Rascasse Audience Intelligence

mydays Target Market in Germany

A data profile of the people who buy, follow and care about mydays in Germany — modelled from more than twelve digital signal sources. mydays has an estimated audience of 1,418,814 people in Germany.

#597among Brand in Germany#336in Home & Garden

The average mydays fan in Germany is 38.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Bonprix, Obi (store), Bauhaus, with strongest over-indexing on Bonprix (2.42× the country average).

Demographically, the mydays audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Tradition, Family Orientation.

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

The typical mydays fan in Germany is more female, around 38.8 years old, with strong Tradition tendencies and a notable affinity for Bonprix.

Category: Home & Garden · Type: Brand

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 mydays profile in Germany.

Audience size
1.4M
in Germany
Gender
63.6%♀
36.4% male
Age
38.8
average years
Country rank
#4702
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of mydays

63.6% are female, 36.4% are male, average age 38.8.

Fig. 02

Gender split

63.6%
Female
36.4%
Male
Demographic split for mydays audience in Germany
MetricValue
Female63.6%
Male36.4%
Average age38.8
Estimated audience size1,418,814
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the mydays audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3925%
40-4922%
50+16%
Fig. 04

Worldwide distribution

90.8%

of the worldwide mydays audience comes from Germany.

Worldwide audience distribution share by country for mydays
CountryShare
Germany90.8%
Switzerland2.8%
Austria2.6%
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 mydays audience in Germany is strongest.

Fig. 05

Top regions by affinity

mydays customers by region in Germany
#RegionReachAffinity×
01Thüringen~60K1.56×
02Sachsen-Anhalt~60K1.49×
03Sachsen~90K1.22×
04Brandenburg~50K1.21×
05Rheinland-Pfalz~80K1.10×
06Niedersachsen~100K1.07×
07Mecklenburg-Vorpommern~30K1.04×
08Nordrhein-Westfalen~300K1.02×
09Bayern~200K0.95×
10Saarland~20K0.93×
11Hessen~100K0.91×
12Baden-Württemberg~200K0.89×
13Schleswig-Holstein~40K0.80×
14Bremen~8K0.65×
15Berlin~40K0.60×
16Hamburg~20K0.59×
Fig. 06

Affinity by region

Affinity by region — mydays, Germany
0.59×1.00×1.56×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for mydays audience
#·InterestCategoryAffinity×
01Sonnenklar.TVTravel & Leisure3.20×
02Holiday cottageTravel & Leisure2.97×
03Street OneFashion & Accessoires2.71×
04Storm of LoveMovies & TV2.46×
05BonprixShopping2.42×
06HolidayCheckTravel & Leisure2.40×
07Ernsting's familyShopping2.35×
08Roland KaiserMusic & Radio2.29×
09Let's Dance (German TV series)Movies & TV2.08×
10Gute Zeiten, schlechte ZeitenMovies & TV2.07×
11QVCMovies & TV2.00×
12TchiboShopping1.94×
13Wellness (alternative medicine)Health1.92×
14Schlager musicMusic & Radio1.85×
15Helene FischerMusic & Radio1.75×
16DeichmannShopping1.72×
17CHECK24Business & Career1.68×
18BauhausShopping1.57×
19ImmoScout24Home & Garden1.55×
20Obi (store)Shopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the mydays 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 mydays audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.16×
Family OrientationCONSERVATISM1.16×
DIY MentalityTHRILL1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by mydays audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.46×
Luxury OrientationPREMIUM0.61×
PatriotismCONSERVATISM0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is mydays's target market in Germany?

mydays's target market in Germany covers an estimated 1,418,814 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of mydays customers?

63.6% of the mydays audience are female, 36.4% are male, with an average age of 38.8 years.

03

Which brands do mydays fans like most?

mydays fans show strongest brand affinity for Bonprix (2.42×), Obi (store) (1.53×), and Bauhaus (1.57×) over the country average.

04

Where do mydays fans live in Germany?

mydays fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do mydays fans also like?

Beyond mydays itself, the audience over-indexes on Obi (store) (1.53×), Bauhaus (1.57×), Deichmann (1.72×), and Roland Kaiser (2.29×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See mydays audiences in other countries

How to read this data

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