Social shopping Audience in Germany
Social shopping has an estimated audience of 1,876,822 people in Germany. 60.5% are female, 39.5% are male, average age 35.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Flower bouquet, Gina Tricot, Eyelash extensions, Oysho, Foundation (cosmetics).
The average Social shopping 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 Flower bouquet, Gina Tricot, Eyelash extensions, with strongest over-indexing on Flower bouquet (13.5× the country average). Demographically, the Social shopping audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Design Affinity, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Topic
Demographics of Social shopping fans
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 35.6 |
| Estimated audience size | 1,876,822 |
Audience persona
The typical Social shopping fan in Germany is more female, around 35.6 years old, with strong Design Affinity tendencies and a notable affinity for Flower bouquet.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 163,149 | 0.4× |
| Bayern | 127,942 | 0.42× |
| Baden-Württemberg | 84,514 | 0.33× |
| Rheinland-Pfalz | 78,920 | 0.84× |
| Brandenburg | 73,286 | 1.26× |
| Niedersachsen | 72,310 | 0.4× |
| Schleswig-Holstein | 69,960 | 1.04× |
| Thüringen | 69,739 | 1.46× |
| Sachsen | 65,048 | 0.71× |
| Sachsen-Anhalt | 62,019 | 1.28× |
| Hessen | 56,099 | 0.39× |
| Saarland | 54,409 | 2.36× |
| Berlin | 54,325 | 0.65× |
| Bremen | 51,840 | 3.23× |
| Hamburg | 44,478 | 1.05× |
| Mecklenburg-Vorpommern | 42,403 | 1.18× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Flower bouquet | 13.5× | Home & Garden |
| Gina Tricot | 16.3× | Fashion & Accessoires |
| Eyelash extensions | 12.24× | Beauty & Wellness |
| Oysho | 14.44× | Fashion & Accessoires |
| Foundation (cosmetics) | 12.32× | Beauty & Wellness |
| COS | 10.01× | Shopping |
| Lip gloss | 11.7× | Beauty & Wellness |
| Primark | 6.14× | Shopping |
| Hosiery | 10.04× | Fashion & Accessoires |
| Face powder | 10.78× | Beauty & Wellness |
| Nightwear | 12.87× | Fashion & Accessoires |
| Jack White | 11.53× | Movies & TV |
| WE Fashion | 15.47× | Fashion & Accessoires |
| Panties | 9.12× | Fashion & Accessoires |
| Skirt | 6.08× | Fashion & Accessoires |
| Intimissimi | 8.71× | Fashion & Accessoires |
| TEZENIS | 18.55× | Fashion & Accessoires |
| Lindex | 17.97× | Fashion & Accessoires |
| Tally Weijl | 14.84× | Fashion & Accessoires |
| Gift card | 7.1× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.95 |
| Career Orientation | POWER | 1.9 |
| Sustainability | BALANCE | 1.82 |
| Sports Activity | POWER | 1.64 |
| Luxury Orientation | PREMIUM | 1.57 |
| DIY Mentality | THRILL | 1.49 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 30.1% |
| United States | 11.1% |
| South Korea | 8.7% |
See Social shopping audiences in other countries
More Shopping audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Social shopping have in Germany?
Social shopping has an estimated audience of 1,876,822 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Social shopping fans?
60.5% of Social shopping fans are female, 39.5% are male, with an average age of 35.6 years.
Which brands do Social shopping fans like most?
Social shopping fans show strongest brand affinity for Flower bouquet (13.5×), Gina Tricot (16.3×), and Eyelash extensions (12.24×) over the country average.
Where do Social shopping fans live in Germany?
Social shopping fans in Germany are most concentrated in Nordrhein-Westfalen (reach 163,149), Bayern (reach 127,942), and Baden-Württemberg (reach 84,514). These three regions account for the largest share of the active audience.
What other brands do Social shopping fans also like?
Beyond Social shopping itself, the audience over-indexes on Gina Tricot (16.3×), Eyelash extensions (12.24×), Oysho (14.44×), and Foundation (cosmetics) (12.32×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Social 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.