Rascasse Audience Intelligence

Media Markt Target Market in Germany

A data profile of the people who buy, follow and care about Media Markt in Germany — modelled from more than twelve digital signal sources. Media Markt has an estimated audience of 4,888,497 people in Germany.

#1among Electronics in Germany#137among Brand in Germany#64in Shopping

The average Media Markt fan in Germany is 36.7 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include FRITZ!Box, Obi (store), Bauhaus, with strongest over-indexing on FRITZ!Box (2.39× the country average).

Demographically, the Media Markt audience skews more male with an average age of 36.7, and over-indexes on personality traits such as Need for Security, DIY Mentality.

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

The typical Media Markt fan in Germany is more male, around 36.7 years old, with strong Need for Security tendencies and a notable affinity for FRITZ!Box.

Category: Shopping · Type: Brand · Subtype: Electronics

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 Media Markt profile in Germany.

Audience size
4.9M
in Germany
Gender
39.7%♀
60.3% male
Age
36.7
average years
Country rank
#1092
Brand in Germany
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Media Markt

39.7% are female, 60.3% are male, average age 36.7.

Fig. 02

Gender split

39.7%
Female
60.3%
Male
Demographic split for Media Markt audience in Germany
MetricValue
Female39.7%
Male60.3%
Average age36.7
Estimated audience size4,888,497
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Media Markt audience in Germany
Age bracketShare%
16-1927%
20-2919%
30-3919%
40-4920%
50+15%
Fig. 04

Worldwide distribution

12.3%

of the worldwide Media Markt audience comes from Germany.

Worldwide audience distribution share by country for Media Markt
CountryShare
Germany12.3%
Spain11.2%
Poland11.0%
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 Media Markt audience in Germany is strongest.

Fig. 05

Top regions by affinity

Media Markt customers by region in Germany
#RegionReachAffinity×
01Hamburg~100K1.27×
02Rheinland-Pfalz~300K1.26×
03Bremen~50K1.25×
04Baden-Württemberg~800K1.21×
05Berlin~300K1.20×
06Bayern~900K1.15×
07Saarland~60K1.03×
08Niedersachsen~500K1.00×
09Schleswig-Holstein~200K0.99×
10Nordrhein-Westfalen~1M0.97×
11Hessen~400K0.97×
12Brandenburg~100K0.79×
13Thüringen~100K0.78×
14Sachsen-Anhalt~90K0.73×
15Mecklenburg-Vorpommern~70K0.73×
16Sachsen~200K0.69×
Fig. 06

Affinity by region

Affinity by region — Media Markt, Germany
0.69×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Media Markt audience
#·InterestCategoryAffinity×
01KaufDaShopping3.20×
02FRITZ!BoxTechnology & Electronics2.39×
03IdealoShopping2.01×
04TransfermarktSports1.89×
05QVCMovies & TV1.86×
06CHECK24Business & Career1.81×
07TipicoGames1.73×
08Hardware storeHome & Garden1.72×
09BauhausShopping1.71×
10AutoScout24Cars & Mobility1.67×
11Wetter.comHome & Garden1.67×
12SamsungTechnology & Electronics1.65×
13Obi (store)Shopping1.60×
14VodafoneTechnology & Electronics1.59×
15Škoda AutoCars & Mobility1.57×
16Used carCars & Mobility1.57×
17Electronic funds transferBusiness & Career1.55×
18Netto Marken-DiscountShopping1.53×
19DeichmannShopping1.53×
20WunschgutscheinShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Media Markt 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 Media Markt audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.27×
DIY MentalityTHRILL1.26×
PatriotismCONSERVATISM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Media Markt audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.72×
MindfulnessBALANCE0.73×
SustainabilityBALANCE0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Media Markt's target market in Germany?

Media Markt's target market in Germany covers an estimated 4,888,497 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Media Markt customers?

39.7% of the Media Markt audience are female, 60.3% are male, with an average age of 36.7 years.

03

Which brands do Media Markt fans like most?

Media Markt fans show strongest brand affinity for FRITZ!Box (2.39×), Obi (store) (1.6×), and Bauhaus (1.71×) over the country average.

04

Where do Media Markt fans live in Germany?

Media Markt fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Media Markt fans also like?

Beyond Media Markt itself, the audience over-indexes on Obi (store) (1.6×), Bauhaus (1.71×), AutoScout24 (1.67×), and Netto Marken-Discount (1.53×) compared to the Germany average.

Appendix

Explore more audiences

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

More Electronics audiences in Germany

See Media Markt audiences in other countries

How to read this data

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