AXA Audience in Germany
AXA has an estimated audience of 1,314,044 people in Germany. 45.7% are female, 54.3% are male, average age 42.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Vehicle insurance, ERGO Insurance Group, Quality of life (healthcare), AutoScout24, Recreational fishing.
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 Need for Security, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand · Subtype: Insurances
Demographics of AXA fans
| Metric | Value |
|---|---|
| Female | 45.7% |
| Male | 54.3% |
| Average age | 42.2 |
| Estimated audience size | 1,314,044 |
Audience persona
The typical AXA fan in Germany is balanced, around 42.2 years old, with strong Need for Security tendencies and a notable affinity for Vehicle insurance.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 383,456 | 1.33× |
| Bayern | 231,156 | 1.09× |
| Baden-Württemberg | 215,241 | 1.2× |
| Hessen | 132,537 | 1.32× |
| Niedersachsen | 126,189 | 0.99× |
| Rheinland-Pfalz | 75,601 | 1.15× |
| Berlin | 63,699 | 1.08× |
| Sachsen | 49,471 | 0.77× |
| Schleswig-Holstein | 47,119 | 1× |
| Brandenburg | 40,003 | 0.98× |
| Hamburg | 29,970 | 1.01× |
| Sachsen-Anhalt | 24,667 | 0.72× |
| Thüringen | 24,555 | 0.73× |
| Mecklenburg-Vorpommern | 18,473 | 0.74× |
| Saarland | 16,662 | 1.03× |
| Bremen | 9,472 | 0.84× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Vehicle insurance | 9.24× | Cars & Mobility |
| ERGO Insurance Group | 20.07× | Business & Career |
| Quality of life (healthcare) | 26.57× | Health |
| AutoScout24 | 3.37× | Cars & Mobility |
| Recreational fishing | 6.42× | Sports |
| Barmenia | 9.83× | Business & Career |
| Germany | 1.62× | Travel & Leisure |
| Commerzbank | 2.25× | Business & Career |
| Netto Marken-Discount | 1.96× | Shopping |
| Aral AG | 2.09× | Cars & Mobility |
| Natural World | 2.05× | Fashion & Accessoires |
| Financial services | 2.82× | Business & Career |
| Wikipedia | 1.98× | Internet & Social Media |
| 1.79× | Internet & Social Media | |
| Insurance | 2.6× | Business & Career |
| Dental consonant | 4.14× | Health |
| Postbank | 2.06× | Business & Career |
| Investment management | 3.81× | Business & Career |
| Bauhaus | 1.6× | Shopping |
| Ryanair | 1.78× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.5 |
| Patriotism | CONSERVATISM | 1.43 |
| Pet Ownership | JOY | 1.28 |
| Indulgence | JOY | 1.24 |
| Career Orientation | POWER | 1.19 |
| Early Adopter Mentality | POWER | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 26.3% |
| Germany | 8.1% |
| Spain | 7.1% |
See AXA audiences in other countries
More Insurances audiences in Germany
- Huk24 (6,584,419)
- Techniker Krankenkasse (5,922,907)
- AOK (5,126,536)
- Barmer (3,888,686)
- Allianz (3,618,685)
Frequently asked questions
How many fans does AXA have in Germany?
AXA has an estimated audience of 1,314,044 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of AXA fans?
45.7% of AXA fans are female, 54.3% are male, with an average age of 42.2 years.
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.
Where do AXA fans live in Germany?
AXA fans in Germany are most concentrated in Nordrhein-Westfalen (reach 383,456), Bayern (reach 231,156), and Baden-Württemberg (reach 215,241). These three regions account for the largest share of the active audience.
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.
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.