Rascasse Audience Intelligence

Jawoll Target Market in Germany

A data profile of the people who buy, follow and care about Jawoll in Germany — modelled from more than twelve digital signal sources. Jawoll has an estimated audience of 1,724,850 people in Germany.

#10among Hardware store in Germany#485among Brand in Germany#141in Shopping

The average Jawoll fan in Germany is 41.5 years old, more female, and lives primarily in Niedersachsen.

The audience is concentrated in Niedersachsen, Schleswig-Holstein, Nordrhein-Westfalen.

Top brand affinities include Nature, Family, Discount card, with strongest over-indexing on Nature (1.77× the country average).

Demographically, the Jawoll audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Price Sensitivity, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Jawoll fan in Germany is more female, around 41.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Nature.

Category: Shopping · Type: Brand · Subtype: Hardware store

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Jawoll profile in Germany.

Audience size
1.7M
in Germany
Gender
57.0%♀
43.0% male
Age
41.5
average years
Country rank
#3904
Brand in Germany
Fig. 01

Search interest · 12-month trend

-47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Jawoll

57.0% are female, 43.0% are male, average age 41.5.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Jawoll audience in Germany
MetricValue
Female57.0%
Male43.0%
Average age41.5
Estimated audience size1,724,850
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Jawoll audience in Germany
Age bracketShare%
16-1913%
20-2918%
30-3922%
40-4926%
50+22%
Fig. 04

Worldwide distribution

96.3%

of the worldwide Jawoll audience comes from Germany.

Worldwide audience distribution share by country for Jawoll
CountryShare
Germany96.3%
Netherlands0.4%
Poland0.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Jawoll audience in Germany is strongest.

Fig. 05

Top regions by affinity

Jawoll customers by region in Germany
#RegionReachAffinity×
01Schleswig-Holstein~300K3.77×
02Niedersachsen~600K3.21×
03Bremen~30K1.94×
04Hamburg~60K1.32×
05Mecklenburg-Vorpommern~50K1.25×
06Hessen~100K0.87×
07Sachsen-Anhalt~40K0.71×
08Rheinland-Pfalz~70K0.69×
09Nordrhein-Westfalen~200K0.55×
10Thüringen~30K0.54×
11Sachsen~30K0.34×
12Bayern~100K0.32×
13Saarland~7K0.30×
14Brandenburg~10K0.21×
15Berlin~20K0.20×
16Baden-Württemberg~40K0.16×
Fig. 06

Affinity by region

Affinity by region — Jawoll, Germany
0.16×1.00×3.77×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Jawoll audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Jawoll audience
#·InterestCategoryAffinity×
01Discount cardShopping7.64×
02Purchase discountShopping4.19×
03Bedroom furnitureHome & Garden3.10×
04BiologyHealth1.98×
05TransfermarktSports1.81×
06Western UnionBusiness & Career1.80×
07NatureHome & Garden1.77×
08VolunteeringPolitics & Society1.77×
09KitchenHome & Garden1.76×
10French BulldogPets & Animals1.74×
11Siberian HuskyPets & Animals1.73×
12VacationsTravel & Leisure1.71×
13RB LeipzigSports1.64×
14Labrador RetrieverPets & Animals1.63×
15FamilyKids & Family1.59×
16SupermarketShopping1.57×
17RTL TelevisionMovies & TV1.57×
18EmailTechnology & Electronics1.56×
19Netto Marken-DiscountShopping1.53×
20Borussia MönchengladbachSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Jawoll audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Jawoll audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.20×
IndulgenceJOY1.32×
Need for SecurityCONSERVATISM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Jawoll audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.91×
Social Media UsageJOY0.97×
CreativityOPEN0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Jawoll's target market in Germany?

Jawoll's target market in Germany covers an estimated 1,724,850 people, concentrated in Niedersachsen and Schleswig-Holstein.

02

What is the gender split and age of Jawoll customers?

57.0% of the Jawoll audience are female, 43.0% are male, with an average age of 41.5 years.

03

Which brands do Jawoll fans like most?

Jawoll fans show strongest brand affinity for Nature (1.77×), Family (1.59×), and Discount card (7.64×) over the country average.

04

Where do Jawoll fans live in Germany?

Jawoll fans in Germany are most concentrated in Niedersachsen (reach ~600K), Schleswig-Holstein (reach ~300K), and Nordrhein-Westfalen (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Jawoll fans also like?

Beyond Jawoll itself, the audience over-indexes on Family (1.59×), Discount card (7.64×), Netto Marken-Discount (1.53×), and Purchase discount (4.19×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hardware store audiences in Germany

See Jawoll audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Jawoll. 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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