Rascasse Audience Intelligence

USM Haller Target Market in Germany

A data profile of the people who buy, follow and care about USM Haller in Germany — modelled from more than twelve digital signal sources. USM Haller has an estimated audience of 843,023 people in Germany.

#11among Furniture in Germany#987among Brand in Germany#480in Home & Garden

The average USM Haller fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Coworking, Google Flights, Greek cuisine, with strongest over-indexing on Coworking (29× the country average).

Demographically, the USM Haller audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical USM Haller fan in Germany is more female, around 39.7 years old, with strong Quality Awareness tendencies and a notable affinity for Coworking.

Category: Home & Garden · Type: Brand · Subtype: Furniture

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 USM Haller profile in Germany.

Audience size
843K
in Germany
Gender
55.3%♀
44.7% male
Age
39.7
average years
Country rank
#7538
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of USM Haller

55.3% are female, 44.7% are male, average age 39.7.

Fig. 02

Gender split

55.3%
Female
44.7%
Male
Demographic split for USM Haller audience in Germany
MetricValue
Female55.3%
Male44.7%
Average age39.7
Estimated audience size843,023
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the USM Haller audience in Germany
Age bracketShare%
16-1915%
20-2922%
30-3923%
40-4922%
50+18%
Fig. 04

Worldwide distribution

53.1%

of the worldwide USM Haller audience comes from Germany.

Worldwide audience distribution share by country for USM Haller
CountryShare
Germany53.1%
Switzerland8.3%
France5.8%
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 USM Haller audience in Germany is strongest.

Fig. 05

Top regions by affinity

USM Haller customers by region in Germany
#RegionReachAffinity×
01Hamburg~40K2.04×
02Berlin~60K1.58×
03Hessen~90K1.46×
04Nordrhein-Westfalen~300K1.42×
05Bayern~200K1.27×
06Baden-Württemberg~100K1.26×
07Bremen~7K1.04×
08Niedersachsen~80K0.94×
09Saarland~10K0.94×
10Rheinland-Pfalz~40K0.91×
11Schleswig-Holstein~30K0.90×
12Sachsen~20K0.60×
13Brandenburg~10K0.56×
14Thüringen~10K0.46×
15Mecklenburg-Vorpommern~7K0.43×
16Sachsen-Anhalt~9K0.41×
Fig. 06

Affinity by region

Affinity by region — USM Haller, Germany
0.41×1.00×2.04×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for USM Haller audience
#·InterestCategoryAffinity×
01CoworkingBusiness & Career29.00×
02Cutting boardHome & Garden7.47×
03Greek cuisineFood & Beverages6.74×
04Spanish cuisineFood & Beverages6.57×
05Korean cuisineFood & Beverages6.46×
06Mexican cuisineFood & Beverages5.48×
07Christmas decorationHome & Garden5.41×
08Expert (company)Shopping4.97×
09Chinese cuisineFood & Beverages4.41×
10Google FlightsTravel & Leisure4.34×
11German cuisineFood & Beverages3.48×
12First-time buyerShopping3.21×
13InnovationBusiness & Career2.39×
14NatureHome & Garden1.93×
15VacationsTravel & Leisure1.89×
16HermèsFashion & Accessoires1.79×
17FamilyKids & Family1.70×
18IKEAHome & Garden1.65×
19Home improvementHome & Garden1.65×
20Do it yourself (DIY)Home & Garden1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the USM Haller 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 USM Haller audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.82×
Design AffinityPREMIUM2.52×
Early Adopter MentalityPOWER1.89×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by USM Haller audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM1.00×
Price SensitivityPREMIUM1.01×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is USM Haller's target market in Germany?

USM Haller's target market in Germany covers an estimated 843,023 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of USM Haller customers?

55.3% of the USM Haller audience are female, 44.7% are male, with an average age of 39.7 years.

03

Which brands do USM Haller fans like most?

USM Haller fans show strongest brand affinity for Coworking (29×), Google Flights (4.34×), and Greek cuisine (6.74×) over the country average.

04

Where do USM Haller fans live in Germany?

USM Haller fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do USM Haller fans also like?

Beyond USM Haller itself, the audience over-indexes on Google Flights (4.34×), Greek cuisine (6.74×), Spanish cuisine (6.57×), and Christmas decoration (5.41×) compared to the Germany average.

Appendix

Explore more audiences

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

More Furniture audiences in Germany

See USM Haller audiences in other countries

How to read this data

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

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