Rascasse Audience Intelligence

Retirement Audience in Germany

A data profile of the people who buy, follow and care about Retirement in Germany — modelled from more than twelve digital signal sources. Retirement has an estimated audience of 775,151 people in Germany.

#3664among Topic in Germany#677in Business & Career

The average Retirement fan in Germany is 41.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Retirement age, Retirement planning, Social movement, with strongest over-indexing on Retirement age (42.5× the country average).

Demographically, the Retirement audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Quality Awareness, Risk Appetite.

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

The typical Retirement fan in Germany is more female, around 41.5 years old, with strong Quality Awareness tendencies and a notable affinity for Retirement age.

Category: Business & Career · 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 Retirement profile in Germany.

Audience size
775K
in Germany
Gender
57.3%♀
42.7% male
Age
41.5
average years
Country rank
#8122
Topic in Germany
Fig. 01

Search interest · 12-month trend

+8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Retirement fans

57.3% are female, 42.7% are male, average age 41.5.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for Retirement audience in Germany
MetricValue
Female57.3%
Male42.7%
Average age41.5
Estimated audience size775,151
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Retirement audience in Germany
Age bracketShare%
16-1919%
20-2913%
30-3917%
40-4926%
50+25%
Fig. 04

Worldwide distribution

1.4%

of the worldwide Retirement audience comes from Germany.

Worldwide audience distribution share by country for Retirement
CountryShare
United States38.5%
United Kingdom4.9%
Australia3.6%
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 Retirement audience in Germany is strongest.

Fig. 05

Top regions by affinity

Retirement fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~90K1.47×
02Rheinland-Pfalz~50K1.17×
03Nordrhein-Westfalen~200K1.13×
04Bayern~100K1.10×
05Hamburg~20K1.08×
06Baden-Württemberg~100K1.06×
07Bremen~7K1.05×
08Berlin~40K1.02×
09Schleswig-Holstein~30K1.02×
10Niedersachsen~80K1.01×
11Saarland~9K0.93×
12Thüringen~20K0.88×
13Sachsen~30K0.86×
14Brandenburg~20K0.86×
15Mecklenburg-Vorpommern~10K0.81×
16Sachsen-Anhalt~20K0.79×
Fig. 06

Affinity by region

Affinity by region — Retirement, Germany
0.79×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Retirement audience
#·InterestCategoryAffinity×
01Retirement ageBusiness & Career42.50×
02Life expectancyHealth28.07×
03GerontologyHealth26.79×
04Young Socialists in the SPDPolitics & Society21.88×
05Retirement planningBusiness & Career20.48×
06PensionerBusiness & Career20.43×
07Riester RenteBusiness & Career13.41×
08Retirement communityKids & Family13.02×
09Old agePolitics & Society11.38×
10IncomeBusiness & Career9.26×
11Social movementPolitics & Society8.65×
12Social changePolitics & Society8.56×
13Lars KlingbeilPolitics & Society8.29×
14Heidi ReichinnekPolitics & Society7.98×
15FundingBusiness & Career7.34×
16Kitchen utensilHome & Garden7.01×
17Anti-aging creamBeauty & Wellness5.83×
18KitchenwareHome & Garden5.77×
19IndividualPolitics & Society5.48×
20SunExpressTravel & Leisure4.05×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Retirement 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 Retirement audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.45×
Risk AppetiteTHRILL2.18×
Design AffinityPREMIUM1.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Retirement audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.86×
TraditionCONSERVATISM0.90×
SpiritualityBALANCE0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Retirement have in Germany?

Retirement has an estimated audience of 775,151 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Retirement fans?

57.3% of Retirement fans are female, 42.7% are male, with an average age of 41.5 years.

03

Which brands do Retirement fans like most?

Retirement fans show strongest brand affinity for Retirement age (42.5×), Retirement planning (20.48×), and Social movement (8.65×) over the country average.

04

Where do Retirement fans live in Germany?

Retirement fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Retirement fans also like?

Beyond Retirement itself, the audience over-indexes on Retirement planning (20.48×), Social movement (8.65×), Social change (8.56×), and Retirement community (13.02×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Retirement audiences in other countries

How to read this data

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