Rascasse Audience Intelligence

Smart Shopping Audience in Germany

A data profile of the people who buy, follow and care about Smart Shopping in Germany — modelled from more than twelve digital signal sources. Smart Shopping has an estimated audience of 344,673 people in Germany.

#11among E-Commerce in Germany#5726among Topic in Germany#379in Shopping

The average Smart Shopping fan in Germany is 34.4 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Discount card, Mytheresa.com, Columbia University, with strongest over-indexing on Discount card (178.53× the country average).

Demographically, the Smart Shopping audience skews balanced with an average age of 34.4, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Smart Shopping fan in Germany is balanced, around 34.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Discount card.

Category: Shopping · Type: Topic · Subtype: E-Commerce

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Smart Shopping profile in Germany.

Audience size
345K
in Germany
Gender
50.3%♀
49.7% male
Age
34.4
average years
Country rank
#15699
Topic in Germany
Fig. 01

Search interest · 12-month trend

+85%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Smart Shopping fans

50.3% are female, 49.7% are male, average age 34.4.

Fig. 02

Gender split

50.3%
Female
49.7%
Male
Demographic split for Smart Shopping audience in Germany
MetricValue
Female50.3%
Male49.7%
Average age34.4
Estimated audience size344,673
Fig. 03

Age distribution

Ø 34.4
average years
Age distribution of the Smart Shopping audience in Germany
Age bracketShare%
16-1934%
20-2920%
30-3915%
40-4918%
50+12%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Smart Shopping audience comes from Germany.

Worldwide audience distribution share by country for Smart Shopping
CountryShare
United States15.2%
India14.8%
Japan11.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Smart Shopping audience in Germany is strongest.

Fig. 05

Top regions by affinity

Smart Shopping fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~4K1.48×
02Saarland~5K1.24×
03Mecklenburg-Vorpommern~7K1.09×
04Sachsen-Anhalt~9K1.05×
05Thüringen~9K1.05×
06Brandenburg~10K0.96×
07Hamburg~7K0.95×
08Schleswig-Holstein~10K0.94×
09Rheinland-Pfalz~20K0.90×
10Sachsen~10K0.88×
11Berlin~10K0.87×
12Niedersachsen~30K0.86×
13Nordrhein-Westfalen~60K0.84×
14Hessen~20K0.84×
15Baden-Württemberg~40K0.76×
16Bayern~40K0.73×
Fig. 06

Affinity by region

Affinity by region — Smart Shopping, Germany
0.73×1.00×1.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Smart Shopping audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Smart Shopping audience
#·InterestCategoryAffinity×
01Discount cardShopping178.53×
02Columbia UniversityBusiness & Career88.09×
03Deepika PadukoneMovies & TV82.37×
04Mytheresa.comShopping71.96×
05Purchase discountShopping30.67×
06Convenience storeFood & Beverages20.00×
07Thai AirwaysTravel & Leisure20.00×
08University of CambridgeBusiness & Career20.00×
09Rose LeslieMovies & TV20.00×
10ScrabbleGames20.00×
11Formal wearFashion & Accessoires17.89×
12BodysuitFashion & Accessoires16.97×
13Dead Poets SocietyMovies & TV16.61×
14Jutarnji listNews13.01×
15Novak DjokovicSports12.52×
16BlicNews12.11×
17Day spaBeauty & Wellness8.62×
18Cyber MondayShopping6.89×
19CHECK24Business & Career6.30×
20KitchenHome & Garden3.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Smart Shopping audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Smart Shopping audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM31.79×
Convenience OrientationPREMIUM4.50×
Career OrientationPOWER2.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Smart Shopping audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.75×
Pet OwnershipJOY0.76×
Healthy LifestyleBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Smart Shopping have in Germany?

Smart Shopping has an estimated audience of 344,673 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Smart Shopping fans?

50.3% of Smart Shopping fans are female, 49.7% are male, with an average age of 34.4 years.

03

Which brands do Smart Shopping fans like most?

Smart Shopping fans show strongest brand affinity for Discount card (178.53×), Mytheresa.com (71.96×), and Columbia University (88.09×) over the country average.

04

Where do Smart Shopping fans live in Germany?

Smart Shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Smart Shopping fans also like?

Beyond Smart Shopping itself, the audience over-indexes on Mytheresa.com (71.96×), Columbia University (88.09×), Purchase discount (30.67×), and Deepika Padukone (82.37×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More E-Commerce audiences in Germany

See Smart Shopping audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Smart Shopping. 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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