Ernsting's family Audience in Germany
Ernsting's family has an estimated audience of 6,281,429 people in Germany. 92.1% are female, 7.9% are male, average age 40.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: TK Maxx, Deichmann, Bonprix, Baby food, C&A.
The average Ernsting's family fan in Germany is 40.3 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, Deichmann, Bonprix, with strongest over-indexing on TK Maxx (5.79× the country average). Demographically, the Ernsting's family audience skews more female with an average age of 40.3, 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.
Category: Shopping · Type: Brand
Demographics of Ernsting's family fans
| Metric | Value |
|---|---|
| Female | 92.1% |
| Male | 7.9% |
| Average age | 40.3 |
| Estimated audience size | 6,281,429 |
Audience persona
The typical Ernsting's family fan in Germany is more female, around 40.3 years old, with strong Creativity tendencies and a notable affinity for TK Maxx.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,172,832 | 1.58× |
| Bayern | 1,061,953 | 1.05× |
| Baden-Württemberg | 822,423 | 0.96× |
| Niedersachsen | 657,559 | 1.08× |
| Hessen | 484,420 | 1.01× |
| Brandenburg | 267,217 | 1.37× |
| Sachsen | 253,083 | 0.82× |
| Rheinland-Pfalz | 249,384 | 0.79× |
| Schleswig-Holstein | 214,345 | 0.95× |
| Mecklenburg-Vorpommern | 207,382 | 1.73× |
| Berlin | 202,065 | 0.72× |
| Thüringen | 131,923 | 0.82× |
| Sachsen-Anhalt | 131,025 | 0.81× |
| Hamburg | 119,953 | 0.85× |
| Saarland | 62,643 | 0.81× |
| Bremen | 34,756 | 0.65× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| TK Maxx | 5.79× | Shopping |
| Deichmann | 5.03× | Shopping |
| Bonprix | 5.75× | Shopping |
| Baby food | 5.7× | Kids & Family |
| C&A | 5× | Shopping |
| BabyOne | 8.97× | Kids & Family |
| vertbaudet | 10.96× | Fashion & Accessoires |
| Gala | 3.4× | News |
| Infant bodysuit | 6.33× | Kids & Family |
| Tchibo | 4.27× | Shopping |
| Babywalz | 7.58× | Kids & Family |
| Gute Zeiten, schlechte Zeiten | 3.92× | Movies & TV |
| Barbie | 3.21× | Movies & TV |
| Street One | 5× | Fashion & Accessoires |
| H&M | 2.66× | Shopping |
| Child safety seat | 6.08× | Kids & Family |
| QVC | 4× | Movies & TV |
| Online shopping | 1.98× | Shopping |
| myToys | 9.23× | Shopping |
| Shopping | 1.78× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.31 |
| Family Orientation | CONSERVATISM | 1.25 |
| DIY Mentality | THRILL | 1.21 |
| Price Sensitivity | PREMIUM | 1.11 |
| Healthy Lifestyle | BALANCE | 1.09 |
| Community Orientation | OPEN | 1.05 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 90.2% |
| Austria | 6.4% |
| Netherlands | 0.5% |
See Ernsting's family audiences in other countries
More Shopping audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Ernsting's family have in Germany?
Ernsting's family has an estimated audience of 6,281,429 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Ernsting's family fans?
92.1% of Ernsting's family fans are female, 7.9% are male, with an average age of 40.3 years.
Which brands do Ernsting's family fans like most?
Ernsting's family fans show strongest brand affinity for TK Maxx (5.79×), Deichmann (5.03×), and Bonprix (5.75×) over the country average.
Where do Ernsting's family fans live in Germany?
Ernsting's family fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,172,832), Bayern (reach 1,061,953), and Baden-Württemberg (reach 822,423). These three regions account for the largest share of the active audience.
What other brands do Ernsting's family fans also like?
Beyond Ernsting's family itself, the audience over-indexes on Deichmann (5.03×), Bonprix (5.75×), Baby food (5.7×), and C&A (5×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Ernsting's family. 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.