A data profile of the people who buy, follow and care about Essay in Germany — modelled from more than twelve digital signal sources. Essay has an estimated audience of 559,982 people in Germany.
Essay has an estimated audience of 559,982 people in Germany. 60.4% are female, 39.6% are male, average age 42.8. Top brand affinities: Dyson, Tchibo, Obi (store), QVC, Bild.
Top brand affinities include Dyson, Tchibo, Obi (store), with strongest over-indexing on Dyson (4.27× the country average).
Demographically, the Essay audience skews more female with an average age of 42.8, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
The typical Essay fan in Germany is more female, around 42.8 years old, with strong DIY Mentality tendencies and a notable affinity for Dyson.
The key figures that characterise the Essay profile in Germany.
60.4% are female, 39.6% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 60.4% |
| Male | 39.6% |
| Average age | 42.8 |
| Estimated audience size | 559,982 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 18% | |
| 30-39 | 24% | |
| 40-49 | 28% | |
| 50+ | 22% |
of the worldwide Essay audience comes from Germany.
| Country | Share |
|---|---|
| United States | 29.5% |
| India | 8.2% |
| Italy | 7.8% |
The strongest cross-interests of the Essay audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dyson | Home & Garden | 4.27× | ||
| 02 | QVC | Movies & TV | 3.18× | ||
| 03 | Ernsting's family | Shopping | 3.01× | ||
| 04 | Tchibo | Shopping | 2.94× | ||
| 05 | Wetter.com | Home & Garden | 2.69× | ||
| 06 | Gute Zeiten, schlechte Zeiten | Movies & TV | 2.59× | ||
| 07 | Let's Dance (German TV series) | Movies & TV | 2.47× | ||
| 08 | Deichmann | Shopping | 2.12× | ||
| 09 | FOCUS Online | News | 2.11× | ||
| 10 | Obi (store) | Shopping | 1.98× | ||
| 11 | Rossmann | Shopping | 1.94× | ||
| 12 | Bild | News | 1.75× | ||
| 13 | Kaufland | Shopping | 1.67× | ||
| 14 | Lidl | Shopping | 1.66× | ||
| 15 | IKEA | Home & Garden | 1.60× | ||
| 16 | Internet & Social Media | 1.54× | |||
| 17 | Mobile app | Technology & Electronics | 1.54× | ||
| 18 | Garden | Home & Garden | 1.52× | ||
| 19 | REWE | Shopping | 1.52× | ||
| 20 | Aldi | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.37× | |
| Quality Awareness | PREMIUM | 1.24× | |
| Creativity | OPEN | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.57× | |
| Risk Appetite | THRILL | 0.57× | |
| Urban Lifestyle | OPEN | 0.63× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Germany who actively search for Essay. 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.
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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