Rascasse Audience Intelligence

Klarna Target Market in Germany

A data profile of the people who buy, follow and care about Klarna in Germany — modelled from more than twelve digital signal sources. Klarna has an estimated audience of 2,859,805 people in Germany.

#277among Brand in Germany#230in Business & Career

The average Klarna fan in Germany is 40.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Schufa, Credit (finance), Florian Silbereisen, with strongest over-indexing on Schufa (13.95× the country average).

Demographically, the Klarna audience skews more male with an average age of 40.6, 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 Klarna fan in Germany is more male, around 40.6 years old, with strong Need for Security tendencies and a notable affinity for Schufa.

Category: Business & Career · Type: Brand

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 Klarna profile in Germany.

Audience size
2.9M
in Germany
Gender
44.9%♀
55.1% male
Age
40.6
average years
Country rank
#2254
Brand in Germany
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Klarna

44.9% are female, 55.1% are male, average age 40.6.

Fig. 02

Gender split

44.9%
Female
55.1%
Male
Demographic split for Klarna audience in Germany
MetricValue
Female44.9%
Male55.1%
Average age40.6
Estimated audience size2,859,805
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Klarna audience in Germany
Age bracketShare%
16-1916%
20-2918%
30-3922%
40-4924%
50+20%
Fig. 04

Worldwide distribution

24.5%

of the worldwide Klarna audience comes from Germany.

Worldwide audience distribution share by country for Klarna
CountryShare
Germany24.5%
United States18.4%
United Kingdom10.2%
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 Klarna audience in Germany is strongest.

Fig. 05

Top regions by affinity

Klarna customers by region in Germany
#RegionReachAffinity×
01Thüringen~90K1.17×
02Sachsen-Anhalt~90K1.13×
03Sachsen~200K1.08×
04Brandenburg~100K1.07×
05Mecklenburg-Vorpommern~60K1.05×
06Rheinland-Pfalz~200K1.04×
07Niedersachsen~300K1.03×
08Nordrhein-Westfalen~600K1.00×
09Bayern~500K1.00×
10Baden-Württemberg~400K0.99×
11Saarland~40K0.97×
12Schleswig-Holstein~100K0.96×
13Hessen~200K0.93×
14Bremen~20K0.88×
15Berlin~100K0.87×
16Hamburg~60K0.83×
Fig. 06

Affinity by region

Affinity by region — Klarna, Germany
0.83×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Klarna audience
#·InterestCategoryAffinity×
01SchufaBusiness & Career13.95×
02Credit (finance)Business & Career10.63×
03Home insuranceBusiness & Career7.95×
04Florian SilbereisenMusic & Radio5.73×
05TipicoGames3.12×
06Helene FischerMusic & Radio2.67×
07VacationsTravel & Leisure2.59×
08NatureHome & Garden2.51×
09CHECK24Business & Career2.48×
10EssoCars & Mobility2.44×
11FamilyKids & Family2.07×
12EmailTechnology & Electronics2.07×
13Schlager musicMusic & Radio2.07×
14CommerzbankBusiness & Career2.04×
15PostbankBusiness & Career1.93×
16EurojackpotGames1.91×
17BankingBusiness & Career1.81×
18AutoScout24Cars & Mobility1.70×
19German languagePolitics & Society1.67×
20GermanyTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Klarna 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 Klarna audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.90×
Family OrientationCONSERVATISM1.46×
PatriotismCONSERVATISM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Klarna audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.80×
Design AffinityPREMIUM0.82×
Sports ActivityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Klarna's target market in Germany?

Klarna's target market in Germany covers an estimated 2,859,805 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Klarna customers?

44.9% of the Klarna audience are female, 55.1% are male, with an average age of 40.6 years.

03

Which brands do Klarna fans like most?

Klarna fans show strongest brand affinity for Schufa (13.95×), Credit (finance) (10.63×), and Florian Silbereisen (5.73×) over the country average.

04

Where do Klarna fans live in Germany?

Klarna fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Klarna fans also like?

Beyond Klarna itself, the audience over-indexes on Credit (finance) (10.63×), Florian Silbereisen (5.73×), Nature (2.51×), and Home insurance (7.95×) 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 Klarna audiences in other countries

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.

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