Rascasse Audience Intelligence

LastPass Audience in Germany

A data profile of the people who buy, follow and care about LastPass in Germany — modelled from more than twelve digital signal sources. LastPass has an estimated audience of 302,823 people in Germany.

#561among Website / Newspaper / Magazine in Germany#674in Technology & Electronics

The average LastPass fan in Germany is 46.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Jane Goodall, Firefox, Donkey Kong (video game), with strongest over-indexing on Jane Goodall (48.31× the country average).

Demographically, the LastPass audience skews more male with an average age of 46.5, and over-indexes on personality traits such as Family Orientation, Early Adopter Mentality.

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

The typical LastPass fan in Germany is more male, around 46.5 years old, with strong Family Orientation tendencies and a notable affinity for Jane Goodall.

Category: Technology & Electronics · Type: Website / Newspaper / Magazine

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 LastPass profile in Germany.

Audience size
303K
in Germany
Gender
35.3%♀
64.7% male
Age
46.5
average years
Country rank
#17197
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of LastPass

35.3% are female, 64.7% are male, average age 46.5.

Fig. 02

Gender split

35.3%
Female
64.7%
Male
Demographic split for LastPass audience in Germany
MetricValue
Female35.3%
Male64.7%
Average age46.5
Estimated audience size302,823
Fig. 03

Age distribution

Ø 46.5
average years
Age distribution of the LastPass audience in Germany
Age bracketShare%
16-196%
20-2911%
30-3920%
40-4925%
50+37%
Fig. 04

Worldwide distribution

4.9%

of the worldwide LastPass audience comes from Germany.

Worldwide audience distribution share by country for LastPass
CountryShare
United States33.0%
United Kingdom5.6%
China5.0%
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 LastPass audience in Germany is strongest.

Fig. 05

Top regions by affinity

LastPass fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~30K1.89×
02Hamburg~9K1.25×
03Hessen~30K1.23×
04Bayern~60K1.20×
05Baden-Württemberg~50K1.14×
06Bremen~3K1.13×
07Nordrhein-Westfalen~70K1.03×
08Schleswig-Holstein~10K1.02×
09Brandenburg~9K0.92×
10Rheinland-Pfalz~10K0.91×
11Sachsen~10K0.87×
12Niedersachsen~30K0.84×
13Thüringen~6K0.79×
14Saarland~3K0.79×
15Sachsen-Anhalt~5K0.68×
16Mecklenburg-Vorpommern~3K0.57×
Fig. 06

Affinity by region

Affinity by region — LastPass, Germany
0.57×1.00×1.89×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for LastPass audience
#·InterestCategoryAffinity×
01Drinking BuddiesMovies & TV188.20×
02Donkey Kong (video game)Games181.56×
03Donkey Kong 64Games168.11×
04Party busTravel & Leisure118.84×
05Tailgate partyCars & Mobility101.31×
06Donkey Kong CountryGames86.14×
07Super Smash Bros. MeleeGames51.11×
08Jane GoodallPets & Animals48.31×
09AutomatticInternet & Social Media47.41×
10TodoistTechnology & Electronics34.98×
11FirefoxInternet & Social Media29.82×
12DocuSignTechnology & Electronics28.70×
13JIRATechnology & Electronics22.02×
14Oracle CorporationTechnology & Electronics20.97×
15OracleTechnology & Electronics16.72×
16Tapir!Music & Radio15.83×
17Computer performanceTechnology & Electronics13.23×
18Software frameworkTechnology & Electronics12.61×
19Software testingTechnology & Electronics10.23×
20Groovy (programming language)Technology & Electronics7.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the LastPass 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 LastPass audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM3.06×
Early Adopter MentalityPOWER1.78×
Need for SecurityCONSERVATISM1.70×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by LastPass audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.92×
Luxury OrientationPREMIUM0.98×
Sports ActivityPOWER0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does LastPass have in Germany?

LastPass has an estimated audience of 302,823 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of LastPass fans?

35.3% of LastPass fans are female, 64.7% are male, with an average age of 46.5 years.

03

Which brands do LastPass fans like most?

LastPass fans show strongest brand affinity for Jane Goodall (48.31×), Firefox (29.82×), and Donkey Kong (video game) (181.56×) over the country average.

04

Where do LastPass fans live in Germany?

LastPass fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do LastPass fans also like?

Beyond LastPass itself, the audience over-indexes on Firefox (29.82×), Donkey Kong (video game) (181.56×), Drinking Buddies (188.2×), and Donkey Kong 64 (168.11×) compared to the Germany average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in Germany

See LastPass audiences in other countries

How to read this data

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