Rascasse Audience Intelligence

Decorative arts Audience in Germany

A data profile of the people who buy, follow and care about Decorative arts in Germany — modelled from more than twelve digital signal sources. Decorative arts has an estimated audience of 8,651,095 people in Germany.

#1among Art movement in Germany#274among Topic in Germany#6in Arts & Culture

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, Bayern, Berlin.

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 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 Decorative arts fan in Germany is more female, around 39.6 years old, with strong Design Affinity tendencies and a notable affinity for Living room.

Category: Arts & Culture · Type: Topic · Subtype: Art movement

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 Decorative arts profile in Germany.

Audience size
8.7M
in Germany
Gender
64.3%♀
35.7% male
Age
39.6
average years
Country rank
#448
Topic in Germany
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Decorative arts fans

64.3% are female, 35.7% are male, average age 39.6.

Fig. 02

Gender split

64.3%
Female
35.7%
Male
Demographic split for Decorative arts audience in Germany
MetricValue
Female64.3%
Male35.7%
Average age39.6
Estimated audience size8,651,095
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Decorative arts audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4922%
50+19%
Fig. 04

Worldwide distribution

4.2%

of the worldwide Decorative arts audience comes from Germany.

Worldwide audience distribution share by country for Decorative arts
CountryShare
United States17.3%
Japan7.3%
China5.6%
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 Decorative arts audience in Germany is strongest.

Fig. 05

Top regions by affinity

Decorative arts fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~1M2.73×
02Hessen~1M1.48×
03Sachsen~600K1.42×
04Bremen~100K1.30×
05Mecklenburg-Vorpommern~200K1.20×
06Saarland~100K1.14×
07Thüringen~200K1.04×
08Sachsen-Anhalt~200K0.97×
09Hamburg~200K0.91×
10Brandenburg~200K0.89×
11Nordrhein-Westfalen~1.5M0.85×
12Schleswig-Holstein~300K0.83×
13Rheinland-Pfalz~400K0.82×
14Bayern~1M0.76×
15Niedersachsen~600K0.72×
16Baden-Württemberg~800K0.67×
Fig. 06

Affinity by region

Affinity by region — Decorative arts, Germany
0.67×1.00×2.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Decorative arts audience
#·InterestCategoryAffinity×
01Garden furnitureHome & Garden2.57×
02Dining roomHome & Garden2.52×
03Living roomHome & Garden2.24×
04Home repairHome & Garden2.12×
05Home Interior DesignHome & Garden2.12×
06Home DesignHome & Garden2.06×
07RenovationHome & Garden2.00×
08BedroomHome & Garden2.00×
09ChairHome & Garden1.97×
10Baby foodKids & Family1.97×
11BedHome & Garden1.84×
12Home constructionHome & Garden1.84×
13HandicraftHome & Garden1.81×
14Interior designBusiness & Career1.77×
15ToddlerKids & Family1.73×
16HermèsFashion & Accessoires1.59×
17IKEAHome & Garden1.55×
18Home improvementHome & Garden1.55×
19ArchitectureBusiness & Career1.52×
20FurnitureHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Decorative arts 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 Decorative arts audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.59×
DIY MentalityTHRILL1.56×
CreativityOPEN1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Decorative arts audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.77×
Need for SecurityCONSERVATISM0.80×
Career OrientationPOWER0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Bayern.

02

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.

03

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.

04

Where do Decorative arts fans live in Germany?

Decorative arts fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Berlin (reach ~1M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Art movement audiences in Germany

See Decorative arts audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →