VisitScotland Audience in Germany
VisitScotland has an estimated audience of 428,226 people in Germany. 57.4% are female, 42.6% are male, average age 44.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg.
The average VisitScotland fan in Germany is 44.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Demographically, the VisitScotland audience skews more female with an average age of 44.5, and over-indexes on personality traits such as Travelling, Pet Ownership.
Category: Travel & Leisure · Type: Website / Newspaper / Magazine
Demographics of VisitScotland fans
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 44.5 |
| Estimated audience size | 428,226 |
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 110,799 | 1.18× |
| Bayern | 84,486 | 1.23× |
| Baden-Württemberg | 72,844 | 1.25× |
| Niedersachsen | 43,230 | 1.04× |
| Hessen | 39,705 | 1.22× |
| Rheinland-Pfalz | 24,366 | 1.14× |
| Sachsen | 19,660 | 0.94× |
| Berlin | 18,468 | 0.96× |
| Schleswig-Holstein | 15,557 | 1.01× |
| Brandenburg | 10,730 | 0.81× |
| Hamburg | 9,862 | 1.02× |
| Thüringen | 8,344 | 0.76× |
| Sachsen-Anhalt | 8,104 | 0.73× |
| Saarland | 5,871 | 1.12× |
| Bremen | 4,768 | 1.3× |
| Mecklenburg-Vorpommern | 2,444 | 0.3× |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.65 |
| Pet Ownership | JOY | 1.41 |
| Design Affinity | PREMIUM | 1.33 |
| Tradition | CONSERVATISM | 1.24 |
| Sports Activity | POWER | 1.17 |
| Convenience Orientation | PREMIUM | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 48.3% |
| Netherlands | 10.8% |
| United Kingdom | 8.9% |
See VisitScotland audiences in other countries
More Travel & Leisure audiences in Germany
- TikTok (26,168,913)
- Instagram (25,858,505)
- YouTube (24,030,137)
- Bild (23,266,420)
- Spiegel Online (19,266,000)
How to read this data
Audience size is the estimated number of people in Germany who actively search for VisitScotland. 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.