Rascasse Audience Intelligence

HanseMerkur Target Market in Germany

A data profile of the people who buy, follow and care about HanseMerkur in Germany — modelled from more than twelve digital signal sources. HanseMerkur has an estimated audience of 1,264,215 people in Germany.

#11among Insurances in Germany#672among Brand in Germany#483in Business & Career

The average HanseMerkur fan in Germany is 39.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Home insurance, Travel insurance, Property insurance, with strongest over-indexing on Home insurance (111.92× the country average).

Demographically, the HanseMerkur audience skews more male with an average age of 39.6, and over-indexes on personality traits such as Travelling, Risk Appetite.

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

The typical HanseMerkur fan in Germany is more male, around 39.6 years old, with strong Travelling tendencies and a notable affinity for Home insurance.

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

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 HanseMerkur profile in Germany.

Audience size
1.3M
in Germany
Gender
41.7%♀
58.3% male
Age
39.6
average years
Country rank
#5245
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of HanseMerkur

41.7% are female, 58.3% are male, average age 39.6.

Fig. 02

Gender split

41.7%
Female
58.3%
Male
Demographic split for HanseMerkur audience in Germany
MetricValue
Female41.7%
Male58.3%
Average age39.6
Estimated audience size1,264,215
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the HanseMerkur audience in Germany
Age bracketShare%
16-1920%
20-2917%
30-3920%
40-4923%
50+20%
Fig. 04

Worldwide distribution

89.3%

of the worldwide HanseMerkur audience comes from Germany.

Worldwide audience distribution share by country for HanseMerkur
CountryShare
Germany89.3%
Austria2.6%
United States2.0%
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 HanseMerkur audience in Germany is strongest.

Fig. 05

Top regions by affinity

HanseMerkur customers by region in Germany
#RegionReachAffinity×
01Hamburg~70K1.91×
02Schleswig-Holstein~90K1.50×
03Niedersachsen~200K1.14×
04Bremen~20K1.05×
05Nordrhein-Westfalen~400K0.98×
06Rheinland-Pfalz~80K0.96×
07Hessen~100K0.95×
08Berlin~70K0.93×
09Brandenburg~50K0.89×
10Thüringen~40K0.87×
11Saarland~20K0.83×
12Bayern~200K0.82×
13Baden-Württemberg~200K0.82×
14Sachsen~70K0.81×
15Sachsen-Anhalt~40K0.81×
16Mecklenburg-Vorpommern~20K0.76×
Fig. 06

Affinity by region

Affinity by region — HanseMerkur, Germany
0.76×1.00×1.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HanseMerkur audience
#·InterestCategoryAffinity×
01Home insuranceBusiness & Career111.92×
02Property insuranceHome & Garden86.75×
03Travel insuranceTravel & Leisure81.63×
04Liability insuranceBusiness & Career72.29×
05Renters' insuranceBusiness & Career69.10×
06Mobile bankingBusiness & Career29.37×
07National health insuranceBusiness & Career23.94×
08Life insuranceBusiness & Career22.75×
09N26Business & Career11.73×
10ChopardFashion & Accessoires8.97×
11Health insuranceBusiness & Career8.47×
12Vacheron ConstantinFashion & Accessoires7.74×
13Credit (finance)Business & Career5.31×
14Risk managementBusiness & Career5.02×
15Vehicle insuranceCars & Mobility4.80×
16Online bankingBusiness & Career4.69×
17PaybackShopping3.99×
18Efficient energy useTechnology & Electronics2.86×
19CommerzbankBusiness & Career2.55×
20PostbankBusiness & Career2.36×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HanseMerkur 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 HanseMerkur audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL8.61×
Risk AppetiteTHRILL2.28×
Career OrientationPOWER1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HanseMerkur audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.71×
CreativityOPEN0.73×
Pet OwnershipJOY0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HanseMerkur's target market in Germany?

HanseMerkur's target market in Germany covers an estimated 1,264,215 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of HanseMerkur customers?

41.7% of the HanseMerkur audience are female, 58.3% are male, with an average age of 39.6 years.

03

Which brands do HanseMerkur fans like most?

HanseMerkur fans show strongest brand affinity for Home insurance (111.92×), Travel insurance (81.63×), and Property insurance (86.75×) over the country average.

04

Where do HanseMerkur fans live in Germany?

HanseMerkur 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 HanseMerkur fans also like?

Beyond HanseMerkur itself, the audience over-indexes on Travel insurance (81.63×), Property insurance (86.75×), Liability insurance (72.29×), and Life insurance (22.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Insurances audiences in Germany

See HanseMerkur audiences in other countries

How to read this data

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