Joules Audience in Germany
Joules has an estimated audience of 333,484 people in Germany. 64.4% are female, 35.6% are male, average age 34.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Miriam College, DFS (British retailer), Alan Shearer, B&Q, Gaelic football.
The average Joules fan in Germany is 34.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Miriam College, DFS (British retailer), Alan Shearer, with strongest over-indexing on Miriam College (1858.3× the country average). Demographically, the Joules audience skews more female with an average age of 34.2, and over-indexes on personality traits such as Sustainability, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand
Demographics of Joules fans
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 34.2 |
| Estimated audience size | 333,484 |
Audience persona
The typical Joules fan in Germany is more female, around 34.2 years old, with strong Sustainability tendencies and a notable affinity for Miriam College.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 75,904 | 1.04× |
| Bayern | 57,926 | 1.08× |
| Baden-Württemberg | 53,241 | 1.17× |
| Niedersachsen | 33,583 | 1.04× |
| Hessen | 27,173 | 1.07× |
| Rheinland-Pfalz | 21,302 | 1.27× |
| Sachsen | 18,032 | 1.1× |
| Berlin | 16,574 | 1.11× |
| Schleswig-Holstein | 11,027 | 0.92× |
| Brandenburg | 8,300 | 0.8× |
| Hamburg | 8,245 | 1.09× |
| Thüringen | 7,046 | 0.83× |
| Sachsen-Anhalt | 6,762 | 0.78× |
| Mecklenburg-Vorpommern | 5,126 | 0.81× |
| Saarland | 3,321 | 0.81× |
| Bremen | 3,048 | 1.07× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Miriam College | 1858.3× | Business & Career |
| DFS (British retailer) | 290.47× | Shopping |
| Alan Shearer | 372.04× | Sports |
| B&Q | 72.1× | Shopping |
| Gaelic football | 49.85× | Sports |
| ICloud | 15.63× | Technology & Electronics |
| Immowelt | 8.96× | Home & Garden |
| Wickes | 113.9× | Home & Garden |
| Secondary suite | 83.75× | Home & Garden |
| Multi-tool | 12.85× | Home & Garden |
| Google Apps for Work | 32.02× | Business & Career |
| Log cabin | 20× | Home & Garden |
| Holmes Place | 20× | Sports |
| Headboard (furniture) | 20× | Home & Garden |
| Homebase | 66.07× | Shopping |
| Howdens Joinery | 175.08× | Home & Garden |
| Let's Dance (German TV series) | 4.99× | Movies & TV |
| Artisan | 10.06× | Home & Garden |
| ImmobilienScout24 | 5.13× | Home & Garden |
| Window treatment | 25.77× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.16 |
| Quality Awareness | PREMIUM | 2.14 |
| Individualism | JOY | 1.53 |
| DIY Mentality | THRILL | 1.44 |
| Convenience Orientation | PREMIUM | 1.43 |
| Sports Activity | POWER | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 37.2% |
| United States | 18.1% |
| Japan | 5.2% |
See Joules audiences in other countries
More Fashion & Accessoires audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Joules have in Germany?
Joules has an estimated audience of 333,484 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Joules fans?
64.4% of Joules fans are female, 35.6% are male, with an average age of 34.2 years.
Which brands do Joules fans like most?
Joules fans show strongest brand affinity for Miriam College (1858.3×), DFS (British retailer) (290.47×), and Alan Shearer (372.04×) over the country average.
Where do Joules fans live in Germany?
Joules fans in Germany are most concentrated in Nordrhein-Westfalen (reach 75,904), Bayern (reach 57,926), and Baden-Württemberg (reach 53,241). These three regions account for the largest share of the active audience.
What other brands do Joules fans also like?
Beyond Joules itself, the audience over-indexes on DFS (British retailer) (290.47×), Alan Shearer (372.04×), B&Q (72.1×), and Gaelic football (49.85×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Joules. 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.