Rascasse Audience Intelligence

Avira Target Market in Germany

A data profile of the people who buy, follow and care about Avira in Germany — modelled from more than twelve digital signal sources. Avira has an estimated audience of 314,453 people in Germany.

#30among Software in Germany#2139among Brand in Germany#655in Technology & Electronics

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 Norton AntiVirus, Sophos, Schneider Electric, with strongest over-indexing on Norton AntiVirus (523.59× 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.

The typical Avira fan in Germany is balanced, around 41.0 years old, with strong Need for Security tendencies and a notable affinity for Norton AntiVirus.

Category: Technology & Electronics · Type: Brand · Subtype: Software

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 Avira profile in Germany.

Audience size
314K
in Germany
Gender
53.4%♀
46.6% male
Age
41.0
average years
Country rank
#16725
Brand in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Avira

53.4% are female, 46.6% are male, average age 41.0.

Fig. 02

Gender split

53.4%
Female
46.6%
Male
Demographic split for Avira audience in Germany
MetricValue
Female53.4%
Male46.6%
Average age41.0
Estimated audience size314,453
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Avira audience in Germany
Age bracketShare%
16-1916%
20-2913%
30-3921%
40-4936%
50+14%
Fig. 04

Worldwide distribution

38.0%

of the worldwide Avira audience comes from Germany.

Worldwide audience distribution share by country for Avira
CountryShare
Germany38.0%
United States7.4%
India6.8%
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 Avira audience in Germany is strongest.

Fig. 05

Top regions by affinity

Avira customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~50K1.15×
02Schleswig-Holstein~10K1.14×
03Niedersachsen~30K1.10×
04Saarland~4K1.10×
05Nordrhein-Westfalen~80K1.05×
06Rheinland-Pfalz~20K1.05×
07Thüringen~9K1.04×
08Brandenburg~10K1.03×
09Sachsen-Anhalt~9K1.02×
10Sachsen~20K0.97×
11Bayern~50K0.96×
12Mecklenburg-Vorpommern~6K0.95×
13Bremen~3K0.95×
14Hessen~20K0.94×
15Berlin~10K0.84×
16Hamburg~5K0.72×
Fig. 06

Affinity by region

Affinity by region — Avira, Germany
0.72×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Avira audience
#·InterestCategoryAffinity×
01Norton AntiVirusTechnology & Electronics523.59×
02SophosTechnology & Electronics162.08×
03Schneider ElectricTechnology & Electronics90.14×
04Software as a serviceTechnology & Electronics28.14×
05McAfeeTechnology & Electronics20.00×
06malwarebytesTechnology & Electronics20.00×
07Virtual private networkTechnology & Electronics17.26×
08IBMTechnology & Electronics15.50×
09BitdefenderTechnology & Electronics13.63×
10Information securityBusiness & Career8.66×
11Dropbox (service)Technology & Electronics6.04×
12MSNNews5.52×
13GitHubInternet & Social Media5.03×
14Office 365Technology & Electronics4.66×
15NatureHome & Garden3.34×
16VacationsTravel & Leisure3.14×
17FamilyKids & Family2.93×
18EmailTechnology & Electronics2.73×
19CommerzbankBusiness & Career2.16×
20GermanyTravel & Leisure1.88×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Avira 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 Avira audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM3.56×
Early Adopter MentalityPOWER2.32×
Convenience OrientationPREMIUM2.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Avira audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.64×
Design AffinityPREMIUM0.68×
Price SensitivityPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Avira's target market in Germany?

Avira's target market in Germany covers an estimated 314,453 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Avira customers?

53.4% of the Avira audience are female, 46.6% are male, with an average age of 41.0 years.

03

Which brands do Avira fans like most?

Avira fans show strongest brand affinity for Norton AntiVirus (523.59×), Sophos (162.08×), and Schneider Electric (90.14×) over the country average.

04

Where do Avira fans live in Germany?

Avira fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Baden-Württemberg (reach ~50K), and Bayern (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Avira fans also like?

Beyond Avira itself, the audience over-indexes on Sophos (162.08×), Schneider Electric (90.14×), Software as a service (28.14×), and Virtual private network (17.26×) compared to the Germany average.

Appendix

Explore more audiences

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

More Software audiences in Germany

See Avira audiences in other countries

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.

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