Rascasse Audience Intelligence

Hamster Audience in Germany

A data profile of the people who buy, follow and care about Hamster in Germany — modelled from more than twelve digital signal sources. Hamster has an estimated audience of 1,559,586 people in Germany.

#2344among Topic in Germany#112in Pets & Animals

The average Hamster fan in Germany is 43.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Alaskan Malamute, Rodent, Obi (store), with strongest over-indexing on Alaskan Malamute (5.51× the country average).

Demographically, the Hamster audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Pet Ownership, Spirituality.

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

The typical Hamster fan in Germany is more female, around 43.1 years old, with strong Pet Ownership tendencies and a notable affinity for Alaskan Malamute.

Category: Pets & Animals · Type: Topic

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 Hamster profile in Germany.

Audience size
1.6M
in Germany
Gender
66.6%♀
33.4% male
Age
43.1
average years
Country rank
#4293
Topic in Germany
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hamster fans

66.6% are female, 33.4% are male, average age 43.1.

Fig. 02

Gender split

66.6%
Female
33.4%
Male
Demographic split for Hamster audience in Germany
MetricValue
Female66.6%
Male33.4%
Average age43.1
Estimated audience size1,559,586
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the Hamster audience in Germany
Age bracketShare%
16-1911%
20-2915%
30-3920%
40-4928%
50+26%
Fig. 04

Worldwide distribution

9.2%

of the worldwide Hamster audience comes from Germany.

Worldwide audience distribution share by country for Hamster
CountryShare
Japan14.9%
United States12.3%
Germany9.2%
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 Hamster audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hamster fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~200K1.72×
02Nordrhein-Westfalen~400K1.09×
03Niedersachsen~200K1.05×
04Baden-Württemberg~200K1.01×
05Rheinland-Pfalz~80K0.99×
06Sachsen-Anhalt~40K0.98×
07Schleswig-Holstein~50K0.97×
08Mecklenburg-Vorpommern~30K0.97×
09Bayern~200K0.96×
10Thüringen~40K0.96×
11Brandenburg~50K0.95×
12Sachsen~70K0.94×
13Saarland~20K0.93×
14Hamburg~30K0.88×
15Berlin~60K0.82×
16Bremen~10K0.82×
Fig. 06

Affinity by region

Affinity by region — Hamster, Germany
0.82×1.00×1.72×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hamster audience
#·InterestCategoryAffinity×
01RodentPets & Animals10.67×
02Norwegian Forest catPets & Animals7.14×
03Alaskan MalamutePets & Animals5.51×
04Samoyed (dog)Pets & Animals4.65×
05Great DanePets & Animals4.31×
06Border ColliePets & Animals3.61×
07Dog breedingPets & Animals3.09×
08Litter boxPets & Animals2.93×
09Obedience schoolPets & Animals2.92×
10Siberian HuskyPets & Animals2.84×
11FressnapfShopping2.82×
12DachshundPets & Animals2.73×
13Let's Dance (German TV series)Movies & TV2.71×
14FOCUS OnlineNews2.33×
15TherapyHealth2.14×
16HornbachShopping1.99×
17ZDFMovies & TV1.94×
18Obi (store)Shopping1.87×
19AnimalPets & Animals1.73×
20BildNews1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hamster 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 Hamster audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.43×
SpiritualityBALANCE1.32×
Healthy LifestyleBALANCE1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hamster audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.78×
Luxury OrientationPREMIUM0.80×
Design AffinityPREMIUM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hamster have in Germany?

Hamster has an estimated audience of 1,559,586 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hamster fans?

66.6% of Hamster fans are female, 33.4% are male, with an average age of 43.1 years.

03

Which brands do Hamster fans like most?

Hamster fans show strongest brand affinity for Alaskan Malamute (5.51×), Rodent (10.67×), and Obi (store) (1.87×) over the country average.

04

Where do Hamster fans live in Germany?

Hamster fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Hamster fans also like?

Beyond Hamster itself, the audience over-indexes on Rodent (10.67×), Obi (store) (1.87×), Bild (1.7×), and Border Collie (3.61×) compared to the Germany average.

Appendix

Explore more audiences

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

More Pets & Animals audiences in Germany

See Hamster audiences in other countries

How to read this data

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