Second-hand shop Audience in Germany
Second-hand shop has an estimated audience of 1,905,280 people in Germany. 69.5% are female, 30.5% are male, average age 39.2. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Charity shop, Used good, Deichmann, Rossmann, Hermès.
The average Second-hand shop fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Charity shop, Used good, Deichmann, with strongest over-indexing on Charity shop (6.93× the country average). Demographically, the Second-hand shop audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Sustainability, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Second-hand shop fans
| Metric | Value |
|---|---|
| Female | 69.5% |
| Male | 30.5% |
| Average age | 39.2 |
| Estimated audience size | 1,905,280 |
Audience persona
The typical Second-hand shop fan in Germany is more female, around 39.2 years old, with strong Sustainability tendencies and a notable affinity for Charity shop.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 407,475 | 0.98× |
| Baden-Württemberg | 318,416 | 1.22× |
| Bayern | 308,039 | 1.01× |
| Hessen | 159,019 | 1.1× |
| Berlin | 155,852 | 1.83× |
| Niedersachsen | 148,976 | 0.81× |
| Rheinland-Pfalz | 129,856 | 1.36× |
| Sachsen | 66,045 | 0.71× |
| Mecklenburg-Vorpommern | 58,006 | 1.59× |
| Schleswig-Holstein | 44,173 | 0.65× |
| Brandenburg | 40,929 | 0.69× |
| Thüringen | 40,352 | 0.83× |
| Hamburg | 39,891 | 0.93× |
| Sachsen-Anhalt | 26,764 | 0.54× |
| Bremen | 19,519 | 1.2× |
| Saarland | 13,204 | 0.56× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Charity shop | 6.93× | Fashion & Accessoires |
| Used good | 6.11× | Politics & Society |
| Deichmann | 1.98× | Shopping |
| Rossmann | 1.83× | Shopping |
| Hermès | 1.77× | Fashion & Accessoires |
| Bonprix | 2.03× | Shopping |
| Electronic (band) | 3.89× | Music & Radio |
| Tchibo | 1.95× | Shopping |
| Breuninger | 1.9× | Fashion & Accessoires |
| C&A | 1.85× | Shopping |
| Nice | 2.32× | Travel & Leisure |
| Shopping malls | 1.56× | Shopping |
| Boutiques | 1.52× | Fashion & Accessoires |
| Dresses | 1.57× | Fashion & Accessoires |
| Garage sale | 4.72× | Fashion & Accessoires |
| Flea market | 2.89× | Home & Garden |
| Immowelt | 1.56× | Home & Garden |
| Designer | 1.73× | Home & Garden |
| Rituals | 1.58× | Beauty & Wellness |
| Ernsting's family | 1.86× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 3.25 |
| Community Orientation | OPEN | 3.01 |
| Design Affinity | PREMIUM | 1.86 |
| Urban Lifestyle | OPEN | 1.84 |
| Early Adopter Mentality | POWER | 1.71 |
| Creativity | OPEN | 1.62 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 11.3% |
| United States | 10.7% |
| Germany | 10.0% |
See Second-hand shop audiences in other countries
More Shopping audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Second-hand shop have in Germany?
Second-hand shop has an estimated audience of 1,905,280 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Second-hand shop fans?
69.5% of Second-hand shop fans are female, 30.5% are male, with an average age of 39.2 years.
Which brands do Second-hand shop fans like most?
Second-hand shop fans show strongest brand affinity for Charity shop (6.93×), Used good (6.11×), and Deichmann (1.98×) over the country average.
Where do Second-hand shop fans live in Germany?
Second-hand shop fans in Germany are most concentrated in Nordrhein-Westfalen (reach 407,475), Baden-Württemberg (reach 318,416), and Bayern (reach 308,039). These three regions account for the largest share of the active audience.
What other brands do Second-hand shop fans also like?
Beyond Second-hand shop itself, the audience over-indexes on Used good (6.11×), Deichmann (1.98×), Rossmann (1.83×), and Hermès (1.77×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Second-hand shop. 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.