Rascasse Audience Intelligence

Building Audience in Germany

A data profile of the people who buy, follow and care about Building in Germany — modelled from more than twelve digital signal sources. Building has an estimated audience of 6,806,976 people in Germany.

#412among Topic in Germany#46in Home & Garden

The average Building fan in Germany is 40.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Starter home, Tour de France, Prefabricated building, with strongest over-indexing on Starter home (4.89× the country average).

Demographically, the Building audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Mindfulness, Quality Awareness.

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

The typical Building fan in Germany is more male, around 40.5 years old, with strong Mindfulness tendencies and a notable affinity for Starter home.

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 Building profile in Germany.

Audience size
6.8M
in Germany
Gender
42.6%♀
57.4% male
Age
40.5
average years
Country rank
#674
Topic in Germany
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Building fans

42.6% are female, 57.4% are male, average age 40.5.

Fig. 02

Gender split

42.6%
Female
57.4%
Male
Demographic split for Building audience in Germany
MetricValue
Female42.6%
Male57.4%
Average age40.5
Estimated audience size6,806,976
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Building audience in Germany
Age bracketShare%
16-1916%
20-2917%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Building audience comes from Germany.

Worldwide audience distribution share by country for Building
CountryShare
United States21.1%
Italy8.2%
Japan8.2%
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 Building audience in Germany is strongest.

Fig. 05

Top regions by affinity

Building fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~800K1.46×
02Bayern~1.5M1.24×
03Berlin~400K1.21×
04Saarland~100K1.21×
05Bremen~60K1.11×
06Hamburg~200K1.08×
07Nordrhein-Westfalen~1.5M1.05×
08Baden-Württemberg~900K1.00×
09Rheinland-Pfalz~300K0.96×
10Schleswig-Holstein~200K0.93×
11Niedersachsen~600K0.92×
12Sachsen~300K0.91×
13Thüringen~200K0.91×
14Brandenburg~200K0.87×
15Sachsen-Anhalt~100K0.79×
16Mecklenburg-Vorpommern~100K0.76×
Fig. 06

Affinity by region

Affinity by region — Building, Germany
0.76×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Building audience
#·InterestCategoryAffinity×
01Modular buildingHome & Garden7.21×
02Prefabricated buildingHome & Garden5.09×
03Starter homeHome & Garden4.89×
04Lawn mowerHome & Garden3.98×
05Tour de FranceSports3.89×
06First-time home buyer grantHome & Garden3.74×
07Terraced houseHome & Garden3.55×
08Bedroom furnitureHome & Garden3.24×
09Unique GiftsShopping2.82×
10PlumbingHome & Garden2.66×
11toom BaumarktShopping2.47×
12HugendubelShopping2.46×
13PhotovoltaicsHome & Garden2.43×
14Garden centreHome & Garden2.42×
15Modern architectureArts & Culture2.41×
16HouseplantHome & Garden2.32×
17RyanairTravel & Leisure1.98×
18Renewable energyBusiness & Career1.77×
19Do it yourself (DIY)Home & Garden1.64×
20Obi (store)Shopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Building 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 Building audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE2.65×
Quality AwarenessPREMIUM2.24×
SustainabilityBALANCE1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Building audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.76×
Social Media UsageJOY0.79×
Healthy LifestyleBALANCE0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Building have in Germany?

Building has an estimated audience of 6,806,976 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Building fans?

42.6% of Building fans are female, 57.4% are male, with an average age of 40.5 years.

03

Which brands do Building fans like most?

Building fans show strongest brand affinity for Starter home (4.89×), Tour de France (3.89×), and Prefabricated building (5.09×) over the country average.

04

Where do Building fans live in Germany?

Building fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Building fans also like?

Beyond Building itself, the audience over-indexes on Tour de France (3.89×), Prefabricated building (5.09×), Terraced house (3.55×), and Hugendubel (2.46×) 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 Building audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →