Password Audience in Germany
Password has an estimated audience of 1,127,208 people in Germany. 64.4% are female, 35.6% are male, average age 40.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Icon (magazine), Rossmann, Home Office, Irish Ferries, Ma Mère.
The average Password fan in Germany is 40.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Icon (magazine), Rossmann, Home Office, with strongest over-indexing on Icon (magazine) (15.86× the country average). Demographically, the Password audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Need for Security, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Technology & Electronics · Type: Topic
Demographics of Password fans
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 40.0 |
| Estimated audience size | 1,127,208 |
Audience persona
The typical Password fan in Germany is more female, around 40.0 years old, with strong Need for Security tendencies and a notable affinity for Icon (magazine).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 259,972 | 1.05× |
| Bayern | 193,364 | 1.07× |
| Baden-Württemberg | 161,267 | 1.05× |
| Niedersachsen | 118,018 | 1.08× |
| Hessen | 93,955 | 1.09× |
| Sachsen | 59,813 | 1.08× |
| Rheinland-Pfalz | 56,459 | 1× |
| Berlin | 55,630 | 1.1× |
| Schleswig-Holstein | 38,974 | 0.96× |
| Brandenburg | 33,547 | 0.96× |
| Thüringen | 29,177 | 1.02× |
| Sachsen-Anhalt | 28,416 | 0.97× |
| Hamburg | 23,708 | 0.93× |
| Mecklenburg-Vorpommern | 20,930 | 0.97× |
| Saarland | 13,675 | 0.99× |
| Bremen | 8,804 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Icon (magazine) | 15.86× | Arts & Culture |
| Rossmann | 2.5× | Shopping |
| Home Office | 2.34× | Business & Career |
| Irish Ferries | 15.02× | Cars & Mobility |
| Ma Mère | 15.86× | Movies & TV |
| Combat sport | 1.87× | Sports |
| Haberler | 1.73× | News |
| Unique Gifts | 1.79× | Shopping |
| Time (magazine) | 2.59× | News |
| Christmas Gift | 2× | Kids & Family |
| Progressive rock | 1.83× | Music & Radio |
| Snow White (Fables) | 2.25× | Literature |
| Esra Erol | 5.27× | Movies & TV |
| Birthday Gifts | 1.54× | Kids & Family |
| Faenza | 15.86× | Travel & Leisure |
| Racing | 1.54× | Cars & Mobility |
| Machine Gun Preacher | 11.08× | Movies & TV |
| Corona (band) | 1.68× | Music & Radio |
| Mohamed Salah | 2.48× | Sports |
| Cuttack | 15.86× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 2.8 |
| Patriotism | CONSERVATISM | 1.55 |
| Price Sensitivity | PREMIUM | 1.43 |
| Pet Ownership | JOY | 1.37 |
| Early Adopter Mentality | POWER | 1.24 |
| LGBTQ+ Identity | OPEN | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.7% |
| Italy | 7.8% |
| Germany | 7.7% |
See Password audiences in other countries
More Technology & Electronics 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 Password have in Germany?
Password has an estimated audience of 1,127,208 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Password fans?
64.4% of Password fans are female, 35.6% are male, with an average age of 40.0 years.
Which brands do Password fans like most?
Password fans show strongest brand affinity for Icon (magazine) (15.86×), Rossmann (2.5×), and Home Office (2.34×) over the country average.
Where do Password fans live in Germany?
Password fans in Germany are most concentrated in Nordrhein-Westfalen (reach 259,972), Bayern (reach 193,364), and Baden-Württemberg (reach 161,267). These three regions account for the largest share of the active audience.
What other brands do Password fans also like?
Beyond Password itself, the audience over-indexes on Rossmann (2.5×), Home Office (2.34×), Irish Ferries (15.02×), and Ma Mère (15.86×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Password. 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.