MHP Target Market in Germany
A data profile of the people who buy, follow and care about MHP in Germany — modelled from more than twelve digital signal sources. MHP has an estimated audience of 362,046 people in Germany.
The average MHP fan in Germany is 36.4 years old, more male, and lives primarily in Baden-Württemberg.
The audience is concentrated in Baden-Württemberg, Bayern, Nordrhein-Westfalen.
Top brand affinities include Porsche, Lamborghini, House music, with strongest over-indexing on Porsche (3.44× the country average).
Demographically, the MHP audience skews more male with an average age of 36.4, and over-indexes on personality traits such as Career Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical MHP fan in Germany is more male, around 36.4 years old, with strong Career Orientation tendencies and a notable affinity for Porsche.
At a glance
The key figures that characterise the MHP profile in Germany.
Search interest · 12-month trend
Customer demographics of MHP
41.7% are female, 58.3% are male, average age 36.4.
Gender split
| Metric | Value |
|---|---|
| Female | 41.7% |
| Male | 58.3% |
| Average age | 36.4 |
| Estimated audience size | 362,046 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 29% | |
| 30-39 | 19% | |
| 40-49 | 18% | |
| 50+ | 14% |
Worldwide distribution
of the worldwide MHP audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 26.7% |
| United States | 8.0% |
| Japan | 4.0% |
Geography
Where the MHP audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baden-Württemberg | ~200K | 3.65× | |
| 02 | Bayern | ~90K | 1.37× | |
| 03 | Hessen | ~40K | 1.33× | |
| 04 | Hamburg | ~10K | 1.08× | |
| 05 | Berlin | ~20K | 1.01× | |
| 06 | Nordrhein-Westfalen | ~90K | 0.99× | |
| 07 | Rheinland-Pfalz | ~20K | 0.92× | |
| 08 | Niedersachsen | ~40K | 0.89× | |
| 09 | Saarland | ~5K | 0.87× | |
| 10 | Bremen | ~3K | 0.85× | |
| 11 | Schleswig-Holstein | ~10K | 0.77× | |
| 12 | Sachsen | ~20K | 0.74× | |
| 13 | Thüringen | ~8K | 0.71× | |
| 14 | Brandenburg | ~9K | 0.70× | |
| 15 | Mecklenburg-Vorpommern | ~6K | 0.70× | |
| 16 | Sachsen-Anhalt | ~7K | 0.67× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the MHP audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Škoda Kodiaq | Cars & Mobility | 3.65× | ||
| 02 | Porsche | Cars & Mobility | 3.44× | ||
| 03 | Lamborghini | Cars & Mobility | 2.89× | ||
| 04 | Electric guitar | Music & Radio | 2.70× | ||
| 05 | Motorcycle helmet | Cars & Mobility | 2.68× | ||
| 06 | Ferrari | Cars & Mobility | 2.67× | ||
| 07 | Automobile repair shop | Cars & Mobility | 2.60× | ||
| 08 | Carcare | Cars & Mobility | 2.29× | ||
| 09 | Hyundai | Cars & Mobility | 2.10× | ||
| 10 | Patio | Home & Garden | 2.05× | ||
| 11 | Formula One | Sports | 1.98× | ||
| 12 | Used car | Cars & Mobility | 1.94× | ||
| 13 | Solar energy | Home & Garden | 1.89× | ||
| 14 | House music | Music & Radio | 1.88× | ||
| 15 | Transfermarkt | Sports | 1.84× | ||
| 16 | Mercedes-Benz | Cars & Mobility | 1.78× | ||
| 17 | BMW | Cars & Mobility | 1.71× | ||
| 18 | Audi | Cars & Mobility | 1.63× | ||
| 19 | SUVs | Cars & Mobility | 1.60× | ||
| 20 | AutoScout24 | Cars & Mobility | 1.52× |
Personality of the MHP audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.68× | |
| Quality Awareness | PREMIUM | 1.49× | |
| Risk Appetite | THRILL | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.76× | |
| Healthy Lifestyle | BALANCE | 0.88× | |
| Family Orientation | CONSERVATISM | 0.88× |
Frequently asked questions
Who is MHP's target market in Germany?
MHP's target market in Germany covers an estimated 362,046 people, concentrated in Baden-Württemberg and Bayern.
What is the gender split and age of MHP customers?
41.7% of the MHP audience are female, 58.3% are male, with an average age of 36.4 years.
Which brands do MHP fans like most?
MHP fans show strongest brand affinity for Porsche (3.44×), Lamborghini (2.89×), and House music (1.88×) over the country average.
Where do MHP fans live in Germany?
MHP fans in Germany are most concentrated in Baden-Württemberg (reach ~200K), Bayern (reach ~90K), and Nordrhein-Westfalen (reach ~90K). These three regions account for the largest share of the active audience.
What other brands do MHP fans also like?
Beyond MHP itself, the audience over-indexes on Lamborghini (2.89×), House music (1.88×), Transfermarkt (1.84×), and Formula One (1.98×) compared to the Germany average.
Explore more audiences
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How to read this data
Audience size is the estimated number of people in Germany who actively search for MHP. 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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