Social media Audience in Germany
A data profile of the people who buy, follow and care about Social media in Germany — modelled from more than twelve digital signal sources. Social media has an estimated audience of 17,482,326 people in Germany.
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 Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 16 regions tracked by Rascasse.
The typical Social media fan in Germany is balanced, around 39.9 years old, with strong Creativity tendencies and a notable affinity for 77Onlineshop.
At a glance
The key figures that characterise the Social media profile in Germany.
Search interest · 12-month trend
Demographics of Social media fans
51.3% are female, 48.7% are male, average age 39.9.
Gender split
| Metric | Value |
|---|---|
| Female | 51.3% |
| Male | 48.7% |
| Average age | 39.9 |
| Estimated audience size | 17,482,326 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 21% |
Worldwide distribution
of the worldwide Social media audience comes from Germany.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Geography
Where the Social media audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thüringen | ~500K | 1.14× | |
| 02 | Niedersachsen | ~2M | 1.07× | |
| 03 | Brandenburg | ~600K | 1.06× | |
| 04 | Nordrhein-Westfalen | ~4M | 1.03× | |
| 05 | Sachsen | ~900K | 1.03× | |
| 06 | Bremen | ~200K | 1.03× | |
| 07 | Baden-Württemberg | ~2.5M | 1.02× | |
| 08 | Bayern | ~3M | 0.99× | |
| 09 | Schleswig-Holstein | ~600K | 0.99× | |
| 10 | Rheinland-Pfalz | ~900K | 0.98× | |
| 11 | Sachsen-Anhalt | ~400K | 0.98× | |
| 12 | Mecklenburg-Vorpommern | ~300K | 0.98× | |
| 13 | Saarland | ~200K | 0.95× | |
| 14 | Berlin | ~700K | 0.93× | |
| 15 | Hessen | ~1M | 0.92× | |
| 16 | Hamburg | ~400K | 0.90× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Social media audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | 77Onlineshop | Shopping | 1.58× | ||
| 02 | Opera News | News | 1.55× | ||
| 03 | Berlin - Tag & Nacht | Movies & TV | 1.51× |
Personality of the Social media audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.08× | |
| Price Sensitivity | PREMIUM | 1.08× | |
| Social Media Usage | JOY | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.73× | |
| Travelling | THRILL | 0.75× | |
| Sustainability | BALANCE | 0.76× |
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 ~4M), Bayern (reach ~3M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
See Social media audiences in other countries
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.
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