Rascasse Audience Intelligence

Handelsblatt Target Market in Germany

A data profile of the people who buy, follow and care about Handelsblatt in Germany — modelled from more than twelve digital signal sources. Handelsblatt has an estimated audience of 2,971,715 people in Germany.

#3among Career website in Germany#261among Brand in Germany#220in Business & Career

The average Handelsblatt fan in Germany is 38.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include finanzen.net, Polo shirt, Wirtschaftswoche, with strongest over-indexing on finanzen.net (11.24× the country average).

Demographically, the Handelsblatt audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Handelsblatt fan in Germany is more male, around 38.6 years old, with strong Career Orientation tendencies and a notable affinity for finanzen.net.

Category: Business & Career · Type: Brand · Subtype: Career website

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 Handelsblatt profile in Germany.

Audience size
3M
in Germany
Gender
39.5%♀
60.5% male
Age
38.6
average years
Country rank
#2137
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Handelsblatt

39.5% are female, 60.5% are male, average age 38.6.

Fig. 02

Gender split

39.5%
Female
60.5%
Male
Demographic split for Handelsblatt audience in Germany
MetricValue
Female39.5%
Male60.5%
Average age38.6
Estimated audience size2,971,715
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Handelsblatt audience in Germany
Age bracketShare%
16-1919%
20-2922%
30-3921%
40-4921%
50+17%
Fig. 04

Worldwide distribution

83.0%

of the worldwide Handelsblatt audience comes from Germany.

Worldwide audience distribution share by country for Handelsblatt
CountryShare
Germany83.0%
Austria3.6%
China2.2%
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 Handelsblatt audience in Germany is strongest.

Fig. 05

Top regions by affinity

Handelsblatt customers by region in Germany
#RegionReachAffinity×
01Hessen~300K1.50×
02Baden-Württemberg~600K1.49×
03Bayern~700K1.45×
04Hamburg~90K1.29×
05Nordrhein-Westfalen~800K1.24×
06Berlin~100K1.09×
07Rheinland-Pfalz~200K1.03×
08Niedersachsen~300K0.99×
09Saarland~40K0.99×
10Schleswig-Holstein~90K0.87×
11Bremen~20K0.85×
12Sachsen~100K0.76×
13Brandenburg~70K0.72×
14Thüringen~50K0.66×
15Mecklenburg-Vorpommern~30K0.58×
16Sachsen-Anhalt~40K0.50×
Fig. 06

Affinity by region

Affinity by region — Handelsblatt, Germany
0.50×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Handelsblatt audience
#·InterestCategoryAffinity×
01finanzen.netBusiness & Career11.24×
02Polo shirtFashion & Accessoires11.17×
03JOOP!Fashion & Accessoires10.60×
04manager magazinBusiness & Career9.93×
05WirtschaftswocheBusiness & Career9.12×
06Mytheresa.comShopping8.21×
07DER AKTIONÄRBusiness & Career8.01×
08Cicero (magazine)News7.41×
09Friedrich MerzPolitics & Society4.92×
10Google DocsInternet & Social Media4.63×
11Junge FreiheitNews4.24×
12Der TagesspiegelNews3.81×
13Julia KlöcknerPolitics & Society3.26×
14Markus LanzMovies & TV3.23×
15InvestorBusiness & Career3.01×
16Deutsche BankBusiness & Career2.76×
17CommerzbankBusiness & Career2.36×
18BreuningerFashion & Accessoires2.32×
19GmailInternet & Social Media2.10×
20TagesschauMovies & TV1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Handelsblatt 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 Handelsblatt audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.89×
Need for SecurityCONSERVATISM1.63×
Risk AppetiteTHRILL1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Handelsblatt audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.62×
Price SensitivityPREMIUM0.80×
Pet OwnershipJOY0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Handelsblatt's target market in Germany?

Handelsblatt's target market in Germany covers an estimated 2,971,715 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Handelsblatt customers?

39.5% of the Handelsblatt audience are female, 60.5% are male, with an average age of 38.6 years.

03

Which brands do Handelsblatt fans like most?

Handelsblatt fans show strongest brand affinity for finanzen.net (11.24×), Polo shirt (11.17×), and Wirtschaftswoche (9.12×) over the country average.

04

Where do Handelsblatt fans live in Germany?

Handelsblatt fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Handelsblatt fans also like?

Beyond Handelsblatt itself, the audience over-indexes on Polo shirt (11.17×), Wirtschaftswoche (9.12×), Friedrich Merz (4.92×), and Der Tagesspiegel (3.81×) compared to the Germany average.

Appendix

Explore more audiences

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

More Career website audiences in Germany

See Handelsblatt audiences in other countries

How to read this data

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