Stockmann Audience in Germany
Stockmann has an estimated audience of 226,996 people in Germany. 53.8% are female, 46.2% are male, average age 38.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Hair salon, Olaplex, Hagel Shop, Nioxin, Architecture & Interior Design.
The average Stockmann fan in Germany is 38.2 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Hair salon, Olaplex, Hagel Shop, with strongest over-indexing on Hair salon (210.84× the country average). Demographically, the Stockmann audience skews balanced with an average age of 38.2, and over-indexes on personality traits such as LGBTQ+ Identity, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Department store
Demographics of Stockmann fans
| Metric | Value |
|---|---|
| Female | 53.8% |
| Male | 46.2% |
| Average age | 38.2 |
| Estimated audience size | 226,996 |
Audience persona
The typical Stockmann fan in Germany is balanced, around 38.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Hair salon.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 54,344 | 1× |
| Bayern | 36,175 | 0.91× |
| Baden-Württemberg | 31,893 | 0.94× |
| Niedersachsen | 29,213 | 1.21× |
| Hessen | 18,998 | 1× |
| Sachsen | 13,422 | 1.1× |
| Rheinland-Pfalz | 12,372 | 0.99× |
| Berlin | 10,998 | 0.99× |
| Sachsen-Anhalt | 8,871 | 1.38× |
| Schleswig-Holstein | 8,134 | 0.91× |
| Thüringen | 7,467 | 1.18× |
| Brandenburg | 7,461 | 0.97× |
| Hamburg | 6,428 | 1.14× |
| Mecklenburg-Vorpommern | 4,190 | 0.88× |
| Saarland | 1,908 | 0.63× |
| Bremen | 1,631 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hair salon | 210.84× | Home & Garden |
| Olaplex | 71.45× | Beauty & Wellness |
| Hagel Shop | 43.27× | Shopping |
| Nioxin | 106.05× | Beauty & Wellness |
| Architecture & Interior Design | 5.53× | Home & Garden |
| Harry Potter | 2.02× | Movies & TV |
| Gina Tricot | 6.65× | Fashion & Accessoires |
| Summer house | 7.3× | Travel & Leisure |
| Garden | 2.06× | Home & Garden |
| Cottage | 4.26× | Travel & Leisure |
| Marimekko | 10.02× | Home & Garden |
| Outdoor recreation | 1.53× | Sports |
| COS | 4.17× | Shopping |
| Holiday cottage | 4× | Travel & Leisure |
| Danish design | 3.37× | Home & Garden |
| Iittala | 8.99× | Home & Garden |
| H&M | 1.81× | Shopping |
| Culture | 1.6× | Literature |
| Home Interiors | 3.18× | Home & Garden |
| Childhood | 2.09× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.52 |
| Urban Lifestyle | OPEN | 1.35 |
| Sustainability | BALANCE | 1.33 |
| Design Affinity | PREMIUM | 1.22 |
| Luxury Orientation | PREMIUM | 1.2 |
| Convenience Orientation | PREMIUM | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| Finland | 62.3% |
| Estonia | 11.8% |
| Latvia | 11.4% |
See Stockmann audiences in other countries
More Department store audiences in Germany
- Metro (department store) (8,068,302)
- Starbuck, Minnesota (5,305,277)
- Galeria (2,433,209)
- Frost, Minnesota (2,332,055)
- Liberty (1,560,553)
Frequently asked questions
How many fans does Stockmann have in Germany?
Stockmann has an estimated audience of 226,996 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Stockmann fans?
53.8% of Stockmann fans are female, 46.2% are male, with an average age of 38.2 years.
Which brands do Stockmann fans like most?
Stockmann fans show strongest brand affinity for Hair salon (210.84×), Olaplex (71.45×), and Hagel Shop (43.27×) over the country average.
Where do Stockmann fans live in Germany?
Stockmann fans in Germany are most concentrated in Nordrhein-Westfalen (reach 54,344), Bayern (reach 36,175), and Baden-Württemberg (reach 31,893). These three regions account for the largest share of the active audience.
What other brands do Stockmann fans also like?
Beyond Stockmann itself, the audience over-indexes on Olaplex (71.45×), Hagel Shop (43.27×), Nioxin (106.05×), and Architecture & Interior Design (5.53×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Stockmann. 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.