Smile Audience in Germany
Smile has an estimated audience of 3,191,979 people in Germany. 58.0% are female, 42.0% are male, average age 39.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Satire, ICloud, German television comedy, Google News, Spiegel Online.
The average Smile fan in Germany is 39.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Satire, ICloud, German television comedy, with strongest over-indexing on Satire (7.3× the country average). Demographically, the Smile audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Sports Activity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Beauty
Demographics of Smile fans
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 39.1 |
| Estimated audience size | 3,191,979 |
Audience persona
The typical Smile fan in Germany is more female, around 39.1 years old, with strong Sports Activity tendencies and a notable affinity for Satire.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 802,981 | 1.15× |
| Bayern | 551,793 | 1.08× |
| Baden-Württemberg | 463,524 | 1.06× |
| Niedersachsen | 316,648 | 1.02× |
| Hessen | 296,906 | 1.22× |
| Berlin | 166,523 | 1.17× |
| Rheinland-Pfalz | 166,413 | 1.04× |
| Schleswig-Holstein | 107,272 | 0.94× |
| Brandenburg | 98,905 | 1× |
| Sachsen | 93,279 | 0.6× |
| Sachsen-Anhalt | 83,151 | 1.01× |
| Thüringen | 77,965 | 0.96× |
| Hamburg | 77,908 | 1.08× |
| Mecklenburg-Vorpommern | 49,841 | 0.82× |
| Saarland | 38,321 | 0.98× |
| Bremen | 24,321 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Satire | 7.3× | Literature |
| ICloud | 6.36× | Technology & Electronics |
| German television comedy | 7× | Movies & TV |
| Google News | 4.7× | News |
| Spiegel Online | 2.22× | News |
| Headphones | 4.93× | Technology & Electronics |
| Western Union | 3.71× | Business & Career |
| Country rap | 5.19× | Music & Radio |
| Keratin | 5.08× | Beauty & Wellness |
| Kurdistan | 8.13× | Travel & Leisure |
| Flowering plant | 3.82× | Home & Garden |
| Frida Kahlo | 5.29× | Arts & Culture |
| Airbnb | 1.86× | Travel & Leisure |
| Vacations | 2.11× | Travel & Leisure |
| Do it yourself (DIY) | 1.64× | Home & Garden |
| Allgäu | 4.23× | Travel & Leisure |
| McCafé | 5.9× | Food & Beverages |
| German language | 1.97× | Politics & Society |
| Succulent plant | 3.41× | Home & Garden |
| Pillow | 3.2× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.34 |
| DIY Mentality | THRILL | 1.28 |
| Design Affinity | PREMIUM | 1.21 |
| Luxury Orientation | PREMIUM | 1.2 |
| Mindfulness | BALANCE | 1.18 |
| Pet Ownership | JOY | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.9% |
| Brazil | 5.5% |
| United Kingdom | 4.8% |
See Smile audiences in other countries
More Beauty audiences in Germany
- Beauty (29,225,665)
- Rituals (8,692,158)
- Lip (3,233,446)
- Beauty & Fashion (2,749,201)
- Flaconi (2,524,705)
Frequently asked questions
How many fans does Smile have in Germany?
Smile has an estimated audience of 3,191,979 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Smile fans?
58.0% of Smile fans are female, 42.0% are male, with an average age of 39.1 years.
Which brands do Smile fans like most?
Smile fans show strongest brand affinity for Satire (7.3×), ICloud (6.36×), and German television comedy (7×) over the country average.
Where do Smile fans live in Germany?
Smile fans in Germany are most concentrated in Nordrhein-Westfalen (reach 802,981), Bayern (reach 551,793), and Baden-Württemberg (reach 463,524). These three regions account for the largest share of the active audience.
What other brands do Smile fans also like?
Beyond Smile itself, the audience over-indexes on ICloud (6.36×), German television comedy (7×), Google News (4.7×), and Spiegel Online (2.22×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Smile. 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.