Rascasse Audience Intelligence

XING Audience in Germany

A data profile of the people who buy, follow and care about XING in Germany — modelled from more than twelve digital signal sources. XING has an estimated audience of 4,680,669 people in Germany.

#8among Social media in Germany#48among Website / Newspaper / Magazine in Germany#27in Internet & Social Media

The average XING fan in Germany is 40.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Professional network service, Household goods, Peter Thiel, with strongest over-indexing on Professional network service (15.32× the country average).

Demographically, the XING audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Career Orientation, Social Media Usage.

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

The typical XING fan in Germany is balanced, around 40.9 years old, with strong Career Orientation tendencies and a notable affinity for Professional network service.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

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 XING profile in Germany.

Audience size
4.7M
in Germany
Gender
51.8%♀
48.2% male
Age
40.9
average years
Country rank
#1167
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of XING

51.8% are female, 48.2% are male, average age 40.9.

Fig. 02

Gender split

51.8%
Female
48.2%
Male
Demographic split for XING audience in Germany
MetricValue
Female51.8%
Male48.2%
Average age40.9
Estimated audience size4,680,669
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the XING audience in Germany
Age bracketShare%
16-1912%
20-2920%
30-3924%
40-4925%
50+19%
Fig. 04

Worldwide distribution

72.4%

of the worldwide XING audience comes from Germany.

Worldwide audience distribution share by country for XING
CountryShare
Germany72.4%
Austria4.0%
China3.2%
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 XING audience in Germany is strongest.

Fig. 05

Top regions by affinity

XING fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~200K1.46×
02Hessen~500K1.28×
03Nordrhein-Westfalen~1M1.20×
04Baden-Württemberg~800K1.19×
05Bayern~900K1.15×
06Schleswig-Holstein~200K1.11×
07Bremen~40K1.08×
08Niedersachsen~500K1.07×
09Rheinland-Pfalz~200K0.97×
10Sachsen~200K0.92×
11Berlin~200K0.91×
12Thüringen~90K0.77×
13Saarland~40K0.77×
14Sachsen-Anhalt~90K0.73×
15Brandenburg~100K0.72×
16Mecklenburg-Vorpommern~60K0.71×
Fig. 06

Affinity by region

Affinity by region — XING, Germany
0.71×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for XING audience
#·InterestCategoryAffinity×
01AdeccoBusiness & Career19.93×
02Professional network serviceTechnology & Electronics15.32×
03Peter ThielBusiness & Career11.66×
04Household goodsHome & Garden8.86×
05Carpet cleaningHome & Garden8.65×
06Amazon Fire TVMovies & TV3.85×
07LinkedInInternet & Social Media3.69×
08Professional developmentBusiness & Career3.60×
09StepstoneBusiness & Career2.68×
10SparkasseBusiness & Career2.65×
11TagesschauMovies & TV2.42×
12Employment agencyBusiness & Career2.41×
13RyanairTravel & Leisure2.19×
14ClaudeTechnology & Electronics2.17×
15Employment websiteBusiness & Career2.17×
16JobBusiness & Career2.03×
17Job huntingBusiness & Career1.97×
18Indeed.comBusiness & Career1.87×
19Lieferando.deFood & Beverages1.71×
20CareerBusiness & Career1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the XING 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 XING audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.10×
Social Media UsageJOY1.25×
Need for SecurityCONSERVATISM1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by XING audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.77×
Luxury OrientationPREMIUM0.77×
Urban LifestyleOPEN0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does XING have in Germany?

XING has an estimated audience of 4,680,669 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of XING fans?

51.8% of XING fans are female, 48.2% are male, with an average age of 40.9 years.

03

Which brands do XING fans like most?

XING fans show strongest brand affinity for Professional network service (15.32×), Household goods (8.86×), and Peter Thiel (11.66×) over the country average.

04

Where do XING fans live in Germany?

XING fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do XING fans also like?

Beyond XING itself, the audience over-indexes on Household goods (8.86×), Peter Thiel (11.66×), Tagesschau (2.42×), and Adecco (19.93×) compared to the Germany average.

Appendix

Explore more audiences

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

More Social media audiences in Germany

See XING audiences in other countries

How to read this data

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