Rascasse Audience Intelligence

Insurance Audience in Germany

A data profile of the people who buy, follow and care about Insurance in Germany — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 7,971,275 people in Germany.

#316among Topic in Germany#63in Business & Career

The average Insurance fan in Germany is 41.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Tagesschau, Huk24, Techniker Krankenkasse, with strongest over-indexing on Tagesschau (1.73× the country average).

Demographically, the Insurance audience skews more male with an average age of 41.5, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical Insurance fan in Germany is more male, around 41.5 years old, with strong Need for Security tendencies and a notable affinity for Tagesschau.

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 Insurance profile in Germany.

Audience size
8M
in Germany
Gender
44.5%♀
55.5% male
Age
41.5
average years
Country rank
#527
Topic in Germany
Fig. 01

Search interest · 12-month trend

-57%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Insurance fans

44.5% are female, 55.5% are male, average age 41.5.

Fig. 02

Gender split

44.5%
Female
55.5%
Male
Demographic split for Insurance audience in Germany
MetricValue
Female44.5%
Male55.5%
Average age41.5
Estimated audience size7,971,275
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Insurance audience in Germany
Age bracketShare%
16-1912%
20-2918%
30-3922%
40-4926%
50+21%
Fig. 04

Worldwide distribution

2.7%

of the worldwide Insurance audience comes from Germany.

Worldwide audience distribution share by country for Insurance
CountryShare
United States23.0%
Japan4.5%
United Kingdom4.5%
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 Insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~2M1.21×
02Niedersachsen~900K1.18×
03Berlin~400K1.06×
04Hessen~600K1.05×
05Bremen~70K1.04×
06Rheinland-Pfalz~400K1.03×
07Schleswig-Holstein~300K1.03×
08Baden-Württemberg~1M1.00×
09Hamburg~200K0.98×
10Saarland~90K0.97×
11Thüringen~200K0.96×
12Sachsen-Anhalt~200K0.95×
13Bayern~1M0.93×
14Brandenburg~200K0.93×
15Sachsen~400K0.91×
16Mecklenburg-Vorpommern~100K0.89×
Fig. 06

Affinity by region

Affinity by region — Insurance, Germany
0.89×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Insurance audience
#·InterestCategoryAffinity×
01Legal expenses insuranceBusiness & Career4.14×
02Techniker KrankenkasseBusiness & Career3.22×
03BarmerBusiness & Career3.22×
04Huk24Business & Career3.03×
05AOKBusiness & Career2.98×
06Vehicle insuranceCars & Mobility2.98×
07SparkasseBusiness & Career2.23×
08Deutsche BankBusiness & Career2.18×
09Financial servicesBusiness & Career1.94×
10CommerzbankBusiness & Career1.86×
11AutoScout24Cars & Mobility1.81×
12BankingBusiness & Career1.80×
13TagesschauMovies & TV1.73×
14BauhausShopping1.65×
15JobBusiness & Career1.64×
16TransfermarktSports1.62×
17RyanairTravel & Leisure1.61×
18Netto Marken-DiscountShopping1.59×
19Google MapsInternet & Social Media1.53×
20CHECK24Business & Career1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 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 Insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.30×
Family OrientationCONSERVATISM1.25×
DIY MentalityTHRILL1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Insurance audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.58×
Design AffinityPREMIUM0.70×
ExtroversionTHRILL0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Insurance have in Germany?

Insurance has an estimated audience of 7,971,275 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Insurance fans?

44.5% of Insurance fans are female, 55.5% are male, with an average age of 41.5 years.

03

Which brands do Insurance fans like most?

Insurance fans show strongest brand affinity for Tagesschau (1.73×), Huk24 (3.03×), and Techniker Krankenkasse (3.22×) over the country average.

04

Where do Insurance fans live in Germany?

Insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Insurance fans also like?

Beyond Insurance itself, the audience over-indexes on Huk24 (3.03×), Techniker Krankenkasse (3.22×), Sparkasse (2.23×), and Commerzbank (1.86×) 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 Insurance audiences in other countries

How to read this data

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