Rascasse Audience Intelligence

Home insurance Audience in Germany

A data profile of the people who buy, follow and care about Home insurance in Germany — modelled from more than twelve digital signal sources. Home insurance has an estimated audience of 1,728,026 people in Germany.

#2174among Topic in Germany#366in Business & Career

The average Home insurance fan in Germany is 39.1 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen.

Top brand affinities include Techniker Krankenkasse, Barmer, AOK, with strongest over-indexing on Techniker Krankenkasse (142.12× the country average).

Demographically, the Home insurance audience skews more male with an average age of 39.1, and over-indexes on personality traits such as Risk Appetite, Travelling.

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

The typical Home insurance fan in Germany is more male, around 39.1 years old, with strong Risk Appetite tendencies and a notable affinity for Techniker Krankenkasse.

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 Home insurance profile in Germany.

Audience size
1.7M
in Germany
Gender
39.6%♀
60.4% male
Age
39.1
average years
Country rank
#3892
Topic in Germany
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home insurance fans

39.6% are female, 60.4% are male, average age 39.1.

Fig. 02

Gender split

39.6%
Female
60.4%
Male
Demographic split for Home insurance audience in Germany
MetricValue
Female39.6%
Male60.4%
Average age39.1
Estimated audience size1,728,026
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Home insurance audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3923%
40-4922%
50+17%
Fig. 04

Worldwide distribution

3.4%

of the worldwide Home insurance audience comes from Germany.

Worldwide audience distribution share by country for Home insurance
CountryShare
United States42.3%
Japan4.9%
United Kingdom4.9%
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 Home insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Saarland~30K1.43×
02Rheinland-Pfalz~100K1.37×
03Niedersachsen~200K1.31×
04Bayern~300K1.13×
05Brandenburg~60K1.06×
06Nordrhein-Westfalen~400K1.05×
07Hessen~100K1.05×
08Schleswig-Holstein~60K0.97×
09Sachsen-Anhalt~40K0.96×
10Thüringen~40K0.96×
11Bremen~10K0.96×
12Baden-Württemberg~200K0.92×
13Mecklenburg-Vorpommern~30K0.83×
14Sachsen~70K0.78×
15Hamburg~30K0.72×
16Berlin~40K0.58×
Fig. 06

Affinity by region

Affinity by region — Home insurance, Germany
0.58×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home insurance audience
#·InterestCategoryAffinity×
01Tax exemptionBusiness & Career360.39×
02General insuranceBusiness & Career356.60×
03Peer-to-peer lendingBusiness & Career342.13×
04Whole life insuranceBusiness & Career255.71×
05GeneraliBusiness & Career150.78×
06Techniker KrankenkasseBusiness & Career142.12×
07BarmerBusiness & Career142.12×
08IKK classicBusiness & Career142.12×
09HDI VersicherungBusiness & Career142.12×
10Payment systemShopping112.85×
11HanseMerkurBusiness & Career111.92×
12VHV VersicherungenBusiness & Career108.40×
13CosmosdirektBusiness & Career107.99×
14HUK-CoburgBusiness & Career107.98×
15AOKBusiness & Career107.65×
16KKHBusiness & Career101.27×
17Mobile bankingBusiness & Career98.21×
18Digital currencyBusiness & Career90.24×
19ComdirectBusiness & Career41.52×
20PolymarketBusiness & Career32.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home insurance 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 Home insurance audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL11.25×
TravellingTHRILL3.79×
Career OrientationPOWER2.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home insurance audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.91×
TraditionCONSERVATISM0.91×
ExtroversionTHRILL0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home insurance have in Germany?

Home insurance has an estimated audience of 1,728,026 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Home insurance fans?

39.6% of Home insurance fans are female, 60.4% are male, with an average age of 39.1 years.

03

Which brands do Home insurance fans like most?

Home insurance fans show strongest brand affinity for Techniker Krankenkasse (142.12×), Barmer (142.12×), and AOK (107.65×) over the country average.

04

Where do Home insurance fans live in Germany?

Home insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Niedersachsen (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Home insurance fans also like?

Beyond Home insurance itself, the audience over-indexes on Barmer (142.12×), AOK (107.65×), General insurance (356.6×), and IKK classic (142.12×) 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 Home insurance audiences in other countries

How to read this data

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