Building material Audience in Germany
Building material has an estimated audience of 3,409,844 people in Germany. 48.3% are female, 51.7% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Renovation, Obi (store), Transfermarkt, Ornamental plant, Tagesschau.
The average Building material fan in Germany is 39.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Renovation, Obi (store), Transfermarkt, with strongest over-indexing on Renovation (3.35× the country average). Demographically, the Building material audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Building material fans
| Metric | Value |
|---|---|
| Female | 48.3% |
| Male | 51.7% |
| Average age | 39.6 |
| Estimated audience size | 3,409,844 |
Audience persona
The typical Building material fan in Germany is balanced, around 39.6 years old, with strong DIY Mentality tendencies and a notable affinity for Renovation.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 769,514 | 1.03× |
| Bayern | 551,769 | 1.01× |
| Baden-Württemberg | 487,074 | 1.05× |
| Niedersachsen | 406,662 | 1.23× |
| Hessen | 229,175 | 0.88× |
| Rheinland-Pfalz | 202,055 | 1.18× |
| Sachsen | 163,300 | 0.98× |
| Brandenburg | 133,505 | 1.26× |
| Schleswig-Holstein | 113,921 | 0.93× |
| Thüringen | 103,938 | 1.2× |
| Berlin | 100,691 | 0.66× |
| Sachsen-Anhalt | 81,901 | 0.93× |
| Hamburg | 59,755 | 0.78× |
| Mecklenburg-Vorpommern | 50,624 | 0.78× |
| Saarland | 43,815 | 1.05× |
| Bremen | 31,204 | 1.07× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Renovation | 3.35× | Home & Garden |
| Obi (store) | 2.16× | Shopping |
| Transfermarkt | 2.66× | Sports |
| Ornamental plant | 3.41× | Home & Garden |
| Tagesschau | 1.8× | Movies & TV |
| Do it yourself (DIY) | 2.06× | Home & Garden |
| Hardware store | 2.89× | Home & Garden |
| Bauhaus | 1.94× | Shopping |
| Efficient energy use | 2.67× | Technology & Electronics |
| toom Baumarkt | 3.41× | Shopping |
| Solar power | 2.63× | Home & Garden |
| Photovoltaics | 2.84× | Home & Garden |
| LED lamp | 4.54× | Home & Garden |
| Google News | 2.84× | News |
| Aral AG | 1.68× | Cars & Mobility |
| Makita | 4.5× | Home & Garden |
| Home improvement | 1.56× | Home & Garden |
| AutoScout24 | 1.6× | Cars & Mobility |
| Used car | 1.97× | Cars & Mobility |
| Central heating | 4.78× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.77 |
| Quality Awareness | PREMIUM | 1.59 |
| Design Affinity | PREMIUM | 1.59 |
| Convenience Orientation | PREMIUM | 1.4 |
| Luxury Orientation | PREMIUM | 1.31 |
| Career Orientation | POWER | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.5% |
| Japan | 6.3% |
| Brazil | 5.9% |
See Building material audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Building material have in Germany?
Building material has an estimated audience of 3,409,844 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Building material fans?
48.3% of Building material fans are female, 51.7% are male, with an average age of 39.6 years.
Which brands do Building material fans like most?
Building material fans show strongest brand affinity for Renovation (3.35×), Obi (store) (2.16×), and Transfermarkt (2.66×) over the country average.
Where do Building material fans live in Germany?
Building material fans in Germany are most concentrated in Nordrhein-Westfalen (reach 769,514), Bayern (reach 551,769), and Baden-Württemberg (reach 487,074). These three regions account for the largest share of the active audience.
What other brands do Building material fans also like?
Beyond Building material itself, the audience over-indexes on Obi (store) (2.16×), Transfermarkt (2.66×), Ornamental plant (3.41×), and Tagesschau (1.8×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Building material. 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.