Rascasse Audience Intelligence

Google Wallet Target Market in Germany

A data profile of the people who buy, follow and care about Google Wallet in Germany — modelled from more than twelve digital signal sources. Google Wallet has an estimated audience of 302,272 people in Germany.

#2197among Brand in Germany#675in Technology & Electronics

The average Google Wallet fan in Germany is 35.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Karbala, Baghdad Governorate, Nokia, with strongest over-indexing on Karbala (131.95× the country average).

Demographically, the Google Wallet audience skews more male with an average age of 35.6, and over-indexes on personality traits such as Career Orientation, Community Orientation.

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

The typical Google Wallet fan in Germany is more male, around 35.6 years old, with strong Career Orientation tendencies and a notable affinity for Karbala.

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 Google Wallet profile in Germany.

Audience size
302K
in Germany
Gender
30.3%♀
69.7% male
Age
35.6
average years
Country rank
#17215
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Google Wallet

30.3% are female, 69.7% are male, average age 35.6.

Fig. 02

Gender split

30.3%
Female
69.7%
Male
Demographic split for Google Wallet audience in Germany
MetricValue
Female30.3%
Male69.7%
Average age35.6
Estimated audience size302,272
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Google Wallet audience in Germany
Age bracketShare%
16-1929%
20-2920%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

4.1%

of the worldwide Google Wallet audience comes from Germany.

Worldwide audience distribution share by country for Google Wallet
CountryShare
United States21.5%
Italy10.8%
United Kingdom6.0%
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 Google Wallet audience in Germany is strongest.

Fig. 05

Top regions by affinity

Google Wallet customers by region in Germany
#RegionReachAffinity×
01Hamburg~8K1.14×
02Niedersachsen~30K1.08×
03Brandenburg~10K1.06×
04Berlin~10K1.03×
05Schleswig-Holstein~10K1.03×
06Sachsen~20K1.02×
07Nordrhein-Westfalen~70K1.01×
08Bayern~50K1.01×
09Hessen~20K1.01×
10Rheinland-Pfalz~20K1.00×
11Baden-Württemberg~40K0.98×
12Saarland~4K0.97×
13Bremen~3K0.97×
14Sachsen-Anhalt~7K0.93×
15Thüringen~7K0.91×
16Mecklenburg-Vorpommern~5K0.87×
Fig. 06

Affinity by region

Affinity by region — Google Wallet, Germany
0.87×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Google Wallet audience
#·InterestCategoryAffinity×
01KarbalaTravel & Leisure131.95×
02Baghdad GovernorateTravel & Leisure72.98×
03mbcBrand72.02×
04Trust lawPolitics & Society71.72×
05DohukTravel & Leisure61.46×
06Power RangersKids & Family59.15×
07BasraTravel & Leisure56.88×
08University of BaghdadBusiness & Career54.71×
09Financial risk managementBusiness & Career49.16×
10NokiaTechnology & Electronics47.17×
11SulaymaniyahTravel & Leisure46.08×
12Al Ahly SCSports32.24×
13KurdistanTravel & Leisure22.97×
14Cross-stitchHome & Garden18.05×
15Foreign languageBusiness & Career17.52×
16ShawlFashion & Accessoires16.78×
17Language schoolKids & Family16.57×
18SunExpressTravel & Leisure15.31×
19Google FlightsTravel & Leisure10.19×
20TagesschauMovies & TV6.41×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Google Wallet 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 Google Wallet audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER3.34×
Community OrientationOPEN2.96×
TravellingTHRILL2.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Google Wallet audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.70×
PatriotismCONSERVATISM0.89×
MindfulnessBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Google Wallet's target market in Germany?

Google Wallet's target market in Germany covers an estimated 302,272 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Google Wallet customers?

30.3% of the Google Wallet audience are female, 69.7% are male, with an average age of 35.6 years.

03

Which brands do Google Wallet fans like most?

Google Wallet fans show strongest brand affinity for Karbala (131.95×), Baghdad Governorate (72.98×), and Nokia (47.17×) over the country average.

04

Where do Google Wallet fans live in Germany?

Google Wallet fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Google Wallet fans also like?

Beyond Google Wallet itself, the audience over-indexes on Baghdad Governorate (72.98×), Nokia (47.17×), SunExpress (15.31×), and University of Baghdad (54.71×) 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 Google Wallet audiences in other countries

How to read this data

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