Mirror Audience in Germany
Mirror has an estimated audience of 1,335,906 people in Germany. 53.1% are female, 46.9% are male, average age 40.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Tagesschau, Group buying, Spiegel Online, Sunscreen, ICloud.
The average Mirror fan in Germany is 40.8 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Tagesschau, Group buying, Spiegel Online, with strongest over-indexing on Tagesschau (2.39× the country average). Demographically, the Mirror audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Luxury Orientation, Design Affinity. 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 Mirror fans
| Metric | Value |
|---|---|
| Female | 53.1% |
| Male | 46.9% |
| Average age | 40.8 |
| Estimated audience size | 1,335,906 |
Audience persona
The typical Mirror fan in Germany is balanced, around 40.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Tagesschau.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 299,882 | 1.03× |
| Bayern | 228,112 | 1.06× |
| Baden-Württemberg | 223,402 | 1.23× |
| Niedersachsen | 130,795 | 1.01× |
| Hessen | 111,394 | 1.09× |
| Berlin | 81,514 | 1.36× |
| Rheinland-Pfalz | 64,036 | 0.96× |
| Sachsen | 58,062 | 0.89× |
| Schleswig-Holstein | 49,658 | 1.04× |
| Hamburg | 42,604 | 1.41× |
| Brandenburg | 36,519 | 0.88× |
| Thüringen | 25,237 | 0.74× |
| Sachsen-Anhalt | 21,378 | 0.62× |
| Mecklenburg-Vorpommern | 19,128 | 0.75× |
| Saarland | 14,070 | 0.86× |
| Bremen | 12,360 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tagesschau | 2.39× | Movies & TV |
| Group buying | 8.34× | Shopping |
| Spiegel Online | 2.1× | News |
| Sunscreen | 7.58× | Beauty & Wellness |
| ICloud | 4.09× | Technology & Electronics |
| Vacations | 2.28× | Travel & Leisure |
| Primark | 2.35× | Shopping |
| Crossword | 3.83× | Games |
| Family | 1.6× | Kids & Family |
| Automotive lighting | 4.41× | Cars & Mobility |
| Transfermarkt | 2.09× | Sports |
| Do it yourself (DIY) | 1.65× | Home & Garden |
| Airbnb | 1.73× | Travel & Leisure |
| German language | 1.97× | Politics & Society |
| Renovation | 2.08× | Home & Garden |
| Pet store | 2.42× | Pets & Animals |
| Alpine skiing | 2.3× | Sports |
| Skyscanner | 2.97× | Travel & Leisure |
| Toni Collette | 6.89× | Movies & TV |
| Skin care | 2.21× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.85 |
| Design Affinity | PREMIUM | 1.85 |
| Need for Security | CONSERVATISM | 1.53 |
| Sports Activity | POWER | 1.51 |
| DIY Mentality | THRILL | 1.5 |
| Sustainability | BALANCE | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.0% |
| United Kingdom | 10.3% |
| Japan | 3.1% |
See Mirror 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 Mirror have in Germany?
Mirror has an estimated audience of 1,335,906 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mirror fans?
53.1% of Mirror fans are female, 46.9% are male, with an average age of 40.8 years.
Which brands do Mirror fans like most?
Mirror fans show strongest brand affinity for Tagesschau (2.39×), Group buying (8.34×), and Spiegel Online (2.1×) over the country average.
Where do Mirror fans live in Germany?
Mirror fans in Germany are most concentrated in Nordrhein-Westfalen (reach 299,882), Bayern (reach 228,112), and Baden-Württemberg (reach 223,402). These three regions account for the largest share of the active audience.
What other brands do Mirror fans also like?
Beyond Mirror itself, the audience over-indexes on Group buying (8.34×), Spiegel Online (2.1×), Sunscreen (7.58×), and ICloud (4.09×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mirror. 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.