Rascasse Audience Intelligence

KPMG Target Market in Germany

A data profile of the people who buy, follow and care about KPMG in Germany — modelled from more than twelve digital signal sources. KPMG has an estimated audience of 422,452 people in Germany.

#13among Consulting in Germany#1737among Brand in Germany#956in Business & Career

The average KPMG fan in Germany is 38.1 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Deloitte, Accenture, McKinsey & Company, with strongest over-indexing on Deloitte (47.51× the country average).

Demographically, the KPMG audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical KPMG fan in Germany is more male, around 38.1 years old, with strong Career Orientation tendencies and a notable affinity for Deloitte.

Category: Business & Career · Type: Brand · Subtype: Consulting

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 KPMG profile in Germany.

Audience size
422K
in Germany
Gender
40.3%♀
59.7% male
Age
38.1
average years
Country rank
#13403
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of KPMG

40.3% are female, 59.7% are male, average age 38.1.

Fig. 02

Gender split

40.3%
Female
59.7%
Male
Demographic split for KPMG audience in Germany
MetricValue
Female40.3%
Male59.7%
Average age38.1
Estimated audience size422,452
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the KPMG audience in Germany
Age bracketShare%
16-1918%
20-2929%
30-3917%
40-4918%
50+19%
Fig. 04

Worldwide distribution

4.3%

of the worldwide KPMG audience comes from Germany.

Worldwide audience distribution share by country for KPMG
CountryShare
India14.9%
United States11.4%
United Kingdom6.0%
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 KPMG audience in Germany is strongest.

Fig. 05

Top regions by affinity

KPMG customers by region in Germany
#RegionReachAffinity×
01Berlin~40K1.96×
02Hessen~50K1.55×
03Hamburg~10K1.47×
04Bayern~90K1.26×
05Nordrhein-Westfalen~100K1.22×
06Baden-Württemberg~70K1.14×
07Bremen~4K1.02×
08Sachsen~20K0.96×
09Rheinland-Pfalz~20K0.82×
10Niedersachsen~30K0.79×
11Brandenburg~10K0.77×
12Schleswig-Holstein~10K0.74×
13Saarland~4K0.74×
14Sachsen-Anhalt~8K0.70×
15Thüringen~6K0.55×
16Mecklenburg-Vorpommern~4K0.47×
Fig. 06

Affinity by region

Affinity by region — KPMG, Germany
0.47×1.00×1.96×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for KPMG audience
#·InterestCategoryAffinity×
01Ernst & YoungBusiness & Career53.77×
02DeloitteBusiness & Career47.51×
03PricewaterhouseCoopersBusiness & Career40.67×
04AccentureBusiness & Career39.07×
05Boston Consulting GroupBusiness & Career38.94×
06McKinsey & CompanyBusiness & Career33.22×
07Morgan StanleyBusiness & Career21.57×
08Master of LawsBusiness & Career14.78×
09BechtleTechnology & Electronics13.15×
10Management consultingBusiness & Career7.78×
11Michael Bully HerbigMovies & TV7.65×
12WeTransferInternet & Social Media6.41×
13TuxedoFashion & Accessoires5.13×
14Deutsche BankBusiness & Career4.08×
15CommerzbankBusiness & Career3.34×
16Indeed.comBusiness & Career2.96×
17EuropeTravel & Leisure1.99×
18TagesschauMovies & TV1.62×
19FoodFood & Beverages1.60×
20GermanyTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the KPMG 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 KPMG audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER6.45×
Need for SecurityCONSERVATISM1.73×
Risk AppetiteTHRILL1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by KPMG audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.83×
DIY MentalityTHRILL0.96×
Pet OwnershipJOY0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is KPMG's target market in Germany?

KPMG's target market in Germany covers an estimated 422,452 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of KPMG customers?

40.3% of the KPMG audience are female, 59.7% are male, with an average age of 38.1 years.

03

Which brands do KPMG fans like most?

KPMG fans show strongest brand affinity for Deloitte (47.51×), Accenture (39.07×), and McKinsey & Company (33.22×) over the country average.

04

Where do KPMG fans live in Germany?

KPMG fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do KPMG fans also like?

Beyond KPMG itself, the audience over-indexes on Accenture (39.07×), McKinsey & Company (33.22×), Ernst & Young (53.77×), and Boston Consulting Group (38.94×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Consulting audiences in Germany

See KPMG audiences in other countries

How to read this data

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