Rascasse Audience Intelligence

Guinness World Records Target Market in Germany

A data profile of the people who buy, follow and care about Guinness World Records in Germany — modelled from more than twelve digital signal sources. Guinness World Records has an estimated audience of 465,027 people in Germany.

#1622among Brand in Germany#269in Kids & Family

The average Guinness World Records fan in Germany is 38.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include 100 metres, TikTok, Jochen Schweizer, with strongest over-indexing on 100 metres (13.27× the country average).

Demographically, the Guinness World Records audience skews more male with an average age of 38.8, and over-indexes on personality traits such as Spirituality, Patriotism.

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

The typical Guinness World Records fan in Germany is more male, around 38.8 years old, with strong Spirituality tendencies and a notable affinity for 100 metres.

Category: Kids & Family · 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 Guinness World Records profile in Germany.

Audience size
465K
in Germany
Gender
36.0%♀
64.0% male
Age
38.8
average years
Country rank
#12462
Brand in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Guinness World Records

36.0% are female, 64.0% are male, average age 38.8.

Fig. 02

Gender split

36.0%
Female
64.0%
Male
Demographic split for Guinness World Records audience in Germany
MetricValue
Female36.0%
Male64.0%
Average age38.8
Estimated audience size465,027
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Guinness World Records audience in Germany
Age bracketShare%
16-1915%
20-2924%
30-3924%
40-4920%
50+16%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Guinness World Records audience comes from Germany.

Worldwide audience distribution share by country for Guinness World Records
CountryShare
United States33.2%
India11.1%
United Kingdom8.0%
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 Guinness World Records audience in Germany is strongest.

Fig. 05

Top regions by affinity

Guinness World Records customers by region in Germany
#RegionReachAffinity×
01Bayern~90K1.18×
02Baden-Württemberg~70K1.17×
03Hessen~40K1.12×
04Hamburg~10K1.10×
05Berlin~20K1.07×
06Rheinland-Pfalz~20K1.06×
07Nordrhein-Westfalen~100K1.05×
08Schleswig-Holstein~20K1.04×
09Niedersachsen~50K1.00×
10Sachsen~20K0.99×
11Brandenburg~10K0.96×
12Thüringen~10K0.94×
13Saarland~5K0.94×
14Bremen~4K0.91×
15Mecklenburg-Vorpommern~8K0.87×
16Sachsen-Anhalt~10K0.86×
Fig. 06

Affinity by region

Affinity by region — Guinness World Records, Germany
0.86×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Guinness World Records audience
#·InterestCategoryAffinity×
01100 metresSports13.27×
02Jochen SchweizerHome & Garden7.72×
03Sprint (running)Sports4.76×
04Instant messagingInternet & Social Media2.59×
05XInternet & Social Media2.35×
06DeichmannShopping2.28×
07AnimalPets & Animals2.07×
08AutoScout24Cars & Mobility2.07×
09TikTokInternet & Social Media2.06×
10SportschauSports2.06×
11Electronic musicMusic & Radio1.89×
12BildNews1.84×
13UEFA Champions LeagueSports1.82×
14EdekaShopping1.82×
15EBayShopping1.80×
16TagesschauMovies & TV1.77×
17InstagramInternet & Social Media1.75×
18YouTubeMovies & TV1.71×
19Politics and social issuesPolitics & Society1.60×
20PetsPets & Animals1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Guinness World Records 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 Guinness World Records audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE2.14×
PatriotismCONSERVATISM2.06×
Community OrientationOPEN1.85×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Guinness World Records audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.04×
Design AffinityPREMIUM1.04×
IndividualismJOY1.14×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Guinness World Records's target market in Germany?

Guinness World Records's target market in Germany covers an estimated 465,027 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Guinness World Records customers?

36.0% of the Guinness World Records audience are female, 64.0% are male, with an average age of 38.8 years.

03

Which brands do Guinness World Records fans like most?

Guinness World Records fans show strongest brand affinity for 100 metres (13.27×), TikTok (2.06×), and Jochen Schweizer (7.72×) over the country average.

04

Where do Guinness World Records fans live in Germany?

Guinness World Records fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Guinness World Records fans also like?

Beyond Guinness World Records itself, the audience over-indexes on TikTok (2.06×), Jochen Schweizer (7.72×), X (2.35×), and Instagram (1.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Guinness World Records audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Guinness World Records. 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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