A data profile of the people who buy, follow and care about BMW in Belgium — modelled from more than twelve digital signal sources. BMW has an estimated audience of 1,835,273 people in Belgium.
The average BMW fan in Belgium is 42.5 years old, more male, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, Antwerp, Liege.
Top brand affinities include AutoScout24, SUVs, Used car, with strongest over-indexing on AutoScout24 (1.8× the country average).
Demographically, the BMW audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Social Media Usage, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical BMW fan in Belgium is more male, around 42.5 years old, with strong Social Media Usage tendencies and a notable affinity for AutoScout24.
The key figures that characterise the BMW profile in Belgium.
32.2% are female, 67.8% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 32.2% |
| Male | 67.8% |
| Average age | 42.5 |
| Estimated audience size | 1,835,273 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide BMW audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.4% |
| Germany | 6.3% |
Where the BMW audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Liege | ~200K | 1.21× | |
| 02 | Hainaut | ~200K | 1.12× | |
| 03 | Antwerp | ~200K | 1.06× | |
| 04 | Limburg | ~90K | 1.05× | |
| 05 | Flemish Brabant | ~200K | 1.00× | |
| 06 | Walloon Brabant | ~50K | 0.98× | |
| 07 | Province of Namur | ~80K | 0.97× | |
| 08 | East Flanders | ~200K | 0.96× | |
| 09 | Brussels | ~100K | 0.93× | |
| 10 | Luxembourg | ~40K | 0.87× | |
| 11 | West Flanders | ~100K | 0.85× |
The strongest cross-interests of the BMW audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hybrid electric vehicle | Cars & Mobility | 2.08× | ||
| 02 | Antique car | Cars & Mobility | 2.02× | ||
| 03 | Plug-in hybrid | Cars & Mobility | 1.96× | ||
| 04 | Used car | Cars & Mobility | 1.89× | ||
| 05 | Cardoen | Cars & Mobility | 1.88× | ||
| 06 | AutoScout24 | Cars & Mobility | 1.80× | ||
| 07 | Door County, Wisconsin | Travel & Leisure | 1.80× | ||
| 08 | Škoda Auto | Cars & Mobility | 1.73× | ||
| 09 | Tesla Motors | Cars & Mobility | 1.71× | ||
| 10 | Hybrids | Cars & Mobility | 1.66× | ||
| 11 | Mercedes-Benz | Cars & Mobility | 1.66× | ||
| 12 | Peugeot | Cars & Mobility | 1.64× | ||
| 13 | SUVs | Cars & Mobility | 1.62× | ||
| 14 | Audi | Cars & Mobility | 1.62× | ||
| 15 | Volkswagen | Cars & Mobility | 1.61× | ||
| 16 | Tire | Cars & Mobility | 1.60× | ||
| 17 | Porsche | Cars & Mobility | 1.54× | ||
| 18 | Solar energy | Home & Garden | 1.53× | ||
| 19 | Electric vehicle | Cars & Mobility | 1.51× | ||
| 20 | Trucks | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.05× | |
| Travelling | THRILL | 0.94× | |
| Early Adopter Mentality | POWER | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.54× | |
| Pet Ownership | JOY | 0.76× | |
| Design Affinity | PREMIUM | 0.82× |
BMW's target market in Belgium covers an estimated 1,835,273 people, concentrated in Hainaut and Antwerp.
32.2% of the BMW audience are female, 67.8% are male, with an average age of 42.5 years.
BMW fans show strongest brand affinity for AutoScout24 (1.8×), SUVs (1.62×), and Used car (1.89×) over the country average.
BMW fans in Belgium are most concentrated in Hainaut (reach ~200K), Antwerp (reach ~200K), and Liege (reach ~200K). These three regions account for the largest share of the active audience.
Beyond BMW itself, the audience over-indexes on SUVs (1.62×), Used car (1.89×), Hybrids (1.66×), and Audi (1.62×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for BMW. 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 Belgium. 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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