Idealo Target Market in Germany
A data profile of the people who buy, follow and care about Idealo in Germany — modelled from more than twelve digital signal sources. Idealo has an estimated audience of 8,572,454 people in Germany.
The average Idealo fan in Germany is 40.4 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Black Friday (shopping), Obi (store), Bauhaus, with strongest over-indexing on Black Friday (shopping) (2.58× the country average).
Demographically, the Idealo audience skews more male with an average age of 40.4, and over-indexes on personality traits such as DIY Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Idealo fan in Germany is more male, around 40.4 years old, with strong DIY Mentality tendencies and a notable affinity for Black Friday (shopping).
At a glance
The key figures that characterise the Idealo profile in Germany.
Search interest · 12-month trend
Customer demographics of Idealo
40.8% are female, 59.2% are male, average age 40.4.
Gender split
| Metric | Value |
|---|---|
| Female | 40.8% |
| Male | 59.2% |
| Average age | 40.4 |
| Estimated audience size | 8,572,454 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 19% |
Geography
Where the Idealo audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baden-Württemberg | ~1.5M | 1.12× | |
| 02 | Bayern | ~1.5M | 1.10× | |
| 03 | Nordrhein-Westfalen | ~2M | 1.09× | |
| 04 | Rheinland-Pfalz | ~500K | 1.09× | |
| 05 | Thüringen | ~200K | 1.09× | |
| 06 | Niedersachsen | ~900K | 1.06× | |
| 07 | Hessen | ~700K | 1.05× | |
| 08 | Sachsen | ~400K | 1.04× | |
| 09 | Brandenburg | ~300K | 1.04× | |
| 10 | Saarland | ~100K | 0.98× | |
| 11 | Schleswig-Holstein | ~300K | 0.96× | |
| 12 | Sachsen-Anhalt | ~200K | 0.95× | |
| 13 | Berlin | ~300K | 0.91× | |
| 14 | Mecklenburg-Vorpommern | ~100K | 0.88× | |
| 15 | Hamburg | ~200K | 0.82× | |
| 16 | Bremen | ~60K | 0.82× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Idealo audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BAUR | Shopping | 2.62× | ||
| 02 | Black Friday (shopping) | Shopping | 2.58× | ||
| 03 | Black Friday | Shopping | 2.48× | ||
| 04 | toom Baumarkt | Shopping | 2.08× | ||
| 05 | Ernsting's family | Shopping | 2.02× | ||
| 06 | Bonprix | Shopping | 1.90× | ||
| 07 | Cyber Monday | Shopping | 1.90× | ||
| 08 | Petrol engine | Cars & Mobility | 1.84× | ||
| 09 | Hardware store | Home & Garden | 1.83× | ||
| 10 | CHECK24 | Business & Career | 1.67× | ||
| 11 | Obi (store) | Shopping | 1.65× | ||
| 12 | Bauhaus | Shopping | 1.65× | ||
| 13 | Price | Shopping | 1.63× | ||
| 14 | Digital distribution | Business & Career | 1.60× | ||
| 15 | QVC | Movies & TV | 1.60× | ||
| 16 | Škoda Auto | Cars & Mobility | 1.58× | ||
| 17 | EBay | Shopping | 1.57× | ||
| 18 | AutoScout24 | Cars & Mobility | 1.56× | ||
| 19 | FRITZ!Box | Technology & Electronics | 1.55× | ||
| 20 | Hagebaumarkt | Shopping | 1.54× |
Personality of the Idealo 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 |
|---|---|---|---|
| DIY Mentality | THRILL | 1.30× | |
| Price Sensitivity | PREMIUM | 1.18× | |
| Family Orientation | CONSERVATISM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.64× | |
| Community Orientation | OPEN | 0.65× | |
| Sustainability | BALANCE | 0.68× |
Frequently asked questions
Who is Idealo's target market in Germany?
Idealo's target market in Germany covers an estimated 8,572,454 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Idealo customers?
40.8% of the Idealo audience are female, 59.2% are male, with an average age of 40.4 years.
Which brands do Idealo fans like most?
Idealo fans show strongest brand affinity for Black Friday (shopping) (2.58×), Obi (store) (1.65×), and Bauhaus (1.65×) over the country average.
Where do Idealo fans live in Germany?
Idealo fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Idealo fans also like?
Beyond Idealo itself, the audience over-indexes on Obi (store) (1.65×), Bauhaus (1.65×), EBay (1.57×), and AutoScout24 (1.56×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Price comparison audiences in Germany
- Verivox (3,571,299)
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- Sparwelt (218,079)
- gutscheine.de (46,767)
See Idealo audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Idealo. 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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