Outdoors Audience in Germany
Outdoors has an estimated audience of 5,157,961 people in Germany. 53.9% are female, 46.1% are male, average age 35.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Outdoor enthusiast, Backcountry skiing, Adventure, Travel Adventures, Woolworths.
The average Outdoors fan in Germany is 35.5 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Outdoor enthusiast, Backcountry skiing, Adventure, with strongest over-indexing on Outdoor enthusiast (2.96× the country average). Demographically, the Outdoors audience skews balanced with an average age of 35.5, and over-indexes on personality traits such as Luxury Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Topic
Demographics of Outdoors fans
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 35.5 |
| Estimated audience size | 5,157,961 |
Audience persona
The typical Outdoors fan in Germany is balanced, around 35.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Outdoor enthusiast.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,014,636 | 0.9× |
| Bayern | 841,460 | 1.01× |
| Baden-Württemberg | 720,498 | 1.02× |
| Niedersachsen | 503,390 | 1× |
| Hessen | 411,617 | 1.05× |
| Sachsen | 305,040 | 1.21× |
| Rheinland-Pfalz | 240,306 | 0.93× |
| Berlin | 237,443 | 1.03× |
| Schleswig-Holstein | 181,115 | 0.98× |
| Brandenburg | 163,600 | 1.02× |
| Thüringen | 142,295 | 1.08× |
| Sachsen-Anhalt | 139,477 | 1.04× |
| Mecklenburg-Vorpommern | 119,379 | 1.21× |
| Hamburg | 106,222 | 0.91× |
| Saarland | 45,299 | 0.72× |
| Bremen | 38,792 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Outdoor enthusiast | 2.96× | Sports |
| Backcountry skiing | 3.96× | Sports |
| Adventure | 2.14× | Travel & Leisure |
| Travel Adventures | 2.48× | Travel & Leisure |
| Woolworths | 2.9× | Shopping |
| Travel photography | 2.55× | Technology & Electronics |
| Nature photography | 2.15× | Technology & Electronics |
| Horse training | 2.41× | Pets & Animals |
| Winter sport | 2.21× | Sports |
| Airbnb | 1.64× | Travel & Leisure |
| Landscape photography | 2.23× | Technology & Electronics |
| Alpine skiing | 2.17× | Sports |
| Horse & Rider | 2.36× | Pets & Animals |
| Ski mountaineering | 3.34× | Sports |
| Dog walking | 1.99× | Pets & Animals |
| Home repair | 1.9× | Home & Garden |
| Self-love | 1.81× | Health |
| Hiking equipment | 3.77× | Sports |
| Landscape design | 2.38× | Business & Career |
| Home construction | 1.8× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.4 |
| Sustainability | BALANCE | 1.39 |
| DIY Mentality | THRILL | 1.32 |
| Indulgence | JOY | 1.31 |
| Travelling | THRILL | 1.31 |
| Sports Activity | POWER | 1.31 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.9% |
| Japan | 13.4% |
| China | 10.4% |
See Outdoors audiences in other countries
More Travel & Leisure 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 Outdoors have in Germany?
Outdoors has an estimated audience of 5,157,961 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Outdoors fans?
53.9% of Outdoors fans are female, 46.1% are male, with an average age of 35.5 years.
Which brands do Outdoors fans like most?
Outdoors fans show strongest brand affinity for Outdoor enthusiast (2.96×), Backcountry skiing (3.96×), and Adventure (2.14×) over the country average.
Where do Outdoors fans live in Germany?
Outdoors fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,014,636), Bayern (reach 841,460), and Baden-Württemberg (reach 720,498). These three regions account for the largest share of the active audience.
What other brands do Outdoors fans also like?
Beyond Outdoors itself, the audience over-indexes on Backcountry skiing (3.96×), Adventure (2.14×), Travel Adventures (2.48×), and Woolworths (2.9×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Outdoors. 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.