Rascasse Audience Intelligence

Property insurance Audience in Germany

A data profile of the people who buy, follow and care about Property insurance in Germany — modelled from more than twelve digital signal sources. Property insurance has an estimated audience of 536,919 people in Germany.

#4491among Topic in Germany#629in Home & Garden

The average Property insurance fan in Germany is 43.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Home insurance, Tax preparation, Insurance policy, with strongest over-indexing on Home insurance (150.76× the country average).

Demographically, the Property insurance audience skews more male with an average age of 43.2, and over-indexes on personality traits such as Risk Appetite, Travelling.

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

The typical Property insurance fan in Germany is more male, around 43.2 years old, with strong Risk Appetite tendencies and a notable affinity for Home insurance.

Category: Home & Garden · 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 Property insurance profile in Germany.

Audience size
537K
in Germany
Gender
38.1%♀
61.9% male
Age
43.2
average years
Country rank
#11063
Topic in Germany
Fig. 01

Search interest · 12-month trend

-45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Property insurance fans

38.1% are female, 61.9% are male, average age 43.2.

Fig. 02

Gender split

38.1%
Female
61.9%
Male
Demographic split for Property insurance audience in Germany
MetricValue
Female38.1%
Male61.9%
Average age43.2
Estimated audience size536,919
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Property insurance audience in Germany
Age bracketShare%
16-1912%
20-2916%
30-3921%
40-4923%
50+28%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Property insurance audience comes from Germany.

Worldwide audience distribution share by country for Property insurance
CountryShare
United States16.8%
India14.9%
Japan4.5%
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 Property insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Property insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~6K1.41×
02Saarland~8K1.28×
03Mecklenburg-Vorpommern~10K1.11×
04Thüringen~10K1.06×
05Sachsen-Anhalt~10K1.05×
06Brandenburg~20K0.99×
07Hamburg~10K0.95×
08Hessen~40K0.93×
09Schleswig-Holstein~20K0.93×
10Rheinland-Pfalz~20K0.90×
11Sachsen~20K0.89×
12Berlin~20K0.87×
13Baden-Württemberg~60K0.84×
14Niedersachsen~40K0.81×
15Nordrhein-Westfalen~90K0.77×
16Bayern~60K0.74×
Fig. 06

Affinity by region

Affinity by region — Property insurance, Germany
0.74×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Property insurance audience
#·InterestCategoryAffinity×
01Tax preparationBusiness & Career348.57×
02Mutual insuranceBusiness & Career314.01×
03Tax refundBusiness & Career186.11×
04Home insuranceBusiness & Career150.76×
05Insurance policyBusiness & Career147.40×
06General insuranceBusiness & Career147.07×
07Liability insuranceBusiness & Career112.54×
08WISO SteuerBusiness & Career95.65×
09HanseMerkurBusiness & Career86.75×
10Pet insurancePets & Animals81.71×
11Whole life insuranceBusiness & Career79.79×
12KKHBusiness & Career79.72×
13CosmosdirektBusiness & Career79.30×
14National health insuranceBusiness & Career68.00×
15GeneraliBusiness & Career60.98×
16Techniker KrankenkasseBusiness & Career57.29×
17BarmerBusiness & Career57.29×
18IKK classicBusiness & Career57.29×
19HUK-CoburgBusiness & Career45.84×
20AOKBusiness & Career44.83×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Property insurance 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 Property insurance audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL7.79×
TravellingTHRILL6.25×
Family OrientationCONSERVATISM3.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Property insurance audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.64×
Urban LifestyleOPEN0.74×
Pet OwnershipJOY0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Property insurance have in Germany?

Property insurance has an estimated audience of 536,919 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Property insurance fans?

38.1% of Property insurance fans are female, 61.9% are male, with an average age of 43.2 years.

03

Which brands do Property insurance fans like most?

Property insurance fans show strongest brand affinity for Home insurance (150.76×), Tax preparation (348.57×), and Insurance policy (147.4×) over the country average.

04

Where do Property insurance fans live in Germany?

Property insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~60K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Property insurance fans also like?

Beyond Property insurance itself, the audience over-indexes on Tax preparation (348.57×), Insurance policy (147.4×), Techniker Krankenkasse (57.29×), and WISO Steuer (95.65×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Property insurance audiences in other countries

How to read this data

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