Sotheby's Audience in Germany
Sotheby's has an estimated audience of 415,989 people in Germany. 44.2% are female, 55.8% are male, average age 39.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Christie's, Tate Modern, Art Basel, Museum of Modern Art, Goyard.
The average Sotheby's fan in Germany is 39.7 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Christie's, Tate Modern, Art Basel, with strongest over-indexing on Christie's (26.44× the country average). Demographically, the Sotheby's audience skews more male with an average age of 39.7, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand
Demographics of Sotheby's fans
| Metric | Value |
|---|---|
| Female | 44.2% |
| Male | 55.8% |
| Average age | 39.7 |
| Estimated audience size | 415,989 |
Audience persona
The typical Sotheby's fan in Germany is more male, around 39.7 years old, with strong Quality Awareness tendencies and a notable affinity for Christie's.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 105,832 | 1.16× |
| Bayern | 90,132 | 1.35× |
| Baden-Württemberg | 62,439 | 1.1× |
| Niedersachsen | 40,971 | 1.01× |
| Hessen | 37,290 | 1.18× |
| Berlin | 29,110 | 1.57× |
| Rheinland-Pfalz | 18,170 | 0.87× |
| Schleswig-Holstein | 16,444 | 1.1× |
| Hamburg | 15,861 | 1.69× |
| Sachsen | 14,761 | 0.72× |
| Brandenburg | 11,277 | 0.87× |
| Thüringen | 6,264 | 0.59× |
| Sachsen-Anhalt | 5,082 | 0.47× |
| Mecklenburg-Vorpommern | 4,763 | 0.6× |
| Saarland | 3,730 | 0.73× |
| Bremen | 3,501 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Christie's | 26.44× | Business & Career |
| Tate Modern | 25.99× | Arts & Culture |
| Art Basel | 19.91× | Arts & Culture |
| Museum of Modern Art | 12.6× | Arts & Culture |
| Goyard | 25.16× | Fashion & Accessoires |
| Metropolitan Museum of Art | 17.84× | Arts & Culture |
| Tagesschau | 3.13× | Movies & TV |
| LOEWE | 9.71× | Fashion & Accessoires |
| Saatchi Gallery | 14.43× | Arts & Culture |
| Gagosian Gallery | 18.34× | Arts & Culture |
| Art auction | 13.25× | Arts & Culture |
| Art Collecting | 10.07× | Arts & Culture |
| Vertu | 36.14× | Technology & Electronics |
| Phillips (auctioneers) | 19.58× | Shopping |
| Arts and music | 1.74× | Arts & Culture |
| Picture book | 4.54× | Literature |
| Frieze Art Fair | 17.97× | Arts & Culture |
| Danish design | 3.88× | Home & Garden |
| Contemporary art | 3.2× | Arts & Culture |
| Art exhibition | 3.65× | Arts & Culture |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 6.33 |
| Luxury Orientation | PREMIUM | 2.5 |
| Design Affinity | PREMIUM | 2.39 |
| Sustainability | BALANCE | 1.9 |
| Early Adopter Mentality | POWER | 1.84 |
| Urban Lifestyle | OPEN | 1.8 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.3% |
| China | 10.5% |
| United Kingdom | 7.7% |
See Sotheby's audiences in other countries
More Business & Career audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Sotheby's have in Germany?
Sotheby's has an estimated audience of 415,989 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sotheby's fans?
44.2% of Sotheby's fans are female, 55.8% are male, with an average age of 39.7 years.
Which brands do Sotheby's fans like most?
Sotheby's fans show strongest brand affinity for Christie's (26.44×), Tate Modern (25.99×), and Art Basel (19.91×) over the country average.
Where do Sotheby's fans live in Germany?
Sotheby's fans in Germany are most concentrated in Nordrhein-Westfalen (reach 105,832), Bayern (reach 90,132), and Baden-Württemberg (reach 62,439). These three regions account for the largest share of the active audience.
What other brands do Sotheby's fans also like?
Beyond Sotheby's itself, the audience over-indexes on Tate Modern (25.99×), Art Basel (19.91×), Museum of Modern Art (12.6×), and Goyard (25.16×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sotheby's. 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.