Rascasse Audience Intelligence

Higher education Audience in Germany

A data profile of the people who buy, follow and care about Higher education in Germany — modelled from more than twelve digital signal sources. Higher education has an estimated audience of 11,432,551 people in Germany.

#144among Topic in Germany#24in Business & Career

The average Higher education fan in Germany is 35.5 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Unique Gifts, Gina Tricot, Handmade Crafts, with strongest over-indexing on Unique Gifts (1.61× the country average).

Demographically, the Higher education audience skews balanced with an average age of 35.5, and over-indexes on personality traits such as Individualism, DIY Mentality.

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

The typical Higher education fan in Germany is balanced, around 35.5 years old, with strong Individualism tendencies and a notable affinity for Unique Gifts.

Category: Business & Career · 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 Higher education profile in Germany.

Audience size
11.4M
in Germany
Gender
54.1%♀
45.9% male
Age
35.5
average years
Country rank
#247
Topic in Germany
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Higher education fans

54.1% are female, 45.9% are male, average age 35.5.

Fig. 02

Gender split

54.1%
Female
45.9%
Male
Demographic split for Higher education audience in Germany
MetricValue
Female54.1%
Male45.9%
Average age35.5
Estimated audience size11,432,551
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the Higher education audience in Germany
Age bracketShare%
16-1929%
20-2921%
30-3919%
40-4918%
50+13%
Fig. 04

Worldwide distribution

2.7%

of the worldwide Higher education audience comes from Germany.

Worldwide audience distribution share by country for Higher education
CountryShare
United States19.1%
Brazil5.3%
India4.3%
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 Higher education audience in Germany is strongest.

Fig. 05

Top regions by affinity

Higher education fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~1.5M1.46×
02Bremen~100K1.38×
03Berlin~600K1.27×
04Saarland~200K1.15×
05Mecklenburg-Vorpommern~200K0.99×
06Hamburg~300K0.97×
07Sachsen-Anhalt~300K0.96×
08Thüringen~300K0.96×
09Brandenburg~300K0.91×
10Baden-Württemberg~1.5M0.90×
11Schleswig-Holstein~400K0.88×
12Niedersachsen~1M0.87×
13Bayern~1.5M0.86×
14Rheinland-Pfalz~500K0.86×
15Sachsen~500K0.86×
16Nordrhein-Westfalen~2M0.79×
Fig. 06

Affinity by region

Affinity by region — Higher education, Germany
0.79×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Higher education audience
#·InterestCategoryAffinity×
01Gina TricotFashion & Accessoires1.95×
02Krämer PferdesportSports1.79×
03PferdPets & Animals1.73×
04TrendsettersPolitics & Society1.67×
05Personalised GiftsHome & Garden1.62×
06Unique GiftsShopping1.61×
07SSIOMusic & Radio1.59×
08Cyndi LauperMusic & Radio1.59×
09BillabongFashion & Accessoires1.57×
10Birthday GiftsKids & Family1.56×
11Horse groomingPets & Animals1.56×
12MARC CAINFashion & Accessoires1.54×
13LindexFashion & Accessoires1.54×
14OK! MagazinNews1.52×
15Gift wrappingHome & Garden1.51×
16FlickrInternet & Social Media1.51×
17Paul McCartneyMusic & Radio1.51×
18American VintageFashion & Accessoires1.51×
19Handmade CraftsKids & Family1.50×
20hessnaturShopping1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Higher education 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 Higher education audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.04×
DIY MentalityTHRILL0.94×
Early Adopter MentalityPOWER0.92×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Higher education audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.65×
IndulgenceJOY0.67×
PatriotismCONSERVATISM0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Higher education have in Germany?

Higher education has an estimated audience of 11,432,551 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Higher education fans?

54.1% of Higher education fans are female, 45.9% are male, with an average age of 35.5 years.

03

Which brands do Higher education fans like most?

Higher education fans show strongest brand affinity for Unique Gifts (1.61×), Gina Tricot (1.95×), and Handmade Crafts (1.5×) over the country average.

04

Where do Higher education fans live in Germany?

Higher education fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Higher education fans also like?

Beyond Higher education itself, the audience over-indexes on Gina Tricot (1.95×), Handmade Crafts (1.5×), Birthday Gifts (1.56×), and Personalised Gifts (1.62×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Higher education audiences in other countries

How to read this data

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