Shopping and fashion Audience in Germany
Shopping and fashion has an estimated audience of 38,134,644 people in Germany. 53.8% are female, 46.2% are male, average age 37.6. Top regions: Niedersachsen, Bayern, Baden-Württemberg. Top brand affinities: Discounting, Credit (finance), Eye shadow, Private school, Miu Miu.
The average Shopping and fashion fan in Germany is 37.6 years old, balanced, and lives primarily in Niedersachsen. The audience is concentrated in Niedersachsen, Bayern, Baden-Württemberg. Top brand affinities include Discounting, Credit (finance), Eye shadow, with strongest over-indexing on Discounting (1.58× the country average). Demographically, the Shopping and fashion audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Luxury Orientation, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 16 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Topic · Subtype: Lifestyle cluster
Demographics of Shopping and fashion fans
| Metric | Value |
|---|---|
| Female | 53.8% |
| Male | 46.2% |
| Average age | 37.6 |
| Estimated audience size | 38,134,644 |
Audience persona
The typical Shopping and fashion fan in Germany is balanced, around 37.6 years old, with strong Luxury Orientation tendencies and a notable affinity for Discounting.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Niedersachsen | 4,044,177 | 1.09× |
| Bayern | 3,933,322 | 0.64× |
| Baden-Württemberg | 3,879,549 | 0.75× |
| Nordrhein-Westfalen | 3,651,028 | 0.44× |
| Hessen | 2,905,939 | 1× |
| Rheinland-Pfalz | 2,456,786 | 1.29× |
| Berlin | 2,366,767 | 1.39× |
| Schleswig-Holstein | 1,890,149 | 1.38× |
| Sachsen | 1,832,355 | 0.98× |
| Hamburg | 1,396,924 | 1.84× |
| Mecklenburg-Vorpommern | 1,180,198 | 3.04× |
| Thüringen | 1,133,180 | 1.17× |
| Brandenburg | 680,018 | 0.57× |
| Saarland | 641,477 | 1.37× |
| Bremen | 528,661 | 1.93× |
| Sachsen-Anhalt | 366,846 | 0.37× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Discounting | 1.58× | Shopping |
| Credit (finance) | 1.94× | Business & Career |
| Eye shadow | 1.55× | Beauty & Wellness |
| Private school | 1.66× | Kids & Family |
| Miu Miu | 1.76× | Fashion & Accessoires |
| Ritz-Carlton Hotel Company | 2.92× | Travel & Leisure |
| City of Brussels | 3.33× | Travel & Leisure |
| Eyelid | 2.23× | Beauty & Wellness |
| 77Onlineshop | 1.56× | Shopping |
| Happy Mondays | 4.85× | Music & Radio |
| Eau de toilette | 1.56× | Beauty & Wellness |
| Internet Marketing Explained | 1.71× | |
| R.W.D. Molenbeek | 2.02× | Sports |
| Baju Murah | 1.51× | Fashion & Accessoires |
| The Soup Dragons | 4.24× | Music & Radio |
| CorePower Yoga | 1.97× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.19 |
| Career Orientation | POWER | 1.17 |
| Sports Activity | POWER | 1.13 |
| Early Adopter Mentality | POWER | 1.1 |
| LGBTQ+ Identity | OPEN | 1.09 |
| Extroversion | THRILL | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.2% |
| Japan | 8.9% |
| India | 4.7% |
See Shopping and fashion 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)
- Arts and music (37,163,288)
- Sports and outdoors (37,119,565)
Frequently asked questions
How many fans does Shopping and fashion have in Germany?
Shopping and fashion has an estimated audience of 38,134,644 people in Germany, concentrated in Niedersachsen and Bayern.
What is the gender split and age of Shopping and fashion fans?
53.8% of Shopping and fashion fans are female, 46.2% are male, with an average age of 37.6 years.
Which brands do Shopping and fashion fans like most?
Shopping and fashion fans show strongest brand affinity for Discounting (1.58×), Credit (finance) (1.94×), and Eye shadow (1.55×) over the country average.
Where do Shopping and fashion fans live in Germany?
Shopping and fashion fans in Germany are most concentrated in Niedersachsen (reach 4,044,177), Bayern (reach 3,933,322), and Baden-Württemberg (reach 3,879,549). These three regions account for the largest share of the active audience.
What other brands do Shopping and fashion fans also like?
Beyond Shopping and fashion itself, the audience over-indexes on Credit (finance) (1.94×), Eye shadow (1.55×), Private school (1.66×), and Miu Miu (1.76×) 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 and fashion. 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.