Rascasse Audience Intelligence

Working dog Audience in Germany

A data profile of the people who buy, follow and care about Working dog in Germany — modelled from more than twelve digital signal sources. Working dog has an estimated audience of 968,096 people in Germany.

#3227among Topic in Germany#142in Pets & Animals

The average Working dog fan in Germany is 34.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Shiba Inu, Pet sitting, Fressnapf, with strongest over-indexing on Shiba Inu (63.16× the country average).

Demographically, the Working dog audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Pet Ownership, Community Orientation.

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

The typical Working dog fan in Germany is more female, around 34.6 years old, with strong Pet Ownership tendencies and a notable affinity for Shiba Inu.

Category: Pets & Animals · Type: Topic

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 Working dog profile in Germany.

Audience size
968K
in Germany
Gender
64.0%♀
36.0% male
Age
34.6
average years
Country rank
#6726
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Working dog fans

64.0% are female, 36.0% are male, average age 34.6.

Fig. 02

Gender split

64.0%
Female
36.0%
Male
Demographic split for Working dog audience in Germany
MetricValue
Female64.0%
Male36.0%
Average age34.6
Estimated audience size968,096
Fig. 03

Age distribution

Ø 34.6
average years
Age distribution of the Working dog audience in Germany
Age bracketShare%
16-1931%
20-2922%
30-3917%
40-4919%
50+11%
Fig. 04

Worldwide distribution

5.7%

of the worldwide Working dog audience comes from Germany.

Worldwide audience distribution share by country for Working dog
CountryShare
United States37.6%
Japan8.7%
South Korea6.3%
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 Working dog audience in Germany is strongest.

Fig. 05

Top regions by affinity

Working dog fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~40K1.57×
02Brandenburg~40K1.42×
03Niedersachsen~100K1.39×
04Rheinland-Pfalz~60K1.28×
05Thüringen~30K1.18×
06Saarland~10K1.06×
07Baden-Württemberg~100K1.01×
08Sachsen~50K0.96×
09Schleswig-Holstein~30K0.96×
10Nordrhein-Westfalen~200K0.95×
11Mecklenburg-Vorpommern~20K0.94×
12Hessen~60K0.84×
13Bremen~7K0.79×
14Bayern~100K0.71×
15Hamburg~10K0.64×
16Berlin~20K0.39×
Fig. 06

Affinity by region

Affinity by region — Working dog, Germany
0.39×1.00×1.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Working dog audience
#·InterestCategoryAffinity×
01Shiba InuPets & Animals63.16×
02Dog daycarePets & Animals17.08×
03Pet sittingPets & Animals10.72×
04Dog groomingPets & Animals9.50×
05Cats (musical)Music & Radio7.56×
06Sunday BrunchKids & Family7.02×
07Pet adoptionPets & Animals6.98×
08FressnapfShopping5.94×
09Travel BloggerTravel & Leisure5.60×
10Dog agilityPets & Animals5.45×
11Robert RedfordMovies & TV5.23×
12Crime fictionLiterature4.07×
13Pet storePets & Animals3.79×
14Doberman PinscherPets & Animals3.66×
15Ski resortTravel & Leisure3.56×
16LivemusicMusic & Radio2.99×
17Pet foodPets & Animals2.98×
18HugendubelShopping2.78×
19TagesschauMovies & TV2.56×
20Do it yourself (DIY)Home & Garden1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Working dog 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 Working dog audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY3.74×
Community OrientationOPEN1.68×
Risk AppetiteTHRILL1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Working dog audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.85×
Family OrientationCONSERVATISM0.91×
Career OrientationPOWER0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Working dog have in Germany?

Working dog has an estimated audience of 968,096 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Working dog fans?

64.0% of Working dog fans are female, 36.0% are male, with an average age of 34.6 years.

03

Which brands do Working dog fans like most?

Working dog fans show strongest brand affinity for Shiba Inu (63.16×), Pet sitting (10.72×), and Fressnapf (5.94×) over the country average.

04

Where do Working dog fans live in Germany?

Working dog fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Baden-Württemberg (reach ~100K), and Niedersachsen (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Working dog fans also like?

Beyond Working dog itself, the audience over-indexes on Pet sitting (10.72×), Fressnapf (5.94×), Dog grooming (9.5×), and Tagesschau (2.56×) compared to the Germany average.

Appendix

Explore more audiences

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

More Pets & Animals audiences in Germany

See Working dog audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Working dog. 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 →