Shopping Audience in Germany
Shopping has an estimated audience of 34,781,357 people in Germany. 54.6% are female, 45.4% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Gong Yoo, BoA, Miss A, K-Dramas, West Bromwich Albion F.C..
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 Gong Yoo, BoA, Miss A, with strongest over-indexing on Gong Yoo (1.57× the country average). Demographically, the Shopping audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Career Orientation, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 13 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Shopping fans
| Metric | Value |
|---|---|
| Female | 54.6% |
| Male | 45.4% |
| Average age | 39.6 |
| Estimated audience size | 34,781,357 |
Audience persona
The typical Shopping fan in Germany is balanced, around 39.6 years old, with strong Career Orientation tendencies and a notable affinity for Gong Yoo.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 6,168,704 | 0.81× |
| Bayern | 5,242,671 | 0.94× |
| Baden-Württemberg | 4,782,829 | 1.01× |
| Niedersachsen | 3,626,629 | 1.07× |
| Hessen | 2,223,155 | 0.84× |
| Sachsen | 1,975,049 | 1.16× |
| Rheinland-Pfalz | 1,496,786 | 0.86× |
| Berlin | 1,468,663 | 0.94× |
| Schleswig-Holstein | 1,449,507 | 1.16× |
| Brandenburg | 1,296,292 | 1.2× |
| Thüringen | 1,018,959 | 1.15× |
| Sachsen-Anhalt | 998,188 | 1.11× |
| Mecklenburg-Vorpommern | 925,709 | 1.39× |
| Hamburg | 766,459 | 0.98× |
| Bremen | 251,290 | 0.84× |
| Saarland | 229,310 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gong Yoo | 1.57× | Movies & TV |
| BoA | 1.65× | Music & Radio |
| Miss A | 1.57× | Music & Radio |
| K-Dramas | 1.51× | Movies & TV |
| West Bromwich Albion F.C. | 1.5× | Sports |
| CONCACAF Gold Cup | 1.53× | Sports |
| ikon | 1.65× | Music & Radio |
| Exile (Japanese band) | 1.51× | Music & Radio |
| Monsta X | 1.52× | Music & Radio |
| Girls' Generation-TTS | 1.52× | Music & Radio |
| TVXQ | 1.54× | Music & Radio |
| ONEUS | 1.52× | Music & Radio |
| KpopStarz | 1.57× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.39 |
| Sports Activity | POWER | 1.31 |
| Design Affinity | PREMIUM | 1.3 |
| DIY Mentality | THRILL | 1.29 |
| Luxury Orientation | PREMIUM | 1.28 |
| Family Orientation | CONSERVATISM | 1.27 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.8% |
| Japan | 7.1% |
| India | 5.9% |
See Shopping audiences in other countries
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)
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 Gong Yoo (1.57×), BoA (1.65×), and Miss A (1.57×) over the country average.
Where do Shopping fans live in Germany?
Shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach 6,168,704), Bayern (reach 5,242,671), and Baden-Württemberg (reach 4,782,829). 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 BoA (1.65×), Miss A (1.57×), K-Dramas (1.51×), and West Bromwich Albion F.C. (1.5×) compared to the Germany average.
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.