Rascasse Audience Intelligence

Smiley Audience in Germany

A data profile of the people who buy, follow and care about Smiley in Germany — modelled from more than twelve digital signal sources. Smiley has an estimated audience of 470,707 people in Germany.

#15among Content type in Germany#4827among Topic in Germany#173in Internet & Social Media

The average Smiley fan in Germany is 37.4 years old, more female, and lives primarily in Niedersachsen.

The audience is concentrated in Niedersachsen, Nordrhein-Westfalen, Hamburg.

Top brand affinities include Telegram, Love Actually, Same-sex marriage, with strongest over-indexing on Telegram (18.06× the country average).

Demographically, the Smiley audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Social Media Usage, Need for Security.

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

The typical Smiley fan in Germany is more female, around 37.4 years old, with strong Social Media Usage tendencies and a notable affinity for Telegram.

Category: Internet & Social Media · Type: Topic · Subtype: Content type

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 Smiley profile in Germany.

Audience size
471K
in Germany
Gender
57.9%♀
42.1% male
Age
37.4
average years
Country rank
#12339
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 Smiley fans

57.9% are female, 42.1% are male, average age 37.4.

Fig. 02

Gender split

57.9%
Female
42.1%
Male
Demographic split for Smiley audience in Germany
MetricValue
Female57.9%
Male42.1%
Average age37.4
Estimated audience size470,707
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Smiley audience in Germany
Age bracketShare%
16-1924%
20-2921%
30-3919%
40-4919%
50+17%
Fig. 04

Worldwide distribution

2.2%

of the worldwide Smiley audience comes from Germany.

Worldwide audience distribution share by country for Smiley
CountryShare
Italy33.8%
United States23.2%
Romania5.8%
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 Smiley audience in Germany is strongest.

Fig. 05

Top regions by affinity

Smiley fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~50K4.27×
02Schleswig-Holstein~40K2.63×
03Mecklenburg-Vorpommern~10K1.27×
04Niedersachsen~50K1.11×
05Bremen~4K1.08×
06Sachsen-Anhalt~8K0.62×
07Brandenburg~9K0.60×
08Thüringen~7K0.59×
09Sachsen~10K0.57×
10Baden-Württemberg~30K0.54×
11Bayern~40K0.48×
12Hessen~20K0.48×
13Berlin~10K0.46×
14Nordrhein-Westfalen~50K0.45×
15Saarland~3K0.44×
16Rheinland-Pfalz~10K0.43×
Fig. 06

Affinity by region

Affinity by region — Smiley, Germany
0.43×1.00×4.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Smiley audience
#·InterestCategoryAffinity×
01Same-sex marriageKids & Family37.87×
02Climate engineeringBusiness & Career28.64×
03Scotland national football teamSports28.33×
04Tibetan BuddhismPolitics & Society25.59×
05World Economic ForumPolitics & Society24.50×
06Ramadan (calendar month)Politics & Society23.95×
07Sustainable businessBusiness & Career20.67×
08Love ActuallyMovies & TV20.00×
09Earth DayPolitics & Society20.00×
10International Olympic CommitteeSports20.00×
11Wales national football teamSports20.00×
12Home AloneMovies & TV20.00×
13Ukraine national football teamSports18.41×
14TelegramInternet & Social Media18.06×
15Small Business AdministrationBusiness & Career17.18×
16Croatia national football teamSports16.65×
17TrelloInternet & Social Media16.08×
18New Year's EveHome & Garden14.97×
19Sustainable consumptionFood & Beverages12.72×
20FundraisingBusiness & Career9.99×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Smiley 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 Smiley audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY1.70×
Need for SecurityCONSERVATISM1.59×
SpiritualityBALANCE1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Smiley audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.68×
DIY MentalityTHRILL0.70×
Luxury OrientationPREMIUM0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Smiley have in Germany?

Smiley has an estimated audience of 470,707 people in Germany, concentrated in Niedersachsen and Nordrhein-Westfalen.

02

What is the gender split and age of Smiley fans?

57.9% of Smiley fans are female, 42.1% are male, with an average age of 37.4 years.

03

Which brands do Smiley fans like most?

Smiley fans show strongest brand affinity for Telegram (18.06×), Love Actually (20×), and Same-sex marriage (37.87×) over the country average.

04

Where do Smiley fans live in Germany?

Smiley fans in Germany are most concentrated in Niedersachsen (reach ~50K), Nordrhein-Westfalen (reach ~50K), and Hamburg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Smiley fans also like?

Beyond Smiley itself, the audience over-indexes on Love Actually (20×), Same-sex marriage (37.87×), Ramadan (calendar month) (23.95×), and Scotland national football team (28.33×) compared to the Germany average.

Appendix

Explore more audiences

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

More Content type audiences in Germany

See Smiley audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Smiley. 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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