Sharing economy Audience in Germany
Sharing economy has an estimated audience of 849,772 people in Germany. 49.8% are female, 50.2% are male, average age 43.7. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Hospitality service, BlaBlaCar, Airbnb, CouchSurfing, Grover.
The average Sharing economy fan in Germany is 43.7 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Hospitality service, BlaBlaCar, Airbnb, with strongest over-indexing on Hospitality service (22.72× the country average). Demographically, the Sharing economy audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Design Affinity, Pet Ownership. 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 Sharing economy fans
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 43.7 |
| Estimated audience size | 849,772 |
Audience persona
The typical Sharing economy fan in Germany is balanced, around 43.7 years old, with strong Design Affinity tendencies and a notable affinity for Hospitality service.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 187,746 | 1.01× |
| Baden-Württemberg | 159,598 | 1.38× |
| Bayern | 129,341 | 0.95× |
| Hessen | 67,845 | 1.05× |
| Niedersachsen | 66,841 | 0.81× |
| Sachsen | 66,123 | 1.59× |
| Berlin | 58,698 | 1.54× |
| Rheinland-Pfalz | 40,275 | 0.95× |
| Schleswig-Holstein | 29,938 | 0.98× |
| Hamburg | 24,840 | 1.29× |
| Brandenburg | 22,822 | 0.87× |
| Thüringen | 12,268 | 0.57× |
| Sachsen-Anhalt | 11,914 | 0.54× |
| Mecklenburg-Vorpommern | 9,082 | 0.56× |
| Saarland | 8,333 | 0.8× |
| Bremen | 8,178 | 1.13× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hospitality service | 22.72× | Travel & Leisure |
| BlaBlaCar | 15.84× | Cars & Mobility |
| Airbnb | 5.09× | Travel & Leisure |
| CouchSurfing | 27.78× | Travel & Leisure |
| Grover | 14.07× | Technology & Electronics |
| Online marketplace | 9.28× | Internet & Social Media |
| Jobrad | 10.89× | Cars & Mobility |
| Homestay | 17.19× | Travel & Leisure |
| Home exchange | 32.17× | Home & Garden |
| Special Olympics | 19.23× | Sports |
| Tagesschau | 1.81× | Movies & TV |
| Etstur | 11.32× | Travel & Leisure |
| Ryanair | 2.21× | Travel & Leisure |
| FlixBus | 2.73× | Cars & Mobility |
| Eurowings | 2.11× | Travel & Leisure |
| Lufthansa | 1.91× | Travel & Leisure |
| 1.53× | Internet & Social Media | |
| Lieferando.de | 1.63× | Food & Beverages |
| Deutsche Bahn | 1.53× | Cars & Mobility |
| MakeMyTrip | 11.41× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.6 |
| Pet Ownership | JOY | 1.5 |
| Patriotism | CONSERVATISM | 1.44 |
| Travelling | THRILL | 1.38 |
| Community Orientation | OPEN | 1.34 |
| Indulgence | JOY | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.3% |
| France | 9.6% |
| United Kingdom | 7.6% |
See Sharing economy 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 Sharing economy have in Germany?
Sharing economy has an estimated audience of 849,772 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Sharing economy fans?
49.8% of Sharing economy fans are female, 50.2% are male, with an average age of 43.7 years.
Which brands do Sharing economy fans like most?
Sharing economy fans show strongest brand affinity for Hospitality service (22.72×), BlaBlaCar (15.84×), and Airbnb (5.09×) over the country average.
Where do Sharing economy fans live in Germany?
Sharing economy fans in Germany are most concentrated in Nordrhein-Westfalen (reach 187,746), Baden-Württemberg (reach 159,598), and Bayern (reach 129,341). These three regions account for the largest share of the active audience.
What other brands do Sharing economy fans also like?
Beyond Sharing economy itself, the audience over-indexes on BlaBlaCar (15.84×), Airbnb (5.09×), CouchSurfing (27.78×), and Grover (14.07×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sharing economy. 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.