Rascasse Audience Intelligence

Small and medium enterprises Audience in Germany

A data profile of the people who buy, follow and care about Small and medium enterprises in Germany — modelled from more than twelve digital signal sources. Small and medium enterprises has an estimated audience of 6,243,610 people in Germany.

#36among Field of study in Germany#466among Topic in Germany#93in Business & Career

The average Small and medium enterprises fan in Germany is 41.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Real property, Nature, Telegram, with strongest over-indexing on Real property (9.84× the country average).

Demographically, the Small and medium enterprises audience skews balanced with an average age of 41.9, and over-indexes on personality traits such as Quality Awareness, Community Orientation.

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

The typical Small and medium enterprises fan in Germany is balanced, around 41.9 years old, with strong Quality Awareness tendencies and a notable affinity for Real property.

Category: Business & Career · Type: Topic · Subtype: Field of study

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 Small and medium enterprises profile in Germany.

Audience size
6.2M
in Germany
Gender
45.2%♀
54.8% male
Age
41.9
average years
Country rank
#755
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Small and medium enterprises fans

45.2% are female, 54.8% are male, average age 41.9.

Fig. 02

Gender split

45.2%
Female
54.8%
Male
Demographic split for Small and medium enterprises audience in Germany
MetricValue
Female45.2%
Male54.8%
Average age41.9
Estimated audience size6,243,610
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Small and medium enterprises audience in Germany
Age bracketShare%
16-1911%
20-2918%
30-3924%
40-4925%
50+22%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Small and medium enterprises audience comes from Germany.

Worldwide audience distribution share by country for Small and medium enterprises
CountryShare
United States7.7%
Brazil7.6%
Italy4.4%
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 Small and medium enterprises audience in Germany is strongest.

Fig. 05

Top regions by affinity

Small and medium enterprises fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~80K1.51×
02Saarland~100K1.28×
03Mecklenburg-Vorpommern~100K1.13×
04Berlin~300K1.11×
05Thüringen~200K1.08×
06Sachsen-Anhalt~200K1.02×
07Hessen~500K0.99×
08Brandenburg~200K0.99×
09Hamburg~100K0.93×
10Schleswig-Holstein~200K0.91×
11Rheinland-Pfalz~300K0.89×
12Sachsen~300K0.88×
13Niedersachsen~500K0.78×
14Bayern~700K0.74×
15Baden-Württemberg~600K0.73×
16Nordrhein-Westfalen~900K0.65×
Fig. 06

Affinity by region

Affinity by region — Small and medium enterprises, Germany
0.65×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Small and medium enterprises audience
#·InterestCategoryAffinity×
01Real propertyHome & Garden9.84×
02TelegramInternet & Social Media4.81×
03MoodleTechnology & Electronics4.75×
04VolunteeringPolitics & Society3.08×
05NatureHome & Garden2.95×
06Efficient energy useTechnology & Electronics2.92×
07Robert RedfordMovies & TV2.87×
08ActivismPolitics & Society2.86×
09VacationsTravel & Leisure2.65×
10InnovationBusiness & Career2.52×
11FamilyKids & Family2.14×
12TransfermarktSports2.12×
13RenovationHome & Garden2.08×
14TagesschauMovies & TV2.06×
15Google MapsInternet & Social Media1.95×
16German languagePolitics & Society1.93×
17Netto Marken-DiscountShopping1.83×
18CommerzbankBusiness & Career1.76×
19EntrepreneurshipBusiness & Career1.71×
20GermanyTravel & Leisure1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Small and medium enterprises 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 Small and medium enterprises audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.10×
Community OrientationOPEN1.64×
Risk AppetiteTHRILL1.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Small and medium enterprises audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.96×
Sports ActivityPOWER0.96×
CreativityOPEN1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Small and medium enterprises have in Germany?

Small and medium enterprises has an estimated audience of 6,243,610 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Small and medium enterprises fans?

45.2% of Small and medium enterprises fans are female, 54.8% are male, with an average age of 41.9 years.

03

Which brands do Small and medium enterprises fans like most?

Small and medium enterprises fans show strongest brand affinity for Real property (9.84×), Nature (2.95×), and Telegram (4.81×) over the country average.

04

Where do Small and medium enterprises fans live in Germany?

Small and medium enterprises fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Small and medium enterprises fans also like?

Beyond Small and medium enterprises itself, the audience over-indexes on Nature (2.95×), Telegram (4.81×), Family (2.14×), and Tagesschau (2.06×) compared to the Germany average.

Appendix

Explore more audiences

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

More Field of study audiences in Germany

See Small and medium enterprises audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Small and medium enterprises. 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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