A data profile of the people who buy, follow and care about Decathlon in Spain — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 5,140,963 people in Spain.
Decathlon has an estimated audience of 5,140,963 people in Spain. 39.5% are female, 60.5% are male, average age 36.3. Top brand affinities: Young-adult fiction, Aperol, Decathlon Italia, Mango, Iberia (airline).
Top brand affinities include Young-adult fiction, Aperol, Decathlon Italia, with strongest over-indexing on Young-adult fiction (14.44× the country average).
Demographically, the Decathlon audience skews more male with an average age of 36.3, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
The typical Decathlon fan in Spain is more male, around 36.3 years old, with strong Indulgence tendencies and a notable affinity for Young-adult fiction.
The key figures that characterise the Decathlon profile in Spain.
39.5% are female, 60.5% are male, average age 36.3.
| Metric | Value |
|---|---|
| Female | 39.5% |
| Male | 60.5% |
| Average age | 36.3 |
| Estimated audience size | 5,140,963 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 27% | |
| 30-39 | 14% | |
| 40-49 | 18% | |
| 50+ | 16% |
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Decathlon Italia | Shopping | 128.59× | ||
| 02 | Aperol | Food & Beverages | 15.99× | ||
| 03 | Young-adult fiction | Literature | 14.44× | ||
| 04 | Energy bar | Food & Beverages | 5.64× | ||
| 05 | Mango | Shopping | 3.28× | ||
| 06 | Made in Italy | Business & Career | 2.73× | ||
| 07 | Internet & Social Media | 1.92× | |||
| 08 | Refrigerator | Home & Garden | 1.90× | ||
| 09 | EBay | Shopping | 1.88× | ||
| 10 | Distilled beverage | Food & Beverages | 1.87× | ||
| 11 | Massimo Dutti | Shopping | 1.86× | ||
| 12 | Iberia (airline) | Travel & Leisure | 1.81× | ||
| 13 | Carrefour | Shopping | 1.81× | ||
| 14 | Aldi | Shopping | 1.75× | ||
| 15 | Real property | Home & Garden | 1.67× | ||
| 16 | Ryanair | Travel & Leisure | 1.66× | ||
| 17 | Oysho | Fashion & Accessoires | 1.60× | ||
| 18 | TripAdvisor | Travel & Leisure | 1.60× | ||
| 19 | Documentary movies | Movies & TV | 1.55× | ||
| 20 | Stradivarius | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.34× | |
| Convenience Orientation | PREMIUM | 1.20× | |
| Quality Awareness | PREMIUM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.84× | |
| Design Affinity | PREMIUM | 0.88× | |
| Spirituality | BALANCE | 0.91× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Decathlon. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. 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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