Rascasse Audience Intelligence

McAfee Target Market in Germany

A data profile of the people who buy, follow and care about McAfee in Germany — modelled from more than twelve digital signal sources. McAfee has an estimated audience of 367,134 people in Germany.

#26among Software in Germany#1908among Brand in Germany#613in Technology & Electronics

The average McAfee fan in Germany is 40.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Norton AntiVirus, Google Drive, Avast!, with strongest over-indexing on Norton AntiVirus (144.17× the country average).

Demographically, the McAfee audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Need for Security, Convenience Orientation.

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

The typical McAfee fan in Germany is more male, around 40.2 years old, with strong Need for Security tendencies and a notable affinity for Norton AntiVirus.

Category: Technology & Electronics · Type: Brand · Subtype: Software

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 McAfee profile in Germany.

Audience size
367K
in Germany
Gender
41.7%♀
58.3% male
Age
40.2
average years
Country rank
#15007
Brand in Germany
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of McAfee

41.7% are female, 58.3% are male, average age 40.2.

Fig. 02

Gender split

41.7%
Female
58.3%
Male
Demographic split for McAfee audience in Germany
MetricValue
Female41.7%
Male58.3%
Average age40.2
Estimated audience size367,134
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the McAfee audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3919%
40-4923%
50+21%
Fig. 04

Worldwide distribution

5.8%

of the worldwide McAfee audience comes from Germany.

Worldwide audience distribution share by country for McAfee
CountryShare
United States25.0%
Brazil6.2%
Japan6.1%
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 McAfee audience in Germany is strongest.

Fig. 05

Top regions by affinity

McAfee customers by region in Germany
#RegionReachAffinity×
01Bayern~70K1.14×
02Hessen~30K1.14×
03Rheinland-Pfalz~20K1.09×
04Baden-Württemberg~60K1.05×
05Sachsen-Anhalt~10K1.05×
06Thüringen~10K1.04×
07Niedersachsen~40K1.03×
08Schleswig-Holstein~10K1.00×
09Saarland~5K0.99×
10Nordrhein-Westfalen~80K0.98×
11Sachsen~20K0.98×
12Mecklenburg-Vorpommern~7K0.98×
13Bremen~3K0.95×
14Brandenburg~10K0.91×
15Berlin~20K0.87×
16Hamburg~7K0.82×
Fig. 06

Affinity by region

Affinity by region — McAfee, Germany
0.82×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for McAfee audience
#·InterestCategoryAffinity×
01Norton Internet SecurityTopic214.49×
02Kaspersky Anti-VirusTechnology & Electronics204.53×
03SymantecTechnology & Electronics155.80×
04Norton AntiVirusTechnology & Electronics144.17×
05Kaspersky Internet SecurityTechnology & Electronics132.37×
06Avast!Technology & Electronics85.01×
07Firewall (computing)Technology & Electronics65.60×
08RansomwareTechnology & Electronics60.32×
09SophosTechnology & Electronics44.44×
10BitdefenderTechnology & Electronics26.57×
11Google DriveTechnology & Electronics20.00×
12BlackjackGames20.00×
13Microsoft WordTechnology & Electronics20.00×
14AtmosphereTravel & Leisure14.75×
15PasswordTechnology & Electronics13.68×
16Network switchTechnology & Electronics10.35×
17IonosTechnology & Electronics9.54×
18FOCUS OnlineNews8.89×
19Office 365Technology & Electronics8.66×
20FRITZ!BoxTechnology & Electronics6.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the McAfee 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 McAfee audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM6.38×
Convenience OrientationPREMIUM1.77×
PatriotismCONSERVATISM1.70×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by McAfee audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.79×
MindfulnessBALANCE0.85×
CreativityOPEN0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is McAfee's target market in Germany?

McAfee's target market in Germany covers an estimated 367,134 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of McAfee customers?

41.7% of the McAfee audience are female, 58.3% are male, with an average age of 40.2 years.

03

Which brands do McAfee fans like most?

McAfee fans show strongest brand affinity for Norton AntiVirus (144.17×), Google Drive (20×), and Avast! (85.01×) over the country average.

04

Where do McAfee fans live in Germany?

McAfee fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~70K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do McAfee fans also like?

Beyond McAfee itself, the audience over-indexes on Google Drive (20×), Avast! (85.01×), Kaspersky Internet Security (132.37×), and Kaspersky Anti-Virus (204.53×) compared to the Germany average.

Appendix

Explore more audiences

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

More Software audiences in Germany

See McAfee audiences in other countries

How to read this data

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