Clay Audience in Germany
Clay has an estimated audience of 960,512 people in Germany. 58.7% are female, 41.3% are male, average age 38.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Jotex, Do it yourself (DIY), Real property, Winona Ryder, Tagesschau.
The average Clay fan in Germany is 38.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Jotex, Do it yourself (DIY), Real property, with strongest over-indexing on Jotex (78.71× the country average). Demographically, the Clay audience skews more female with an average age of 38.5, and over-indexes on personality traits such as DIY Mentality, Sustainability. 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 Clay fans
| Metric | Value |
|---|---|
| Female | 58.7% |
| Male | 41.3% |
| Average age | 38.5 |
| Estimated audience size | 960,512 |
Audience persona
The typical Clay fan in Germany is more female, around 38.5 years old, with strong DIY Mentality tendencies and a notable affinity for Jotex.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 215,881 | 1.03× |
| Bayern | 161,719 | 1.05× |
| Baden-Württemberg | 131,672 | 1× |
| Berlin | 113,586 | 2.64× |
| Hessen | 100,765 | 1.38× |
| Niedersachsen | 87,603 | 0.94× |
| Rheinland-Pfalz | 56,276 | 1.17× |
| Sachsen | 43,514 | 0.92× |
| Schleswig-Holstein | 29,768 | 0.86× |
| Brandenburg | 25,767 | 0.86× |
| Hamburg | 23,132 | 1.07× |
| Thüringen | 20,259 | 0.83× |
| Sachsen-Anhalt | 18,748 | 0.75× |
| Saarland | 13,384 | 1.13× |
| Mecklenburg-Vorpommern | 13,038 | 0.71× |
| Bremen | 7,835 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Jotex | 78.71× | Shopping |
| Do it yourself (DIY) | 3.66× | Home & Garden |
| Real property | 6.74× | Home & Garden |
| Winona Ryder | 8.12× | Movies & TV |
| Tagesschau | 2.34× | Movies & TV |
| Millie Bobby Brown | 4.69× | Movies & TV |
| Superman | 3.16× | Movies & TV |
| Harry Potter | 1.86× | Movies & TV |
| Etsy | 3.63× | Fashion & Accessoires |
| Spiegel Online | 2.23× | News |
| Pets | 1.75× | Pets & Animals |
| Western Union | 3.94× | Business & Career |
| Art exhibition | 3.75× | Arts & Culture |
| Contemporary art | 3.15× | Arts & Culture |
| Pet store | 3.18× | Pets & Animals |
| Scooby-Doo | 4.4× | Movies & TV |
| Batman | 2.33× | Movies & TV |
| Fine art | 3.36× | Business & Career |
| Westdeutscher Rundfunk | 3.05× | Movies & TV |
| Automobiles | 1.67× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.21 |
| Sustainability | BALANCE | 2 |
| Pet Ownership | JOY | 1.72 |
| Design Affinity | PREMIUM | 1.72 |
| LGBTQ+ Identity | OPEN | 1.68 |
| Creativity | OPEN | 1.56 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.3% |
| United Kingdom | 6.1% |
| Vietnam | 5.7% |
See Clay 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 Clay have in Germany?
Clay has an estimated audience of 960,512 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Clay fans?
58.7% of Clay fans are female, 41.3% are male, with an average age of 38.5 years.
Which brands do Clay fans like most?
Clay fans show strongest brand affinity for Jotex (78.71×), Do it yourself (DIY) (3.66×), and Real property (6.74×) over the country average.
Where do Clay fans live in Germany?
Clay fans in Germany are most concentrated in Nordrhein-Westfalen (reach 215,881), Bayern (reach 161,719), and Baden-Württemberg (reach 131,672). These three regions account for the largest share of the active audience.
What other brands do Clay fans also like?
Beyond Clay itself, the audience over-indexes on Do it yourself (DIY) (3.66×), Real property (6.74×), Winona Ryder (8.12×), and Tagesschau (2.34×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Clay. 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.