Rascasse Audience Intelligence

AOK Target Market in Germany

A data profile of the people who buy, follow and care about AOK in Germany — modelled from more than twelve digital signal sources. AOK has an estimated audience of 5,133,546 people in Germany.

#3among Insurances in Germany#133among Brand in Germany#127in Business & Career

The average AOK fan in Germany is 41.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Home insurance, Property insurance, Health insurance, with strongest over-indexing on Home insurance (107.65× the country average).

Demographically, the AOK audience skews balanced with an average age of 41.2, and over-indexes on personality traits such as Need for Security, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical AOK fan in Germany is balanced, around 41.2 years old, with strong Need for Security tendencies and a notable affinity for Home insurance.

Category: Business & Career · Type: Brand · Subtype: Insurances

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the AOK profile in Germany.

Audience size
5.1M
in Germany
Gender
45.1%♀
54.9% male
Age
41.2
average years
Country rank
#1023
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of AOK

45.1% are female, 54.9% are male, average age 41.2.

Fig. 02

Gender split

45.1%
Female
54.9%
Male
Demographic split for AOK audience in Germany
MetricValue
Female45.1%
Male54.9%
Average age41.2
Estimated audience size5,133,546
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the AOK audience in Germany
Age bracketShare%
16-1914%
20-2918%
30-3922%
40-4925%
50+22%
Fig. 04

Worldwide distribution

86.8%

of the worldwide AOK audience comes from Germany.

Worldwide audience distribution share by country for AOK
CountryShare
Germany86.8%
United States2.4%
China0.8%
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

Where the AOK audience in Germany is strongest.

Fig. 05

Top regions by affinity

AOK customers by region in Germany
#RegionReachAffinity×
01Bremen~60K1.43×
02Sachsen-Anhalt~200K1.36×
03Sachsen~300K1.23×
04Berlin~300K1.19×
05Baden-Württemberg~800K1.17×
06Niedersachsen~600K1.14×
07Nordrhein-Westfalen~1M1.09×
08Bayern~800K1.02×
09Thüringen~100K0.98×
10Hamburg~100K0.91×
11Rheinland-Pfalz~200K0.89×
12Hessen~300K0.79×
13Saarland~50K0.79×
14Brandenburg~100K0.72×
15Schleswig-Holstein~100K0.70×
16Mecklenburg-Vorpommern~60K0.63×
Fig. 06

Affinity by region

Affinity by region — AOK, Germany
0.63×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the AOK audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for AOK audience
#·InterestCategoryAffinity×
01Home insuranceBusiness & Career107.65×
02Property insuranceHome & Garden44.83×
03Mobile bankingBusiness & Career23.54×
04Liability insuranceBusiness & Career19.10×
05Health insuranceBusiness & Career18.09×
06Kitchen gardenHome & Garden13.11×
07National health insuranceBusiness & Career12.46×
08Insurance brokerBusiness & Career12.39×
09Life insuranceBusiness & Career10.60×
10TinderInternet & Social Media6.95×
11Credit (finance)Business & Career4.38×
12Vehicle insuranceCars & Mobility4.22×
13Bedroom furnitureHome & Garden3.75×
14CommerzbankBusiness & Career3.01×
15InsuranceBusiness & Career2.98×
16Efficient energy useTechnology & Electronics2.83×
17PostbankBusiness & Career2.23×
18BankingBusiness & Career2.18×
19TagesschauMovies & TV1.74×
20Personal financeBusiness & Career1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the AOK audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by AOK audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.90×
Career OrientationPOWER1.63×
Family OrientationCONSERVATISM1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by AOK audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.77×
CreativityOPEN0.80×
Pet OwnershipJOY0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is AOK's target market in Germany?

AOK's target market in Germany covers an estimated 5,133,546 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of AOK customers?

45.1% of the AOK audience are female, 54.9% are male, with an average age of 41.2 years.

03

Which brands do AOK fans like most?

AOK fans show strongest brand affinity for Home insurance (107.65×), Property insurance (44.83×), and Health insurance (18.09×) over the country average.

04

Where do AOK fans live in Germany?

AOK fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do AOK fans also like?

Beyond AOK itself, the audience over-indexes on Property insurance (44.83×), Health insurance (18.09×), Mobile banking (23.54×), and Life insurance (10.6×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Insurances audiences in Germany

See AOK audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for AOK. 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.

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