Rascasse Audience Intelligence

DWS Target Market in Germany

A data profile of the people who buy, follow and care about DWS in Germany — modelled from more than twelve digital signal sources. DWS has an estimated audience of 312,822 people in Germany.

#2149among Brand in Germany#1145in Business & Career

The average DWS fan in Germany is 40.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen.

Top brand affinities include Deutsche Bank, Asset management, Commerzbank, with strongest over-indexing on Deutsche Bank (11.11× the country average).

Demographically, the DWS audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical DWS fan in Germany is more male, around 40.5 years old, with strong Risk Appetite tendencies and a notable affinity for Deutsche Bank.

Category: Business & Career · 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 DWS profile in Germany.

Audience size
313K
in Germany
Gender
42.0%♀
58.0% male
Age
40.5
average years
Country rank
#16801
Brand in Germany
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DWS

42.0% are female, 58.0% are male, average age 40.5.

Fig. 02

Gender split

42.0%
Female
58.0%
Male
Demographic split for DWS audience in Germany
MetricValue
Female42.0%
Male58.0%
Average age40.5
Estimated audience size312,822
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the DWS audience in Germany
Age bracketShare%
16-1918%
20-2917%
30-3920%
40-4922%
50+23%
Fig. 04

Worldwide distribution

22.9%

of the worldwide DWS audience comes from Germany.

Worldwide audience distribution share by country for DWS
CountryShare
United States35.3%
Germany22.9%
China5.2%
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 DWS audience in Germany is strongest.

Fig. 05

Top regions by affinity

DWS customers by region in Germany
#RegionReachAffinity×
01Hessen~50K2.23×
02Bayern~60K1.22×
03Hamburg~8K1.08×
04Baden-Württemberg~40K1.04×
05Bremen~3K1.04×
06Berlin~10K1.00×
07Rheinland-Pfalz~20K0.99×
08Sachsen~10K0.96×
09Nordrhein-Westfalen~60K0.95×
10Niedersachsen~30K0.89×
11Schleswig-Holstein~10K0.88×
12Thüringen~7K0.88×
13Brandenburg~8K0.85×
14Saarland~3K0.76×
15Sachsen-Anhalt~6K0.71×
16Mecklenburg-Vorpommern~4K0.71×
Fig. 06

Affinity by region

Affinity by region — DWS, Germany
0.71×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DWS audience
#·InterestCategoryAffinity×
01Asset managementBusiness & Career20.91×
02Money managementBusiness & Career12.98×
03Deutsche BankBusiness & Career11.11×
04Mortgage calculatorHome & Garden7.94×
05Passive incomeBusiness & Career7.87×
06BlackRockBusiness & Career7.66×
07N26Business & Career6.69×
08Home insuranceBusiness & Career6.21×
09Investment managementBusiness & Career5.08×
10Stock marketBusiness & Career5.02×
11CommerzbankBusiness & Career3.89×
12EssoCars & Mobility3.83×
13PostbankBusiness & Career2.77×
14Efficient energy useTechnology & Electronics2.73×
15BankingBusiness & Career2.55×
16NatureHome & Garden2.52×
17VacationsTravel & Leisure2.35×
18FamilyKids & Family1.85×
19Personal financeBusiness & Career1.71×
20TagesschauMovies & TV1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DWS 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 DWS audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.45×
Career OrientationPOWER2.36×
Need for SecurityCONSERVATISM1.65×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DWS audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.83×
CreativityOPEN0.88×
Sports ActivityPOWER0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DWS's target market in Germany?

DWS's target market in Germany covers an estimated 312,822 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of DWS customers?

42.0% of the DWS audience are female, 58.0% are male, with an average age of 40.5 years.

03

Which brands do DWS fans like most?

DWS fans show strongest brand affinity for Deutsche Bank (11.11×), Asset management (20.91×), and Commerzbank (3.89×) over the country average.

04

Where do DWS fans live in Germany?

DWS fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~60K), and Hessen (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do DWS fans also like?

Beyond DWS itself, the audience over-indexes on Asset management (20.91×), Commerzbank (3.89×), Mortgage calculator (7.94×), and Money management (12.98×) 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 DWS audiences in other countries

How to read this data

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