Wanderlust Audience in Germany
A data profile of the people who buy, follow and care about Wanderlust in Germany — modelled from more than twelve digital signal sources. Wanderlust has an estimated audience of 1,901,345 people in Germany.
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 Maite Kelly, Michael Patrick Kelly, Airbnb, with strongest over-indexing on Maite Kelly (7.85× 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 Travelling, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Wanderlust fan in Germany is more female, around 36.2 years old, with strong Travelling tendencies and a notable affinity for Maite Kelly.
At a glance
The key figures that characterise the Wanderlust profile in Germany.
Search interest · 12-month trend
Audience demographics of Wanderlust
58.8% are female, 41.2% are male, average age 36.2.
Gender split
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 36.2 |
| Estimated audience size | 1,901,345 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 12% |
Worldwide distribution
of the worldwide Wanderlust audience comes from Germany.
| Country | Share |
|---|---|
| United States | 35.2% |
| Germany | 11.6% |
| United Kingdom | 8.8% |
Geography
Where the Wanderlust audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~1.5M | 5.47× | |
| 02 | Berlin | ~100K | 1.20× | |
| 03 | Hessen | ~200K | 1.16× | |
| 04 | Hamburg | ~40K | 1.01× | |
| 05 | Baden-Württemberg | ~200K | 0.95× | |
| 06 | Nordrhein-Westfalen | ~400K | 0.94× | |
| 07 | Rheinland-Pfalz | ~90K | 0.91× | |
| 08 | Bremen | ~10K | 0.91× | |
| 09 | Niedersachsen | ~200K | 0.83× | |
| 10 | Saarland | ~20K | 0.81× | |
| 11 | Sachsen | ~70K | 0.78× | |
| 12 | Thüringen | ~40K | 0.76× | |
| 13 | Schleswig-Holstein | ~50K | 0.73× | |
| 14 | Brandenburg | ~40K | 0.73× | |
| 15 | Sachsen-Anhalt | ~40K | 0.72× | |
| 16 | Mecklenburg-Vorpommern | ~20K | 0.68× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Wanderlust audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Maite Kelly | Music & Radio | 7.85× | ||
| 02 | Michael Patrick Kelly | Music & Radio | 7.81× | ||
| 03 | Owner-occupier | Home & Garden | 7.15× | ||
| 04 | Dua Lipa | Music & Radio | 6.53× | ||
| 05 | Road trip | Travel & Leisure | 5.20× | ||
| 06 | Isabel Marant | Fashion & Accessoires | 5.18× | ||
| 07 | Hape Kerkeling | Movies & TV | 4.02× | ||
| 08 | Hiking boot | Fashion & Accessoires | 3.80× | ||
| 09 | Skyscanner | Travel & Leisure | 3.75× | ||
| 10 | Backpacking (travel) | Travel & Leisure | 3.62× | ||
| 11 | Real property | Home & Garden | 3.31× | ||
| 12 | DFB-Pokal | Sports | 3.04× | ||
| 13 | Hugendubel | Shopping | 3.02× | ||
| 14 | Beaches | Travel & Leisure | 3.01× | ||
| 15 | 3. Liga | Sports | 2.98× | ||
| 16 | Airbnb | Travel & Leisure | 2.76× | ||
| 17 | Focus | News | 2.62× | ||
| 18 | Tagesschau | Movies & TV | 2.19× | ||
| 19 | Lieferando.de | Food & Beverages | 1.87× | ||
| 20 | Clothing | Fashion & Accessoires | 1.52× |
Personality of the Wanderlust 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 |
|---|---|---|---|
| Travelling | THRILL | 2.20× | |
| Community Orientation | OPEN | 1.90× | |
| Pet Ownership | JOY | 1.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.85× | |
| Family Orientation | CONSERVATISM | 0.87× | |
| Price Sensitivity | PREMIUM | 0.89× |
Frequently asked questions
How many fans does Wanderlust have in Germany?
Wanderlust has an estimated audience of 1,901,345 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 Maite Kelly (7.85×), Michael Patrick Kelly (7.81×), and Airbnb (2.76×) over the country average.
Where do Wanderlust fans live in Germany?
Wanderlust fans in Germany are most concentrated in Bayern (reach ~1.5M), Nordrhein-Westfalen (reach ~400K), and Baden-Württemberg (reach ~200K). 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 Michael Patrick Kelly (7.81×), Airbnb (2.76×), Tagesschau (2.19×), and Beaches (3.01×) compared to the Germany average.
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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.
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