Rascasse Audience Intelligence

Mapfre Target Market in Spain

A data profile of the people who buy, follow and care about Mapfre in Spain — modelled from more than twelve digital signal sources. Mapfre has an estimated audience of 5,100,231 people in Spain.

#1among Insurances in Spain#60among Brand in Spain#86in Business & Career

The average Mapfre fan in Spain is 50.5 years old, balanced, and lives primarily in Community of Madrid.

The audience is concentrated in Community of Madrid, Andalusia, Catalonia.

Top brand affinities include IBEX 35, Mutua Madrileña, BBVA, with strongest over-indexing on IBEX 35 (4.97× the country average).

Demographically, the Mapfre audience skews balanced with an average age of 50.5, and over-indexes on personality traits such as Need for Security, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.

The typical Mapfre fan in Spain is balanced, around 50.5 years old, with strong Need for Security tendencies and a notable affinity for IBEX 35.

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

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 Mapfre profile in Spain.

Audience size
5.1M
in Spain
Gender
54.3%♀
45.7% male
Age
50.5
average years
Country rank
#626
Brand in Spain
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mapfre

54.3% are female, 45.7% are male, average age 50.5.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for Mapfre audience in Spain
MetricValue
Female54.3%
Male45.7%
Average age50.5
Estimated audience size5,100,231
Fig. 03

Age distribution

Ø 50.5
average years
Age distribution of the Mapfre audience in Spain
Age bracketShare%
16-193%
20-297%
30-3912%
40-4925%
50+52%
Fig. 04

Worldwide distribution

50.4%

of the worldwide Mapfre audience comes from Spain.

Worldwide audience distribution share by country for Mapfre
CountryShare
Spain50.4%
Brazil11.1%
Mexico6.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Spain average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Mapfre audience in Spain is strongest.

Fig. 05

Top regions by affinity

Mapfre customers by region in Spain
#RegionReachAffinity×
01Community of Madrid~1M1.28×
02Aragon~200K1.19×
03Canary Islands~300K1.17×
04Castilla-La Mancha~200K1.11×
05Extremadura~100K1.09×
06Principality of Asturias~100K1.08×
07Comunidad Valenciana~600K1.07×
08Andalusia~1M1.06×
09Castile and León~200K1.05×
10Galicia~200K0.94×
11Navarre~60K0.91×
12Basque Autonomous Country~200K0.88×
13Cantabria~60K0.88×
14Region of Murcia~100K0.86×
15La Rioja~30K0.84×
16Balearic Islands~100K0.83×
17Catalonia~700K0.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mapfre audience
#·InterestCategoryAffinity×
01AllianzBusiness & Career6.40×
02AXABusiness & Career6.13×
03Mutua MadrileñaBusiness & Career5.97×
04Life insuranceBusiness & Career5.11×
05IBEX 35Business & Career4.97×
06NorautoCars & Mobility2.86×
07ONCE (cycling team)Sports2.59×
08InsuranceBusiness & Career2.55×
09La CaixaBusiness & Career2.19×
10BankinterBusiness & Career1.96×
11MSNNews1.86×
12CaixabankBusiness & Career1.83×
13Loterías y Apuestas del EstadoGames1.74×
14Cadena SERMusic & Radio1.60×
15CarrefourShopping1.58×
16MovistarTechnology & Electronics1.58×
17El ConfidencialNews1.57×
18AscomTechnology & Electronics1.55×
19El PaísNews1.54×
20BBVABusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mapfre 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 Mapfre audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.87×
Career OrientationPOWER1.37×
SustainabilityBALANCE1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mapfre audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.89×
ExtroversionTHRILL0.89×
Pet OwnershipJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mapfre's target market in Spain?

Mapfre's target market in Spain covers an estimated 5,100,231 people, concentrated in Community of Madrid and Andalusia.

02

What is the gender split and age of Mapfre customers?

54.3% of the Mapfre audience are female, 45.7% are male, with an average age of 50.5 years.

03

Which brands do Mapfre fans like most?

Mapfre fans show strongest brand affinity for IBEX 35 (4.97×), Mutua Madrileña (5.97×), and BBVA (1.5×) over the country average.

04

Where do Mapfre fans live in Spain?

Mapfre fans in Spain are most concentrated in Community of Madrid (reach ~1M), Andalusia (reach ~1M), and Catalonia (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Mapfre fans also like?

Beyond Mapfre itself, the audience over-indexes on Mutua Madrileña (5.97×), BBVA (1.5×), Life insurance (5.11×), and Allianz (6.4×) compared to the Spain average.

Appendix

Explore more audiences

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

More Insurances audiences in Spain

See Mapfre audiences in other countries

How to read this data

Audience size is the estimated number of people in Spain who actively search for Mapfre. 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 Spain. 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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