Know-how Audience in Germany
Know-how has an estimated audience of 5,236,453 people in Germany. 57.5% are female, 42.5% are male, average age 43.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Gudrun Sjödén, Progressive rock, Unique Gifts, KLIX (AM), Christmas Gift.
The average Know-how fan in Germany is 43.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Gudrun Sjödén, Progressive rock, Unique Gifts, with strongest over-indexing on Gudrun Sjödén (10.86× the country average). Demographically, the Know-how audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Sports Activity, Pet Ownership. 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 Know-how fans
| Metric | Value |
|---|---|
| Female | 57.5% |
| Male | 42.5% |
| Average age | 43.7 |
| Estimated audience size | 5,236,453 |
Audience persona
The typical Know-how fan in Germany is more female, around 43.7 years old, with strong Sports Activity tendencies and a notable affinity for Gudrun Sjödén.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,228,546 | 1.07× |
| Bayern | 992,277 | 1.18× |
| Baden-Württemberg | 851,928 | 1.19× |
| Niedersachsen | 468,806 | 0.92× |
| Hessen | 432,289 | 1.08× |
| Sachsen | 299,880 | 1.17× |
| Rheinland-Pfalz | 249,388 | 0.95× |
| Berlin | 234,971 | 1× |
| Schleswig-Holstein | 186,006 | 0.99× |
| Brandenburg | 147,545 | 0.91× |
| Hamburg | 134,068 | 1.13× |
| Thüringen | 123,801 | 0.93× |
| Sachsen-Anhalt | 122,159 | 0.9× |
| Mecklenburg-Vorpommern | 84,598 | 0.85× |
| Saarland | 50,459 | 0.78× |
| Bremen | 42,090 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gudrun Sjödén | 10.86× | Fashion & Accessoires |
| Progressive rock | 2.78× | Music & Radio |
| Unique Gifts | 2.13× | Shopping |
| KLIX (AM) | 3.65× | Music & Radio |
| Christmas Gift | 2.05× | Kids & Family |
| Birthday Gifts | 1.95× | Kids & Family |
| Loincloth | 3.36× | Fashion & Accessoires |
| Esra Erol | 5.88× | Movies & TV |
| Snow White (Fables) | 1.93× | Literature |
| Israel | 1.57× | Travel & Leisure |
| Preacher (comics) | 5.31× | Literature |
| The Journey (1959 film) | 10.86× | Movies & TV |
| Corona (band) | 1.77× | Music & Radio |
| Home Delivery | 1.98× | Food & Beverages |
| Neon Genesis Evangelion (manga) | 4.41× | Literature |
| Harvey Mudd College | 10.86× | Business & Career |
| Google Analytics | 1.55× | Internet & Social Media |
| Nipsey Hussle | 6.79× | Music & Radio |
| Scratching post | 3.2× | Pets & Animals |
| Howth | 4.46× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.41 |
| Pet Ownership | JOY | 1.37 |
| Sustainability | BALANCE | 1.21 |
| Need for Security | CONSERVATISM | 1.18 |
| Indulgence | JOY | 1.13 |
| Community Orientation | OPEN | 1.06 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 22.5% |
| Brazil | 18.6% |
| Germany | 11.9% |
See Know-how 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 Know-how have in Germany?
Know-how has an estimated audience of 5,236,453 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Know-how fans?
57.5% of Know-how fans are female, 42.5% are male, with an average age of 43.7 years.
Which brands do Know-how fans like most?
Know-how fans show strongest brand affinity for Gudrun Sjödén (10.86×), Progressive rock (2.78×), and Unique Gifts (2.13×) over the country average.
Where do Know-how fans live in Germany?
Know-how fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,228,546), Bayern (reach 992,277), and Baden-Württemberg (reach 851,928). These three regions account for the largest share of the active audience.
What other brands do Know-how fans also like?
Beyond Know-how itself, the audience over-indexes on Progressive rock (2.78×), Unique Gifts (2.13×), KLIX (AM) (3.65×), and Christmas Gift (2.05×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Know-how. 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.