Online marketplace Audience in Germany
Online marketplace has an estimated audience of 3,521,448 people in Germany. 57.1% are female, 42.9% are male, average age 41.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Airbnb, Tagesschau, Ryanair, Pets, Flowering plant.
The average Online marketplace fan in Germany is 41.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Airbnb, Tagesschau, Ryanair, with strongest over-indexing on Airbnb (5.15× the country average). Demographically, the Online marketplace audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Design Affinity, Sustainability. 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
Demographics of Online marketplace fans
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 41.9 |
| Estimated audience size | 3,521,448 |
Audience persona
The typical Online marketplace fan in Germany is more female, around 41.9 years old, with strong Design Affinity tendencies and a notable affinity for Airbnb.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 581,649 | 0.75× |
| Bayern | 438,469 | 0.77× |
| Baden-Württemberg | 350,231 | 0.73× |
| Hessen | 261,118 | 0.97× |
| Berlin | 182,813 | 1.16× |
| Niedersachsen | 150,276 | 0.44× |
| Thüringen | 96,282 | 1.07× |
| Sachsen-Anhalt | 93,508 | 1.02× |
| Rheinland-Pfalz | 89,461 | 0.51× |
| Brandenburg | 86,668 | 0.79× |
| Sachsen | 84,331 | 0.49× |
| Mecklenburg-Vorpommern | 82,241 | 1.22× |
| Saarland | 81,755 | 1.89× |
| Bremen | 80,230 | 2.66× |
| Schleswig-Holstein | 76,620 | 0.61× |
| Hamburg | 71,427 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Airbnb | 5.15× | Travel & Leisure |
| Tagesschau | 2.48× | Movies & TV |
| Ryanair | 2.95× | Travel & Leisure |
| Pets | 1.59× | Pets & Animals |
| Flowering plant | 3.83× | Home & Garden |
| Soap | 4.93× | Beauty & Wellness |
| Satire | 3.43× | Literature |
| Tour de France | 4.39× | Sports |
| Transfermarkt | 2.14× | Sports |
| Catering | 3.42× | Food & Beverages |
| Automobiles | 1.51× | Cars & Mobility |
| Vacations | 2.03× | Travel & Leisure |
| Fressnapf | 2.48× | Shopping |
| Art Collecting | 5.43× | Arts & Culture |
| Art exhibition | 2.66× | Arts & Culture |
| Sharing economy | 6.88× | Business & Career |
| ImmoScout24 | 1.64× | Home & Garden |
| Arnold Schwarzenegger | 4.18× | Movies & TV |
| Alpine skiing | 2.21× | Sports |
| Booking.com | 2.17× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.63 |
| Sustainability | BALANCE | 1.55 |
| Sports Activity | POWER | 1.5 |
| Early Adopter Mentality | POWER | 1.42 |
| Price Sensitivity | PREMIUM | 1.4 |
| Healthy Lifestyle | BALANCE | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.1% |
| China | 10.1% |
| India | 8.5% |
See Online marketplace audiences in other countries
More Internet & Social Media 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 marketplace have in Germany?
Online marketplace has an estimated audience of 3,521,448 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Online marketplace fans?
57.1% of Online marketplace fans are female, 42.9% are male, with an average age of 41.9 years.
Which brands do Online marketplace fans like most?
Online marketplace fans show strongest brand affinity for Airbnb (5.15×), Tagesschau (2.48×), and Ryanair (2.95×) over the country average.
Where do Online marketplace fans live in Germany?
Online marketplace fans in Germany are most concentrated in Nordrhein-Westfalen (reach 581,649), Bayern (reach 438,469), and Baden-Württemberg (reach 350,231). These three regions account for the largest share of the active audience.
What other brands do Online marketplace fans also like?
Beyond Online marketplace itself, the audience over-indexes on Tagesschau (2.48×), Ryanair (2.95×), Pets (1.59×), and Flowering plant (3.83×) 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 marketplace. 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.