Lighter Audience in Germany
Lighter has an estimated audience of 279,109 people in Germany. 41.5% are female, 58.5% are male, average age 40.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: CapCut, Heirloom, Human nutrition, Persian pop music, Wirtz.
The average Lighter fan in Germany is 40.5 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include CapCut, Heirloom, Human nutrition, with strongest over-indexing on CapCut (11.22× the country average). Demographically, the Lighter audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Convenience Orientation, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Lighter fans
| Metric | Value |
|---|---|
| Female | 41.5% |
| Male | 58.5% |
| Average age | 40.5 |
| Estimated audience size | 279,109 |
Audience persona
The typical Lighter fan in Germany is more male, around 40.5 years old, with strong Convenience Orientation tendencies and a notable affinity for CapCut.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 69,312 | 1.13× |
| Bayern | 44,812 | 1× |
| Baden-Württemberg | 42,693 | 1.12× |
| Niedersachsen | 28,029 | 1.03× |
| Hessen | 20,088 | 0.94× |
| Sachsen | 14,950 | 1.09× |
| Rheinland-Pfalz | 13,158 | 0.94× |
| Berlin | 11,910 | 0.95× |
| Schleswig-Holstein | 8,958 | 0.89× |
| Brandenburg | 8,144 | 0.94× |
| Sachsen-Anhalt | 7,341 | 1.02× |
| Thüringen | 7,126 | 1× |
| Hamburg | 6,641 | 1.05× |
| Mecklenburg-Vorpommern | 5,062 | 0.95× |
| Saarland | 3,025 | 0.88× |
| Bremen | 2,488 | 1.04× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| CapCut | 11.22× | Technology & Electronics |
| Heirloom | 82.88× | Home & Garden |
| Human nutrition | 9.84× | Food & Beverages |
| Persian pop music | 18.13× | Music & Radio |
| Wirtz | 4.57× | Music & Radio |
| Persian literature | 17.02× | Literature |
| Fanatik | 6.87× | News |
| Cigar | 12.17× | Food & Beverages |
| FARSI1 | 15.58× | Movies & TV |
| Google Maps | 2.2× | Internet & Social Media |
| Kitchen knife | 6.05× | Home & Garden |
| Spiegel Online | 1.7× | News |
| Egyptian Arabic | 5.64× | Politics & Society |
| Projection screen | 4.25× | Technology & Electronics |
| Hornbach | 1.77× | Shopping |
| AutoScout24 | 1.69× | Cars & Mobility |
| Smoking | 6.84× | Food & Beverages |
| Billie Eilish | 3.97× | Music & Radio |
| Max Amini | 17.51× | Movies & TV |
| Flashlight | 8.14× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.42 |
| Career Orientation | POWER | 1.21 |
| Individualism | JOY | 1.19 |
| Need for Security | CONSERVATISM | 1.16 |
| Price Sensitivity | PREMIUM | 1.15 |
| Luxury Orientation | PREMIUM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.4% |
| Japan | 7.8% |
| South Korea | 5.7% |
See Lighter audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Lighter have in Germany?
Lighter has an estimated audience of 279,109 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lighter fans?
41.5% of Lighter fans are female, 58.5% are male, with an average age of 40.5 years.
Which brands do Lighter fans like most?
Lighter fans show strongest brand affinity for CapCut (11.22×), Heirloom (82.88×), and Human nutrition (9.84×) over the country average.
Where do Lighter fans live in Germany?
Lighter fans in Germany are most concentrated in Nordrhein-Westfalen (reach 69,312), Bayern (reach 44,812), and Baden-Württemberg (reach 42,693). These three regions account for the largest share of the active audience.
What other brands do Lighter fans also like?
Beyond Lighter itself, the audience over-indexes on Heirloom (82.88×), Human nutrition (9.84×), Persian pop music (18.13×), and Wirtz (4.57×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Lighter. 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.