Social media Audience in Germany
Social media has an estimated audience of 17,482,326 people in Germany. 51.3% are female, 48.7% are male, average age 39.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: 77Onlineshop, Berlin - Tag & Nacht, Opera News.
The average Social media fan in Germany is 39.9 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include 77Onlineshop, Berlin - Tag & Nacht, Opera News, with strongest over-indexing on 77Onlineshop (1.58× the country average). Demographically, the Social media audience skews balanced with an average age of 39.9, and over-indexes on personality traits such as LGBTQ+ Identity, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster
Demographics of Social media fans
| Metric | Value |
|---|---|
| Female | 51.3% |
| Male | 48.7% |
| Average age | 39.9 |
| Estimated audience size | 17,482,326 |
Audience persona
The typical Social media fan in Germany is balanced, around 39.9 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for 77Onlineshop.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,968,219 | 1.04× |
| Bayern | 2,899,310 | 1.03× |
| Baden-Württemberg | 2,495,003 | 1.05× |
| Niedersachsen | 1,882,557 | 1.11× |
| Hessen | 1,269,685 | 0.95× |
| Sachsen | 885,131 | 1.03× |
| Rheinland-Pfalz | 855,763 | 0.98× |
| Berlin | 764,663 | 0.98× |
| Schleswig-Holstein | 622,298 | 0.99× |
| Brandenburg | 577,199 | 1.06× |
| Thüringen | 490,479 | 1.1× |
| Sachsen-Anhalt | 427,829 | 0.94× |
| Hamburg | 368,547 | 0.93× |
| Mecklenburg-Vorpommern | 314,679 | 0.94× |
| Saarland | 191,086 | 0.89× |
| Bremen | 144,804 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| 77Onlineshop | 1.58× | Shopping |
| Berlin - Tag & Nacht | 1.51× | Movies & TV |
| Opera News | 1.55× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.21 |
| Career Orientation | POWER | 1.17 |
| Social Media Usage | JOY | 1.13 |
| Sports Activity | POWER | 1.13 |
| Pet Ownership | JOY | 1.11 |
| Tradition | CONSERVATISM | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
See Social media audiences in other countries
More Lifestyle cluster 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 media have in Germany?
Social media has an estimated audience of 17,482,326 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Social media fans?
51.3% of Social media fans are female, 48.7% are male, with an average age of 39.9 years.
Which brands do Social media fans like most?
Social media fans show strongest brand affinity for 77Onlineshop (1.58×), Berlin - Tag & Nacht (1.51×), and Opera News (1.55×) over the country average.
Where do Social media fans live in Germany?
Social media fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,968,219), Bayern (reach 2,899,310), and Baden-Württemberg (reach 2,495,003). These three regions account for the largest share of the active audience.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Social media. 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.