WhatsApp Audience in Germany
WhatsApp has an estimated audience of 18,148,483 people in Germany. 52.3% are female, 47.7% are male, average age 38.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Damascus, AutoScout24, Turkey, Barbie, Syria.
The average WhatsApp fan in Germany is 38.9 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Damascus, AutoScout24, Turkey, with strongest over-indexing on Damascus (4.05× the country average). Demographically, the WhatsApp audience skews balanced with an average age of 38.9, and over-indexes on personality traits such as LGBTQ+ Identity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of WhatsApp fans
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 38.9 |
| Estimated audience size | 18,148,483 |
Audience persona
The typical WhatsApp fan in Germany is balanced, around 38.9 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Damascus.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,027,540 | 1.01× |
| Bayern | 2,699,020 | 0.93× |
| Baden-Württemberg | 2,281,216 | 0.92× |
| Niedersachsen | 1,748,642 | 0.99× |
| Hessen | 1,513,539 | 1.09× |
| Sachsen | 1,009,518 | 1.13× |
| Berlin | 879,099 | 1.08× |
| Rheinland-Pfalz | 863,653 | 0.95× |
| Schleswig-Holstein | 600,481 | 0.92× |
| Brandenburg | 565,671 | 1× |
| Sachsen-Anhalt | 512,648 | 1.09× |
| Thüringen | 459,889 | 0.99× |
| Hamburg | 389,887 | 0.95× |
| Mecklenburg-Vorpommern | 345,375 | 1× |
| Saarland | 215,137 | 0.97× |
| Bremen | 149,265 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Damascus | 4.05× | Travel & Leisure |
| AutoScout24 | 1.74× | Cars & Mobility |
| Turkey | 2.03× | Travel & Leisure |
| Barbie | 1.79× | Movies & TV |
| Syria | 2.63× | Travel & Leisure |
| Istanbul | 2.1× | Travel & Leisure |
| Living room | 1.73× | Home & Garden |
| Aleppo | 3.55× | Travel & Leisure |
| Gmail | 1.55× | Internet & Social Media |
| Therapy | 1.63× | Health |
| 1.52× | Technology & Electronics | |
| Bulgaria | 1.83× | Travel & Leisure |
| Bedroom | 1.56× | Home & Garden |
| Discounts and allowances | 1.52× | Shopping |
| Homs | 3.04× | Travel & Leisure |
| Child development | 1.58× | Business & Career |
| Turkish language | 2.1× | Politics & Society |
| Ankara | 2.27× | Travel & Leisure |
| Permanent makeup | 1.88× | Beauty & Wellness |
| Pillow | 2× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 3.63 |
| Indulgence | JOY | 1.27 |
| Social Media Usage | JOY | 1.15 |
| Need for Security | CONSERVATISM | 1.13 |
| Sports Activity | POWER | 1.09 |
| Price Sensitivity | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 7.7% |
| United States | 4.3% |
| Brazil | 4.2% |
See WhatsApp audiences in other countries
More Social media audiences in Germany
Frequently asked questions
How many fans does WhatsApp have in Germany?
WhatsApp has an estimated audience of 18,148,483 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of WhatsApp fans?
52.3% of WhatsApp fans are female, 47.7% are male, with an average age of 38.9 years.
Which brands do WhatsApp fans like most?
WhatsApp fans show strongest brand affinity for Damascus (4.05×), AutoScout24 (1.74×), and Turkey (2.03×) over the country average.
Where do WhatsApp fans live in Germany?
WhatsApp fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,027,540), Bayern (reach 2,699,020), and Baden-Württemberg (reach 2,281,216). These three regions account for the largest share of the active audience.
What other brands do WhatsApp fans also like?
Beyond WhatsApp itself, the audience over-indexes on AutoScout24 (1.74×), Turkey (2.03×), Barbie (1.79×), and Syria (2.63×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for WhatsApp. 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.