Online shopping Audience in Germany
Online shopping has an estimated audience of 29,909,336 people in Germany. 56.6% are female, 43.4% are male, average age 39.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Michelle Williams (actress), Oz (TV series), Iran University of Science and Technology, Cognac, Footloose (2011 film).
The average Online shopping fan in Germany is 39.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Michelle Williams (actress), Oz (TV series), Iran University of Science and Technology, with strongest over-indexing on Michelle Williams (actress) (1.63× the country average). Demographically, the Online shopping audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Career Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Online shopping fans
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 39.3 |
| Estimated audience size | 29,909,336 |
Audience persona
The typical Online shopping fan in Germany is more female, around 39.3 years old, with strong Career Orientation tendencies and a notable affinity for Michelle Williams (actress).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 6,322,034 | 0.97× |
| Bayern | 4,956,572 | 1.03× |
| Baden-Württemberg | 4,175,395 | 1.02× |
| Niedersachsen | 2,749,836 | 0.95× |
| Hessen | 2,301,972 | 1.01× |
| Berlin | 1,796,946 | 1.34× |
| Rheinland-Pfalz | 1,405,701 | 0.94× |
| Sachsen | 1,387,034 | 0.95× |
| Brandenburg | 964,236 | 1.04× |
| Schleswig-Holstein | 921,586 | 0.86× |
| Hamburg | 894,036 | 1.32× |
| Sachsen-Anhalt | 812,071 | 1.05× |
| Thüringen | 734,044 | 0.96× |
| Mecklenburg-Vorpommern | 511,154 | 0.9× |
| Saarland | 296,988 | 0.81× |
| Bremen | 221,742 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Michelle Williams (actress) | 1.63× | Movies & TV |
| Oz (TV series) | 1.77× | Movies & TV |
| Iran University of Science and Technology | 1.54× | Business & Career |
| Cognac | 1.7× | Food & Beverages |
| Footloose (2011 film) | 1.61× | Movies & TV |
| Gattaca | 1.6× | Movies & TV |
| Recep Tayyip Erdoğan University | 1.67× | Business & Career |
| Rise of the Planet of the Apes | 1.56× | Movies & TV |
| iddaa | 1.9× | Sports |
| Joan Smalls | 1.68× | Fashion & Accessoires |
| BJK İnönü Stadium | 1.57× | Sports |
| Hawler, Arbil, Iraq | 1.74× | Travel & Leisure |
| Gangland (TV series) | 1.77× | Movies & TV |
| Loksatta | 1.52× | News |
| Stylista | 1.54× | Beauty & Wellness |
| Düğün Dernek | 1.61× | Movies & TV |
| Gezinomi | 1.51× | Travel & Leisure |
| TeenVogue ItGirls | 1.59× | |
| Mahmud Efendi Hazretleri | 2.03× | Politics & Society |
| M.K. ATATÜRK | 1.67× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.63 |
| Sustainability | BALANCE | 1.36 |
| Luxury Orientation | PREMIUM | 1.36 |
| Family Orientation | CONSERVATISM | 1.33 |
| Travelling | THRILL | 1.32 |
| Design Affinity | PREMIUM | 1.3 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 5.6% |
| India | 5.5% |
See Online shopping audiences in other countries
More Lifestyle cluster 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 Online shopping have in Germany?
Online shopping has an estimated audience of 29,909,336 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Online shopping fans?
56.6% of Online shopping fans are female, 43.4% are male, with an average age of 39.3 years.
Which brands do Online shopping fans like most?
Online shopping fans show strongest brand affinity for Michelle Williams (actress) (1.63×), Oz (TV series) (1.77×), and Iran University of Science and Technology (1.54×) over the country average.
Where do Online shopping fans live in Germany?
Online shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach 6,322,034), Bayern (reach 4,956,572), and Baden-Württemberg (reach 4,175,395). These three regions account for the largest share of the active audience.
What other brands do Online shopping fans also like?
Beyond Online shopping itself, the audience over-indexes on Oz (TV series) (1.77×), Iran University of Science and Technology (1.54×), Cognac (1.7×), and Footloose (2011 film) (1.61×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Online shopping. 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.