Wanderlust Audience in Germany
Wanderlust has an estimated audience of 1,897,680 people in Germany. 58.8% are female, 41.2% are male, average age 36.2. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Jotex, Real property, Tagesschau, Airbnb, Backpacking (travel).
The average Wanderlust fan in Germany is 36.2 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Jotex, Real property, Tagesschau, with strongest over-indexing on Jotex (78.71× the country average). Demographically, the Wanderlust audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Sustainability, Travelling. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Website / Newspaper / Magazine
Demographics of Wanderlust fans
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 36.2 |
| Estimated audience size | 1,897,680 |
Audience persona
The typical Wanderlust fan in Germany is more female, around 36.2 years old, with strong Sustainability tendencies and a notable affinity for Jotex.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 981,994 | 3.22× |
| Nordrhein-Westfalen | 420,233 | 1.01× |
| Baden-Württemberg | 262,388 | 1.01× |
| Hessen | 179,726 | 1.24× |
| Niedersachsen | 158,122 | 0.86× |
| Berlin | 113,338 | 1.34× |
| Rheinland-Pfalz | 88,977 | 0.94× |
| Sachsen | 74,832 | 0.8× |
| Schleswig-Holstein | 48,887 | 0.72× |
| Hamburg | 45,751 | 1.07× |
| Brandenburg | 41,396 | 0.7× |
| Thüringen | 34,166 | 0.71× |
| Sachsen-Anhalt | 31,286 | 0.64× |
| Mecklenburg-Vorpommern | 18,840 | 0.52× |
| Saarland | 16,432 | 0.71× |
| Bremen | 14,141 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Jotex | 78.71× | Shopping |
| Real property | 6.09× | Home & Garden |
| Tagesschau | 2.38× | Movies & TV |
| Airbnb | 2.81× | Travel & Leisure |
| Backpacking (travel) | 4.69× | Travel & Leisure |
| Michael Patrick Kelly | 6.64× | Music & Radio |
| Pets | 1.68× | Pets & Animals |
| Felix Baumgartner | 4.18× | Sports |
| Western Union | 3.56× | Business & Career |
| Alpine skiing | 2.81× | Sports |
| Catering | 3.78× | Food & Beverages |
| Automobiles | 1.68× | Cars & Mobility |
| Tour de France | 4.58× | Sports |
| Phoenix Reisen | 6.65× | Travel & Leisure |
| Roland Kaiser | 2.67× | Music & Radio |
| Spiegel Online | 1.63× | News |
| FIS Alpine Ski World Cup | 5.57× | Sports |
| FIFA World Cup | 1.59× | Sports |
| Allgäu | 4.34× | Travel & Leisure |
| Saturn (store) | 2.42× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2 |
| Travelling | THRILL | 1.8 |
| Sports Activity | POWER | 1.71 |
| LGBTQ+ Identity | OPEN | 1.63 |
| Design Affinity | PREMIUM | 1.52 |
| Mindfulness | BALANCE | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 35.3% |
| Germany | 11.7% |
| United Kingdom | 8.9% |
See Wanderlust audiences in other countries
More Sports audiences in Germany
- TikTok (26,168,913)
- Instagram (25,858,505)
- YouTube (24,030,137)
- Bild (23,266,420)
- Spiegel Online (19,266,000)
Frequently asked questions
How many fans does Wanderlust have in Germany?
Wanderlust has an estimated audience of 1,897,680 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Wanderlust fans?
58.8% of Wanderlust fans are female, 41.2% are male, with an average age of 36.2 years.
Which brands do Wanderlust fans like most?
Wanderlust fans show strongest brand affinity for Jotex (78.71×), Real property (6.09×), and Tagesschau (2.38×) over the country average.
Where do Wanderlust fans live in Germany?
Wanderlust fans in Germany are most concentrated in Bayern (reach 981,994), Nordrhein-Westfalen (reach 420,233), and Baden-Württemberg (reach 262,388). These three regions account for the largest share of the active audience.
What other brands do Wanderlust fans also like?
Beyond Wanderlust itself, the audience over-indexes on Real property (6.09×), Tagesschau (2.38×), Airbnb (2.81×), and Backpacking (travel) (4.69×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wanderlust. 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.