Rascasse Audience Intelligence

Nokia Target Market in Germany

A data profile of the people who buy, follow and care about Nokia in Germany — modelled from more than twelve digital signal sources. Nokia has an estimated audience of 787,787 people in Germany.

#3among Consumer electronics in Germany#1044among Brand in Germany#381in Technology & Electronics

The average Nokia fan in Germany is 38.1 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include AutoScout24, Personal digital assistant, Mobile operating system, with strongest over-indexing on AutoScout24 (2.16× the country average).

Demographically, the Nokia audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Patriotism, Risk Appetite.

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

The typical Nokia fan in Germany is more male, around 38.1 years old, with strong Patriotism tendencies and a notable affinity for AutoScout24.

Category: Technology & Electronics · Type: Brand · Subtype: Consumer electronics

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 Nokia profile in Germany.

Audience size
788K
in Germany
Gender
21.4%♀
78.6% male
Age
38.1
average years
Country rank
#8002
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Nokia

21.4% are female, 78.6% are male, average age 38.1.

Fig. 02

Gender split

21.4%
Female
78.6%
Male
Demographic split for Nokia audience in Germany
MetricValue
Female21.4%
Male78.6%
Average age38.1
Estimated audience size787,787
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Nokia audience in Germany
Age bracketShare%
16-1918%
20-2923%
30-3923%
40-4921%
50+15%
Fig. 04

Worldwide distribution

3.7%

of the worldwide Nokia audience comes from Germany.

Worldwide audience distribution share by country for Nokia
CountryShare
India11.2%
United States11.1%
Brazil4.7%
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 Nokia audience in Germany is strongest.

Fig. 05

Top regions by affinity

Nokia customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~100K1.19×
02Hessen~70K1.18×
03Bayern~100K1.17×
04Nordrhein-Westfalen~200K1.07×
05Berlin~40K1.07×
06Hamburg~20K1.04×
07Niedersachsen~80K1.01×
08Bremen~7K1.01×
09Sachsen~40K1.00×
10Rheinland-Pfalz~40K0.95×
11Schleswig-Holstein~30K0.92×
12Thüringen~20K0.91×
13Brandenburg~20K0.90×
14Saarland~9K0.88×
15Sachsen-Anhalt~20K0.85×
16Mecklenburg-Vorpommern~10K0.85×
Fig. 06

Affinity by region

Affinity by region — Nokia, Germany
0.85×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nokia audience
#·InterestCategoryAffinity×
01Feature phoneTechnology & Electronics14.99×
02Mobile operating systemTechnology & Electronics9.42×
03TetrisGames7.84×
04Personal digital assistantTechnology & Electronics6.77×
05GameplayGames6.30×
06ConflagrationPolitics & Society2.70×
07Real-time strategyGames2.54×
08XiaomiTechnology & Electronics2.38×
09Game consolesTechnology & Electronics2.19×
10AutoScout24Cars & Mobility2.16×
11Puzzle video gamesGames2.16×
12Action gamesGames1.99×
13SteamGames1.95×
14FRITZ!BoxTechnology & Electronics1.89×
15Petrol engineCars & Mobility1.89×
16Adventure gameGames1.86×
17Online gamesGames1.67×
18CrazyGamesGames1.67×
19VodafoneTechnology & Electronics1.63×
20Mobile gameGames1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nokia 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 Nokia audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.49×
Risk AppetiteTHRILL1.32×
Early Adopter MentalityPOWER1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nokia audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.79×
Design AffinityPREMIUM0.84×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nokia's target market in Germany?

Nokia's target market in Germany covers an estimated 787,787 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Nokia customers?

21.4% of the Nokia audience are female, 78.6% are male, with an average age of 38.1 years.

03

Which brands do Nokia fans like most?

Nokia fans show strongest brand affinity for AutoScout24 (2.16×), Personal digital assistant (6.77×), and Mobile operating system (9.42×) over the country average.

04

Where do Nokia fans live in Germany?

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

05

What other brands do Nokia fans also like?

Beyond Nokia itself, the audience over-indexes on Personal digital assistant (6.77×), Mobile operating system (9.42×), FRITZ!Box (1.89×), and Vodafone (1.63×) compared to the Germany average.

Appendix

Explore more audiences

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

More Consumer electronics audiences in Germany

See Nokia audiences in other countries

How to read this data

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