TomTom Target Market in Germany
A data profile of the people who buy, follow and care about TomTom in Germany — modelled from more than twelve digital signal sources. TomTom has an estimated audience of 609,633 people in Germany.
The average TomTom fan in Germany is 47.0 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern.
Top brand affinities include Google Maps, Waze, Big Ben, with strongest over-indexing on Google Maps (15.94× the country average).
Demographically, the TomTom audience skews more male with an average age of 47.0, and over-indexes on personality traits such as Need for Security, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical TomTom fan in Germany is more male, around 47.0 years old, with strong Need for Security tendencies and a notable affinity for Google Maps.
At a glance
The key figures that characterise the TomTom profile in Germany.
Search interest · 12-month trend
Customer demographics of TomTom
16.5% are female, 83.5% are male, average age 47.0.
Gender split
| Metric | Value |
|---|---|
| Female | 16.5% |
| Male | 83.5% |
| Average age | 47.0 |
| Estimated audience size | 609,633 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 12% | |
| 30-39 | 21% | |
| 40-49 | 31% | |
| 50+ | 34% |
Worldwide distribution
of the worldwide TomTom audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 15.7% |
| United States | 13.5% |
| United Kingdom | 9.9% |
Geography
Where the TomTom audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nordrhein-Westfalen | ~200K | 1.21× | |
| 02 | Niedersachsen | ~70K | 1.18× | |
| 03 | Baden-Württemberg | ~100K | 1.16× | |
| 04 | Brandenburg | ~20K | 1.07× | |
| 05 | Sachsen-Anhalt | ~20K | 1.06× | |
| 06 | Rheinland-Pfalz | ~30K | 1.05× | |
| 07 | Thüringen | ~20K | 1.03× | |
| 08 | Hessen | ~50K | 0.99× | |
| 09 | Saarland | ~7K | 0.99× | |
| 10 | Bayern | ~100K | 0.98× | |
| 11 | Sachsen | ~30K | 0.96× | |
| 12 | Mecklenburg-Vorpommern | ~10K | 0.92× | |
| 13 | Bremen | ~5K | 0.92× | |
| 14 | Schleswig-Holstein | ~20K | 0.91× | |
| 15 | Berlin | ~20K | 0.84× | |
| 16 | Hamburg | ~10K | 0.78× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the TomTom audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sanitas | Health | 59.97× | ||
| 02 | AutoZone | Cars & Mobility | 44.12× | ||
| 03 | Waze | Internet & Social Media | 38.40× | ||
| 04 | Satellite navigation | Technology & Electronics | 32.94× | ||
| 05 | Metz | Travel & Leisure | 32.63× | ||
| 06 | Big Ben | Travel & Leisure | 30.57× | ||
| 07 | Navigation | Cars & Mobility | 26.65× | ||
| 08 | Traffic congestion | Cars & Mobility | 20.07× | ||
| 09 | Pep Boys | Shopping | 20.00× | ||
| 10 | TP-Link | Technology & Electronics | 19.47× | ||
| 11 | AkzoNobel | Home & Garden | 18.53× | ||
| 12 | Google Maps | Internet & Social Media | 15.94× | ||
| 13 | Ford Ranger | Cars & Mobility | 10.91× | ||
| 14 | Tunic | Fashion & Accessoires | 10.55× | ||
| 15 | Apple Maps | Internet & Social Media | 9.78× | ||
| 16 | Full-size car | Cars & Mobility | 8.52× | ||
| 17 | GeoGuessr | Internet & Social Media | 6.15× | ||
| 18 | Petrol engine | Cars & Mobility | 3.87× | ||
| 19 | FRITZ!Box | Technology & Electronics | 3.80× | ||
| 20 | AutoScout24 | Cars & Mobility | 3.44× |
Personality of the TomTom 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 |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.67× | |
| Price Sensitivity | PREMIUM | 1.41× | |
| Patriotism | CONSERVATISM | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.70× | |
| Tradition | CONSERVATISM | 0.78× | |
| Spirituality | BALANCE | 0.86× |
Frequently asked questions
Who is TomTom's target market in Germany?
TomTom's target market in Germany covers an estimated 609,633 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of TomTom customers?
16.5% of the TomTom audience are female, 83.5% are male, with an average age of 47.0 years.
Which brands do TomTom fans like most?
TomTom fans show strongest brand affinity for Google Maps (15.94×), Waze (38.4×), and Big Ben (30.57×) over the country average.
Where do TomTom fans live in Germany?
TomTom fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Baden-Württemberg (reach ~100K), and Bayern (reach ~100K). These three regions account for the largest share of the active audience.
What other brands do TomTom fans also like?
Beyond TomTom itself, the audience over-indexes on Waze (38.4×), Big Ben (30.57×), Navigation (26.65×), and Traffic congestion (20.07×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Entertainment audiences in Germany
- Apple (11,173,034)
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- Sony (1,859,987)
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- Yamaha Corporation (1,579,848)
See TomTom audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for TomTom. 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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