Home shopping Audience in Germany
Home shopping has an estimated audience of 2,766,774 people in Germany. 70.7% are female, 29.3% are male, average age 42.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Arts and music, Movies, Harry Potter, Group buying, Like button.
The average Home shopping fan in Germany is 42.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Arts and music, Movies, Harry Potter, with strongest over-indexing on Arts and music (1.74× the country average). Demographically, the Home shopping audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Price Sensitivity, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Home shopping fans
| Metric | Value |
|---|---|
| Female | 70.7% |
| Male | 29.3% |
| Average age | 42.8 |
| Estimated audience size | 2,766,774 |
Audience persona
The typical Home shopping fan in Germany is more female, around 42.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Arts and music.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 555,816 | 0.92× |
| Bayern | 394,812 | 0.89× |
| Baden-Württemberg | 324,540 | 0.86× |
| Niedersachsen | 305,848 | 1.14× |
| Hessen | 169,120 | 0.8× |
| Rheinland-Pfalz | 147,858 | 1.07× |
| Sachsen | 132,570 | 0.98× |
| Brandenburg | 109,673 | 1.28× |
| Schleswig-Holstein | 106,473 | 1.07× |
| Sachsen-Anhalt | 88,470 | 1.23× |
| Berlin | 88,212 | 0.71× |
| Thüringen | 84,547 | 1.2× |
| Mecklenburg-Vorpommern | 65,653 | 1.24× |
| Hamburg | 45,914 | 0.73× |
| Saarland | 38,917 | 1.15× |
| Bremen | 17,316 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Arts and music | 1.74× | Arts & Culture |
| Movies | 1.78× | Movies & TV |
| Harry Potter | 1.67× | Movies & TV |
| Group buying | 6.91× | Shopping |
| Like button | 7.84× | Internet & Social Media |
| IKEA | 1.71× | Home & Garden |
| Social shopping | 5.41× | Shopping |
| Yahoo!ショッピング | 2.2× | |
| H&M | 1.67× | Shopping |
| Women's clothing | 1.75× | Fashion & Accessoires |
| TK Maxx | 1.85× | Shopping |
| Flower | 1.91× | Home & Garden |
| CHECK24 | 1.85× | Business & Career |
| Lieferando.de | 1.62× | Food & Beverages |
| Parent | 1.85× | Kids & Family |
| Dog breed | 1.89× | Pets & Animals |
| Primark | 1.86× | Shopping |
| Real Madrid C.F. | 1.63× | Sports |
| Jejudo | 6.11× | Travel & Leisure |
| Men's clothing | 1.74× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.89 |
| Design Affinity | PREMIUM | 1.3 |
| Pet Ownership | JOY | 1.19 |
| Healthy Lifestyle | BALANCE | 1.17 |
| Indulgence | JOY | 1.17 |
| LGBTQ+ Identity | OPEN | 1.06 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 11.2% |
| Japan | 9.8% |
| United States | 8.3% |
See Home shopping audiences in other countries
More Shopping audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Home shopping have in Germany?
Home shopping has an estimated audience of 2,766,774 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Home shopping fans?
70.7% of Home shopping fans are female, 29.3% are male, with an average age of 42.8 years.
Which brands do Home shopping fans like most?
Home shopping fans show strongest brand affinity for Arts and music (1.74×), Movies (1.78×), and Harry Potter (1.67×) over the country average.
Where do Home shopping fans live in Germany?
Home shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach 555,816), Bayern (reach 394,812), and Baden-Württemberg (reach 324,540). These three regions account for the largest share of the active audience.
What other brands do Home shopping fans also like?
Beyond Home shopping itself, the audience over-indexes on Movies (1.78×), Harry Potter (1.67×), Group buying (6.91×), and Like button (7.84×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Home shopping. 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.