Rascasse Audience Intelligence

Social network Audience in Germany

A data profile of the people who buy, follow and care about Social network in Germany — modelled from more than twelve digital signal sources. Social network has an estimated audience of 19,076,390 people in Germany.

#38among Lifestyle cluster in Germany#51among Topic in Germany#4in Internet & Social Media

The average Social network fan in Germany is 39.1 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Email, Germany, Nature, with strongest over-indexing on Email (3.36× the country average).

Demographically, the Social network audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Patriotism, 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 Social network fan in Germany is balanced, around 39.1 years old, with strong Patriotism tendencies and a notable affinity for Email.

Category: Internet & Social Media · Type: Topic · Subtype: Lifestyle cluster

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 Social network profile in Germany.

Audience size
19.1M
in Germany
Gender
51.1%♀
48.9% male
Age
39.1
average years
Country rank
#81
Topic in Germany
Fig. 01

Search interest · 12-month trend

-39%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Social network fans

51.1% are female, 48.9% are male, average age 39.1.

Fig. 02

Gender split

51.1%
Female
48.9%
Male
Demographic split for Social network audience in Germany
MetricValue
Female51.1%
Male48.9%
Average age39.1
Estimated audience size19,076,390
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Social network audience in Germany
Age bracketShare%
16-1920%
20-2918%
30-3921%
40-4923%
50+18%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Social network audience comes from Germany.

Worldwide audience distribution share by country for Social network
CountryShare
United States19.1%
Brazil5.1%
Italy4.9%
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 Social network audience in Germany is strongest.

Fig. 05

Top regions by affinity

Social network fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen~1M1.17×
02Brandenburg~700K1.12×
03Sachsen-Anhalt~600K1.11×
04Thüringen~500K1.10×
05Bayern~3M1.05×
06Niedersachsen~2M1.04×
07Berlin~900K1.02×
08Bremen~200K1.02×
09Nordrhein-Westfalen~4M1.01×
10Mecklenburg-Vorpommern~400K1.01×
11Baden-Württemberg~2.5M0.96×
12Hessen~1.5M0.95×
13Saarland~200K0.93×
14Rheinland-Pfalz~900K0.92×
15Hamburg~400K0.87×
16Schleswig-Holstein~600K0.86×
Fig. 06

Affinity by region

Affinity by region — Social network, Germany
0.86×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Social network audience
#·InterestCategoryAffinity×
01SAP SETechnology & Electronics4.06×
02EmailTechnology & Electronics3.36×
03VolunteeringPolitics & Society3.15×
04SixtCars & Mobility2.70×
05SatireLiterature2.49×
06VacationsTravel & Leisure2.40×
07NatureHome & Garden2.31×
08BiologyHealth2.20×
09FamilyKids & Family2.08×
10LodgingTravel & Leisure2.05×
11TransfermarktSports1.80×
12TagesschauMovies & TV1.76×
13German languagePolitics & Society1.73×
14Mobile appTechnology & Electronics1.67×
15GermanyTravel & Leisure1.64×
16Mobile phonesTechnology & Electronics1.64×
17TrousersFashion & Accessoires1.61×
18Electronic funds transferBusiness & Career1.56×
19CelebrityMovies & TV1.54×
20FestivalMusic & Radio1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Social network 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 Social network audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.29×
Need for SecurityCONSERVATISM1.22×
Community OrientationOPEN1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Social network audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.87×
Design AffinityPREMIUM0.91×
Urban LifestyleOPEN0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Social network have in Germany?

Social network has an estimated audience of 19,076,390 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Social network fans?

51.1% of Social network fans are female, 48.9% are male, with an average age of 39.1 years.

03

Which brands do Social network fans like most?

Social network fans show strongest brand affinity for Email (3.36×), Germany (1.64×), and Nature (2.31×) over the country average.

04

Where do Social network fans live in Germany?

Social network 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.

05

What other brands do Social network fans also like?

Beyond Social network itself, the audience over-indexes on Germany (1.64×), Nature (2.31×), Family (2.08×), and Tagesschau (1.76×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Social network audiences in other countries

How to read this data

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