Rascasse Audience Intelligence

Driving Audience in Germany

A data profile of the people who buy, follow and care about Driving in Germany — modelled from more than twelve digital signal sources. Driving has an estimated audience of 6,649,077 people in Germany.

#426among Topic in Germany#30in Cars & Mobility

The average Driving fan in Germany is 37.4 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include DeWalt, Motorcycle helmet, Carcare, with strongest over-indexing on DeWalt (12.86× the country average).

Demographically, the Driving audience skews more male with an average age of 37.4, and over-indexes on personality traits such as Quality Awareness, Risk Appetite.

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

The typical Driving fan in Germany is more male, around 37.4 years old, with strong Quality Awareness tendencies and a notable affinity for DeWalt.

Category: Cars & Mobility · 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 Driving profile in Germany.

Audience size
6.6M
in Germany
Gender
28.6%♀
71.4% male
Age
37.4
average years
Country rank
#692
Topic in Germany
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Driving fans

28.6% are female, 71.4% are male, average age 37.4.

Fig. 02

Gender split

28.6%
Female
71.4%
Male
Demographic split for Driving audience in Germany
MetricValue
Female28.6%
Male71.4%
Average age37.4
Estimated audience size6,649,077
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Driving audience in Germany
Age bracketShare%
16-1925%
20-2919%
30-3920%
40-4920%
50+16%
Fig. 04

Worldwide distribution

4.5%

of the worldwide Driving audience comes from Germany.

Worldwide audience distribution share by country for Driving
CountryShare
United States16.0%
Japan5.3%
United Kingdom5.2%
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 Driving audience in Germany is strongest.

Fig. 05

Top regions by affinity

Driving fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~600K1.91×
02Hessen~600K1.17×
03Hamburg~200K1.13×
04Sachsen~400K1.10×
05Bremen~60K1.08×
06Baden-Württemberg~1M1.05×
07Bayern~1M1.04×
08Nordrhein-Westfalen~1.5M0.93×
09Schleswig-Holstein~200K0.90×
10Brandenburg~200K0.90×
11Rheinland-Pfalz~300K0.86×
12Niedersachsen~500K0.84×
13Saarland~70K0.83×
14Thüringen~100K0.82×
15Sachsen-Anhalt~100K0.76×
16Mecklenburg-Vorpommern~90K0.69×
Fig. 06

Affinity by region

Affinity by region — Driving, Germany
0.69×1.00×1.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Driving audience
#·InterestCategoryAffinity×
01DeWaltHome & Garden12.86×
02Subcompact carCars & Mobility9.04×
03Auto showCars & Mobility7.66×
04Motorcycle helmetCars & Mobility6.53×
05Auto detailingCars & Mobility5.70×
06CarcareCars & Mobility5.39×
07Automobile repair shopCars & Mobility4.61×
08Compact carCars & Mobility4.46×
09Car washCars & Mobility4.25×
10HatchbackCars & Mobility4.04×
11LamborghiniCars & Mobility4.04×
12FerrariCars & Mobility3.97×
13Antique carCars & Mobility3.97×
14MotoGPSports3.74×
15PorscheCars & Mobility3.30×
16HyundaiCars & Mobility3.23×
17Formula OneSports2.96×
18Used carCars & Mobility2.54×
19House musicMusic & Radio2.39×
20TagesschauMovies & TV1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Driving 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 Driving audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.76×
Risk AppetiteTHRILL1.61×
Luxury OrientationPREMIUM1.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Driving audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.73×
Design AffinityPREMIUM0.84×
Healthy LifestyleBALANCE0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Driving have in Germany?

Driving has an estimated audience of 6,649,077 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Driving fans?

28.6% of Driving fans are female, 71.4% are male, with an average age of 37.4 years.

03

Which brands do Driving fans like most?

Driving fans show strongest brand affinity for DeWalt (12.86×), Motorcycle helmet (6.53×), and Carcare (5.39×) over the country average.

04

Where do Driving fans live in Germany?

Driving fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Driving fans also like?

Beyond Driving itself, the audience over-indexes on Motorcycle helmet (6.53×), Carcare (5.39×), Subcompact car (9.04×), and Automobile repair shop (4.61×) compared to the Germany average.

Appendix

Explore more audiences

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

More Cars & Mobility audiences in Germany

See Driving audiences in other countries

How to read this data

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