Amazon Echo Audience in Germany
Amazon Echo has an estimated audience of 459,081 people in Germany. 39.6% are female, 60.4% are male, average age 38.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Toniebox, FRITZ!Box, Bauhaus, Obi (store), Aral AG.
The average Amazon Echo fan in Germany is 38.0 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Toniebox, FRITZ!Box, Bauhaus, with strongest over-indexing on Toniebox (18.16× the country average). Demographically, the Amazon Echo audience skews more male with an average age of 38.0, and over-indexes on personality traits such as DIY Mentality, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Technology & Electronics · Type: Brand
Demographics of Amazon Echo fans
| Metric | Value |
|---|---|
| Female | 39.6% |
| Male | 60.4% |
| Average age | 38.0 |
| Estimated audience size | 459,081 |
Audience persona
The typical Amazon Echo fan in Germany is more male, around 38.0 years old, with strong DIY Mentality tendencies and a notable affinity for Toniebox.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 125,681 | 1.25× |
| Bayern | 66,268 | 0.9× |
| Baden-Württemberg | 55,435 | 0.89× |
| Niedersachsen | 52,338 | 1.17× |
| Hessen | 32,805 | 0.94× |
| Rheinland-Pfalz | 22,939 | 1× |
| Sachsen | 22,152 | 0.98× |
| Berlin | 19,485 | 0.95× |
| Schleswig-Holstein | 18,105 | 1.1× |
| Brandenburg | 16,572 | 1.16× |
| Sachsen-Anhalt | 14,041 | 1.18× |
| Thüringen | 13,054 | 1.12× |
| Hamburg | 9,903 | 0.95× |
| Saarland | 5,878 | 1.04× |
| Bremen | 3,711 | 0.95× |
| Mecklenburg-Vorpommern | 3,708 | 0.42× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Toniebox | 18.16× | Kids & Family |
| FRITZ!Box | 6.66× | Technology & Electronics |
| Bauhaus | 3.36× | Shopping |
| Obi (store) | 2.83× | Shopping |
| Aral AG | 2.5× | Cars & Mobility |
| QVC | 3.33× | Movies & TV |
| Oblivion (2013 film) | 5.75× | Movies & TV |
| Center Parcs | 4.22× | Travel & Leisure |
| AVM GmbH | 9.37× | Technology & Electronics |
| Globus Baumarkt | 2.27× | Shopping |
| Gala | 2.19× | News |
| Home automation | 4.29× | Technology & Electronics |
| Hornbach | 2.26× | Shopping |
| Ernsting's family | 3.34× | Shopping |
| REWE | 1.91× | Shopping |
| Hardware store | 2.85× | Home & Garden |
| Solar power | 3.08× | Home & Garden |
| Google Drive | 3.54× | Technology & Electronics |
| Commerzbank | 2.09× | Business & Career |
| Amazon.com | 1.81× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.43 |
| Sports Activity | POWER | 1.43 |
| Convenience Orientation | PREMIUM | 1.38 |
| Family Orientation | CONSERVATISM | 1.37 |
| Early Adopter Mentality | POWER | 1.32 |
| Quality Awareness | PREMIUM | 1.3 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 45.9% |
| United Kingdom | 8.9% |
| Germany | 8.2% |
See Amazon Echo audiences in other countries
More Technology & Electronics audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Amazon Echo have in Germany?
Amazon Echo has an estimated audience of 459,081 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Amazon Echo fans?
39.6% of Amazon Echo fans are female, 60.4% are male, with an average age of 38.0 years.
Which brands do Amazon Echo fans like most?
Amazon Echo fans show strongest brand affinity for Toniebox (18.16×), FRITZ!Box (6.66×), and Bauhaus (3.36×) over the country average.
Where do Amazon Echo fans live in Germany?
Amazon Echo fans in Germany are most concentrated in Nordrhein-Westfalen (reach 125,681), Bayern (reach 66,268), and Baden-Württemberg (reach 55,435). These three regions account for the largest share of the active audience.
What other brands do Amazon Echo fans also like?
Beyond Amazon Echo itself, the audience over-indexes on FRITZ!Box (6.66×), Bauhaus (3.36×), Obi (store) (2.83×), and Aral AG (2.5×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Amazon Echo. 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.