Salary Audience in Germany
Salary has an estimated audience of 342,840 people in Germany. 41.1% are female, 58.9% are male, average age 36.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Nuts (film), Manor, Laneige, Mechanic, Hakone, Kanagawa.
The average Salary fan in Germany is 36.8 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Nuts (film), Manor, Laneige, with strongest over-indexing on Nuts (film) (27.42× the country average). Demographically, the Salary audience skews more male with an average age of 36.8, and over-indexes on personality traits such as Need for Security, Convenience Orientation. 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 Salary fans
| Metric | Value |
|---|---|
| Female | 41.1% |
| Male | 58.9% |
| Average age | 36.8 |
| Estimated audience size | 342,840 |
Audience persona
The typical Salary fan in Germany is more male, around 36.8 years old, with strong Need for Security tendencies and a notable affinity for Nuts (film).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 77,728 | 1.04× |
| Bayern | 65,493 | 1.19× |
| Baden-Württemberg | 50,135 | 1.07× |
| Hessen | 44,725 | 1.71× |
| Niedersachsen | 29,479 | 0.89× |
| Berlin | 26,032 | 1.7× |
| Rheinland-Pfalz | 17,312 | 1.01× |
| Sachsen | 13,429 | 0.8× |
| Schleswig-Holstein | 10,701 | 0.87× |
| Hamburg | 10,470 | 1.35× |
| Brandenburg | 7,951 | 0.75× |
| Sachsen-Anhalt | 5,420 | 0.61× |
| Thüringen | 5,361 | 0.61× |
| Mecklenburg-Vorpommern | 3,716 | 0.57× |
| Bremen | 3,296 | 1.12× |
| Saarland | 3,022 | 0.72× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Nuts (film) | 27.42× | Movies & TV |
| Manor | 19.44× | Shopping |
| Laneige | 14.1× | Beauty & Wellness |
| Mechanic | 4.13× | Cars & Mobility |
| Hakone, Kanagawa | 7.79× | Travel & Leisure |
| Christmas Gift | 2.03× | Kids & Family |
| Progressive rock | 1.83× | Music & Radio |
| Medieval fantasy | 12.74× | Literature |
| Unique Gifts | 1.55× | Shopping |
| Jack White | 1.86× | Movies & TV |
| Este, Veneto | 2.26× | Travel & Leisure |
| Esra Erol | 4.98× | Movies & TV |
| Natural rubber | 1.63× | Cars & Mobility |
| Video izle | 2.15× | |
| Buying a House | 3.68× | Home & Garden |
| Faun (band) | 2.68× | Music & Radio |
| Noodle (Gorillaz) | 1.86× | Music & Radio |
| Fat-tailed sheep | 12.41× | Pets & Animals |
| HODINKEE | 5.89× | Fashion & Accessoires |
| Samanyolu Haber | 2.47× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.63 |
| Convenience Orientation | PREMIUM | 1.44 |
| Pet Ownership | JOY | 1.26 |
| Indulgence | JOY | 1.25 |
| LGBTQ+ Identity | OPEN | 1.19 |
| Career Orientation | POWER | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 23.0% |
| United States | 16.0% |
| Malaysia | 5.0% |
See Salary 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 Salary have in Germany?
Salary has an estimated audience of 342,840 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Salary fans?
41.1% of Salary fans are female, 58.9% are male, with an average age of 36.8 years.
Which brands do Salary fans like most?
Salary fans show strongest brand affinity for Nuts (film) (27.42×), Manor (19.44×), and Laneige (14.1×) over the country average.
Where do Salary fans live in Germany?
Salary fans in Germany are most concentrated in Nordrhein-Westfalen (reach 77,728), Bayern (reach 65,493), and Baden-Württemberg (reach 50,135). These three regions account for the largest share of the active audience.
What other brands do Salary fans also like?
Beyond Salary itself, the audience over-indexes on Manor (19.44×), Laneige (14.1×), Mechanic (4.13×), and Hakone, Kanagawa (7.79×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Salary. 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.