Shopping Audience in Germany
A data profile of the people who buy, follow and care about Shopping in Germany — modelled from more than twelve digital signal sources. Shopping has an estimated audience of 34,781,357 people in Germany.
The average Shopping fan in Germany is 39.6 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include ONEUS, Gong Yoo, BoA, with strongest over-indexing on ONEUS (1.52× the country average).
Demographically, the Shopping audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Individualism, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 13 brand affinities and 16 regions tracked by Rascasse.
The typical Shopping fan in Germany is balanced, around 39.6 years old, with strong Individualism tendencies and a notable affinity for ONEUS.
At a glance
The key figures that characterise the Shopping profile in Germany.
Search interest · 12-month trend
Demographics of Shopping fans
54.6% are female, 45.4% are male, average age 39.6.
Gender split
| Metric | Value |
|---|---|
| Female | 54.6% |
| Male | 45.4% |
| Average age | 39.6 |
| Estimated audience size | 34,781,357 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 20% |
Worldwide distribution
of the worldwide Shopping audience comes from Germany.
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 7.1% |
| India | 5.9% |
Geography
Where the Shopping audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mecklenburg-Vorpommern | ~1M | 1.50× | |
| 02 | Brandenburg | ~1.5M | 1.16× | |
| 03 | Schleswig-Holstein | ~1.5M | 1.15× | |
| 04 | Sachsen | ~2M | 1.14× | |
| 05 | Thüringen | ~1M | 1.13× | |
| 06 | Sachsen-Anhalt | ~1M | 1.10× | |
| 07 | Niedersachsen | ~3.5M | 1.03× | |
| 08 | Berlin | ~1.5M | 1.03× | |
| 09 | Hamburg | ~800K | 1.00× | |
| 10 | Baden-Württemberg | ~4.5M | 0.99× | |
| 11 | Bayern | ~5.5M | 0.95× | |
| 12 | Bremen | ~300K | 0.89× | |
| 13 | Hessen | ~2.5M | 0.86× | |
| 14 | Rheinland-Pfalz | ~1.5M | 0.86× | |
| 15 | Nordrhein-Westfalen | ~6M | 0.80× | |
| 16 | Saarland | ~300K | 0.59× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Shopping audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BoA | Music & Radio | 1.65× | ||
| 02 | ikon | Music & Radio | 1.65× | ||
| 03 | Gong Yoo | Movies & TV | 1.57× | ||
| 04 | Miss A | Music & Radio | 1.57× | ||
| 05 | KpopStarz | Music & Radio | 1.57× | ||
| 06 | TVXQ | Music & Radio | 1.54× | ||
| 07 | CONCACAF Gold Cup | Sports | 1.53× | ||
| 08 | ONEUS | Music & Radio | 1.52× | ||
| 09 | Monsta X | Music & Radio | 1.52× | ||
| 10 | Girls' Generation-TTS | Music & Radio | 1.52× | ||
| 11 | K-Dramas | Movies & TV | 1.51× | ||
| 12 | Exile (Japanese band) | Music & Radio | 1.51× | ||
| 13 | West Bromwich Albion F.C. | Sports | 1.50× |
Personality of the Shopping audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.87× | |
| Pet Ownership | JOY | 0.85× | |
| DIY Mentality | THRILL | 0.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.66× | |
| Indulgence | JOY | 0.67× | |
| Patriotism | CONSERVATISM | 0.67× |
Frequently asked questions
How many fans does Shopping have in Germany?
Shopping has an estimated audience of 34,781,357 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Shopping fans?
54.6% of Shopping fans are female, 45.4% are male, with an average age of 39.6 years.
Which brands do Shopping fans like most?
Shopping fans show strongest brand affinity for ONEUS (1.52×), Gong Yoo (1.57×), and BoA (1.65×) over the country average.
Where do Shopping fans live in Germany?
Shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~6M), Bayern (reach ~5.5M), and Baden-Württemberg (reach ~4.5M). These three regions account for the largest share of the active audience.
What other brands do Shopping fans also like?
Beyond Shopping itself, the audience over-indexes on Gong Yoo (1.57×), BoA (1.65×), Miss A (1.57×), and K-Dramas (1.51×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Lifestyle cluster 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)
See Shopping audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Shopping. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.