Rascasse Audience Intelligence

Online marketplace Audience in Germany

A data profile of the people who buy, follow and care about Online marketplace in Germany — modelled from more than twelve digital signal sources. Online marketplace has an estimated audience of 3,521,448 people in Germany.

#1067among Topic in Germany#37in Internet & Social Media

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, Kitchen, Sharing economy, with strongest over-indexing on Airbnb (3.88× 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 Sustainability, Early Adopter Mentality.

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

The typical Online marketplace fan in Germany is more female, around 41.9 years old, with strong Sustainability tendencies and a notable affinity for Airbnb.

Category: Internet & Social Media · Type: Topic

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 Online marketplace profile in Germany.

Audience size
3.5M
in Germany
Gender
57.1%♀
42.9% male
Age
41.9
average years
Country rank
#1731
Topic in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Online marketplace fans

57.1% are female, 42.9% are male, average age 41.9.

Fig. 02

Gender split

57.1%
Female
42.9%
Male
Demographic split for Online marketplace audience in Germany
MetricValue
Female57.1%
Male42.9%
Average age41.9
Estimated audience size3,521,448
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Online marketplace audience in Germany
Age bracketShare%
16-1911%
20-2920%
30-3922%
40-4925%
50+23%
Fig. 04

Worldwide distribution

3.3%

of the worldwide Online marketplace audience comes from Germany.

Worldwide audience distribution share by country for Online marketplace
CountryShare
United States15.1%
China10.1%
India8.5%
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 Online marketplace audience in Germany is strongest.

Fig. 05

Top regions by affinity

Online marketplace fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~40K1.34×
02Saarland~50K1.18×
03Thüringen~100K1.07×
04Mecklenburg-Vorpommern~70K1.02×
05Sachsen-Anhalt~90K1.01×
06Berlin~200K1.00×
07Hamburg~80K0.99×
08Brandenburg~100K0.98×
09Schleswig-Holstein~100K0.95×
10Hessen~300K0.94×
11Rheinland-Pfalz~200K0.92×
12Sachsen~200K0.91×
13Bayern~500K0.85×
14Baden-Württemberg~400K0.83×
15Niedersachsen~300K0.83×
16Nordrhein-Westfalen~600K0.78×
Fig. 06

Affinity by region

Affinity by region — Online marketplace, Germany
0.78×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Online marketplace audience
#·InterestCategoryAffinity×
01Sharing economyBusiness & Career9.28×
02AirbnbTravel & Leisure3.88×
03Meghan MarkleFashion & Accessoires3.80×
04Floral designHome & Garden3.62×
05HomeschoolingPolitics & Society3.35×
06SoapBeauty & Wellness3.31×
07Non-alcoholic beverageFood & Beverages3.22×
08KitchenHome & Garden3.18×
09Tour de FranceSports2.51×
10SkyscannerTravel & Leisure2.34×
11FlixBusCars & Mobility2.11×
12TrivagoTravel & Leisure2.06×
13Artificial intelligenceTechnology & Electronics1.93×
14TattoosFashion & Accessoires1.81×
15EurowingsTravel & Leisure1.80×
16Online newspaperNews1.65×
17DessertsFood & Beverages1.65×
18RyanairTravel & Leisure1.59×
19TagesschauMovies & TV1.57×
20Netto Marken-DiscountShopping1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Online marketplace 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 Online marketplace audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.53×
Early Adopter MentalityPOWER1.47×
Risk AppetiteTHRILL1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Online marketplace audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.83×
Luxury OrientationPREMIUM0.88×
PatriotismCONSERVATISM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Online marketplace fans like most?

Online marketplace fans show strongest brand affinity for Airbnb (3.88×), Kitchen (3.18×), and Sharing economy (9.28×) over the country average.

04

Where do Online marketplace fans live in Germany?

Online marketplace fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Online marketplace fans also like?

Beyond Online marketplace itself, the audience over-indexes on Kitchen (3.18×), Sharing economy (9.28×), Tagesschau (1.57×), and Netto Marken-Discount (1.54×) compared to the Germany average.

Appendix

Explore more audiences

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

More Internet & Social Media audiences in Germany

See Online marketplace audiences in other countries

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.

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