Rascasse Audience Intelligence

Kununu Target Market in Germany

A data profile of the people who buy, follow and care about Kununu in Germany — modelled from more than twelve digital signal sources. Kununu has an estimated audience of 5,175,593 people in Germany.

#131among Brand in Germany#126in Business & Career

The average Kununu fan in Germany is 40.8 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Job fair, Indeed.com, Part-time, with strongest over-indexing on Job fair (26.9× the country average).

Demographically, the Kununu audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Career Orientation, Community Orientation.

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

The typical Kununu fan in Germany is balanced, around 40.8 years old, with strong Career Orientation tendencies and a notable affinity for Job fair.

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 Kununu profile in Germany.

Audience size
5.2M
in Germany
Gender
47.8%♀
52.2% male
Age
40.8
average years
Country rank
#1011
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kununu

47.8% are female, 52.2% are male, average age 40.8.

Fig. 02

Gender split

47.8%
Female
52.2%
Male
Demographic split for Kununu audience in Germany
MetricValue
Female47.8%
Male52.2%
Average age40.8
Estimated audience size5,175,593
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the Kununu audience in Germany
Age bracketShare%
16-1914%
20-2919%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

82.1%

of the worldwide Kununu audience comes from Germany.

Worldwide audience distribution share by country for Kununu
CountryShare
Germany82.1%
Austria9.0%
Switzerland6.0%
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 Kununu audience in Germany is strongest.

Fig. 05

Top regions by affinity

Kununu customers by region in Germany
#RegionReachAffinity×
01Bayern~1M1.45×
02Baden-Württemberg~1M1.36×
03Hamburg~200K1.33×
04Nordrhein-Westfalen~1.5M1.23×
05Hessen~400K1.10×
06Schleswig-Holstein~200K1.07×
07Niedersachsen~500K1.05×
08Sachsen~300K1.00×
09Rheinland-Pfalz~200K0.96×
10Bremen~40K0.90×
11Berlin~200K0.89×
12Thüringen~100K0.88×
13Saarland~50K0.80×
14Brandenburg~100K0.70×
15Sachsen-Anhalt~90K0.69×
16Mecklenburg-Vorpommern~60K0.61×
Fig. 06

Affinity by region

Affinity by region — Kununu, Germany
0.61×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kununu audience
#·InterestCategoryAffinity×
01Job fairBusiness & Career26.90×
02Part-timeBusiness & Career12.18×
03Employment agencyBusiness & Career10.80×
04Indeed.comBusiness & Career9.23×
05Employment websiteBusiness & Career8.26×
06Career developmentBusiness & Career7.62×
07StepstoneBusiness & Career5.04×
08Office 365Technology & Electronics4.73×
09Entry-level jobBusiness & Career4.57×
10Job interviewBusiness & Career4.42×
11Google DriveTechnology & Electronics4.23×
12Python (programming language)Technology & Electronics4.08×
13NatureHome & Garden2.49×
14VacationsTravel & Leisure2.31×
15RossmannShopping1.95×
16FamilyKids & Family1.93×
17CommerzbankBusiness & Career1.93×
18Deutsche BahnCars & Mobility1.83×
19TagesschauMovies & TV1.67×
20Netto Marken-DiscountShopping1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kununu 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 Kununu audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER5.78×
Community OrientationOPEN1.81×
Need for SecurityCONSERVATISM1.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kununu audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.85×
Design AffinityPREMIUM0.85×
CreativityOPEN0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kununu's target market in Germany?

Kununu's target market in Germany covers an estimated 5,175,593 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Kununu customers?

47.8% of the Kununu audience are female, 52.2% are male, with an average age of 40.8 years.

03

Which brands do Kununu fans like most?

Kununu fans show strongest brand affinity for Job fair (26.9×), Indeed.com (9.23×), and Part-time (12.18×) over the country average.

04

Where do Kununu fans live in Germany?

Kununu fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Kununu fans also like?

Beyond Kununu itself, the audience over-indexes on Indeed.com (9.23×), Part-time (12.18×), Employment agency (10.8×), and Employment website (8.26×) 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 Kununu audiences in other countries

How to read this data

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