Rascasse Audience Intelligence

Deco Audience in Germany

A data profile of the people who buy, follow and care about Deco in Germany — modelled from more than twelve digital signal sources. Deco has an estimated audience of 2,724,542 people in Germany.

#1454among Topic in Germany#201in Home & Garden

The average Deco 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 Do it yourself (DIY), IKEA, Renovation, with strongest over-indexing on Do it yourself (DIY) (2.19× the country average).

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

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

The typical Deco fan in Germany is more female, around 40.7 years old, with strong Design Affinity tendencies and a notable affinity for Do it yourself (DIY).

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 Deco profile in Germany.

Audience size
2.7M
in Germany
Gender
77.0%♀
23.0% male
Age
40.7
average years
Country rank
#2398
Topic in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Deco fans

77.0% are female, 23.0% are male, average age 40.7.

Fig. 02

Gender split

77.0%
Female
23.0%
Male
Demographic split for Deco audience in Germany
MetricValue
Female77.0%
Male23.0%
Average age40.7
Estimated audience size2,724,542
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Deco audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3921%
40-4924%
50+21%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Deco audience comes from Germany.

Worldwide audience distribution share by country for Deco
CountryShare
France10.7%
Spain10.2%
United States6.8%
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 Deco audience in Germany is strongest.

Fig. 05

Top regions by affinity

Deco fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~300K1.38×
02Berlin~100K1.21×
03Baden-Württemberg~400K1.16×
04Nordrhein-Westfalen~700K1.15×
05Bayern~500K1.11×
06Saarland~40K1.09×
07Hamburg~70K1.08×
08Rheinland-Pfalz~100K1.06×
09Niedersachsen~300K1.03×
10Bremen~20K1.01×
11Schleswig-Holstein~90K0.91×
12Sachsen~100K0.88×
13Brandenburg~70K0.84×
14Sachsen-Anhalt~60K0.81×
15Mecklenburg-Vorpommern~40K0.80×
16Thüringen~50K0.79×
Fig. 06

Affinity by region

Affinity by region — Deco, Germany
0.79×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Deco audience
#·InterestCategoryAffinity×
01RavelryInternet & Social Media6.82×
02Art DecoArts & Culture5.85×
03First-time buyerShopping4.00×
04TablewareFood & Beverages3.57×
05HöffnerHome & Garden3.28×
06Bedroom furnitureHome & Garden3.19×
07Designer clothingFashion & Accessoires3.18×
08Danish designHome & Garden3.08×
09KitchenwareHome & Garden3.00×
10RenovationHome & Garden2.86×
11Flower bouquetHome & Garden2.73×
12EtsyFashion & Accessoires2.50×
13KnittingHome & Garden2.32×
14Do it yourself (DIY)Home & Garden2.19×
15FlowerHome & Garden2.15×
16IKEAHome & Garden2.05×
17Home improvementHome & Garden1.92×
18HermèsFashion & Accessoires1.88×
19Women's clothingFashion & Accessoires1.83×
20AirbnbTravel & Leisure1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Deco 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 Deco audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.79×
DIY MentalityTHRILL2.05×
Quality AwarenessPREMIUM2.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Deco audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.69×
Risk AppetiteTHRILL0.84×
Need for SecurityCONSERVATISM0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Deco have in Germany?

Deco has an estimated audience of 2,724,542 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Deco fans?

77.0% of Deco fans are female, 23.0% are male, with an average age of 40.7 years.

03

Which brands do Deco fans like most?

Deco fans show strongest brand affinity for Do it yourself (DIY) (2.19×), IKEA (2.05×), and Renovation (2.86×) over the country average.

04

Where do Deco fans live in Germany?

Deco fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Deco fans also like?

Beyond Deco itself, the audience over-indexes on IKEA (2.05×), Renovation (2.86×), First-time buyer (4×), and Home improvement (1.92×) 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 Deco audiences in other countries

How to read this data

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