Onyx Audience in Germany
A data profile of the people who buy, follow and care about Onyx in Germany — modelled from more than twelve digital signal sources. Onyx has an estimated audience of 281,862 people in Germany.
The average Onyx fan in Germany is 42.1 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Gordon Ramsey, Tagesschau, Tefal, with strongest over-indexing on Gordon Ramsey (20× the country average).
Demographically, the Onyx audience skews more male with an average age of 42.1, and over-indexes on personality traits such as Quality Awareness, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Onyx fan in Germany is more male, around 42.1 years old, with strong Quality Awareness tendencies and a notable affinity for Gordon Ramsey.
At a glance
The key figures that characterise the Onyx profile in Germany.
Search interest · 12-month trend
Demographics of Onyx fans
44.5% are female, 55.5% are male, average age 42.1.
Gender split
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 42.1 |
| Estimated audience size | 281,862 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 24% |
Worldwide distribution
of the worldwide Onyx audience comes from Germany.
| Country | Share |
|---|---|
| United States | 26.8% |
| Brazil | 6.7% |
| Italy | 6.1% |
Geography
Where the Onyx audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sachsen | ~20K | 1.20× | |
| 02 | Hessen | ~30K | 1.19× | |
| 03 | Berlin | ~10K | 1.15× | |
| 04 | Bayern | ~50K | 1.14× | |
| 05 | Hamburg | ~7K | 1.08× | |
| 06 | Baden-Württemberg | ~40K | 1.05× | |
| 07 | Niedersachsen | ~30K | 1.03× | |
| 08 | Nordrhein-Westfalen | ~60K | 1.02× | |
| 09 | Schleswig-Holstein | ~10K | 0.97× | |
| 10 | Bremen | ~2K | 0.94× | |
| 11 | Rheinland-Pfalz | ~10K | 0.93× | |
| 12 | Brandenburg | ~8K | 0.92× | |
| 13 | Thüringen | ~7K | 0.92× | |
| 14 | Sachsen-Anhalt | ~6K | 0.86× | |
| 15 | Saarland | ~3K | 0.86× | |
| 16 | Mecklenburg-Vorpommern | ~4K | 0.82× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Onyx audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carpisa | Fashion & Accessoires | 53.54× | ||
| 02 | Gordon Ramsey | Food & Beverages | 20.00× | ||
| 03 | Food steamer | Home & Garden | 20.00× | ||
| 04 | Celebrity Fashion | Fashion & Accessoires | 19.26× | ||
| 05 | Tefal | Home & Garden | 11.11× | ||
| 06 | Kitchen knife | Home & Garden | 7.12× | ||
| 07 | Rosamund Pike | Movies & TV | 7.07× | ||
| 08 | Tim Mälzer | Food & Beverages | 5.43× | ||
| 09 | DirecTV | Movies & TV | 4.61× | ||
| 10 | Frying pan | Home & Garden | 4.49× | ||
| 11 | Nordsee | Food & Beverages | 4.30× | ||
| 12 | Tour de France | Sports | 3.21× | ||
| 13 | Made in Germany | Business & Career | 3.01× | ||
| 14 | Tagesschau | Movies & TV | 2.30× | ||
| 15 | Aral AG | Cars & Mobility | 2.25× | ||
| 16 | Transfermarkt | Sports | 2.22× | ||
| 17 | Eurojackpot | Games | 2.22× | ||
| 18 | QVC | Movies & TV | 1.99× | ||
| 19 | Ryanair | Travel & Leisure | 1.79× | ||
| 20 | Google Maps | Internet & Social Media | 1.58× |
Personality of the Onyx audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.41× | |
| Indulgence | JOY | 1.35× | |
| Need for Security | CONSERVATISM | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.78× | |
| Risk Appetite | THRILL | 0.80× | |
| Extroversion | THRILL | 0.82× |
Frequently asked questions
How many fans does Onyx have in Germany?
Onyx has an estimated audience of 281,862 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Onyx fans?
44.5% of Onyx fans are female, 55.5% are male, with an average age of 42.1 years.
Which brands do Onyx fans like most?
Onyx fans show strongest brand affinity for Gordon Ramsey (20×), Tagesschau (2.3×), and Tefal (11.11×) over the country average.
Where do Onyx fans live in Germany?
Onyx fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.
What other brands do Onyx fans also like?
Beyond Onyx itself, the audience over-indexes on Tagesschau (2.3×), Tefal (11.11×), Kitchen knife (7.12×), and Carpisa (53.54×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Onyx. 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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