Variety store Audience in Germany
Variety store has an estimated audience of 257,174 people in Germany. 61.6% are female, 38.4% are male, average age 43.9. Top regions: Niedersachsen, Bayern, Nordrhein-Westfalen. Top brand affinities: Huizen, Home Delivery, Rossmann, Höxter, Gil Ofarim.
The average Variety store fan in Germany is 43.9 years old, more female, and lives primarily in Niedersachsen. The audience is concentrated in Niedersachsen, Bayern, Nordrhein-Westfalen. Top brand affinities include Huizen, Home Delivery, Rossmann, with strongest over-indexing on Huizen (14.06× the country average). Demographically, the Variety store audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Community Orientation, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Variety store fans
| Metric | Value |
|---|---|
| Female | 61.6% |
| Male | 38.4% |
| Average age | 43.9 |
| Estimated audience size | 257,174 |
Audience persona
The typical Variety store fan in Germany is more female, around 43.9 years old, with strong Community Orientation tendencies and a notable affinity for Huizen.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Niedersachsen | 36,887 | 1.48× |
| Bayern | 31,348 | 0.76× |
| Nordrhein-Westfalen | 31,096 | 0.55× |
| Sachsen-Anhalt | 18,586 | 2.79× |
| Sachsen | 16,142 | 1.28× |
| Schleswig-Holstein | 14,240 | 1.54× |
| Baden-Württemberg | 11,983 | 0.34× |
| Hessen | 10,943 | 0.56× |
| Thüringen | 9,693 | 1.48× |
| Brandenburg | 8,352 | 1.05× |
| Rheinland-Pfalz | 8,083 | 0.63× |
| Hamburg | 6,030 | 1.04× |
| Berlin | 5,332 | 0.46× |
| Mecklenburg-Vorpommern | 3,680 | 0.75× |
| Bremen | 1,726 | 0.78× |
| Saarland | 1,618 | 0.51× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Huizen | 14.06× | Travel & Leisure |
| Home Delivery | 5.84× | Food & Beverages |
| Rossmann | 1.65× | Shopping |
| Höxter | 17.35× | Travel & Leisure |
| Gil Ofarim | 2.31× | Music & Radio |
| Progressive rock | 2.31× | Music & Radio |
| Artistic inspiration | 1.55× | Arts & Culture |
| Superior Hiking Trail | 13.7× | Travel & Leisure |
| Stradivarius | 1.86× | Shopping |
| Corfu (regional unit) | 3.52× | Travel & Leisure |
| Phil Campbell (musician) | 5.28× | Music & Radio |
| Keeper (password manager) | 3.52× | Technology & Electronics |
| Istanbul Aydın University | 11.37× | Business & Career |
| Ireen Sheer | 2.16× | Music & Radio |
| Bank account | 2.19× | Business & Career |
| Natural rubber | 1.66× | Cars & Mobility |
| Hauptschule | 5.38× | Kids & Family |
| The Fader | 4.16× | Music & Radio |
| La Clusaz | 20× | Travel & Leisure |
| Google Home | 3.63× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Community Orientation | OPEN | 1.43 |
| Family Orientation | CONSERVATISM | 1.38 |
| DIY Mentality | THRILL | 1.36 |
| Price Sensitivity | PREMIUM | 1.35 |
| Early Adopter Mentality | POWER | 1.28 |
| Indulgence | JOY | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 49.7% |
| United Kingdom | 8.2% |
| Brazil | 6.0% |
See Variety store audiences in other countries
More Shopping audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Variety store have in Germany?
Variety store has an estimated audience of 257,174 people in Germany, concentrated in Niedersachsen and Bayern.
What is the gender split and age of Variety store fans?
61.6% of Variety store fans are female, 38.4% are male, with an average age of 43.9 years.
Which brands do Variety store fans like most?
Variety store fans show strongest brand affinity for Huizen (14.06×), Home Delivery (5.84×), and Rossmann (1.65×) over the country average.
Where do Variety store fans live in Germany?
Variety store fans in Germany are most concentrated in Niedersachsen (reach 36,887), Bayern (reach 31,348), and Nordrhein-Westfalen (reach 31,096). These three regions account for the largest share of the active audience.
What other brands do Variety store fans also like?
Beyond Variety store itself, the audience over-indexes on Home Delivery (5.84×), Rossmann (1.65×), Höxter (17.35×), and Gil Ofarim (2.31×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Variety store. 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.