Rascasse Audience Intelligence

Garmin Target Market in Germany

Garmin has an estimated audience of 2.5M people in Germany.

#3among Smart devices in Germany
#324among brands in Germany
#153in Technology & Electronics

The average Garmin fan in Germany is 38.5 years old, more male, and lives primarily in Bayern.

By number of fans, Garmin ranks #3 among the 27 objects in Smart devices in Germany — 21.4× the group median.

Its fans are 0.7 years younger than the group average of 39.2.

Women make up 37.1% of the fan base, 7.6 percentage points fewer than the group average.

Compared with the other 26 objects in Smart devices, Garmin fans stand out for their interest in Ice climbing, LPGA and Titleist.

Most fans live in Bayern, Nordrhein-Westfalen, Baden-Württemberg.

Top affinities include Ice climbing, LPGA, Titleist, with strongest over-indexing on Ice climbing (14.28× the country average).

Demographically, the Garmin audience skews more male with an average age of 38.5, and over-indexes on personality traits such as Sports Activity, Risk Appetite.

The typical Garmin fan in Germany is more male, around 38.5 years old, with strong Sports Activity tendencies and a notable affinity for Ice climbing.

Category: Technology & Electronics · Type: Brand · Subtype: Smart devices

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.5M
in Germany
Gender
37.1%♀
62.9% male
Age
38.5
average years
Country rank
#2580
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Garmin

37.1% are female, 62.9% are male, average age 38.5.

Fig. 02

Gender split

37.1%
Female
62.9%
Male
Demographic split for Garmin audience in Germany
MetricValue
Female37.1%
Male62.9%
Average age38.5
Estimated audience size2.5M
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Garmin audience in Germany
Age bracketShare%
16-2422%
25-3419%
35-4422%
45-5423%
55+14%
Fig. 04

Worldwide distribution

7.0%

of the worldwide Garmin audience comes from Germany.

Worldwide audience distribution share by country for Garmin
CountryShare
United States14.2%
Japan7.2%
Germany7.0%
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

Fig. 05

Top regions by affinity

Garmin customers by region in Germany
#RegionReachAffinity×
01Bayern~600K1.47×
02Baden-Württemberg~400K1.25×
03Hessen~200K1.19×
04Nordrhein-Westfalen~600K1.04×
05Rheinland-Pfalz~100K1.04×
06Sachsen~100K1.03×
07Hamburg~60K1.02×
08Schleswig-Holstein~90K0.99×
09Niedersachsen~200K0.98×
10Saarland~30K0.96×
11Berlin~100K0.94×
12Thüringen~60K0.91×
13Brandenburg~70K0.88×
14Mecklenburg-Vorpommern~40K0.82×
15Sachsen-Anhalt~50K0.76×
16Bremen~20K0.74×
Fig. 06

Affinity by region

Affinity by region — Garmin, Germany
0.74×1.00×1.47×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Garmin audience vs. the country average
#·InterestCategoryAffinity×
01Ice climbingSports14.28×
02LPGASports13.72×
03TitleistSports13.12×
04TaylorMade-AdidasSports12.18×
05U.S. Open (golf)Sports10.36×
06The Open ChampionshipSports9.95×
07PGA ChampionshipSports9.92×
08Masters TournamentSports7.96×
09Australian OpenSports7.94×
10Standup paddleboardingSports6.05×
11Golf ballSports5.98×
12JoggingSports3.48×
13Winter sportSports2.77×
14FRITZ!BoxTechnology & Electronics2.49×
15Obi (store)Shopping2.05×
16BildNews1.99×
17Deutsche BahnCars & Mobility1.90×
18LeisureTravel & Leisure1.73×
19SmartphonesTechnology & Electronics1.70×
20GermanyTravel & Leisure1.57×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Garmin audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Garmin audience vs. the country average · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.98×
Risk AppetiteTHRILL1.56×
PatriotismCONSERVATISM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Garmin audience vs. the country average · Rather not
TraitClusterDeviationScore
IndividualismJOY0.82×
MindfulnessBALANCE0.84×
Community OrientationOPEN0.90×
0×1.00× baseline2×
Appendix

Explore more audiences

More Smart devices audiences in Germany

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Garmin over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/garmin-7009” · Methodology