Wallet Audience in Germany
Wallet has an estimated audience of 1,880,996 people in Germany. 60.8% are female, 39.2% are male, average age 42.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Payback, Coach, Sex and the City, And just like that..., Nina Ricci (brand).
The average Wallet fan in Germany is 42.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Payback, Coach, Sex and the City, with strongest over-indexing on Payback (12.89× the country average). Demographically, the Wallet audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Design Affinity, Sustainability. 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 Wallet fans
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 42.2 |
| Estimated audience size | 1,880,996 |
Audience persona
The typical Wallet fan in Germany is more female, around 42.2 years old, with strong Design Affinity tendencies and a notable affinity for Payback.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 433,388 | 1.05× |
| Bayern | 410,034 | 1.36× |
| Baden-Württemberg | 389,547 | 1.52× |
| Niedersachsen | 181,005 | 0.99× |
| Hessen | 171,942 | 1.2× |
| Rheinland-Pfalz | 97,409 | 1.03× |
| Berlin | 89,877 | 1.07× |
| Sachsen | 86,762 | 0.94× |
| Schleswig-Holstein | 70,135 | 1.04× |
| Brandenburg | 53,048 | 0.91× |
| Hamburg | 50,884 | 1.2× |
| Thüringen | 41,292 | 0.86× |
| Sachsen-Anhalt | 34,622 | 0.71× |
| Saarland | 31,404 | 1.36× |
| Mecklenburg-Vorpommern | 29,723 | 0.83× |
| Bremen | 13,153 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Payback | 12.89× | Shopping |
| Coach | 24.03× | Fashion & Accessoires |
| Sex and the City | 8.56× | Movies & TV |
| And just like that... | 5.17× | Movies & TV |
| Nina Ricci (brand) | 32.07× | Fashion & Accessoires |
| Kickers | 3.9× | Literature |
| Teen Fashion. | 9.09× | Fashion & Accessoires |
| Jumbo (supermarket) | 9.15× | Shopping |
| Cash | 5.24× | Business & Career |
| Hermès | 2.12× | Fashion & Accessoires |
| Pencil skirt | 29.55× | Fashion & Accessoires |
| Google Maps | 1.91× | Internet & Social Media |
| 10.17× | Fashion & Accessoires | |
| Coin purse | 25× | Fashion & Accessoires |
| Loyalty program | 6.07× | Shopping |
| Alice + Olivia | 37.55× | Fashion & Accessoires |
| Backpack | 4.24× | Fashion & Accessoires |
| FRITZ!Box | 2.1× | Technology & Electronics |
| QVC | 2.29× | Movies & TV |
| Shoop.de | 6.77× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.64 |
| Sustainability | BALANCE | 1.62 |
| Creativity | OPEN | 1.55 |
| Early Adopter Mentality | POWER | 1.55 |
| Indulgence | JOY | 1.49 |
| Luxury Orientation | PREMIUM | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 12.1% |
| Indonesia | 4.3% |
See Wallet 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 Wallet have in Germany?
Wallet has an estimated audience of 1,880,996 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wallet fans?
60.8% of Wallet fans are female, 39.2% are male, with an average age of 42.2 years.
Which brands do Wallet fans like most?
Wallet fans show strongest brand affinity for Payback (12.89×), Coach (24.03×), and Sex and the City (8.56×) over the country average.
Where do Wallet fans live in Germany?
Wallet fans in Germany are most concentrated in Nordrhein-Westfalen (reach 433,388), Bayern (reach 410,034), and Baden-Württemberg (reach 389,547). These three regions account for the largest share of the active audience.
What other brands do Wallet fans also like?
Beyond Wallet itself, the audience over-indexes on Coach (24.03×), Sex and the City (8.56×), And just like that... (5.17×), and Nina Ricci (brand) (32.07×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wallet. 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.