Klarna Audience in Germany
Klarna has an estimated audience of 2,826,791 people in Germany. 53.6% are female, 46.4% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Nathan Fillion, Adriana Lima, Credit (finance), Courteney Cox, Florian Silbereisen.
The average Klarna fan in Germany is 39.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Nathan Fillion, Adriana Lima, Credit (finance), with strongest over-indexing on Nathan Fillion (19.19× the country average). Demographically, the Klarna audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Need for Security, 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: Brand
Demographics of Klarna fans
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 39.6 |
| Estimated audience size | 2,826,791 |
Audience persona
The typical Klarna fan in Germany is balanced, around 39.6 years old, with strong Need for Security tendencies and a notable affinity for Nathan Fillion.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 639,451 | 1.03× |
| Bayern | 470,301 | 1.04× |
| Baden-Württemberg | 394,030 | 1.02× |
| Niedersachsen | 288,452 | 1.05× |
| Hessen | 206,109 | 0.96× |
| Sachsen | 149,887 | 1.08× |
| Rheinland-Pfalz | 148,021 | 1.05× |
| Berlin | 114,140 | 0.9× |
| Schleswig-Holstein | 95,922 | 0.95× |
| Brandenburg | 92,249 | 1.05× |
| Thüringen | 82,350 | 1.14× |
| Sachsen-Anhalt | 81,306 | 1.11× |
| Hamburg | 54,753 | 0.86× |
| Mecklenburg-Vorpommern | 53,535 | 0.99× |
| Saarland | 31,738 | 0.91× |
| Bremen | 20,764 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Nathan Fillion | 19.19× | Movies & TV |
| Adriana Lima | 18.09× | Fashion & Accessoires |
| Credit (finance) | 8.51× | Business & Career |
| Courteney Cox | 18.48× | Movies & TV |
| Florian Silbereisen | 5.51× | Music & Radio |
| Hapag-Lloyd | 17.58× | Travel & Leisure |
| Dirk Nowitzki | 17.76× | Sports |
| Yann Sommer | 17.66× | Sports |
| Joel Kinnaman | 19.27× | Movies & TV |
| tom waits | 20.93× | Movies & TV |
| Schufa | 5.97× | Business & Career |
| Lycamobile | 8.56× | Technology & Electronics |
| Kate McKinnon | 22.02× | Movies & TV |
| Helene Fischer | 2.5× | Music & Radio |
| Thomas Gottschalk | 2.99× | Movies & TV |
| Within Temptation | 17.05× | Music & Radio |
| Hygiene | 2.8× | Beauty & Wellness |
| Schandmaul | 17.08× | Music & Radio |
| Tagesschau | 1.63× | Movies & TV |
| Vacations | 2.31× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.41 |
| Career Orientation | POWER | 1.39 |
| Indulgence | JOY | 1.3 |
| Family Orientation | CONSERVATISM | 1.28 |
| Patriotism | CONSERVATISM | 1.23 |
| Sports Activity | POWER | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 25.0% |
| United States | 19.6% |
| United Kingdom | 11.8% |
See Klarna audiences in other countries
More Business & Career audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Klarna have in Germany?
Klarna has an estimated audience of 2,826,791 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Klarna fans?
53.6% of Klarna fans are female, 46.4% are male, with an average age of 39.6 years.
Which brands do Klarna fans like most?
Klarna fans show strongest brand affinity for Nathan Fillion (19.19×), Adriana Lima (18.09×), and Credit (finance) (8.51×) over the country average.
Where do Klarna fans live in Germany?
Klarna fans in Germany are most concentrated in Nordrhein-Westfalen (reach 639,451), Bayern (reach 470,301), and Baden-Württemberg (reach 394,030). These three regions account for the largest share of the active audience.
What other brands do Klarna fans also like?
Beyond Klarna itself, the audience over-indexes on Adriana Lima (18.09×), Credit (finance) (8.51×), Courteney Cox (18.48×), and Florian Silbereisen (5.51×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Klarna. 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.