Home shopping Audience in Germany
A data profile of the people who buy, follow and care about Home shopping in Germany — modelled from more than twelve digital signal sources. Home shopping has an estimated audience of 2,766,774 people in Germany.
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 Pet Ownership, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Home shopping fan in Germany is more female, around 42.8 years old, with strong Pet Ownership tendencies and a notable affinity for Arts and music.
At a glance
The key figures that characterise the Home shopping profile in Germany.
Search interest · 12-month trend
Demographics of Home shopping fans
70.7% are female, 29.3% are male, average age 42.8.
Gender split
| Metric | Value |
|---|---|
| Female | 70.7% |
| Male | 29.3% |
| Average age | 42.8 |
| Estimated audience size | 2,766,774 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 28% |
Worldwide distribution
of the worldwide Home shopping audience comes from Germany.
| Country | Share |
|---|---|
| China | 11.2% |
| Japan | 9.8% |
| United States | 8.3% |
Geography
Where the Home shopping audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sachsen-Anhalt | ~100K | 1.56× | |
| 02 | Brandenburg | ~100K | 1.41× | |
| 03 | Thüringen | ~100K | 1.37× | |
| 04 | Sachsen | ~200K | 1.33× | |
| 05 | Mecklenburg-Vorpommern | ~70K | 1.33× | |
| 06 | Saarland | ~30K | 1.02× | |
| 07 | Niedersachsen | ~300K | 0.97× | |
| 08 | Schleswig-Holstein | ~90K | 0.93× | |
| 09 | Rheinland-Pfalz | ~100K | 0.89× | |
| 10 | Nordrhein-Westfalen | ~500K | 0.85× | |
| 11 | Berlin | ~100K | 0.84× | |
| 12 | Bremen | ~20K | 0.81× | |
| 13 | Bayern | ~400K | 0.80× | |
| 14 | Baden-Württemberg | ~300K | 0.74× | |
| 15 | Hessen | ~200K | 0.73× | |
| 16 | Hamburg | ~50K | 0.73× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Home shopping audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Like button | Internet & Social Media | 7.84× | ||
| 02 | Group buying | Shopping | 6.91× | ||
| 03 | Jejudo | Travel & Leisure | 6.11× | ||
| 04 | Social shopping | Shopping | 5.41× | ||
| 05 | KPop Demon Hunters | Movies & TV | 2.33× | ||
| 06 | Flower | Home & Garden | 1.91× | ||
| 07 | Dog breed | Pets & Animals | 1.89× | ||
| 08 | Primark | Shopping | 1.86× | ||
| 09 | TK Maxx | Shopping | 1.85× | ||
| 10 | CHECK24 | Business & Career | 1.85× | ||
| 11 | Parent | Kids & Family | 1.85× | ||
| 12 | Movies | Movies & TV | 1.78× | ||
| 13 | Women's clothing | Fashion & Accessoires | 1.75× | ||
| 14 | Arts and music | Arts & Culture | 1.74× | ||
| 15 | Men's clothing | Fashion & Accessoires | 1.74× | ||
| 16 | IKEA | Home & Garden | 1.71× | ||
| 17 | Harry Potter | Movies & TV | 1.67× | ||
| 18 | H&M | Shopping | 1.67× | ||
| 19 | Real Madrid C.F. | Sports | 1.63× | ||
| 20 | Lieferando.de | Food & Beverages | 1.62× |
Personality of the Home shopping audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.46× | |
| Design Affinity | PREMIUM | 1.30× | |
| Mindfulness | BALANCE | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.62× | |
| Social Media Usage | JOY | 0.71× | |
| Patriotism | CONSERVATISM | 0.72× |
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 ~500K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
See Home shopping audiences in other countries
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.
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