Rascasse Audience Intelligence

SAP SE Target Market in Germany

A data profile of the people who buy, follow and care about SAP SE in Germany — modelled from more than twelve digital signal sources. SAP SE has an estimated audience of 1,537,166 people in Germany.

#9among Software in Germany#551among Brand in Germany#228in Technology & Electronics

The average SAP SE fan in Germany is 40.0 years old, more male, and lives primarily in Baden-Württemberg.

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

Top brand affinities include Enterprise software, Social network, Europe, with strongest over-indexing on Enterprise software (41.98× the country average).

Demographically, the SAP SE audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical SAP SE fan in Germany is more male, around 40.0 years old, with strong Need for Security tendencies and a notable affinity for Enterprise software.

Category: Technology & Electronics · Type: Brand · Subtype: Software

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 SAP SE profile in Germany.

Audience size
1.5M
in Germany
Gender
35.5%♀
64.5% male
Age
40.0
average years
Country rank
#4360
Brand in Germany
Fig. 01

Search interest · 12-month trend

+36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of SAP SE

35.5% are female, 64.5% are male, average age 40.0.

Fig. 02

Gender split

35.5%
Female
64.5%
Male
Demographic split for SAP SE audience in Germany
MetricValue
Female35.5%
Male64.5%
Average age40.0
Estimated audience size1,537,166
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the SAP SE audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4923%
50+19%
Fig. 04

Worldwide distribution

70.0%

of the worldwide SAP SE audience comes from Germany.

Worldwide audience distribution share by country for SAP SE
CountryShare
Germany70.0%
Switzerland5.0%
Austria4.7%
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 SAP SE audience in Germany is strongest.

Fig. 05

Top regions by affinity

SAP SE customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~400K2.07×
02Hessen~200K1.39×
03Berlin~80K1.25×
04Rheinland-Pfalz~90K1.22×
05Bayern~300K1.15×
06Hamburg~40K1.11×
07Saarland~20K1.06×
08Nordrhein-Westfalen~300K0.96×
09Sachsen~60K0.86×
10Niedersachsen~100K0.84×
11Bremen~10K0.83×
12Brandenburg~30K0.77×
13Schleswig-Holstein~40K0.76×
14Thüringen~30K0.72×
15Sachsen-Anhalt~20K0.56×
16Mecklenburg-Vorpommern~10K0.52×
Fig. 06

Affinity by region

Affinity by region — SAP SE, Germany
0.52×1.00×2.07×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for SAP SE audience
#·InterestCategoryAffinity×
01Enterprise softwareTechnology & Electronics41.98×
02Schwarz DigitsBusiness & Career26.06×
03Employment websiteBusiness & Career5.65×
04Deutsche BankBusiness & Career5.07×
05Customer serviceBusiness & Career4.45×
06CareerBusiness & Career4.41×
07Deutsche BahnCars & Mobility4.27×
08EmploymentBusiness & Career4.13×
09Social networkInternet & Social Media4.06×
10TransportCars & Mobility3.95×
11EuropeTravel & Leisure3.71×
12ManufacturingBusiness & Career3.67×
13TelevisionsTechnology & Electronics3.59×
14FacebookInternet & Social Media3.56×
15TelecommunicationTechnology & Electronics3.53×
16WhatsAppInternet & Social Media3.51×
17Mobile appTechnology & Electronics3.45×
18KauflandShopping3.18×
19Politics and social issuesPolitics & Society3.13×
20BildNews2.85×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the SAP SE 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 SAP SE audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.66×
Career OrientationPOWER2.29×
Social Media UsageJOY2.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by SAP SE audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.60×
ExtroversionTHRILL0.95×
IndividualismJOY1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is SAP SE's target market in Germany?

SAP SE's target market in Germany covers an estimated 1,537,166 people, concentrated in Baden-Württemberg and Nordrhein-Westfalen.

02

What is the gender split and age of SAP SE customers?

35.5% of the SAP SE audience are female, 64.5% are male, with an average age of 40.0 years.

03

Which brands do SAP SE fans like most?

SAP SE fans show strongest brand affinity for Enterprise software (41.98×), Social network (4.06×), and Europe (3.71×) over the country average.

04

Where do SAP SE fans live in Germany?

SAP SE fans in Germany are most concentrated in Baden-Württemberg (reach ~400K), Nordrhein-Westfalen (reach ~300K), and Bayern (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do SAP SE fans also like?

Beyond SAP SE itself, the audience over-indexes on Social network (4.06×), Europe (3.71×), Deutsche Bahn (4.27×), and Employment website (5.65×) compared to the Germany average.

Appendix

Explore more audiences

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

More Software audiences in Germany

See SAP SE audiences in other countries

How to read this data

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