Rascasse Audience Intelligence

DATEV Target Market in Germany

A data profile of the people who buy, follow and care about DATEV in Germany — modelled from more than twelve digital signal sources. DATEV has an estimated audience of 4,988,753 people in Germany.

#134among Brand in Germany#61in Technology & Electronics

The average DATEV fan in Germany is 42.5 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, GitHub, Efficient energy use, with strongest over-indexing on Commerzbank (3.06× the country average).

Demographically, the DATEV audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical DATEV fan in Germany is more male, around 42.5 years old, with strong Career Orientation tendencies and a notable affinity for Commerzbank.

Category: Technology & Electronics · Type: Brand

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 DATEV profile in Germany.

Audience size
5M
in Germany
Gender
42.1%♀
57.9% male
Age
42.5
average years
Country rank
#1060
Brand in Germany
Fig. 01

Search interest · 12-month trend

+44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DATEV

42.1% are female, 57.9% are male, average age 42.5.

Fig. 02

Gender split

42.1%
Female
57.9%
Male
Demographic split for DATEV audience in Germany
MetricValue
Female42.1%
Male57.9%
Average age42.5
Estimated audience size4,988,753
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the DATEV audience in Germany
Age bracketShare%
16-197%
20-2917%
30-3926%
40-4931%
50+18%
Fig. 04

Worldwide distribution

87.0%

of the worldwide DATEV audience comes from Germany.

Worldwide audience distribution share by country for DATEV
CountryShare
Germany87.0%
Italy9.4%
Poland0.9%
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 DATEV audience in Germany is strongest.

Fig. 05

Top regions by affinity

DATEV customers by region in Germany
#RegionReachAffinity×
01Bayern~900K1.27×
02Nordrhein-Westfalen~1M1.23×
03Baden-Württemberg~700K1.18×
04Hamburg~100K1.13×
05Schleswig-Holstein~200K1.08×
06Niedersachsen~500K1.04×
07Rheinland-Pfalz~200K1.04×
08Hessen~400K1.02×
09Mecklenburg-Vorpommern~80K0.97×
10Sachsen-Anhalt~100K0.95×
11Thüringen~100K0.92×
12Sachsen~200K0.90×
13Bremen~30K0.89×
14Berlin~200K0.88×
15Saarland~40K0.79×
16Brandenburg~100K0.75×
Fig. 06

Affinity by region

Affinity by region — DATEV, Germany
0.75×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DATEV audience
#·InterestCategoryAffinity×
01GitHubInternet & Social Media5.83×
02PurpleDiscoMachineMusic & Radio5.83×
03Opel MokkaCars & Mobility5.83×
04Škoda KodiaqCars & Mobility4.89×
05Web serverTechnology & Electronics4.46×
06Efficient energy useTechnology & Electronics3.53×
07CommerzbankBusiness & Career3.06×
08EssoCars & Mobility3.01×
09Deutsche BankBusiness & Career2.95×
10InnovationBusiness & Career2.82×
11Google DriveTechnology & Electronics2.69×
12Tour de FranceSports2.58×
13PhotovoltaicsHome & Garden2.52×
14Solar powerHome & Garden2.41×
15Employment websiteBusiness & Career2.20×
16SparkasseBusiness & Career2.02×
17NatureHome & Garden1.93×
18BankingBusiness & Career1.91×
19FamilyKids & Family1.76×
20Deutsche BahnCars & Mobility1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DATEV 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 DATEV audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.34×
Need for SecurityCONSERVATISM2.02×
Early Adopter MentalityPOWER1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DATEV audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
CreativityOPEN0.82×
Luxury OrientationPREMIUM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DATEV's target market in Germany?

DATEV's target market in Germany covers an estimated 4,988,753 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of DATEV customers?

42.1% of the DATEV audience are female, 57.9% are male, with an average age of 42.5 years.

03

Which brands do DATEV fans like most?

DATEV fans show strongest brand affinity for Commerzbank (3.06×), GitHub (5.83×), and Efficient energy use (3.53×) over the country average.

04

Where do DATEV fans live in Germany?

DATEV fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do DATEV fans also like?

Beyond DATEV itself, the audience over-indexes on GitHub (5.83×), Efficient energy use (3.53×), PurpleDiscoMachine (5.83×), and Family (1.76×) compared to the Germany average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in Germany

See DATEV audiences in other countries

How to read this data

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