Rascasse Audience Intelligence

Hamburg Audience in Germany

A data profile of the people who buy, follow and care about Hamburg in Germany — modelled from more than twelve digital signal sources. Hamburg has an estimated audience of 5,022,735 people in Germany.

#12among City in Germany#45among POI in Germany#78in Travel & Leisure

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 Tchibo, Kaufland, Rossmann, with strongest over-indexing on Tchibo (2.3× the country average).

Demographically, the Hamburg audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Creativity, Community Orientation.

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

The typical Hamburg fan in Germany is balanced, around 40.8 years old, with strong Creativity tendencies and a notable affinity for Tchibo.

Category: Travel & Leisure · Type: POI · Subtype: City

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 Hamburg profile in Germany.

Audience size
5M
in Germany
Gender
54.9%♀
45.1% male
Age
40.8
average years
Country rank
#1055
POI in Germany
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hamburg fans

54.9% are female, 45.1% are male, average age 40.8.

Fig. 02

Gender split

54.9%
Female
45.1%
Male
Demographic split for Hamburg audience in Germany
MetricValue
Female54.9%
Male45.1%
Average age40.8
Estimated audience size5,022,735
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the Hamburg audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

54.9%

of the worldwide Hamburg audience comes from Germany.

Worldwide audience distribution share by country for Hamburg
CountryShare
Germany54.9%
United States4.5%
Austria3.7%
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 Hamburg audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hamburg fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~700K5.97×
02Schleswig-Holstein~400K2.48×
03Niedersachsen~500K1.09×
04Bremen~40K0.96×
05Mecklenburg-Vorpommern~70K0.69×
06Hessen~200K0.56×
07Nordrhein-Westfalen~600K0.53×
08Berlin~100K0.53×
09Baden-Württemberg~300K0.43×
10Brandenburg~70K0.43×
11Sachsen-Anhalt~60K0.43×
12Bayern~300K0.42×
13Rheinland-Pfalz~100K0.42×
14Sachsen~100K0.41×
15Thüringen~50K0.41×
16Saarland~20K0.34×
Fig. 06

Affinity by region

Affinity by region — Hamburg, Germany
0.34×1.00×5.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hamburg audience
#·InterestCategoryAffinity×
01TchiboShopping2.30×
02Ernsting's familyShopping2.04×
03Roland KaiserMusic & Radio2.02×
04BremenTravel & Leisure1.98×
05Gute Zeiten, schlechte ZeitenMovies & TV1.92×
06QVCMovies & TV1.89×
07RossmannShopping1.74×
08C&AShopping1.73×
09DressesFashion & Accessoires1.67×
10Helene FischerMusic & Radio1.64×
11DeichmannShopping1.63×
12KauflandShopping1.60×
13ZDFMovies & TV1.59×
14North Rhine-WestphaliaTravel & Leisure1.59×
15MunichTravel & Leisure1.55×
16MammalPets & Animals1.55×
17Shopping mallsShopping1.52×
18Beauty salonsBeauty & Wellness1.52×
19BoutiquesFashion & Accessoires1.51×
20Electronic funds transferBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hamburg 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 Hamburg audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.28×
Community OrientationOPEN1.27×
Family OrientationCONSERVATISM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hamburg audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.87×
SustainabilityBALANCE0.90×
Luxury OrientationPREMIUM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Hamburg fans like most?

Hamburg fans show strongest brand affinity for Tchibo (2.3×), Kaufland (1.6×), and Rossmann (1.74×) over the country average.

04

Where do Hamburg fans live in Germany?

Hamburg fans in Germany are most concentrated in Hamburg (reach ~700K), Nordrhein-Westfalen (reach ~600K), and Niedersachsen (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Hamburg fans also like?

Beyond Hamburg itself, the audience over-indexes on Kaufland (1.6×), Rossmann (1.74×), Deichmann (1.63×), and Munich (1.55×) compared to the Germany average.

Appendix

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

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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.

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