Rascasse Audience Intelligence

AXA Target Market in Germany

A data profile of the people who buy, follow and care about AXA in Germany — modelled from more than twelve digital signal sources. AXA has an estimated audience of 1,346,023 people in Germany.

#9among Insurances in Germany#618among Brand in Germany#453in Business & Career

The average AXA fan in Germany is 42.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Vehicle insurance, ERGO Insurance Group, Quality of life (healthcare), with strongest over-indexing on Vehicle insurance (9.24× the country average).

Demographically, the AXA audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Family Orientation, Patriotism.

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

The typical AXA fan in Germany is balanced, around 42.2 years old, with strong Family Orientation tendencies and a notable affinity for Vehicle 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 AXA profile in Germany.

Audience size
1.3M
in Germany
Gender
45.7%♀
54.3% male
Age
42.2
average years
Country rank
#4937
Brand in Germany
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of AXA

45.7% are female, 54.3% are male, average age 42.2.

Fig. 02

Gender split

45.7%
Female
54.3%
Male
Demographic split for AXA audience in Germany
MetricValue
Female45.7%
Male54.3%
Average age42.2
Estimated audience size1,346,023
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the AXA audience in Germany
Age bracketShare%
16-199%
20-2917%
30-3925%
40-4930%
50+18%
Fig. 04

Worldwide distribution

8.2%

of the worldwide AXA audience comes from Germany.

Worldwide audience distribution share by country for AXA
CountryShare
France26.5%
Germany8.2%
Spain7.0%
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 AXA audience in Germany is strongest.

Fig. 05

Top regions by affinity

AXA customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~400K1.28×
02Hessen~100K1.24×
03Baden-Württemberg~200K1.14×
04Rheinland-Pfalz~70K1.13×
05Bayern~200K1.07×
06Saarland~20K1.07×
07Berlin~60K1.03×
08Niedersachsen~100K1.02×
09Schleswig-Holstein~50K1.02×
10Hamburg~30K1.00×
11Brandenburg~40K0.99×
12Bremen~10K0.91×
13Sachsen~50K0.80×
14Thüringen~30K0.80×
15Mecklenburg-Vorpommern~20K0.78×
16Sachsen-Anhalt~30K0.76×
Fig. 06

Affinity by region

Affinity by region — AXA, Germany
0.76×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for AXA audience
#·InterestCategoryAffinity×
01Quality of life (healthcare)Health26.57×
02ERGO Insurance GroupBusiness & Career20.07×
03Munich ReBusiness & Career14.16×
04BarmeniaBusiness & Career9.83×
05Vehicle insuranceCars & Mobility9.24×
06Recreational fishingSports6.42×
07Dental consonantHealth4.14×
08Investment managementBusiness & Career3.81×
09AutoScout24Cars & Mobility3.37×
10AllianzBusiness & Career3.26×
11Financial servicesBusiness & Career2.82×
12InsuranceBusiness & Career2.60×
13Techniker KrankenkasseBusiness & Career2.57×
14CommerzbankBusiness & Career2.25×
15PostbankBusiness & Career2.06×
16WikipediaInternet & Social Media1.98×
17Netto Marken-DiscountShopping1.96×
18RyanairTravel & Leisure1.78×
19GermanyTravel & Leisure1.62×
20BauhausShopping1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the AXA 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 AXA audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.10×
PatriotismCONSERVATISM1.73×
Need for SecurityCONSERVATISM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by AXA audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.83×
ExtroversionTHRILL0.89×
MindfulnessBALANCE0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is AXA's target market in Germany?

AXA's target market in Germany covers an estimated 1,346,023 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of AXA customers?

45.7% of the AXA audience are female, 54.3% are male, with an average age of 42.2 years.

03

Which brands do AXA fans like most?

AXA fans show strongest brand affinity for Vehicle insurance (9.24×), ERGO Insurance Group (20.07×), and Quality of life (healthcare) (26.57×) over the country average.

04

Where do AXA fans live in Germany?

AXA fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do AXA fans also like?

Beyond AXA itself, the audience over-indexes on ERGO Insurance Group (20.07×), Quality of life (healthcare) (26.57×), AutoScout24 (3.37×), and Recreational fishing (6.42×) 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 AXA audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →