SKLUM Target Market in Germany
A data profile of the people who buy, follow and care about SKLUM in Germany — modelled from more than twelve digital signal sources. SKLUM has an estimated audience of 1,869,712 people in Germany.
The average SKLUM fan in Germany is 41.9 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, Ornamental plant, toom Baumarkt, with strongest over-indexing on Garden furniture (85.45× the country average).
Demographically, the SKLUM audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical SKLUM fan in Germany is more female, around 41.9 years old, with strong Quality Awareness tendencies and a notable affinity for Garden furniture.
At a glance
The key figures that characterise the SKLUM profile in Germany.
Search interest · 12-month trend
Customer demographics of SKLUM
61.6% are female, 38.4% are male, average age 41.9.
Gender split
| Metric | Value |
|---|---|
| Female | 61.6% |
| Male | 38.4% |
| Average age | 41.9 |
| Estimated audience size | 1,869,712 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 22% |
Geography
Where the SKLUM audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~60K | 1.66× | |
| 02 | Berlin | ~100K | 1.53× | |
| 03 | Nordrhein-Westfalen | ~500K | 1.33× | |
| 04 | Baden-Württemberg | ~300K | 1.29× | |
| 05 | Bayern | ~300K | 1.24× | |
| 06 | Hessen | ~200K | 1.24× | |
| 07 | Bremen | ~20K | 1.10× | |
| 08 | Niedersachsen | ~200K | 0.98× | |
| 09 | Schleswig-Holstein | ~60K | 0.98× | |
| 10 | Rheinland-Pfalz | ~80K | 0.97× | |
| 11 | Saarland | ~20K | 0.86× | |
| 12 | Brandenburg | ~40K | 0.71× | |
| 13 | Mecklenburg-Vorpommern | ~20K | 0.61× | |
| 14 | Sachsen | ~50K | 0.60× | |
| 15 | Thüringen | ~20K | 0.52× | |
| 16 | Sachsen-Anhalt | ~20K | 0.46× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the SKLUM audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden furniture | Home & Garden | 85.45× | ||
| 02 | Kitchen cabinet | Home & Garden | 7.29× | ||
| 03 | Ornamental plant | Home & Garden | 7.09× | ||
| 04 | toom Baumarkt | Shopping | 4.50× | ||
| 05 | Google News | News | 4.28× | ||
| 06 | Bedroom furniture | Home & Garden | 3.91× | ||
| 07 | Pergola | Home & Garden | 3.79× | ||
| 08 | Mattress | Home & Garden | 3.68× | ||
| 09 | Pillow | Home & Garden | 3.63× | ||
| 10 | Houseplant | Home & Garden | 3.35× | ||
| 11 | Garden centre | Home & Garden | 3.13× | ||
| 12 | Terraced house | Home & Garden | 2.93× | ||
| 13 | Hardware store | Home & Garden | 2.62× | ||
| 14 | Home Appliances | Home & Garden | 2.09× | ||
| 15 | Obi (store) | Shopping | 2.00× | ||
| 16 | Furniture | Home & Garden | 1.84× | ||
| 17 | IKEA | Home & Garden | 1.78× | ||
| 18 | Kitchen | Home & Garden | 1.73× | ||
| 19 | Nature | Home & Garden | 1.70× | ||
| 20 | Home improvement | Home & Garden | 1.55× |
Personality of the SKLUM 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 |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.17× | |
| DIY Mentality | THRILL | 1.78× | |
| Design Affinity | PREMIUM | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.88× | |
| Extroversion | THRILL | 0.89× | |
| Risk Appetite | THRILL | 0.89× |
Frequently asked questions
Who is SKLUM's target market in Germany?
SKLUM's target market in Germany covers an estimated 1,869,712 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of SKLUM customers?
61.6% of the SKLUM audience are female, 38.4% are male, with an average age of 41.9 years.
Which brands do SKLUM fans like most?
SKLUM fans show strongest brand affinity for Garden furniture (85.45×), Ornamental plant (7.09×), and toom Baumarkt (4.5×) over the country average.
Where do SKLUM fans live in Germany?
SKLUM fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). 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 Ornamental plant (7.09×), toom Baumarkt (4.5×), Google News (4.28×), and Obi (store) (2×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Furniture audiences in Germany
- IKEA (19,312,673)
- JYSK (8,032,732)
- Roller (3,572,148)
- Möbel Höffner (3,065,532)
- XXXLutz (2,992,687)
See SKLUM audiences in other countries
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.
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