Singles Day Audience in Germany
Singles Day has an estimated audience of 241,222 people in Germany. 62.1% are female, 37.9% are male, average age 35.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Squat (exercise), Skin (musician), Eventim, Harry Potter, Radio-controlled car.
The average Singles Day fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Squat (exercise), Skin (musician), Eventim, with strongest over-indexing on Squat (exercise) (9.47× the country average). Demographically, the Singles Day audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Community Orientation, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Politics & Society · Type: Event
Demographics of Singles Day fans
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 35.6 |
| Estimated audience size | 241,222 |
Audience persona
The typical Singles Day fan in Germany is more female, around 35.6 years old, with strong Community Orientation tendencies and a notable affinity for Squat (exercise).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 61,160 | 1.16× |
| Bayern | 42,643 | 1.1× |
| Baden-Württemberg | 35,484 | 1.08× |
| Niedersachsen | 23,443 | 1× |
| Hessen | 21,702 | 1.18× |
| Berlin | 13,710 | 1.27× |
| Sachsen | 12,055 | 1.02× |
| Rheinland-Pfalz | 11,320 | 0.94× |
| Hamburg | 8,115 | 1.49× |
| Schleswig-Holstein | 8,066 | 0.93× |
| Brandenburg | 6,011 | 0.8× |
| Thüringen | 5,454 | 0.89× |
| Sachsen-Anhalt | 4,197 | 0.67× |
| Mecklenburg-Vorpommern | 3,103 | 0.67× |
| Saarland | 2,499 | 0.84× |
| Bremen | 1,972 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Squat (exercise) | 9.47× | Sports |
| Skin (musician) | 15.51× | Music & Radio |
| Eventim | 4.86× | Travel & Leisure |
| Harry Potter | 1.93× | Movies & TV |
| Radio-controlled car | 9.77× | Kids & Family |
| Engraving | 6.08× | Home & Garden |
| Scotland | 5.86× | Travel & Leisure |
| Adidas Originals | 8.7× | Fashion & Accessoires |
| Honda Civic | 6.48× | Cars & Mobility |
| Chocolate (2008 film) | 16.63× | Movies & TV |
| VisitScotland | 12.19× | Travel & Leisure |
| Beverages | 1.66× | Food & Beverages |
| Mid-Autumn Festival | 15.57× | Travel & Leisure |
| Scottish Highlands | 8.56× | Travel & Leisure |
| Remote control | 9.2× | Home & Garden |
| Barbell | 3.85× | Sports |
| Discount stores | 1.55× | Shopping |
| Personalisation | 4.77× | Home & Garden |
| Suunto | 14.32× | Sports |
| Radio-controlled helicopter | 10.96× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Community Orientation | OPEN | 3.87 |
| Price Sensitivity | PREMIUM | 3.01 |
| Creativity | OPEN | 2.28 |
| Sustainability | BALANCE | 2.18 |
| Design Affinity | PREMIUM | 2.02 |
| Early Adopter Mentality | POWER | 1.82 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 16.1% |
| France | 9.1% |
| United Kingdom | 6.8% |
See Singles Day audiences in other countries
More Politics & Society audiences in Germany
- Bundesliga (23,414,929)
- FIFA World Cup (19,622,305)
- UEFA Champions League (18,624,368)
- 2. Bundesliga (13,064,500)
- Formula One (7,925,251)
Frequently asked questions
How many fans does Singles Day have in Germany?
Singles Day has an estimated audience of 241,222 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Singles Day fans?
62.1% of Singles Day fans are female, 37.9% are male, with an average age of 35.6 years.
Which brands do Singles Day fans like most?
Singles Day fans show strongest brand affinity for Squat (exercise) (9.47×), Skin (musician) (15.51×), and Eventim (4.86×) over the country average.
Where do Singles Day fans live in Germany?
Singles Day fans in Germany are most concentrated in Nordrhein-Westfalen (reach 61,160), Bayern (reach 42,643), and Baden-Württemberg (reach 35,484). These three regions account for the largest share of the active audience.
What other brands do Singles Day fans also like?
Beyond Singles Day itself, the audience over-indexes on Skin (musician) (15.51×), Eventim (4.86×), Harry Potter (1.93×), and Radio-controlled car (9.77×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Singles Day. 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.