Rascasse Audience Intelligence

Garmin Target Market in Germany

A data profile of the people who buy, follow and care about Garmin in Germany — modelled from more than twelve digital signal sources. Garmin has an estimated audience of 2,496,814 people in Germany.

#2among Smart devices in Germany#323among Brand in Germany#154in Technology & Electronics

The average Garmin fan in Germany is 37.8 years old, more male, and lives primarily in Bayern.

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

Top brand affinities include PGA Championship, The Open Championship, Masters Tournament, with strongest over-indexing on PGA Championship (9.92× the country average).

Demographically, the Garmin audience skews more male with an average age of 37.8, and over-indexes on personality traits such as Sports Activity, Risk Appetite.

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

The typical Garmin fan in Germany is more male, around 37.8 years old, with strong Sports Activity tendencies and a notable affinity for PGA Championship.

Category: Technology & Electronics · Type: Brand · Subtype: Smart devices

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 Garmin profile in Germany.

Audience size
2.5M
in Germany
Gender
37.1%♀
62.9% male
Age
37.8
average years
Country rank
#2646
Brand in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Garmin

37.1% are female, 62.9% are male, average age 37.8.

Fig. 02

Gender split

37.1%
Female
62.9%
Male
Demographic split for Garmin audience in Germany
MetricValue
Female37.1%
Male62.9%
Average age37.8
Estimated audience size2,496,814
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the Garmin audience in Germany
Age bracketShare%
16-1922%
20-2919%
30-3922%
40-4923%
50+14%
Fig. 04

Worldwide distribution

6.9%

of the worldwide Garmin audience comes from Germany.

Worldwide audience distribution share by country for Garmin
CountryShare
United States14.2%
Japan7.1%
Germany6.9%
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 Garmin audience in Germany is strongest.

Fig. 05

Top regions by affinity

Garmin customers by region in Germany
#RegionReachAffinity×
01Bayern~600K1.47×
02Baden-Württemberg~400K1.25×
03Hessen~200K1.19×
04Nordrhein-Westfalen~600K1.04×
05Rheinland-Pfalz~100K1.04×
06Sachsen~100K1.03×
07Hamburg~60K1.02×
08Schleswig-Holstein~90K0.99×
09Niedersachsen~200K0.98×
10Saarland~30K0.96×
11Berlin~100K0.94×
12Thüringen~60K0.91×
13Brandenburg~70K0.88×
14Mecklenburg-Vorpommern~40K0.82×
15Sachsen-Anhalt~50K0.76×
16Bremen~20K0.74×
Fig. 06

Affinity by region

Affinity by region — Garmin, Germany
0.74×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Garmin audience
#·InterestCategoryAffinity×
01Ice climbingSports14.28×
02LPGASports13.72×
03TitleistSports13.12×
04TaylorMade-AdidasSports12.18×
05U.S. Open (golf)Sports10.36×
06The Open ChampionshipSports9.95×
07PGA ChampionshipSports9.92×
08Masters TournamentSports7.96×
09Australian OpenSports7.94×
10Standup paddleboardingSports6.05×
11Golf ballSports5.98×
12JoggingSports3.48×
13Winter sportSports2.77×
14FRITZ!BoxTechnology & Electronics2.49×
15Obi (store)Shopping2.05×
16BildNews1.99×
17Deutsche BahnCars & Mobility1.90×
18LeisureTravel & Leisure1.73×
19SmartphonesTechnology & Electronics1.70×
20GermanyTravel & Leisure1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Garmin 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 Garmin audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.98×
Risk AppetiteTHRILL1.56×
PatriotismCONSERVATISM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Garmin audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.82×
MindfulnessBALANCE0.84×
Community OrientationOPEN0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Garmin's target market in Germany?

Garmin's target market in Germany covers an estimated 2,496,814 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Garmin customers?

37.1% of the Garmin audience are female, 62.9% are male, with an average age of 37.8 years.

03

Which brands do Garmin fans like most?

Garmin fans show strongest brand affinity for PGA Championship (9.92×), The Open Championship (9.95×), and Masters Tournament (7.96×) over the country average.

04

Where do Garmin fans live in Germany?

Garmin fans in Germany are most concentrated in Bayern (reach ~600K), Nordrhein-Westfalen (reach ~600K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Garmin fans also like?

Beyond Garmin itself, the audience over-indexes on The Open Championship (9.95×), Masters Tournament (7.96×), Titleist (13.12×), and Golf ball (5.98×) compared to the Germany average.

Appendix

Explore more audiences

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

More Smart devices audiences in Germany

See Garmin audiences in other countries

How to read this data

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