Merchant Audience in Germany
Merchant has an estimated audience of 1,109,322 people in Germany. 37.6% are female, 62.4% are male, average age 40.6. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Dog breed, Commercial mortgage, Progressive rock, Natural rubber, Stradivarius.
The average Merchant fan in Germany is 40.6 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Dog breed, Commercial mortgage, Progressive rock, with strongest over-indexing on Dog breed (1.59× the country average). Demographically, the Merchant audience skews more male with an average age of 40.6, and over-indexes on personality traits such as LGBTQ+ Identity, Mindfulness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Merchant fans
| Metric | Value |
|---|---|
| Female | 37.6% |
| Male | 62.4% |
| Average age | 40.6 |
| Estimated audience size | 1,109,322 |
Audience persona
The typical Merchant fan in Germany is more male, around 40.6 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Dog breed.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 318,079 | 1.31× |
| Baden-Württemberg | 193,039 | 1.28× |
| Bayern | 188,714 | 1.06× |
| Niedersachsen | 109,817 | 1.02× |
| Hessen | 101,402 | 1.2× |
| Rheinland-Pfalz | 61,251 | 1.1× |
| Berlin | 56,528 | 1.14× |
| Sachsen | 46,259 | 0.85× |
| Schleswig-Holstein | 42,887 | 1.08× |
| Hamburg | 30,749 | 1.23× |
| Brandenburg | 26,428 | 0.77× |
| Thüringen | 23,266 | 0.82× |
| Sachsen-Anhalt | 17,985 | 0.63× |
| Mecklenburg-Vorpommern | 14,939 | 0.71× |
| Saarland | 11,625 | 0.85× |
| Bremen | 9,166 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Dog breed | 1.59× | Pets & Animals |
| Commercial mortgage | 2.63× | Business & Career |
| Progressive rock | 1.87× | Music & Radio |
| Natural rubber | 2.65× | Cars & Mobility |
| Stradivarius | 1.7× | Shopping |
| Inha University | 15.96× | Business & Career |
| Este, Veneto | 2.02× | Travel & Leisure |
| Motion Picture Association of America | 5.99× | Movies & TV |
| Cachorro | 2.54× | Pets & Animals |
| Golem | 2.31× | Technology & Electronics |
| Nationality | 2.04× | Politics & Society |
| Friedrich Gulda | 11.72× | Music & Radio |
| Graham Greene (actor) | 2.28× | |
| Sixx | 1.74× | Movies & TV |
| JDSU | 1.76× | Business & Career |
| Volvo V60 | 2.34× | Cars & Mobility |
| Eco Friendly Living | 1.82× | Home & Garden |
| Solo climbing | 1.84× | Sports |
| Gilbert Burns (fighter) | 7.51× | Sports |
| Seoul National University of Education | 7.22× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 4.82 |
| Mindfulness | BALANCE | 2.79 |
| Pet Ownership | JOY | 1.58 |
| Convenience Orientation | PREMIUM | 1.52 |
| Design Affinity | PREMIUM | 1.5 |
| Sustainability | BALANCE | 1.49 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.6% |
| Brazil | 10.2% |
| United Kingdom | 5.5% |
See Merchant audiences in other countries
More Fashion & Accessoires 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 Merchant have in Germany?
Merchant has an estimated audience of 1,109,322 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Merchant fans?
37.6% of Merchant fans are female, 62.4% are male, with an average age of 40.6 years.
Which brands do Merchant fans like most?
Merchant fans show strongest brand affinity for Dog breed (1.59×), Commercial mortgage (2.63×), and Progressive rock (1.87×) over the country average.
Where do Merchant fans live in Germany?
Merchant fans in Germany are most concentrated in Nordrhein-Westfalen (reach 318,079), Baden-Württemberg (reach 193,039), and Bayern (reach 188,714). These three regions account for the largest share of the active audience.
What other brands do Merchant fans also like?
Beyond Merchant itself, the audience over-indexes on Commercial mortgage (2.63×), Progressive rock (1.87×), Natural rubber (2.65×), and Stradivarius (1.7×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Merchant. 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.