Mini Audience in Germany
Mini has an estimated audience of 1,266,368 people in Germany. 44.3% are female, 55.7% are male, average age 44.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Building insulation, Gil Ofarim, Buddy – The Buddy Holly Story, Hammock camping, Metamorphoses.
The average Mini fan in Germany is 44.8 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Building insulation, Gil Ofarim, Buddy – The Buddy Holly Story, with strongest over-indexing on Building insulation (6.15× the country average). Demographically, the Mini audience skews more male with an average age of 44.8, and over-indexes on personality traits such as Need for Security, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Demographics of Mini fans
| Metric | Value |
|---|---|
| Female | 44.3% |
| Male | 55.7% |
| Average age | 44.8 |
| Estimated audience size | 1,266,368 |
Audience persona
The typical Mini fan in Germany is more male, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Building insulation.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 345,944 | 1.25× |
| Bayern | 304,100 | 1.49× |
| Baden-Württemberg | 196,982 | 1.14× |
| Hessen | 130,158 | 1.35× |
| Niedersachsen | 124,908 | 1.02× |
| Rheinland-Pfalz | 68,038 | 1.07× |
| Sachsen | 50,141 | 0.81× |
| Berlin | 49,395 | 0.87× |
| Schleswig-Holstein | 47,056 | 1.03× |
| Hamburg | 36,061 | 1.26× |
| Brandenburg | 28,637 | 0.73× |
| Thüringen | 23,411 | 0.73× |
| Sachsen-Anhalt | 21,120 | 0.64× |
| Saarland | 16,619 | 1.07× |
| Mecklenburg-Vorpommern | 15,955 | 0.66× |
| Bremen | 9,525 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Building insulation | 6.15× | Home & Garden |
| Gil Ofarim | 1.72× | Music & Radio |
| Buddy – The Buddy Holly Story | 4.06× | Music & Radio |
| Hammock camping | 5.25× | Travel & Leisure |
| Metamorphoses | 2.44× | Literature |
| Apostrophe | 3.44× | Literature |
| Snow White (Fables) | 1.56× | Literature |
| Headhunters (film) | 3.06× | Movies & TV |
| Academy Award for Best Original Score | 5.94× | Movies & TV |
| Este, Veneto | 1.52× | Travel & Leisure |
| Icon (magazine) | 1.54× | Arts & Culture |
| Google Analytics | 1.55× | Internet & Social Media |
| Alaska | 2.15× | Travel & Leisure |
| Huevos rancheros | 6.89× | Food & Beverages |
| Hipster | 4.14× | Politics & Society |
| Haugesund | 3.86× | Travel & Leisure |
| Figure painting (hobby) | 2.22× | Arts & Culture |
| Information sensitivity | 2.86× | Technology & Electronics |
| Golem | 1.72× | Technology & Electronics |
| Oktay Kaynarca | 3.92× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.28 |
| Patriotism | CONSERVATISM | 1.22 |
| Design Affinity | PREMIUM | 1.19 |
| Indulgence | JOY | 1.18 |
| Luxury Orientation | PREMIUM | 1.18 |
| Travelling | THRILL | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 13.6% |
| Japan | 12.2% |
| Germany | 7.6% |
See Mini audiences in other countries
More Shopping 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 Mini have in Germany?
Mini has an estimated audience of 1,266,368 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mini fans?
44.3% of Mini fans are female, 55.7% are male, with an average age of 44.8 years.
Which brands do Mini fans like most?
Mini fans show strongest brand affinity for Building insulation (6.15×), Gil Ofarim (1.72×), and Buddy – The Buddy Holly Story (4.06×) over the country average.
Where do Mini fans live in Germany?
Mini fans in Germany are most concentrated in Nordrhein-Westfalen (reach 345,944), Bayern (reach 304,100), and Baden-Württemberg (reach 196,982). These three regions account for the largest share of the active audience.
What other brands do Mini fans also like?
Beyond Mini itself, the audience over-indexes on Gil Ofarim (1.72×), Buddy – The Buddy Holly Story (4.06×), Hammock camping (5.25×), and Metamorphoses (2.44×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mini. 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.