Working dog Audience in Germany
Working dog has an estimated audience of 968,096 people in Germany. 64.0% are female, 36.0% are male, average age 34.6. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Niedersachsen. Top brand affinities: Fressnapf, Livemusic, Pet store, Dog grooming, Pet food.
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 Fressnapf, Livemusic, Pet store, with strongest over-indexing on Fressnapf (8.55× 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, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Pets & Animals · Type: Topic
Demographics of Working dog fans
| Metric | Value |
|---|---|
| Female | 64.0% |
| Male | 36.0% |
| Average age | 34.6 |
| Estimated audience size | 968,096 |
Audience persona
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 Fressnapf.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 210,590 | 0.99× |
| Baden-Württemberg | 138,937 | 1.05× |
| Niedersachsen | 129,987 | 1.38× |
| Bayern | 110,549 | 0.71× |
| Hessen | 63,768 | 0.86× |
| Rheinland-Pfalz | 58,734 | 1.21× |
| Brandenburg | 45,499 | 1.52× |
| Sachsen | 45,470 | 0.96× |
| Sachsen-Anhalt | 36,225 | 1.44× |
| Schleswig-Holstein | 33,659 | 0.97× |
| Thüringen | 27,260 | 1.11× |
| Berlin | 17,394 | 0.4× |
| Mecklenburg-Vorpommern | 16,417 | 0.89× |
| Hamburg | 15,224 | 0.7× |
| Saarland | 12,057 | 1.01× |
| Bremen | 6,584 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Fressnapf | 8.55× | Shopping |
| Livemusic | 5.44× | Music & Radio |
| Pet store | 5.5× | Pets & Animals |
| Dog grooming | 9.17× | Pets & Animals |
| Pet food | 4.46× | Pets & Animals |
| Shiba Inu | 27.58× | Pets & Animals |
| Cat food | 4.89× | Pets & Animals |
| Pet sitting | 5.3× | Pets & Animals |
| Saturn (store) | 4.01× | Shopping |
| Western Union | 4.67× | Business & Career |
| Pets | 2.07× | Pets & Animals |
| Do it yourself (DIY) | 2.36× | Home & Garden |
| Eukanuba | 19.55× | Pets & Animals |
| Harry Potter | 1.63× | Movies & TV |
| Car wash | 4.93× | Cars & Mobility |
| Etsy | 2.95× | Fashion & Accessoires |
| Ryanair | 2.16× | Travel & Leisure |
| Real property | 3.81× | Home & Garden |
| Batman | 2.16× | Movies & TV |
| Focus | 2.97× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 3.7 |
| Sports Activity | POWER | 1.75 |
| LGBTQ+ Identity | OPEN | 1.65 |
| Sustainability | BALANCE | 1.51 |
| DIY Mentality | THRILL | 1.43 |
| Healthy Lifestyle | BALANCE | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 37.6% |
| Japan | 8.7% |
| South Korea | 6.3% |
See Working dog audiences in other countries
More Pets & Animals 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)
Frequently asked questions
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.
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.
Which brands do Working dog fans like most?
Working dog fans show strongest brand affinity for Fressnapf (8.55×), Livemusic (5.44×), and Pet store (5.5×) over the country average.
Where do Working dog fans live in Germany?
Working dog fans in Germany are most concentrated in Nordrhein-Westfalen (reach 210,590), Baden-Württemberg (reach 138,937), and Niedersachsen (reach 129,987). These three regions account for the largest share of the active audience.
What other brands do Working dog fans also like?
Beyond Working dog itself, the audience over-indexes on Livemusic (5.44×), Pet store (5.5×), Dog grooming (9.17×), and Pet food (4.46×) compared to the Germany average.
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.