Rascasse Audience Intelligence

porta Möbel Target Market in Germany

A data profile of the people who buy, follow and care about porta Möbel in Germany — modelled from more than twelve digital signal sources. porta Möbel has an estimated audience of 1,631,414 people in Germany.

#3among Furniture shop in Germany#518among Brand in Germany#148in Shopping

The average porta Möbel fan in Germany is 41.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Brandenburg.

Top brand affinities include ImmobilienScout24, Möbel Höffner, Möbel Kraft, with strongest over-indexing on ImmobilienScout24 (6.11× the country average).

Demographically, the porta Möbel audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Urban Lifestyle, DIY Mentality.

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

The typical porta Möbel fan in Germany is more female, around 41.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for ImmobilienScout24.

Category: Shopping · Type: Brand · Subtype: Furniture shop

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 porta Möbel profile in Germany.

Audience size
1.6M
in Germany
Gender
66.8%♀
33.2% male
Age
41.0
average years
Country rank
#4119
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of porta Möbel

66.8% are female, 33.2% are male, average age 41.0.

Fig. 02

Gender split

66.8%
Female
33.2%
Male
Demographic split for porta Möbel audience in Germany
MetricValue
Female66.8%
Male33.2%
Average age41.0
Estimated audience size1,631,414
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the porta Möbel audience in Germany
Age bracketShare%
16-1912%
20-2920%
30-3923%
40-4926%
50+19%
Fig. 04

Worldwide distribution

96.1%

of the worldwide porta Möbel audience comes from Germany.

Worldwide audience distribution share by country for porta Möbel
CountryShare
Germany96.1%
Netherlands1.7%
Poland0.8%
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 porta Möbel audience in Germany is strongest.

Fig. 05

Top regions by affinity

porta Möbel customers by region in Germany
#RegionReachAffinity×
01Niedersachsen~400K2.70×
02Nordrhein-Westfalen~900K2.55×
03Sachsen-Anhalt~90K2.06×
04Brandenburg~100K2.04×
05Sachsen~100K1.26×
06Berlin~60K0.89×
07Thüringen~30K0.78×
08Rheinland-Pfalz~60K0.74×
09Hamburg~20K0.67×
10Bremen~7K0.51×
11Hessen~60K0.47×
12Saarland~9K0.46×
13Mecklenburg-Vorpommern~10K0.45×
14Schleswig-Holstein~20K0.36×
15Baden-Württemberg~50K0.23×
16Bayern~50K0.21×
Fig. 06

Affinity by region

Affinity by region — porta Möbel, Germany
0.21×1.00×2.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for porta Möbel audience
#·InterestCategoryAffinity×
01Roompot VakantiesTravel & Leisure13.78×
02Möbel KraftHome & Garden11.73×
03Möbel HöffnerHome & Garden6.16×
04ImmobilienScout24Home & Garden6.11×
05XxxLutzShopping4.76×
06RollerHome & Garden4.06×
07VattenfallHome & Garden3.99×
08Western UnionBusiness & Career3.78×
09BAURShopping2.93×
10RossmannShopping2.72×
11TchiboShopping2.52×
12Ernsting's familyShopping2.43×
13AldiShopping2.28×
14ImmoScout24Home & Garden2.24×
15Aral AGCars & Mobility2.20×
16REWEShopping2.13×
17BarbieMovies & TV2.07×
18EBayShopping1.63×
19Obi (store)Shopping1.60×
20KauflandShopping1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the porta Möbel 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 porta Möbel audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN1.37×
DIY MentalityTHRILL1.36×
Quality AwarenessPREMIUM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by porta Möbel audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.68×
IndividualismJOY0.77×
Early Adopter MentalityPOWER0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is porta Möbel's target market in Germany?

porta Möbel's target market in Germany covers an estimated 1,631,414 people, concentrated in Nordrhein-Westfalen and Niedersachsen.

02

What is the gender split and age of porta Möbel customers?

66.8% of the porta Möbel audience are female, 33.2% are male, with an average age of 41.0 years.

03

Which brands do porta Möbel fans like most?

porta Möbel fans show strongest brand affinity for ImmobilienScout24 (6.11×), Möbel Höffner (6.16×), and Möbel Kraft (11.73×) over the country average.

04

Where do porta Möbel fans live in Germany?

porta Möbel fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Niedersachsen (reach ~400K), and Brandenburg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do porta Möbel fans also like?

Beyond porta Möbel itself, the audience over-indexes on Möbel Höffner (6.16×), Möbel Kraft (11.73×), Rossmann (2.72×), and Aldi (2.28×) compared to the Germany average.

Appendix

Explore more audiences

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

More Furniture shop audiences in Germany

See porta Möbel audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for porta Möbel. 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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