Rascasse Audience Intelligence

Business-to-business Audience in Germany

A data profile of the people who buy, follow and care about Business-to-business in Germany — modelled from more than twelve digital signal sources. Business-to-business has an estimated audience of 2,006,652 people in Germany.

#1934among Topic in Germany#327in Business & Career

The average Business-to-business fan in Germany is 39.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Commerzbank, Efficient energy use, AutoScout24, with strongest over-indexing on Commerzbank (2.2× the country average).

Demographically, the Business-to-business audience skews more male with an average age of 39.3, and over-indexes on personality traits such as Quality Awareness, Career Orientation.

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

The typical Business-to-business fan in Germany is more male, around 39.3 years old, with strong Quality Awareness tendencies and a notable affinity for Commerzbank.

Category: Business & Career · Type: Topic

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 Business-to-business profile in Germany.

Audience size
2M
in Germany
Gender
40.5%♀
59.5% male
Age
39.3
average years
Country rank
#3347
Topic in Germany
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Business-to-business fans

40.5% are female, 59.5% are male, average age 39.3.

Fig. 02

Gender split

40.5%
Female
59.5%
Male
Demographic split for Business-to-business audience in Germany
MetricValue
Female40.5%
Male59.5%
Average age39.3
Estimated audience size2,006,652
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Business-to-business audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3922%
40-4923%
50+18%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Business-to-business audience comes from Germany.

Worldwide audience distribution share by country for Business-to-business
CountryShare
United States7.8%
India5.0%
Brazil4.1%
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 Business-to-business audience in Germany is strongest.

Fig. 05

Top regions by affinity

Business-to-business fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~20K1.15×
02Saarland~30K1.06×
03Thüringen~50K1.01×
04Mecklenburg-Vorpommern~40K1.01×
05Hamburg~50K1.00×
06Sachsen-Anhalt~50K0.99×
07Baden-Württemberg~300K0.98×
08Hessen~100K0.97×
09Brandenburg~60K0.97×
10Rheinland-Pfalz~100K0.96×
11Berlin~90K0.96×
12Schleswig-Holstein~70K0.96×
13Bayern~300K0.94×
14Sachsen~90K0.94×
15Nordrhein-Westfalen~400K0.92×
16Niedersachsen~200K0.91×
Fig. 06

Affinity by region

Affinity by region — Business-to-business, Germany
0.91×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Business-to-business audience
#·InterestCategoryAffinity×
01Tesla Model XCars & Mobility6.86×
02Vehicle leasingCars & Mobility5.56×
03Solar cellHome & Garden3.17×
04Efficient energy useTechnology & Electronics3.00×
05Social media marketingBusiness & Career2.98×
06EssoCars & Mobility2.71×
07CarcareCars & Mobility2.64×
08InnovationBusiness & Career2.55×
09Sustainable energyHome & Garden2.39×
10Solar energyHome & Garden2.21×
11CommerzbankBusiness & Career2.20×
12Solar powerHome & Garden2.18×
13AutoScout24Cars & Mobility2.03×
14LivemusicMusic & Radio2.01×
15TipicoGames1.99×
16Used carCars & Mobility1.81×
17EnergyHome & Garden1.75×
18AliExpressShopping1.74×
19BankingBusiness & Career1.71×
20WhatsAppInternet & Social Media1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Business-to-business 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 Business-to-business audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.67×
Career OrientationPOWER1.60×
Need for SecurityCONSERVATISM1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Business-to-business audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.82×
Pet OwnershipJOY0.83×
Sports ActivityPOWER0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Business-to-business have in Germany?

Business-to-business has an estimated audience of 2,006,652 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Business-to-business fans?

40.5% of Business-to-business fans are female, 59.5% are male, with an average age of 39.3 years.

03

Which brands do Business-to-business fans like most?

Business-to-business fans show strongest brand affinity for Commerzbank (2.2×), Efficient energy use (3×), and AutoScout24 (2.03×) over the country average.

04

Where do Business-to-business fans live in Germany?

Business-to-business fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Business-to-business fans also like?

Beyond Business-to-business itself, the audience over-indexes on Efficient energy use (3×), AutoScout24 (2.03×), Innovation (2.55×), and Sustainable energy (2.39×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Business-to-business audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Business-to-business. 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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