Kununu Audience in Germany
Kununu has an estimated audience of 4,889,090 people in Germany. 47.9% are female, 52.1% are male, average age 40.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Progressive rock, Cocktail, Stradivarius, Christmas Gift, Urban horticulture.
The average Kununu fan in Germany is 40.1 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Progressive rock, Cocktail, Stradivarius, with strongest over-indexing on Progressive rock (2.16× the country average). Demographically, the Kununu audience skews balanced with an average age of 40.1, and over-indexes on personality traits such as Career Orientation, Indulgence. 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 Kununu fans
| Metric | Value |
|---|---|
| Female | 47.9% |
| Male | 52.1% |
| Average age | 40.1 |
| Estimated audience size | 4,889,090 |
Audience persona
The typical Kununu fan in Germany is balanced, around 40.1 years old, with strong Career Orientation tendencies and a notable affinity for Progressive rock.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,332,040 | 1.25× |
| Bayern | 1,164,082 | 1.48× |
| Baden-Württemberg | 932,691 | 1.4× |
| Niedersachsen | 506,215 | 1.07× |
| Hessen | 414,319 | 1.11× |
| Sachsen | 238,529 | 0.99× |
| Rheinland-Pfalz | 230,951 | 0.94× |
| Berlin | 198,674 | 0.91× |
| Schleswig-Holstein | 185,620 | 1.06× |
| Hamburg | 154,494 | 1.4× |
| Brandenburg | 106,949 | 0.71× |
| Thüringen | 105,692 | 0.85× |
| Sachsen-Anhalt | 82,295 | 0.65× |
| Mecklenburg-Vorpommern | 51,054 | 0.55× |
| Saarland | 45,337 | 0.76× |
| Bremen | 37,203 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Progressive rock | 2.16× | Music & Radio |
| Cocktail | 1.52× | Food & Beverages |
| Stradivarius | 1.97× | Shopping |
| Christmas Gift | 1.89× | Kids & Family |
| Urban horticulture | 1.57× | Home & Garden |
| Israel | 1.6× | Travel & Leisure |
| Harriet Tubman | 4.73× | Politics & Society |
| Superior Hiking Trail | 8.09× | Travel & Leisure |
| Home Delivery | 1.79× | Food & Beverages |
| KLIX (AM) | 1.5× | Music & Radio |
| Volvo V60 | 2.71× | Cars & Mobility |
| Golem | 1.79× | Technology & Electronics |
| Corfu (regional unit) | 1.6× | Travel & Leisure |
| Keeper (password manager) | 2.1× | Technology & Electronics |
| Zagreb | 1.75× | Travel & Leisure |
| Mohamed Salah | 1.57× | Sports |
| Pantsuit | 2.56× | Fashion & Accessoires |
| Cayo Coco | 6.97× | Travel & Leisure |
| Ettifaq FC | 4.81× | Sports |
| Gender-neutral language | 1.88× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 4.28 |
| Indulgence | JOY | 1.35 |
| Need for Security | CONSERVATISM | 1.23 |
| Sustainability | BALANCE | 1.2 |
| Family Orientation | CONSERVATISM | 1.19 |
| Community Orientation | OPEN | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 81.0% |
| Austria | 9.9% |
| Switzerland | 6.3% |
See Kununu 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 Kununu have in Germany?
Kununu has an estimated audience of 4,889,090 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Kununu fans?
47.9% of Kununu fans are female, 52.1% are male, with an average age of 40.1 years.
Which brands do Kununu fans like most?
Kununu fans show strongest brand affinity for Progressive rock (2.16×), Cocktail (1.52×), and Stradivarius (1.97×) over the country average.
Where do Kununu fans live in Germany?
Kununu fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,332,040), Bayern (reach 1,164,082), and Baden-Württemberg (reach 932,691). These three regions account for the largest share of the active audience.
What other brands do Kununu fans also like?
Beyond Kununu itself, the audience over-indexes on Cocktail (1.52×), Stradivarius (1.97×), Christmas Gift (1.89×), and Urban horticulture (1.57×) compared to the Germany average.
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.