Hat Audience in Germany
Hat has an estimated audience of 1,977,177 people in Germany. 57.4% are female, 42.6% are male, average age 40.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Snapback (hat), Door, Brick, Concrete, Roof.
The average Hat fan in Germany is 40.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Snapback (hat), Door, Brick, with strongest over-indexing on Snapback (hat) (14.77× the country average). Demographically, the Hat audience skews more female with an average age of 40.1, and over-indexes on personality traits such as DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Hat fans
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 40.1 |
| Estimated audience size | 1,977,177 |
Audience persona
The typical Hat fan in Germany is more female, around 40.1 years old, with strong DIY Mentality tendencies and a notable affinity for Snapback (hat).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 468,036 | 1.08× |
| Bayern | 338,123 | 1.06× |
| Baden-Württemberg | 275,374 | 1.02× |
| Niedersachsen | 231,768 | 1.21× |
| Hessen | 162,049 | 1.08× |
| Berlin | 117,377 | 1.33× |
| Rheinland-Pfalz | 94,483 | 0.95× |
| Sachsen | 87,433 | 0.9× |
| Schleswig-Holstein | 61,654 | 0.87× |
| Brandenburg | 54,435 | 0.89× |
| Hamburg | 52,404 | 1.17× |
| Sachsen-Anhalt | 48,647 | 0.95× |
| Thüringen | 42,288 | 0.84× |
| Mecklenburg-Vorpommern | 29,596 | 0.78× |
| Saarland | 22,386 | 0.92× |
| Bremen | 15,960 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Snapback (hat) | 14.77× | Fashion & Accessoires |
| Door | 6.42× | Home & Garden |
| Brick | 8.77× | Home & Garden |
| Concrete | 6.23× | Home & Garden |
| Roof | 6.62× | Home & Garden |
| Germany | 1.54× | Travel & Leisure |
| Plumbing | 4.04× | Home & Garden |
| Design | 1.53× | Home & Garden |
| Beauty | 1.55× | Beauty & Wellness |
| Business | 1.57× | Business & Career |
| Discount stores | 1.66× | Shopping |
| House | 2.17× | Home & Garden |
| Real estate | 1.9× | Business & Career |
| Family | 1.66× | Kids & Family |
| Politics and social issues | 1.53× | Politics & Society |
| Automobiles | 1.68× | Cars & Mobility |
| Photography | 1.69× | Arts & Culture |
| Nature | 1.78× | Home & Garden |
| Home improvement | 1.81× | Home & Garden |
| YouTube | 1.5× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.69 |
| Design Affinity | PREMIUM | 1.66 |
| Sports Activity | POWER | 1.57 |
| Creativity | OPEN | 1.45 |
| Sustainability | BALANCE | 1.44 |
| Healthy Lifestyle | BALANCE | 1.38 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.9% |
| Italy | 10.0% |
| Brazil | 6.4% |
See Hat audiences in other countries
More Fashion & Accessoires audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Hat have in Germany?
Hat has an estimated audience of 1,977,177 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hat fans?
57.4% of Hat fans are female, 42.6% are male, with an average age of 40.1 years.
Which brands do Hat fans like most?
Hat fans show strongest brand affinity for Snapback (hat) (14.77×), Door (6.42×), and Brick (8.77×) over the country average.
Where do Hat fans live in Germany?
Hat fans in Germany are most concentrated in Nordrhein-Westfalen (reach 468,036), Bayern (reach 338,123), and Baden-Württemberg (reach 275,374). These three regions account for the largest share of the active audience.
What other brands do Hat fans also like?
Beyond Hat itself, the audience over-indexes on Door (6.42×), Brick (8.77×), Concrete (6.23×), and Roof (6.62×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hat. 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.