Rascasse Audience Intelligence

Bed Audience in Germany

A data profile of the people who buy, follow and care about Bed in Germany — modelled from more than twelve digital signal sources. Bed has an estimated audience of 10,816,563 people in Germany.

#160among Topic in Germany#19in Home & Garden

The average Bed fan in Germany is 40.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Real property, Mattress, Ornamental plant, with strongest over-indexing on Real property (6.29× the country average).

Demographically, the Bed audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Bed fan in Germany is more female, around 40.7 years old, with strong Quality Awareness tendencies and a notable affinity for Real property.

Category: Home & Garden · 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 Bed profile in Germany.

Audience size
10.8M
in Germany
Gender
65.0%♀
35.0% male
Age
40.7
average years
Country rank
#277
Topic in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Bed fans

65.0% are female, 35.0% are male, average age 40.7.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for Bed audience in Germany
MetricValue
Female65.0%
Male35.0%
Average age40.7
Estimated audience size10,816,563
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Bed audience in Germany
Age bracketShare%
16-1914%
20-2919%
30-3922%
40-4923%
50+21%
Fig. 04

Worldwide distribution

3.8%

of the worldwide Bed audience comes from Germany.

Worldwide audience distribution share by country for Bed
CountryShare
United States16.7%
Japan5.5%
United Kingdom5.3%
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 Bed audience in Germany is strongest.

Fig. 05

Top regions by affinity

Bed fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~2.5M1.10×
02Rheinland-Pfalz~600K1.07×
03Niedersachsen~1M1.06×
04Bremen~100K1.06×
05Baden-Württemberg~1.5M1.05×
06Hamburg~300K1.04×
07Hessen~800K1.03×
08Brandenburg~300K0.99×
09Sachsen~500K0.98×
10Schleswig-Holstein~400K0.98×
11Bayern~1.5M0.97×
12Thüringen~300K0.97×
13Berlin~500K0.96×
14Saarland~100K0.95×
15Sachsen-Anhalt~300K0.94×
16Mecklenburg-Vorpommern~200K0.89×
Fig. 06

Affinity by region

Affinity by region — Bed, Germany
0.89×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bed audience
#·InterestCategoryAffinity×
01Real propertyHome & Garden6.29×
02Bett1Home & Garden6.23×
03MattressHome & Garden6.16×
04Parental leaveKids & Family5.15×
05PillowHome & Garden4.76×
06LED lampHome & Garden4.40×
07Möbel HöffnerHome & Garden4.13×
08Ornamental plantHome & Garden4.02×
09PandoraFashion & Accessoires3.99×
10RefrigeratorHome & Garden3.97×
11Baby foodKids & Family3.40×
12NintendoGames3.13×
13KitchenHome & Garden2.90×
14Garden furnitureHome & Garden2.73×
15IKEAHome & Garden2.16×
16C&AShopping1.99×
17TagesschauMovies & TV1.75×
18TK MaxxShopping1.67×
19DeichmannShopping1.67×
20Netto Marken-DiscountShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bed 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 Bed audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.86×
Design AffinityPREMIUM1.81×
IndulgenceJOY1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bed audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.86×
Social Media UsageJOY0.91×
Career OrientationPOWER0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Bed have in Germany?

Bed has an estimated audience of 10,816,563 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Bed fans?

65.0% of Bed fans are female, 35.0% are male, with an average age of 40.7 years.

03

Which brands do Bed fans like most?

Bed fans show strongest brand affinity for Real property (6.29×), Mattress (6.16×), and Ornamental plant (4.02×) over the country average.

04

Where do Bed fans live in Germany?

Bed fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Bed fans also like?

Beyond Bed itself, the audience over-indexes on Mattress (6.16×), Ornamental plant (4.02×), Kitchen (2.9×), and Parental leave (5.15×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Bed audiences in other countries

How to read this data

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