Avira Audience in Germany
Avira has an estimated audience of 327,489 people in Germany. 53.4% are female, 46.6% are male, average age 41.0. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Schneider Electric, Norton AntiVirus, Sophos, Office 365, Software as a service.
The average Avira fan in Germany is 41.0 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Schneider Electric, Norton AntiVirus, Sophos, with strongest over-indexing on Schneider Electric (297.03× the country average). Demographically, the Avira audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Need for Security, Early Adopter Mentality. 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 · Subtype: Software
Demographics of Avira fans
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 41.0 |
| Estimated audience size | 327,489 |
Audience persona
The typical Avira fan in Germany is balanced, around 41.0 years old, with strong Need for Security tendencies and a notable affinity for Schneider Electric.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 78,232 | 1.09× |
| Baden-Württemberg | 53,298 | 1.19× |
| Bayern | 51,561 | 0.98× |
| Niedersachsen | 34,991 | 1.1× |
| Hessen | 24,251 | 0.97× |
| Rheinland-Pfalz | 17,272 | 1.05× |
| Sachsen | 15,363 | 0.96× |
| Schleswig-Holstein | 13,560 | 1.15× |
| Berlin | 13,206 | 0.9× |
| Brandenburg | 10,318 | 1.02× |
| Sachsen-Anhalt | 8,304 | 0.98× |
| Thüringen | 8,303 | 0.99× |
| Mecklenburg-Vorpommern | 5,637 | 0.9× |
| Hamburg | 5,289 | 0.71× |
| Saarland | 4,240 | 1.05× |
| Bremen | 2,633 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Schneider Electric | 297.03× | Technology & Electronics |
| Norton AntiVirus | 117.43× | Technology & Electronics |
| Sophos | 99.22× | Technology & Electronics |
| Office 365 | 8.49× | Technology & Electronics |
| Software as a service | 19.76× | Technology & Electronics |
| McAfee | 20× | Technology & Electronics |
| GitHub | 7.12× | Internet & Social Media |
| Virtual private network | 13.87× | Technology & Electronics |
| Google Maps | 2.81× | Internet & Social Media |
| Germany national football team | 4.16× | Sports |
| Information security | 6.33× | Business & Career |
| Dropbox (service) | 6× | Technology & Electronics |
| Vacations | 2.53× | Travel & Leisure |
| Antivirus software | 8.24× | Technology & Electronics |
| malwarebytes | 20× | Technology & Electronics |
| Desktop computers | 4.26× | Technology & Electronics |
| Thailand | 5.01× | Travel & Leisure |
| Internet café | 20× | Internet & Social Media |
| Freeware | 2.25× | Technology & Electronics |
| Family | 1.66× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 2.6 |
| Early Adopter Mentality | POWER | 2.06 |
| Patriotism | CONSERVATISM | 1.54 |
| Career Orientation | POWER | 1.47 |
| Convenience Orientation | PREMIUM | 1.45 |
| Indulgence | JOY | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 39.2% |
| United States | 7.2% |
| Japan | 6.6% |
See Avira audiences in other countries
More Software audiences in Germany
- Microsoft (5,269,174)
- Office 365 (3,735,568)
- Samsung Galaxy (3,131,543)
- VS Code (1,989,575)
- Google Pixel (1,942,673)
Frequently asked questions
How many fans does Avira have in Germany?
Avira has an estimated audience of 327,489 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Avira fans?
53.4% of Avira fans are female, 46.6% are male, with an average age of 41.0 years.
Which brands do Avira fans like most?
Avira fans show strongest brand affinity for Schneider Electric (297.03×), Norton AntiVirus (117.43×), and Sophos (99.22×) over the country average.
Where do Avira fans live in Germany?
Avira fans in Germany are most concentrated in Nordrhein-Westfalen (reach 78,232), Baden-Württemberg (reach 53,298), and Bayern (reach 51,561). These three regions account for the largest share of the active audience.
What other brands do Avira fans also like?
Beyond Avira itself, the audience over-indexes on Norton AntiVirus (117.43×), Sophos (99.22×), Office 365 (8.49×), and Software as a service (19.76×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Avira. 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.