Rascasse Audience Intelligence

WISO Steuer Target Market in Germany

A data profile of the people who buy, follow and care about WISO Steuer in Germany — modelled from more than twelve digital signal sources. WISO Steuer has an estimated audience of 1,863,394 people in Germany.

#1among Tax in Germany
#442among Brand in Germany#341in Business & Career

The average WISO Steuer fan in Germany is 36.0 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Tax preparation, TurboTax, Dropbox (service), with strongest over-indexing on Tax preparation (48.5× the country average).

Demographically, the WISO Steuer audience skews more male with an average age of 36.0, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical WISO Steuer fan in Germany is more male, around 36.0 years old, with strong Career Orientation tendencies and a notable affinity for Tax preparation.

Category: Business & Career · Type: Brand · Subtype: Tax

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 WISO Steuer profile in Germany.

Audience size
1.9M
in Germany
Gender
44.3%♀
55.7% male
Age
36.0
average years
Country rank
#3616
Brand in Germany
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of WISO Steuer

44.3% are female, 55.7% are male, average age 36.0.

Fig. 02

Gender split

44.3%
Female
55.7%
Male
Demographic split for WISO Steuer audience in Germany
MetricValue
Female44.3%
Male55.7%
Average age36.0
Estimated audience size1,863,394
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the WISO Steuer audience in Germany
Age bracketShare%
16-1929%
20-2919%
30-3919%
40-4920%
50+13%
Fig. 04

Worldwide distribution

99.1%

of the worldwide WISO Steuer audience comes from Germany.

Worldwide audience distribution share by country for WISO Steuer
CountryShare
Germany99.1%
Switzerland0.4%
Austria0.4%
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 WISO Steuer audience in Germany is strongest.

Fig. 05

Top regions by affinity

WISO Steuer customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~300K1.20×
02Berlin~90K1.15×
03Bayern~300K1.13×
04Hamburg~40K1.09×
05Nordrhein-Westfalen~400K1.08×
06Schleswig-Holstein~70K1.06×
07Hessen~100K1.05×
08Niedersachsen~200K1.03×
09Rheinland-Pfalz~90K0.98×
10Bremen~10K0.96×
11Brandenburg~50K0.95×
12Thüringen~40K0.95×
13Sachsen~80K0.92×
14Saarland~20K0.85×
15Sachsen-Anhalt~40K0.83×
16Mecklenburg-Vorpommern~30K0.77×
Fig. 06

Affinity by region

Affinity by region — WISO Steuer, Germany
0.77×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for WISO Steuer audience
#·InterestCategoryAffinity×
01TurboTaxBusiness & Career72.29×
02Tax preparationBusiness & Career48.50×
03Tax deductionPolitics & Society39.93×
04Income taxBusiness & Career19.30×
05Permanent residencyBusiness & Career13.85×
06MailChimpInternet & Social Media10.65×
07Tax advisorBusiness & Career10.61×
08Dropbox (service)Technology & Electronics10.50×
09Financial adviserBusiness & Career5.43×
10BookkeepingGames4.54×
11Real propertyHome & Garden2.28×
12CommerzbankBusiness & Career2.24×
13FocusNews2.03×
14PostbankBusiness & Career2.00×
15Deutsche BankBusiness & Career1.94×
16TargobankBusiness & Career1.84×
17Efficient energy useTechnology & Electronics1.81×
18Indeed.comBusiness & Career1.75×
19Müller (company)Food & Beverages1.59×
20TagesschauMovies & TV1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the WISO Steuer 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 WISO Steuer audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.72×
Need for SecurityCONSERVATISM1.64×
Quality AwarenessPREMIUM1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by WISO Steuer audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.87×
Design AffinityPREMIUM0.90×
Price SensitivityPREMIUM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is WISO Steuer's target market in Germany?

WISO Steuer's target market in Germany covers an estimated 1,863,394 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of WISO Steuer customers?

44.3% of the WISO Steuer audience are female, 55.7% are male, with an average age of 36.0 years.

03

Which brands do WISO Steuer fans like most?

WISO Steuer fans show strongest brand affinity for Tax preparation (48.5×), TurboTax (72.29×), and Dropbox (service) (10.5×) over the country average.

04

Where do WISO Steuer fans live in Germany?

WISO Steuer fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do WISO Steuer fans also like?

Beyond WISO Steuer itself, the audience over-indexes on TurboTax (72.29×), Dropbox (service) (10.5×), Tax deduction (39.93×), and Income tax (19.3×) compared to the Germany average.

Appendix

Explore more audiences

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

More Tax audiences in Germany

See WISO Steuer audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →