Umbrella Audience in Germany
Umbrella has an estimated audience of 253,414 people in Germany. 48.8% are female, 51.2% are male, average age 40.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sunscreen, Bauhaus, Battery charger, Wrench, Windshield.
The average Umbrella fan in Germany is 40.9 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Sunscreen, Bauhaus, Battery charger, with strongest over-indexing on Sunscreen (39.74× the country average). Demographically, the Umbrella audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Umbrella fans
| Metric | Value |
|---|---|
| Female | 48.8% |
| Male | 51.2% |
| Average age | 40.9 |
| Estimated audience size | 253,414 |
Audience persona
The typical Umbrella fan in Germany is balanced, around 40.9 years old, with strong Quality Awareness tendencies and a notable affinity for Sunscreen.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 58,593 | 1.06× |
| Bayern | 45,401 | 1.11× |
| Baden-Württemberg | 38,747 | 1.12× |
| Hessen | 26,084 | 1.35× |
| Niedersachsen | 22,363 | 0.91× |
| Berlin | 14,621 | 1.29× |
| Rheinland-Pfalz | 12,975 | 1.02× |
| Sachsen | 12,705 | 1.02× |
| Schleswig-Holstein | 8,207 | 0.9× |
| Brandenburg | 7,158 | 0.91× |
| Hamburg | 6,887 | 1.2× |
| Sachsen-Anhalt | 5,972 | 0.91× |
| Thüringen | 5,875 | 0.91× |
| Mecklenburg-Vorpommern | 3,526 | 0.73× |
| Saarland | 2,441 | 0.78× |
| Bremen | 2,022 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sunscreen | 39.74× | Beauty & Wellness |
| Bauhaus | 5.73× | Shopping |
| Battery charger | 23.48× | Home & Garden |
| Wrench | 12.14× | Home & Garden |
| Windshield | 31.49× | Cars & Mobility |
| Knirps | 56.41× | Fashion & Accessoires |
| Outdoor cinema | 34.41× | Movies & TV |
| Picnic | 17.27× | Kids & Family |
| Parfois (fashion accessories) | 37.01× | Fashion & Accessoires |
| Farmerrain | 84.55× | Fashion & Accessoires |
| Rings (gymnastics) | 9.41× | Sports |
| Tagesschau | 2.43× | Movies & TV |
| Paint | 5.83× | Home & Garden |
| Caran d'Ache (company) | 20.81× | Kids & Family |
| Carglass | 9.25× | Cars & Mobility |
| Drill | 4.35× | Home & Garden |
| Google Maps | 2.39× | Internet & Social Media |
| Shawl | 6.29× | Fashion & Accessoires |
| Notebook | 6.13× | Technology & Electronics |
| Window film | 9.02× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.11 |
| Convenience Orientation | PREMIUM | 1.6 |
| DIY Mentality | THRILL | 1.48 |
| Patriotism | CONSERVATISM | 1.47 |
| Luxury Orientation | PREMIUM | 1.35 |
| Extroversion | THRILL | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.9% |
| Japan | 6.4% |
| United Kingdom | 5.9% |
See Umbrella audiences in other countries
More Fashion & Accessoires 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 Umbrella have in Germany?
Umbrella has an estimated audience of 253,414 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Umbrella fans?
48.8% of Umbrella fans are female, 51.2% are male, with an average age of 40.9 years.
Which brands do Umbrella fans like most?
Umbrella fans show strongest brand affinity for Sunscreen (39.74×), Bauhaus (5.73×), and Battery charger (23.48×) over the country average.
Where do Umbrella fans live in Germany?
Umbrella fans in Germany are most concentrated in Nordrhein-Westfalen (reach 58,593), Bayern (reach 45,401), and Baden-Württemberg (reach 38,747). These three regions account for the largest share of the active audience.
What other brands do Umbrella fans also like?
Beyond Umbrella itself, the audience over-indexes on Bauhaus (5.73×), Battery charger (23.48×), Wrench (12.14×), and Windshield (31.49×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Umbrella. 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.