Word Audience in Germany
A data profile of the people who buy, follow and care about Word in Germany — modelled from more than twelve digital signal sources. Word has an estimated audience of 1,167,175 people in Germany.
The average Word fan in Germany is 37.0 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Family, Tagesschau, Nature, with strongest over-indexing on Family (2.03× the country average).
Demographically, the Word audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Spirituality, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Word fan in Germany is more female, around 37.0 years old, with strong Spirituality tendencies and a notable affinity for Family.
At a glance
The key figures that characterise the Word profile in Germany.
Search interest · 12-month trend
Demographics of Word fans
65.0% are female, 35.0% are male, average age 37.0.
Gender split
| Metric | Value |
|---|---|
| Female | 65.0% |
| Male | 35.0% |
| Average age | 37.0 |
| Estimated audience size | 1,167,175 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 14% |
Worldwide distribution
of the worldwide Word audience comes from Germany.
| Country | Share |
|---|---|
| United States | 38.0% |
| Italy | 6.2% |
| United Kingdom | 5.2% |
Geography
Where the Word audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~100K | 1.22× | |
| 02 | Nordrhein-Westfalen | ~300K | 1.13× | |
| 03 | Rheinland-Pfalz | ~70K | 1.12× | |
| 04 | Bayern | ~200K | 1.11× | |
| 05 | Baden-Württemberg | ~200K | 1.10× | |
| 06 | Niedersachsen | ~100K | 1.08× | |
| 07 | Berlin | ~60K | 1.07× | |
| 08 | Bremen | ~10K | 1.03× | |
| 09 | Schleswig-Holstein | ~40K | 1.01× | |
| 10 | Brandenburg | ~30K | 0.94× | |
| 11 | Hamburg | ~20K | 0.93× | |
| 12 | Saarland | ~10K | 0.91× | |
| 13 | Thüringen | ~30K | 0.89× | |
| 14 | Sachsen | ~50K | 0.85× | |
| 15 | Sachsen-Anhalt | ~20K | 0.83× | |
| 16 | Mecklenburg-Vorpommern | ~20K | 0.81× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Word audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dictionary | Literature | 12.68× | ||
| 02 | Ford Ranger | Cars & Mobility | 5.22× | ||
| 03 | Emmanuel Macron | Politics & Society | 4.68× | ||
| 04 | Mel Gibson | Movies & TV | 4.18× | ||
| 05 | Punkt 12 | Movies & TV | 4.05× | ||
| 06 | Unter Uns | Movies & TV | 3.57× | ||
| 07 | Firefox | Internet & Social Media | 3.27× | ||
| 08 | Alles was zählt | Movies & TV | 3.23× | ||
| 09 | Nina Chuba | Music & Radio | 2.86× | ||
| 10 | Satire | Literature | 2.57× | ||
| 11 | Sarah Engels | Movies & TV | 2.32× | ||
| 12 | RTL Television | Movies & TV | 2.12× | ||
| 13 | Family | Kids & Family | 2.03× | ||
| 14 | Technology & Electronics | 2.01× | |||
| 15 | Nature | Home & Garden | 1.84× | ||
| 16 | Tagesschau | Movies & TV | 1.79× | ||
| 17 | TK Maxx | Shopping | 1.62× | ||
| 18 | Netto Marken-Discount | Shopping | 1.59× | ||
| 19 | Kitchen | Home & Garden | 1.58× | ||
| 20 | Internet & Social Media | 1.51× |
Personality of the Word 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 |
|---|---|---|---|
| Spirituality | BALANCE | 1.64× | |
| Community Orientation | OPEN | 1.58× | |
| Early Adopter Mentality | POWER | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.82× | |
| Sports Activity | POWER | 0.84× | |
| Price Sensitivity | PREMIUM | 0.87× |
Frequently asked questions
How many fans does Word have in Germany?
Word has an estimated audience of 1,167,175 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Word fans?
65.0% of Word fans are female, 35.0% are male, with an average age of 37.0 years.
Which brands do Word fans like most?
Word fans show strongest brand affinity for Family (2.03×), Tagesschau (1.79×), and Nature (1.84×) over the country average.
Where do Word fans live in Germany?
Word fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Word fans also like?
Beyond Word itself, the audience over-indexes on Tagesschau (1.79×), Nature (1.84×), Alles was zählt (3.23×), and Netto Marken-Discount (1.59×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Kids & Family audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
See Word audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Word. 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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