Payback Audience in Germany
Payback has an estimated audience of 2,184,685 people in Germany. 63.2% are female, 36.8% are male, average age 41.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Corfu (regional unit), Artistic inspiration, Emma Swan, Rossmann, Eindhoven.
The average Payback fan in Germany is 41.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Corfu (regional unit), Artistic inspiration, Emma Swan, with strongest over-indexing on Corfu (regional unit) (31.66× the country average). Demographically, the Payback audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Loyalty card
Demographics of Payback fans
| Metric | Value |
|---|---|
| Female | 63.2% |
| Male | 36.8% |
| Average age | 41.4 |
| Estimated audience size | 2,184,685 |
Audience persona
The typical Payback fan in Germany is more female, around 41.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Corfu (regional unit).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,049,106 | 1.05× |
| Bayern | 758,304 | 1.03× |
| Baden-Württemberg | 602,149 | 0.96× |
| Niedersachsen | 450,221 | 1.01× |
| Hessen | 356,059 | 1.02× |
| Sachsen | 263,175 | 1.17× |
| Rheinland-Pfalz | 253,816 | 1.11× |
| Berlin | 166,084 | 0.81× |
| Brandenburg | 160,112 | 1.13× |
| Thüringen | 143,317 | 1.23× |
| Schleswig-Holstein | 142,764 | 0.87× |
| Sachsen-Anhalt | 141,281 | 1.19× |
| Mecklenburg-Vorpommern | 78,877 | 0.9× |
| Hamburg | 75,380 | 0.73× |
| Saarland | 57,914 | 1.03× |
| Bremen | 30,540 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Corfu (regional unit) | 31.66× | Travel & Leisure |
| Artistic inspiration | 4.74× | Arts & Culture |
| Emma Swan | 64.81× | Movies & TV |
| Rossmann | 1.63× | Shopping |
| Eindhoven | 4.14× | Travel & Leisure |
| Jersey (fabric) | 8.56× | Fashion & Accessoires |
| Newton-le-Willows | 69.57× | Travel & Leisure |
| Progressive rock | 2.18× | Music & Radio |
| Stradivarius | 1.97× | Shopping |
| Johann Gottfried Herder | 12.85× | Literature |
| Mothercare | 2.35× | Kids & Family |
| Haberler | 1.55× | News |
| Unique Gifts | 1.6× | Shopping |
| Ipag Business School | 20× | Business & Career |
| Cambrils | 8.54× | Travel & Leisure |
| Israel | 1.84× | Travel & Leisure |
| Birthday Gifts | 1.58× | Kids & Family |
| Christmas Gift | 1.52× | Kids & Family |
| Business English | 2.44× | Business & Career |
| Encouragement | 20.7× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 12.92 |
| DIY Mentality | THRILL | 2.15 |
| Sustainability | BALANCE | 1.83 |
| Early Adopter Mentality | POWER | 1.73 |
| Convenience Orientation | PREMIUM | 1.68 |
| Quality Awareness | PREMIUM | 1.61 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 54.8% |
| Poland | 8.1% |
| United States | 5.8% |
See Payback audiences in other countries
More Loyalty card audiences in Germany
- Miles & More (1,693,916)
- DeutschlandCard (352,715)
- IKEA Family (323,846)
- Swagbucks (221,102)
- ShopBack (65,717)
Frequently asked questions
How many fans does Payback have in Germany?
Payback has an estimated audience of 2,184,685 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Payback fans?
63.2% of Payback fans are female, 36.8% are male, with an average age of 41.4 years.
Which brands do Payback fans like most?
Payback fans show strongest brand affinity for Corfu (regional unit) (31.66×), Artistic inspiration (4.74×), and Emma Swan (64.81×) over the country average.
Where do Payback fans live in Germany?
Payback fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,049,106), Bayern (reach 758,304), and Baden-Württemberg (reach 602,149). These three regions account for the largest share of the active audience.
What other brands do Payback fans also like?
Beyond Payback itself, the audience over-indexes on Artistic inspiration (4.74×), Emma Swan (64.81×), Rossmann (1.63×), and Eindhoven (4.14×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Payback. 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.