Barmer Audience in Germany
Barmer has an estimated audience of 3,888,685 people in Germany. 45.8% are female, 54.2% are male, average age 41.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Home insurance, Property insurance, Mobile banking, Health insurance, Liability insurance.
The average Barmer fan in Germany is 41.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Home insurance, Property insurance, Mobile banking, with strongest over-indexing on Home insurance (152.2× the country average). Demographically, the Barmer audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Need for Security, Career Orientation. 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 Barmer fans
| Metric | Value |
|---|---|
| Female | 45.8% |
| Male | 54.2% |
| Average age | 41.6 |
| Estimated audience size | 3,888,685 |
Audience persona
The typical Barmer fan in Germany is balanced, around 41.6 years old, with strong Need for Security tendencies and a notable affinity for Home insurance.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,085,796 | 1.28× |
| Bayern | 485,138 | 0.78× |
| Baden-Württemberg | 386,456 | 0.73× |
| Hessen | 339,222 | 1.14× |
| Niedersachsen | 330,282 | 0.87× |
| Rheinland-Pfalz | 216,675 | 1.11× |
| Berlin | 209,384 | 1.2× |
| Brandenburg | 187,885 | 1.56× |
| Sachsen | 160,238 | 0.84× |
| Schleswig-Holstein | 157,160 | 1.13× |
| Sachsen-Anhalt | 113,011 | 1.12× |
| Hamburg | 85,885 | 0.98× |
| Thüringen | 83,350 | 0.84× |
| Mecklenburg-Vorpommern | 56,197 | 0.76× |
| Saarland | 50,298 | 1.05× |
| Bremen | 20,290 | 0.61× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home insurance | 152.2× | Business & Career |
| Property insurance | 44.11× | Home & Garden |
| Mobile banking | 35.74× | Business & Career |
| Health insurance | 17.03× | Business & Career |
| Liability insurance | 26.55× | Business & Career |
| Life insurance | 11.4× | Business & Career |
| National health insurance | 14.27× | Business & Career |
| Vacation rental | 5.7× | Travel & Leisure |
| Commerzbank | 2.8× | Business & Career |
| Credit (finance) | 5.68× | Business & Career |
| Online banking | 5.89× | Business & Career |
| Debit card | 8.62× | Business & Career |
| Insurance | 3.13× | Business & Career |
| Tinder | 6.42× | Internet & Social Media |
| Tagesschau | 1.77× | Movies & TV |
| 1.95× | Internet & Social Media | |
| Mortgage loans | 5.01× | Business & Career |
| Banking | 2.29× | Business & Career |
| Ariana Grande | 4.16× | Music & Radio |
| Personal finance | 1.62× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.6 |
| Career Orientation | POWER | 1.52 |
| Family Orientation | CONSERVATISM | 1.52 |
| Indulgence | JOY | 1.32 |
| Sustainability | BALANCE | 1.28 |
| Travelling | THRILL | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 79.8% |
| India | 17.1% |
| United States | 0.7% |
See Barmer audiences in other countries
More Insurances audiences in Germany
- Huk24 (6,584,419)
- Techniker Krankenkasse (5,922,907)
- AOK (5,126,536)
- Allianz (3,618,685)
- IKK classic (2,243,398)
Frequently asked questions
How many fans does Barmer have in Germany?
Barmer has an estimated audience of 3,888,685 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Barmer fans?
45.8% of Barmer fans are female, 54.2% are male, with an average age of 41.6 years.
Which brands do Barmer fans like most?
Barmer fans show strongest brand affinity for Home insurance (152.2×), Property insurance (44.11×), and Mobile banking (35.74×) over the country average.
Where do Barmer fans live in Germany?
Barmer fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,085,796), Bayern (reach 485,138), and Baden-Württemberg (reach 386,456). These three regions account for the largest share of the active audience.
What other brands do Barmer fans also like?
Beyond Barmer itself, the audience over-indexes on Property insurance (44.11×), Mobile banking (35.74×), Health insurance (17.03×), and Liability insurance (26.55×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Barmer. 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.