Divan (furniture) Audience in Germany
Divan (furniture) has an estimated audience of 471,090 people in Germany. 62.6% are female, 37.4% are male, average age 37.0. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Enzkreis, Rossmann, Progressive rock, Home Office, Time (magazine).
The average Divan (furniture) fan in Germany is 37.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Enzkreis, Rossmann, Progressive rock, with strongest over-indexing on Enzkreis (52× the country average). Demographically, the Divan (furniture) audience skews more female with an average age of 37.0, 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: Home & Garden · Type: Topic
Demographics of Divan (furniture) fans
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 37.0 |
| Estimated audience size | 471,090 |
Audience persona
The typical Divan (furniture) fan in Germany is more female, around 37.0 years old, with strong DIY Mentality tendencies and a notable affinity for Enzkreis.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 148,402 | 1.44× |
| Baden-Württemberg | 111,504 | 1.73× |
| Bayern | 99,484 | 1.31× |
| Niedersachsen | 79,153 | 1.73× |
| Hessen | 38,971 | 1.09× |
| Berlin | 32,479 | 1.54× |
| Rheinland-Pfalz | 18,535 | 0.79× |
| Sachsen | 14,417 | 0.62× |
| Schleswig-Holstein | 12,465 | 0.74× |
| Hamburg | 9,507 | 0.89× |
| Brandenburg | 8,391 | 0.57× |
| Thüringen | 7,839 | 0.65× |
| Sachsen-Anhalt | 5,869 | 0.48× |
| Bremen | 5,527 | 1.37× |
| Mecklenburg-Vorpommern | 4,382 | 0.49× |
| Saarland | 3,337 | 0.58× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Enzkreis | 52× | Travel & Leisure |
| Rossmann | 1.94× | Shopping |
| Progressive rock | 2.99× | Music & Radio |
| Home Office | 1.6× | Business & Career |
| Time (magazine) | 2.31× | News |
| Natural rubber | 2.6× | Cars & Mobility |
| Scots Guards | 43.08× | Politics & Society |
| Solo climbing | 3.32× | Sports |
| Icon (magazine) | 1.64× | Arts & Culture |
| Janitor | 3.46× | Home & Garden |
| Emirdağ | 5.41× | Travel & Leisure |
| Samanyolu Haber | 2.13× | Movies & TV |
| Vijesti.ba | 1.96× | News |
| Isola 2000 | 9.3× | Travel & Leisure |
| Figure painting (hobby) | 1.78× | Arts & Culture |
| Emil Nolde | 2.25× | Arts & Culture |
| Picnic | 1.54× | Kids & Family |
| Roger Federer | 1.62× | Sports |
| Yozgat | 3.14× | Travel & Leisure |
| Catania | 3.58× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.84 |
| Design Affinity | PREMIUM | 2.16 |
| Sustainability | BALANCE | 1.66 |
| Quality Awareness | PREMIUM | 1.5 |
| Pet Ownership | JOY | 1.39 |
| Sports Activity | POWER | 1.37 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 5.1% |
| United States | 3.8% |
| Ukraine | 3.4% |
See Divan (furniture) 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 Divan (furniture) have in Germany?
Divan (furniture) has an estimated audience of 471,090 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Divan (furniture) fans?
62.6% of Divan (furniture) fans are female, 37.4% are male, with an average age of 37.0 years.
Which brands do Divan (furniture) fans like most?
Divan (furniture) fans show strongest brand affinity for Enzkreis (52×), Rossmann (1.94×), and Progressive rock (2.99×) over the country average.
Where do Divan (furniture) fans live in Germany?
Divan (furniture) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 148,402), Baden-Württemberg (reach 111,504), and Bayern (reach 99,484). These three regions account for the largest share of the active audience.
What other brands do Divan (furniture) fans also like?
Beyond Divan (furniture) itself, the audience over-indexes on Rossmann (1.94×), Progressive rock (2.99×), Home Office (1.6×), and Time (magazine) (2.31×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Divan (furniture). 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.