Social Audience in Germany
Social has an estimated audience of 1,788,654 people in Germany. 60.7% are female, 39.3% are male, average age 42.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Home Office, Pillow, Mothercare, Este, Veneto.
The average Social fan in Germany is 42.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, Home Office, Pillow, with strongest over-indexing on Rossmann (1.56× the country average). Demographically, the Social audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Spirituality, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Politics & Society · Type: Topic
Demographics of Social fans
| Metric | Value |
|---|---|
| Female | 60.7% |
| Male | 39.3% |
| Average age | 42.1 |
| Estimated audience size | 1,788,654 |
Audience persona
The typical Social fan in Germany is more female, around 42.1 years old, with strong Spirituality tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 393,782 | 1.01× |
| Bayern | 240,204 | 0.84× |
| Baden-Württemberg | 219,019 | 0.9× |
| Niedersachsen | 181,453 | 1.04× |
| Hessen | 113,460 | 0.83× |
| Sachsen | 97,184 | 1.11× |
| Berlin | 86,208 | 1.08× |
| Rheinland-Pfalz | 76,457 | 0.85× |
| Schleswig-Holstein | 66,510 | 1.04× |
| Brandenburg | 57,803 | 1.04× |
| Thüringen | 46,790 | 1.03× |
| Hamburg | 44,358 | 1.1× |
| Sachsen-Anhalt | 41,838 | 0.9× |
| Mecklenburg-Vorpommern | 32,663 | 0.96× |
| Bremen | 21,108 | 1.38× |
| Saarland | 19,865 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.56× | Shopping |
| Home Office | 1.55× | Business & Career |
| Pillow | 1.87× | Home & Garden |
| Mothercare | 1.99× | Kids & Family |
| Este, Veneto | 2.46× | Travel & Leisure |
| VfL Wolfsburg | 1.65× | Sports |
| Time (magazine) | 1.74× | News |
| Jack White | 1.58× | Movies & TV |
| Socialist Federal Republic of Yugoslavia | 2.58× | Politics & Society |
| Sixx | 1.83× | Movies & TV |
| Parma | 3.13× | Travel & Leisure |
| Emperor Entertainment Group | 2.08× | Business & Career |
| Brunello Cucinelli | 2.46× | Fashion & Accessoires |
| Nuts (film) | 2.31× | Movies & TV |
| Solo climbing | 1.95× | Sports |
| Eco Friendly Living | 1.83× | Home & Garden |
| Curcuma | 2.31× | Food & Beverages |
| Fat-tailed sheep | 9.07× | Pets & Animals |
| Hobby Lobby | 2.88× | Home & Garden |
| Justice | 1.57× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Spirituality | BALANCE | 1.51 |
| Convenience Orientation | PREMIUM | 1.49 |
| Mindfulness | BALANCE | 1.45 |
| Healthy Lifestyle | BALANCE | 1.39 |
| Individualism | JOY | 1.39 |
| Pet Ownership | JOY | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.7% |
| Brazil | 5.4% |
| Italy | 5.3% |
See Social audiences in other countries
More Politics & Society 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 Social have in Germany?
Social has an estimated audience of 1,788,654 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Social fans?
60.7% of Social fans are female, 39.3% are male, with an average age of 42.1 years.
Which brands do Social fans like most?
Social fans show strongest brand affinity for Rossmann (1.56×), Home Office (1.55×), and Pillow (1.87×) over the country average.
Where do Social fans live in Germany?
Social fans in Germany are most concentrated in Nordrhein-Westfalen (reach 393,782), Bayern (reach 240,204), and Baden-Württemberg (reach 219,019). These three regions account for the largest share of the active audience.
What other brands do Social fans also like?
Beyond Social itself, the audience over-indexes on Home Office (1.55×), Pillow (1.87×), Mothercare (1.99×), and Este, Veneto (2.46×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Social. 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.