Rascasse Audience Intelligence

Trade Audience in Germany

A data profile of the people who buy, follow and care about Trade in Germany — modelled from more than twelve digital signal sources. Trade has an estimated audience of 6,429,145 people in Germany.

#448among Topic in Germany#89in Business & Career

The average Trade fan in Germany is 43.4 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Tagesschau, Müller (company), Transfermarkt, with strongest over-indexing on Tagesschau (2.33× the country average).

Demographically, the Trade audience skews more male with an average age of 43.4, and over-indexes on personality traits such as Need for Security, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Trade fan in Germany is more male, around 43.4 years old, with strong Need for Security tendencies and a notable affinity for Tagesschau.

Category: Business & Career · Type: Topic

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 Trade profile in Germany.

Audience size
6.4M
in Germany
Gender
44.4%♀
55.6% male
Age
43.4
average years
Country rank
#726
Topic in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Trade fans

44.4% are female, 55.6% are male, average age 43.4.

Fig. 02

Gender split

44.4%
Female
55.6%
Male
Demographic split for Trade audience in Germany
MetricValue
Female44.4%
Male55.6%
Average age43.4
Estimated audience size6,429,145
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Trade audience in Germany
Age bracketShare%
16-1910%
20-2915%
30-3923%
40-4926%
50+26%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Trade audience comes from Germany.

Worldwide audience distribution share by country for Trade
CountryShare
United States17.0%
Brazil5.6%
Italy4.1%
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 Trade audience in Germany is strongest.

Fig. 05

Top regions by affinity

Trade fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~400K1.36×
02Hessen~700K1.35×
03Baden-Württemberg~1M1.10×
04Nordrhein-Westfalen~1.5M1.09×
05Hamburg~200K1.08×
06Bayern~1M1.03×
07Niedersachsen~600K1.00×
08Bremen~50K0.99×
09Rheinland-Pfalz~300K0.96×
10Sachsen~300K0.91×
11Saarland~70K0.91×
12Schleswig-Holstein~200K0.90×
13Thüringen~100K0.89×
14Brandenburg~200K0.88×
15Sachsen-Anhalt~100K0.85×
16Mecklenburg-Vorpommern~100K0.80×
Fig. 06

Affinity by region

Affinity by region — Trade, Germany
0.80×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Trade audience
#·InterestCategoryAffinity×
01FirefoxInternet & Social Media3.88×
02SixtCars & Mobility3.52×
03Risk managementBusiness & Career3.38×
04MSNNews2.83×
05Real propertyHome & Garden2.70×
06TagesschauMovies & TV2.33×
07EssoCars & Mobility2.16×
08Efficient energy useTechnology & Electronics2.15×
09Solar energyHome & Garden2.14×
10TransfermarktSports2.09×
11LodgingTravel & Leisure2.07×
12FocusNews1.95×
13Müller (company)Food & Beverages1.86×
14InnovationBusiness & Career1.76×
15TipicoGames1.74×
16CommerzbankBusiness & Career1.68×
17Netto Marken-DiscountShopping1.62×
18PostbankBusiness & Career1.56×
19KauflandShopping1.55×
20AutoScout24Cars & Mobility1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Trade 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 Trade audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.55×
Risk AppetiteTHRILL1.39×
PatriotismCONSERVATISM1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Trade audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.74×
Sports ActivityPOWER0.76×
SustainabilityBALANCE0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Trade have in Germany?

Trade has an estimated audience of 6,429,145 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Trade fans?

44.4% of Trade fans are female, 55.6% are male, with an average age of 43.4 years.

03

Which brands do Trade fans like most?

Trade fans show strongest brand affinity for Tagesschau (2.33×), Müller (company) (1.86×), and Transfermarkt (2.09×) over the country average.

04

Where do Trade fans live in Germany?

Trade fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Trade fans also like?

Beyond Trade itself, the audience over-indexes on Müller (company) (1.86×), Transfermarkt (2.09×), Netto Marken-Discount (1.62×), and Kaufland (1.55×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Trade audiences in other countries

How to read this data

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