Sparkasse Audience in Germany
Sparkasse has an estimated audience of 11,339,689 people in Germany. 47.5% are female, 52.5% are male, average age 40.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sparkasse Karlsruhe, Aral AG, Bauhaus, Berliner Volksbank, Household goods.
The average Sparkasse fan in Germany is 40.9 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Sparkasse Karlsruhe, Aral AG, Bauhaus, with strongest over-indexing on Sparkasse Karlsruhe (13.1× the country average). Demographically, the Sparkasse audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Need for Security, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand · Subtype: Bank
Demographics of Sparkasse fans
| Metric | Value |
|---|---|
| Female | 47.5% |
| Male | 52.5% |
| Average age | 40.9 |
| Estimated audience size | 11,339,689 |
Audience persona
The typical Sparkasse fan in Germany is balanced, around 40.9 years old, with strong Need for Security tendencies and a notable affinity for Sparkasse Karlsruhe.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,900,255 | 1.17× |
| Bayern | 1,517,551 | 0.83× |
| Baden-Württemberg | 1,193,250 | 0.77× |
| Niedersachsen | 1,045,379 | 0.95× |
| Berlin | 703,421 | 1.39× |
| Sachsen | 677,505 | 1.22× |
| Hessen | 655,615 | 0.76× |
| Rheinland-Pfalz | 484,729 | 0.85× |
| Brandenburg | 426,149 | 1.21× |
| Sachsen-Anhalt | 379,035 | 1.29× |
| Schleswig-Holstein | 332,643 | 0.82× |
| Thüringen | 289,204 | 1× |
| Mecklenburg-Vorpommern | 233,634 | 1.08× |
| Hamburg | 215,366 | 0.84× |
| Saarland | 115,496 | 0.83× |
| Bremen | 96,229 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sparkasse Karlsruhe | 13.1× | Business & Career |
| Aral AG | 3.04× | Cars & Mobility |
| Bauhaus | 2.66× | Shopping |
| Berliner Volksbank | 5.91× | Business & Career |
| Household goods | 6.15× | Home & Garden |
| Banking | 2.96× | Business & Career |
| Premier Inn | 9.72× | Travel & Leisure |
| Ryanair | 2.59× | Travel & Leisure |
| Lieferando.de | 2.33× | Food & Beverages |
| Baden-Württembergische Bank | 6× | Business & Career |
| Commerzbank | 2.19× | Business & Career |
| Amazon Fire TV | 4.73× | Movies & TV |
| Obi (store) | 1.76× | Shopping |
| Dairy | 4.23× | Food & Beverages |
| Netto Marken-Discount | 1.76× | Shopping |
| AutoScout24 | 1.85× | Cars & Mobility |
| REWE | 1.64× | Shopping |
| Huk24 | 2.74× | Business & Career |
| Electronic funds transfer | 2.14× | Business & Career |
| Wetter.com | 1.79× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.19 |
| DIY Mentality | THRILL | 1.08 |
| Convenience Orientation | PREMIUM | 1.08 |
| Family Orientation | CONSERVATISM | 1.06 |
| LGBTQ+ Identity | OPEN | 1.02 |
| Price Sensitivity | PREMIUM | 0.99 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 88.3% |
| Austria | 3.9% |
| Italy | 1.5% |
See Sparkasse audiences in other countries
More Bank audiences in Germany
- Commerzbank (14,423,655)
- Postbank (11,283,224)
- Deutsche Bank (6,860,825)
- Targobank (6,768,670)
- Consorsbank (3,408,695)
Frequently asked questions
How many fans does Sparkasse have in Germany?
Sparkasse has an estimated audience of 11,339,689 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sparkasse fans?
47.5% of Sparkasse fans are female, 52.5% are male, with an average age of 40.9 years.
Which brands do Sparkasse fans like most?
Sparkasse fans show strongest brand affinity for Sparkasse Karlsruhe (13.1×), Aral AG (3.04×), and Bauhaus (2.66×) over the country average.
Where do Sparkasse fans live in Germany?
Sparkasse fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,900,255), Bayern (reach 1,517,551), and Baden-Württemberg (reach 1,193,250). These three regions account for the largest share of the active audience.
What other brands do Sparkasse fans also like?
Beyond Sparkasse itself, the audience over-indexes on Aral AG (3.04×), Bauhaus (2.66×), Berliner Volksbank (5.91×), and Household goods (6.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sparkasse. 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.