On Audience in Germany
On has an estimated audience of 1,277,216 people in Germany. 48.6% are female, 51.4% are male, average age 38.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: FIFA World Cup, ASICS, Puma, Spiegel Online, Alpine skiing.
The average On fan in Germany is 38.1 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include FIFA World Cup, ASICS, Puma, with strongest over-indexing on FIFA World Cup (1.88× the country average). Demographically, the On audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Sports Activity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Brand · Subtype: Running
Demographics of On fans
| Metric | Value |
|---|---|
| Female | 48.6% |
| Male | 51.4% |
| Average age | 38.1 |
| Estimated audience size | 1,277,216 |
Audience persona
The typical On fan in Germany is balanced, around 38.1 years old, with strong Sports Activity tendencies and a notable affinity for FIFA World Cup.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 282,141 | 1.09× |
| Bayern | 248,225 | 1.3× |
| Baden-Württemberg | 204,495 | 1.26× |
| Niedersachsen | 139,266 | 1.21× |
| Hessen | 132,363 | 1.47× |
| Berlin | 68,074 | 1.28× |
| Rheinland-Pfalz | 63,520 | 1.07× |
| Sachsen | 50,391 | 0.87× |
| Schleswig-Holstein | 35,106 | 0.82× |
| Hamburg | 28,132 | 1.05× |
| Brandenburg | 27,829 | 0.76× |
| Thüringen | 25,382 | 0.84× |
| Sachsen-Anhalt | 19,096 | 0.62× |
| Saarland | 15,053 | 1.03× |
| Mecklenburg-Vorpommern | 14,362 | 0.63× |
| Bremen | 7,050 | 0.7× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| FIFA World Cup | 1.88× | Sports |
| ASICS | 4.22× | Fashion & Accessoires |
| Puma | 4.59× | Fashion & Accessoires |
| Spiegel Online | 1.67× | News |
| Alpine skiing | 2.58× | Sports |
| Street photography | 2.97× | Technology & Electronics |
| Nike | 2.28× | Fashion & Accessoires |
| Immowelt | 2.27× | Home & Garden |
| Mountain biking | 3.07× | Sports |
| Diadora | 15.96× | Fashion & Accessoires |
| UEFA Champions League | 1.56× | Sports |
| Beach volleyball | 5.88× | Sports |
| Do it yourself (DIY) | 1.55× | Home & Garden |
| Ariana Grande | 3.56× | Music & Radio |
| Airbnb | 1.66× | Travel & Leisure |
| New Balance | 2.7× | Fashion & Accessoires |
| Transfermarkt | 1.82× | Sports |
| Indoor cycling | 6.19× | Sports |
| House music | 1.82× | Music & Radio |
| Deutschrap | 2.63× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.85 |
| Sustainability | BALANCE | 1.61 |
| Luxury Orientation | PREMIUM | 1.38 |
| Healthy Lifestyle | BALANCE | 1.35 |
| DIY Mentality | THRILL | 1.34 |
| Early Adopter Mentality | POWER | 1.31 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.2% |
| India | 17.9% |
| Japan | 14.2% |
See On audiences in other countries
More Running audiences in Germany
- Nike+ (1,739,932)
- adidas Running (628,464)
- Saucony (395,061)
- Runtastic (278,352)
- RunKeeper (111,742)
Frequently asked questions
How many fans does On have in Germany?
On has an estimated audience of 1,277,216 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of On fans?
48.6% of On fans are female, 51.4% are male, with an average age of 38.1 years.
Which brands do On fans like most?
On fans show strongest brand affinity for FIFA World Cup (1.88×), ASICS (4.22×), and Puma (4.59×) over the country average.
Where do On fans live in Germany?
On fans in Germany are most concentrated in Nordrhein-Westfalen (reach 282,141), Bayern (reach 248,225), and Baden-Württemberg (reach 204,495). These three regions account for the largest share of the active audience.
What other brands do On fans also like?
Beyond On itself, the audience over-indexes on ASICS (4.22×), Puma (4.59×), Spiegel Online (1.67×), and Alpine skiing (2.58×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for On. 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.