Rascasse Audience Intelligence

Building material Audience in Germany

A data profile of the people who buy, follow and care about Building material in Germany — modelled from more than twelve digital signal sources. Building material has an estimated audience of 3,409,844 people in Germany.

#1118among Topic in Germany#147in Home & Garden

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 Ornamental plant, Würth, Efficient energy use, with strongest over-indexing on Ornamental plant (6.86× 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 Quality Awareness, DIY Mentality.

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

The typical Building material fan in Germany is balanced, around 39.6 years old, with strong Quality Awareness tendencies and a notable affinity for Ornamental plant.

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 material profile in Germany.

Audience size
3.4M
in Germany
Gender
48.3%♀
51.7% male
Age
39.6
average years
Country rank
#1815
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Building material fans

48.3% are female, 51.7% are male, average age 39.6.

Fig. 02

Gender split

48.3%
Female
51.7%
Male
Demographic split for Building material audience in Germany
MetricValue
Female48.3%
Male51.7%
Average age39.6
Estimated audience size3,409,844
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Building material audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3923%
40-4922%
50+19%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Building material audience comes from Germany.

Worldwide audience distribution share by country for Building material
CountryShare
United States14.5%
Japan6.3%
Brazil5.9%
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 material audience in Germany is strongest.

Fig. 05

Top regions by affinity

Building material fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~100K1.24×
02Niedersachsen~400K1.19×
03Rheinland-Pfalz~200K1.17×
04Thüringen~100K1.15×
05Saarland~50K1.09×
06Bremen~30K1.07×
07Baden-Württemberg~500K1.02×
08Nordrhein-Westfalen~700K1.00×
09Hessen~300K1.00×
10Bayern~500K0.98×
11Sachsen-Anhalt~90K0.98×
12Sachsen~200K0.94×
13Schleswig-Holstein~100K0.94×
14Mecklenburg-Vorpommern~60K0.85×
15Hamburg~60K0.79×
16Berlin~100K0.72×
Fig. 06

Affinity by region

Affinity by region — Building material, Germany
0.72×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Building material audience
#·InterestCategoryAffinity×
01Ornamental plantHome & Garden6.86×
02Central heatingHome & Garden6.21×
03WürthHome & Garden6.13×
04DeWaltHome & Garden5.53×
05Mortgage calculatorHome & Garden5.24×
06MakitaHome & Garden4.93×
07Starter homeHome & Garden4.51×
08LED lampHome & Garden4.33×
09Lawn mowerHome & Garden4.19×
10First-time home buyer grantHome & Garden3.66×
11Efficient energy useTechnology & Electronics3.54×
12toom BaumarktShopping3.53×
13RefrigeratorHome & Garden3.07×
14PhotovoltaicsHome & Garden3.04×
15Hardware storeHome & Garden2.65×
16Solar energyHome & Garden2.63×
17Solar powerHome & Garden2.62×
18RenovationHome & Garden2.53×
19House musicMusic & Radio2.11×
20Obi (store)Shopping1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Building material 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 material audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.25×
DIY MentalityTHRILL2.20×
Convenience OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Building material audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.80×
MindfulnessBALANCE0.82×
Healthy LifestyleBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Building material fans like most?

Building material fans show strongest brand affinity for Ornamental plant (6.86×), Würth (6.13×), and Efficient energy use (3.54×) over the country average.

04

Where do Building material fans live in Germany?

Building material fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Building material fans also like?

Beyond Building material itself, the audience over-indexes on Würth (6.13×), Efficient energy use (3.54×), Starter home (4.51×), and Mortgage calculator (5.24×) 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 material audiences in other countries

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.

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