A data profile of the people who buy, follow and care about H&M in Spain — modelled from more than twelve digital signal sources. H&M has an estimated audience of 7,122,786 people in Spain.
The average H&M fan in Spain is 42.4 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include women'secret, Cortefiel, Stradivarius, with strongest over-indexing on women'secret (3.82× the country average).
Demographically, the H&M audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical H&M fan in Spain is more female, around 42.4 years old, with strong Price Sensitivity tendencies and a notable affinity for women'secret.
The key figures that characterise the H&M profile in Spain.
73.5% are female, 26.5% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 73.5% |
| Male | 26.5% |
| Average age | 42.4 |
| Estimated audience size | 7,122,786 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 24% |
of the worldwide H&M audience comes from Spain.
| Country | Share |
|---|---|
| United States | 11.3% |
| Germany | 7.4% |
| Japan | 7.4% |
Where the H&M audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~3M | 2.31× | |
| 02 | Balearic Islands | ~400K | 1.97× | |
| 03 | Community of Madrid | ~2.5M | 1.87× | |
| 04 | Comunidad Valenciana | ~1M | 1.35× | |
| 05 | Andalusia | ~1.5M | 1.04× | |
| 06 | Canary Islands | ~400K | 1.00× | |
| 07 | Basque Autonomous Country | ~200K | 0.91× | |
| 08 | Castilla-La Mancha | ~200K | 0.79× | |
| 09 | Galicia | ~300K | 0.78× | |
| 10 | Aragon | ~100K | 0.72× | |
| 11 | Region of Murcia | ~200K | 0.69× | |
| 12 | Navarre | ~60K | 0.64× | |
| 13 | Cantabria | ~60K | 0.64× | |
| 14 | Principality of Asturias | ~100K | 0.62× | |
| 15 | Extremadura | ~90K | 0.60× | |
| 16 | La Rioja | ~30K | 0.60× | |
| 17 | Castile and León | ~200K | 0.56× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | women'secret | Fashion & Accessoires | 3.82× | ||
| 02 | Cortefiel | Fashion & Accessoires | 3.77× | ||
| 03 | Kiabi | Fashion & Accessoires | 3.08× | ||
| 04 | Oysho | Fashion & Accessoires | 2.82× | ||
| 05 | El Mueble | Home & Garden | 2.72× | ||
| 06 | Bershka | Shopping | 2.72× | ||
| 07 | Revista HOLA | News | 2.61× | ||
| 08 | Real Oviedo | Sports | 2.55× | ||
| 09 | Blouse | Fashion & Accessoires | 2.53× | ||
| 10 | Stradivarius | Shopping | 2.49× | ||
| 11 | Children's clothing | Fashion & Accessoires | 2.48× | ||
| 12 | Primark | Shopping | 2.31× | ||
| 13 | Parfois (fashion accessories) | Fashion & Accessoires | 2.31× | ||
| 14 | Semana | News | 2.26× | ||
| 15 | IKEA | Home & Garden | 1.88× | ||
| 16 | Woman | Kids & Family | 1.78× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.73× | ||
| 18 | Beauty salons | Beauty & Wellness | 1.70× | ||
| 19 | Barcelona | Travel & Leisure | 1.68× | ||
| 20 | Shoes | Fashion & Accessoires | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.31× | |
| Creativity | OPEN | 1.23× | |
| Design Affinity | PREMIUM | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.44× | |
| Risk Appetite | THRILL | 0.55× | |
| Need for Security | CONSERVATISM | 0.68× |
H&M's target market in Spain covers an estimated 7,122,786 people, concentrated in Catalonia and Community of Madrid.
73.5% of the H&M audience are female, 26.5% are male, with an average age of 42.4 years.
H&M fans show strongest brand affinity for women'secret (3.82×), Cortefiel (3.77×), and Stradivarius (2.49×) over the country average.
H&M fans in Spain are most concentrated in Catalonia (reach ~3M), Community of Madrid (reach ~2.5M), and Andalusia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on Cortefiel (3.77×), Stradivarius (2.49×), Primark (2.31×), and Oysho (2.82×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for H&M. 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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