Idealo Audience in Germany
Idealo has an estimated audience of 5,303,195 people in Germany. 40.8% are female, 59.2% are male, average age 40.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Black Friday (shopping), Obi (store), Bauhaus, EBay, AutoScout24.
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 Price Sensitivity, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Price comparison
Demographics of Idealo fans
| Metric | Value |
|---|---|
| Female | 40.8% |
| Male | 59.2% |
| Average age | 40.4 |
| Estimated audience size | 5,303,195 |
Audience persona
The typical Idealo fan in Germany is more male, around 40.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Black Friday (shopping).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,095,983 | 1.12× |
| Bayern | 1,551,082 | 1.13× |
| Baden-Württemberg | 1,334,238 | 1.14× |
| Niedersachsen | 896,337 | 1.08× |
| Hessen | 701,286 | 1.08× |
| Rheinland-Pfalz | 462,098 | 1.08× |
| Sachsen | 439,961 | 1.05× |
| Berlin | 370,912 | 0.97× |
| Schleswig-Holstein | 294,957 | 0.96× |
| Brandenburg | 272,817 | 1.03× |
| Thüringen | 230,691 | 1.06× |
| Sachsen-Anhalt | 200,886 | 0.91× |
| Hamburg | 161,462 | 0.84× |
| Mecklenburg-Vorpommern | 138,732 | 0.85× |
| Saarland | 95,728 | 0.91× |
| Bremen | 59,405 | 0.81× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Black Friday (shopping) | 2.58× | Shopping |
| Obi (store) | 1.65× | Shopping |
| Bauhaus | 1.65× | Shopping |
| EBay | 1.57× | Shopping |
| AutoScout24 | 1.56× | Cars & Mobility |
| CHECK24 | 1.67× | Business & Career |
| Bonprix | 1.9× | Shopping |
| BAUR | 2.62× | Shopping |
| Digital distribution | 1.6× | Business & Career |
| Hardware store | 1.83× | Home & Garden |
| Ernsting's family | 2.02× | Shopping |
| Black Friday | 2.48× | Shopping |
| Škoda Auto | 1.58× | Cars & Mobility |
| Petrol engine | 1.84× | Cars & Mobility |
| FRITZ!Box | 1.55× | Technology & Electronics |
| Price | 1.63× | Shopping |
| Hagebaumarkt | 1.54× | Shopping |
| Cyber Monday | 1.9× | Shopping |
| Thomas Philipps | 1.53× | Shopping |
| toom Baumarkt | 2.08× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.34 |
| Pet Ownership | JOY | 1.32 |
| DIY Mentality | THRILL | 1.19 |
| LGBTQ+ Identity | OPEN | 1.16 |
| Patriotism | CONSERVATISM | 1.09 |
| Luxury Orientation | PREMIUM | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 53.7% |
| Italy | 11.9% |
| Spain | 10.5% |
See Idealo audiences in other countries
More Price comparison audiences in Germany
- Verivox (3,451,690)
- KaufDa (2,415,540)
- Billiger.de (1,987,750)
- Sparwelt (227,283)
- gutscheine.de (47,284)
Frequently asked questions
How many fans does Idealo have in Germany?
Idealo has an estimated audience of 5,303,195 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Idealo fans?
40.8% of Idealo fans 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 2,095,983), Bayern (reach 1,551,082), and Baden-Württemberg (reach 1,334,238). 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.
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.