Scandinavia Audience in Germany
Scandinavia has an estimated audience of 3,260,858 people in Germany. 58.9% are female, 41.1% are male, average age 39.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Eurowings, Discount stores, REWE, EBay, Garden.
The average Scandinavia fan in Germany is 39.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Eurowings, Discount stores, REWE, with strongest over-indexing on Eurowings (2.93× the country average). Demographically, the Scandinavia audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Design Affinity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: POI · Subtype: Region
Demographics of Scandinavia fans
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 39.0 |
| Estimated audience size | 3,260,858 |
Audience persona
The typical Scandinavia fan in Germany is more female, around 39.0 years old, with strong Design Affinity tendencies and a notable affinity for Eurowings.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 802,893 | 1.13× |
| Bayern | 550,229 | 1.05× |
| Baden-Württemberg | 499,608 | 1.12× |
| Niedersachsen | 352,942 | 1.11× |
| Hessen | 259,729 | 1.05× |
| Rheinland-Pfalz | 152,819 | 0.94× |
| Sachsen | 148,359 | 0.93× |
| Berlin | 144,528 | 0.99× |
| Schleswig-Holstein | 130,523 | 1.11× |
| Brandenburg | 91,493 | 0.9× |
| Hamburg | 83,833 | 1.14× |
| Thüringen | 71,814 | 0.86× |
| Sachsen-Anhalt | 68,278 | 0.81× |
| Mecklenburg-Vorpommern | 60,180 | 0.97× |
| Saarland | 38,537 | 0.96× |
| Bremen | 25,925 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Eurowings | 2.93× | Travel & Leisure |
| Discount stores | 1.81× | Shopping |
| REWE | 1.88× | Shopping |
| EBay | 1.87× | Shopping |
| Garden | 1.74× | Home & Garden |
| Software | 1.56× | Technology & Electronics |
| Tagesschau | 1.59× | Movies & TV |
| Kaufland | 1.8× | Shopping |
| Bild | 1.56× | News |
| IKEA | 1.7× | Home & Garden |
| Hotels | 1.73× | Travel & Leisure |
| Leisure | 1.64× | Travel & Leisure |
| Spiegel Online | 1.64× | News |
| Mobile phones | 1.63× | Technology & Electronics |
| Obi (store) | 1.63× | Shopping |
| Edeka | 1.68× | Shopping |
| Shoes | 1.63× | Fashion & Accessoires |
| Nordic countries | 4.79× | Travel & Leisure |
| Veganism | 1.75× | Food & Beverages |
| Netto Marken-Discount | 1.69× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.87 |
| DIY Mentality | THRILL | 1.42 |
| Indulgence | JOY | 1.37 |
| Sustainability | BALANCE | 1.35 |
| Luxury Orientation | PREMIUM | 1.32 |
| Sports Activity | POWER | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| Sweden | 10.3% |
| Germany | 8.9% |
| United States | 8.6% |
See Scandinavia audiences in other countries
More Region audiences in Germany
- North Rhine-Westphalia (12,537,146)
- Bavaria (11,233,911)
- Baden-Württemberg (9,848,271)
- Rhine (9,303,980)
- Lower Saxony (6,360,906)
Frequently asked questions
How many fans does Scandinavia have in Germany?
Scandinavia has an estimated audience of 3,260,858 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Scandinavia fans?
58.9% of Scandinavia fans are female, 41.1% are male, with an average age of 39.0 years.
Which brands do Scandinavia fans like most?
Scandinavia fans show strongest brand affinity for Eurowings (2.93×), Discount stores (1.81×), and REWE (1.88×) over the country average.
Where do Scandinavia fans live in Germany?
Scandinavia fans in Germany are most concentrated in Nordrhein-Westfalen (reach 802,893), Bayern (reach 550,229), and Baden-Württemberg (reach 499,608). These three regions account for the largest share of the active audience.
What other brands do Scandinavia fans also like?
Beyond Scandinavia itself, the audience over-indexes on Discount stores (1.81×), REWE (1.88×), EBay (1.87×), and Garden (1.74×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Scandinavia. 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.