Rascasse Audience Intelligence

Insurance policy Audience in Germany

A data profile of the people who buy, follow and care about Insurance policy in Germany — modelled from more than twelve digital signal sources. Insurance policy has an estimated audience of 922,024 people in Germany.

#3321among Topic in Germany#608in Business & Career

The average Insurance policy fan in Germany is 42.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Property insurance, Liability insurance, Home insurance, with strongest over-indexing on Property insurance (147.4× the country average).

Demographically, the Insurance policy audience skews more male with an average age of 42.5, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical Insurance policy fan in Germany is more male, around 42.5 years old, with strong Risk Appetite tendencies and a notable affinity for Property insurance.

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 policy profile in Germany.

Audience size
922K
in Germany
Gender
41.5%♀
58.5% male
Age
42.5
average years
Country rank
#7006
Topic in Germany
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Insurance policy fans

41.5% are female, 58.5% are male, average age 42.5.

Fig. 02

Gender split

41.5%
Female
58.5%
Male
Demographic split for Insurance policy audience in Germany
MetricValue
Female41.5%
Male58.5%
Average age42.5
Estimated audience size922,024
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Insurance policy audience in Germany
Age bracketShare%
16-1912%
20-2916%
30-3920%
40-4925%
50+26%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Insurance policy audience comes from Germany.

Worldwide audience distribution share by country for Insurance policy
CountryShare
United States25.3%
Japan8.7%
United Kingdom8.0%
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 Insurance policy audience in Germany is strongest.

Fig. 05

Top regions by affinity

Insurance policy fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~200K1.26×
02Bayern~200K1.19×
03Nordrhein-Westfalen~200K1.13×
04Niedersachsen~100K1.13×
05Hessen~80K1.10×
06Bremen~9K1.10×
07Rheinland-Pfalz~50K1.05×
08Saarland~10K1.05×
09Sachsen~40K0.98×
10Hamburg~20K0.96×
11Schleswig-Holstein~30K0.95×
12Sachsen-Anhalt~20K0.92×
13Thüringen~20K0.92×
14Berlin~40K0.90×
15Mecklenburg-Vorpommern~20K0.90×
16Brandenburg~20K0.81×
Fig. 06

Affinity by region

Affinity by region — Insurance policy, Germany
0.81×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Insurance policy audience
#·InterestCategoryAffinity×
01Property insuranceHome & Garden147.40×
02Liability insuranceBusiness & Career77.95×
03Payment protection insuranceShopping73.85×
04Renters' insuranceBusiness & Career69.10×
05National health insuranceBusiness & Career43.50×
06Home insuranceBusiness & Career41.50×
07HDFC BankBusiness & Career26.32×
08Generali DeutschlandBusiness & Career20.54×
09Health insuranceBusiness & Career16.63×
10Life insuranceBusiness & Career12.15×
11Mobile bankingBusiness & Career9.80×
12Forex Online TradingBusiness & Career9.75×
13Day tradingBusiness & Career7.74×
14Risk managementBusiness & Career5.73×
15Vehicle insuranceCars & Mobility5.60×
16Child careKids & Family5.24×
17City carCars & Mobility3.90×
18RyanairTravel & Leisure2.16×
19Do it yourself (DIY)Home & Garden1.92×
20Personal financeBusiness & Career1.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Insurance policy 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 policy audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.71×
Career OrientationPOWER2.56×
Family OrientationCONSERVATISM2.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Insurance policy audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.74×
Pet OwnershipJOY0.74×
Design AffinityPREMIUM0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Insurance policy have in Germany?

Insurance policy has an estimated audience of 922,024 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Insurance policy fans?

41.5% of Insurance policy fans are female, 58.5% are male, with an average age of 42.5 years.

03

Which brands do Insurance policy fans like most?

Insurance policy fans show strongest brand affinity for Property insurance (147.4×), Liability insurance (77.95×), and Home insurance (41.5×) over the country average.

04

Where do Insurance policy fans live in Germany?

Insurance policy fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), 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 Insurance policy fans also like?

Beyond Insurance policy itself, the audience over-indexes on Liability insurance (77.95×), Home insurance (41.5×), National health insurance (43.5×), and Health insurance (16.63×) 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 policy audiences in other countries

How to read this data

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