Rascasse Audience Intelligence

Barclays Target Market in Germany

A data profile of the people who buy, follow and care about Barclays in Germany — modelled from more than twelve digital signal sources. Barclays has an estimated audience of 981,706 people in Germany.

#23among Bank in Germany#870among Brand in Germany#588in Business & Career

The average Barclays fan in Germany is 40.7 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Hanseatic Bank, Debit MasterCard, Registered Retirement Savings Plan, with strongest over-indexing on Hanseatic Bank (105.07× the country average).

Demographically, the Barclays audience skews more male with an average age of 40.7, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

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

The typical Barclays fan in Germany is more male, around 40.7 years old, with strong Career Orientation tendencies and a notable affinity for Hanseatic Bank.

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

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 Barclays profile in Germany.

Audience size
982K
in Germany
Gender
36.9%♀
63.1% male
Age
40.7
average years
Country rank
#6656
Brand in Germany
Fig. 01

Search interest · 12-month trend

-56%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Barclays

36.9% are female, 63.1% are male, average age 40.7.

Fig. 02

Gender split

36.9%
Female
63.1%
Male
Demographic split for Barclays audience in Germany
MetricValue
Female36.9%
Male63.1%
Average age40.7
Estimated audience size981,706
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Barclays audience in Germany
Age bracketShare%
16-1917%
20-2918%
30-3920%
40-4921%
50+24%
Fig. 04

Worldwide distribution

6.5%

of the worldwide Barclays audience comes from Germany.

Worldwide audience distribution share by country for Barclays
CountryShare
United Kingdom54.8%
United States21.3%
Germany6.5%
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 Barclays audience in Germany is strongest.

Fig. 05

Top regions by affinity

Barclays customers by region in Germany
#RegionReachAffinity×
01Hessen~100K1.16×
02Hamburg~30K1.14×
03Nordrhein-Westfalen~300K1.11×
04Berlin~50K1.11×
05Rheinland-Pfalz~60K1.04×
06Bayern~200K1.03×
07Schleswig-Holstein~40K1.01×
08Baden-Württemberg~100K0.99×
09Sachsen~50K0.98×
10Thüringen~30K0.98×
11Brandenburg~30K0.97×
12Saarland~10K0.93×
13Niedersachsen~100K0.92×
14Bremen~9K0.92×
15Sachsen-Anhalt~20K0.89×
16Mecklenburg-Vorpommern~20K0.83×
Fig. 06

Affinity by region

Affinity by region — Barclays, Germany
0.83×1.00×1.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barclays audience
#·InterestCategoryAffinity×
01Morgan Stanley Wealth ManagementBusiness & Career382.71×
02The Carlyle GroupBusiness & Career287.89×
03Debit MasterCardBusiness & Career268.91×
04Registered Retirement Savings PlanBusiness & Career155.12×
05FiduciaryBusiness & Career141.16×
06Degussa BankBusiness & Career129.71×
07Hanseatic BankBusiness & Career105.07×
08ChaseBusiness & Career55.56×
09Term life insuranceBusiness & Career40.93×
10Commercial bankBusiness & Career36.62×
11GeraTravel & Leisure24.52×
12Hedge fundBusiness & Career18.65×
13Mark ZuckerbergBusiness & Career14.79×
14Debit cardBusiness & Career13.72×
15Peter HahnFashion & Accessoires12.12×
16Retail bankingBusiness & Career11.89×
17American ExpressBusiness & Career9.77×
18Berliner VolksbankBusiness & Career6.90×
19Financial servicesBusiness & Career5.41×
20BankingBusiness & Career3.41×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barclays 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 Barclays audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.74×
Risk AppetiteTHRILL1.54×
Quality AwarenessPREMIUM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barclays audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.81×
Price SensitivityPREMIUM0.92×
Pet OwnershipJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Barclays's target market in Germany?

Barclays's target market in Germany covers an estimated 981,706 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Barclays customers?

36.9% of the Barclays audience are female, 63.1% are male, with an average age of 40.7 years.

03

Which brands do Barclays fans like most?

Barclays fans show strongest brand affinity for Hanseatic Bank (105.07×), Debit MasterCard (268.91×), and Registered Retirement Savings Plan (155.12×) over the country average.

04

Where do Barclays fans live in Germany?

Barclays fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Barclays fans also like?

Beyond Barclays itself, the audience over-indexes on Debit MasterCard (268.91×), Registered Retirement Savings Plan (155.12×), The Carlyle Group (287.89×), and Morgan Stanley Wealth Management (382.71×) compared to the Germany average.

Appendix

Explore more audiences

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

More Bank audiences in Germany

See Barclays audiences in other countries

How to read this data

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