Decorative arts Audience in Germany
Decorative arts has an estimated audience of 8,651,095 people in Germany. 64.3% are female, 35.7% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Hessen, Bayern. Top brand affinities: Living room, IKEA, Handicraft, Furniture, Home repair.
The average Decorative arts fan in Germany is 39.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Hessen, Bayern. Top brand affinities include Living room, IKEA, Handicraft, with strongest over-indexing on Living room (2.24× the country average). Demographically, the Decorative arts audience skews more female with an average age of 39.6, and over-indexes on personality traits such as DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Arts & Culture · Type: Topic · Subtype: Art movement
Demographics of Decorative arts fans
| Metric | Value |
|---|---|
| Female | 64.3% |
| Male | 35.7% |
| Average age | 39.6 |
| Estimated audience size | 8,651,095 |
Audience persona
The typical Decorative arts fan in Germany is more female, around 39.6 years old, with strong DIY Mentality tendencies and a notable affinity for Living room.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,694,124 | 0.89× |
| Hessen | 1,122,166 | 1.7× |
| Bayern | 996,522 | 0.72× |
| Sachsen | 746,319 | 1.76× |
| Baden-Württemberg | 590,053 | 0.5× |
| Niedersachsen | 477,487 | 0.57× |
| Berlin | 452,596 | 1.17× |
| Rheinland-Pfalz | 255,138 | 0.59× |
| Thüringen | 239,536 | 1.09× |
| Sachsen-Anhalt | 187,243 | 0.84× |
| Hamburg | 165,208 | 0.85× |
| Brandenburg | 157,769 | 0.59× |
| Mecklenburg-Vorpommern | 149,711 | 0.91× |
| Saarland | 148,827 | 1.4× |
| Bremen | 146,050 | 1.97× |
| Schleswig-Holstein | 144,128 | 0.46× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Living room | 2.24× | Home & Garden |
| IKEA | 1.55× | Home & Garden |
| Handicraft | 1.81× | Home & Garden |
| Furniture | 1.51× | Home & Garden |
| Home repair | 2.12× | Home & Garden |
| Home improvement | 1.55× | Home & Garden |
| Renovation | 2× | Home & Garden |
| Home Design | 2.06× | Home & Garden |
| Bed | 1.84× | Home & Garden |
| Architecture | 1.52× | Business & Career |
| Chair | 1.97× | Home & Garden |
| Home construction | 1.84× | Home & Garden |
| Home Interior Design | 2.12× | Home & Garden |
| Garden furniture | 2.57× | Home & Garden |
| Bedroom | 2× | Home & Garden |
| Dining room | 2.52× | Home & Garden |
| Interior design | 1.77× | Business & Career |
| Hermès | 1.59× | Fashion & Accessoires |
| Baby food | 1.97× | Kids & Family |
| Toddler | 1.73× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.75 |
| Design Affinity | PREMIUM | 1.55 |
| Sustainability | BALANCE | 1.4 |
| Indulgence | JOY | 1.36 |
| Creativity | OPEN | 1.35 |
| Sports Activity | POWER | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 7.3% |
| China | 5.6% |
See Decorative arts audiences in other countries
More Art movement audiences in Germany
- Contemporary art (8,060,441)
- Modern art (8,013,008)
- Performance art (7,564,405)
- Illustration (6,588,413)
- Culinary art (5,262,730)
Frequently asked questions
How many fans does Decorative arts have in Germany?
Decorative arts has an estimated audience of 8,651,095 people in Germany, concentrated in Nordrhein-Westfalen and Hessen.
What is the gender split and age of Decorative arts fans?
64.3% of Decorative arts fans are female, 35.7% are male, with an average age of 39.6 years.
Which brands do Decorative arts fans like most?
Decorative arts fans show strongest brand affinity for Living room (2.24×), IKEA (1.55×), and Handicraft (1.81×) over the country average.
Where do Decorative arts fans live in Germany?
Decorative arts fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,694,124), Hessen (reach 1,122,166), and Bayern (reach 996,522). These three regions account for the largest share of the active audience.
What other brands do Decorative arts fans also like?
Beyond Decorative arts itself, the audience over-indexes on IKEA (1.55×), Handicraft (1.81×), Furniture (1.51×), and Home repair (2.12×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Decorative arts. 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.