Rascasse Audience Intelligence

Payback Target Market in Germany

A data profile of the people who buy, follow and care about Payback in Germany — modelled from more than twelve digital signal sources. Payback has an estimated audience of 4,486,902 people in Germany.

#1among Loyalty card in Germany#152among Brand in Germany#71in Shopping

The average Payback fan in Germany is 41.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Accounting software, Santander Bank, Electronics, with strongest over-indexing on Accounting software (14.44× the country average).

Demographically, the Payback audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Need for Security, Sustainability.

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

The typical Payback fan in Germany is more female, around 41.4 years old, with strong Need for Security tendencies and a notable affinity for Accounting software.

Category: Shopping · Type: Brand · Subtype: Loyalty card

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 Payback profile in Germany.

Audience size
4.5M
in Germany
Gender
63.2%♀
36.8% male
Age
41.4
average years
Country rank
#1267
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Payback

63.2% are female, 36.8% are male, average age 41.4.

Fig. 02

Gender split

63.2%
Female
36.8%
Male
Demographic split for Payback audience in Germany
MetricValue
Female63.2%
Male36.8%
Average age41.4
Estimated audience size4,486,902
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Payback audience in Germany
Age bracketShare%
16-1913%
20-2919%
30-3922%
40-4925%
50+21%
Fig. 04

Worldwide distribution

68.7%

of the worldwide Payback audience comes from Germany.

Worldwide audience distribution share by country for Payback
CountryShare
Germany68.7%
Italy5.3%
Poland5.1%
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 Payback audience in Germany is strongest.

Fig. 05

Top regions by affinity

Payback customers by region in Germany
#RegionReachAffinity×
01Thüringen~100K1.23×
02Sachsen-Anhalt~100K1.21×
03Sachsen~300K1.18×
04Rheinland-Pfalz~300K1.12×
05Brandenburg~200K1.12×
06Saarland~60K1.11×
07Bayern~700K1.02×
08Nordrhein-Westfalen~1M1.01×
09Hessen~300K1.00×
10Niedersachsen~400K0.98×
11Baden-Württemberg~600K0.96×
12Mecklenburg-Vorpommern~80K0.92×
13Schleswig-Holstein~100K0.86×
14Bremen~30K0.80×
15Berlin~200K0.78×
16Hamburg~70K0.72×
Fig. 06

Affinity by region

Affinity by region — Payback, Germany
0.72×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Payback audience
#·InterestCategoryAffinity×
01Debit MasterCardBusiness & Career31.43×
02Google WalletTechnology & Electronics29.33×
03Cashback websiteShopping23.67×
04WeeblyInternet & Social Media22.75×
05Santander BankBusiness & Career17.78×
06Contactless paymentBusiness & Career17.14×
07Business analyticsTechnology & Electronics16.05×
08CourseraBusiness & Career15.85×
09Internet privacyTechnology & Electronics14.99×
10Accounting softwareBusiness & Career14.44×
11BMW i3Cars & Mobility14.21×
12Business intelligenceBusiness & Career13.91×
13Chemical engineeringBusiness & Career12.64×
14MoodleTechnology & Electronics6.87×
15IHF World Men's Handball ChampionshipSports5.26×
16Sustainable energyHome & Garden5.11×
17ElectronicsTechnology & Electronics5.05×
18Borussia MönchengladbachSports4.27×
19Renewable energyBusiness & Career4.03×
20HermèsFashion & Accessoires3.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Payback 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 Payback audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM5.35×
SustainabilityBALANCE2.44×
Career OrientationPOWER2.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Payback audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.62×
TraditionCONSERVATISM0.70×
IndividualismJOY0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Payback's target market in Germany?

Payback's target market in Germany covers an estimated 4,486,902 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Payback customers?

63.2% of the Payback audience are female, 36.8% are male, with an average age of 41.4 years.

03

Which brands do Payback fans like most?

Payback fans show strongest brand affinity for Accounting software (14.44×), Santander Bank (17.78×), and Electronics (5.05×) over the country average.

04

Where do Payback fans live in Germany?

Payback fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Payback fans also like?

Beyond Payback itself, the audience over-indexes on Santander Bank (17.78×), Electronics (5.05×), Google Wallet (29.33×), and Sustainable energy (5.11×) compared to the Germany average.

Appendix

Explore more audiences

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

More Loyalty card audiences in Germany

See Payback audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Payback. 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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