Skagen Target Market in Germany
A data profile of the people who buy, follow and care about Skagen in Germany — modelled from more than twelve digital signal sources. Skagen has an estimated audience of 467,605 people in Germany.
The average Skagen fan in Germany is 40.5 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern.
Top brand affinities include Nixon (company), Swatch, Footloose (1984 film), with strongest over-indexing on Nixon (company) (42.67× the country average).
Demographically, the Skagen audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Luxury Orientation, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Skagen fan in Germany is more female, around 40.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Nixon (company).
At a glance
The key figures that characterise the Skagen profile in Germany.
Search interest · 12-month trend
Customer demographics of Skagen
66.6% are female, 33.4% are male, average age 40.5.
Gender split
| Metric | Value |
|---|---|
| Female | 66.6% |
| Male | 33.4% |
| Average age | 40.5 |
| Estimated audience size | 467,605 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Skagen audience comes from Germany.
| Country | Share |
|---|---|
| Denmark | 22.1% |
| Germany | 17.7% |
| Japan | 8.3% |
Geography
Where the Skagen audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Schleswig-Holstein | ~30K | 2.23× | |
| 02 | Hamburg | ~10K | 1.44× | |
| 03 | Mecklenburg-Vorpommern | ~10K | 1.32× | |
| 04 | Niedersachsen | ~50K | 1.25× | |
| 05 | Bremen | ~4K | 1.08× | |
| 06 | Sachsen-Anhalt | ~10K | 0.97× | |
| 07 | Brandenburg | ~10K | 0.92× | |
| 08 | Thüringen | ~10K | 0.91× | |
| 09 | Nordrhein-Westfalen | ~80K | 0.90× | |
| 10 | Sachsen | ~20K | 0.84× | |
| 11 | Berlin | ~20K | 0.84× | |
| 12 | Hessen | ~30K | 0.79× | |
| 13 | Bayern | ~50K | 0.68× | |
| 14 | Baden-Württemberg | ~40K | 0.66× | |
| 15 | Rheinland-Pfalz | ~10K | 0.65× | |
| 16 | Saarland | ~3K | 0.60× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Skagen audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Spring roll | Food & Beverages | 51.27× | ||
| 02 | Nixon (company) | Technology & Electronics | 42.67× | ||
| 03 | Dorfleben | Games | 33.43× | ||
| 04 | Puzzle : Game | Games | 28.13× | ||
| 05 | Footloose (1984 film) | Movies & TV | 23.51× | ||
| 06 | Swatch | Fashion & Accessoires | 13.47× | ||
| 07 | Paul Hewitt | Fashion & Accessoires | 11.81× | ||
| 08 | Chrono24 | Shopping | 8.46× | ||
| 09 | Fossil | Fashion & Accessoires | 8.31× | ||
| 10 | Seiko | Fashion & Accessoires | 8.15× | ||
| 11 | Watchmaker | Fashion & Accessoires | 5.41× | ||
| 12 | Garmin | Technology & Electronics | 4.73× | ||
| 13 | Day | Business & Career | 3.18× | ||
| 14 | Watch | Fashion & Accessoires | 3.07× | ||
| 15 | Netto Marken-Discount | Shopping | 2.57× | ||
| 16 | Tchibo | Shopping | 2.26× | ||
| 17 | Deichmann | Shopping | 2.19× | ||
| 18 | Breuninger | Fashion & Accessoires | 2.13× | ||
| 19 | TK Maxx | Shopping | 1.76× | ||
| 20 | Food | Food & Beverages | 1.59× |
Personality of the Skagen 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 |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.16× | |
| Design Affinity | PREMIUM | 1.34× | |
| Individualism | JOY | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.92× | |
| Need for Security | CONSERVATISM | 0.95× | |
| Social Media Usage | JOY | 0.96× |
Frequently asked questions
Who is Skagen's target market in Germany?
Skagen's target market in Germany covers an estimated 467,605 people, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Skagen customers?
66.6% of the Skagen audience are female, 33.4% are male, with an average age of 40.5 years.
Which brands do Skagen fans like most?
Skagen fans show strongest brand affinity for Nixon (company) (42.67×), Swatch (13.47×), and Footloose (1984 film) (23.51×) over the country average.
Where do Skagen fans live in Germany?
Skagen fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Niedersachsen (reach ~50K), and Bayern (reach ~50K). These three regions account for the largest share of the active audience.
What other brands do Skagen fans also like?
Beyond Skagen itself, the audience over-indexes on Swatch (13.47×), Footloose (1984 film) (23.51×), Dorfleben (33.43×), and Netto Marken-Discount (2.57×) compared to the Germany average.
Explore more audiences
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Skagen. 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.
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