How to read this list
Rank
Position in the Top 14, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in Germany who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in Germany. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in Germany, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in Germany. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 |  Payback |
4.6M | 69.4% | 41.4 | 63.2% | Loyalty card |
| 2 |  Miles & More |
1.7M | 38.5% | 40.9 | 47.4% | Loyalty card |
| 3 |  DeutschlandCard |
353k | 92.7% | 38.2 | 59.6% | Loyalty card |
| 4 |  IKEA Family |
324k | 11.7% | 40.1 | 66.9% | Loyalty card |
| 5 |  Swagbucks |
221k | 2.9% | 38.8 | 47.4% | Loyalty card |
| 6 |  ShopBack |
66k | 2.4% | 31.1 | 58.0% | Loyalty card |
| 7 |  Wyndham Rewards |
36k | 3.4% | 48.5 | 36.3% | Loyalty card |
| 8 |  Membership Rewards |
9.4k | 4.1% | 26.1 | 47.9% | Loyalty card |
| 9 |  ADAC Clubkarte |
4.6k | 83.4% | 45.3 | 40.2% | Loyalty card |
| 10 |  Flybuys (Australia) |
3.5k | 0.3% | 33.1 | 84.6% | Loyalty card |
| 11 |  Aral Plus |
3.2k | 67.4% | 41.4 | 40.8% | Loyalty card |
| 12 |  Nectar loyalty card |
2.7k | 0.2% | 27.7 | 64.7% | Loyalty card |
| 13 |  Discover Card |
1.6k | 0.1% | 42.8 | 55.2% | Loyalty card |
| 14 |  Club Premier (loyalty program) |
11 | 0.0% | 36.1 | 89.2% | Loyalty card |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this Top 14 list compiled?
Rascasse aggregates anonymized search-behavior signals across Germany and ranks each loyalty card by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest loyalty card in Germany?
Payback currently leads with an estimated audience of 4.6M people in Germany.