Online Audience in Germany
A data profile of the people who buy, follow and care about Online in Germany — modelled from more than twelve digital signal sources. Online has an estimated audience of 3,036,050 people in Germany.
The average Online fan in Germany is 39.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include French Bulldog, Carpentry, Siberian Husky, with strongest over-indexing on French Bulldog (1.62× the country average).
Demographically, the Online audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Online fan in Germany is balanced, around 39.7 years old, with strong Patriotism tendencies and a notable affinity for French Bulldog.
At a glance
The key figures that characterise the Online profile in Germany.
Search interest · 12-month trend
Demographics of Online fans
50.8% are female, 49.2% are male, average age 39.7.
Gender split
| Metric | Value |
|---|---|
| Female | 50.8% |
| Male | 49.2% |
| Average age | 39.7 |
| Estimated audience size | 3,036,050 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 20% |
Worldwide distribution
of the worldwide Online audience comes from Germany.
| Country | Share |
|---|---|
| United States | 14.4% |
| Japan | 4.6% |
| India | 4.0% |
Geography
Where the Online audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Saarland | ~60K | 1.57× | |
| 02 | Thüringen | ~90K | 1.20× | |
| 03 | Bayern | ~600K | 1.15× | |
| 04 | Hessen | ~300K | 1.15× | |
| 05 | Nordrhein-Westfalen | ~700K | 1.03× | |
| 06 | Rheinland-Pfalz | ~200K | 1.02× | |
| 07 | Sachsen-Anhalt | ~80K | 0.99× | |
| 08 | Sachsen | ~100K | 0.97× | |
| 09 | Baden-Württemberg | ~400K | 0.96× | |
| 10 | Niedersachsen | ~300K | 0.95× | |
| 11 | Brandenburg | ~90K | 0.92× | |
| 12 | Mecklenburg-Vorpommern | ~50K | 0.88× | |
| 13 | Schleswig-Holstein | ~90K | 0.86× | |
| 14 | Berlin | ~100K | 0.82× | |
| 15 | Hamburg | ~50K | 0.79× | |
| 16 | Bremen | ~20K | 0.77× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Online audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Canva | Technology & Electronics | 1.91× | ||
| 02 | Office 365 | Technology & Electronics | 1.70× | ||
| 03 | Black cat | Pets & Animals | 1.66× | ||
| 04 | Carpentry | Home & Garden | 1.64× | ||
| 05 | Google Drive | Technology & Electronics | 1.63× | ||
| 06 | French Bulldog | Pets & Animals | 1.62× | ||
| 07 | Embroidery | Home & Garden | 1.62× | ||
| 08 | British Shorthair | Pets & Animals | 1.61× | ||
| 09 | Siberian Husky | Pets & Animals | 1.60× | ||
| 10 | Bulldog | Pets & Animals | 1.60× | ||
| 11 | American Pit Bull Terrier | Pets & Animals | 1.60× | ||
| 12 | High school | Business & Career | 1.57× | ||
| 13 | Shih Tzu | Pets & Animals | 1.57× | ||
| 14 | Crochet | Home & Garden | 1.55× | ||
| 15 | Swimsuit | Fashion & Accessoires | 1.55× | ||
| 16 | Doberman Pinscher | Pets & Animals | 1.55× | ||
| 17 | Beagle | Pets & Animals | 1.54× | ||
| 18 | Yorkshire Terrier | Pets & Animals | 1.54× | ||
| 19 | Sales management | Business & Career | 1.54× | ||
| 20 | Labrador Retriever | Pets & Animals | 1.51× |
Personality of the Online audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.16× | |
| Need for Security | CONSERVATISM | 1.16× | |
| Indulgence | JOY | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.90× | |
| Urban Lifestyle | OPEN | 0.94× | |
| Design Affinity | PREMIUM | 0.94× |
Frequently asked questions
How many fans does Online have in Germany?
Online has an estimated audience of 3,036,050 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Online fans?
50.8% of Online fans are female, 49.2% are male, with an average age of 39.7 years.
Which brands do Online fans like most?
Online fans show strongest brand affinity for French Bulldog (1.62×), Carpentry (1.64×), and Siberian Husky (1.6×) over the country average.
Where do Online fans live in Germany?
Online fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.
What other brands do Online fans also like?
Beyond Online itself, the audience over-indexes on Carpentry (1.64×), Siberian Husky (1.6×), Labrador Retriever (1.51×), and Google Drive (1.63×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Lifestyle cluster audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
See Online audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Online. 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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