Famila Audience in Germany
Famila has an estimated audience of 4,717,555 people in Germany. 58.9% are female, 41.1% are male, average age 41.9. Top regions: Schleswig-Holstein, Niedersachsen, Hamburg. Top brand affinities: International University of Business Agriculture and Technology, Gil Ofarim, Progressive rock, Emil Nolde, Durban University of Technology.
The average Famila fan in Germany is 41.9 years old, more female, and lives primarily in Schleswig-Holstein. The audience is concentrated in Schleswig-Holstein, Niedersachsen, Hamburg. Top brand affinities include International University of Business Agriculture and Technology, Gil Ofarim, Progressive rock, with strongest over-indexing on International University of Business Agriculture and Technology (8.95× the country average). Demographically, the Famila audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Price Sensitivity, Indulgence. 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 Famila fans
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 41.9 |
| Estimated audience size | 4,717,555 |
Audience persona
The typical Famila fan in Germany is more female, around 41.9 years old, with strong Price Sensitivity tendencies and a notable affinity for International University of Business Agriculture and Technology.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Schleswig-Holstein | 1,400,485 | 8.27× |
| Niedersachsen | 757,773 | 1.65× |
| Hamburg | 256,741 | 2.41× |
| Mecklenburg-Vorpommern | 198,177 | 2.2× |
| Nordrhein-Westfalen | 137,335 | 0.13× |
| Brandenburg | 54,882 | 0.38× |
| Berlin | 34,935 | 0.17× |
| Bayern | 32,315 | 0.04× |
| Baden-Württemberg | 29,094 | 0.05× |
| Hessen | 26,626 | 0.07× |
| Bremen | 16,381 | 0.41× |
| Sachsen | 12,171 | 0.05× |
| Rheinland-Pfalz | 10,060 | 0.04× |
| Sachsen-Anhalt | 8,122 | 0.07× |
| Thüringen | 4,946 | 0.04× |
| Saarland | 1,466 | 0.03× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| International University of Business Agriculture and Technology | 8.95× | Business & Career |
| Gil Ofarim | 1.83× | Music & Radio |
| Progressive rock | 2.12× | Music & Radio |
| Emil Nolde | 5.08× | Arts & Culture |
| Durban University of Technology | 4.59× | Business & Career |
| Corfu (regional unit) | 2.86× | Travel & Leisure |
| Home Delivery | 2.33× | Food & Beverages |
| The Hunt (2012 film) | 2.23× | Movies & TV |
| Volvo V60 | 2.26× | Cars & Mobility |
| Theocracy | 4.24× | Music & Radio |
| Figure painting (hobby) | 1.59× | Arts & Culture |
| Homesteading | 2.39× | Home & Garden |
| Keeper (password manager) | 1.6× | Technology & Electronics |
| Curcuma | 1.79× | Food & Beverages |
| Therme Erding | 1.71× | Travel & Leisure |
| Jersey (fabric) | 1.85× | Fashion & Accessoires |
| Sinister (band) | 4.46× | Music & Radio |
| Humans (TV series) | 1.8× | Movies & TV |
| Esra Erol | 1.92× | Movies & TV |
| Weimar Republic | 1.8× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.64 |
| Indulgence | JOY | 1.34 |
| Convenience Orientation | PREMIUM | 1.16 |
| Family Orientation | CONSERVATISM | 1.15 |
| Tradition | CONSERVATISM | 1.09 |
| Sports Activity | POWER | 1.04 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 61.0% |
| Italy | 36.2% |
| Croatia | 0.4% |
See Famila 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 Famila have in Germany?
Famila has an estimated audience of 4,717,555 people in Germany, concentrated in Schleswig-Holstein and Niedersachsen.
What is the gender split and age of Famila fans?
58.9% of Famila fans are female, 41.1% are male, with an average age of 41.9 years.
Which brands do Famila fans like most?
Famila fans show strongest brand affinity for International University of Business Agriculture and Technology (8.95×), Gil Ofarim (1.83×), and Progressive rock (2.12×) over the country average.
Where do Famila fans live in Germany?
Famila fans in Germany are most concentrated in Schleswig-Holstein (reach 1,400,485), Niedersachsen (reach 757,773), and Hamburg (reach 256,741). These three regions account for the largest share of the active audience.
What other brands do Famila fans also like?
Beyond Famila itself, the audience over-indexes on Gil Ofarim (1.83×), Progressive rock (2.12×), Emil Nolde (5.08×), and Durban University of Technology (4.59×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Famila. 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.