Safety Audience in Germany
Safety has an estimated audience of 1,055,458 people in Germany. 34.9% are female, 65.1% are male, average age 37.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Pillow, Cocktail, Urban Outfitters, Unique Gifts, Stucco.
The average Safety fan in Germany is 37.0 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Pillow, Cocktail, Urban Outfitters, with strongest over-indexing on Pillow (1.98× the country average). Demographically, the Safety audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Patriotism, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Safety fans
| Metric | Value |
|---|---|
| Female | 34.9% |
| Male | 65.1% |
| Average age | 37.0 |
| Estimated audience size | 1,055,458 |
Audience persona
The typical Safety fan in Germany is more male, around 37.0 years old, with strong Patriotism tendencies and a notable affinity for Pillow.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 236,252 | 1.02× |
| Bayern | 214,287 | 1.26× |
| Baden-Württemberg | 183,767 | 1.28× |
| Hessen | 157,805 | 1.96× |
| Niedersachsen | 92,863 | 0.91× |
| Rheinland-Pfalz | 53,081 | 1× |
| Berlin | 51,323 | 1.09× |
| Sachsen | 48,512 | 0.94× |
| Schleswig-Holstein | 31,426 | 0.83× |
| Hamburg | 27,807 | 1.17× |
| Brandenburg | 26,057 | 0.8× |
| Thüringen | 20,704 | 0.77× |
| Sachsen-Anhalt | 19,735 | 0.72× |
| Mecklenburg-Vorpommern | 13,264 | 0.66× |
| Saarland | 9,278 | 0.72× |
| Bremen | 7,987 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Pillow | 1.98× | Home & Garden |
| Cocktail | 1.58× | Food & Beverages |
| Urban Outfitters | 2.1× | Shopping |
| Unique Gifts | 1.65× | Shopping |
| Stucco | 2.93× | Home & Garden |
| Video izle | 3.69× | |
| Golem | 3.38× | Technology & Electronics |
| Hotel Vier Jahreszeiten Kempinski | 17.84× | Travel & Leisure |
| Stradivarius | 1.64× | Shopping |
| 3D printing | 2.15× | Technology & Electronics |
| Moroccan riad | 5.81× | Politics & Society |
| Birthday Gifts | 1.56× | Kids & Family |
| Israel | 1.73× | Travel & Leisure |
| MK | 2.26× | Music & Radio |
| Hipster | 5.6× | Politics & Society |
| Metamorphoses | 2.19× | Literature |
| Icon (magazine) | 1.58× | Arts & Culture |
| Este, Veneto | 1.54× | Travel & Leisure |
| HardwareZone | 17.84× | Technology & Electronics |
| Corfu (regional unit) | 1.68× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 2.06 |
| Need for Security | CONSERVATISM | 1.96 |
| Indulgence | JOY | 1.65 |
| DIY Mentality | THRILL | 1.55 |
| Family Orientation | CONSERVATISM | 1.47 |
| Convenience Orientation | PREMIUM | 1.46 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.8% |
| United Kingdom | 5.6% |
| Canada | 3.6% |
See Safety audiences in other countries
More Home & Garden 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 Safety have in Germany?
Safety has an estimated audience of 1,055,458 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Safety fans?
34.9% of Safety fans are female, 65.1% are male, with an average age of 37.0 years.
Which brands do Safety fans like most?
Safety fans show strongest brand affinity for Pillow (1.98×), Cocktail (1.58×), and Urban Outfitters (2.1×) over the country average.
Where do Safety fans live in Germany?
Safety fans in Germany are most concentrated in Nordrhein-Westfalen (reach 236,252), Bayern (reach 214,287), and Baden-Württemberg (reach 183,767). These three regions account for the largest share of the active audience.
What other brands do Safety fans also like?
Beyond Safety itself, the audience over-indexes on Cocktail (1.58×), Urban Outfitters (2.1×), Unique Gifts (1.65×), and Stucco (2.93×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Safety. 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.