Mi Audience in Germany
Mi has an estimated audience of 403,337 people in Germany. 57.0% are female, 43.0% are male, average age 40.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Jeepney, Gil Ofarim, Headhunters (film), Cocktail, CAC 40.
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 Jeepney, Gil Ofarim, Headhunters (film), with strongest over-indexing on Jeepney (53.69× 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 Risk Appetite, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Technology & Electronics · Type: Brand
Demographics of Mi fans
| Metric | Value |
|---|---|
| Female | 57.0% |
| Male | 43.0% |
| Average age | 40.9 |
| Estimated audience size | 403,337 |
Audience persona
The typical Mi fan in Germany is more female, around 40.9 years old, with strong Risk Appetite tendencies and a notable affinity for Jeepney.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 111,660 | 1.27× |
| Bayern | 74,328 | 1.15× |
| Baden-Württemberg | 59,824 | 1.09× |
| Hessen | 40,127 | 1.31× |
| Niedersachsen | 36,719 | 0.94× |
| Rheinland-Pfalz | 20,526 | 1.02× |
| Berlin | 19,841 | 1.1× |
| Sachsen | 17,861 | 0.9× |
| Schleswig-Holstein | 13,673 | 0.94× |
| Hamburg | 11,385 | 1.25× |
| Brandenburg | 10,437 | 0.83× |
| Sachsen-Anhalt | 8,480 | 0.81× |
| Thüringen | 8,451 | 0.82× |
| Mecklenburg-Vorpommern | 5,591 | 0.73× |
| Saarland | 4,546 | 0.92× |
| Bremen | 3,224 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Jeepney | 53.69× | Cars & Mobility |
| Gil Ofarim | 3.02× | Music & Radio |
| Headhunters (film) | 10.92× | Movies & TV |
| Cocktail | 1.96× | Food & Beverages |
| CAC 40 | 2.27× | Business & Career |
| Jaguar F-Pace | 9.81× | Cars & Mobility |
| HODINKEE | 12.88× | Fashion & Accessoires |
| Handmade Gifts | 2.44× | Kids & Family |
| Building insulation | 4.77× | Home & Garden |
| Buddy – The Buddy Holly Story | 5.33× | Music & Radio |
| Commercial mortgage | 2.16× | Business & Career |
| Business English | 2.91× | Business & Career |
| Progressive rock | 1.65× | Music & Radio |
| Corona (band) | 2.53× | Music & Radio |
| Necktie | 4.65× | Fashion & Accessoires |
| Elīna Garanča | 6.22× | Music & Radio |
| The Tree of Life (film) | 8.4× | Movies & TV |
| Scorpio (comics) | 9.23× | Literature |
| Kendra Scott | 9.33× | Fashion & Accessoires |
| Kippah | 3.51× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 2.05 |
| Individualism | JOY | 1.74 |
| Career Orientation | POWER | 1.66 |
| Travelling | THRILL | 1.62 |
| Sustainability | BALANCE | 1.58 |
| Early Adopter Mentality | POWER | 1.56 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.2% |
| India | 13.5% |
| Mexico | 6.4% |
See Mi audiences in other countries
More Technology & Electronics audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Mi have in Germany?
Mi has an estimated audience of 403,337 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mi fans?
57.0% of Mi fans are female, 43.0% are male, with an average age of 40.9 years.
Which brands do Mi fans like most?
Mi fans show strongest brand affinity for Jeepney (53.69×), Gil Ofarim (3.02×), and Headhunters (film) (10.92×) over the country average.
Where do Mi fans live in Germany?
Mi fans in Germany are most concentrated in Nordrhein-Westfalen (reach 111,660), Bayern (reach 74,328), and Baden-Württemberg (reach 59,824). These three regions account for the largest share of the active audience.
What other brands do Mi fans also like?
Beyond Mi itself, the audience over-indexes on Gil Ofarim (3.02×), Headhunters (film) (10.92×), Cocktail (1.96×), and CAC 40 (2.27×) compared to the Germany average.
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.