Procurement Audience in Germany
Procurement has an estimated audience of 1,042,091 people in Germany. 29.9% are female, 70.1% are male, average age 41.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: TravelCenters of America, Wellness (alternative medicine), Mindfulness, Meditation, Religion.
The average Procurement fan in Germany is 41.9 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include TravelCenters of America, Wellness (alternative medicine), Mindfulness, with strongest over-indexing on TravelCenters of America (33.94× the country average). Demographically, the Procurement audience skews more male with an average age of 41.9, and over-indexes on personality traits such as Indulgence, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Procurement fans
| Metric | Value |
|---|---|
| Female | 29.9% |
| Male | 70.1% |
| Average age | 41.9 |
| Estimated audience size | 1,042,091 |
Audience persona
The typical Procurement fan in Germany is more male, around 41.9 years old, with strong Indulgence tendencies and a notable affinity for TravelCenters of America.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 259,080 | 1.14× |
| Bayern | 242,017 | 1.44× |
| Baden-Württemberg | 183,531 | 1.29× |
| Hessen | 157,602 | 1.98× |
| Niedersachsen | 79,867 | 0.79× |
| Berlin | 73,432 | 1.58× |
| Rheinland-Pfalz | 45,126 | 0.86× |
| Hamburg | 39,268 | 1.67× |
| Sachsen | 35,344 | 0.69× |
| Schleswig-Holstein | 33,316 | 0.89× |
| Brandenburg | 19,532 | 0.6× |
| Thüringen | 12,572 | 0.47× |
| Sachsen-Anhalt | 11,838 | 0.44× |
| Bremen | 10,051 | 1.13× |
| Saarland | 8,399 | 0.66× |
| Mecklenburg-Vorpommern | 7,250 | 0.36× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| TravelCenters of America | 33.94× | Travel & Leisure |
| Wellness (alternative medicine) | 4.94× | Health |
| Mindfulness | 6.82× | Health |
| Meditation | 4.56× | Health |
| Religion | 4.15× | Business & Career |
| Matahari (department store) | 25.94× | Fashion & Accessoires |
| Indeed.com | 3.67× | Business & Career |
| Aral AG | 2.68× | Cars & Mobility |
| Spirituality | 4.52× | Health |
| Borussia Dortmund | 1.54× | Sports |
| Total quality management | 12.07× | Business & Career |
| Shopping | 1.63× | Shopping |
| Design | 1.72× | Home & Garden |
| Christmas | 3.72× | Kids & Family |
| Business | 1.81× | Business & Career |
| Netto Marken-Discount | 2.18× | Shopping |
| Online shopping | 1.64× | Shopping |
| 1.75× | Internet & Social Media | |
| Beauty | 1.63× | Beauty & Wellness |
| Automobiles | 1.95× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.82 |
| Need for Security | CONSERVATISM | 2.08 |
| Price Sensitivity | PREMIUM | 1.55 |
| Career Orientation | POWER | 1.45 |
| Patriotism | CONSERVATISM | 1.28 |
| Family Orientation | CONSERVATISM | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 9.8% |
| India | 7.2% |
| Brazil | 6.5% |
See Procurement audiences in other countries
More Business & Career 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 Procurement have in Germany?
Procurement has an estimated audience of 1,042,091 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Procurement fans?
29.9% of Procurement fans are female, 70.1% are male, with an average age of 41.9 years.
Which brands do Procurement fans like most?
Procurement fans show strongest brand affinity for TravelCenters of America (33.94×), Wellness (alternative medicine) (4.94×), and Mindfulness (6.82×) over the country average.
Where do Procurement fans live in Germany?
Procurement fans in Germany are most concentrated in Nordrhein-Westfalen (reach 259,080), Bayern (reach 242,017), and Baden-Württemberg (reach 183,531). These three regions account for the largest share of the active audience.
What other brands do Procurement fans also like?
Beyond Procurement itself, the audience over-indexes on Wellness (alternative medicine) (4.94×), Mindfulness (6.82×), Meditation (4.56×), and Religion (4.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Procurement. 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.