Rascasse Audience Intelligence

Liability insurance Audience in Germany

A data profile of the people who buy, follow and care about Liability insurance in Germany — modelled from more than twelve digital signal sources. Liability insurance has an estimated audience of 527,090 people in Germany.

#2among Insurance in Germany#4543among Topic in Germany#857in Business & Career

The average Liability insurance fan in Germany is 40.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include General insurance, HanseMerkur, Home insurance, with strongest over-indexing on General insurance (179.55× the country average).

Demographically, the Liability insurance audience skews more male with an average age of 40.6, and over-indexes on personality traits such as Travelling, 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 Liability insurance fan in Germany is more male, around 40.6 years old, with strong Travelling tendencies and a notable affinity for General insurance.

Category: Business & Career · Type: Topic · Subtype: Insurance

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 Liability insurance profile in Germany.

Audience size
527K
in Germany
Gender
37.5%♀
62.5% male
Age
40.6
average years
Country rank
#11251
Topic in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Liability insurance fans

37.5% are female, 62.5% are male, average age 40.6.

Fig. 02

Gender split

37.5%
Female
62.5%
Male
Demographic split for Liability insurance audience in Germany
MetricValue
Female37.5%
Male62.5%
Average age40.6
Estimated audience size527,090
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Liability insurance audience in Germany
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4922%
50+22%
Fig. 04

Worldwide distribution

4.6%

of the worldwide Liability insurance audience comes from Germany.

Worldwide audience distribution share by country for Liability insurance
CountryShare
United States20.2%
Taiwan9.9%
Japan6.6%
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 Liability insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Liability insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~10K1.20×
02Berlin~30K1.17×
03Nordrhein-Westfalen~100K1.15×
04Bremen~5K1.14×
05Bayern~90K1.09×
06Baden-Württemberg~80K1.09×
07Niedersachsen~50K1.07×
08Hessen~40K1.07×
09Schleswig-Holstein~20K1.01×
10Rheinland-Pfalz~30K0.96×
11Sachsen~20K0.94×
12Brandenburg~10K0.86×
13Saarland~6K0.85×
14Sachsen-Anhalt~10K0.82×
15Thüringen~10K0.82×
16Mecklenburg-Vorpommern~8K0.81×
Fig. 06

Affinity by region

Affinity by region — Liability insurance, Germany
0.81×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Liability insurance audience
#·InterestCategoryAffinity×
01General insuranceBusiness & Career179.55×
02Tax preparationBusiness & Career143.09×
03Property insuranceHome & Garden79.71×
04Insurance policyBusiness & Career77.95×
05HanseMerkurBusiness & Career72.29×
06CosmosdirektBusiness & Career69.58×
07KKHBusiness & Career67.69×
08Home insuranceBusiness & Career59.29×
09Traffic codeCars & Mobility48.44×
10Retirement planningBusiness & Career48.30×
11WISO SteuerBusiness & Career40.97×
12Whole life insuranceBusiness & Career35.99×
13Pet insurancePets & Animals34.26×
14National health insuranceBusiness & Career27.59×
15Techniker KrankenkasseBusiness & Career23.94×
16BarmerBusiness & Career23.94×
17IKK classicBusiness & Career23.94×
18AOKBusiness & Career19.10×
19HUK-CoburgBusiness & Career18.91×
20Driver's licenseCars & Mobility13.26×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Liability insurance 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 Liability insurance audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.85×
Need for SecurityCONSERVATISM2.20×
Risk AppetiteTHRILL1.84×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Liability insurance audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.66×
TraditionCONSERVATISM0.69×
MindfulnessBALANCE0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Liability insurance have in Germany?

Liability insurance has an estimated audience of 527,090 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Liability insurance fans?

37.5% of Liability insurance fans are female, 62.5% are male, with an average age of 40.6 years.

03

Which brands do Liability insurance fans like most?

Liability insurance fans show strongest brand affinity for General insurance (179.55×), HanseMerkur (72.29×), and Home insurance (59.29×) over the country average.

04

Where do Liability insurance fans live in Germany?

Liability insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Liability insurance fans also like?

Beyond Liability insurance itself, the audience over-indexes on HanseMerkur (72.29×), Home insurance (59.29×), Cosmosdirekt (69.58×), and Insurance policy (77.95×) compared to the Germany average.

Appendix

Explore more audiences

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

More Insurance audiences in Germany

See Liability insurance audiences in other countries

How to read this data

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