SKLUM Audience in Germany
SKLUM has an estimated audience of 1,684,143 people in Germany. 61.0% are female, 39.0% are male, average age 41.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Garden furniture, Ariana Grande, Obi (store), Tagesschau, Google News.
The average SKLUM fan in Germany is 41.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Garden furniture, Ariana Grande, Obi (store), with strongest over-indexing on Garden furniture (64.27× the country average). Demographically, the SKLUM audience skews more female with an average age of 41.7, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of SKLUM fans
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 41.7 |
| Estimated audience size | 1,684,143 |
Audience persona
The typical SKLUM fan in Germany is more female, around 41.7 years old, with strong DIY Mentality tendencies and a notable affinity for Garden furniture.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 472,806 | 1.28× |
| Bayern | 343,743 | 1.27× |
| Baden-Württemberg | 297,048 | 1.29× |
| Hessen | 162,367 | 1.27× |
| Niedersachsen | 153,734 | 0.94× |
| Berlin | 123,578 | 1.64× |
| Rheinland-Pfalz | 80,029 | 0.95× |
| Hamburg | 64,075 | 1.68× |
| Schleswig-Holstein | 59,007 | 0.98× |
| Sachsen | 50,603 | 0.61× |
| Brandenburg | 35,402 | 0.68× |
| Thüringen | 20,919 | 0.49× |
| Mecklenburg-Vorpommern | 19,145 | 0.6× |
| Sachsen-Anhalt | 18,126 | 0.42× |
| Saarland | 17,141 | 0.83× |
| Bremen | 15,599 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Garden furniture | 64.27× | Home & Garden |
| Ariana Grande | 5.99× | Music & Radio |
| Obi (store) | 2.07× | Shopping |
| Tagesschau | 1.86× | Movies & TV |
| Google News | 3.82× | News |
| Hygiene | 2.88× | Beauty & Wellness |
| RTL Television | 2.82× | Movies & TV |
| Furniture | 1.77× | Home & Garden |
| toom Baumarkt | 3.48× | Shopping |
| Ready-to-assemble furniture | 5× | Home & Garden |
| IKEA | 1.62× | Home & Garden |
| Bedroom furniture | 3.46× | Home & Garden |
| Stuttgart | 2.41× | Travel & Leisure |
| North Rhine-Westphalia | 1.92× | Travel & Leisure |
| Satire | 3.15× | Literature |
| Ornamental plant | 2.55× | Home & Garden |
| Hairstyle | 2.14× | Beauty & Wellness |
| Storm of Love | 2.66× | Movies & TV |
| Hardware store | 2.27× | Home & Garden |
| Transfermarkt | 1.88× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.73 |
| Quality Awareness | PREMIUM | 1.52 |
| Design Affinity | PREMIUM | 1.42 |
| Indulgence | JOY | 1.2 |
| Convenience Orientation | PREMIUM | 1.18 |
| Sports Activity | POWER | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| Spain | 39.2% |
| France | 20.2% |
| Italy | 13.1% |
See SKLUM audiences in other countries
More Furniture audiences in Germany
- IKEA (19,312,673)
- JYSK (8,032,732)
- Roller (3,611,654)
- XXXLutz (3,112,802)
- Möbel Höffner (3,052,125)
Frequently asked questions
How many fans does SKLUM have in Germany?
SKLUM has an estimated audience of 1,684,143 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of SKLUM fans?
61.0% of SKLUM fans are female, 39.0% are male, with an average age of 41.7 years.
Which brands do SKLUM fans like most?
SKLUM fans show strongest brand affinity for Garden furniture (64.27×), Ariana Grande (5.99×), and Obi (store) (2.07×) over the country average.
Where do SKLUM fans live in Germany?
SKLUM fans in Germany are most concentrated in Nordrhein-Westfalen (reach 472,806), Bayern (reach 343,743), and Baden-Württemberg (reach 297,048). These three regions account for the largest share of the active audience.
What other brands do SKLUM fans also like?
Beyond SKLUM itself, the audience over-indexes on Ariana Grande (5.99×), Obi (store) (2.07×), Tagesschau (1.86×), and Google News (3.82×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for SKLUM. 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.