Walking Audience in Germany
A data profile of the people who buy, follow and care about Walking in Germany — modelled from more than twelve digital signal sources. Walking has an estimated audience of 4,446,888 people in Germany.
The average Walking fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Ryanair, dB’s, Eurowings, with strongest over-indexing on Ryanair (3.97× the country average).
Demographically, the Walking audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Sports Activity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Walking fan in Germany is more female, around 39.7 years old, with strong Sports Activity tendencies and a notable affinity for Ryanair.
At a glance
The key figures that characterise the Walking profile in Germany.
Search interest · 12-month trend
Demographics of Walking fans
56.2% are female, 43.8% are male, average age 39.7.
Gender split
| Metric | Value |
|---|---|
| Female | 56.2% |
| Male | 43.8% |
| Average age | 39.7 |
| Estimated audience size | 4,446,888 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 20% |
Worldwide distribution
of the worldwide Walking audience comes from Germany.
| Country | Share |
|---|---|
| United States | 21.5% |
| United Kingdom | 10.6% |
| Italy | 5.5% |
Geography
Where the Walking audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~800K | 1.14× | |
| 02 | Sachsen-Anhalt | ~100K | 1.11× | |
| 03 | Baden-Württemberg | ~700K | 1.08× | |
| 04 | Brandenburg | ~100K | 1.05× | |
| 05 | Sachsen | ~200K | 1.04× | |
| 06 | Thüringen | ~100K | 1.04× | |
| 07 | Mecklenburg-Vorpommern | ~90K | 1.04× | |
| 08 | Nordrhein-Westfalen | ~1M | 1.00× | |
| 09 | Niedersachsen | ~400K | 1.00× | |
| 10 | Schleswig-Holstein | ~200K | 1.00× | |
| 11 | Rheinland-Pfalz | ~200K | 0.99× | |
| 12 | Saarland | ~50K | 0.98× | |
| 13 | Hessen | ~300K | 0.96× | |
| 14 | Bremen | ~40K | 0.95× | |
| 15 | Hamburg | ~90K | 0.91× | |
| 16 | Berlin | ~200K | 0.89× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Walking audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ryanair | Travel & Leisure | 3.97× | ||
| 02 | Eurowings | Travel & Leisure | 3.46× | ||
| 03 | Footwear | Fashion & Accessoires | 2.35× | ||
| 04 | Psychology | Business & Career | 2.34× | ||
| 05 | Nature | Home & Garden | 2.30× | ||
| 06 | Shoes | Fashion & Accessoires | 2.21× | ||
| 07 | Physical exercise | Sports | 2.15× | ||
| 08 | Cosmetics | Beauty & Wellness | 2.07× | ||
| 09 | Physical fitness | Sports | 2.06× | ||
| 10 | Discount stores | Shopping | 2.03× | ||
| 11 | Cooking | Food & Beverages | 1.97× | ||
| 12 | Design | Home & Garden | 1.96× | ||
| 13 | Fitness and wellness | Sports | 1.95× | ||
| 14 | Beauty | Beauty & Wellness | 1.93× | ||
| 15 | Online shopping | Shopping | 1.87× | ||
| 16 | YouTube | Movies & TV | 1.87× | ||
| 17 | Shopping | Shopping | 1.85× | ||
| 18 | Business | Business & Career | 1.85× | ||
| 19 | Internet & Social Media | 1.84× | |||
| 20 | dB’s | Music & Radio | 1.70× |
Personality of the Walking 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 |
|---|---|---|---|
| Sports Activity | POWER | 1.88× | |
| Creativity | OPEN | 1.87× | |
| DIY Mentality | THRILL | 1.70× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.97× | |
| Tradition | CONSERVATISM | 1.02× | |
| Luxury Orientation | PREMIUM | 1.03× |
Frequently asked questions
How many fans does Walking have in Germany?
Walking has an estimated audience of 4,446,888 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Walking fans?
56.2% of Walking fans are female, 43.8% are male, with an average age of 39.7 years.
Which brands do Walking fans like most?
Walking fans show strongest brand affinity for Ryanair (3.97×), dB’s (1.7×), and Eurowings (3.46×) over the country average.
Where do Walking fans live in Germany?
Walking fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do Walking fans also like?
Beyond Walking itself, the audience over-indexes on dB’s (1.7×), Eurowings (3.46×), Shopping (1.85×), and Design (1.96×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Walking audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Walking. 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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