Rascasse Audience Intelligence

Navigation Audience in Germany

A data profile of the people who buy, follow and care about Navigation in Germany — modelled from more than twelve digital signal sources. Navigation has an estimated audience of 1,037,818 people in Germany.

#3075among Topic in Germany#306in Cars & Mobility

The average Navigation fan in Germany is 42.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Western Union, TomTom, Google Maps, with strongest over-indexing on Western Union (9.2× the country average).

Demographically, the Navigation audience skews more male with an average age of 42.9, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Navigation fan in Germany is more male, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for Western Union.

Category: Cars & Mobility · Type: Topic

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 Navigation profile in Germany.

Audience size
1M
in Germany
Gender
29.3%♀
70.7% male
Age
42.9
average years
Country rank
#6311
Topic in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Navigation fans

29.3% are female, 70.7% are male, average age 42.9.

Fig. 02

Gender split

29.3%
Female
70.7%
Male
Demographic split for Navigation audience in Germany
MetricValue
Female29.3%
Male70.7%
Average age42.9
Estimated audience size1,037,818
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Navigation audience in Germany
Age bracketShare%
16-1911%
20-2915%
30-3922%
40-4929%
50+23%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Navigation audience comes from Germany.

Worldwide audience distribution share by country for Navigation
CountryShare
United States21.4%
Germany6.6%
Brazil6.6%
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 Navigation audience in Germany is strongest.

Fig. 05

Top regions by affinity

Navigation fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~30K1.19×
02Saarland~10K1.13×
03Brandenburg~40K1.11×
04Mecklenburg-Vorpommern~20K1.11×
05Thüringen~30K1.10×
06Sachsen~50K1.07×
07Nordrhein-Westfalen~200K1.05×
08Niedersachsen~100K1.04×
09Rheinland-Pfalz~50K1.02×
10Baden-Württemberg~100K1.01×
11Bayern~200K0.98×
12Hessen~80K0.97×
13Schleswig-Holstein~30K0.91×
14Hamburg~20K0.89×
15Bremen~7K0.75×
16Berlin~30K0.68×
Fig. 06

Affinity by region

Affinity by region — Navigation, Germany
0.68×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Navigation audience
#·InterestCategoryAffinity×
01TomTomTechnology & Electronics26.65×
02INSEADBusiness & Career20.00×
03Google Street ViewInternet & Social Media13.76×
04Western UnionBusiness & Career9.20×
05Kat DenningsMovies & TV7.42×
06SixtCars & Mobility4.41×
07Google MapsInternet & Social Media4.21×
08DysonHome & Garden4.01×
09Family carCars & Mobility3.77×
10Real propertyHome & Garden3.53×
11EssoCars & Mobility2.76×
12RefrigeratorHome & Garden2.75×
13Solar energyHome & Garden2.58×
14ADACCars & Mobility2.55×
15FRITZ!BoxTechnology & Electronics2.46×
16AutoScout24Cars & Mobility2.12×
17TagesschauMovies & TV2.04×
18NatureHome & Garden2.01×
19FamilyKids & Family1.80×
20Netto Marken-DiscountShopping1.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Navigation 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 Navigation audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.17×
PatriotismCONSERVATISM1.51×
Family OrientationCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Navigation audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.68×
CreativityOPEN0.69×
MindfulnessBALANCE0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Navigation have in Germany?

Navigation has an estimated audience of 1,037,818 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Navigation fans?

29.3% of Navigation fans are female, 70.7% are male, with an average age of 42.9 years.

03

Which brands do Navigation fans like most?

Navigation fans show strongest brand affinity for Western Union (9.2×), TomTom (26.65×), and Google Maps (4.21×) over the country average.

04

Where do Navigation fans live in Germany?

Navigation fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Navigation fans also like?

Beyond Navigation itself, the audience over-indexes on TomTom (26.65×), Google Maps (4.21×), Google Street View (13.76×), and INSEAD (20×) compared to the Germany average.

Appendix

Explore more audiences

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

More Cars & Mobility audiences in Germany

See Navigation audiences in other countries

How to read this data

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