Rascasse Audience Intelligence

Wallet Audience in Germany

A data profile of the people who buy, follow and care about Wallet in Germany — modelled from more than twelve digital signal sources. Wallet has an estimated audience of 1,880,996 people in Germany.

#2040among Topic in Germany#198in Fashion & Accessoires

The average Wallet fan in Germany is 42.2 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Payback, Coach, Sex and the City, with strongest over-indexing on Payback (12.89× the country average).

Demographically, the Wallet audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.

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

The typical Wallet fan in Germany is more female, around 42.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Payback.

Category: Fashion & Accessoires · 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 Wallet profile in Germany.

Audience size
1.9M
in Germany
Gender
60.8%♀
39.2% male
Age
42.2
average years
Country rank
#3579
Topic in Germany
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wallet fans

60.8% are female, 39.2% are male, average age 42.2.

Fig. 02

Gender split

60.8%
Female
39.2%
Male
Demographic split for Wallet audience in Germany
MetricValue
Female60.8%
Male39.2%
Average age42.2
Estimated audience size1,880,996
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Wallet audience in Germany
Age bracketShare%
16-1911%
20-2917%
30-3922%
40-4926%
50+23%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Wallet audience comes from Germany.

Worldwide audience distribution share by country for Wallet
CountryShare
United States20.3%
Japan12.0%
Indonesia4.3%
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 Wallet audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wallet fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~400K1.72×
02Saarland~40K1.57×
03Bayern~400K1.48×
04Hamburg~50K1.16×
05Hessen~200K1.15×
06Rheinland-Pfalz~100K1.08×
07Schleswig-Holstein~70K1.04×
08Nordrhein-Westfalen~400K1.00×
09Berlin~80K1.00×
10Niedersachsen~200K0.98×
11Sachsen~90K0.96×
12Brandenburg~50K0.92×
13Thüringen~40K0.91×
14Mecklenburg-Vorpommern~30K0.83×
15Bremen~10K0.83×
16Sachsen-Anhalt~40K0.77×
Fig. 06

Affinity by region

Affinity by region — Wallet, Germany
0.77×1.00×1.72×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wallet audience
#·InterestCategoryAffinity×
01Alice + OliviaFashion & Accessoires37.55×
02Nina Ricci (brand)Fashion & Accessoires32.07×
03Pencil skirtFashion & Accessoires29.55×
04Coin purseFashion & Accessoires25.00×
05CoachFashion & Accessoires24.03×
06PaybackShopping12.89×
07PocketFashion & Accessoires10.17×
08Jumbo (supermarket)Shopping9.15×
09Teen Fashion.Fashion & Accessoires9.09×
10Sex and the CityMovies & TV8.56×
11Shoop.deShopping6.77×
12Loyalty programShopping6.07×
13CashBusiness & Career5.24×
14And just like that...Movies & TV5.17×
15BackpackFashion & Accessoires4.24×
16KickersLiterature3.90×
17QVCMovies & TV2.29×
18HermèsFashion & Accessoires2.12×
19FRITZ!BoxTechnology & Electronics2.10×
20Google MapsInternet & Social Media1.91×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wallet 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 Wallet audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.12×
Quality AwarenessPREMIUM1.48×
CreativityOPEN1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wallet audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.62×
IndividualismJOY0.74×
MindfulnessBALANCE0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wallet have in Germany?

Wallet has an estimated audience of 1,880,996 people in Germany, concentrated in Bayern and Baden-Württemberg.

02

What is the gender split and age of Wallet fans?

60.8% of Wallet fans are female, 39.2% are male, with an average age of 42.2 years.

03

Which brands do Wallet fans like most?

Wallet fans show strongest brand affinity for Payback (12.89×), Coach (24.03×), and Sex and the City (8.56×) over the country average.

04

Where do Wallet fans live in Germany?

Wallet fans in Germany are most concentrated in Bayern (reach ~400K), Baden-Württemberg (reach ~400K), and Nordrhein-Westfalen (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Wallet fans also like?

Beyond Wallet itself, the audience over-indexes on Coach (24.03×), Sex and the City (8.56×), Nina Ricci (brand) (32.07×), and Kickers (3.9×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Wallet audiences in other countries

How to read this data

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