Hamburg Audience in Germany
Hamburg has an estimated audience of 5,022,735 people in Germany. 54.9% are female, 45.1% are male, average age 40.8. Top regions: Hamburg, Nordrhein-Westfalen, Niedersachsen. Top brand affinities: Gala, Tchibo, Kaufland, Rossmann, Deichmann.
The average Hamburg fan in Germany is 40.8 years old, balanced, and lives primarily in Hamburg. The audience is concentrated in Hamburg, Nordrhein-Westfalen, Niedersachsen. Top brand affinities include Gala, Tchibo, Kaufland, with strongest over-indexing on Gala (2.03× the country average). Demographically, the Hamburg audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Indulgence, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: POI · Subtype: City
Demographics of Hamburg fans
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 40.8 |
| Estimated audience size | 5,022,735 |
Audience persona
The typical Hamburg fan in Germany is balanced, around 40.8 years old, with strong Indulgence tendencies and a notable affinity for Gala.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Hamburg | 651,623 | 5.74× |
| Nordrhein-Westfalen | 639,126 | 0.58× |
| Niedersachsen | 509,928 | 1.05× |
| Schleswig-Holstein | 428,873 | 2.38× |
| Bayern | 367,388 | 0.46× |
| Baden-Württemberg | 317,652 | 0.46× |
| Hessen | 233,773 | 0.61× |
| Berlin | 131,207 | 0.58× |
| Rheinland-Pfalz | 111,719 | 0.44× |
| Sachsen | 105,699 | 0.43× |
| Brandenburg | 68,738 | 0.44× |
| Mecklenburg-Vorpommern | 65,668 | 0.68× |
| Sachsen-Anhalt | 55,703 | 0.43× |
| Thüringen | 52,051 | 0.41× |
| Bremen | 41,623 | 0.97× |
| Saarland | 20,832 | 0.34× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gala | 2.03× | News |
| Tchibo | 2.3× | Shopping |
| Kaufland | 1.6× | Shopping |
| Rossmann | 1.74× | Shopping |
| Deichmann | 1.63× | Shopping |
| Munich | 1.55× | Travel & Leisure |
| North Rhine-Westphalia | 1.59× | Travel & Leisure |
| Gute Zeiten, schlechte Zeiten | 1.92× | Movies & TV |
| Roland Kaiser | 2.02× | Music & Radio |
| ZDF | 1.59× | Movies & TV |
| Dresses | 1.67× | Fashion & Accessoires |
| Helene Fischer | 1.64× | Music & Radio |
| C&A | 1.73× | Shopping |
| QVC | 1.89× | Movies & TV |
| Boutiques | 1.51× | Fashion & Accessoires |
| Ernsting's family | 2.04× | Shopping |
| Shopping malls | 1.52× | Shopping |
| Beauty salons | 1.52× | Beauty & Wellness |
| Bremen | 1.98× | Travel & Leisure |
| Electronic funds transfer | 1.51× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.05 |
| Pet Ownership | JOY | 1.04 |
| Sports Activity | POWER | 1.04 |
| Tradition | CONSERVATISM | 1.03 |
| Design Affinity | PREMIUM | 1.03 |
| Patriotism | CONSERVATISM | 0.97 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 55.6% |
| United States | 4.6% |
| Austria | 3.7% |
See Hamburg audiences in other countries
More City audiences in Germany
- Munich (13,817,934)
- Cologne (11,127,236)
- Düsseldorf (9,799,850)
- Bar, Montenegro (9,526,743)
- Berlin (8,392,974)
Frequently asked questions
How many fans does Hamburg have in Germany?
Hamburg has an estimated audience of 5,022,735 people in Germany, concentrated in Hamburg and Nordrhein-Westfalen.
What is the gender split and age of Hamburg fans?
54.9% of Hamburg fans are female, 45.1% are male, with an average age of 40.8 years.
Which brands do Hamburg fans like most?
Hamburg fans show strongest brand affinity for Gala (2.03×), Tchibo (2.3×), and Kaufland (1.6×) over the country average.
Where do Hamburg fans live in Germany?
Hamburg fans in Germany are most concentrated in Hamburg (reach 651,623), Nordrhein-Westfalen (reach 639,126), and Niedersachsen (reach 509,928). These three regions account for the largest share of the active audience.
What other brands do Hamburg fans also like?
Beyond Hamburg itself, the audience over-indexes on Tchibo (2.3×), Kaufland (1.6×), Rossmann (1.74×), and Deichmann (1.63×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hamburg. 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.