73× |
| Thüringen | 8,098 | 0.9× |
| Schleswig-Holstein | 7,642 | 0.6× |
| Mecklenburg-Vorpommern | 5,225 | 0.78× |
| Hamburg | 3,898 | 0.49× |
| Bremen | 3,056 | 1.01× |
| Saarland | 2,105 | 0.49× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Netto Marken-Discount | 6.1× | Shopping |
| Wetter.com | 4.44× | Home & Garden |
| QVC | 5.64× | Movies & TV |
| Bauhaus | 3.74× | Shopping |
| IKEA Family | 24.86× | Shopping |
| Dehner | 7.75× | Home & Garden |
| Monchhichi | 9.82× | Kids & Family |
| reisenthel | 7.81× | Fashion & Accessoires |
| Nordsee | 6.97× | Food & Beverages |
| Psychometrics | 25.75× | Health |
| Storm of Love | 5.21× | Movies & TV |
| CHECK24 | 3.6× | Business & Career |
| In aller Freundschaft | 5.97× | Movies & TV |
| Andy Borg | 6.58× | Music & Radio |
| Street One | 5.51× | Fashion & Accessoires |
| Aral AG | 3.18× | Cars & Mobility |
| Roland Kaiser | 4.26× | Music & Radio |
| Swagbucks | 24.57× | Shopping |
| REWE | 2.57× | Shopping |
| Gala | 2.81× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.56 |
| Price Sensitivity | PREMIUM | 1.33 |
| DIY Mentality | THRILL | 1.32 |
| Community Orientation | OPEN | 1.31 |
| Pet Ownership | JOY | 1.25 |
| Family Orientation | CONSERVATISM | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 92.7% |
| United Kingdom | 1.3% |
| China | 1.1% |
See DeutschlandCard audiences in other countries
More Loyalty card audiences in Germany
- Payback (4,579,865)
- Miles & More (1,693,916)
- IKEA Family (323,846)
- Swagbucks (221,102)
- ShopBack (65,717)
Frequently asked questions
How many fans does DeutschlandCard have in Germany?
DeutschlandCard has an estimated audience of 352,715 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of DeutschlandCard fans?
59.6% of DeutschlandCard fans are female, 40.4% are male, with an average age of 38.2 years.
Which brands do DeutschlandCard fans like most?
DeutschlandCard fans show strongest brand affinity for Netto Marken-Discount (6.1×), Wetter.com (4.44×), and QVC (5.64×) over the country average.
Where do DeutschlandCard fans live in Germany?
DeutschlandCard fans in Germany are most concentrated in Bayern (reach 71,214), Nordrhein-Westfalen (reach 64,661), and Niedersachsen (reach 55,100). These three regions account for the largest share of the active audience.
What other brands do DeutschlandCard fans also like?
Beyond DeutschlandCard itself, the audience over-indexes on Wetter.com (4.44×), QVC (5.64×), Bauhaus (3.74×), and IKEA Family (24.86×) compared to the Germany average.
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.