Rascasse Audience Intelligence

Small business Audience in Germany

A data profile of the people who buy, follow and care about Small business in Germany — modelled from more than twelve digital signal sources. Small business has an estimated audience of 7,018,218 people in Germany.

#394among Topic in Germany#78in Business & Career

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, Nordrhein-Westfalen, Bayern.

Top brand affinities include Nature, Telegram, Family, with strongest over-indexing on Nature (3.14× 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 Community Orientation, Sustainability.

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

The typical Small business fan in Germany is balanced, around 38.7 years old, with strong Community Orientation tendencies and a notable affinity for Nature.

Category: Business & Career · Type: Topic

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 business profile in Germany.

Audience size
7M
in Germany
Gender
48.0%♀
52.0% male
Age
38.7
average years
Country rank
#643
Topic in Germany
Fig. 01

Search interest · 12-month trend

-19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Small business fans

48.0% are female, 52.0% are male, average age 38.7.

Fig. 02

Gender split

48.0%
Female
52.0%
Male
Demographic split for Small business audience in Germany
MetricValue
Female48.0%
Male52.0%
Average age38.7
Estimated audience size7,018,218
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Small business audience in Germany
Age bracketShare%
16-1921%
20-2919%
30-3920%
40-4921%
50+18%
Fig. 04

Worldwide distribution

2.3%

of the worldwide Small business audience comes from Germany.

Worldwide audience distribution share by country for Small business
CountryShare
United States20.5%
Japan4.5%
Brazil4.3%
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 business audience in Germany is strongest.

Fig. 05

Top regions by affinity

Small business fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen~600K1.83×
02Berlin~500K1.75×
03Baden-Württemberg~1.5M1.46×
04Bremen~70K1.15×
05Brandenburg~200K1.11×
06Niedersachsen~700K1.04×
07Rheinland-Pfalz~300K0.97×
08Hessen~500K0.89×
09Thüringen~200K0.89×
10Schleswig-Holstein~200K0.88×
11Mecklenburg-Vorpommern~100K0.86×
12Saarland~70K0.85×
13Sachsen-Anhalt~200K0.83×
14Bayern~900K0.81×
15Hamburg~100K0.81×
16Nordrhein-Westfalen~1M0.78×
Fig. 06

Affinity by region

Affinity by region — Small business, Germany
0.78×1.00×1.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Small business audience
#·InterestCategoryAffinity×
01TelegramInternet & Social Media4.88×
02Travel BloggerTravel & Leisure4.30×
03Bedroom furnitureHome & Garden4.07×
04NatureHome & Garden3.14×
05VacationsTravel & Leisure2.78×
06Property finderHome & Garden2.76×
07Job interviewBusiness & Career2.50×
08LodgingTravel & Leisure2.43×
09HugendubelShopping2.26×
10FamilyKids & Family2.25×
11Luxury goodsFashion & Accessoires2.18×
12EmailTechnology & Electronics2.09×
13EntrepreneurshipBusiness & Career2.06×
14AirbnbTravel & Leisure2.04×
15RenovationHome & Garden2.01×
16BreuningerFashion & Accessoires2.01×
17German languagePolitics & Society1.98×
18BatmanMovies & TV1.88×
19Do it yourself (DIY)Home & Garden1.79×
20GermanyTravel & Leisure1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Small business 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 business audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.77×
SustainabilityBALANCE1.74×
Luxury OrientationPREMIUM1.72×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Small business audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.94×
Convenience OrientationPREMIUM1.02×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Nordrhein-Westfalen.

02

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.

03

Which brands do Small business fans like most?

Small business fans show strongest brand affinity for Nature (3.14×), Telegram (4.88×), and Family (2.25×) over the country average.

04

Where do Small business fans live in Germany?

Small business fans in Germany are most concentrated in Baden-Württemberg (reach ~1.5M), Nordrhein-Westfalen (reach ~1M), and Bayern (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Small business fans also like?

Beyond Small business itself, the audience over-indexes on Telegram (4.88×), Family (2.25×), Germany (1.68×), and Vacations (2.78×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Small business audiences in other countries

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.

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