Rascasse Audience Intelligence

Son Audience in Germany

A data profile of the people who buy, follow and care about Son in Germany — modelled from more than twelve digital signal sources. Son has an estimated audience of 648,991 people in Germany.

#4038among Topic in Germany#221in Kids & Family

The average Son fan in Germany is 36.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Child development, Volunteering, Home Delivery, with strongest over-indexing on Child development (7.84× the country average).

Demographically, the Son audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Convenience Orientation, Luxury Orientation.

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

The typical Son fan in Germany is more female, around 36.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Child development.

Category: Kids & Family · Type: Topic

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 Son profile in Germany.

Audience size
649K
in Germany
Gender
67.6%♀
32.4% male
Age
36.1
average years
Country rank
#9448
Topic in Germany
Fig. 01

Search interest · 12-month trend

+32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Son fans

67.6% are female, 32.4% are male, average age 36.1.

Fig. 02

Gender split

67.6%
Female
32.4%
Male
Demographic split for Son audience in Germany
MetricValue
Female67.6%
Male32.4%
Average age36.1
Estimated audience size648,991
Fig. 03

Age distribution

Ø 36.1
average years
Age distribution of the Son audience in Germany
Age bracketShare%
16-1922%
20-2925%
30-3923%
40-4920%
50+10%
Fig. 04

Worldwide distribution

1.4%

of the worldwide Son audience comes from Germany.

Worldwide audience distribution share by country for Son
CountryShare
Brazil17.3%
Japan15.5%
United States12.6%
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 Son audience in Germany is strongest.

Fig. 05

Top regions by affinity

Son fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~70K1.33×
02Nordrhein-Westfalen~200K1.19×
03Hamburg~20K1.15×
04Bremen~6K1.15×
05Berlin~30K1.05×
06Bayern~100K1.03×
07Schleswig-Holstein~20K1.03×
08Baden-Württemberg~90K1.02×
09Niedersachsen~60K0.99×
10Rheinland-Pfalz~30K0.99×
11Saarland~8K0.95×
12Sachsen~30K0.86×
13Mecklenburg-Vorpommern~10K0.86×
14Brandenburg~20K0.85×
15Thüringen~10K0.82×
16Sachsen-Anhalt~10K0.78×
Fig. 06

Affinity by region

Affinity by region — Son, Germany
0.78×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Son audience
#·InterestCategoryAffinity×
01FestinaFashion & Accessoires22.92×
02Home DeliveryFood & Beverages14.27×
03Costume partyArts & Culture10.40×
04HomeschoolingPolitics & Society9.35×
05The Timberland CompanyFashion & Accessoires8.58×
06ArezzoTravel & Leisure8.37×
07Child developmentBusiness & Career7.84×
08Korean dramaMovies & TV6.70×
09VolunteeringPolitics & Society6.00×
10PajamasFashion & Accessoires5.04×
11PampersKids & Family4.55×
12First-time buyerShopping4.35×
13KitchenHome & Garden3.64×
14SkyscannerTravel & Leisure3.63×
15EarringFashion & Accessoires3.11×
16PrimarkShopping2.90×
17BeachesTravel & Leisure2.17×
18Do it yourself (DIY)Home & Garden1.90×
19CHECK24Business & Career1.90×
20AirbnbTravel & Leisure1.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Son 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 Son audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM3.95×
Luxury OrientationPREMIUM1.64×
SpiritualityBALANCE1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Son audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.55×
Need for SecurityCONSERVATISM0.73×
Early Adopter MentalityPOWER0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Son have in Germany?

Son has an estimated audience of 648,991 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Son fans?

67.6% of Son fans are female, 32.4% are male, with an average age of 36.1 years.

03

Which brands do Son fans like most?

Son fans show strongest brand affinity for Child development (7.84×), Volunteering (6×), and Home Delivery (14.27×) over the country average.

04

Where do Son fans live in Germany?

Son fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Son fans also like?

Beyond Son itself, the audience over-indexes on Volunteering (6×), Home Delivery (14.27×), Homeschooling (9.35×), and Kitchen (3.64×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Son audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →