Rascasse Audience Intelligence

New Yorker Target Market in Germany

A data profile of the people who buy, follow and care about New Yorker in Germany — modelled from more than twelve digital signal sources. New Yorker has an estimated audience of 393,603 people in Germany.

#27among Fashion in Germany#1821among Brand in Germany#354in Shopping

The average New Yorker fan in Germany is 36.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Primark, Gina Tricot, TK Maxx, with strongest over-indexing on Primark (5.18× the country average).

Demographically, the New Yorker audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.

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

The typical New Yorker fan in Germany is more female, around 36.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Primark.

Category: Shopping · Type: Brand · Subtype: Fashion

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 New Yorker profile in Germany.

Audience size
394K
in Germany
Gender
72.1%♀
27.9% male
Age
36.2
average years
Country rank
#14191
Brand in Germany
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of New Yorker

72.1% are female, 27.9% are male, average age 36.2.

Fig. 02

Gender split

72.1%
Female
27.9%
Male
Demographic split for New Yorker audience in Germany
MetricValue
Female72.1%
Male27.9%
Average age36.2
Estimated audience size393,603
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the New Yorker audience in Germany
Age bracketShare%
16-1924%
20-2924%
30-3922%
40-4918%
50+12%
Fig. 04

Worldwide distribution

21.6%

of the worldwide New Yorker audience comes from Germany.

Worldwide audience distribution share by country for New Yorker
CountryShare
Germany21.6%
Switzerland2.2%
Austria1.4%
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 New Yorker audience in Germany is strongest.

Fig. 05

Top regions by affinity

New Yorker customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~700K1.14×
02Niedersachsen~300K1.10×
03Baden-Württemberg~400K1.07×
04Hamburg~60K1.06×
05Sachsen-Anhalt~70K1.04×
06Berlin~100K1.01×
07Thüringen~70K1.01×
08Bayern~400K0.99×
09Sachsen~100K0.99×
10Saarland~30K0.97×
11Rheinland-Pfalz~100K0.96×
12Brandenburg~80K0.94×
13Bremen~20K0.94×
14Hessen~200K0.93×
15Schleswig-Holstein~90K0.93×
16Mecklenburg-Vorpommern~40K0.82×
Fig. 06

Affinity by region

Affinity by region — New Yorker, Germany
0.82×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for New Yorker audience
#·InterestCategoryAffinity×
01DesigualFashion & Accessoires8.41×
02BoulangerShopping7.52×
03Gina TricotFashion & Accessoires7.18×
04PrimarkShopping5.18×
05MangoShopping4.83×
06Tom TailorFashion & Accessoires3.97×
07Massimo DuttiShopping3.77×
08TK MaxxShopping3.09×
09C&AShopping2.40×
10DeichmannShopping2.39×
11Ernsting's familyShopping2.25×
12CHIO AachenSports2.25×
13H&MShopping2.19×
14BreuningerFashion & Accessoires1.97×
15RossmannShopping1.84×
16Luxury goodsFashion & Accessoires1.75×
17Black Friday (shopping)Shopping1.74×
18AirbnbTravel & Leisure1.71×
19IKEAHome & Garden1.59×
20HermèsFashion & Accessoires1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the New Yorker 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 New Yorker audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.41×
Design AffinityPREMIUM1.40×
CreativityOPEN1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by New Yorker audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.75×
Need for SecurityCONSERVATISM0.83×
PatriotismCONSERVATISM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is New Yorker's target market in Germany?

New Yorker's target market in Germany covers an estimated 393,603 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of New Yorker customers?

72.1% of the New Yorker audience are female, 27.9% are male, with an average age of 36.2 years.

03

Which brands do New Yorker fans like most?

New Yorker fans show strongest brand affinity for Primark (5.18×), Gina Tricot (7.18×), and TK Maxx (3.09×) over the country average.

04

Where do New Yorker fans live in Germany?

New Yorker fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do New Yorker fans also like?

Beyond New Yorker itself, the audience over-indexes on Gina Tricot (7.18×), TK Maxx (3.09×), Mango (4.83×), and H&M (2.19×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion audiences in Germany

See New Yorker audiences in other countries

How to read this data

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