A data profile of the people who buy, follow and care about Home improvement in Belgium — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 3,470,847 people in Belgium.
The average Home improvement fan in Belgium is 46.1 years old, balanced, and lives primarily in Antwerp.
The audience is concentrated in Antwerp, East Flanders, Flemish Brabant.
Top brand affinities include Hubo, Renovation, Home repair, with strongest over-indexing on Hubo (1.61× the country average).
Demographically, the Home improvement audience skews balanced with an average age of 46.1, and over-indexes on personality traits such as Early Adopter Mentality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Home improvement fan in Belgium is balanced, around 46.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Hubo.
The key figures that characterise the Home improvement profile in Belgium.
55.0% are female, 45.0% are male, average age 46.1.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 46.1 |
| Estimated audience size | 3,470,847 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 38% |
of the worldwide Home improvement audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Limburg | ~200K | 1.28× | |
| 02 | Antwerp | ~400K | 1.19× | |
| 03 | Flemish Brabant | ~300K | 1.12× | |
| 04 | East Flanders | ~400K | 1.11× | |
| 05 | West Flanders | ~300K | 1.04× | |
| 06 | Luxembourg | ~90K | 1.01× | |
| 07 | Walloon Brabant | ~90K | 0.99× | |
| 08 | Province of Namur | ~200K | 0.97× | |
| 09 | Brussels | ~200K | 0.94× | |
| 10 | Liege | ~300K | 0.93× | |
| 11 | Hainaut | ~300K | 0.92× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home décor products | Home & Garden | 2.33× | ||
| 02 | Decoration | Home & Garden | 2.23× | ||
| 03 | Home Interior Design | Home & Garden | 2.08× | ||
| 04 | Danish design | Home & Garden | 2.03× | ||
| 05 | Home repair | Home & Garden | 1.98× | ||
| 06 | Home Design | Home & Garden | 1.92× | ||
| 07 | Garden furniture | Home & Garden | 1.81× | ||
| 08 | Efficient energy use | Technology & Electronics | 1.80× | ||
| 09 | Renovation | Home & Garden | 1.77× | ||
| 10 | Modern architecture | Arts & Culture | 1.71× | ||
| 11 | Living room | Home & Garden | 1.65× | ||
| 12 | Dining room | Home & Garden | 1.64× | ||
| 13 | Bedroom | Home & Garden | 1.62× | ||
| 14 | Hubo | Shopping | 1.61× | ||
| 15 | Home Appliances | Home & Garden | 1.60× | ||
| 16 | Real estate development | Business & Career | 1.57× | ||
| 17 | Luxury real estate | Business & Career | 1.57× | ||
| 18 | Home construction | Home & Garden | 1.56× | ||
| 19 | Plumbing | Home & Garden | 1.54× | ||
| 20 | Bathroom | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.24× | |
| Travelling | THRILL | 1.08× | |
| Patriotism | CONSERVATISM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.84× | |
| Pet Ownership | JOY | 0.88× | |
| Design Affinity | PREMIUM | 0.89× |
Home improvement has an estimated audience of 3,470,847 people in Belgium, concentrated in Antwerp and East Flanders.
55.0% of Home improvement fans are female, 45.0% are male, with an average age of 46.1 years.
Home improvement fans show strongest brand affinity for Hubo (1.61×), Renovation (1.77×), and Home repair (1.98×) over the country average.
Home improvement fans in Belgium are most concentrated in Antwerp (reach ~400K), East Flanders (reach ~400K), and Flemish Brabant (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Renovation (1.77×), Home repair (1.98×), Home Appliances (1.6×), and Home Interior Design (2.08×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Home improvement. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. 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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