Design Audience in Germany
A data profile of the people who buy, follow and care about Design in Germany — modelled from more than twelve digital signal sources. Design has an estimated audience of 30,224,533 people in Germany.
The average Design fan in Germany is 39.4 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Nature, Family, Germany, with strongest over-indexing on Nature (2.56× the country average).
Demographically, the Design audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Risk Appetite, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Design fan in Germany is more female, around 39.4 years old, with strong Risk Appetite tendencies and a notable affinity for Nature.
At a glance
The key figures that characterise the Design profile in Germany.
Search interest · 12-month trend
Demographics of Design fans
55.7% are female, 44.3% are male, average age 39.4.
Gender split
| Metric | Value |
|---|---|
| Female | 55.7% |
| Male | 44.3% |
| Average age | 39.4 |
| Estimated audience size | 30,224,533 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 19% |
Worldwide distribution
of the worldwide Design audience comes from Germany.
| Country | Share |
|---|---|
| United States | 22.7% |
| Japan | 7.0% |
| United Kingdom | 5.3% |
Geography
Where the Design audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~2.5M | 1.16× | |
| 02 | Berlin | ~1.5M | 1.16× | |
| 03 | Thüringen | ~900K | 1.14× | |
| 04 | Sachsen | ~1.5M | 1.11× | |
| 05 | Baden-Württemberg | ~4M | 1.03× | |
| 06 | Bayern | ~5M | 1.01× | |
| 07 | Nordrhein-Westfalen | ~6.5M | 0.98× | |
| 08 | Brandenburg | ~900K | 0.98× | |
| 09 | Hamburg | ~700K | 0.98× | |
| 10 | Bremen | ~300K | 0.98× | |
| 11 | Niedersachsen | ~3M | 0.97× | |
| 12 | Mecklenburg-Vorpommern | ~500K | 0.94× | |
| 13 | Sachsen-Anhalt | ~700K | 0.93× | |
| 14 | Rheinland-Pfalz | ~1.5M | 0.92× | |
| 15 | Schleswig-Holstein | ~1M | 0.88× | |
| 16 | Saarland | ~300K | 0.88× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Design audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vacations | Travel & Leisure | 2.65× | ||
| 02 | Nature | Home & Garden | 2.56× | ||
| 03 | Family | Kids & Family | 2.19× | ||
| 04 | Technology & Electronics | 2.17× | |||
| 05 | Swimsuit | Fashion & Accessoires | 2.12× | ||
| 06 | Skyscanner | Travel & Leisure | 2.11× | ||
| 07 | Lodging | Travel & Leisure | 2.09× | ||
| 08 | Crochet | Home & Garden | 1.99× | ||
| 09 | Biology | Health | 1.97× | ||
| 10 | Tour de France | Sports | 1.89× | ||
| 11 | German language | Politics & Society | 1.80× | ||
| 12 | Self care | Health | 1.74× | ||
| 13 | Drawing | Home & Garden | 1.74× | ||
| 14 | Fressnapf | Shopping | 1.73× | ||
| 15 | C&A | Shopping | 1.64× | ||
| 16 | Ryanair | Travel & Leisure | 1.62× | ||
| 17 | Trousers | Fashion & Accessoires | 1.61× | ||
| 18 | Stuttgart | Travel & Leisure | 1.59× | ||
| 19 | Germany | Travel & Leisure | 1.51× | ||
| 20 | Düsseldorf | Travel & Leisure | 1.50× |
Personality of the Design audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.35× | |
| Community Orientation | OPEN | 1.33× | |
| Family Orientation | CONSERVATISM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.93× | |
| DIY Mentality | THRILL | 0.97× | |
| Sports Activity | POWER | 0.98× |
Frequently asked questions
How many fans does Design have in Germany?
Design has an estimated audience of 30,224,533 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Design fans?
55.7% of Design fans are female, 44.3% are male, with an average age of 39.4 years.
Which brands do Design fans like most?
Design fans show strongest brand affinity for Nature (2.56×), Family (2.19×), and Germany (1.51×) over the country average.
Where do Design fans live in Germany?
Design fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~6.5M), Bayern (reach ~5M), and Baden-Württemberg (reach ~4M). These three regions account for the largest share of the active audience.
What other brands do Design fans also like?
Beyond Design itself, the audience over-indexes on Family (2.19×), Germany (1.51×), Vacations (2.65×), and Email (2.17×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Lifestyle cluster 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)
See Design audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Design. 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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