Rascasse Audience Intelligence

Mi Target Market in Germany

A data profile of the people who buy, follow and care about Mi in Germany — modelled from more than twelve digital signal sources. Mi has an estimated audience of 425,095 people in Germany.

#1729among Brand in Germany#561in Technology & Electronics

The average Mi fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Google Maps, BSE SENSEX, Mutual fund, with strongest over-indexing on Google Maps (28.18× the country average).

Demographically, the Mi audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

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

The typical Mi fan in Germany is more female, around 40.9 years old, with strong Career Orientation tendencies and a notable affinity for Google Maps.

Category: Technology & Electronics · Type: Brand

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 Mi profile in Germany.

Audience size
425K
in Germany
Gender
57.0%♀
43.0% male
Age
40.9
average years
Country rank
#13348
Brand in Germany
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mi

57.0% are female, 43.0% are male, average age 40.9.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Mi audience in Germany
MetricValue
Female57.0%
Male43.0%
Average age40.9
Estimated audience size425,095
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Mi audience in Germany
Age bracketShare%
16-1918%
20-2912%
30-3923%
40-4926%
50+21%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Mi audience comes from Germany.

Worldwide audience distribution share by country for Mi
CountryShare
India14.0%
United States13.8%
Mexico6.5%
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 Mi audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mi customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~100K1.40×
02Hamburg~10K1.20×
03Hessen~40K1.18×
04Bayern~70K1.09×
05Berlin~20K1.06×
06Baden-Württemberg~60K1.05×
07Niedersachsen~40K0.98×
08Rheinland-Pfalz~20K0.96×
09Schleswig-Holstein~10K0.94×
10Bremen~3K0.94×
11Saarland~5K0.92×
12Thüringen~9K0.90×
13Sachsen~20K0.89×
14Sachsen-Anhalt~9K0.87×
15Brandenburg~10K0.86×
16Mecklenburg-Vorpommern~6K0.83×
Fig. 06

Affinity by region

Affinity by region — Mi, Germany
0.83×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mi audience
#·InterestCategoryAffinity×
01BSE SENSEXBusiness & Career192.96×
02State Bank of IndiaBusiness & Career93.45×
03Indian CricketSports82.41×
04Mutual fundBusiness & Career42.30×
05Ranveer SinghMovies & TV41.07×
06SriLankan AirlinesTravel & Leisure33.85×
07Google MapsInternet & Social Media28.18×
08ChennaiTravel & Leisure27.25×
09Shah Rukh KhanMovies & TV20.00×
10Deepika PadukoneMovies & TV20.00×
11Hrithik RoshanMovies & TV20.00×
12Priyanka ChopraMovies & TV16.71×
13Kate HudsonMovies & TV15.35×
14ListerineBeauty & Wellness14.48×
15National Women's Soccer LeagueSports13.31×
16Newcastle United F.C.Sports11.49×
17India national cricket teamSports9.83×
18Mortgage calculatorHome & Garden6.10×
19NFLSports4.65×
20Online newspaperNews3.27×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mi 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 Mi audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.87×
Risk AppetiteTHRILL1.86×
IndividualismJOY1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mi audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.50×
CreativityOPEN0.53×
Healthy LifestyleBALANCE0.58×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mi's target market in Germany?

Mi's target market in Germany covers an estimated 425,095 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Mi customers?

57.0% of the Mi audience are female, 43.0% are male, with an average age of 40.9 years.

03

Which brands do Mi fans like most?

Mi fans show strongest brand affinity for Google Maps (28.18×), BSE SENSEX (192.96×), and Mutual fund (42.3×) over the country average.

04

Where do Mi fans live in Germany?

Mi fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), 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 Mi fans also like?

Beyond Mi itself, the audience over-indexes on BSE SENSEX (192.96×), Mutual fund (42.3×), Indian Cricket (82.41×), and State Bank of India (93.45×) 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 Mi audiences in other countries

How to read this data

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