Online Audience in Germany
Online has an estimated audience of 3,036,050 people in Germany. 50.8% are female, 49.2% are male, average age 39.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Gil Ofarim, Stradivarius, Škoda Kodiaq, Home Delivery, Google Home.
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 Gil Ofarim, Stradivarius, Škoda Kodiaq, with strongest over-indexing on Gil Ofarim (1.8× the country average). Demographically, the Online audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Indulgence, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Topic · Subtype: Lifestyle cluster
Demographics of Online fans
| Metric | Value |
|---|---|
| Female | 50.8% |
| Male | 49.2% |
| Average age | 39.7 |
| Estimated audience size | 3,036,050 |
Audience persona
The typical Online fan in Germany is balanced, around 39.7 years old, with strong Indulgence tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 703,180 | 1.06× |
| Bayern | 600,657 | 1.23× |
| Baden-Württemberg | 407,560 | 0.98× |
| Niedersachsen | 278,705 | 0.95× |
| Hessen | 270,625 | 1.17× |
| Rheinland-Pfalz | 157,276 | 1.03× |
| Sachsen | 144,371 | 0.97× |
| Berlin | 114,076 | 0.84× |
| Thüringen | 93,003 | 1.2× |
| Schleswig-Holstein | 91,774 | 0.84× |
| Brandenburg | 90,414 | 0.96× |
| Sachsen-Anhalt | 74,427 | 0.95× |
| Saarland | 56,439 | 1.51× |
| Hamburg | 53,573 | 0.78× |
| Mecklenburg-Vorpommern | 46,076 | 0.79× |
| Bremen | 18,910 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 1.8× | Music & Radio |
| Stradivarius | 1.97× | Shopping |
| Škoda Kodiaq | 1.59× | Cars & Mobility |
| Home Delivery | 1.69× | Food & Beverages |
| Google Home | 3.48× | Technology & Electronics |
| Preacher (comics) | 3.78× | Literature |
| Hauptschule | 3.4× | Kids & Family |
| The Equalizer | 2.14× | Movies & TV |
| Information sensitivity | 2.21× | Technology & Electronics |
| Glashütte | 1.82× | Travel & Leisure |
| Gloria | 1.97× | Music & Radio |
| San Gil | 1.72× | Travel & Leisure |
| Carrie (novel) | 2.26× | Literature |
| Euphonium | 4.23× | Music & Radio |
| Throne of Glass | 2.13× | Literature |
| Chalkidiki | 1.55× | Travel & Leisure |
| Coworking | 1.5× | Business & Career |
| Harriet Tubman | 2.34× | Politics & Society |
| Hatten | 1.98× | Travel & Leisure |
| Haugesund | 2.46× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.23 |
| Sports Activity | POWER | 1.02 |
| Career Orientation | POWER | 1.01 |
| Luxury Orientation | PREMIUM | 0.99 |
| Price Sensitivity | PREMIUM | 0.96 |
| Patriotism | CONSERVATISM | 0.91 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.4% |
| Japan | 4.6% |
| India | 4.0% |
See Online audiences in other countries
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)
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 Gil Ofarim (1.8×), Stradivarius (1.97×), and Škoda Kodiaq (1.59×) over the country average.
Where do Online fans live in Germany?
Online fans in Germany are most concentrated in Nordrhein-Westfalen (reach 703,180), Bayern (reach 600,657), and Baden-Württemberg (reach 407,560). 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 Stradivarius (1.97×), Škoda Kodiaq (1.59×), Home Delivery (1.69×), and Google Home (3.48×) compared to the Germany average.
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.