Small business Audience in Germany
Small business has an estimated audience of 7,018,218 people in Germany. 48.0% are female, 52.0% are male, average age 38.7. Top regions: Baden-Württemberg, Bayern, Nordrhein-Westfalen. Top brand affinities: Gil Ofarim, Stradivarius, Israel, Cachorro, Home Delivery.
The average Small business fan in Germany is 38.7 years old, balanced, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Bayern, Nordrhein-Westfalen. Top brand affinities include Gil Ofarim, Stradivarius, Israel, with strongest over-indexing on Gil Ofarim (2.36× the country average). Demographically, the Small business audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Sustainability, LGBTQ+ Identity. 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 Small business fans
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 38.7 |
| Estimated audience size | 7,018,218 |
Audience persona
The typical Small business fan in Germany is balanced, around 38.7 years old, with strong Sustainability tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 1,422,992 | 1.49× |
| Bayern | 1,005,762 | 0.89× |
| Nordrhein-Westfalen | 844,198 | 0.55× |
| Niedersachsen | 787,020 | 1.15× |
| Hessen | 476,730 | 0.89× |
| Berlin | 449,535 | 1.43× |
| Sachsen | 423,681 | 1.23× |
| Rheinland-Pfalz | 384,535 | 1.09× |
| Schleswig-Holstein | 242,371 | 0.96× |
| Brandenburg | 224,161 | 1.03× |
| Sachsen-Anhalt | 145,286 | 0.8× |
| Thüringen | 142,429 | 0.8× |
| Hamburg | 140,726 | 0.89× |
| Mecklenburg-Vorpommern | 114,773 | 0.86× |
| Bremen | 72,405 | 1.21× |
| Saarland | 63,133 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 2.36× | Music & Radio |
| Stradivarius | 1.97× | Shopping |
| Israel | 1.55× | Travel & Leisure |
| Cachorro | 2.35× | Pets & Animals |
| Home Delivery | 1.82× | Food & Beverages |
| Corfu (regional unit) | 1.91× | Travel & Leisure |
| Volvo V60 | 2.81× | Cars & Mobility |
| Bank account | 1.62× | Business & Career |
| Headhunters (film) | 2.37× | Movies & TV |
| Buddy – The Buddy Holly Story | 2.37× | Music & Radio |
| Figure painting (hobby) | 1.97× | Arts & Culture |
| Building insulation | 2.03× | Home & Garden |
| Keeper (password manager) | 2× | Technology & Electronics |
| Jesse Plemons | 1.54× | Movies & TV |
| Glashütte | 1.99× | Travel & Leisure |
| Pantsuit | 2.85× | Fashion & Accessoires |
| San Gil | 1.79× | Travel & Leisure |
| Theocracy | 4.19× | Music & Radio |
| Zagreb | 1.54× | Travel & Leisure |
| Fantasy Earth: Zero | 2.53× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.58 |
| LGBTQ+ Identity | OPEN | 1.56 |
| Indulgence | JOY | 1.46 |
| DIY Mentality | THRILL | 1.46 |
| Luxury Orientation | PREMIUM | 1.42 |
| Travelling | THRILL | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
See Small business 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 Small business have in Germany?
Small business has an estimated audience of 7,018,218 people in Germany, concentrated in Baden-Württemberg and Bayern.
What is the gender split and age of Small business fans?
48.0% of Small business fans are female, 52.0% are male, with an average age of 38.7 years.
Which brands do Small business fans like most?
Small business fans show strongest brand affinity for Gil Ofarim (2.36×), Stradivarius (1.97×), and Israel (1.55×) over the country average.
Where do Small business fans live in Germany?
Small business fans in Germany are most concentrated in Baden-Württemberg (reach 1,422,992), Bayern (reach 1,005,762), and Nordrhein-Westfalen (reach 844,198). These three regions account for the largest share of the active audience.
What other brands do Small business fans also like?
Beyond Small business itself, the audience over-indexes on Stradivarius (1.97×), Israel (1.55×), Cachorro (2.35×), and Home Delivery (1.82×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Small business. 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.