Rascasse Audience Intelligence

Variety store Audience in Germany

A data profile of the people who buy, follow and care about Variety store in Germany — modelled from more than twelve digital signal sources. Variety store has an estimated audience of 257,174 people in Germany.

#248among Touchpoint in Germany#432in Shopping

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, Nordrhein-Westfalen, Bayern.

Top brand affinities include Onet.pl, Nelly, Wale (rapper), with strongest over-indexing on Onet.pl (26.96× 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 Family Orientation, Early Adopter Mentality.

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

The typical Variety store fan in Germany is more female, around 43.9 years old, with strong Family Orientation tendencies and a notable affinity for Onet.pl.

Category: Shopping · Type: Touchpoint

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 Variety store profile in Germany.

Audience size
257K
in Germany
Gender
61.6%♀
38.4% male
Age
43.9
average years
Country rank
#19288
Touchpoint in Germany
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Variety store fans

61.6% are female, 38.4% are male, average age 43.9.

Fig. 02

Gender split

61.6%
Female
38.4%
Male
Demographic split for Variety store audience in Germany
MetricValue
Female61.6%
Male38.4%
Average age43.9
Estimated audience size257,174
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Variety store audience in Germany
Age bracketShare%
16-1910%
20-2915%
30-3922%
40-4925%
50+29%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Variety store audience comes from Germany.

Worldwide audience distribution share by country for Variety store
CountryShare
United States49.7%
United Kingdom8.2%
Brazil6.0%
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 Variety store audience in Germany is strongest.

Fig. 05

Top regions by affinity

Variety store fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~20K2.48×
02Sachsen~20K1.46×
03Schleswig-Holstein~10K1.37×
04Niedersachsen~30K1.33×
05Thüringen~9K1.31×
06Mecklenburg-Vorpommern~5K1.02×
07Hamburg~6K0.99×
08Brandenburg~8K0.98×
09Bremen~2K0.96×
10Saarland~3K0.89×
11Rheinland-Pfalz~10K0.76×
12Bayern~30K0.75×
13Berlin~8K0.66×
14Hessen~10K0.64×
15Nordrhein-Westfalen~30K0.57×
16Baden-Württemberg~20K0.51×
Fig. 06

Affinity by region

Affinity by region — Variety store, Germany
0.51×1.00×2.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Variety store audience
#·InterestCategoryAffinity×
01Onet.plNews26.96×
02NellyMusic & Radio20.00×
03Gazeta WyborczaNews20.00×
04Mariska HargitayMovies & TV20.00×
05M jak miłośćMovies & TV20.00×
06KatowiceTravel & Leisure20.00×
07Wale (rapper)Music & Radio19.67×
08Renée ZellwegerMovies & TV12.58×
09Bill GatesBusiness & Career10.49×
10CarrefourShopping9.99×
11MauritiusTravel & Leisure7.33×
12Allegro (auction website)Shopping6.19×
13EssoCars & Mobility3.55×
14Netto Marken-DiscountShopping2.98×
15NatureHome & Garden2.49×
16FamilyKids & Family2.47×
17VacationsTravel & Leisure2.34×
18RedditInternet & Social Media2.27×
19North Rhine-WestphaliaTravel & Leisure2.01×
20GermanyTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Variety store 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 Variety store audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.45×
Early Adopter MentalityPOWER1.37×
Community OrientationOPEN1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Variety store audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.77×
Career OrientationPOWER0.77×
Luxury OrientationPREMIUM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Nordrhein-Westfalen.

02

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.

03

Which brands do Variety store fans like most?

Variety store fans show strongest brand affinity for Onet.pl (26.96×), Nelly (20×), and Wale (rapper) (19.67×) over the country average.

04

Where do Variety store fans live in Germany?

Variety store fans in Germany are most concentrated in Niedersachsen (reach ~30K), Nordrhein-Westfalen (reach ~30K), and Bayern (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Variety store fans also like?

Beyond Variety store itself, the audience over-indexes on Nelly (20×), Wale (rapper) (19.67×), Netto Marken-Discount (2.98×), and Gazeta Wyborcza (20×) compared to the Germany average.

Appendix

Explore more audiences

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

More Shopping audiences in Germany

See Variety store audiences in other countries

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.

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