Home insurance Audience in Germany
Home insurance has an estimated audience of 1,728,026 people in Germany. 39.6% are female, 60.4% are male, average age 39.1. Top regions: Nordrhein-Westfalen, Bayern, Niedersachsen. Top brand affinities: Techniker Krankenkasse, Barmer, AOK, IKK classic, General insurance.
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 Sustainability, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Home insurance fans
| Metric | Value |
|---|---|
| Female | 39.6% |
| Male | 60.4% |
| Average age | 39.1 |
| Estimated audience size | 1,728,026 |
Audience persona
The typical Home insurance fan in Germany is more male, around 39.1 years old, with strong Sustainability tendencies and a notable affinity for Techniker Krankenkasse.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 410,145 | 1.08× |
| Bayern | 330,215 | 1.19× |
| Niedersachsen | 227,358 | 1.35× |
| Baden-Württemberg | 224,850 | 0.95× |
| Hessen | 142,645 | 1.08× |
| Rheinland-Pfalz | 120,210 | 1.39× |
| Sachsen | 64,679 | 0.76× |
| Schleswig-Holstein | 60,073 | 0.97× |
| Brandenburg | 55,700 | 1.04× |
| Berlin | 43,676 | 0.57× |
| Sachsen-Anhalt | 40,192 | 0.9× |
| Thüringen | 38,140 | 0.87× |
| Saarland | 30,068 | 1.42× |
| Hamburg | 27,908 | 0.71× |
| Mecklenburg-Vorpommern | 25,819 | 0.78× |
| Bremen | 13,781 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Techniker Krankenkasse | 142.12× | Business & Career |
| Barmer | 142.12× | Business & Career |
| AOK | 107.65× | Business & Career |
| IKK classic | 142.12× | Business & Career |
| General insurance | 356.6× | Business & Career |
| Payment system | 112.85× | Shopping |
| Whole life insurance | 255.71× | Business & Career |
| HUK-Coburg | 107.98× | Business & Career |
| HanseMerkur | 111.92× | Business & Career |
| Cosmosdirekt | 107.99× | Business & Career |
| Generali | 150.78× | Business & Career |
| Digital currency | 90.24× | Business & Career |
| Peer-to-peer lending | 342.13× | Business & Career |
| Tax exemption | 360.39× | Business & Career |
| KKH | 101.27× | Business & Career |
| VHV Versicherungen | 108.4× | Business & Career |
| Mobile banking | 98.21× | Business & Career |
| HDI Versicherung | 142.12× | Business & Career |
| Insurance law | 143.02× | Business & Career |
| Comdirect | 41.52× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.37 |
| Career Orientation | POWER | 2.08 |
| Risk Appetite | THRILL | 2.03 |
| DIY Mentality | THRILL | 1.79 |
| Individualism | JOY | 1.78 |
| Quality Awareness | PREMIUM | 1.77 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 42.3% |
| Japan | 4.9% |
| United Kingdom | 4.9% |
See Home insurance audiences in other countries
More Business & Career audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
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.
Where do Home insurance fans live in Germany?
Home insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach 410,145), Bayern (reach 330,215), and Niedersachsen (reach 227,358). These three regions account for the largest share of the active audience.
What other brands do Home insurance fans also like?
Beyond Home insurance itself, the audience over-indexes on Barmer (142.12×), AOK (107.65×), IKK classic (142.12×), and General insurance (356.6×) compared to the Germany average.
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.