Overlanding Audience in Germany
Overlanding has an estimated audience of 581,714 people in Germany. 31.1% are female, 68.9% are male, average age 36.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Homesteading, Home construction, Progressive rock, Goes, Gil Ofarim.
The average Overlanding fan in Germany is 36.1 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Homesteading, Home construction, Progressive rock, with strongest over-indexing on Homesteading (20× the country average). Demographically, the Overlanding audience skews more male with an average age of 36.1, and over-indexes on personality traits such as Risk Appetite, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Topic
Demographics of Overlanding fans
| Metric | Value |
|---|---|
| Female | 31.1% |
| Male | 68.9% |
| Average age | 36.1 |
| Estimated audience size | 581,714 |
Audience persona
The typical Overlanding fan in Germany is more male, around 36.1 years old, with strong Risk Appetite tendencies and a notable affinity for Homesteading.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 128,671 | 1.01× |
| Bayern | 107,086 | 1.15× |
| Baden-Württemberg | 86,365 | 1.09× |
| Niedersachsen | 59,529 | 1.05× |
| Hessen | 55,684 | 1.26× |
| Sachsen | 41,596 | 1.46× |
| Berlin | 25,096 | 0.96× |
| Rheinland-Pfalz | 24,298 | 0.83× |
| Schleswig-Holstein | 20,132 | 0.96× |
| Hamburg | 14,140 | 1.08× |
| Brandenburg | 14,072 | 0.78× |
| Thüringen | 13,928 | 0.94× |
| Sachsen-Anhalt | 11,594 | 0.77× |
| Mecklenburg-Vorpommern | 8,012 | 0.72× |
| Saarland | 6,034 | 0.84× |
| Bremen | 5,448 | 1.1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Homesteading | 20× | Home & Garden |
| Home construction | 2.15× | Home & Garden |
| Progressive rock | 3.57× | Music & Radio |
| Goes | 1.66× | Travel & Leisure |
| Gil Ofarim | 2.11× | Music & Radio |
| Rhodiola | 14.94× | Health |
| Building insulation | 5.68× | Home & Garden |
| Pumuckl | 6.42× | Movies & TV |
| Hypertext | 3.03× | Technology & Electronics |
| Minestrone | 2.64× | Food & Beverages |
| Natural rubber | 2.35× | Cars & Mobility |
| Handmade Gifts | 2.09× | Kids & Family |
| 3D printing | 2.12× | Technology & Electronics |
| Gumbal | 5.42× | Cars & Mobility |
| Icon (magazine) | 2.32× | Arts & Culture |
| Nurse education | 2.21× | Kids & Family |
| Acoustic music | 3.24× | Music & Radio |
| Grappling | 1.65× | Sports |
| Tuscany | 3.34× | Travel & Leisure |
| Caprivi Strip | 6.8× |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 1.98 |
| DIY Mentality | THRILL | 1.89 |
| Travelling | THRILL | 1.88 |
| Sports Activity | POWER | 1.79 |
| Luxury Orientation | PREMIUM | 1.67 |
| Quality Awareness | PREMIUM | 1.6 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 49.5% |
| Australia | 5.7% |
| Canada | 4.8% |
See Overlanding audiences in other countries
More Travel & Leisure 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 Overlanding have in Germany?
Overlanding has an estimated audience of 581,714 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Overlanding fans?
31.1% of Overlanding fans are female, 68.9% are male, with an average age of 36.1 years.
Which brands do Overlanding fans like most?
Overlanding fans show strongest brand affinity for Homesteading (20×), Home construction (2.15×), and Progressive rock (3.57×) over the country average.
Where do Overlanding fans live in Germany?
Overlanding fans in Germany are most concentrated in Nordrhein-Westfalen (reach 128,671), Bayern (reach 107,086), and Baden-Württemberg (reach 86,365). These three regions account for the largest share of the active audience.
What other brands do Overlanding fans also like?
Beyond Overlanding itself, the audience over-indexes on Home construction (2.15×), Progressive rock (3.57×), Goes (1.66×), and Gil Ofarim (2.11×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Overlanding. 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.